According to Mintel, there are many opportunities to drive sales in the mature shampoo/conditioner market, from more beauty-enhancing/functional men's shampoos to products featuring positive and aspirational benefits for older women.
The market researcher says more cleansing conditioners are being launched onto the European market to address the growing concern around the impact of daily shampooing.
"Botanical/herbal extracts have become a 'must have' in shampoos and conditioners, offering a natural method of adding functional benefits," says Vivienne Rudd, Director of Global Insight, Beauty & Personal Care.
Rudd says the brightening/illuminating claim has been the biggest mover in recent years whilst men are still relatively under-served by shampoo brands.
"While a shift in strategic thinking for many brands sees a focus on the positive benefits of products, instead of damage limitation, just 5% of products launched in the category were specifically targeted at men, despite this demographic having high usage in 2013," she adds.
Here; with Mintel , we have put together a gallery of the innovations launched in the last year.
Read on to flick through some of the most popular products on the EU markets right now...