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...