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Mintel notes dry shampoo segment gaining momentum in EU markets

By Michelle Yeomans+

14-Mar-2013

According to the market researcher’s global new products database (GNPD), demand for dry shampoo is building momentum in Europe with the UK leading the way, where nearly a quarter (23 per cent) of women are invested in the segment.

It's latest findings on the dry shampoo market reveal that in 2008, launches accounted for just 1 per cent of global shampoo activity, and that by 2012 that figure rose to 3 per cent and is predicted to surpass those levels in 2013.

The benefits of daily shampooing continue to be questioned, as many have argued that too frequent washing can actually strip the hair of its natural oils, creating an opportunity for these waterless shampoos to shine,” says Mintel Beauty & Personal Care analyst, Amy Ziegler.

In addition, dry shampoo has made a serious case for convenient cleansing as it provides the functional cleansing benefits without the wash, rinse, repeat routine, and directly ties into consumers’ ease of use expectations."

Convenience attribute pays off

According to Mintel, convenience is a compelling attribute for consumers and plays a definite part in their haircare product purchases. In fact, nearly one in five (17 per cent) women in the UK use dry shampoo when they don’t have time to wash their hair, and although this sentiment is less widely shared among the remaining Big 4 European countries ( Spain, France, Germany and Italy), it identifies an important consideration for manufacturers.

"Manufacturers have responded to consumers’ preferences by incorporating convenient attributes into their dry shampoo product launches. The time/speed claim has been present in 53 per cent of dry shampoos launched since 2009, making it not only the most frequently used claim in the segment, but also one of the fastest growing."

Elsewhere, the firm's database found that beauty enhancing claims are becoming more commonplace in dry shampoo NPD and have been present in 19 per cent of global introductions since 2009.

Brightening and illuminating benefits were found to have posted the most significant growth, with introductions more than doubling 220 per cent between 2009 and 2011. In addition, more than half (53 per cent) of US women find the fragrance of their shampoo and conditioner to be an important characteristic.

Segment not faring as well in the US

Although the availability of dry shampoos is widely accessible, Mintel says consumer uptake remains relatively low in the US with a meager 16 per cent of adults reporting some usage of a dry shampoo in the last year.

Finally, in terms of trends going forward, Ziegler notes the dry shampoo market as “Expanding by way of unique fragrances, more beauty-focused benefits and new format types. Shine, which is not normally associated with dry shampoo, is a top priority for consumers and will therefore be a top priority for manufacturers."

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