Mintel: hair care aligning itself with the skin care sector as brightening and illuminating claims shoot up

According to the market researcher's Global New Product Database (GNPD), while botanical and herbal claims led the way with 52%, brightening and illuminating actually seen the most growth, shooting up to 46% in 2014 from 21% in 2010. 

Moisturising and hydrating claims followed with 31%.

Speaking at Beyond Beauty in Paris this week, Mintel global fragrance and personal care analyst Emmanuelle Moeglin said: “Hair care has become an exciting space for NPD, manufacturers are trying to convince consumers that they should adopt a hair care regimen to match skin care and they’re doing this by using a new lexicon, learning from other categories and extending formats into new segments.”​

Moeglin adds that claims inspired by skin care and colour cosmetics, such as anti-ageing and light-reflecting technology are also offering exciting growth opportunities for the hair care segment.

The research also highlights key areas of development to include innovations in established trends such as shampoo and conditioner alternatives and hair oils.

“No-poo” movement gaining momentum​

The Mintel analyst adds that the “no-poo” movement is gaining force, which means consumers are looking to cut down on hair care routines.

When asked about attitudes towards washing hair, as many as four in ten (39%) French hair care users believe that washing hair frequently is too damaging.

Furthermore, as many as a quarter (23%) of German users claim they would pay more for products that make their hairstyle last longer, while 16% of Spanish users agree they are willing to pay more for products that reduce blow drying time.

Overall, almost one in five (18%) hair care products launched globally in 2014 carry a time or speed claim. 

Dry shampoo no longer an emerging segment​

Furthermore, a rising popularity of shampoo alternatives is seeing an increasing number of consumers favouring dry shampoo, with the UK leading the way in usage across the top five European countries.

Today, Moeglin says more than one in ten (13%) Brits use dry shampoo, ahead of France and Germany (7%) and Italy and Spain (5%).

“Dry shampoo is no longer an emerging segment and is becoming a must-have for mainstream hair care brands. Consumers want to cut down their hair washing routine, and as a result, usage is increasing and brands are responding to the demand with more dry shampoo offering​s."

Finally, also taking inspiration from skin care, customisation in the hair care market is set to continue to grow in popularity as consumers show strong demand for these products.