Maybe She’s Born With It? – Shampoo Retail Sales

A good hair day can make you feel like you can take on the world! Today we’re looking at the global haircare market and the change in consumer tastes for shampoos & conditioners. Trends are indicating that people are using fewer haircare products and opting for a more natural & eco-friendly alternative.

Below we look at the impact this change may have on retailers and the brands they stock. Studies by Mintel into the haircare market and consumer behaviour have revealed some interesting facts that could benefit your business.

Enviromental Concerns

Studies show that 38% of consumers believe that natural haircare products are better & safer for the environment. There is a rise in the number of consumers looking for natural products that avoid using chemicals. Many products now advertise “free-from” harsh chemicals and explain their goals to help the planet. Many consumers are now trying to cut down on the products they use, with a staggering 41%, looking to use as few products on their hair as possible.

Did you know? Women wash their hair on average 4 times a week however this number is gradually decreasing.

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Dry vs Bottled Shampoo

A trend in the number of people ditching bottled shampoo for either dry shampoo or natural hair masks is growing. A study by Mintel found that 16% of women say that washing their hair is too time-consuming. As a result, the on-the-go dry shampoo category is growing with one quarter of women admitting to using this as an alternative to washing.

Church & Dwight UK LTD have launched a range of Batiste Dry Shampoo that offers a range of options from volume enhancing to hydrating moisture. It’s important to note that, 50% of women look for labels which mention “moisturising” and “healthy-looking” on them. When stocking up on haircare products it may be important to keep these keywords in mind.

Where Do They Shop?

A big question on retailers minds is where potential customers are looking to shop for their haircare products? A study by Statistica in 2018 found that
62% of consumers say that they typically purchase shampoo in a large chain supermarket, such as Asda or Tesco. Only 32% said that they purchase this at their local grocers. So what can retailers do to increase this 32%? The answer is; convenience and price.

Many consumers pick up their haircare products while shopping for their weekly groceries. It’s much easier to purchase this in one go instead of visiting different stores. However, looking at the likes of Lush Cosmetics,
with over 1,000 stores across the globe, may give you an insight into how you can drive traffic away from large chains to your store.

Lush Cosmetics utilise both an interactive and unique store layout with expertly trained staff to deliver a new and innovative approach to hair & skin care. It’s worth looking at the Lush experience here.

Best Brands To Stock?

Pound lines and price-marked bottles are a key seller within the hair-care category with brands like Palmolive and Alberto Balsam being examples of this. Procter & Gamble remained the leading players in the haircare market in 2018 due to the popularity of Clairol and Pantene as their best selling brands.

Brands, such as L’Oréal are highlighting their eco-friendly nature due to a rise in popularity for “botanically sourced ingredients” and recyclable bottles. Mass brands are still more popular than personalised products. Even with a general draw towards

Poundlines priced at £1 or £2 are our best sellers as consumers see these as value for money. Anovia’s range of shampoos & conditioners are a big seller for retailers.

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