NPD released a report on hair care habits in the United States that claims one-third of women style their hair once a week or less, compared to 80% washing their hair two to three days a week, or more often. The report, “The Hair Consumer Untangled,” also revealed information on U.S. consumer hair product habits, with traditional shampoo, conditioner and hair spray used most often.
Related: 2021 Hair Care Ingredient Trends
NPD data indicates growing popularity for targeted hair care. Revenue grew in hair treatments, with hair masks and scalp treatments doubling revenue from 2019 to 2021. Per the report, 34% of women use hair treatments.
While every other U.S. prestige beauty market declined during the pandemic, the overall hair care revenue grew by 8% in 2020. From January through August 2021, hair product sales increased by 55%, compared to last year.
Larissa Jensen, beauty industry adviser at NPD, says, “Hair-product consumers are engaged and diverse and, while nearly all women use hair products, there are white-space opportunities for brands and retailers to reach new consumers. It is particularly interesting that hair spray ranks among the top used products. But while a high percentage of women use this product, frequency of use is low. The opportunity lies in boosting these usage occasions.”
Jensen continued, “In the beauty industry, the movement in recent years to a more natural look, with healthy skin at the foundation, is making its mark on hair care. As we have seen consumers do with their skin, today they are becoming increasingly invested in hair health and addressing specific concerns.”