What to Watch 2019: Mass Hair Care No Longer a Commodity Category
Mass hair care was once considered a commoditized category, but that sentiment is no longer relevant, especially if one is judging by this year’s crop of product launches. Modern consumers are shifting habits when it comes to hair, opting to view caring for the scalp and strands as part of an overall wellness routine. Lather, rinse repeat is a thing of the past, and a new wave of innovative shampoo alternatives and customized conditioners are being ushered into the market.
At the end of 2018, shampoo and conditioner sales were up 6 percent and 4 percent respectively, according to IRI data tracking the 52 weeks ending Dec. 27. In both categories, market share leaders that focused on natural, food-based ingredients had the edge — Johnson & Johnson’s OGX and Maui Moisture and L’Oréal’s Garnier Whole Blends pulled in strong sales gains for their parent companies. The multicultural consumer is driving much of the growth in hair, with brands such as Cantu Shea Butter and Unilever’s SheaMoisture posting double-digit sales gains. Below, January’s hair launches from the key players are reflective of the changing mass hair landscape.
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