Euromonitor explores the shifting hair care needs and preferences of global consumers. Results are based on responses to Euromonitor’s 2016 Beauty Survey, which includes 20,000 online consumers in 20 countries.
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Rising expectations in hair care efficacy are linked to three core consumer needs: hair and scalp health, healthy appearance and ageing hair care. These key needs mirror consumers’ reported hair concerns and span gender and generations.
Along with efficient cleansing, hair care products are expected to moisturise, nourish and offer reparative benefits. While many consumers engage in time-intensive deep conditioning and spa treatments for maximum impact, busy day-to day routines often spur them to look for convenient products that deliver multifunctional benefits.
The normal cycle of hair growth and loss can be disrupted due to multiple factors: stress, hormones, genes, lifestyle, chemical treatments, all of which can cause hair to age faster. Premature ageing and hair loss is a concern for both genders, especially at younger ages when appearance matters most.
Over one quarter of the average total time spent on hair care is dedicated to styling. Appearance-conscious, time-poor consumers, particularly women, expect products to help them manage difficult, tangled and frizzy hair.
With increasing awareness of what goes into their hair care products, informed consumers link efficacy with ingredients. In some cases, untraditional exotic and “green” ingredients are even preferred over luxury brands and consumers are willing to pay more for the perceived benefits.