Ingredient Trends in Hair Care

Strategy Briefing

About This Report

Nov 2014

Consumers want healthy looking hair. Their purchasing is influenced by two main trends: developments in skin care and the green/natural trend. These trends manifest themselves through the extension and segmentation of hair care routines and through greater interest in ingredient labelling. As manufacturers reinforce their efficacy claims with little in the way of innovation, and as emerging markets are leading growth, traditional and safe ingredients are experiencing a revival.

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Ingredient Trends in Hair Care

Botanicals are the fastest growing ingredient category in hair care

The trend for natural ingredients has been strong in hair care, with most companies launching products featuring nature-inspired ingredients. Plant-inspired and premium botanical ingredients are set to attract more consumers.

The green and natural trend will have no major impact on volumes of preservatives/antioxidants

Preservatives are the subject of consumer suspicion, due to their potential impact on health, and growth is thus set to be slower than other major preservatives. Benzoic acid/benzoate will remain the top preservative in hair care, while interest in natural preservatives is rising.

Demand for sulphate-free and mild surfactant cleansers is strong

There are few purely natural ingredients in this market, with the focus tending to be on “naturally derived” options from plant or animal sources with more eco-friendly profiles. Therefore, consumers tend to focus on mild products rather than natural products.

A new category of active hair ingredients is emerging

As a result of their success in skin care, peptides and amino acids could emerge as premium ingredients in hair care.

Procter & Gamble’s innovation in hair dyes could shake up the category

Procter & Gamble is commercialising ME+, a hair dye with claims of reduced risk of developing allergies. This should give it a competitive advantage over other companies, especially if it extends its formulation breakthrough to other brands in its portfolio.

The consumption pattern of conditioning hair ingredients is getting closer to that of skin care

The share of emollients within conditioning ingredients is increasing. The green trend could also be responsible for consumers looking for alternatives to silicones. However, most hair care products currently contain silicones and will continue to do so to assure effectiveness.

What this report includes

  • Top-level strategic analysis of how major consumer trends will influence global markets
  • Consumer insight
  • Impact across all relevant consumer markets
  • Unique graphics and case studies
  • Key market snapshots
  • Accompanying presentation to synthesise main findings

Why buy this report

  • Identify factors driving change now and in the future
  • Understand motivation
  • Forward-looking outlook
  • Briefings and presentation should provoke lively discussion at senior level
  • Take a step back from micro trends
  • Get up to date estimates and comment


Key findings

Market for Hair Care Ingredients

Limited growth in hair care
Colourants and conditioners to challenge shampoos
Leading category for 2013-2018 volume growth in hair care
Developing and developed markets to complement each other (1)
Developing and developed markets to complement each other (2)

Key Consumer Trends

Top two hair care ingredient trends driven by consumers
Top ingredients are directly affected by the main trends
Key consumer trends drive top ingredient growths

Key Consumer Trends: Skin Care Inspiration

Segmentation drives growth in conditioners
The scalp i s the focus of segmentation in NPD
Hair end care an innovative area specific hair care
Hair grooming habits to affect innovation success
Case study: Pantene Pro-V pursues skin care alignment
The skin care alignment strategy of Pantene
Pantene has adopted the key marketing trends in hair care (1)
Pantene has adopted the key marketing trends in hair care (2)
The quest for healthy looking hair to boost conditioning ingredients
Conditioning is the backbone of repair and protection ingredients
Conditioning hair ingredients are getting closer to skin care
Innovation introduces a ctive hair i ngredients
Case study: Acquisitions make Ashland a leader in hair actives
Beyond classic conditioning claims
Colourants a key growth area for conditioning ingredients
Anti-ageing stretches as far as hair care
Prospects not so strong for the anti-ageing hair care trend

Key Consumer Trends: Green and Natural

The rise of “clean beauty”
Clean beauty to shake up hair dyes
Sulphate-free surfactants find some space
Supply of surfactants from renewable sources
The preservative dilemma
The n atural influence on preservatives
Natural trend drives consumption of plant-derived ingredients
Plant oils boosted by return to basics
Case study: L’Occitane Int. is improving its portfolio of botanicals
Local botanicals help L’Occitane International in Brazil
Efficacy remains key for conditioning claims

Key Consumer Trends: Fragrance Inspiration

Saving time with dry shampoos
Segmentation seen in dry shampoos
The dry trend extends to conditioners
Saving money with re-usable mousse colourants
Case study: Indie brand launches strike hair care
Concoction to conquer the untapped semi-bespoke market

Key Consumer Trends: Convenience-Driven NPD

Revival of fragrance to boost consumption in NPD
Opportunities to be found in conditioners for fragrances


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