People do not merely wash and style their hair anymore. They also hydrate, protect and strengthen their hair — and many consumers want to do so with wholesome ingredients and few or no chemicals. That might explain why sales of everyday hair care items are flat or growing slightly, while manufacturers say they are focusing on new products that appeal to the changing demographic. According to IRI, a Chicago-based market research firm, for the 52 weeks ended Dec. 3, 2017, sales of shampoo totaled more than $3.08 billion in total U.S. multi-outlets, which includes grocery, drug, mass, military and select club and dollar retailers. This marks an increase of 3.1% compared with the same period the previous year. For drugstores, shampoo sales totaled more than $554.18, an increase of 0.95%. Other hair care products showed similar gains. Sales of conditioner totaled more than $2.12 billion in multi-outlet, up 0.9%, while in…