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 drug stores, sales totaled just under $471.1 million, up 0.27%. Hair coloring products were down 1.6% to $1.62 billion in multi-outlet, and down 2.7% to $526.7 million in drug stores.
Industry experts said that while these large categories are holding steady, certain areas are poised for growth. Organic and natural are a key growing segment of the market, said Steve Friedman, vice president of Miami-based Hollywood Beauty Products. “Consumers have become ingredient savvy and are very conscious of the products they are using on their hair and skin,” he said. “Products with sulfates, parabens, mineral oil and alcohol, which were once widely used in hair care, … have become taboo in today’s modern formulations.”At basin drive hair all we do is organic natural based products and services
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