Veronica MacDonald Ditko, Assistant Editor
July 2019 Spray 15
Care gets Personal
The $77.26 billion global hair care industry
in 2018 was up 2.8% from the previous year,
according to market research firm Euromonitor
International. Many factors are fueling the
category’s growth, from more natural and sustainable
products to a broader range of hair care benefits to suit
each consumer.
Market research company Kline & Co. said sales in
the global salon hair care market have steadily risen 3%
per year since 2012, but have actually declined in the
U.S. This has caused a major shift in the U.S. market—
the expansion of previous salon-only brands to other
retail channels such as online platforms and supermarkets.
This shift may have been necessary as customers are
going to the salon less than ever in the U.S., as well as in
Germany, Russia and France, Kline reported.
Euromonitor statistics agree. Hair care products sold
in traditional retail channels (not salons) in the U.S.
actually rose 3.2% in 2018, Euromonitor reported.
A 2018 survey of U.S. consumers by market research
firm Mintel revealed that 97% agree it’s important that
companies act morally and ethically, up from 76% in
2012. Three in five consumers also expect companies to
have environmentally-friendly initiatives. These numbers
trend higher with younger generations. Mintel said 62%
of iGens (ages 18-23) say products from socially responsible
companies are worth paying more for.
Nielsen noted Millennials (ages 24-41) spent more
($57) per shopping trip in 2018; however, they make
fewer shopping trips per year. Mintel added that 61% of
Millennials would switch to a company that supports a
cause they believe in, compared to 50% of the general
population.
Clean eating in Hair Care
Following the movement of clean eating, many products
are doing without traditional ingredients and “going natural.”
In fact, clarifying treatments in salons saw a 17%
boost in the first half of 2018, which Kline attributes to
growing popularity in detox treatments for the body.
Apple cider vinegar, known to cleanse the gut, has
found a new home in hair care as well. AG Hair Care is
harnessing the powers of botanicals in its new Natural
line, especially the healing, cleansing and softening
properties of apple cider vinegar. The line includes the
Balance Apple Cider Vinegar Sulfate-Free Shampoo, a
12-oz. hand-pumped product to gently cleanse the hair
and scalp with organic argan oil and aloe vera to smooth
and moisturize the hair cuticle.
AG’s 12-oz. Boost Apple Cider Vinegar Conditioner
combines coconut oil, mango seed butter, rapeseed oil,
rosehip oil, olive leaf extract, shea butter and hydrolyzed
quinoa with organic apple cider vinegar to also nourish,
detangle, moisturize and smooth the hair cuticle.
As in its name, AG’s Remedy Apple Cider Vinegar
Leave On Mist works to restore the pH of the hair
as well as detangle, reduce frizz and add shine. All of
AG’s Natural products include the company’s exclusive
fragrance blend of rosemary, lavender, lemongrass and
clary sage essential oils.
Au Natural
The natural ingredient trend has held strong in the
U.S., and Canadian consumers have taken notice,
Kline noted. Surveys in Canada reveal that buyers are
interested in ingredient transparency, as well as natural
and ethically-sourced additives. After the legalization of
marijuana in October 2018 in Canada, the potential for
this new ingredient, as well as a preference for natural
products, is expected to boost the Canadian market,
according to Kline.
Nielsen began to see a slowing of personal care product
sales featuring natural claims in the U.S. in 2017, but
product launches are increasing slightly nonetheless.
Hemp seed oil and cannabidiol (CBD) oil are featured
in California-based Earthly Body Inc.’s EMERA Haircare
range. The
oils are derived
from industrial
hemp, a sustainable
crop that
grows in a variety
of climates, takes
up less growing
space, doesn’t
need pesticides,
herbicides or
fungicides, uses
less water than
Hair care follows trends for more personalized products and looks…