The hair care category continued to decline in 2004, falling to $7.6 billion, a decline of $292 million from the prior year, according to a new report from market research publisher Packaged Facts. According to the report, demographic shifts are partially to blame for the decline. In 2003, there was a 1.02% drop in the core hair care group—women ages 35-45-which affected even high-penetration shampoo sales. The report suggests marketers must develop alternative areas and reach out to diverse demographic groups including both the men’s market and the ethnic market. More info: Website: www.packagedfacts.com.