03.13.13
A shower is no longer necessary when it’s time to suds up your hair. In fact, Mintel’s Global New Products Database (GNPD) found that in 2008, dry shampoo introductions accounted for just 1% of global shampoo launch activity but by 2012 the segment captured 3% of category NPD and 2013 is on track to surpass 2012 levels.
Although availability of dry shampoos is widely accessible, consumer uptake remains relatively low.A meager 16% of US adults report some usage of a dry shampoo in the last year. Across the Big 5 European markets (UK, Spain, France, Germany and Italy), usage is relatively similar to that of the US, but peaks in the UK, where nearly a quarter (23%) of women are engaged in the segment.
Convenience is a compelling attribute for consumers and plays a definite part in their haircare product purchases. In fact, nearly one in five (17%) women in the UK use dry shampoo when they don’t have time to wash their hair, and although this sentiment is less widely shared among the remaining Big 5 European countries (only 5% of women), it identifies an important consideration for manufacturers.
Manufacturers have responded to consumers’ preferences by incorporating convenient attributes into their dry shampoo product launches. The time/speed claim has been present in 53% of dry shampoos launched since 2009, making it not only the most frequently used claim in the segment, but also one of the fastest growing, according to Mintel’s GNPD.
Beauty enhancing claims are becoming more commonplace in dry shampoo NPD and have been present in 19% of global introductions since 2009. Brightening and illuminating benefits have posted the most significant growth, with introductions more than doubling 220% between 2009 and 2011. In addition, more than half (53%) of US women find the fragrance of their shampoo and conditioner to be an important characteristic.
Although availability of dry shampoos is widely accessible, consumer uptake remains relatively low.A meager 16% of US adults report some usage of a dry shampoo in the last year. Across the Big 5 European markets (UK, Spain, France, Germany and Italy), usage is relatively similar to that of the US, but peaks in the UK, where nearly a quarter (23%) of women are engaged in the segment.
Convenience is a compelling attribute for consumers and plays a definite part in their haircare product purchases. In fact, nearly one in five (17%) women in the UK use dry shampoo when they don’t have time to wash their hair, and although this sentiment is less widely shared among the remaining Big 5 European countries (only 5% of women), it identifies an important consideration for manufacturers.
Manufacturers have responded to consumers’ preferences by incorporating convenient attributes into their dry shampoo product launches. The time/speed claim has been present in 53% of dry shampoos launched since 2009, making it not only the most frequently used claim in the segment, but also one of the fastest growing, according to Mintel’s GNPD.
Beauty enhancing claims are becoming more commonplace in dry shampoo NPD and have been present in 19% of global introductions since 2009. Brightening and illuminating benefits have posted the most significant growth, with introductions more than doubling 220% between 2009 and 2011. In addition, more than half (53%) of US women find the fragrance of their shampoo and conditioner to be an important characteristic.