According to The NPD Group, which recently merged with Information Resources, Inc. (IRI®) to create a leading global technology, analytics and data provider, sales of prestige hair products increased 67% from January to the end of September 2022, compared to the same period in 2019. The market for prestige hair products in the UK was valued at £29.8M in 2022, an increase of 18% compared to the same period in 2021.
The closure of hair salons during the various lockdowns saw consumers turn to specialised treatments, shampoo and conditioning products from the prestige hair category for their home hair routine. This shift in consumer behaviour shows no sign of decreasing as sales across this category continue to grow, especially online. 67% of all prestige hair products sales are made via online channels.
Emma Fishwick, Account Manager, NPD UK Beauty explains: “Many people are loyal to the products within their hair routine and the online channel lends itself to replenishment purchasing. Online also allows the consumer to be savvier when searching for products to see where they are most competitively priced.”
Cleansing and styling
Daily rinse shampoo and conditioner products perform well in this sector. Sales of dry shampoo increased 68% in the nine-month period compared to 2021, suggesting that consumers, who are commuting again and socialising more, maybe opting for an on-the-go quick fix. Sales of hair styling products including hair spray reported double-digit growth in this period compared to last year.
‘Skinification’ of hair
Consumers are becoming more educated about ingredients in beauty and hair care. Brands have responded with a multi-layered approach to hair care offering multi-step routines, akin to skincare regimes, for home hair care. Targeted products can address particular issues and deficiencies. Sales of hair oil increased 34% and hair serum increased 33% in nine months during 2022 compared to last year.
Emma Fishwick, Account Manager, NPD UK Beauty explains: “The prestige hair category has performed incredibly well since the beginning of the pandemic. Consumers are upgrading their hair care routines with everyday use prestige products such as daily rinse shampoo and conditioner that by their very nature address specific concerns from dry and damaged hair, to split ends and fizziness. This is a major shift, and we believe that the ‘skinification’ of haircare is here to stay.”
