When it comes to hair care, consumers clearly continue to seek value as the sales of shampoo and conditioner combo packs remain on the rise, soaring triple digits during the 12 weeks ended April 17, according to data from SymphonyIRI Group.
The continued growth in this segment comes as no surprise, as industry observers have suggested that the shift in consumer shopping behavior would impact the hair care segment in 2011.
“Value will remain the driving force behind hair care sales, despite a predicted upswing in the economy in 2011, as consumers are expected to remain careful spenders within the hair care sector,” stated research firm Euromonitor International in a recent U.S. hair care report.
In a separate Euromonitor International report released in April, titled “Ingredients Trends in Hair Care: Meeting the Needs of the 21st Century Consumer,” the research firm stated that premium and salon-branded products suffered during the recession as consumers stuck to the “basics” like shampoos and conditioners. Shoppers sought added value and added functionality in their basic products, such as moisturizing and strengthening, without having to buy extra products to meet those needs.
The article above is part of the DSN Category Review Series. For the complete Hair Care Mid-Year Report, including extensive charts, data and more analysis, click here.