A report examining hair care sales by US-based market research firm Kline has revealed several key industry trends, from women dying their hair grey to the rising popularity of products for thinning hair.
Kline has teamed up with the Professional Beauty Association (PBA) in the US to gain access to its database revealing sales of over 30,000 professional hair care products across 1,000 independent salons and 8,500 chain salons.
The report found that the “granny trend” of women of all ages coloring their hair shades of silver and grey is more than a media craze as sales of silver hair dye were up by 14 percent in 2014.
Another key trend is co-washing- the practice of cleansing hair with conditioner instead of shampoo. The clarifying segment of conditioners grew exponentially last year.
While still nascent and accounting for less than 1 percent of total conditioner sales in 2014, the clarifying segment has posted the highest growth of all conditioner types in independent salons. Ouidad’s Curl Co-Wash is among the leading items in the segment.
Kline found that sales of products that address thinning hair increased by 22 percent in shampoos and 12 percent in conditioners in 2014.
Nioxin, the leading brand within the thinning segment, jumped 22 percent in shampoo sales. Sizable gains were also recorded by the Kevin Murphy Plumping line, ranking it third in dollar share in the thinning segment of both shampoos and conditioners.
Other products contributing to growth in the functional hair care space include Pureology’s Strengthcure in the repair/condition segment, the launch of Oribe Gold Lust Repair & Restore collection, and Redken’s Blonde Idol and Color Extend lines in the color care segment.
Meanwhile, sales of hair oil were down by 6 percent in chains and 5 percent in independent salons in 2014.
Although the segment, which was pioneered by Moroccanoil, has reached maturity, some items experienced rapid sales growth in 2014, including Bumble and bumble Hairdresser’s Invisible Oil, which triples in dollar volume.