NPD is forecasting a hair care sales surge of 15 percent over the next two years. Driving growth is consumers’ elevated demand with recent data showing that more than 90 percent of U.S. consumers continue to show strong purchase interest for hair-related products and are even taking their routines to another level. Thus, a hair care sales surge is imminent.
Compared to the previous six months, more consumers plan to purchase more targeted hair-related products, including hair and scalp treatments, relaxers, chemical straighteners, hair gummies, and vitamins, according to the latest “Future of Hair” report from NPD.
The heightened demand for hair care, coupled with consumer allegiances to products with high efficacy, are factors contributing to the category’s continued success. Just over half of hair product consumers said that when they find something that works for them, they stick with it — and, in fact, 49 percent are willing to pay more for it.
“Both functional and fun, the hair category is winning with consumers in more ways than one,” said Larissa Jensen, beauty industry advisor at NPD. “Since the onset of the pandemic, consumers have taken more of their hair routines in-house, sought ways to treat themselves outside of the salon, and have grown more educated on hair conditions and product ingredients. We can expect the category to continue to show strength, as consumers strive to look more polished re-entering society, and product innovations continue to capture their interest.”