Dry shampoo category continues to build momentum

The benefits of daily shampooing continue to be questioned, as many have argued that too frequent washing can actually strip the hair of its natural oils, creating an opportunity for these waterless shampoos to shine.

Where the primary emphasis was once on convenience, which certainly won over time-starved consumers, today’s brands also communicate the beauty benefits of the products as well as the impact of 'over-shampooing'.

“In addition, dry shampoo has made a serious case for convenient cleansing as it provides the functional cleansing benefits without the wash, rinse, repeat routine, and directly ties into consumers’ ease of use expectations," ​says Amy Ziegler, Mintel beauty & personal care analyst.

Convenience - a compelling attribute​

Convenience is a compelling attribute for consumers and plays a definite part in their hair care product purchases.

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.

In fact, nearly one in five (17%) of 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 (UK, Spain, France, Germany and Italy) - only 5% of women, it identifies an important consideration for manufacturers.

According to one of the most prominent aerosol solutions providers in the dry shampoo space 'Lindal Group'; millions of consumers have been won over by products that deliver a wider variety of end-user benefits.

“Our sources tell us that much of today’s dry shampoo appeal comes from consumers reducing daily washes from their hair care regimens,” ​says Lindal global marketing director, Philip Brand.

“Delivered with our aerosol solutions, these products use starches, which absorb but do not entirely strip hair of natural oils. For a growing number of consumers, this is an extremely appealing proposition​.”

Brand noted that in anticipation of further shifts of consumer behavior, multinationals such as Unilever, L’Oreal, and Procter & Gamble have launched new dry shampoos.