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United States Shampoo Market Share, Size, Analysis, Trends: By Product Type: Medicated, Non-medicated; By Price Category: Mass, Premium; By End User: Men, Women, Kids; By Distribution Channel: Supermarkets and Hypermarkets, Convenience Stores, Drug Stores and Pharmacies, Others; Regional Analysis; Competitive Landscape; 2024-2032
United States Shampoo Market Outlook
The United States shampoo market size reached USD 5.28 billion in 2023. The market is expected to grow at a CAGR of 4.1% between 2024 and 2032, reaching almost USD 7.59 billion by 2032.
Key Takeaways:
- According to industry reports and surveys, about 90% of the U.S. population uses shampoo. As of 2019, Head & Shoulders emerged as the leading shampoo brand in the United States, boasting sales totalling USD 306 million for the year, making it the top-selling and most popular shampoo brand in the country.
Shampoo, a viscous liquid used for hair cleaning, aims to remove unwanted build-up without stripping too much sebum, making hair more manageable. It typically contains surfactants like sodium lauryl sulphate mixed with co-surfactants in water. Private label brands are increasingly challenging mid-tier brands, intensifying competition amid economic disruptions. Despite this, sales remain steady, driven by consumer focus on hair health. Hair care products see high penetration rates, with cleansing products used universally and styling/treatment products also part of regular routines, posing challenges for market penetration. The consumer emphasis on appearance and health fuels growth in prestige hair care, with brands emphasising dermatologist recommendations and scientific claims while driving the United States shampoo market growth.
COVID-19 survivors in the US experienced hair loss, including telogen effluvium due to illness weakness and stress-induced loss from pandemic uncertainties. This trend could spur demand for anti-hair loss/thickening products. Post-COVID, work stress, frequent styling changes, and chemical use contribute to hair damage, prompting initiatives like Flourish by virtue Labs aimed at female hair loss.
The US haircare market has evolved, with shampoo dominance expected to persist while colorant and conditioner segments grow rapidly. Demand for sustainable, chemical-free, and eco-friendly products rises alongside youthful interest in hair styling/colorants for self-expression. Despite pandemic impacts reducing product needs, self-care drives conditioner usage and holistic ingredient innovation is driving the demand for shampoo products in the market.
Consumer demand for quick hair and hygiene management fuels new product demand, especially leave-in treatments and masks. Specialised products and hair-related disorder prevalence drive unprecedented shampoo demand. Scalp care interest grows, boosting demand for scalp care products to restore healthy, strong hair.
Women aged 20-30 drive higher shampoo usage due to self-grooming trends. Rising awareness of chemical side effects spurs demand for natural, silicone/paraben/sulphate-free shampoos with naturally derived ingredients. Urbanization, disposable income growth, and changing lifestyles further propel the United States shampoo market development and growth, alongside increasing consumer awareness through digital media and other channels.
Market Segmentation
United States Shampoo Market Report and Forecast 2024-2032 offers a detailed analysis of the market based on the following segments:
Market Breakup by Product Type
- Medicated
- Non-medicated
Market Breakup by Price Category
- Mass
- Premium
Market Breakup by End User
- Men
- Women
- Kids
Market Breakup by Distribution Channel
- Supermarkets and Hypermarkets
- Convenience Stores
- Drug Stores and Pharmacies
- Online
- Others
Market Breakup by Region
- New England
- Mideast
- Great Lakes
- Plains
- Southeast
- Southwest
- Rocky Mountain
- Far West
Competitive Landscape
Key players in the shampoo market in United States offer sustainable and herbal products while introducing new products in the market.
- L'Oréal SA
- Unilever Plc
- Johnson & Johnson Consumer Inc.
- Procter and Gamble Company
- Colgate-Palmolive Company
- Church & Dwight Co. Inc.
- HRB Brands, LLC
- Wella Operations US LLC
- John Paul Mitchell Systems
- Kao Corporation
- Others
Key Highlights of the Report
| REPORT FEATURES | DETAILS |
| Base Year | 2023 |
| Historical Period | 2018-2023 |
| Forecast Period | 2024-2032 |
| Scope of the Report |
Historical and Forecast Trends, Industry Drivers and Constraints, Historical and Forecast Market Analysis by Segment:
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| Breakup by Product Type |
|
| Breakup by Price Category |
|
| Breakup by End User |
|
| Breakup by Distribution Channel |
|
| Breakup by Region |
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| Market Dynamics |
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| Competitive Landscape |
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| Companies Covered |
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*At Expert Market Research, we strive to always give you current and accurate information. The numbers depicted in the description are indicative and may differ from the actual numbers in the final EMR report.
1 Preface
2 Report Coverage – Key Segmentation and Scope
3 Report Description
3.1 Market Definition and Outlook
3.2 Properties and Applications
3.3 Market Analysis
3.4 Key Players
4 Key Assumptions
5 Executive Summary
5.1 Overview
5.2 Key Drivers
5.3 Key Developments
5.4 Competitive Structure
5.5 Key Industrial Trends
6 Market Snapshot
7 Opportunities and Challenges in the Market
8 North America Shampoo Market Overview
8.1 Key Industry Highlights
8.2 North America Shampoo Historical Market (2018-2023)
8.3 North America Shampoo Market Forecast (2024-2032)
9 United States Shampoo Market Overview
9.1 Key Industry Highlights
9.2 United States Shampoo Historical Market (2018-2023)
9.3 United States Shampoo Market Forecast (2024-2032)
10 United States Shampoo Market by Product Type
10.1 Medicated
10.1.1 Historical Trend (2018-2023)
10.1.2 Forecast Trend (2024-2032)
10.2 Non-medicated
10.2.1 Historical Trend (2018-2023)
10.2.2 Forecast Trend (2024-2032)
11 United States Shampoo Market by Price Category
11.1 Mass
11.1.1 Historical Trend (2018-2023)
11.1.2 Forecast Trend (2024-2032)
11.2 Premium
11.2.1 Historical Trend (2018-2023)
11.2.2 Forecast Trend (2024-2032)
12 United States Shampoo Market by End User
12.1 Men
12.1.1 Historical Trend (2018-2023)
12.1.2 Forecast Trend (2024-2032)
12.2 Women
12.2.1 Historical Trend (2018-2023)
12.2.2 Forecast Trend (2024-2032)
12.3 Kids
12.3.1 Historical Trend (2018-2023)
12.3.2 Forecast Trend (2024-2032)
13 United States Shampoo Market by Distribution Channel
13.1 Supermarkets and Hypermarkets
13.1.1 Historical Trend (2018-2023)
13.1.2 Forecast Trend (2024-2032)
13.2 Convenience Stores
13.2.1 Historical Trend (2018-2023)
13.2.2 Forecast Trend (2024-2032)
13.3 Drug Stores and Pharmacies
13.3.1 Historical Trend (2018-2023)
13.3.2 Forecast Trend (2024-2032)
13.4 Online
13.4.1 Historical Trend (2018-2023)
13.4.2 Forecast Trend (2024-2032)
13.5 Others
14 United States Shampoo Market by Region
14.1 New England
14.1.1 Historical Trend (2018-2023)
14.1.2 Forecast Trend (2024-2032)
14.2 Mideast
14.2.1 Historical Trend (2018-2023)
14.2.2 Forecast Trend (2024-2032)
14.3 Great Lakes
14.3.1 Historical Trend (2018-2023)
14.3.2 Forecast Trend (2024-2032)
14.4 Plains
14.4.1 Historical Trend (2018-2023)
14.4.2 Forecast Trend (2024-2032)
14.5 Southeast
14.5.1 Historical Trend (2018-2023)
14.5.2 Forecast Trend (2024-2032)
14.6 Southwest
14.6.1 Historical Trend (2018-2023)
14.6.2 Forecast Trend (2024-2032)
14.7 Rocky Mountain
14.7.1 Historical Trend (2018-2023)
14.7.2 Forecast Trend (2024-2032)
14.8 Far West
14.8.1 Historical Trend (2018-2023)
14.8.2 Forecast Trend (2024-2032)
15 Market Dynamics
15.1 SWOT Analysis
15.1.1 Strengths
15.1.2 Weaknesses
15.1.3 Opportunities
15.1.4 Threats
15.2 Porter’s Five Forces Analysis
15.2.1 Supplier’s Power
15.2.2 Buyer’s Power
15.2.3 Threat of New Entrants
15.2.4 Degree of Rivalry
15.2.5 Threat of Substitutes
15.3 Key Indicators for Demand
15.4 Key Indicators for Price
16 Value Chain Analysis
17 Trade Data Analysis (HS Code – 330510)
17.1 Major Exporting Countries
17.1.1 By Value
17.1.2 By Volume
17.2 Major Importing Countries
17.2.1 By Value
17.2.2 By Volume
18 Competitive Landscape
18.1 Market Structure
18.2 Company Profiles
18.2.1 L'Oréal SA
18.2.1.1 Company Overview
18.2.1.2 Product Portfolio
18.2.1.3 Demographic Reach and Achievements
18.2.1.4 Certifications
18.2.2 Unilever Plc
18.2.2.1 Company Overview
18.2.2.2 Product Portfolio
18.2.2.3 Demographic Reach and Achievements
18.2.2.4 Certifications
18.2.3 Johnson & Johnson Consumer Inc.
18.2.3.1 Company Overview
18.2.3.2 Product Portfolio
18.2.3.3 Demographic Reach and Achievements
18.2.3.4 Certifications
18.2.4 Procter and Gamble Company
18.2.4.1 Company Overview
18.2.4.2 Product Portfolio
18.2.4.3 Demographic Reach and Achievements
18.2.4.4 Certifications
18.2.5 Colgate-Palmolive Company
18.2.5.1 Company Overview
18.2.5.2 Product Portfolio
18.2.5.3 Demographic Reach and Achievements
18.2.5.4 Certifications
18.2.6 Church & Dwight Co. Inc.
18.2.6.1 Company Overview
18.2.6.2 Product Portfolio
18.2.6.3 Demographic Reach and Achievements
18.2.6.4 Certifications
18.2.7 HRB Brands, LLC
18.2.7.1 Company Overview
18.2.7.2 Product Portfolio
18.2.7.3 Demographic Reach and Achievements
18.2.7.4 Certifications
18.2.8 Wella Operations US LLC
18.2.8.1 Company Overview
18.2.8.2 Product Portfolio
18.2.8.3 Demographic Reach and Achievements
18.2.8.4 Certifications
18.2.9 John Paul Mitchell Systems
18.2.9.1 Company Overview
18.2.9.2 Product Portfolio
18.2.9.3 Demographic Reach and Achievements
18.2.9.4 Certifications
18.2.10 Kao Corporation
18.2.10.1 Company Overview
18.2.10.2 Product Portfolio
18.2.10.3 Demographic Reach and Achievements
18.2.10.4 Certifications
18.2.11 Others
19 Key Trends and Developments in the Market
List of Key Figures and Tables
1. North America Shampoo Market: Key Industry Highlights, 2018 and 2032
2. United States Shampoo Market: Key Industry Highlights, 2018 and 2032
3. United States Shampoo Historical Market: Breakup by Product Type (USD Billion), 2018-2023
4. United States Shampoo Market Forecast: Breakup by Product Type (USD Billion), 2024-2032
5. United States Shampoo Historical Market: Breakup by Price Category (USD Billion), 2018-2023
6. United States Shampoo Market Forecast: Breakup by Price Category (USD Billion), 2024-2032
7. United States Shampoo Historical Market: Breakup by End User (USD Billion), 2018-2023
8. United States Shampoo Market Forecast: Breakup by End User (USD Billion), 2024-2032
9. United States Shampoo Historical Market: Breakup by Distribution Channel (USD Billion), 2018-2023
10. United States Shampoo Market Forecast: Breakup by Distribution Channel (USD Billion), 2024-2032
11. United States Shampoo Historical Market: Breakup by Region (USD Billion), 2018-2023
12. United States Shampoo Market Forecast: Breakup by Region (USD Billion), 2024-2032
13. Major Exporting Countries by Value
14. Major Importing Countries by Value
15. Major Exporting Countries by Volume
16. Major Importing Countries by Volume
17. United States Shampoo Market Structure
Key Questions Answered in the Report
The market is estimated to be valued at USD 5.28 billion in 2023.
The market is projected to grow at a CAGR of 4.1% between 2024 and 2032.
The shampoo market is expected to reach USD 7.59 billion in 2032.
The market is categorised according to its product type, which includes medicated and non-medicated.
The key market players are L'Oréal SA, Unilever Plc, Johnson & Johnson Consumer Inc., Procter and Gamble Company, Colgate-Palmolive Company, Church & Dwight Co. Inc., HRB Brands, LLC, Wella Operations US LLC, John Paul Mitchell Systems, Kao Corporation, and others.
The market is driven by factors that include increasing demand for sustainable, chemical-free, and eco-friendly products, urbanisation, disposable income growth, and changing lifestyles, among others.
The market is categorised according to its price category, which includes mass and premium.
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