Hair to stay: Will hair care keep its pandemic momentum?
Will consumers stay the course now that things appear to be returning to a new normal across much of the country?
Over the past three months, mass-market retailers saw a spike in most segments of hair care as salons, beauty supply stores and specialty beauty retailers were forced to close during the COVID-19 pandemic.
Now marketers and merchants hope the habits consumers adopted during their time sheltering at home will stick and the category will continue to produce robust volume. A pipeline of new products from multinational brands and niche marketers also is in the works to maintain the sales bounce.
According to Mintel, consumers are washing their hair as often if not more since they have more time than they did before they were forced to stay home. However, IRI data suggested they might be looking for better value as combo pack sales jumped almost 10% in mass doors for the three months ended April 19. Mintel also singled out a jump in dry shampoo volume.