LONDON--(BUSINESS WIRE)--Technavio’s latest market research report on the global dry shampoo market provides an analysis of the most important trends expected to impact the market outlook from 2017-2021. Technavio defines an emerging trend as a factor that has the potential to significantly impact the market and contribute to its growth or decline.
The global dry shampoo market is expected to register a CAGR of close to 19% during the forecast period. Dry shampoos have emerged as an attractive beauty option as they are convenient and quick to use without the need for any water. The growing awareness and demand for natural and organic products would also drive the demand for dry shampoos.
According to Tamal Saha, a lead analyst at Technavio for cosmetics and toiletry research, “The growth of the global dry shampoo market is stimulated by factors such as the changing demographics and lifestyles, evolving fashion trends, and growing fashion consciousness among individuals. Manufacturers are currently aiming to increase their customer base and market share by emphasizing more on product innovation and new product launches.”
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The top three emerging market trends driving the global dry shampoo market according to Technavio research analysts are:
- Celebrity endorsements
- Rise in demand for natural and organic products
- Ease of usage and availability of small travel-size packs
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In the hair care industry, one of the popular marketing strategies implemented by vendors is celebrity endorsement. This helps in attracting the target audience. The top players sign contracts with celebrities, which include actresses, models, actors, famous hair stylists and experts. Under such contracts, the celebrities are required to endorse the brands by being a representative or spokesperson for the brand.
In the beauty and personal care (BPC) industry, customers are also drawn to products through advertisements on social media platforms, where well-known fashion and beauty bloggers endorse the brand. For instance, in 2015, Batiste signed up music artiste Ella Henderson to endorse its dry shampoo products. This marketing strategy pushes customers to purchase and try the product once. If the customers like the product, it creates brand loyalty.
Rise in demand for natural and organic products
Natural and organic products are emerging as significant product segments in the hair care market. With rising awareness regarding scalp-related diseases and hair-fall, consumers are increasingly towards herbal and natural hair care solutions. Some vendors have come up with natural solutions in the dry shampoo market. ACURE ORGANICS offers dry shampoos that have natural ingredients such as rosemary oil, peppermint oil, arrowroot powder, and kaolin clay.
“The emergence of natural and organic dry shampoos is attracting many customers. Dry shampoos are convenient to use, provide moisture, remove excess oil from the scalp, and make the hair easier to style. Therefore, the increase in the demand for natural and organic products may propel the market growth during the forecast period,” says Tamal.
Ease of usage and availability of small travel-size packs
Portability and convenience are the two main factors that customers consider while purchasing travel-size shampoos. Dry shampoos are considered a convenient product while traveling as they can be used without water and are available in small travel-size packs. This helps customers do away with carrying separate bottles of shampoo and conditioners while traveling.
Some of the manufacturers that provide dry shampoos in travel-size packs include Living Proof (brand of Unilever), Morocconoil, Batiste, and Klorane (brand of Pierre Fabre). This growing trend is expected to contribute significantly to the revenue and growth of the global dry shampoo market during the forecast period.
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