Powered by Lindal Aerosol Solutions, The Dry Shampoo Category Continues to Grow
Dry shampoos spike: makers now tout beauty benefits and convenience; as a result, they now account for 5% of all new shampoo products, versus 1% in 2009…
The dry shampoo category has catapulted from only one percent of all new shampoo products in 2009, to five percent in 2014, according to analysts at Mintel Group in Chicago - and the advanced powder valve technology (CA 39) developed by Lindal Group has helped power leading products in that vibrant market.
According to Lindal, the leading aerosol solutions provider in the dry shampoo space, millions of consumers have been won over by today's newer products, which deliver a wider variety of end-user benefits. Where once the primary emphasis was 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 fact, many leading consumer media outlets have recently run stories on the fast-growing "no-poo" movement, which in the U.S. at least seems to have gained as much journalist attention as the "gluten-free" trend.
"Our sources tell us that much of today's dry shampoo appeal comes from consumers reducing daily washes from their hair care regimens," said Philip Brand, Global Marketing Director, Lindal Group. "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.
The market analysts at Euromonitor International concur, stating that the recent surge in dry shampoo popularity stems from consumer desire to preserve color, protect their hair's natural oils, and to avoid chemicals that may damage their hair over time. A recent Bloomberg Businessweek article quoted Euromonitor's analyst, Tim Barrett, who said, "The dry shampoo rage is part of a growing emphasis on hair health."
That same article referenced Unilever data showing that "about 83 percent of U.S. women skip a daily wash at least once a week." According to Brand, the packaging and formulation of today's dry shampoos deliver a positive user experience which, ultimately, will permanently change consumer behavior patterns.
This observation was seconded by analysts at Chicago's Mintel Group, where analyst Mohamed Omer recently reported that the addition of benefits such as color and conditioner to existing lines have pushed perceptions of dry shampoos as more than mere cleansers.
"In other words, the brands are now selling the glamour side of the business, in addition to convenience," Brand said. "This is an exciting change in positioning - that is, dry shampoos as style agents, not just 'cleansers' per se.
"Thus, dry shampoo product ranges continue to broaden, and deliver true consumer benefits and value, as 'ingredient awareness' grows amongst end-users. Note the preponderance of sulfate-free traditional shampoos, a sub-category that barely existed 10 years ago."
Lindal's ability to dispense solids via aerosol, with its powder valves, has helped a variety of dry shampoo brands. These range from the hugely popular Psssssst, which has expanded its offerings, to the relative newcomer TreSemme, with its Fresh Start. The company sees continued category growth in Europe, and new levels of consumer acceptance in the U.S. and the Pacific Rim as well.
The LINDAL Group is a worldwide leader in the development and manufacture of valves, actuators and spray caps for aerosol products and renowned for its innovative solutions.
ABOUT LINDAL GROUP
LINDAL Group is a worldwide leader in the design, manufacture and sale of valves, actuators and spray caps used in aerosol products. The Hamburg, Germany-based company has more than 50 years of experience with dispensing solutions for the cosmetics, household, pharmaceuticals, food and technical industries.
The LINDAL Group is represented by subsidiaries and licensees in more than 15 countries throughout Europe, Asia and The Americas. The company is renowned for its innovative designs, which deliver optimal functionality and return on investment. As a result, LINDAL packaging solutions are the choice of the world's most prestigious and trusted brands.