The original selling point for dry shampoo was in its convenience but as brands now communicate the benefits of the products rather than the time-saving aspect, the category could see continued growth in Europe, and new levels of consumer acceptance in the U.S. and the Pacific Rim as well, according to the Lindal group, an aerosol solutions provider in the category.
The dry shampoo category has gone from 1% of all new shampoo products in 2009, to 5% in 2014, according to Mintel, and Lindal says it is because consumers have been won over by today's newer products, which deliver a wider variety of end-user benefits.
Growing appeal
It has also seen the likes of Unilever, L'Oreal, and Procter & Gamble launch their own dry shampoos and this has helped further.
Unilever data even suggests that "about 83% of U.S. women skip a daily wash at least once a week."
"Our sources tell us that much of today's dry shampoo appeal comes from consumers reducing daily washes from their hair care regimens," says 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."
Benefits
According to Brand, the packaging and formulation of today's dry shampoos deliver a positive user experience which, ultimately, will permanently change consumer behaviour patterns.
"In other words, the brands are now selling the glamour side of the business, in addition to convenience," Brand says. "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."
According to Euromonitor, the recent surge in dry shampoo popularity stems from consumer desire to preserve colour, protect hair's natural oils, and avoid chemicals that may damage hair over time.