According to The NPD Group, sales of prestige hair products increased 67% from January to the end of September 2022, compared to the same period in 2019. The market for prestige hair products in the UK was valued at £29.8 million in 2022, an increase of 18% compared to the same period in 2021.

The market research firm says British consumers have shifted their behaviour during the pandemic and the closure of hair salons. During the various lockdowns, they turned to specialised treatments, shampoo and conditioning products from the prestige hair category for their home hair routine.

Online channels drive market growth

This shift in consumer behaviour shows no sign of decreasing as sales across this category continue to grow, especially online. The study finds that 67% of all prestige hair products sales in the UK are made via online channels.

Many people are loyal to the products within their hair routine and the online channel lends itself to replenishment purchasing. Online also allows the consumer to be savvier when searching for products to see where they are most competitively priced,” explains Emma Fishwick, Account Manager, NPD UK Beauty.

Cleansing and styling

Daily rinse shampoo and conditioner products perform well in this sector. Sales of dry shampoo increased 68% in the nine-month period compared to 2021, suggesting that consumers, who are commuting again and socialising more, maybe opting for an on-the-go quick fix. Sales of hair styling products including hair spray reported double-digit growth in this period compared to last year.

‘Skinification’ of hair

As consumers are becoming more educated about ingredients in beauty and hair care, brands have responded with a multi-layered approach to hair care offering multi-step routines, akin to skincare regimes, for home hair care. Targeted products can address particular issues and deficiencies. As a consequence, sales of hair oil increased 34% and hair serum increased 33% during the first nine months of 2022 compared to last year.

The prestige hair category has performed incredibly well since the beginning of the pandemic. Consumers are upgrading their hair care routines with everyday use prestige products such as daily rinse shampoo and conditioner that by their very nature address specific concerns from dry and damaged hair, to split ends and fizziness. This is a major shift, and we believe that the ‘skinification’ of haircare is here to stay,” concludes Emma Fishwick.