The dry shampoo category has catapulted from only one percent of all new shampoo launches in 2009, to five percent in 2014, according to analysts at Mintel Group.

According to Lindal, the Germany-based 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."

"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 behaviour, 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 colour, protect their hair’s natural oils, and to avoid chemicals that may damage their hair over time.

"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.