Personal care - haircare 2024: haircare up as scalp NPD gets ahead

Brits are worrying about their heads. Or more specifically, their scalps. So says P&G, which references Google trends data showing searches for ‘how to moisturise scalp’ shot up 4,000% in the four weeks to 17 October.

“We know it’s an issue that many women struggle with,” says Ian Morley, vice president of sales for P&G Northern Europe. The fmcg giant is looking to solve the problem with its Head & Shoulders Derma X Pro range, which “gently washes” the scalp and removes dead skin before conditioning.

That’s likely one reason why Head & Shoulders remains well ahead of the pack in shampoo. The market leader’s sales are up 3.2% and volumes have grown 3.5%.

Superdrug’s also thriving in this area. “We have definitely seen a trend in customers seeking more products for scalp care and hair growth,” it says. Its Scalp Tonic delivered a 70% increase in value after going viral on TikTok, it adds.

That’s not the only innovation gaining ground. NPD as a whole has played “an important role” in category growth, says NIQ senior analytic exec Shreya Srivastava.

She points to L’Oréal Elvive’s Hydra Pure and Glycolic Gloss as particularly successful launches. They’ve boosted the overall L’Oréal brand, which has delivered volume growth of 10.9% in shampoo, and 13.6% in conditioner.

It’s telling both products are marketed on their shine-enhancing properties. Because glass hair – an evolution of the glass skin trend – has been “firmly” on the agenda this year, according to Boots Beauty Trends Report 2024. For NIQ, it’s all part of the “skinification” of haircare, which is increasingly making use of active ingredients such as vitamin C, hyaluronic acid and glycolic acid.

One range capitalising on the glass hair aesthetic is our Top Launch, Tresemmé Lamellar Shine (see below), which promises “professional salon shine” for a budget price.

Demand for the look has been driven by celebs on the red carpet, says Carly Burford, haircare marketing lead at parent company Unilever. But ultimately, the goal for haircare shoppers remains constant, she says: “To have a good hair day.”

Read more: Haircare 2023: Brits commit to treating their hair