New York City-based personal care market analysts Spate has revealed the latest hair care trends according to US consumers’ Google searches.
Searches within the hair category demonstrate that treatments as well as hair and scalp health are top of mind for Americans in 2022, it found.
The hair care category has demonstrated consistent year-on-year growth since 2019, demonstrating the importance of this category to consumers’ beauty routines.
Trends driving the most significant positive change in search volume include Keratin treatment (+40.3K avg monthly searches), silk press (+39.1K avg monthly searches), and conditioner (+34.6K avg monthly searches).
Trends driving the most significant positive year-on-year growth percentage include ginseng shampoo (+91.1% YoY), bonding oil (+78.8% YoY), and carbonic acid (+73.3% YoY).
Top trending brands include Olaplex, Redken, Neutrogena, Nutrafol, K18, Divi, and Lolavie.
“Given the breadth of the hair care space, Google search data is vital to understand which categories are driving the most significant consumer interest. With so many different interests — from hair texture to scalp health — there also comes many opportunities,” said Spate co-founder Yarden Horwitz.
“There’s not a single way to win, and brands should consider a niche where they can carve out a passionate following. This strategy follows in the footsteps of brands like Olaplex, Nutrafol, K18 and Divi,” she added.
