Indian consumers seek personalised haircare amidst stagnant market

Around 44% have shown interest in products that are customised to specific hair types.

About 35% of Indian consumers have increased their time and spending on haircare routines, with 44% showing interest in personalised products that are customised to specific hair types.

In a study by Mintel Global Consumer, spanning the six months leading to September 2023, Indian consumers are more welcoming of fresh haircare routines, new haircare formats and diverse hair types, despite stagnant growth in the haircare category.

However, haircare subgroups like shampoo, hair treatment and conditioner still hold the potential for revitalising innovation in their respective industries. This is reflected in 42% of Indian consumers using the same haircare brands but occasionally experimenting with new ones.

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“There is also potential to revitalize haircare product innovation as Indian consumers are spending more time on haircare regimes and show a willingness to experiment, especially with personalized options,” Twinkle Behl, beauty and personal care analyst of Mintel Reports India, said.

In terms of hair specifics, 71% of Indians have straight hair. However, a small segment of consumers claim to have curly and wavy hair (16% and 8%, respectively), supported by their traction in Google Trends searches.

For hair treatments, while hair oil remains a primary commodity, new formats, like leave-in treatments, have been widely explored.