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ClearCut Analytics breaks down shampoo and conditioner trends

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Which products are excelling in e-commerce? Chicagobased analytics provider ClearCut, which examines e-commerce and Amazon sales analytics to identify emerging trends, recently took a look at the shampoo and conditioner subcategory within hair care and how the products are performing on Amazon.

According to ClearCut’s analysis, shampoo and conditioner have seen a 48% year-over-year growth rate on Amazon as of July. While the analysis noted this is largely due to the pandemic pushing shoppers online, it still shows the subcategory at a higher baseline than in previous years.

Among products, shampoo has 46% market share, with conditioner following behind at 29%. While 2-in-1 products only make up 5% market share, that particular product group is growing at a rate of 56% year over year as of July — well outpacing the rest of the category.

On Amazon, top brands include Biolage, Redken, Paul Mitchell, Olaplex and Nioxin. Shampoo and conditioner is a fairly diversified category, with more than 170 brands that have annual sales exceeding $1 million. The top 10 brands only make up 27% market share on the online retailer.

With regard to the ever-popular shift to natural products, natural shampoos make up 37% of that segment, with conditioners making up another 27%. In natural, as in the overall category, growth in sales of 2-in-1 products is outpacing that of other products.

To learn more about ClearCut Analytics’ insights, contact insights@clearcutanalytics.com. dsn

SHAMPOO & CONDITIONER SALES HAVE REACHED A NEW BASELINE ON AMAZON

48% YOY GROWTH 170+ # OF BRANDS WITH >$1MM ANNUAL SALES

27%

SHAMPOO LEADS IN SALES BUT 2-IN-1 ITEMS ARE A RISING STAR AMONG NATURAL PRODUCTS, 2-IN-1 ITEMS SEE ACCELERATING GROWTH

MARKET SHARE OF THE TOP 10 BRANDS