Hair Conditioners

Drug Topics, December 12, 1994 | Go to article overview

Hair Conditioners


The information in this department is provided by Towne-Oller & Associates, New York City, a subsidiary of Information Resources Inc. The sales data, as well as market share information, on specific OTC and HBC categories are based on product movement from distribution centers to participating retailers. Towne-Oller's database consists of 13,000 drugstores and 30,000 food stores.

The hair conditioner category consists of three segments--general conditioners, which are used after shampooing and washed out right away; deep conditioners, which are left on for several minutes before washing out; and leave-in conditioners, intensive treatments that are not rinsed out at all.

For the 12 months ending October 31, general conditioners brought in sales of $428.5 million in food and drug outlets, up 8% over the previous 12 months. Deep conditioners generated sales of $70.2 million, down 19%, and leave-in products sparked sales of $29.7 million, up 131%, in the two retail classes during the same period.

Leave-in products--therapeutic entries into the category--are used by consumers to help control hair and to take away frizziness and add some shine. Judging by the strong spurt in sales of leave-ins, deep conditioners may be losing ground to these items.

Comparing drugstores and food stores only, drugstores are outpacing food stores in dollar sales of leave-ins, with more than 60% of the business. In general conditioners, the competition is flip-flopped, with food stores accounting for 60% of sales. …

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