Special Feature: Year In Review

Year In Review: Shampoo

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December 17, 2020
by Shastri Mahadeo
2 Minutes

The following insights are powered by Nielsen in partnership with Unioncrate, an artificial intelligence demand planning platform that combines consumer behavior and historical shipment data to predict sales and inventory with up to 91.6% SKU-level accuracy.


Welcome to Day 17 of Unioncrate’s Year In Review, breaking down the shampoo category and its 0.8% growth in 2020.


  • When the pandemic was officially declared in March, consumers made sure to stock up on enough shampoo to last the rest of the year: the category grew 20.7% in the 4-week period ended 3/21.
  • There were no dry shampoo touch-ups needed during quarantine, and the category fell 7.8% in the 40-week period since March, dropping into declines as low as 28.8% in a single 4-week period. 
  • Clarifying shampoos were among the most popular this year, growing 45% in 2020.

News to Rinse & Repeat

  • SexyHair debuted a line of CBD-infused hair products, making them the first brand to carry a full range of CBD haircare.
  • On the other side of the pond, Garnier launched their first-ever line of solid shampoo bars, a plastic-free option to help reduce the 520 million plastic shampoo bottles that end up in UK landfills each year.
  • Eva NYC announced its 4-year sustainability plan, which includes goals like switching to 100% recyclable packaging and using 100% green energy sources in its New Jersey warehouses.
  • High-end hair care brand R+Co set out to prove that luxury doesn’t need to be wasteful, releasing a line of premium hair care products that come in 100% recyclable packaging.

Up Next: Conditioner

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