Shampoo Market Size, Share & Industry Analysis, By Product (Medicated/Special-Purpose and Non-medicated/Regular), By Form (Liquid, Solid, and Others), By Application (Household and Commercial), By Distribution Channel (Hypermarkets/Supermarkets, Convenience Stores, Online Stores, and Others), By Manufacturers (Private Label, Toll Manufacturing, and Multinational), and Regional Forecast, 2025-2032

The global shampoo market size was valued at USD 36.27 billion in 2024. The market is projected to grow from USD 38.23 billion in 2025 to USD 56.59 billion by 2032, exhibiting a CAGR of 5.76% over the forecast period. Various prominent players are operating in the market, including Procter & Gamble, Unilever, L’Oreal, Shiseido, KAO Corporation, and others.

Shampoo is a hair care product that is used to cleanse the scalp and hair by removing dirt and oil and treating issues such as dandruff and hair fall. The increasing prevalence of hair-related issues among individuals boosts demand for anti-hair fall shampoo. Moreover, increasing awareness regarding hair care and rising product availability worldwide fuels market growth.

MARKET DYNAMICS

Market Drivers

Wide Product Availability to Accelerate Market Growth

Personal grooming, with a focus on hair care, is becoming increasingly popular across countries, contributing significantly to product sales. Various hair-related issues such as dandruff, hair thinning, sebum secretions, and severe hair loss, are being effectively addressed by hair care product companies through the introduction of anti-hair fall and anti-dandruff shampoo. This trend will witness remarkable growth, further boosting product sales. Several prominent players are launching new products to diversify their portfolios. For instance, in March 2022, Nyle Naturals, a hair care brand by CavinKare, re-launched its anti-hair fall range in response to increasing consumer concerns about hair loss.

Increasing Manufacturers' Focus toward Product Customization to Foster Market Growth

An expanding number of industry participants are shifting toward customization to cater to diverse consumer preferences and hair care needs. Key players in the market are experimenting with novel ingredients that can add value to their products. Ingredients such as biotin, probiotics, and fruit vitamins are being explored owing to the burgeoning demand for protein-and vitamin-based products that provide numerous benefits. Therefore, personalization and the introduction of innovative products by key players are likely to augment the global shampoo market growth.

Market Restraint

Prevalence of Counterfeit Products to Hinder Market’s Growth

The prevalence of counterfeit hair care products such as hair oils, shampoos, and conditioners, poses a significant challenge to the growth of the market globally. Counterfeit products erode consumer trust in the market by creating doubt about the authenticity and quality of haircare items. When consumers encounter fake or substandard products, they may become skeptical, which can lead to reduced confidence in making such purchases. Additionally, counterfeit or illegal haircare products often imitate reputable brands, leading to damage to the original brand's reputation.

Shampoo Market Trends

Increasing Demand for Natural and Organic Products to Provide Growth Opportunities 

The demand for natural and organic products is increasing due to the rising awareness about harmful effects. Consumers are interested in products made with natural ingredients such as plant extracts, essential oils, and botanicals, avoiding chemicals such as sulfates, parabens, and synthetic fragrances. In response to this trend, several key market participants are launching new products made with organic and natural ingredients. For instance, in May 2022, Medimix, a brand under the renowned AVA Group, launched its new hair care product named Total Care Shampoo. The product is manufactured with a combination of nine natural herbs and other essential ingredients, catering to the growing demand for safer options.

Impact of COVID-19

The COVID-19 pandemic significantly impacted the market owing to travel restrictions and lockdowns imposed by governments across various countries in 2020. Governments across countries imposed lockdowns in 2020, which resulted in disruptions in the supply chain, including transportation restrictions, factory closures, and delays in raw materials delivery.

SEGMENTATION ANALYSIS

By Product

Wide Availability of Non-Medicated/Regular Variants Encouraged Product Demand

Based on product, the global market is segmented into medicated/special-purpose and non-medicated/regular.

The non-medicated/regular segment dominated the global shampoo market share in 2024 owing to wide product availability and increasing adoption of mass-produced products across countries. Non-medicated shampoos are more affordable and easily accessible compared to their counterparts, resulting in significant consumption of non-medicated products worldwide. In addition, the increasing provision of over-the-counter variants in drug stores and pharmacies drives the revenue for the non-medicated shampoo segment.

The medicated/special-purpose segment is expected to grow steadily throughout the forecast period. Medicated shampoos are designed for specific hair scalp concerns, including inflammation on the scalp, dandruff, itching, flaking, irritation, redness, and others. Rising demand for functional hair care products that help in treating specific hair concerns and increasing adoption of herbal or natural ingredient-based personal hygiene products drive the growth of the segment.

By Form

Easy Usage and Extensive Availability of Liquid Variants led to the Dominance of Liquid Segment

The global market is segmented into liquid, solid, and others, based on form.

The liquid segment dominated the market in 2024 driven by its widespread availability through different retailers and wholesalers globally. Ease in the usage of the liquid product forms over other variants accelerated product sales within the liquid category.

The solid segment is expected to grow significantly in the coming years. Solid shampoos are available in the form of cubes, bars, and powders and are the eco-friendly form of conventional liquid products. The users can better save the amount of water by using the solid formats, compared to liquid and gel versions. Additionally, the growing popularity of shampoo bars formulated with herbal ingredients, including vegetable oils, fruit extracts, and antioxidants, is driving revenue growth in the segment globally.

By Application

Household Segment Led due to Significant Product Usage across Household Applications

The market is bifurcated into household and commercial, based on application.

The household segment dominated the market in 2024 due to the extensive product availability. Significant product usage in household settings for personal hygiene needs and the increasing toddler and infant population utilizing baby shampoos, further drives the expansion of the household segment worldwide. Furthermore, the rising number of companies introducing social media and celebrity endorsement campaigns to promote their hair grooming products is slated to increase the demand among household consumers worldwide.

The commercial segment is expected to grow significantly throughout the forecast period. The growth is attributed to the expansion of infrastructural facilities such as salons, spas, hospitality settings, and other commercial infrastructural facilities. The increasing preference for professional-grade personal grooming & hygiene products in spa facilities skyrocketed the product demand from these settings.

By Distribution Channel

Hypermarkets/Supermarkets Led owing to Availability of Diverse Products Varieties

Based on distribution channel, the market is segmented into hypermarkets/supermarkets, convenience stores, online stores, and others.

The hypermarkets/supermarkets dominated the market in 2024 due availability of diverse varieties of products on supermarket shelves. This allows consumers to compare options and buy a particular product or set of products as per their hair care needs. The emerging trend of bulk purchasing of personal care products at supermarkets and department stores contributed to the growth of the segment.

The online stores segment is expected to grow significantly throughout the forecast period. This is owing to the rising adoption of online shopping for consumer products and increasing awareness of herbal products through social media sites and applications, which drive online product sales worldwide. Furthermore, the increasing number of drop-shipping and e-commerce businesses offering affordable personal care products and a growing number of smartphone users will fuel the segment’s growth in the coming years.

By Manufacturers

Multinational Segment Dominated Due to High Presence of Multinational Companies

Based on manufacturers, the market is segmented into private label, toll manufacturing, and multinational.

The multinational segment dominated the market in 2024, fueled by the continual provision of branded products, diverse key multinational companies' distribution networks, and a robust customer base. These factors significantly contributed to the revenue generation of multinational companies worldwide. Furthermore, increasing capacity building initiatives and expansion projects undertaken by multinational companies drive the segment’s growth.

The private label segment is expected to grow significantly throughout the forecast period. This growth is fueled by an increasing focus among private-labeled manufacturers of vegan or cruelty-free personal care on expanding their retailer network to boost product sales.

Global Shampoo Market Regional Outlook

Geographically, the global market is segmented into North America, Europe, Asia Pacific, South America, and Middle East & Africa.

Asia Pacific

Asia Pacific region dominated the market in 2024. The increasing focus on hair care among health-conscious consumers and rising self-consciousness among men regarding personal grooming fuels the region’s growth. Moreover, the growing emphasis on maintaining physical appearance in offices among individuals, owing to the rising working population across China, India, Japan, and South Korea, boosts product demand.

Europe

Europe is expected to grow significantly throughout the forecast period owing to growing awareness of scalp health and an increasing focus on personal hygiene among individuals. The rising number of professional salons and barbershops across the U.K., France, Spain, Italy, and Germany, coupled with increasing consumer spending on beauty & hair care products due to rising disposable incomes, is fueling the region’s market growth.

North America

North America is also expected to grow significantly throughout the forecast period. The presence of various prominent players and the increasing focus on personal grooming, including hair care, boosts product demand. Furthermore, rising disposable income among individuals coupled with the increasing number of beauty salons, propels market growth in the region.

The U.S. is the most prominent country in the region owing to the rising hair-related problems among individuals and the increasing number of working women seeking haircare solutions to maintain their appearance. According to the Bureau of Labor Statistics, the labor force participation rate for women in the U.S. was 56.8% in 2022.

South America

South America is expected to grow steadily in the coming years owing to rising disposable incomes among the middle-class population across Brazil, Argentina, Colombia, Venezuela, and Peru. Additionally, increasing awareness regarding personal grooming and hygiene, along with a growing environmental awareness about eco-friendly products, is fueling demand in the region.

Middle East and Africa

The increasing consumer awareness about the importance of grooming and personal hygiene across various countries, including UAE, Saudi Arabia, South Africa, and Egypt, fuels the market growth. Moreover, the rising Muslim population across the Middle East and Africa boosts demand for halal-certified products

COMPETITVE LANDSCAPE

Key Industry Players

Prominent Players Focusing on Launching New Brands to Strengthen their Market Presence

Intense competitive rivalry characterizes the global market, with prominent international market players leveraging their strong brand loyalty and market presence to stay ahead. Several major companies are focusing on launching new brands to diversify their portfolios and strengthen their market presence. For instance, in February 2024, Kao Corporation, a Japan-based chemicals & cosmetics company, launched its new hair care brand, melt. According to the company, the newly launched brand will strengthen its haircare business segment, further expanding its market footprint.

Major Players in the Market

Procter & Gamble, Unilever, L’Oreal, Shiseido, and KAO Corporation are the prominent market players. The global market is highly fragmented, with the top 5 players accounting for around 30% of the market share.

List of Key Shampoo Companies Profiled:

• L'Oréal S.A. (France)        


• Unilever Plc. (U.K.)           


• The Procter & Gamble Company (U.S.)


• Henkel AG & Co. KGaA (Germany)


• Johnson & Johnson Services, Inc.  (U.S.)


• Coty Inc. (U.S)


• Estée Lauder Companies, Inc. (U.S.)


• Kao Corporation (Japan)


• Beiersdorf AG (Germany)


• Shiseido Co. Ltd. (Japan)

KEY INDUSTRY DEVELOPMENTS:

• September 2024: Fenty Hair, a U.S.-based haircare brand, launched its new range of nine reparative hair care and styling products at 700 Sephora stores in North America, a leading retailer of personal care & beauty products.


• July 2024: Kerasoul, a brand of Seasoul Cosmetics, launched a new haircare range, including a detoxifying shampoo and protein collagen conditioner. According to the company, the new range is made using organic and non-toxic ingredients.


• April 2024: Johnson’s Baby, a baby care brand of Johnson & Johnson Services, launched its Milk Moisturizing Shampoo, a new product line that is free from added parabens, dyes, sulfates, and phthalates.


• April 2023: Kao Corporation, a Japan-based chemical and consumer products company, launched the Space Shampoo Sheet, a product designed with convenience and sustainability.


• January 2023: Procter & Gamble, a U.S.-based consumer goods company, acquired Mielle Organics, an Australia-based natural hair care product brand, to expand its presence in Australia. 

Investment Analysis and Opportunities

The global shampoo market has lucrative opportunities to expand in emerging markets to explore untapped regions such as Africa, the Middle East, and rural Asia. Developing affordable product lines tailored to local preferences can generate multiple revenue pockets for manufacturers while serving consumer needs. Additionally, investment in R&D to create sustainable formulations and partnering with certification bodies to gain consumer trust will further accelerate market growth. Besides, in line with sustainability trends, developing refillable and recyclable packaging solutions for shampoo products offers growth prospects. Moreover, collaborating with local brands in high-growth regions and acquiring niche players specializing in organic or medicated shampoo will provide boost to the company’s growth.

REPORT COVERAGE

The shampoo market report analyzes the market in-depth and highlights crucial aspects such as prominent companies, type analysis, application, & distribution channels. Besides this, the research report also provides latest market trends and highlights significant industry developments.

Report Scope & Segmentation

ATTRIBUTE	DETAILS
Study Period	2019-2032
Base Year	2024
Estimated Year	2025
Forecast Period	2025-2032
Historical Period	2019-2023
Growth Rate	CAGR of 5.76% from 2025 to 2032
Unit	Value (USD billion)
Segmentation	By Product Medicated/Special-Purpose Non-Medicated/Regular
By Form Liquid Solid Others
By Application Household Commercial
By Distribution Channel Hypermarkets/Supermarkets Convenience Stores Online Stores Others
By Manufacturers Private Label Toll Manufacturing Multinational
By Region North America (By product, By form, By application, By distribution channel, and By country) U.S. (By Product) Canada (By Product) Mexico (By Product) Europe (By product, By form, By application, By distribution channel, and By country) U.K. (By Product) Germany (By Product) France (By Product) Italy (By Product) Spain (By Product) Poland (By Product) Rest of Europe (By Product) Asia Pacific (By product, By form, By application, By distribution channel, and By country) China (By Product) India (By Product) Japan (By Product) South Korea (By Product) Australia (By Product) Rest of Asia Pacific (By Product) South America (By product, By form, By application, By distribution channel, and By country) Brazil (By Product) Argentina (By Product) Rest of South America (By Product) Middle East & Africa (By product, By form, By application, By distribution channel, and By country) UAE (By Product) Saudi Arabia (By Product) South Africa (By Product) Rest of Middle East & Africa (By Product)