UK consumers wanting the 'natural' look has seen sales of styling products stall, increasing just 0.3% between 2012 and 2013 to reach a value of £294 million in 2013, says Mintel.
According to the market researcher, total hair care sales have seen steady growth over the past few years, but styling sales are hit as the nation opts for a more relaxed look.
Figures show the market for gel declined 7% over the past year, and sales of mousse declined 5% over the same one year period. In total, last year sales of gel and mousse products saw a £3.7 million drop in the market.
'The natural look was popular in the beauty market in 2013, leading to a reduced reliance on products which create a styled look,' comments Charlotte Libby, Senior Beauty Analyst at Mintel.
'Consumers are craving products and services that come with a stamp of authenticity.' Category breakdown
While minimal styling is a key trend for the nation's hair, hairspray continues be the styling market leader with a 42% share of sales of all styling products; with half of women using the product along with 1 in 10 men.
'Hairspray is not only ideal for flexible styling, but it can also prolong the effects of using heated appliances,' says Libby.
'With more mature women driving the usage of hairspray, brands can look to include more age appropriate models in their advertising and promotional materials.'
Elsewhere, non-aerosol styling sprays have seen one of the largest sales increases in the market, with sales rising 4.7% to £43 million in 2013, with products such as heat protection sprays growing increasingly popular.
Dry shampoo
The Mintel research also shows that hair oils and dry shampoo are newer innovations in the hair care market and they are still growing in popularity.
Dry shampoo is currently used by one in five women, rising from 17% in 2013 to 20% in 2014, while hair oils have increased from 11% in 2013 to reach 18% in 2014.
'To continue to see growth, newer products such as hair oils can incorporate popular beauty claims, for example BB and CC to encourage product trial from a young, beauty-focused audience looking for multi-function products to save them time with their beauty regime,' continues Libby.
'Recent hair fashion trends could also increase potential for targeted hair products. For example, hair oil designed to nourish coloured ends of hair could appeal to those who have embraced the recent trend towards ombre colour.'
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