The $77.26 billion global hair care industry in 2018 was up 2.8% from the previous year,according to market research firm Euromoni-tor International.Many factors are fueling the category's growth,from more natural and sustainable products to a broader range of hair care benefits to suit each consumer.Market research company Kline & Co.said sales in the global salon hair care market have steadily risen 3% per year since 2012,but have actually declined in the U.S.This has caused a major shift in the U.S.market-the expansion of previous salon-only brands to other retail channels such as online platforms and supermarkets.This shift may have been necessary as customers are going to the salon less than ever in the U.S.,as well as in Germany,Russia and France,Kline reported.Euromonitor statistics agree.Hair care products sold in traditional retail channels(not salons)in the U.S.actually rose 3.2% in 2018,Euromonitor reported.A 2018 survey of U.S.consumers by market research firm Mintel revealed that 97% agree it's important that companies act morally and ethically,up from 76% in 2012.Three in five consumers also expect companies to have environmentally-friendly initiatives.These numbers trend higher with younger generations.Mintel said 62% of iGens(ages 18-23)say products from socially responsible companies are worth paying more for.
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