Mintel Beauty and Personal Care reports its new research on the dry shampoo market. Mintel’s Global New Products Database has found that in 2008, new dry shampoo launches accounted for 1% of all global shampoo launches — but, by 2012, the segment captured 3% of the category. This year, growth is expected to rise again.

“The benefits of daily shampooing continue to be questioned, as many have argued that too frequent washing can actually strip the hair of its natural oils, creating an opportunity for these waterless shampoos to shine,” says Amy Ziegler, Mintel beauty & personal care analyst. “In addition, dry shampoo has made a serious case for convenient cleansing as it provides the functional cleansing benefits without the wash, rinse, repeat routine, and directly ties into consumers’ ease of use expectations.”

There are many nw customers to convince, however, on the benefits of dry shampoo. Only 16% of U.S. adults have reported using a dry shampoo in the past year. Usage in Europe is similar, but it is highest in the UK, where 23% of women have used a dry shampoo.

Manufacturers have responded to consumers’ preferences by incorporating convenient attributes into their dry shampoo product launches. The time/speed claim has been present in 53% of dry shampoos launched since 2009, making it not only the most frequently used claim in the segment, but also one of the fastest growing, according to Mintel’s GNPD.

“Consumers shop the haircare aisle with their individual needs in mind, preferring to buy products that directly speak to their hair type, condition and style. Dry shampoo is no different and is selected based on the same criteria. For women, product benefits trump low price to take the top spot on the desired attribute list,” adds Amy Ziegler.

Beauty enhancing claims are being used more frequently – in 19% of all new launches since 2009. Brightening and illuminating benefits have posted the most significant growth, with introductions more than doubling 220% between 2009 and 2011. In addition, more than half (53%) of U.S. women find the fragrance of their shampoo and conditioner to be an important characteristic.

“In the future, the dry shampoo market will expand by way of unique fragrances, more beauty-focused benefits and new format types. Shine, which is not normally associated with dry shampoo, is a top priority for consumers and will therefore be a top priority for manufacturers,” concludes Amy Ziegler.

Photo: Oscar Blandi’s Dry Shampoo, with a small opening at the top of the bottle to make pouring the dry product convenient. It is one of the 16 different dry shampoo products at Sephora.com.