According to Gradus Retail Index, the hair and scalp care market remains one of the most stable segments of non-food retail. In 2024, the turnover of the shampoo category, considered in the context of large federal chains, reached 54.5 billion rubles, showing an increase of 13% compared to the previous year. This result demonstrates a balanced combination of demand stability and the evolution of consumer preferences.
The shampoo market is gradually moving away from universal solutions. Consumers are increasingly choosing specialized products - from medicinal shampoos to products for sensitive or oily scalp. This creates demand for a range with narrow functionality, opening up new opportunities for niche brands. The importance of environmental factors is growing: buyers pay attention to the composition, biodegradability of packaging and refusal to test on animals. Such requirements are especially relevant for urban consumers who choose ethical consumption.
Despite the overall growth in turnover, the average price of a bottle of shampoo in 2024 increased by only 4.7% — almost half the official inflation rate. This confirms the high level of competition in the category: manufacturers and distributors strive to keep prices down, compensating the consumer for the increase in costs. The activity of small Russian companies entering the shelves of large chains with price advantages has an additional impact.
Shampoos remain the key product in the segment, accounting for 68.6% of revenue, followed by conditioners (17.2%) and masks (3.8%). Leave-in products account for 4%, while the rest of the category accounts for only 6% of turnover.
The Central Federal District maintains its leadership in sales volumes — 33.9% of the total turnover. The Volga Federal District is in second place with a share of 20.4%. At the same time, the growth rates in these districts are lower than the Russian average, which indicates market saturation and limited expansion potential.
The North Caucasus Federal District also showed significant growth (+22.9%), which, with a low starting base, reflects emerging demand in regions with limited supply and low incomes.
On average, one Russian resident spent 373 rubles on the hair care category in 2024, which is equivalent to 1.37 units of product. The highest consumption was recorded in the Southern Federal District - 465 rubles per person.
The bulk of sales in the category (76%) comes from convenience stores. This emphasizes the everyday, everyday nature of consumption. Minimarkets also demonstrated the largest sales growth — +16.6% in rubles. Hypermarkets hold the second position (20%), but here a decrease in sales in units of 2.8% was recorded, which may be due to the closure of outlets of a number of Western retailers.
Supermarkets provide a stable 4% of sales and moderate growth. Online stores that are part of retail chains remain on the outskirts of the segment — their share does not exceed 1%. This is due to competition from marketplaces that are not included in the pool under consideration.
In terms of price levels, minimarkets set the market bar. In hypermarkets, shampoos are sold on average 2.9% more expensive, in supermarkets — 10.6%. In online stores — 3.3% cheaper than in convenience stores.
The most significant share of turnover — more than 50% — is formed by rank AA brands (more than 1 billion rubles per year), included in the portfolios of international companies. However, the growth of these brands is slowing down: +8.7% in rubles and +4.4% in units. At the same time, rank AB brands (0.5–1 billion rubles), represented exclusively by Russian manufacturers, demonstrate high dynamics — +29.9% in rubles and +16.6% in units.
The most noticeable activity is demonstrated by brands of ranks B, C and D, providing growth from 32% to 165% in rubles. The D-segment is especially worth noting: with a minimum share (0.1%), it shows record growth and a competitive price — 39% below the market average.
Rank Z brands, on the contrary, are losing ground: their share decreased from 2.5% to 0.8%, and the decline in turnover amounted to more than 60%.
An analysis of the country affiliation of brands confirms the strengthening of the positions of Russian manufacturers. In segments AB, B, C and D, the share of domestic brands varies from 59% to almost 100%. This reflects adaptation to new conditions and the successful work of local players to expand their presence in retail chains. The total increase in the turnover of Russian brands in 2024 amounted to at least 41.4%.
