In the United States the estimated value of the hair care market was about 47 billion U.S. dollars in 2016 and that figure is expected to grow to over 50 billion U.S. dollars by 2025. Although not everyone sees the point in using conditioner or hair styling products, almost everyone with hair owns a bottle of shampoo, hence the largest share of the U.S. hair care market is attributed to shampoo. In 2016, over 548 million units of shampoo were sold in the United States. The shampoo brand OGX experienced negative sales growth in 2017 compared to the previous year, despite being the top selling shampoo brand that year. Dove Nutritive Solutions experienced sales growth of upwards of 350%, making it the fastest growing shampoo brand of 2017.
The amount that the average American consumer spends on hair care products fluctuates considerably from year to year, but in the last five years there has been a steady upward trend in expenditure, growing from about 62 U.S. dollars per year in 2012 to about 83 dollars in 2016. A May 2017 consumer survey found that over half of Americans use hair care products every day, and only three percent never use any hair care products. Men and women also exhibit different hair care behaviors, while 34 percent of American women wash their hair every day, over half of American men use shampoo on a daily basis.