In a recent study, online survey company Attest looked at how American women consume hair products. The study also highlights consumer expectations and purchasing behavior.
All data from various surveys conducted by Attest during 2025.
Concerns
Hair loss is a major concern for Americans. 37% are looking for treatments to prevent baldness or alopecia.
They are also concerned about the health of their scalp (34.5%).
“Hair growth or length is particularly important for people aged 25 to 34, with 45% declaring it to be one of their top three expectations,” adds Attest. “The majority of men are sensitive to scalp health, with 47% declaring it to be one of their main concerns, compared with only 22% of women. They are also more concerned about hair shine and softness than women.”
Millenials or the thirst for novelty
The 35-44 age group seems to be the most inclined to try out new brands of hair care products. 38% say they regularly try new products from different brands (compared to a national average of 26.5%).
This cohort is also the most influenced by social media: 19.5% say they buy what they see recommended online, compared with 13% for the population as a whole.
The importance of sustainability
The younger consumers are, the more important the eco-responsible profile of the products they …
