On its way to reaching $3 billion, the U.S. consumer hair tools and appliances market shows no signs of slowing down. This market is nearly double the size of Europe, which is valued at $1.6 billion in 2023, according to Kline + Company’s latest data. Relentless innovation from leading brands and the launch of affordably priced multi-benefit tools from entry- to mid-tier players are largely driving the market’s surge.
As consumers are increasingly prioritizing hair health, seeking products that not only enhance style but also offer protection, the market is experiencing a growing demand for hair tools and appliances designed to minimize hair damage. Hair dryers and blowers remain the most popular category in both the United States and Europe, accounting for about 35% of the collective market.
Dyson has positioned itself as a frontrunner, transforming the market with its pioneering air technology and setting a new benchmark for premium tools, with product prices averaging above $400. The brand secured a substantial market presence in key markets such as China, Europe, and the United States. Dyson commands nearly half of the total market share in Europe and also stands as the leading player in the United States and China.
Following the success of Dyson’s leading product, the Dyson Airwrap, other top players in the United States have introduced similar products and technologies. These new offerings mimic Airwrap’s model of interchangeable heads to achieve various styling results without the use of extreme heat.
Conair’s offerings span both consumer and professional categories, including straighteners, curling irons, and dryers/blowers, with prices ranging from $50 to $200. According to Kline + Company’s data, hair dryers capture approximately 75% of its total sales for 2023. Conair has launched its latest product, the InfinitiPRO DigitalAire Drying Wand, entering the multifunctional market space to compete with Shark and Dyson in 2024. This tool is strategically priced at $150 to appeal as an affordable option compared to the competition.
InfinitiPRO DigitalAire Drying Wand
Shark is broadening its presence in the United States and has recently made its debut in the Europe market. The brand has launched SmoothStyle, a versatile tool engineered to both style and air-dry the hair. This innovation allows users to effortlessly achieve their preferred hairstyles on wet hair, minimizing hair damage in the process. Shark is dedicated to developing versatile hair tools to seize opportunities within the growing segment of multi-functional tools. The brand’s pricing strategy is set within the mid-tier segment, with the goal of providing a product that rivals the Dyson Airwrap, yet at a more attractive price point.
How is the rising popularity of multi-functional tools impacting the overall hair tools and appliances market? What innovative features are consumers prioritizing? Which pricing strategies are most effective in driving sales across different segments? How are new entrants and emerging brands impacting the competitive landscape? To delve deeper into these questions and uncover actionable insights, explore our comprehensive market research on hair tools and appliances.
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