More Exciting Reports Here >
Tradition & Convenience Are Coming Together
The Fast Changing Food Landscape
Four Big Shifts In The Glamour Game
The New Age Of Layering Face Care In India-A Homes
May 26
Hair Styling: New Formats
Lead The Growth
In India-A
A Category with Low-Penetration but Expanding Repertoires
Hair styling in India-A remains a relatively low-penetration (~14%) yet fragmented category with 150+ brands, anchored by established players such as Parachute Advansed, Set Wet, Gatsby, and Brylcreem across traditional formats such as gels, sprays, and creams.
Penetration has expanded significantly (+312 BPS, 2024–25), while value growth (~9% CAGR, 2023–25) continues to outpace volume growth (~2% CAGR), indicating that category growth is increasingly being driven by premiumization and expansion into newer formats.
Repertoire Beyond Traditional Formats
Traditional formats continue to anchor category volume, while emerging formats such as sticks/wands, fibres, wax/pomades, and mists are disproportionately driving value growth and premiumization within the category.
Between 2023–25, hair gel households increasingly expanded into formats such as fibres, mists, powders, mousses, and sticks/wands, indicating that emerging formats are complementing traditional repertoires.
Consumer Basket of Hair Gel Households Value Share (%) of other formats
City-Wise Variation in Emerging-Format Adoption
Hyderabad and Bangalore show a higher share of emerging-format value, while Delhi, Mumbai, and Kolkata remain skewed toward traditional formats, highlighting differences in repertoire expansion across cities.
City-wise Variation in Emerging Formats Value Share (%)
Emerging Formats Are Reshaping Brand Growth
Brands with higher reliance on emerging formats, such as Moxie Beauty, Renee, and Fix My Curls, are showing stronger household growth, indicating that category momentum is shifting toward newer format spaces and broader repertoires.
Relationship between household growth and emerging format reliance (by brand)
Note: Size of the bubble is indicative of the brand’s household presence (penetration)
At the same time, larger legacy brands continue to anchor overall household presence, reflecting the category’s established traditional-format base.
Hair styling is evolving from a traditional gel-and-hold category into a broader ecosystem, where emerging formats increasingly complement core routines across a wider range of needs and occasions.
Learn More
+
How frequently are different styling formats being used, and does usage intensity differ between traditional and emerging-format users?
+
Which emerging formats are most successful at driving repeat usage alongside traditional gel-led routines?
+
Are emerging formats gaining share through repertoire expansion within existing users, or through recruitment of new styling households?
+
Which household cohorts are driving adoption of broader styling repertoires and emerging-format-led brands?
Real Packs.
Real Data.
720+SKUs Unique Brands of Hair Styling
Scanned Daily With AI At Bintix
Exclusive India - A Home Panel
Unmatched Consumer Intelligence
* Representing Bintix Universe of NCCS A1A2 (National Consumer Classification System)
Some Human Images in this page have been generated using artificial intelligence
Subscribe To Unlock Exclusive Insights
Similar Reports
Tradition & Convenience Are Coming Together
India's Breakfast Revolution
The Fast Changing Food Landscape
In India’s Affluent Homes
Four Big Shifts In The Glamour Game
Colour Cosmetics In India A