Table of Contents
Executive Summary
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- The market
- The category continues to decline
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- Figure 1: UK retail value sales of the women’s haircare market, 2014-24
- Companies and brands
- NPD is on the rise
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- Figure 2: New product development in the women’s haircare category, by sub-category, 2016-19
- Leading shampoo brands show value growth
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- Figure 3: UK retail value sales of women’s mass-market shampoo, by brand, 2019
- NPD drives conditioner sales
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- Figure 4: UK retail value sales of women’s mass-market conditioner, by brand, 2019
- Brands struggle in styling
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- Figure 5: UK retail value sales of women’s mass-market styling products, by brand, 2019
- The consumer
- Usage of haircare shows little change
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- Figure 6: Usage of haircare products, December 2019
- Styling products are used less frequently
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- Figure 7: Usage of hair styling products, December 2019
- Doing less for more
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- Figure 8: Haircare behaviours, December 2019
- Volume is the biggest concern
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- Figure 9: Hair concerns, December 2019
- Routines need to be quick
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- Figure 10: Important factors for haircare/styling routines, December 2019
- Health is paramount
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- Figure 11: Important factors for haircare/styling products, December 2019
- It’s all about the price
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- Figure 12: Haircare purchase factors, December 2019
- What we think
Issues and Insights
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- Styling should look to older women for growth
- The facts
- The implications
- Approach health through hormonal haircare
- The facts
- The implications
- Naturalness needs a new approach
- The facts
- The implications
The Market – What You Need to Know
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- Haircare declines in value in 2019
- Mass-market fares better than prestige
- Condition over style
- Brand availability limits leading channels
- The changing perceptions of age and beauty
- Gen Z want genderless beauty
- Taking sustainability down to the ingredient level
Market Size and Forecast
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- Haircare sees decline in 2019
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- Figure 13: UK retail value sales of the women’s haircare market, 2014-24
- Decline set to continue
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- Figure 14: UK retail value sales of the women’s haircare market, 2014-24
- Forecast methodology
Market Segmentation
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- Mass-market fares better than prestige
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- Figure 15: UK retail value sales of the women’s haircare category, prestige vs mass, 2018-19
- Prestige brands need to work harder
- Hair condition is a priority
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- Figure 16: UK retail value sales of the women’s mass-market haircare category, by product type, 2018-19
Channels to Market
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- Brand availability limits leading channels
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- Figure 17: UK retail value sales of women’s haircare products, by retail channel, 2018-19
- Salons struggle to sell
Market Drivers
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- Rise in seniors impacts the age conversation
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- Figure 18: Trends in the age structure of the UK female population, 2014-24
- Erasing the question of gender
- The rise in female entrepreneurs
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- Figure 19: Female employment and unemployment, 2014-24
- Salon services are used to maintain styles
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- Figure 20: Experience of professional hair services amongst women, July 2019
- Care for colour is popular
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- Figure 21: Interest in at-home hair colourant innovations, October 2019
- Time remains an important factor
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- Figure 22: Time spent on morning and evening beauty and grooming routines amongst women, February 2019
- Environmental concerns remain a hot topic
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- Figure 23: Important factors for an eco-friendly BPC brand or product, November 2019
- Brands need to cater for a diverse audience
Companies and Brands – What You Need to Know
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- Leading brands fare well
- NPD drives conditioner brands
- Brands focus on treatments for NPD
- Naturalness continues to be important
- Leading brands are considered effective
- Digital advertising sees an upsurge
Market Share
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- Leading shampoo brands show value growth
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- Figure 24: UK retail value sales of women’s mass-market shampoo, by brand, 2018 and 2019
- NPD drives conditioner brands
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- Figure 25: UK retail value sales of women’s mass-market conditioner, by brand, 2018 and 2019
- Styling brands lag
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- Figure 26: UK retail value sales of women’s mass-market styling products, by brand, 2018 and 2019
Launch Activity and Innovation
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- NPD focuses on care
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- Figure 27: New product development in the women’s haircare category, by sub-category, 2016-19
- Treatments tap into styling benefits
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- Figure 28: Examples of hair mists with styling benefits, 2019
- Conditioners play with formats
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- Figure 29: Examples of NPD in conditioner formats, 2019
- Lack of ‘new’ innovation
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- Figure 30: New product development in the women’s haircare category, by launch type, 2016-19
- New products focus on natural claims
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- Figure 31: Examples of new women’s haircare products, 2019
- Packaging features recyclable claims
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- Figure 32: Examples of NPD in recyclable packaging in the women’s haircare category, 2019
- A fragmented category
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- Figure 33: New product development in the women’s haircare category, by top ultimate companies and others, 2019
- Figure 34: Gallinée soothing cleansing cream, 2019
- Diet-related claims see a rise in haircare
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- Figure 35: Top six fasting growing claims in the women’s haircare category, 2018-19
- Sustainability: more than just packaging
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- Figure 36: Examples of NPD with sustainability claims, 2019
Advertising and Marketing Activity
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- Digital advertising sees an upsurge
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- Figure 37: Recorded above-the line, online display and direct mail advertising expenditure on women’s haircare, by media type, 2017-19
- P&G and L’Oréal are top spenders
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- Figure 38: Recorded above-the line, online display and direct mail advertising expenditure on women’s haircare, by top advertisers and others, 2019
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 39: Attitudes towards and usage of selected brands, February 2020
- Key brand metrics
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- Figure 40: Key metrics for selected brands, February 2020
- Brand attitudes: Pantene and Shockwaves are trusted
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- Figure 41: Attitudes, by brand, February 2020
- Brand personality: Higher priced brands have an exclusive image
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- Figure 42: Brand personality – macro image, February 2020
- Pantene and Elnett are effective
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- Figure 43: Brand personality – micro image, February 2020
- Brand analysis
- Aussie is considered fun
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- Figure 44: User profile of Aussie, February 2020
- TRESemmé has an ethical image
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- Figure 45: User profile of TRESemmé, February 2020
- John Frieda is indulgent
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- Figure 46: User profile of John Frieda, February 2020
- Pantene is accessible
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- Figure 47: User profile of Pantene, February 2020
- Elnett is high quality
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- Figure 48: User profile of Elnett, February 2020
- Alberto Balsam is value for money
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- Figure 49: User profile of Alberto Balsam, February 2020
- VO5 targets young women
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- Figure 50: User profile of VO5, February 2020
- Shockwaves is quirky
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- Figure 51: User profile of Shockwaves, February 2020
The Consumer – What You Need to Know
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- Overall usage shows little change
- Women favour a less is more approach
- Extending the ‘dry’ segment could have opportunities
- Older women want volume
- Hormonal haircare could resonate
- Routines need to be quick
- Price is the biggest purchase driver
Usage of Haircare and Styling Products
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- Usage of haircare shows little change
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- Figure 52: Usage of haircare products, December 2019
- Scalp care remains an untapped opportunity
- Hair spray falls from favour
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- Figure 53: Usage of hair styling products, December 2019
Haircare Behaviours
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- Doing less for more
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- Figure 54: Haircare behaviours, December 2019
- Targeting shampoo for different occasions
- Widen the ‘dry’ segment
- Taking shortcuts to natural/organic
- Caring from the inside-out
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- Figure 55: Berry flavour beauty gummy, 2020
Hair Concerns
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- Styling should target volume concerns
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- Figure 56: Hair concerns, December 2019
- It’s time for hormonal haircare
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- Figure 57: Frizz and dryness as a hair concerns, by age, December 2019
- Menopausal haircare could resonate with over-55s
- Segment haircare by length
- Is styling making it worse?
- It’s me not you
Factors Important in Haircare
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- Routines need to be quick
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- Figure 58: Important factors for haircare/styling routines, December 2019
- Styling needs care
- Clean it up
- If the price is right
- Health is essential
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- Figure 59: Important factors for haircare/styling products, December 2019
- Styling should cleanse
- Ease is essential
Purchase of Haircare Products
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- It’s all about the money
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- Figure 60: Haircare purchase factors, December 2019
- Older women want quality
- Ethical concerns are important to the youth
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
- Forecast methodology
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