UK Hair Colourants Industry Report 2021
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Providing the most comprehensive and up-to-date information and analysis of the UK Hair Colourants market including the behaviours, preferences and habits of the consumer.
The home hair colourants category was one of the bestperforming BPC categories in 2020, with an estimated 9.5% growth in value to £334 million. However, overall usage levels remained broadly flat as 38% of adults have used home hair colourants in the last year, compared to 36% in 2019, meaning growth was driven by increased usage frequencies and premiumisation as consumers turned to higher-value products in place of professional salon services and treatments. Ongoing restrictions and another national lockdown in early 2021 will see these trends continue.
Alongside the boost in value sales, COVID-19 saw the online channel gain importance in the home hair colourants category during 2020. To capture the new reliance on DIY hair colouring amid salon closure, brands ramped up their online capabilities, with investment fuelled into AR technology, digital consultation services and online tutorials.
The biggest threat facing home hair colourant brands is the imminent return to salons as the rollout of a vaccine and easing of social distancing restrictions will rebuild demand for professional colour services in the long term, meaning it will be challenging for brands to retain the demand for home hair colourants seen during 2020.
However, there are opportunities to offset this with premiumisation in NPD in products that can be customised to the user’s individual needs, making DIY colourants a more compelling alternative to professional treatments. Meanwhile, more convenient, multifunctional products that blur the line between hair colouring and other haircare and styling categories can be used to drive usage frequencies.
Read on to discover more, or take a look at our other UK Beauty and Personal care market reports.
Products covered:Permanents (do not wash out of hair); Semi-permanent (last between six and eight washes); Temporary colourants ; Tone on tone hair colour (including restorers and removers).
Brands included:Clairol Nice’n Easy,Garnier Nutrisse, Schwarzkopf Live Colour, L’Oréal Excellence, L’Oréal Casting, Garnier Olia, L’Oréal Magic Retouch, L’Oréal Préférence , Just For Men, Jerome Russell and more,
Written by Samantha Dover, a leading analyst in the Beauty sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
At a time when other BPC categories are struggling, spend on home hair colourants has surged as COVID-19 has encouraged DIY beauty behaviours. While a vaccine will see spend instinctively return to professional services in the long term, home hair colourants have gained credibility as the pandemic has boosted consumer awareness of the premium options available. This combined with increased online engagement, which is helping hair colourant users to achieve better results from their DIY efforts, will minimise the forecasted decline in spend, particularly if brands continue to encourage trading-up behaviours with innovation.
Samantha Dover
Senior Beauty and Personal Care Analyst
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