Table of Contents
Executive Summary
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- Impact of COVID-19 on hair colourants
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- Figure 1: Short, medium and long term impact of COVID-19 on hair colourants, 20 January 2021
- The market
- COVID-19 reverses downward trend in hair colourants
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- Figure 2: Retail value sales of home hair colourant products, 2015-25
- Positive impact felt across most segments
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- Figure 3: Retail value sales of at-home hair colourants, by segment, 2020 (est)
- Online gained importance amid distribution shifts in 2020
- Companies and brands
- Consumers rely on brands they know and trust
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- Figure 4: UK retail value sales of at-home hair colourants, by brand, year ending October 2020
- Innovation will be necessary to retain new consumers
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- Figure 5: New product development in the home hair colourants category, by launch type, January 2017-November 2020
- Brands find new ways to communicate with online shoppers
- The consumer
- Usage flat despite sales hike
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- Figure 6: At-home hair colourant products used in the last 12 months, October 2019 and October 2020
- Cautiousness keeps consumers within their own shade range
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- Figure 7: Hair colourant usage behaviours in the last 12 months, by age, October 2020
- Use format innovation to drive repeat purchase and usage frequency
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- Figure 8: Frequency of at-home hair colourant usage in the last 12 months, October 2020
- Wellbeing drives consumers to maintain their usage habits
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- Figure 9: Change in at-home hair colourant usage frequency since the start of the COVID-19 outbreak, October 2020
- Brands can cater to the rise in DIY behaviours
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- Figure 10: At-home hair colourant usage frequency intentions for the next 12 months, October 2020
- Brand experimentation poses a threat to the leading players
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- Figure 11: At-home hair colour research and usage behaviours in the last 12 months, October 2020
- Continue to target consumers in physical retail spaces
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- Figure 12: Channels used to purchase at-home hair colourants in the last 12 months, October 2020
- Premiumisation can drive value growth
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- Figure 13: Factors that would encourage higher-value spend on at-home hair colourants, October 2020
Issues and Insights
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- COVID-19 has opened up new opportunities for online engagement
- Multifunctionality will add value and create new usage occasions
- Premiumisation can soften the blow as consumers return to salons
The Market – Key Takeaways
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- COVID-19 boosts value sales in 2020
- Opportunities to cater to the over-55s are plentiful
- Sustainability will be a priority going forward
Market Size and Forecast
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- COVID-19 boosts value growth in home hair colourants
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- Figure 14: Short, medium and long term impact of COVID-19 on hair colourants, 20 January 2021
- The category was struggling prior to the pandemic
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- Figure 15: Retail value sales of home hair colourant products, 2015-25
- Return to DIY colouring will struggle to drive long-term growth
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- Figure 16: Retail value sales of home hair colourant products, 2015-25
- Innovation will be necessary to maintain demand during a downturn
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- Figure 17: Consumer expenditure on BPC products (excluding professional services), 2007-12
- Figure 18: Retail value sales of home hair colourant products, 2007-12
- Market drivers and assumptions
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- Figure 19: Key drivers affecting Mintel’s market forecast (prepared on 2 December 2020), 2015-25
- Forecast methodology
Market Segmentation
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- Price competition reduces value of temporary colour
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- Figure 20: Retail value sales of at-home hair colourants, by segment, 2018-20 (est)
- All other segments benefit from salon closures
Channels to Market
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- Convenience drives place of purchase in 2020
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- Figure 21: Retail share of at-home hair colourant value sales, 2018-20 (est)
Market Drivers
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- An ageing population presents opportunities
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- Figure 22: Projected trends in the age structure of the population, 2018-28
- Financial confidence takes a hit in 2020
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- Figure 23: Mintel’s financial confidence index, January 2015-December 2020
- The UK’s exit from the EU will have a limited impact on hair colourants
- Hair health is a priority for consumers
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- Figure 24: Haircare behaviours, December 2019
- Ingredient concerns will drive interest in education
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- Figure 25: Ingredient concerns when purchasing BPC products, April 2020
- Pressure will mount for more sustainable applicators
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- Figure 26: Eco-friendly BPC behaviours, November 2019
- Online influence on purchase decisions is growing
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- Figure 27: Online beauty/grooming research behaviours, June 2020
- A masstige disruption may be imminent
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- Figure 28: BPC purchase behaviours, October 2019
Companies and Brands – Key Takeaways
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- COVID-19 sees consumers turn to well-known brands
- Format innovation is the focus in hair colourant NPD
- Lesser-known brands can challenge the leading players
Market Share
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- COVID-19 drives consolidation amongst leading brands
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- Figure 29: UK retail value sales of at-home hair colourants, by brand, years ending October 2019-20
Launch Activity and Innovation
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- Decline in NPD took hold prior to COVID-19
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- Figure 30: New product development in the home hair colourants category, by launch type, January 2017-November 2020
- Hair mask trend comes to the forefront
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- Figure 31: Examples of format innovation in hair colourant NPD, 2020
- Active ingredients strengthen hydration claims
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- Figure 32: Examples of hair colourant NPD carrying vitamin-/mineral-fortified claims, 2020
- Spray formats promote ease of use
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- Figure 33: Top 10 claims in the home hair colourants category (based on leading claims in 2020), January 2018-November 2020
- Bleach London renovates for a sustainable future
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- Figure 34: Examples of hair colourant NPD carrying sustainable packaging claims, 2020
- Leading innovators focus on multifunctionality
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- Figure 35: New product development in the home hair colourants category, by ultimate company, January 2017-November 2020
- New formats could expand the category’s reach
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- Figure 36: Examples of format innovation in hair colourant NPD, 2019-20
Advertising and Marketing Activity
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- Brands leverage COVID-19 boost with marketing investment
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- Figure 37: Total above-the-line, online display and direct mail advertising expenditure on hair colourants, January 2018-October 2020
- Social media gains importance during 2020
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- Figure 38: Garnier UK Instagram post, November 2020
- TV continues to dominate expenditure
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- Figure 39: Total above-the-line, online display and direct mail advertising expenditure on hair colourants, by media type, January 2018-September 2020
- L’Oréal and Coty ramp up TV spend in 2020
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- Figure 40: Total above-the-line, online display and direct mail advertising expenditure on hair colourants, by advertisers, January-October 2020
- Schwarzkopf focuses its efforts on diversity and inclusion
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- Figure 41: Schwarzkopf LIVE Colour + Moisture campaign, 2020
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 42: Attitudes towards and usage of selected brands, December 2020
- Key brand metrics
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- Figure 43: Key metrics for selected brands, December 2020
- Brand attitudes: Garnier Nutrisse leads on trust
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- Figure 44: Attitudes, by brand, December 2020
- Brand personality: Schwarzkopf LIVE benefits from vibrant positioning
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- Figure 45: Brand personality – macro image, December 2020
- I Heart Revolution is a strong competitor in youth segment
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- Figure 46: Brand personality – micro image, December 2020
- Brand analysis
- Naturtint’s ethical associations present opportunities
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- Figure 47: User profile of Naturtint, December 2020
- Garnier Nutrisse garners strong brand awareness
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- Figure 48: User profile of Garnier Nutrisse, December 2020
- I Heart Revolution appeals to young consumers
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- Figure 49: User profile of I Heart Revolution, December 2020
- Schwarzkopf LIVE Colour successfully removes gender bias
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- Figure 50: User profile of Schwarzkopf Live Colour, December 2020
- Bblonde struggles with limited brand awareness
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- Figure 51: User profile of Bblonde, December 2020
The Consumer – Key Takeaways
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- New users enter the category amid pandemic… but some leave
- Opportunities to tap into a captive audience of new users
- Premiumisation will resonate now more than ever
Impact of COVID-19 on Beauty Consumers
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- Lockdowns reduce spend in BPC
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- Figure 52: BPC spending intentions since the start of the COVID-19/coronavirus outbreak, 26 March-19 November 2020
- Professional services lose out to DIY alternatives
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- Figure 53: Comfort with visiting a hairdresser/barber/beauty salon since the start of the COVID-19/coronavirus outbreak, by age and gender, 10-19 November 2020
- Shift towards online drives premiumisation
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- Figure 54: Changes in online beauty/grooming purchases since the start of the COVID-19/coronavirus outbreak, June 2020
- Virtual services help consumers get more from their DIY efforts
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- Figure 55: Bleach London Hair Party promotional content, 2020
- An income squeeze will drive savvy shopping habits
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- Figure 56: Ways in which BPC spending habits will change in the face of an income squeeze, 18-30 June 2020
Hair Colourant Usage
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- Despite COVID-19 boost usage only sees small uptick
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- Figure 57: At-home hair colourant products used in the last 12 months, October 2019 and October 2020
- Target young women with masks and treatments
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- Figure 58: Net of at-home hair colourant products used in the last 12 months, by age and gender, October 2019 and October 2020
- Gendered innovation could boost usage amongst men
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- Figure 59: Types of at-home hair colourant products used in the last 12 months, by gender, October 2020
- Expand repertoires with colour aftercare
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- Figure 60: Repertoire of at-home hair colourant products used in the last 12 months, October 2020
- Leverage young consumers’ interest in experimentation
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- Figure 61: Hair colourant usage behaviours in the last 12 months, by age, October 2020
Frequency of Hair Colourant Usage
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- Boost usage frequencies with multifunctionality
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- Figure 62: Frequency of at-home hair colourant usage in the last 12 months, October 2020
- Target men with hair colourant subscriptions
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- Figure 63: Frequency of at-home hair colourant usage in the last 12 months, by gender, October 2020
- COVID-19 frequency boost highlights wellbeing opportunity
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- Figure 64: Change in at-home hair colourant usage frequency since the start of the COVID-19 outbreak, by age, October 2020
- Usage of temporary colours boosted by COVID-19
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- Figure 65: Change in at-home hair colourant usage frequency since the start of the COVID-19 outbreak, by types of hair colourants used, October 2020
- Rise in DIY will create opportunities for brands
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- Figure 66: At-home hair colourant usage frequency intentions for the next 12 months, October 2020
- Retain new users to future-proof sales growth
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- Figure 67: Frequency of at-home hair colourant usage in the last 12 months, by new and existing users, October 2020
Hair Colourant Research and Usage Behaviours
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- Experimentation could see competition heighten
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- Figure 68: At-home hair colour research and usage behaviours in the last 12 months, October 2020
- Tap into the power of professional expertise
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- Figure 69: Josh Wood Colour Find Your Shade Homepage, 2021
- Utilise online’s influence to engage young consumers
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- Figure 70: At-home hair colour research and usage behaviours in the last 12 months, by age, October 2020
- Innovation boosts usage of AR tools
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- Figure 71: At-home hair colour research and usage behaviours in the last 12 months, by new and existing users, October 2020
Hair Colourant Purchase and Interest in Premiumisation
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- Over-55s remain loyal to physical stores
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- Figure 72: Channels used to purchase at-home hair colourants in the last 12 months, by age, October 2020
- New users will further drive the shift online
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- Figure 73: Channels used to purchase at-home hair colourants in the last 12 months, by new and existing users, October 2020
- Cater to the demand for natural ingredients
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- Figure 74: Factors that would encourage higher-value spend on at-home hair colourants, October 2020
- Be transparent to engage eco-conscious consumers
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- Figure 75: Factors that would encourage higher-value spend on at-home hair colourants, by age, October 2020
- Target women with additional benefits
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- Figure 76: Factors that would encourage higher-value spend on at-home hair colourants, by gender, October 2020
- Create an open dialogue to drive male usage
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- Figure 77: Garnier Instagram Post, 2020
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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