Table of Contents
Introduction and Abbreviations
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- Introduction
- Other relevant reports
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- FDM sales decline despite “masstige” trends and boosts from gel/mousse
- Style trends bad news for spray/spritz but open doors for other products
- Category must address time limitations
- Smooth, straight hair: The wish of many Hispanic women
- Few suppliers see growth
- P&G well positioned for male-specific line
- Natural food stores: a small but growing piece of the market
- Multiple benefits
- Marketing in category features emotional elements
- Age influences why women use hair styling products
- The future to bring new forms of hair styling products
- Market forecast shows the category to be worth $964 million in 2010
Market Drivers
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- Demographic shifts
- Women
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- Figure 1: U.S. female population, 2000-10
- Race/ethnicity
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- Figure 2: Hispanic and black share of historical and projected U.S. population growth, 2000-10
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- Figure 3: Usage of hair styling products, by race/ethnicity, January-September 2005
- Teens
- Frequency of hair styling
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- Figure 4: Frequency of styling hair in preferred style, February 2006
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- Figure 5: Hair styling products used, by frequency of styling hair in preferred style, February 2006
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- Figure 6: Reasons for not styling hair in preferred style more often, February 2006
Market Size and Trends
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- Market size
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- Figure 7: FDM sales of hair styling products, at current and constant prices, 2000-05
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- Figure 8: FDM sales of hair styling products, 16 oz equivalent units, 2001-05
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- Figure 9: Sales of hair styling products through natural food channels, at current and constant prices, 2003-05
- Market trends
- Hair style and product trends
- New product innovation
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- Figure 10: Number of new hair styling products, 2000-05
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- Figure 11: Top five positioning claims of new hair styling products, January 2005-06
Market Segmentation
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- Overview
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- Figure 12: FDM sales of hair styling products, segmented by type of product, 2003 and 2005
- Gel/mousse
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- Figure 13: FDM sales of gel/mousse, at current and constant prices, 2000-05
- Spray/spritz
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- Figure 14: Sales of spray/spritz, at current and constant prices, 2000-05
Supply Structure
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- Company and brand sales
- Overview
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- Figure 15: Manufacturer FDM sales of hair styling products in the U.S., 2003 and 2005
- Gel/mousse
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- Figure 16: Manufacturer brand FDM sales of gel/mousse in the U.S., 2003 and 2005
- Hair spray/spritz
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- Figure 17: Manufacturer brand FDM sales of spray/spritz in the U.S., 2003 and 2005
- Major manufacturers
- Procter & Gamble
- L’Oréal
- Unilever (Helene Curtis)
- Schwarzkopf & Henkel (division of Henkel KGaA)
- Alberto-Culver Company
- Kao Brands Company (division of Kao Corporation)
Advertising and Promotion
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- Procter & Gamble
- Pantene
- Herbal Essences
- L’Oréal
- Garnier Fructis
- Unilever
- Sunsilk
- Dove
- Thermasilk
- Suave
- Schwarzkopf & Henkel (Henkel KGaA)
- Dep
- got2b
- Alberto-Culver
- Alberto VO5
- Nexxus
- Consort for Men
Retail Distribution
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- Overview
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- Figure 18: U.S. retail sales of hair styling products, by channel, 2003 and 2005
- Drug stores
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- Figure 19: U.S. sales of hair styling products at drug stores, at current and constant prices, 2000-05
- Supermarkets
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- Figure 20: U.S. sales of hair styling products at supermarkets, at current and constant prices, 2000-05
- Mass merchandisers
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- Figure 21: U.S. sales of hair styling products at mass merchandisers, at current and constant prices, 2000-05
- Natural food stores
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- Figure 22: U.S. sales of hair styling products at natural food stores, at current and constant prices, 2003-05
The Consumer
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- Introduction
- Summary
- Hair length, style and problems influence styling product choice
- Opportunities among ethnic markets
- Reasons consumers use hair styling products give guidance for new product development
- Teen males more likely to use hair styling products than their older counterparts
- Women’s hair styles and hair products used
- Length and style of women’s hair
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- Figure 23: Length and style of women’s hair, February 2006
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- Figure 24: Length and style of women’s hair, by age, February 2006
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- Figure 25: Length and style of women’s hair, by Hispanic/non-Hispanic ethnicity, February 2006
- Hair characteristics and products used
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- Figure 26: Hair products used, by hair length, February 2006
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- Figure 27: Hair products used, by hair style, February 2006
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- Figure 28: Hair products used, by hair problem, February 2006
- Type of hair style that women like best on themselves
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- Figure 29: Type of hair style that looks best on respondent, by age, February 2006
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- Figure 30: Type of hair style that looks best on respondent, by Hispanic/non-Hispanic ethnicity, February 2006
- All adults and hair styling products
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- Figure 31: Usage of hair styling products, by gender, January-September 2005
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- Figure 32: Men’s usage of hair styling products, by age, January-September 2005
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- Figure 33: Men’s usage of hair styling products, by race/ethnicity, January-September 2005
- Types of styling products used
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- Figure 34: Hair styling products used, by gender, January-September 2005
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- Figure 35: Hair styling products used, by race/ethnicity, January-September 2005
- Brand of styling product used
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- Figure 36: Brand use of styling products, January-September 2005
- Hair spray usage
- Types of hair spray used
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- Figure 37: Types of hair spray used, by gender, January-September 2005
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- Figure 38: Types of hair spray used, by age, January-September 2005
- Brand of hair spray used
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- Figure 39: Brand use of hair spray, January-September 2005
- Reasons for use of styling products
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- Figure 40: Reasons for using styling products, February 2006
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- Figure 41: Reasons for using styling products, by gender, February 2006
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- Figure 42: Reasons for using styling products, by age, February 2006
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- Figure 43: Reasons for using styling products, by race/ethnicity, February 2006
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- Figure 44: Reasons for using styling products, by region of residence, February 2006
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- Figure 45: Reasons for using hair products, by hair products used, February 2006
- Teens and hair styling products
- Styling product use
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- Figure 46: Teen use of hair styling products, by gender, January-September 2005
- Types of styling products used
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- Figure 47: Hair styling products used by teens, by gender, January-September 2005
- Types of hair spray used
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- Figure 48: Types of hair spray used by teens, by gender, January-September 2005
- Brand of styling products used by teens
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- Figure 49: Teens’ choice of brand of hair styling products, January-September 2005
- Brand of hair spray used by teens
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- Figure 50: Teens’ choice of brand of hair spray, January-September 2005
- Children and hair styling products
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- Figure 51: Kids’ use of hair styling products, summary demographics, January-September 2005
Future and Forecast
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- Future trends
- Eliminating time as a factor in hair styling
- Changing demographics
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- Figure 52: U.S. population, by age, 2000-10
- Products for Hispanic market
- More “for men” focus
- Advancements in science of hair to bring new product forms and benefits
- Market forecast
- Hair styling products
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- Figure 53: Forecast of total U.S. FDM sales of hair styling products, at current and constant prices, 2005-10
- Gel and mousse
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- Figure 54: Forecast of U.S. FDM sales of gel and mousse, at current and constant prices, 2005-10
- Spray and spritz
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- Figure 55: Forecast of U.S. FDM sales of spray and spritz, at current and constant prices, 2005-10
- Forecast factors
Appendix: Trade Associations
Appendix: New Product Briefs
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- Nexxus: Nexxus Curl Energee (Curl Enhancer)
- Unilever: Suave Professionals Root Lifter Spray
- Procter & Gamble: Pantene Pro-V Blonde Expressions Gel
- Procter & Gamble: Pantene Pro-V Restoratives Anti-Humidity Hair spray
- Sudzz FX: Sudzz FX Marmalade Jazz Texture Good
- Marc Anthony Cosmetics: Thick Push Up Finishing Spray
- Schwarzkopf & Henkel: Citre Shine Color Protecting Anti-Frizz Serum
- Miracle Lane: American Classic Pomade for Men
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