With a lack of innovation in the category, the market for hair styling products through all channels was a little limp during 2002-07 and in the past year, showing slight declines after inflation. While the hair styling products market is far from saturated, manufacturers have yet to unlock the secret to getting consumers to increase their usage or spending. Lack of penetration remains an issue. In recent years, as large players battle to maintain market share, smaller companies scramble to occupy the many targeting niches.

In this report, Mintel provides an assessment of recent marketplace activity, highlighting sales results and making projections of where the market is headed. Of particular interest to marketers, Mintel identifies a range of potential growth opportunities.

In addition to the topics noted above, this report provides in-depth information on the following:

" Unmet needs in hair care, including ethnic group niches and Baby Boomers

" brand analysis of major category competitors

" the interplay of masstige products (still a trend) and legacy brands

" the impact of a lack of innovation, as the trend is towards line extensions (i.e. defensive activity)

" retailer issues-mass merchants dominate sales, but dozens of small brands guarantee vibrant range of other retailers

" how subtle changes in the population affect the market, such as the declining number of teens, as does not-so-subtle shifts, such as increasing numbers of over-55s in a market with very few targeted products for this group

" how companies are making much more noise with marketing campaigns than with product development

" analyses of usage data for high-potential usage demographic groups, such as teens and Hispanic and black consumers.