Table of Contents
Scopes and Themes
-
- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
-
- Hair styling products not holding up well
- Ethnic and Boomer age group needs are rich sources of potential innovation
- The fight for shelf space: old brands, new brands, “masstige” brands
- Line extensions replace meaningful innovation
- Product and marketing innovation requirements
- Gel/mousse segment outperforms hair spray and spritz
- Retail channels led by mass merchants
- Wal-Mart leads the pack, but opportunities in other channels still exist
- Company scope and scale are important in some segments, less so in others
- Population changes help drive the market
- A noisy advertising category
- Room to expand penetration of the hair spray segment
Insights and Opportunities
-
- Tapping into the ethnic market
- Looking for something new
- Bringing back the oldies
- Tapping into Baby Boomer angst
- Hair care segment presents ripe opportunity in organic
Fast Forward Trends
-
- As Goes the Economy....
- What's it about?
- Implications
- Going Green
- What we've seen
- Implications
- Styling with the Stars
- What we’ve seen
- What this might mean
- Blogging as a growing medium for word-of-mouth advertising
Market Size and Forecast
-
- Key points
- Large brands struggle to keep category growing
- Small companies find their niche and slow market decline
-
- Figure 1: Total U.S. sales and forecast of hair styling products at current prices, 2002-12
- Figure 2: Total U.S. sales and forecast of hair styling products at inflation-adjusted prices, 2002-12
- Wal-Mart sales
Competitive Context
-
- Relatively low penetration and usage rate speaks to opportunities within the market
- Line extensions are the principal means of competition
- Small companies making their mark in gel/mousse
- Wal-Mart is a large player, but other channels hold onto their share
- Class to mass continues
- Wash and wear hair
Segment Performance
-
- Key points
- Glitz trumps tried-and-true
-
- Figure 3: U.S. sales and forecast of hair styling products at current prices, by segment, 2002-12
- Figure 4: U.S. sales of hair styling products, by segment, 2005 and 2007
Segment Performance—Hair gel/mousse
-
- Key points
- Growth stemming mostly from old, but some from new
-
- Figure 5: U.S. sales and forecast of hair gel/mousse at current prices, 2002-12
- Figure 6: U.S. sales and forecast of hair gel/mousse at inflation-adjusted prices, 2002-12
Segment Performance—Hair spray/spritz
-
- Key point
- Consumers keep hair spray a staple in their beauty roster
-
- Figure 7: U.S. sales and forecast of hair spray/spritz, at current prices, 2002-12
- Figure 8: U.S. sales and forecast of hair spray/spritz, at inflation-adjusted prices, 2002-12
Retail Channels
-
- Key points
- Wal-Mart leads the pack, but opportunities in other channels still exist
-
- Figure 9: U.S. sales of hair styling products, by retail channel, 2005 and 2007
Retail Channels— Mass merchants, Supercenters, Warehouse Clubs
-
- Key points
- Increasing number of retailers
-
- Figure 10: U.S. sales of hair styling products at other channels, 2002-07
Retail Channels—Supermarkets
-
- Key points
- Supermarkets’ focus elsewhere leaves beauty products in the lurch
-
- Figure 11: U.S. sales of hair styling products at supermarkets, 2002-07
Retail Channels—Drugstores
-
- Key points
- The drugstore channel remains a good compromise between mass merchandisers and beauty salons
-
- Figure 12: U.S. sales of hair styling products at drugstores, 2002-07
Retail Channels—Beauty Salons and Barber Shops
-
- Key points
- A captive audience
-
- Figure 13: U.S. sales of hair styling products at beauty salons and barber shops, 2002-07
Market Drivers
-
- Total population drives the market, but shifts in composition may point to new targeted opportunities among teens and Hispanics
- Younger consumers increasingly multi-ethnic
-
- Figure 14: U.S. population, by race and Hispanic origin, 2002-12
- Boomer women also driving the market
-
- Figure 15: U.S. female population, by age, 2003-13
- Can the economy and household incomes be a factor in hair styling products?
-
- Figure 16: Reaction to rising gas prices, by gender, November 2007
-
- Figure 17: Median income, by race, 1980-2006
Leading Companies
-
- Key points
- Manufacturer scale is important in hair spray, less important in gel/mousse
-
- Figure 18: Sales of leading hair spray and hair gel/mousse companies at FDM, 2006 and 2007
Brand Share—Hair Spray
-
- Key points
- Old favorites may continue to appeal to consumers in 2008
-
- Figure 19: FDM brand sales of hair spray in the U.S., 2006 and 2007
Brand Share—Hair Gel/Mousse
-
- Key points
- Smaller companies find success with niche products
- Bigger companies use different tactics to maintain their edge
-
- Figure 20: FDM brand sales of hair gel/mousse in the U.S., 2006 and 2007
Brand Qualities
-
- Suave
- Tresemme
- Garnier Fructis
- Pantene
- L.A. Looks
Innovation and Innovators
-
- Focus on ethnic markets has potential
- L’Oréal
- Garnier Fructis
- Bumble & Bumble
- New products tapering off
-
- Figure 21: New hair styling product introductions, by segment, 2002-08
-
- Figure 22: New hair styling product introductions, by leading companies, 2002-08
- Figure 23: New hair styling product introductions, by product claims, 2002-08
Advertising and Promotion
-
- Overview
- Garnier Fructis
- Suave
-
- Figure 24: Suave Extreme Health television ad, 2007
-
- Figure 25: Suave Healthy Curls television ad, 2007
- Figure 26: Suave Professionals television ad, 2007
- Sunsilk
-
- Figure 27: Sunsilk television ad, 2007
- John Frieda
-
- Figure 28: John Frieda Frizz Ease television ad, 2007
Usage
-
- Usage of hair styling products
-
- Figure 29: Usage of hair styling products, by gender, May 2006-June 2007
-
- Figure 30: Usage of hair styling products, by age, May 2006-June 2007
- Forms of hair spray used
-
- Figure 31: Forms of hair spray used, by gender, May 2006-June 2007
-
- Figure 32: Forms of hair spray used, by age, May 2006-June 2007
- Scented or unscented
-
- Figure 33: Usage of scented and unscented hair spray, by gender, May 2006-June 2007
-
- Figure 34: Usage of scented and unscented hair spray, by age, May 2006-June 2007
- Aerosol vs. pump
-
- Figure 35: Usage of aerosol and pump hair spray, by gender, May 2006-June 2007
-
- Figure 36: Usage of aerosol and pump hair spray, by age, May 2006-June 2007
Brands
-
- Popularity of hair spray brands
-
- Figure 37: Brands of hair spray used, by gender, May 2006-June 2007
-
- Figure 38: Brands of hair spray used, by age, May 2006-June 2007
- Popularity of hair styling product brands
-
- Figure 39: Brands of hair styling products used, by gender, May 2006-June 2007
-
- Figure 40: Brands of hair styling products used, by age, May 2006-June 2007
Attitudes and Motivations
-
- Attitudes towards purchase of hair styling products
-
- Figure 41: Reason for purchasing particular products, by gender, March 2008
-
- Figure 42: Reason for purchasing particular products, by age, March 2008
- Overall satisfaction with hair styling products purchased
-
- Figure 43: Overall sastisfaction with hair styling products, by gender, March 2008
-
- Figure 44: Overall sastisfaction with hair styling products, by age, March 2008
Race and Ethnicity
-
- Hispanics and blacks are highly engaged in the category
-
- Figure 45: Usage of hair styling products, by race/ethnicity, May 2006-June 2007
-
- Figure 46: Forms of hair spray used, by race/ethnicity, May 2006-June 2007
-
- Figure 47: Brands of hair spray used, by race/ethnicity, May 2006-June 2007
-
- Figure 48: Brands of hair styling products used, by race/ethnicity, May 2006-June 2007
Teens
-
- Usage of hair styling products
-
- Figure 49: Teen usage of hair spray, by age and gender, May 2006-June 2007
-
- Figure 50: Teen usage of hair spray or hair styling products, by race/ethnicity, May 2006-June 2007
- Scented vs. unscented
-
- Figure 51: Teen usage of scented vs. unscented hair spray, by age and gender, May 2006-June 2007
Cluster Analysis—Style-frees, Moussed Curlers, Relaxed Straighteners
-
- Key points
-
- Figure 52: Hair care product user clusters, March 2008
- Figure 53: How would you describe the length of your hair? by hair care product user clusters, March 2008
-
- Figure 54: Which of the following hair care products (beyond shampoo and conditioner) do you use? by hair care product user clusters, March 2008
- Figure 55: Which of the following best describes how you purchase hair styling products? by hair care product user clusters, March 2008
-
- Figure 56: Where do you generally (most often) buy your hair styling products? by hair care product user clusters, March 2008
- Figure 57: Overall how would you rate your hair styling products? by hair care product user clusters, March 2008
-
- Figure 58: Which of the following hair styling products do you currently own and use? by hair care product user clusters, March 2008
- Figure 59: Hair care product user clusters by gender, March 2008
-
- Figure 60: Hair care product user clusters by age group, March 2008
- Figure 61: Hair care product user clusters by income group, March 2008
-
- Figure 62: Hair care product user clusters by race, March 2008
- Figure 63: Hair care product user clusters by Hispanic origin, March 2008
- Methodology
IRI/Builders Panel Data
-
- Consumer insights—hair sprays and gels/mousses
- Gel and mousse
- Gel and mousse: brand leaders by penetration
-
- Figure 64: Top 10 gel/mousse brands, by household penetration for the 52 weeks ending June 24, 2007
- Gel and mousse: brand leaders by brand loyalty
-
- Figure 65: Top 10 gel/mousse brands, by brand loyalty for the 52 weeks ending June 24, 2007
- Hair spray and spritz
- Spray and spritz: brand leaders by penetration
-
- Figure 66: Top 10 hair spray/spritz brands, by household penetration for the 52 weeks ending June 24, 2007
- Spray and spritz: brand leaders by penetration
-
- Figure 67: Top 10 hair spray/spritz brands, by brand loyalty for the 52 weeks ending June 24, 2007
Appendix: Other Useful Consumer Tables
-
- Overall satisfaction with hair styling products
-
- Figure 68: Overall sastisfaction with hair styling products, by income, March 2008
- Race/ethnicity
-
- Figure 69: Aerosol and pump hair spray, by race/ethnicity, May 2006-June 2007
- Teens—forms of hair spray
-
- Figure 70: Teen usage of physical forms of hair spray, by gender, May 2006-June 2007
- Teens—popularity of brands
-
- Figure 71: Brand usage of hair spray among teens, by gender, May 2006-June 2007
Appendix: IRI/Builders Panel Data Definitions
Appendix: Trade Associations
Back to top