Since Mintel’s last Shampoos and Conditioners report was published in May 2007, the UK has entered a recession and the number of unemployed people has risen to 2.1 million (and is still rising). Advertising budgets have been cut and heavy price promotions at the point of sale are wooing consumers, a growing number of whom are watching their pennies. This has significantly impacted on the value of the market which has, like the economy, seen a significant downturn. As a result, an estimated £21 million has been wiped off the value of the UK’s £685 million market for shampoos and conditioners since 2007.

As a necessity product, shampoos are unlikely to see a drop in usage, although conditioners are still not used every time the hair is washed. Mintel’s exclusive consumer research demonstrates that on the whole, consumers are not changing their usage habits, although conditioners are more likely than shampoos to be dropped from the haircare regime and as such, penetration is falling. However, all is not doom and gloom for the UK shampoos and conditioners market, with Mintel’s consumer research showing some evidence that women are trading up. Their rationale is that by maintaining the colour and condition of their hair between salon visits, they can reduce the frequency with which they visit the hairdresser – thereby saving money.

Key themes

The influence of hair styling and use of heated styling appliances on demand for conditioners.

The decline of the unique selling point with a notable move towards a multitude of selling points through added benefits amongst new launches.

How the impact of the recession, and the associated decline in advertising spend and increase in discounting, is shaping the UK’s shampoos and conditioners market

Identifying the role of price promotions and the impact that they have on brand loyalty.

The impact of the recession on consumer usage and purchase habits.