Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Market at a glance
- Haircare segments converge
- New product activity is key to competing, but may be losing its punch
- Big four control shampoo/conditioner
- Styling products more wide open
- Private label has yet to make a big impact
- Diverted salon brands remain significant presence in FDM
- Category variety suits broad range of retail channels
- P&G maintains lead in shampoo and conditioner segments
- Gel/mousse split between specialized brands and broader collections
- Generational shift underway in hairspray
- New product launches tail off
- Advertising, a key driver
- Product usage
- Brand loyalty and usage
- Attitudes and motivations
- Purchase influences
- Impact of race/Hispanic origin
Insights and Opportunities
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- Reorganizing retail to re-ignite growth
- Is haircare ready for a more natural natural?
- Common scents
Inspire Insights
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- The hunt and the thrill of budget shopping
- What we’ve seen
- Haircare and the lure of private label
Market Size and Forecast
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- Key points
- Category hits headwinds
- Value is in
- Total sales and forecast
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- Figure 1: Total U.S. sales of haircare products, at current prices, 2004-14
- Figure 2: Total U.S. sales of haircare products, at inflation-adjusted prices*, 2004-14
- Walmart sales
Competitive Context
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- New product activity is key to competing, but may be losing its punch
- Big four control shampoo/conditioner
- Styling products more wide open
- Private label has yet to make a big impact
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- Figure 3: FDMx dollar share of private label haircare products, 2006-09
- Diverted salon brands remain significant presence in FDMx
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- Figure 4: FDMx dollar sales of selected salon haircare brands, 2006-09
Segment Performance
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- Key points
- Haircare segments converge
- Sales of haircare products, by segment
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- Figure 5: FDMx sales of haircare products, at current prices, by segment, 2004-09
- Figure 6: FDMx sales of haircare products, by segment, 2007 and 2009
Segment Performance—Shampoo
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- Key points
- Softening sales in category’s largest segment
- Sales and forecast of shampoo
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- Figure 7: FDMx sales of shampoo, at current prices, 2004-14
Segment Performance—Conditioner
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- Key points
- Faster rise leads to steeper fall
- Sales and forecast of conditioner
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- Figure 8: FDMx sales of conditioner, at current prices, 2004-14
Segment Performance—Hair Gel/Mousse
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- Key points
- Segment divided by shelf dynamics
- Sales and forecast of hair gel/mousse
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- Figure 9: FDMx sales of hair gel/mousse, at current prices, 2004-14
Segment Performance—Hairspray/Spritz
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- Key points
- Hairspray benefits from updating
- Sales and forecast of other hairspray/spritz
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- Figure 10: FDMx sales of hairspray/spritz, at current prices, 2004-14
Retail Channels
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- Key points
- Category variety suits broad range of retail channels
- Sales of haircare products, by channel
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- Figure 11: U.S. sales of haircare products, by retail channel, 2008 and 2009
Retail Channels—Supermarkets
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- Key points
- Supermarket share continues to slip
- Sales of haircare products at supermarkets
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- Figure 12: U.S. sales of haircare products at supermarkets, 2004-09
Retail Channels—Other Channels
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- Key points
- Broad array of large channels reflects overall market performance
- Sales of haircare products at other channels
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- Figure 13: U.S. sales of haircare products at other channels*, 2004-09
Retail Channels—Salons and Barber Shops
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- Key points
- Salon business hangs tough
- Sales of haircare products at salons and barber shops
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- Figure 14: U.S. sales of haircare products at salons and barber shops, 2004-09
Market Drivers
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- Aging population another factor in category slowdown
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- Figure 15: U.S. population, by age, 2005-15
- A generational shift among men?
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- Figure 16: Haircare product usage, by gender and age, April 2008-June 2009
- Teen girls, young women decline as percentage of total female population
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- Figure 17: U.S. population of women, by age, 2005-15
- Hispanics becoming increasingly important to haircare
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- Figure 18: Haircare product usage, by race/Hispanic origin, April 2008-June 2009
- Figure 19: Population, by race and Hispanic origin, 2005-15
- Younger Hispanics growing disproportionately quickly
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- Figure 20: U.S. Hispanic population, by age, 2005-15
Leading Companies
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- Key points
- Category remains in the hands of big players
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- Figure 21: FDMx sales of leading haircare product manufacturers in the U.S., 2008 and 2009
Brand Share—Shampoo
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- Key points
- More natural, more nourishing
- Value positioning fares well in recession
- Manufacturer and brand sales of shampoo
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- Figure 22: Selected brand sales and market share of shampoo, 2008 and 2009
Brand Share—Conditioner
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- Key points
- Mostly consistent with shampoo
- Manufacturer and brand sales of conditioner
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- Figure 23: Selected brand sales and market share of conditioner, 2008 and 2009
Brand Share—Gel/Mousse
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- Key points
- Many brands compete
- Coordinated collections becoming the norm
- Manufacturer and brand sales of gel/mousse
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- Figure 24: Selected brand FDMx sales and market share of gel/mousse, 2008 and 2009
Brand Share—Spray/Spritz
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- Key points
- Generational shift underway in hairspray
- Manufacturer and brand sales of spray/spritz
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- Figure 25: Selected brand FDMx sales and market share of spray/spritz, 2008 and 2009
Brand Qualities
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- Back to the future for Pantene
- TRESemmé: the right blend of style and value
- Sunsilk re-invented again, seriously
- The Axe effect comes to haircare
- Organix grows on diet of organic ingredients
Innovation and Innovators
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- Overview
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- Figure 26: Haircare new product launches, 2005-09
- Top companies most active in new product launches
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- Figure 27: Haircare new product launches, by company, 2005-09
- Major themes in new product development
- Natural, organic, ethical
- Convenience
- Beautiful, well-nourished hair
Advertising and Promotion
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- Overview
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- Figure 28: Advertising spending of selected haircare brands, 2007 and 2008
- Common approaches and themes blur brand identities
- TRESemmé promotes 24 Hour Body collection
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- Figure 29: TRESemmé, television ad, 2010
- Suave Professionals features top stylists
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- Figure 30: Suave Professionals, television ad, 2010
- Pantene highlights value by comparing to salon brands
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- Figure 31: Pantene Full &Thick, television ad, 2009
- Pantene taps into interest in natural ingredients
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- Figure 32: Pantene Nature Fusion, television ad, 2009
- Garnier Fructis highlights the power of nature
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- Figure 33: Garnier Fructis, television ad, 2010
- Figure 34: Garnier Fructis spray, television ad, 2009
- Aveeno enters as one more natural-ingredient haircare brand
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- Figure 35: Aveeno Nourish+, television ad, 2009
- And now for something completely different…
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- Figure 36: Axe shampoo, television ad, 2009
- Increasing emphasis on digital/social media
Product Usage
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- Key points
- Shampoo used universally
- Use of conditioner and styling products less widespread, skews female
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- Figure 37: Haircare product usage, by gender, April 2008-June 2009
- Shampoo, conditioner use drops slightly among older adults
- Styling products display diverging age preferences
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- Figure 38: Haircare product usage, by age, April 2008-June 2009
- Frequency rates approach once a day
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- Figure 39: Frequency of use of haircare products, by gender, April 2008-June 2009
- Figure 40: Frequency of use of haircare products, by age, April 2008-June 2009
- For shampoo and conditioner, men stick with the basics…
- …women get more specific
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- Figure 41: Types of shampoo used, by gender, April 2008-June 2009
- Figure 42: Types of conditioner used, by gender, April 2008-June 2009
- Gel and mousse most frequently used styling products
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- Figure 43: Usage of hair styling gel, mousse, cream, lotion/liquid, spritz, tonic, by gender, April 2008-June 2009
- Younger adults use more styling products
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- Figure 44: Usage of hair styling gel, mousse, cream, lotion/liquid, spritz, tonic, by age, April 2008-June 2009
- Hairspray users go for maximum hold
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- Figure 45: Types of hairspray used by women, by age, April 2008-June 2009
Brand Loyalty and Usage
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- Key points
- Brand loyalty only moderate
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- Figure 46: Haircare product brand loyalty, by gender, December 2009
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- Figure 47: Haircare product brand loyalty, by age, December 2009
- Shampoo brand usage
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- Figure 48: Brands of shampoo used, by gender, April 2008-June 2009
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- Figure 49: Brands of shampoo used, by age, April 2008-June 2009
- Conditioner brand usage
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- Figure 50: Brands of conditioner used, by gender, April 2008-June 2009
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- Figure 51: Brands of conditioner used, by age, April 2008-June 2009
- Styling product brand use
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- Figure 52: Brands of hair styling creams, gels, mousse, lotions used, by gender, April 2008-June 2009
- Hairspray brand use
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- Figure 53: Brands of hairspray used by women, by age, April 2008-June 2009
Attitudes and Motivations Concerning Shampoo and Conditioner
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- Key points
- Attitudes and behaviors that guide shampoo/conditioner selection
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- Figure 54: Attitudes and behaviors toward shampoo/conditioner selection, by gender, December 2009
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- Figure 55: Attitudes and behaviors toward shampoo/conditioner selection, by age, December 2009
- Different shampoo or conditioner for different members of the family
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- Figure 56: Purchase of different shampoo or conditioner for different members of the family, by household income, December 2009
- Figure 57: Purchase of different shampoo or conditioner for different members of the family, by presence of children in household, December 2009
- Animal testing, natural/organic, sustainable ingredients
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- Figure 58: Importance of natural/organic, sustainable ingredients, not tested on animals in shampoo/conditioner, by gender, December 2009
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- Figure 59: Importance of natural/organic, sustainable ingredients, not tested on animals in shampoo/conditioner, by age, December 2009
- Prices paid for shampoo and conditioner
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- Figure 60: Average prices paid for shampoo and conditioner, by gender, December 2009
- Figure 61: Average prices paid for shampoo and conditioner, by age, December 2009
Attitudes and Behaviors Concerning Hair Styling Products
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- Key points
- Hair styling products part of the everyday routine
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- Figure 62: Attitudes and behaviors concerning hair styling products, by age, December 2009
Purchase Influences
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- Key points
- Price, product benefits and habit rise to the top across segments
- Gender and age have bearing on purchase influences
- Shampoo purchase influences
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- Figure 63: Shampoo purchase influences, by gender, December 2009
- Figure 64: Shampoo purchase influences, by age, December 2009
- Conditioner purchase influences
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- Figure 65: Conditioner purchase influences, by gender, December 2009
- Figure 66: Conditioner purchase influences, by age, December 2009
- Styling product purchase influences
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- Figure 67: Styling product purchase influences, by gender, December 2009
- Figure 68: Styling produce purchase influences, by age, December 2009
Incidence of Hair/Scalp Conditions and Problems
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- Key points
- Gray and thinning hair top a long list of perceived hair problems
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- Figure 69: Incidence of hair/scalp conditions/problems, by gender, December 2009
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- Figure 70: Incidence of hair/scalp conditions/problems, by age, December 2009
Impact of Race/Hispanic Origin
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- Key points
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- Figure 71: Haircare product usage, by race/Hispanic origin, April 2008-June 2009
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- Figure 72: Usage of hair styling gel, mousse, cream, lotion/liquid, spritz, tonic, by race/Hispanic origin, April 2008-June 2009
- Figure 73: Importance of natural/organic, sustainable ingredients, not tested on animals in shampoo/conditioner, by race/Hispanic origin, December 2009
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- Figure 74: Shampoo purchase influences, by race/Hispanic origin, December 2009
- Figure 75: Styling product purchase influences, by race/Hispanic origin, December 2009
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- Figure 76: Incidence of hair/scalp conditions/problems, by race/Hispanic origin, December 2009
Teens
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- Product usage and frequency
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- Figure 77: Haircare product usage among teens, by gender and age, April 2008-June 2009
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- Figure 78: Frequency of use of haircare products among teens, by gender and age, April 2008-June 2009
- Types of shampoo and conditioner used
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- Figure 79: Types of shampoo used among teens, by gender and age, April 2008-June 2009
- Figure 80: Types of conditioner used among teens, by gender and age, April 2008-June 2009
- Types of styling product used
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- Figure 81: Usage of hair styling gel, mousse, cream, lotion/liquid, spritz, tonic among teens, by gender and age, April 2008-June 2009
- Figure 82: Use of scented or unscented hairspray by teen girls, by age, April 2008-June 2009
Cluster Analysis
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- Big spenders
- Demographics
- Characteristics
- Opportunities
- Specific and habitual
- Demographics
- Characteristics
- Opportunities
- Bargain hunters
- Demographics
- Characteristics
- Opportunities
- Cluster characteristics
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- Figure 83: Shampoo and conditioner clusters, December 2009
- Figure 84: Haircare products used, by shampoo and conditioner clusters, December 2009
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- Figure 85: Haircare product brand loyalty, by shampoo and conditioner clusters, December 2009
- Figure 86: Average shampoo spend, by shampoo and conditioner clusters, December 2009
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- Figure 87: Average conditioner spend, by shampoo and conditioner clusters, December 2009
- Figure 88: Attitudes towards product efficacy, by shampoo and conditioner clusters, December 2009
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- Figure 89: Preferred product attributes, by shampoo and conditioner clusters, December 2009
- Figure 90: Factors influencing purchase decisions, by shampoo and conditioner clusters, December 2009
- Cluster demographics
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- Figure 91: Shampoo and conditioner clusters, by gender, December 2009
- Figure 92: Shampoo and conditioner clusters, by age, December 2009
- Figure 93: Shampoo and conditioner clusters, by household income, December 2009
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- Figure 94: Shampoo and conditioner clusters, by race, December 2009
- Figure 95: Shampoo and conditioner clusters, by Hispanic origin, December 2009
- Cluster methodology
IRI/Builders—Key Household Purchase Measures
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- Shampoo
- Overview of shampoo
- Regular shampoo
- Brand map
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- Figure 96: Brand map, selected brands of shampoo, buying rate by household penetration, 2009*
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- Figure 97: Key purchase measures for the top brands of shampoo, by household penetration, 2009*
- Dandruff shampoo
- Brand map
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- Figure 98: Brand map, selected brands of dandruff shampoo, buying rate by household penetration, 2009*
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- Figure 99: Key purchase measures for the top brands of dandruff shampoo, by household penetration, 2009*
- Hair conditioner
- Overview of hair conditioner
- Brand map
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- Figure 100: Brand map, selected brands of hair conditioner, buying rate by household penetration, 2009*
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- Figure 101: Key purchase measures for the top brands of hair conditioner, by household penetration, 2009*
- Hair styling gel/mousse
- Overview of hair styling gel/mousse
- Brand map
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- Figure 102: Brand map, selected brands of hair styling gel/mousse, buying rate by household penetration, 2009*
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- Figure 103: Key purchase measures for the top brands of hair styling gel/mousse, by household penetration, 2009*
- Hairspray
- Overview of hairspray
- Brand map
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- Figure 104: Brand map, selected brands of hairspray, buying rate, by household penetration, 2009*
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- Figure 105: Key purchase measures for the top brands of hairspray, by household penetration, 2009*
Custom Consumer Groups
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- Gender and age
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- Figure 106: Shampoo purchase influences, by gender and age, December 2009
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- Figure 107: Importance in shampoo/conditioner of natural/organic, sustainable ingredients, not tested on animals, by gender and age, December 2009
- Race/Hispanic origin and age
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- Figure 108: Shampoo purchase influences, by race/Hispanic origin and age, December 2009
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- Figure 109: Importance in shampoo/conditioner of natural/organic, sustainable ingredients, not tested on animals, by race/Hispanic origin and age, December 2009
Appendix: Other Useful Consumer Tables
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- Figure 110: Attitudes and behaviors toward shampoo/conditioner selection, by household income, December 2009
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- Figure 111: Importance in shampoo/conditioner of natural/organic, sustainable ingredients, not tested on animals, by household income, December 2009
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- Figure 112: Average prices paid for shampoo and conditioner, by household income, December 2009
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- Figure 113: Attitudes and behaviors concerning hair styling products, by household income, December 2009
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- Figure 114: Attitudes and behaviors concerning hair styling products, by gender, December 2009
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- Figure 115: Shampoo purchase influences, by household income, December 2009
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Appendix: Trade Associations
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