Table of Contents
Introduction
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- Abbreviations
Executive Summary
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- The Market
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- Figure 1: Best- and worst-case forecast sales of shampoo, conditioner and hair treatments, 2005-15
- Price promotions support volumes, but stifle value growth
- Shampoos in the driving position
- Market Factors
- Attitudes towards hair type
- Visits to hair salons
- Special offers
- Demographics
- Ethnicity
- Companies, brands and Innovation
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- Figure 2: Manufacturers’ shares in UK retail value sales of shampoo, conditioners and hair treatments, 2010
- Procter & Gamble in pole position
- The consumer
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- Figure 3: Factors that have influenced the decision to buy haircare products, March 2011
- Bargain hunting
- Trading down
- What We Think
Issues in the Market
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- How has the economic downturn affected shampoo, conditioner and treatment sales?
- Against this backdrop, how are brands and own label operators faring?
- Which product attributes should manufacturers focus on?
- What drives the purchasing decision?
- Is there room for more segmentation?
Future Opportunities
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- Trend: Experience is All
- Trend: Water Conservation
Internal Market Environment
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- Key points
- Trends in hair type
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- Figure 4: Trends in hair condition, by gender, 2006-10
- Full-time workers suffer from split ends
- Economising on salon visits
- Changes in men’s hair styling has led to decline in greasy hair
- Dry hair among older age groups
- Trends in women’s hair treatments
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- Figure 5: Trends in women’s natural hair colour, condition of hair, permed or coloured, 2006-10
- Hair and scalp conditions
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- Figure 6: Trends in scalp conditions, by gender, 2006-10
- Visit to hair salons
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- Figure 7: Trends in hair/salon/barber visits, by gender, 2006-10
Broader Market Environment
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- Key points
- Influence of changes in demographic profile of population
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- Figure 8: Trends in the age structure of the UK population, by gender, 2005-15
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- Figure 9: The UK ethnic population, by age, 2009
- Importance of bargains
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- Figure 10: Changing grocery shopping habits, January 2009-February 2011
- Economic factors in the UK economy
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- Figure 11: Economic factors in the UK economy – gross domestic product, personal disposable income, and consumer expenditure, 2005-15
- Changes to cosmetic regulations
Who’s Innovating?
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- Key points
- Haircare launches by sub-category
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- Figure 12: UK haircare launches, by sub-category, 2006 -10
- Brands lead launches
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- Figure 13: Innovation in shampoo, conditioner and hair treatments market – branded vs. own label, 2005-10
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- Figure 14: Innovation in shampoo, conditioner and hair treatments, by company, 2008-10
- Six in ten new innovations in 2010 were botanical/herbal
- Just under half of new product launches are moisturising / hydrating
- For damaged hair
- Anti-dandruff
- Anti-ageing
- Babies’ and children’s haircare
Strengths and Weaknesses
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- Strengths
- Weaknesses
Competitive Context
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- Key points
- Women’s grooming habits
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- Figure 15: Trends in usage of selected toiletries, top ten – women, 2009-10
- Men’s grooming habits
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- Figure 16: Trends in usage of selected toiletries, top ten – men, 2009-10
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- Figure 17: UK retail value sales of selected beauty and personal care categories, 2005-10
Market Size and Forecast
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- Key points
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- Figure 18: UK retail value sales of shampoo, conditioner and hair treatments, at current and constant prices, 2005-15
- Price promotions support volumes but hinder value growth
- Future of the market
- Forecast
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- Figure 19: Best- and worst-case forecast value sales of shampoo, conditioner and hair treatments, 2005-15
Segment Performance
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- Key points
- Sector performance
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- Figure 20: UK retail value sales of shampoo, conditioner and hair treatments, by category, at current prices, 2005-15
- Shampoos and conditioners by type
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- Figure 21: Retail value share of the UK shampoo and conditioner category, by type, 2008-10
- Sector splits by target audience
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- Figure 22: UK retail value share of shampoos and conditioners, by target audience, 2008-10
Market Share
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- Key points
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- Figure 23: Retail value sales of the UK shampoo, conditioner and hair treatments market, by company and brand, 2008-10
- Procter & Gamble in pole position
- L’Oréal feels the Cheryl effect
- Unilever focuses investment on its leading brands
- Tresemmé drives Alberto Culver
- Trading down to own label
Companies and Products
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- Alberto Culver
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- Figure 24: Financial performance of Alberto Culver Company (UK) Ltd, 2008 and 2009
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- Figure 25: new product highlights from Alberto Culver (UK) Ltd in the UK shampoo and conditioner market, January 2010-January 2011
- Boots UK
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- Figure 26: Financial performance of Boots UK Ltd, 2009 and 2010
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- Figure 27: New product launched by Boots UK Ltd in the UK shampoo and conditioner market, January 2010-January 2011
- Henkel
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- Figure 28: Financial performance of Henkel Ltd, 2008 and 2009
- Kao Brands
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- Figure 29: Financial performance of Kao Brands Europe Ltd, 2008 and 2009
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- Figure 30: A few new products launched by Kao Brands in the UK shampoo and conditioner market, January 2010-January 2011
- L’Oréal
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- Figure 31: Financial performance of L’Oréal UK Ltd, 2008 and 2009
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- Figure 32: A few new products launched by L’Oréal (UK) Ltd in the UK shampoo and conditioner market, January 2010-January 2011
- Procter & Gamble
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- Figure 33: A few new products launched by Procter & Gamble in the UK shampoo and conditioner market, January 2010-January 2011
- Unilever
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- Figure 34: A few new products launched by Unilever in the UK shampoo and conditioner market, January 2010-January 2011
Brand Research
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- Brand map
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- Figure 35: Attitudes towards and usage of shampoo, conditioner and treatment brands, February 2011
- Brand attitudes
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- Figure 36: Attitudes, by shampoo, conditioner and treatment brand, February 2011
- Brand personality
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- Figure 37: Shampoo, conditioner and treatment brand personality – macro image, February 2011
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- Figure 38: Shampoo, conditioner and treatment brand personality – micro image, February 2011
- Correspondence analysis
- Brand experience
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- Figure 39: Shampoo, conditioner and treatment brand usage, February 2011
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- Figure 40: Satisfaction with various shampoo, conditioner and treatment brands, February 2011
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- Figure 41: Consideration of shampoo, conditioner and treatment brands, February 2011
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- Figure 42: Consumer perceptions of current shampoo, conditioner and treatment brand performance, February 2011
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- Figure 43: Shampoo, conditioner and treatment brand recommendation – Net Promoter Score, February 2011
- Brand index
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- Figure 44: Shampoo, conditioner and treatment brand index, February 2011
- Figure 45: Shampoo, conditioner and treatment brand index vs. recommendation, February 2011
- Target group analysis
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- Figure 46: Target groups, February 2011
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- Figure 47: Shampoo, conditioner and treatment brand usage, by target groups, February 2011
- Group One – The Conformists
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – The Individualists
Brand Communication and Promotion
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- Key points
- Topline adspend
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- Figure 48: Main monitored media advertising spend on shampoos, conditioners and hair treatments, 2007-10
- Advertisers
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- Figure 49: Main monitored media advertising spend on shampoos, conditioners and hair treatments, by advertiser, Jan-Dec 2010
- Media type
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- Figure 50: Ad spend in the shampoos and conditioners and hair treatments market, by media type, 2007-10
Channels to Market
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- Key points
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- Figure 51: UK retail value sales of shampoo, conditioner and hair treatments, by outlet type, 2008-10
- Grocers dominate
- Trust in Boots
- Smaller players abdicate from price wars
- Visits to the salon in decline
The Consumer – Usage and Frequency
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- Key points
- Use of shampoo
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- Figure 52: Trends in shampoo usage, by gender and frequency, 2009-10
- More work to be done with men
- Lower frequency of use among older age groups
- Use of conditioners
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- Figure 53: Trends in conditioner usage, by gender and frequency, 2009-10
- Heated appliances drive demand for conditioners
- Women more likely to always condition
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- Figure 54: Comparison of frequency of use of shampoo and conditioner, by gender, 2010
- Usage by type
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- Figure 55: Trends in usage of shampoo and conditioner, by type, by gender, 2009-10
- Formulated for men
- Breaking from the norm
The Consumer – Purchasing Influences
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- Key points
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- Figure 56: Factors that have influenced the decision to buy haircare products, March 2011
- The price is right
- Asking for advice
- Swayed by marketing
- Buying the same brand
- Segment-specific
The Consumer – Qualities Looked For When Buying Haircare Products
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- Key points
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- Figure 57: Qualities consumers look for when buying haircare products, March 2011
The Consumer – Haircare Expenditure
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- Key points
- Haircare expenditure compared to last year
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- Figure 58: Changes in spending on haircare in the last year, March 2011
- Attitudes towards haircare spending
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- Figure 59: Attitudes towards haircare spending, March 2011
- Salon visits
The Consumer – Attitudes towards Haircare
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- Key points
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- Figure 60: Attitudes towards haircare, March 2011
- Importance of looking good
- Sticking to a regime
Appendix – Internal Market Environment
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- Figure 61: Hair condition – men, by demographics, 2010
- Figure 62: Hair condition – women, by demographics, 2010
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- Figure 63: Women’s natural hair colour, condition of hair, permed or coloured, by demographics, 2010
- Figure 64: Scalp conditions – men, by demographics, 2010
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- Figure 65: Scalp conditions – women, by demographics, 2010
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- Figure 66: Hair/salon/barber visits – men, by demographics, 2010
- Figure 67: Hairdresser visits – women, by demographics, 2010
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Appendix – The Consumer – Usage and Frequency
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- Figure 68: Frequency of usage of shampoo – men, by demographics, 2010
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- Figure 69: Frequency of usage of shampoo – women, by demographics, 2010
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- Figure 70: Frequency of usage of conditioner – men, by demographics, 2010
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- Figure 71: Frequency of usage of conditioner – women, by demographics, 2010
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- Figure 72: Usage of two-in-one shampoo – men, by demographics, 2010
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- Figure 73: Usage of two-in-one shampoo – women, by demographics, 2010
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Appendix – The Consumer – Purchase Influence
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- Figure 74: Most popular factors that have influenced the decision to buy shampoo, by demographics, March 2011
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- Figure 75: Next most popular factors that have influenced the decision to buy shampoo, by demographics, March 2011
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- Figure 76: Other factors that have influenced the decision to buy shampoo, by demographics, March 2011
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- Figure 77: Most popular factors that have influenced the decision to buy conditioners, by demographics, March 2011
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- Figure 78: Next most popular factors that have influenced the decision to buy conditioners, by demographics, March 2011
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- Figure 79: Other factors that have influenced the decision to buy conditioners, by demographics, March 2011
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- Figure 80: Most popular factors that have influenced the decision to have hair treatment, by demographics, March 2011
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- Figure 81: Next most popular factors that have influenced the decision to have hair treatment, by demographics, March 2011
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Appendix – The Consumer – Qualities Looked For When Buying Haircare Products
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- Figure 82: Most popular specific qualities looked at when buying shampoo, by demographics, March 2011
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- Figure 83: Next most popular specific qualities looked at when buying shampoo, by demographics, March 2011
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- Figure 84: Other specific qualities looked at when buying shampoo, by demographics, March 2011
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- Figure 85: Specific qualities looked at when buying conditioners, March 2011
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- Figure 86: Most popular specific qualities looked at when buying conditioners, by demographics, March 2011
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- Figure 87: Next most popular specific qualities looked at when buying conditioners, by demographics, March 2011
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- Figure 88: Other specific qualities looked at when buying conditioners, by demographics, March 2011
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- Figure 89: Specific qualities looked at when buying treatments, March 2011
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- Figure 90: Most popular specific qualities looked at when buying treatments, by demographics, March 2011
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- Figure 91: Next most popular specific qualities looked at when buying treatments, by demographics, March 2011
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Appendix – The Consumer – Haircare Expenditure
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- Figure 92: Haircare expenditure compared to last year, by demographics, March 2011
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Appendix – The Consumer – Attitudes towards Haircare
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- Figure 93: Attitudes towards haircare spending, by demographics, March 2011
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- Figure 94: Agreement with the statement ‘I feel more confident when my hair looks good’, by demographics, March 2011
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- Figure 95: Agreement with the statement ‘I buy the same haircare products time after time because they work for me’, by demographics, March 2011
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- Figure 96: Agreement with the statement ‘My hair behaves differently from day to day’, by demographics, March 2011
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- Figure 97: Agreement with the statement ‘It is important for my professional image for my hair to look good’, by demographics, March 2011
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- Figure 98: Agreement with the statement ‘I spend a lot of time on my hair’, by demographics, March 2011
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- Figure 99: Agreement with the statement ‘My hair suffers if I don’t change my shampoo/conditioner occasionally’, by demographics, March 2011
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- Figure 100: Agreement with the statement ‘I use dry shampoo only in an emergency when I don’t have time to wash my hair’, by demographics, March 2011
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- Figure 101: Agreement with the statement ‘I use hair masks/treatments as a regular part of my haircare regime’, by demographics, March 2011
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