Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Best- and worst-case forecast UK retail value sales of shampoos, conditioners and treatment products, 2006-16
- Market factors
- Population trends
- Restoration products
- Downturn in salon visits heralds market opportunities
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- Figure 2: Trends in hairdresser visits, 2007-11
- Companies, brands and innovation
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- Figure 3: Manufacturers’ value shares in retail value sales of shampoo, conditioner and hair treatments, by company, 2011
- Heavyweight brands invest heavily to maintain market position
- The consumer
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- Figure 4: Haircare attitudes, November 2011
- Spending on haircare products
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- Figure 5: Spending on shampoos, conditioners and treatment products, November 2011
- Product attributes
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- Figure 6: Product attributes looked for, November 2011
- What we think
Issues in the Market
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- Do appearance and grooming take a back seat when consumers are strapped for cash?
- Is haircare one of the beauty industry’s ‘recession-proof’ categories?
- How important are price and promotions?
- In an already hyper-segmented market, where are the opportunities?
Future Opportunities
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- Trend: Premiumisation and Indulgence
- Trend: Men Shopping Badly
Internal Market Environment
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- Key points
- Attitudes towards appearance and personal care products
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- Figure 7: Trends in attitudes towards appearance and personal care, 2007-11
- Men
- Typical male haircare profile:
- Hair condition
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- Figure 8: Trends in hair condition among men, 2007-11
- Scalp condition
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- Figure 9: Trends in scalp conditions among men, 2007-11
- Salon visits
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- Figure 10: Trends in hair salon/barber visits by men, 2010-11
- Women
- Typical female haircare profile
- Hair condition
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- Figure 11: Trends in hair condition among women, 2007-11
- Treatments undertaken
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- Figure 12: Trends in hair styling treatments among women, 2007-11
- Scalp conditions
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- Figure 13: Trends in scalp conditions among women, 2007-11
- Salon visits
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- Figure 14: Trends in hairdresser visits by women, 2007-11
- Salon spending
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- Figure 15: Trends in spend per visit to hairdresser, women, 2007-11
- Hair colour
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- Figure 16: Trends in natural hair colour, women, 2007-11
Broader Market Environment
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- Key points
- Influence of changes in demographic profile of population
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- Figure 17: Trends in the age structure of the UK population, by gender, 2006-16
- Male market
- Female market
- Ethnicity
- Uncertain economic climate continues to put pressure on brands
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- Figure 18: GFK NOP Consumer Confidence Index, January 1988- December 2011
- Shifts in shopping habits
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- Figure 19: Changing grocery shopping habits, January 2009-December 2011
Who’s Innovating?
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- Key points
- Launches by sector
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- Figure 20: UK shampoos, conditioners and treatment product launches, % share by sector, 2008-11
- Figure 21: UK shampoos, conditioners and treatment product launches, % by claim, 2011
- Own-label vs. branded launches
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- Figure 22: Product launches within UK shampoos, conditioners and treatment products, by own- label, 2008-11
- Recent launches
- Protein shakes
- Thin isn’t in
- Just for men
- Under the influence
- DIY salon
- Oil well
- Specifically speaking
- Washing without water
- Treats for tresses
Strengths and Weaknesses
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- Strengths
- Weaknesses
Competitive Context
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- Key points
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- Figure 23: Trends in women’s usage of selected toiletries, 2009 and 2010
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- Figure 24: Trends in men’s usage of selected toiletries, 2009-11
- The lipstick effect?
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- Figure 25: UK retail value sales of selected beauty and personal care categories, 2006-11
Market Size and Forecast
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- Key points
- Rising sales mask discount dent
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- Figure 26: UK retail value sales of shampoo, conditioner and hair treatments, at current and constant prices, 2006-16
- High performance to boost market performance
- Affordable luxuries
- Future
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- Figure 27: Best- and worst-case forecast of UK retail value sales of shampoos, conditioners and treatment products, 2006-16
- Forecast methodology
- Shampoo
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- Figure 28: Best- and worst-case forecast of UK retail value sales of shampoos, 2006-16
- Conditioner
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- Figure 29: Best- and worst-case forecast of UK retail value sales of conditioners, 2006-16
- Treatment products
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- Figure 30: Best- and worst-case forecast of UK retail value sales of treatment products, 2006-16
Segment Performance
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- Key points
- Shampoos
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- Figure 31: UK retail value sales of shampoo, at current and constant prices, 2006-16
- Going large
- A dry spot
- Shampoo sales by target audience
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- Figure 32: UK retail value sales of shampoo, by target audience, 2010-11
- Medicated vs. beauty shampoos
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- Figure 33: UK retail value sales of shampoo, beauty vs. medicated, 2010-11
- 2-in-1s
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- Figure 34: UK retail value sales of shampoo, standard vs. 2-in-1, 2010-11
- Shampoo sales by type
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- Figure 35: UK retail value sales of shampoo, by hair type/product benefit, 2010-11
- Conditioners
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- Figure 36: UK retail value sales of conditioners, at current and constant prices, 2006-16
- Conditioner sales by product type
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- Figure 37: UK retail value sales of conditioners, leave-in vs. rinse-out, 2010-11
- Figure 38: UK retail value sales of conditioners, by type, 2010-11
- Treatment products
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- Figure 39: UK retail value sales of treatment products, at current and constant prices, 2006-16
Market Share
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- Key points
- Unilever acquisition intensifies competition
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- Figure 40: UK retail value sales of shampoo, conditioner and hair treatments, by company and brand, 2010-11
- Market leader loses share
- P&G invests heavily to maintain market position
- Dove eclipsed by Alberto Culver acquisition
- TRESemmé going global
- Own-label
Companies and Products
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- Alberto Culver
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- Figure 41: Financial performance of Alberto Culver Company (UK) Limited, 2009-10
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- Figure 42: Selected products launched by Alberto Culver in the UK shampoo, conditioner and treatment products market, Jan 2011-Jan 2012
- Boots UK
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- Figure 43: Financial performance of Boots UK Limited, 2010-11
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- Figure 44: Selected products launched by Boots UK in the UK shampoo, conditioner and hair treatment market, Jan 2011-Jan 2012
- Henkel Limited
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- Figure 45: Financial performance of Henkel Limited, 2009-10
- Kao Brands
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- Figure 46: Financial performance of Kao Brands Europe Limited, 2009-10
- Figure 47: Selected products launched by Kao Brands in the UK shampoo, conditioners and treatment products market, Jan 2011-Jan 2012
- L’Oréal
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- Figure 48: Financial performance of L’Oréal (UK) Limited, 2009-10
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- Figure 49: Selected products launched by L’Oréal in the UK shampoo, conditioner and treatment products market, Jan 2011-Jan 2012
- Procter & Gamble
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- Figure 50: Financial performance of Procter & Gamble (beauty segment), 2010-11
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- Figure 51: Selected products launched by Procter & Gamble in the shampoo, conditioners and hair treatment market, Jan 2011-Jan 2012
- Unilever
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- Figure 52: Financial performance of Unilever UK Limited, 2009-10
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- Figure 53: Products launched by Unilever in the UK shampoo, conditioner and treatments products market, Jan 2011-Jan 2012
Brand Research
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- Brand map
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- Figure 54: Attitudes towards and usage of brands in the shampoo, conditioners and styling products sector, November 2011
- Correspondence analysis
- Brand attitudes
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- Figure 55: Attitudes by shampoo, conditioners and styling products brand, November 2011
- Brand personality
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- Figure 57: Shampoo, conditioners and styling products brand personality – micro image, November 2011
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- Figure 58: Shampoo, conditioners and styling products brand usage, November 2011
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- Figure 59: Satisfaction with various shampoo, conditioners and styling products brands, November 2011
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- Figure 60: Consideration of shampoo, conditioners and styling products brands, November 2011
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- Figure 61: Consumer perceptions of current shampoo, conditioners and styling products brand performance, November 2011
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- Figure 62: Shampoo, conditioners and styling products brand recommendation – Net Promoter Score, November 2011
- Brand index
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- Figure 63: Shampoo, conditioners and styling products brand index, November 2011
- Figure 64: Shampoo, conditioners and styling products brand index vs. recommendation, November 2011
- Target group analysis
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- Figure 65: Target groups, November 2011
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- Figure 66: Shampoo, conditioners and styling products brand usage, by target groups, November 2011
- Group One – Conformists
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – Individualists
Brand Communication and Promotion
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- Key points
- Adspend slumps in 2012
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- Figure 67: Main media advertising expenditure on shampoos, conditioners and treatments, 2008-11
- P&G dominates but at what cost?
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- Figure 68: Main media advertising expenditure on shampoos, conditioners and treatment products, % share by advertiser, 2011
- L’Oréal overspends in bid to outpace market sales growth
- Alberto Culver reaps acquisition benefits
- TV leads, but press under pressure from digital
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- Figure 69: Main media advertising spend on shampoos, conditioners and hair treatments, % share by media type, 2008-11
Channels to Market
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- Key points
- Grocery multiples continue to take share
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- Figure 70: UK retail value sales of shampoo, conditioner and hair treatments, by outlet type, 2009-11
- Attention to customer service
- Mainstream hair loss prevention products could dent OTC
- Salons at the sharp end
The Consumer – Haircare Attitudes
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- Key points
- Good hair helps confidence
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- Figure 71: Haircare attitudes, November 2011
The Consumer – Trends in Usage and Frequency
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- Key points
- Highest volume users
- Shampoo
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- Figure 72: Trends in male shampoo usage and frequency, 2009-11
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- Figure 73: Trends in female shampoo usage and frequency, 2007-11
- Use of conditioners
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- Figure 74: Trends in male conditioner usage and frequency, 2007-11
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- Figure 75: Trends in female conditioner usage and frequency, 2007-11
- Shampoo and conditioner usage by type
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- Figure 76: Trends in usage of shampoo/conditioner, by type, by gender, 2007-11
- Men choose normal shampoos or 2-in-1s
- Women eschewing 2-in-1s for tailored formulas
- Usage of treatment products
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- Figure 77: Trends in hair conditioning treatments and masques by women and frequency, 2007-11
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- Figure 78: Trends in type of hair conditioning treatments and masques used most often by women, 2007-11
The Consumer – Attitudes Toward Spend and Amount Spent on Shampoos, Conditioners and Treatments
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- Key points
- Attitudes towards spending on products
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- Figure 79: Attitudes towards spending on shampoos, conditioners and treatment products, November 2011
- Amount spent on haircare products
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- Figure 80: Spending on shampoos, conditioners and treatment products, November 2011
- Shampoo
- Dry shampoo
- Wash-out conditioner
- Leave-in conditioner
- Hair treatment products
Shopping for Shampoo, Conditioner and Treatment Products
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- Key points
- Shampoo
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- Figure 81: Shampoo shopping habits, November 2011
- Conditioners
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- Figure 82: Conditioner shopping habits, November 2011
- Hair treatment products
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- Figure 83: Hair treatment product shopping habits, November 2011
The Consumer – Usage by Product Attributes
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- Key points
- Attributes by product type
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- Figure 84: Product attributes looked for when buying shampoo, conditioner and treatment products, November 2011
- Shampoo
- Conditioner
- Treatment products
Appendix – Internal Market Environment
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- Figure 85: Hair condition, by demographics, 2011
- Figure 86: Hair condition, women, by demographics, 2011
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- Figure 87: Women’s natural hair colour, condition of hair, permed or coloured, by demographics, 2010
- Figure 88: Scalp conditions, by demographics, 2011
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- Figure 89: Scalp conditions, women, by demographics, 2011
- Figure 90: Hair salon/barber visits, men, by demographics, 2011
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- Figure 91: Hairdresser visits, women, by demographics, 2011
- Figure 92: Spend per visit to hairdresser, women, by demographics, 2011
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- Figure 93: Natural hair colour, by demographics, 2011
- Figure 94: Statements on personal care, by demographics, 2011
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- Figure 95: Statements on personal care, by demographics, 2011 (continued)
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Appendix – Who’s Innovating?
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- Figure 96: Product launches within the UK shampoos, conditioners and treatment products, by claims (top ten), 2008-11
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Appendix – Brand Research
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- Figure 97: Brand usage, November 2011
- Figure 98: Brand commitment, November 2011
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- Figure 99: Brand momentum, November 2011
- Figure 100: Brand diversity, November 2011
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- Figure 101: Brand satisfaction, November 2011
- Figure 102: Brand recommendation, November 2011
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- Figure 103: Brand attitudes, November 2011
- Figure 104: Brand image – macro image, November 2011
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- Figure 105: Brand image – micro image, November 2011
- Figure 106: Profile of target groups by demographic, November 2011
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- Figure 107: Psychographic segmentation by target group, November 2011
- Figure 108: Brand usage by target group, November 2011
- Brand index
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- Figure 109: Brand index, November 2011
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Appendix – The Consumer – Usage and Frequency
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- Figure 110: Shampoo usage, by men and frequency, by demographics, 2011
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- Figure 111: Shampoo usage, by women and frequency, by demographics, 2011
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- Figure 112: Conditioner usage frequency, men by demographics, 2011
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- Figure 113: Conditioner usage and frequency, women by demographics, 2010
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- Figure 114: Hair conditioning treatments and masques usage and frequency, women by demographics, 2011
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Appendix – The Consumer – Shopping for Shampoos, Conditioners and Hair Treatment Products
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- Figure 115: Spending on shampoos, by demographics, November 2011
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- Figure 116: Spending on dry shampoos, by demographics, November 2011
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- Figure 117: Spending on wash-out conditioners, by demographics, November 2011
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- Figure 118: Spending on leave-in conditioners, by demographics, November 2011
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- Figure 119: Spending on hair treatment products, by demographics, November 2011
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- Figure 120: Most popular shampoo products shopping habits, by demographics, November 2011
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- Figure 121: Next most popular shampoo products shopping habits, by demographics, November 2011
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- Figure 122: Most popular conditioner products shopping habits, by demographics, November 2011
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- Figure 123: Next most popular conditioner products shopping habits, by demographics, November 2011
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- Figure 124: Most popular hair treatment products shopping habits, by demographics, November 2011
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- Figure 125: Next most popular hair treatment products shopping habits, by demographics, November 2011
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- Figure 126: Most popular attitudes to shampoos, conditioners and treatment products, by demographics, November 2011
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- Figure 127: Next most popular attitudes to shampoos, conditioners and treatment products, by demographics, November 2011
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Appendix – The Consumer – Usage by Product Type
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- Figure 128: Most popular shampoo attributes looked for, by demographics, November 2011
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- Figure 129: Next most popular shampoo attributes looked for, by demographics, November 2011
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- Figure 130: Most popular conditioner attributes looked for, by demographics, November 2011
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- Figure 131: Next most popular conditioner attributes looked for, by demographics, November 2011
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- Figure 132: Most popular hair treatment products attributes looked for, by demographics, November 2011
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- Figure 133: Next most popular hair treatment products attributes looked for, by demographics, November 2011
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