Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Market essentially stagnant since 2006
- Opportunities exist for manufacturers to branch out
- Population figures having an impact on the market
- Shampoo is the largest segment, followed by conditioner
- Other retailers make up the largest channel for hair care
- Procter & Gamble remains the leading manufacturer
- Marketing takes on a multi-pronged approach
- Consumer usage and attitudes point to industry challenges
- The gender influence
- The age factor
- Purchase behavior
Insights and Opportunities
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- The increasing influence of the Hispanic consumer
- Using sports figures as part of overall social media marketing efforts
- Targeting men more of a priority
- The anti-shampoo shampoos
Inspire Insights
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- Trend: Guiding Choice
- Trend: Many Mes
Market Size and Forecast
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- Key points
- Economic slowdown continuing to have an impact
- Sales and forecast of market
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- Figure 1: Total U.S. retail sales of shampoo, conditioner, and hair styling products and forecast of market, at current prices, 2006-16
- Figure 2: Total US retail sales of shampoo, conditioner, and hair styling products and forecast of market, at inflation-adjusted prices, 2006-16
- Fan chart forecast
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- Figure 3: US sales and fan chart forecast of shampoo, conditioner, and hair styling products, at current prices, 2006-16
- Walmart sales
Market Drivers
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- Key points
- Increasing Hispanic population will have a positive impact
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- Figure 4: Population, by race and Hispanic origin, 2006-16
- Manufacturers need to think about ways to target Baby Boomers
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- Figure 5: Population, by age, 2006-16
- Consumer confidence still shaky
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- Figure 6: Consumer sentiment index, January 2007-November 2011
Competitive Context
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- Consumers continue shift to private label
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- Figure 7: Sales of selected beauty and personal care categories, 2006-11
Segment Performance
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- Key points
- Shampoo continues to dominate the hair care category
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- Figure 8: Total U.S. retail sales of shampoo, conditioner, and hair styling products, by segment, 2009 and 2011
Segment Performance—Shampoo
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- Key points
- Consumers who traded down may not be coming back
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- Figure 9: Sales and forecast of shampoo, at current prices, 2006-16
Segment Performance—Conditioner
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- Key points
- Lackluster conditioner sales a result of poor economy
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- Figure 10: Sales and forecast of conditioner, at current prices, 2006-16
Segment Performance—Gel/Mousse
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- Key points
- Slight increase in sales seen in 2011
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- Figure 11: Sales and forecast of gel/mousse, at current prices, 2006-16
Segment Performance—Spray/Spritz
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- Key points
- Consumers going for a more natural look
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- Figure 12: Sales and forecast of spray/spritz, at current prices, 2006-16
Retail Channels
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- Key points
- Other retail outlets see a loss, while supermarkets and drugstores gain
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- Figure 13: Total U.S. retail sales of shampoo, conditioner, and hair styling products, by channel, 2009 and 2011
Retail Channels—Supermarkets
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- Key points
- Supermarkets stepping up their marketing efforts
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- Figure 14: Supermarket sales of hair care market, at current prices, 2006-11
Retail Channels—Drugstores
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- Key points
- Drugstores targeting ethnic consumers
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- Figure 15: Drugstore sales of hair care market, at current prices, 2006-11
Retail Channels—Other
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- Key points
- Walmart targeting Hispanic population
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- Figure 16: Other retailer sales of hair care market, at current prices, 2006-11
Leading Companies
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- Key points
- P&G losing ground but renewing marketing efforts
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- Figure 17: Manufacturer sales and market shares of the shampoo, conditioner, and hair styling products market, 2010 and 2011
Brand Share—Shampoo
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- Key points
- Unilever benefiting from purchase of Alberto-Culver
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- Figure 18: Manufacturer sales and market shares for shampoo, 2010 and 2011
Brand Share—Conditioner
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- Key points
- P&G unable to sustain early success with a rebranded Pantene
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- Figure 19: Manufacturer sales and market shares for conditioner, 2010 and 2011
Brand Share—Gel/Mousse
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- Key points
- Slow growth in gels/mousses
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- Figure 20: Manufacturer sales and market shares for gel/mousse, 2010 and 2011
Brand Share—Spray/Spritz
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- Key points
- Sales of spray/spritz remain stable
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- Figure 21: Manufacturer sales and market shares for spray/spritz, 2010 and 2011
Innovations and Innovators
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- Key points
- 2-in-1 products continue to be popular
- Hair straightening product market continues to see new entrants
Marketing Strategies
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- Overview of the brand landscape
Hair Product Usage
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- Key points
- Shampoo is universally used
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- Figure 22: Types of hair products used, July 2010-September 2011
- Women are more likely to use all types of hair products
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- Figure 23: Types of hair products used, by gender, July 2010-September 2011
- Young consumers use conditioner; over-65s more likely to use hairspray
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- Figure 24: Types of hair products used, by age, July 2010-September 2011
- Types of hair styling products used
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- Figure 25: Types of hair styling products used, July 2010-September 2011
- Men prefer hair gel while mousse is more popular among women
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- Figure 26: Types of hair styling products used, by gender, July 2010-September 2011
- Young age groups more likely to use a variety of hair styling products
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- Figure 27: Types of hair styling products used, by age, July 2010-September 2011
Self-Described Hair Types and Conditions
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- Key points
- Hair care products must cater to a range of hair types and conditions
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- Figure 28: Self-described hair types and conditions, January 2012
- Men and women have different needs for hair products
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- Figure 29: Self-described hair types and conditions, by gender, January 2012
- Kinds of shampoo and conditioner used by gender
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- Figure 30: Kinds of shampoo used, by gender, July 2010-September 2011
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- Figure 31: Kinds of conditioner used, by gender, July 2010-September 2011
- Hair types and conditions change across age groups
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- Figure 32: Self-described hair types and conditions, by age, January 2012
- Kinds of shampoo and conditioner used by age
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- Figure 33: Kinds of shampoo used, by age, July 2010-September 2011
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- Figure 34: Kinds of conditioner used, by age, July 2010-September 2011
Frequency of Hair Product Use
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- Key points
- Shampoo used very frequently
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- Figure 35: Frequency of hair product use, January 2012
- Men are more likely to use shampoo daily
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- Figure 36: Frequency of hair product use, by gender, January 2012
- Young consumers more likely to use hair products daily
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- Figure 37: Frequency of hair product use, by age, January 2012
- Daily use of hair products more pronounced among highly affluent
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- Figure 38: Frequency of hair product use, by household income, January 2012
- Race/ethnicity tends to impact hair type, and in turn, usage frequency of hair products
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- Figure 39: Frequency of hair product use, by race/Hispanic origin, January 2012
Brand Switching Behaviors
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- Key points
- Brand loyalty for hair products is low
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- Figure 40: Brand switching behaviors, January 2012
- Men are more likely to be brand loyal
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- Figure 41: Brand switching behaviors, by gender, January 2012
- Brand switching most prominent among those aged 35-44
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- Figure 42: Brand switching behaviors, by age, January 2012
- Brand usage
- Shampoo brands used
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- Figure 43: Brands of shampoo used, by age, July 2010-September 2011
- Conditioner brands used
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- Figure 44: Brands of conditioner used, by gender, July 2010-September 2011
Average Spend on Hair Products
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- Key points
- Average spend on shampoo and conditioner
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- Figure 45: Average spend on shampoo and conditioner, January 2012
- Men don’t typically purchase their shampoo or conditioner products
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- Figure 46: Average spend on shampoo and conditioner, by gender, January 2012
- Younger age groups spend more on shampoo and conditioner
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- Figure 47: Average spend on shampoo and conditioner, by age, January 2012
Attitudes Toward Hair Products
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- Key points
- Hair products suited to specific hair types are in demand
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- Figure 48: Attitudes toward hair products, January 2012
- Women are more likely to use a shampoo/conditioner designed for a specific hair type
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- Figure 49: Attitudes toward hair products, by gender, January 2012
- Under-25s more likely to agree that salon products are worth the premium
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- Figure 50: Attitudes toward hair products, by age, January 2012
Purchase Behavior
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- Key points
- Samples not a significant driver in purchase behavior
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- Figure 51: Purchase product based on sample, January 2012
- Sample trials are more effective among women
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- Figure 52: Purchase product based on sample, by gender, January 2012
- Samples are less likely to instigate a purchase among older respondents
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- Figure 53: Purchase product based on sample, by age, January 2012
- A large constituent of users buy different products for family members
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- Figure 54: Products for family members, by gender, January 2012
Purchasing Factors for Hair Products
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- Key points
- Low price is the topmost driving factor in hair product purchases
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- Figure 55: Purchasing factors for hair products, January 2012
- Women influenced by product benefits
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- Figure 56: Purchasing factors for hair products (shampoo or conditioner), by gender, January 2012
- Younger consumers more influenced by recommendations
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- Figure 57: Purchasing factors for hair products (shampoo or conditioner), by age, January 2012
Importance of Product Features
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- Key points
- Rinse and lather are important product features
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- Figure 58: Important product features, January 2012
- Women find functional ingredient benefits important
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- Figure 59: Important product features, by gender, January 2012
- Organic is of more importance to younger age groups
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- Figure 60: Important product features, by age, January 2012
Key Household Purchase Measures—SymphonyIRI Builders Panel Data
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- Overview of shampoo
- Regular shampoo
- Consumer insights on key purchase measures
- Brand map
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- Figure 61: Brand map, selected brands of regular shampoo buying rate, by household penetration, the 52 weeks ending 6/26/2011
- Brand leader characteristics
- Key purchase measures
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- Figure 62: Key purchase measures for the top brands of shampoo, by household penetration, 52 weeks ending 6/26/2011
- Dandruff shampoo
- Consumer insights on key purchase measures
- Brand map
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- Figure 63: Brand map, selected brands of dandruff shampoo buying rate, by household penetration, 52 weeks ending 6/26/2011
- Brand leader characteristics
- Key purchase measures
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- Figure 64: Key purchase measures for the top brands of dandruff shampoo, by household penetration, 52 weeks ending 6/26/2011
- Hair conditioner
- Consumer insights on key purchase measures
- Brand map
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- Figure 65: Brand map, selected brands of hair conditioner buying rate by household penetration, 52 weeks ending 6/26/2011
- Brand leader characteristics
- Key purchase measures
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- Figure 66: Key purchase measures for the top brands of hair conditioner, by household penetration, 52 weeks ending 6/26/2011
- Hair spray
- Consumer insights on key purchase measures
- Brand map
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- Figure 67: Brand map, selected brands of hair spray buying rate, by household penetration, 52 weeks ending 6/26/2011
- Brand leader characteristics
- Key purchase measures
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- Figure 68: Key purchase measures for the top brands of hair spray, by household penetration, 52 weeks ending 6/26/2011
- Hair styling gel/mousse
- Consumer insights on key purchase measures
- Brand map
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- Figure 69: Brand map, selected brands of hair styling gel/mousse buying rate, by household penetration, 52 weeks ending 6/26/2011
- Brand leader characteristics
- Key purchase measures
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- Figure 70: Key purchase measures for the top brands of hair styling gel/mousse, by household penetration, 52 weeks ending 6/26/2011
Appendix—SymphonyIRI Builders Panel Data Definitions
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- SymphonyIRI Consumer Network Metrics
Appendix—Trade Associations
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