Table of Contents
Executive Summary
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- The issues
- Category sales are stagnant
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- Figure 1: Total US sales and fan chart forecast of home hair color, at current prices, 2009-19
- Salon market is impacting growth of home hair color
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- Figure 2: Types of hair coloring services done, November 2014
- Concerns about results, hair damage
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- Figure 3: Attitudes toward hair damage and results, November 2014
- The opportunities
- Focus on men
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- Figure 4: Spent more time on hair coloring, by gender, November 2014
- Emphasize healthy hair
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- Figure 5: Any interest in healthy hair concepts, November 2014
- Go beyond gray coverage
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- Figure 6: select attitudes toward hair coloring and any interest in anti-aging hair color, November 2014
- What it means
The Market – What You Need to Know
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- What you need to know
The Market – Market Size and Forecast
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- Historic and projected sales performance for home hair color
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- Figure 7: Total US sales and fan chart forecast of home hair color, at current prices, 2009-19
- Figure 8: Total US sales and forecast of home hair color, at current prices, 2009-19
The Market – Market Perspective
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- Hair color losing share
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- Figure 9: Sales of haircare, by segment, 2011 and 2013
The Market – Market Factors
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- Economic growth benefits salon market
- Growth among younger male population
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- Figure 10: Male population by age, 2009-19
- Population shifts make hair coloring population more diverse
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- Figure 11: Population by race and Hispanic origin, percent change 2014-19
- Rise in functional hair color claims
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- Figure 12: Select functional and natural home hair color claims, by share, 2013 and 2014
Key Players – What You Need to Know
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- What you need to know
Key Players – Manufacturer Sales of Home Hair Color
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- Amid category declines, leading brands struggle to grow
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- Figure 13: Manufacturer sales of home hair color, 2013 and 2014
Key Players – What’s Working?
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- Anti-aging hair color
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- Figure 14: MULO sales of Clairol Expert Collection Age Defy, 52 weeks ending Nov. 2, 2014
- Root touch-ups
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- Figure 15: MULO sales of Clairol Nice n’ Easy Root Touch-up, 52 weeks ending Nov. 2, 2014
- Temporary hair color
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- Figure 16: MULO sales of select temporary hair color products, 2013 and 2014
Key Players – What’s Struggling?
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- Highlighting kits
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- Figure 17: MULO sales of select highlighting products, 2013 and 2014
Key Players – What’s Next?
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- New formats
- Online services
- Salon-quality results
The Consumer – What You Need to Know
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- What you need to know
The Consumer – Hair Color Services
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- Permanent hair color most common service
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- Figure 18: Types of hair coloring services done, November 2014
- The home hair color consumer
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- Figure 19: Use of home hair coloring products, by gender, August 2013-September 2014
- The salon hair color consumer
The Consumer – Frequency of Use
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- Despite decreased usage, frequency of home hair coloring increases with age
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- Figure 20: Frequency of home hair coloring products used in past 12 months, by age, August 2013-September 2014
The Consumer – Hair Color and Level of Gray
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- Most adults have some grays
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- Figure 22: Any type of hair color service, by level of gray, November 2014
- Darker hair colors most prevalent among adults
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- Figure 21: Level of gray and hair color, November 2014
The Consumer – Time Spent
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- Men spending more time in the category
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- Figure 23: Spent more time on hair coloring, by gender, November 2014
The Consumer – Purchase Influencers
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- Shade selection is important, though gender reveals differences in how people shop the category
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- Figure 24: Purchase influencers, any rank, November 2014
The Consumer – Interest in New Products
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- Women interested in hair health, men looking for customization
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- Figure 25: Interest in new products and benefits, November 2014
- Women focus on hair health, results
- Men looking for customization, convenience
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- Figure 26: Any interest in select new products and benefits, by gender, November 2014
The Consumer – Attitudes Toward Hair Coloring
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- Looking younger is a key motivator for coloring hair
- Opportunity for products, information that simplifies hair coloring process
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- Figure 27: Select attitudes toward hair coloring, by gender, November 2014
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – Market
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- Figure 28: Total US sales and forecast of home hair color, at inflation-adjusted prices, 2009-19
- Figure 29: Total US retail sales of home hair color, by channel, at current prices, 2012 and 2014
- Figure 30: Changes in DPI (disposable personal income), 2007-14
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- Figure 31: Thomson Reuters/University of Michigan Index of Consumer Sentiment, 2007-14
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