Table of Contents
Executive Summary
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- The issues
- Shampoo and conditioner sales continue to outgain styling products
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- Figure 1: Sales of shampoo, conditioner, and hairstyling products, by segment, 2009-14
- Women less engaged in styling product segment
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- Figure 2: Select attitudes toward hairstyling, by gender, January 2015
- Shoppers struggle to see benefits of newer formats
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- Figure 3: Top five benefits sought of bb and cc hair creams, January 2015
- The opportunities
- Focus on adults aged 25-34
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- Figure 4: Select product usage, by 18-24 and 25-34 age groups, January 2015
- Diverse haircare population points to growth opportunities
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- Figure 5: Interest in select new products, by race and Hispanic origin, January 2015
- Promote consumer relevant benefits with new formats
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- Figure 6: Interest in cleansing conditioners and Interest in and top three benefits of anti-aging products, January 2015
- What it means
The Market – What You Need to Know
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- Haircare represents one of the most stable categories in the personal care industry
- Conditioners are largely responsible for driving growth
- Blurring lines between mainstream and multicultural haircare
Market Size and Forecast
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- Historic and projected sales performance remains stable for haircare
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- Figure 7: Total US sales and fan chart forecast of shampoo, conditioner, and hairstyling products, at current prices, 2009-19
- Figure 8: Total US sales and forecast of shampoo, conditioner, and hairstyling products, at current prices, 2009-19
Market Breakdown
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- Conditioners drive growth in haircare
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- Figure 9: Sales of shampoo, conditioner, and hairstyling products, by segment share, 2014
- Figure 10: Sales of shampoo, conditioner, and hairstyling products, by segment, 2009-14
Market Perspective
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- Growing alignment between general market and Black haircare
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- Figure 11: Sales of shampoo, conditioner, and hairstyling products and Black haircare, by segment, 2012 and 2014
- Haircare sees stable growth, trend-driven categories more volatile
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- Figure 12: Sales growth trends of leading beauty and personal care categories, percent change, 2010-14
Market Factors
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- Growing diversity among haircare consumers
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- Figure 13: Select product usage, by race/Hispanic origin, January 2015
- 25-34s are core consumers of newer haircare formats
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- Figure 14: Select product usage, by 18-24 and 25-34 age groups, January 2015
- Figure 15: Percent change in population aged 18 or older, by age group, 2010-20
- Growth in the professional sector could drive at-home trends
Key Players – What You Need to Know
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- MULO haircare sales are up 3.6% in 52-week period
- Products that focus on hair health seeing success
- Skincare trends continue to influence haircare
Manufacturer Sales of Shampoo, Conditioner, and Hairstyling Products
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- Competitive haircare landscape leads to mixed sales results
- Manufacturer sales of shampoo, conditioner, and hairstyling products
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- Figure 16: MULO sales of shampoo, conditioner, and styling products, by leading companies, rolling 52 weeks 2013 and 2014
What’s Working?
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- Smoothing and moisturizing benefits translate to healthy hair
- Men’s haircare continues to grow
- Female empowerment
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- Figure 17: Dove’s #LoveYourCurls video, 2015
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- Figure 18: Pantene’s #ShineStrong Not Sorry ad, 2014
What’s Struggling?
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- Products that don’t align with current trends struggle to grow
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- Figure 19: MULO sales of select damage repair haircare products, 2011-14
- High-hold stylers
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- Figure 20: MULO sales of Garnier and Clairol Herbal Essences styling products, 2011-14
- Free-from products
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- Figure 21: MULO sales of L’Oréal EverSleek shampoo and conditioner, 2011-14
What’s Next?
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- Anti-aging becoming a more prominent theme in haircare
- Gentle skincare trends transitioning to haircare
- Haircare primers emphasize easy styling, long-lasting benefits
- Shampoo alternatives gain traction
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- Figure 22: MULO sales of TRESemmé Fresh Start Dry Shampoo, 2011-14
- Interest in natural hairstyles sparks growth of texturizing sprays
The Consumer – What You Need to Know
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- Product trends influenced by perceptions of hair type, benefits
- Attitudes toward styling are reflective of current hairstyle trends
- Benefits of newer formats remain unclear to some shoppers
Hair Type
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- People perceive their hair as healthy and low maintenance
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- Figure 23: Hair type, January 2015
Hair Type by Product Usage
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- Hair type reveals differences in product usage
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- Figure 24: Correspondence Analysis – Product usage, by Hair Texture, January 2015
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- Figure 25: Correspondence Analysis – Product usage, by Maintenance, January 2015
Shampoo Usage
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- Dry shampoo making inroads among younger adults
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- Figure 26: Shampoo usage, by gender and age, January 2015
- Shampoo landscape remains highly competitive
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- Figure 27: Top 10 brands of shampoo, July 2008-September 2014
Conditioner Usage
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- Women drive conditioner use, though men represent opportunity
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- Figure 28: Conditioner launches, 2010-15
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- Figure 29: Conditioner usage, by gender and age, January 2015
- Leading conditioner brands see slight downturn in usage
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- Figure 30: Top 10 brands of conditioner, July 2008-September 2014
Styling Product Usage
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- Use of styling products has declined, but starting to stabilize
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- Figure 31: Styling product and hairspray usage, July 2008-September 2014
- Men opt for higher-hold products, women want manageability
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- Figure 32: Types of styling products used, by gender, January 2015
- TRESemmé gains while Pantene struggles
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- Figure 33: Top 10 brands of hairspray, July 2008-September 2014
- Figure 34: Top 10 brands of hairstyling products, July 2008-September 2014
Usage of Hair Treatments, Oils, and Serums
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- Interest in healthy hair drives hair oil usage
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- Figure 35: Hair treatment, oil, and serum usage, by gender and age, January 2015
Haircare Purchase Influencers
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- Haircare users motivated by benefit, brand, and price
- Natural ingredients are more important to users of treatments and oils
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- Figure 36: Haircare purchase influencers, any rank, January 2015
Attitudes toward Hairstyling
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- Opportunity to make hairstyling part of women’s grooming routine
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- Figure 37: Attitudes toward hairstyling and grooming, by female and age, January 2015
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- Figure 38: Select attitudes toward hairstyling, by gender, January 2015
Interest in New Products
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- Growing consumer interest in new formats
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- Figure 39: Interest in select new products, January 2014 and January 2015
Benefits of Anti-aging Haircare
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- Anti-aging haircare needs to deliver on reduced hair loss, thickening
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- Figure 40: Interest in anti-aging haircare and benefits sought, January 2015
Benefits of BB and CC Hair Creams
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- Opportunity to better differentiate benefits between BB and CC creams
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- Figure 41: Interest in BB and CC hair creams, January 2014 and January 2015
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- Figure 42: Benefits sought – BB and CC hair creams, January 2015
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 43: Total US sales and forecast of shampoo, conditioner, and hairstyling products, at inflation-adjusted prices, 2009-19
- Figure 44: Total US retail sales of shampoo, conditioner, and hairstyling products, by segment, at current prices, 2012 and 2014
- Figure 45: Total US retail sales of shampoo, conditioner, and hairstyling products, by channel, at current prices, 2009-14
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- Figure 46: Total US retail sales of shampoo, conditioner, and hairstyling products, by channel, at current prices, 2012 and 2014
- Figure 47: Population aged 18 or older, by race and Hispanic origin, 2010-20
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Appendix – Key Players
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- Figure 48: MULO sales of shampoo, by leading companies and brands, rolling 52 weeks 2013 and 2014
- Figure 49: MULO sales of conditioner, by leading companies and brands, rolling 52 weeks 2013 and 2014
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- Figure 50: MULO sales of hairspray/spritz, by leading companies and brands, rolling 52 weeks 2013 and 2014
- Figure 51: MULO sales of hairstyling products, by leading companies and brands, rolling 52 weeks 2013 and 2014
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Appendix – Consumer
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- Correspondence analysis methodology
- Types of shampoo and conditioner used
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- Figure 52: Types of shampoo, July 2008-September 2014
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- Figure 53: Types of conditioner, July 2008-September 2014
- Summary of bases for styling product usage
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- Figure 54: Summary of bases for hairstyling products and hairspray usage, July 2008-September 2014
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