Table of Contents
Executive summary
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- Lower level of innovation impacts sales in the market
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- Figure 1: Best- and worst-case forecast of UK value sales of haircare products, 2009-19
- Product innovation focuses on hair treatments
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- Figure 2: Product launches in the women’s haircare market, by product category, 2012-14
- Traditional styling products drop in popularity
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- Figure 3: Hair product usage amongst females, 2013-15
- Few women are experimental with hairstyle
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- Figure 4: Frequency of performing activities in a hair routine, February 2015
- Diet and health thought to most affect hair appearance
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- Figure 5: Important factors in determining the appearance of hair, net of any importance, February 2015
Issues and insights
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- The haircare market needs to inspire an older female audience
- The facts
- The implications
- Encouraging styling experimentation can provide a needed sales boost
- The facts
- The implications
- The market needs protecting from the threat of cheap prices
- The facts
- The implications
The Market – What you need to know
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- Women’s haircare remains in growth
- Prestige products grow in momentum, but mass market still dominates
- Consumer needs are evolving
- Desire for low prices challenges retailers to add value
Market size and forecast
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- Market slows but remains in growth
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- Figure 6: Retail value sales of the UK women’s haircare market, 2009-19
- Pace of sales growth forecast to increase
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- Figure 7: Best- and worst-case forecast of UK value sales of women’s haircare products, 2009-19
Segment performance
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- Prestige share continues to grow
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- Figure 8: Retail value sales of the UK women’s haircare market, by segment, 2013 and 2014
- Mass-market sales lifted by shampoo
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- Figure 9: Retail value sales of the UK women’s mass-market haircare market, by product type, 2013 and 2014
Market drivers
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- Ageing population threatens haircare market
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- Figure 10: Trends in the age structure of the female population, 2009-19
- Flexi working changes personal grooming routines
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- Figure 11: Employment and unemployment of women, 2009-19
- Consumer confidence returns
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- Figure 12: Trends in how consumers describe their financial situation, February 2009- February 2015
- Dry hair is a concern for three in 10 women
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- Figure 13: How women describe their hair on a scale from dry to oily, January 2015
- Temporary colour trend offers an opportunity
Channels to market
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- Discount retailers soar in popularity
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- Figure 14: UK retail value sales of women’s haircare products, by retail channel, 2013 and 2014
- Specialist stores look to events and expertise
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- Figure 15: Tesco Google+ Hangout example, February 2015
Key Players – What you need to know
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- Injecting more care into haircare
- Garnier Ultimate Blends makes an entrance
- Brand exposure increases consumer trust
- Innovation boosts adspend
Brand research
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- Key brand metrics
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- Figure 16: Key metrics for selected brands, January 2015
- Brand map
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- Figure 17: Attitudes towards and usage of selected brands, January 2015
- Brand attitudes: Women most likely to associate Kérastase and John Frieda with quality
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- Figure 18: Attitudes, by brand, January 2015
- Brand analysis: John Frieda’s strength lies in providing accessible glamour
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- Figure 19: User profile of John Frieda, January 2015
- Kérastase is defined by glamour but exclusivity is likely to put off some
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- Figure 20: User profile of Kérastase, January 2015
- Brand personality: TRESemmé’s accessibility strengthens appeal among wider group
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- Figure 21: Brand personality – Macro image, January 2015
- TRESemmé’s accessibility promotes strong usage across age groups
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- Figure 22: User profile of TRESemmé, January 2015
- Wella most likely to be seen as outdated
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- Figure 23: Brand personality – Micro image, January 2015
- Wella suffers from a more tired, old-fashioned image among women
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- Figure 24: User profile of Wella, January 2015
- Garnier Ultimate Blends has made strong impact since its launch
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- Figure 25: User profile of Garnier Ultimate Blends, January 2015
- Ojon uses rare ingredients to boost exclusivity and innovation
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- Figure 26: User profile of Ojon, January 2015
- Organix/OGX’s name contributes towards strong image of ethics and being natural
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- Figure 27: User profile of awareness of Organix/OGX, January 2015
Brand communication and promotion
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- Garnier launch lifts advertising spend in 2014
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- Figure 28: Main monitored advertising spend on women’s haircare products, 2012-14
- Garnier and Schwarzkopf in top five advertisers
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- Figure 29: Main monitored advertising spend on women’s haircare products, by advertiser, 2012-14
- TV spend jumps as new launches want widest reach
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- Figure 30: Main monitored advertising spend on women’s haircare products, by media, 2012-14
Launch activity and innovation
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- 2013 a strong year for product innovation
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- Figure 31: Product launches in the women’s haircare market, by launch type, 2012-14
- Hair treatments now lead NPD
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- Figure 32: Product launches in the women’s haircare market, by product category, 2012-14
- Figure 33: Examples of hair treatment products designed for damaged hair, 2014
- Styling launches feature care ingredients
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- Figure 34: Examples of hairstyling products containing care ingredients, 2014
- Free-from claims grow in response to restrictions
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- Figure 35: Fastest-growing product positioning claims in the women’s haircare market, by percentage point change, 2013-14
- Anti-pollution claims grow in the haircare market
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- Figure 36: Examples of women’s haircare products featuring the antioxidant claim, 2014
- Henkel and L’Oréal increase innovation in 2014
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- Figure 37: Share of NPD in the women’s haircare market, by top five ultimate companies and other, 2014
- Figure 38: Examples of fullness and density-enhancing products launched by L’Oréal, 2014
Market share
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- Garnier Ultimate Blends takes significant share of shampoo
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- Figure 39: UK retail value sales of women's mass-market shampoo, by brand, years to January 2014 and January 2015
- Organix/OGX conditioners benefit from interest in botanical oils
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- Figure 40: UK retail value sales of women's mass-market conditioners and treatments, by brand, years to January 2014 and January 2015
- John Frieda sees styling success
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- Figure 41: UK retail value sales of women's mass-market hairstyling products, by brand, years to January 2014 and January 2015
The Consumer – What you need to know
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- Increasing interest from older women
- Opportunity to learn from fitness trackers
- Treatments inspire higher spend
- Real-time user tutorials could boost experimentation
- Educating women on haircare can boost product usage
- Diet and health most instrumental in hair’s appearance
Product usage
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- Traditional styling products drop in popularity
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- Figure 42: Hair product usage amongst females, 2013-15
- Newer hair oils threaten to cannibalise treatments
- A quarter of 16-24-year-old women use six or more products
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- Figure 43: Repertoire of haircare products used, by age, February 2015
Hair concerns
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- Young women worry about split ends
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- Figure 44: Women’s hair concerns, by age, February 2015
- Education in anti-ageing haircare can keep seniors engaged
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- Figure 45: Repertoire of hair concerns, by age, February 2015
Brand preferences
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- Treatments, serum and oil are prestige buys
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- Figure 46: Brand preferences of haircare products, February 2015
- Styling suffers from a basic image
- Innovation for dry shampoo
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- Figure 47: Example of Taylor Taylor London hair stencils, 2014
Haircare and styling routine
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- Very few women are experimental with hairstyle
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- Figure 48: Frequency of performing activities in a hair routine, February 2015
- Older women have different routines
- Natural versus blow dryer
Attitudes towards haircare
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- Women want help with easier styling
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- Figure 49: Women’s attitudes towards haircare and styling, February 2015
- Shampoo versus conditioner as key to good hair
- Opportunity to secure brand loyalty with young women
Factors influencing appearance of hair
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- Potential for hair vitamins and supplements
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- Figure 50: Important factors in determining the appearance of hair, net of any importance, February 2015
- Genes thought to have the most impact overall
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- Figure 51: Important factors in determining the appearance of hair, February 2015
- Ingredients are seen as more important than claims
Data sources, abbreviations and supporting information
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- Data sources
- Abbreviations
- Fan chart forecast
The market
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- Figure 52: Price positioning of new product launches in the women’s haircare market (budget to super luxe), 2012-14
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Key players
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- Figure 53: Shares of NPD in women’s haircare products, by top five ultimate companies in 2014, 2012-14
- Figure 54: Product positioning claims of women’s haircare products, by sub category, ranked by top 10 hair treatment claims, 2014
- Figure 55: Product positioning claims of women’s haircare products, by top 10 fastest-growing claims in 2014, 2012-14
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