Table of Contents
Executive Summary
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- Market value struggles to keep afloat
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- Figure 1: UK retail value sales of the women’s haircare market, 2010-20
- Category growth could come from older women
- New products grow in focus
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- Figure 2: New product development in the women’s haircare category, by launch type, January 2013-February 2016
- Shampoo usage is rising
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- Figure 3: Usage of haircare products, January 2016
- Women show interest in more natural solutions
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- Figure 4: Changes in haircare habits in the past 12 months, January 2016
- Opportunities for scalp care
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- Figure 5: Interest in haircare innovations, January 2016
- What we think
Issues and Insights
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- Targeting older women can grow the market
- The facts
- The implications
- Shampoo sector presents opportunities
- The facts
- The implications
- Women show interest in scalp protection benefits
- The facts
- The implications
The Market – What You Need to Know
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- Prestige keeps category afloat
- Discount retailers are impacting the mass market
- Improving financial situations could boost the category
- Encouraging purchase in older women
- Growth of beauty supplements
- Using social media
Market Size and Forecast
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- A market struggling to show growth
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- Figure 6: UK retail value sales of the women’s haircare market, 2010-20
- Opportunities for the future
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- Figure 7: UK retail value sales of the women’s haircare market, 2010-20
Segment Performance
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- Prestige haircare sales out-perform mass-market
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- Figure 8: UK retail value sales of the women’s haircare market, prestige vs mass, 2014-15
- Styling keeps mass-market sales afloat
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- Figure 9: UK retail value sales of the women’s mass-market haircare market, by product type, 2014-15
Channels to Market
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- Grocery multiples and Boots maintain market share
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- Figure 10: UK retail value sales of women’s haircare products, by retail channel, 2014-15
Market Drivers
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- Improving financial situations
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- Figure 11: Trends in current financial situation compared with a year ago, February 2012 and February 2016
- Trading up to grow the market
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- Figure 12: Trends in the age structure of the UK female population, 2010-20
- Embracing age
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- Figure 13: Attitudes related to looking for beauty products, 16-24s vs over 65s, September 2015
- Treating hair from the inside
- Online styling tutorials
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- Figure 14: Types of information wanted from BPC social media sites, by topic, April 2015
Key Players – What You Need to Know
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- Usage drives trust and differentiation ratings
- Rise in advertising spend
- Overall innovation is down, but new products are up
- Seasonal and mass-market ‘premium’ launches
- Free-from continues to be a focus area
- Brands with specific solutions fare well
- New launches boost styling sales
Brand Research
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- Brand map
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- Figure 15: Attitudes towards and usage of selected brands, March 2016
- Key brand metrics
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- Figure 16: Key metrics for selected women’s haircare brands, March 2016
- Brand attitudes: Value ratings are low across brands
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- Figure 17: Attitudes, by women’s haircare brand, March 2016
- Brand personality: Batiste, Aussie and Dove have fun personalities
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- Figure 18: Brand personality – Macro image, March 2016
- Dove performs well for being expert
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- Figure 19: Brand personality – Micro image, March 2016
- Brand analysis
- Dove has universal appeal
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- Figure 20: User profile of Dove, March 2016
- Batiste is a fun brand
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- Figure 21: User profile of Batiste, March 2016
- Aussie performs well with young women
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- Figure 22: User profile of Aussie, March 2016
- Head & Shoulders is tired
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- Figure 23: User profile of Head & Shoulders, March 2016
- Pantene performs low for differentiation but high for trust
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- Figure 24: User profile of Pantene, March 2016
- Charles Worthington is considered exclusive
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- Figure 25: User profile of Charles Worthington, March 2016
Brand Communication and Promotion
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- TV advertising becomes a bigger focus
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- Figure 26: Recorded above-the-line, online display and direct mail total advertising expenditure on women’s haircare, by media type, January 2013-February 2016
- P&G leads advertising spend
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- Figure 27: Recorded above-the-line, online display and direct mail total advertising expenditure on women’s haircare, by top ten advertisers for 2015, January 2014-February 2016
- Coverage/methodology clarification
Launch Activity and Innovation
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- New products are growing in focus
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- Figure 28: New product development in the women’s haircare category, by launch type, January 2013-February 2016
- Figure 29: New product launches with volumising claims, 2015
- Rise in conditioner launches
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- Figure 30: New product development in the women’s haircare category, by sub-category, January 2013-February 2016
- Figure 31: Cleansing conditioners launched in 2015
- Seasonal launches for P&G and L’Oréal
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- Figure 32: New product development in the women’s haircare category, by top four ultimate companies and other, 2015
- Figure 33: Seasonal launches from P&G and L’Oréal, 2015
- Mass-market ‘premium’ launches
- Products for coloured hair
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- Figure 34: Haircare launches for coloured hair, 2015
- Free-from continues as a focus
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- Figure 35: New product development in the women’s haircare category, by top ten claims for 2015, January 2013-February 2016
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- Figure 36: Color Wow hair supplements, March 2016
Market Share
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- Specific solutions may be driving shampoo sales
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- Figure 37: UK retail value sales of women’s mass-market shampoo, by brand, years ending November, 2014 and 2015
- Conditioner sales reflect shampoo sales
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- Figure 38: UK retail value sales of women’s mass-market conditioner, by brand, years ending November, 2014 and 2015
- New launches boost styling sales
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- Figure 39: UK retail value sales of women’s mass-market styling products, by brand, years ending November 2014 and 2015
The Consumer – What You Need to Know
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- Wet shampoo usage is on the rise
- Women are seeking natural solutions
- Hairstyles should be low maintenance
- Brand name is a key influencer
- Night-time treatments and scalp protection offer opportunities
Usage Trends in Women’s Haircare
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- Shampoo usage is on the rise
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- Figure 40: Usage of haircare products, January 2016
- Styling products are less favoured
- Scalp protecting products have opportunities
- Newer products have lower usage
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- Figure 41: Usage of co-wash, January 2016
- Older women show interest in co-wash
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- Figure 42: Never used co-wash but interested in doing so in the future by age, January 2016
Changes in Haircare Habits
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- Damage concern might be driving habit changes
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- Figure 43: Changes in haircare habits in the past 12 months, January 2016
- The natural route
- Younger women look for quick fixes
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- Figure 44: Selected changes in haircare habits in the past 12 months, by youngest and oldest demographics, January 2016
- Older women seek professional help
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- Figure 45: Selected changes in haircare habits in the past 12 months, by youngest and oldest demographics, January 2016
- Older women are changing their haircare habits
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- Figure 46: Repertoire of habits changed in the past 12 months, by age, January 2016
Styling Habits
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- Low maintenance is key
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- Figure 47: Daytime styling habits, January 2016
- Young women are willing to take their time
- Evenings are about giving hair a break
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- Figure 48: Evening styling habits (when at home), January 2015
- Older women invest time in their hair
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- Figure 49: Preference to wash/prepare hair for desired style, by age, January 2016
- Hair should be effortless, even for special occasions
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- Figure 50: Special occasion styling habits, January 2016
- Mums want to make an effort
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- Figure 51: Styling habits of mums (of under-16s), January 2015
Purchase of Haircare Products
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- Brand name is important
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- Figure 52: Haircare purchase habits in the past 12 months, January 2016
- Younger women are increasing their spend
Interest in Haircare Innovations
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- Interest in shampoo innovations is high
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- Figure 53: Interest in haircare innovations, January 2016
- Night-time treatments
- Positioning scalp protection in the professional sector
- Older women show interest in CC balms/creams
- 72hr claims are appealing
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- Figure 54: Interest in haircare claims, January 2016
- Scalp products are of interest
Appendix – Data Sources, Abbreviations and Supporting Information
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- Data sources
- Abbreviations
- Fan chart forecast
- Brand research
- Brand map
- Correspondence analysis
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