Table of Contents
Executive Summary
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- The issues
- Slow overall category growth, hairsprays in decline
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- Figure 1: Total US sales and fan chart forecast of shampoo, conditioner, and hairstyling products, at current prices, 2010-20
- Aging population limits market growth
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- Figure 2: Product usage, by age, January 2016
- Anti-aging is not a highly sought product benefit
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- Figure 3: Shampoo and conditioner benefits, January 2016
- The opportunities
- Increase adoption of new product forms
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- Figure 4: Dry shampoo and cleansing conditioner usage, by age, January 2016
- Multicultural consumers, engine of growth in hairstyling
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- Figure 5: Treatment and hairstyling product usage, by race and Hispanic origin, January 2016
- Opportunity to leverage momentum in the men haircare market
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- Figure 6: Attitudes toward men’s haircare, by gender, January 2016
- What it means
The Market – What You Need to Know
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- Shampoo and conditioner continue to drive growth
- Demographics of US population driving haircare needs
- Aging population a challenge to market growth
Market Size and Forecast
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- Mature market with moderate growth
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- Figure 7: Total US sales and fan chart forecast of shampoo, conditioner, and hairstyling products, at current prices, 2010-20
- Figure 8: Total US sales and forecast of shampoo, conditioner, and hairstyling products, at current prices, 2010-20
Market Breakdown
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- Shampoo and conditioner leading growth
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- Figure 9: Sales of shampoo, conditioner, and hairstyling products, by segment, 2013 and 2015 (est)
- Figure 10: Total US retail sales of shampoo, conditioner, and hairstyling products, by segment, at current prices, 2013 and 2015 (est)
Market Perspective
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- Hair appearance and health are top concerns
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- Figure 11: Hair concerns, any rank, January 2016
- Hair concerns driven by demographic trends
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- Figure 12: Hair concerns, any rank, by gender and age, January 2016
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- Figure 13: Hair concerns, any rank, by race and Hispanic origin, January 2016
Market Factors
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- US population growing older
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- Figure 14: Population aged 18 or older, by age, 2011-21
- Older consumers have simpler routines and use less haircare products
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- Figure 15: Repertoire of type of weekday routine, by age, January 2016
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- Figure 16: Product usage, by age, January 2016
- Multicultural consumers important to driving category growth
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- Figure 17: Population by race and Hispanic origin, 2011-21
Key Players – What You Need to Know
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- Market slowdown impacting all major companies
- Intuitive and clear end result benefit communication
- Innovative product forms delivering relevant benefits
Manufacturer Sales of Shampoo, Conditioner, and Hairstyling Products
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- Leading companies losing ground
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- Figure 18: Manufacturer sales of shampoo, conditioner, and hairstyling products, by leading companies, rolling 52 weeks 2014 and 2015
What’s Working?
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- Products riding the natural trend
- Dry shampoos growing and expanding relevance
- Men’s haircare market continues to grow
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- Figure 19: MULO sales of select men’s shampoo brands, rolling 52 weeks 2012-15
What’s Struggling?
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- Hairspray/spritz faces bleak future
- Successful skincare concepts struggling in haircare
- Anti-aging products trying to find identity
- Benefits of BB and CC products not clear
What’s Next?
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- Evolution from dry shampoos to new hybrid forms and packages
- Is cleansing conditioner the new 2-in-1?
- Customization of haircare
The Consumer – What You Need to Know
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- Hair concerns drive benefits sought in haircare products
- Brands need to provide compelling reasons to use as part of regimen
- Consumers struggle with relevance of anti-aging benefit
- Hispanics have more complex hair routines, are heavier product users
- Black consumers want products made for them
- Younger consumers adopting alternative product forms
- Men recognize different hair needs
- Low usage of homemade alternatives despite concerns with hair damage
Shampoo Usage and Benefits Sought
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- Dry shampoo continues to make inroads in the category
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- Figure 20: Shampoo usage, January 2015 and January 2016
- Could dry shampoo become a staple among younger consumers?
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- Figure 21: Shampoo usage, by age, January 2016
- Strong adoption of dry shampoo among Hispanics
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- Figure 22: Shampoo usage, by race and Hispanic origin, January 2016
- Shampoo benefits sought influenced by hair concerns
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- Figure 23: Shampoo benefits, January 2016
- Gender-specific shampoo more important to men than women
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- Figure 24: Shampoo benefits, by gender, January 2016
- Sleek and smooth hair desired by Hispanics and Asians
- Black adults want products designed for them
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- Figure 25: Shampoo benefits, by race and Hispanic origin, January 2016
Attitudes toward Shampoo Alternatives
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- Clear benefits for dry shampoo, opportunity for cleansing conditioners
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- Figure 26: Correspondence analysis – Attitudes toward shampoo alternatives, January 2016
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- Figure 27: Attitudes toward shampoo alternatives, January 2016
- Methodology
Conditioner Usage and Benefits Sought
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- New forms adding momentum to conditioners
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- Figure 28: Conditioner usage, January 2016
- New product forms adopted by men
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- Figure 29: Conditioner usage, by gender, January 2016
- Blacks and Hispanics reported elevated use of conditioners
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- Figure 30: Conditioner usage, by race and Hispanic origin, January 2016
- Conditioners expected to moisturize
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- Figure 31: Conditioner benefits, January 2016
- Women demand more from their conditioner
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- Figure 32: Conditioner benefits, by gender, January 2016
- Conditioner benefits relate to ethnicity/race hair concerns
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- Figure 33: Conditioner benefits, by race and Hispanic origin, January 2016
Styling Product Usage and Benefits Sought
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- Hairspray still tops consumer choice in styling products
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- Figure 34: Styling product usage, January 2016
- Adults aged 25-44, sweet spot for styling product usage
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- Figure 35: Styling product usage, by age, January 2016
- Beauty-involved Hispanics are key target for styling products
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- Figure 36: Styling product usage, by Hispanic origin, January 2016
- Styling products need to deliver many benefits
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- Figure 37: Styling product benefits, January 2016
- Blacks want moisturizing products designed for them
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- Figure 38: Styling product benefits, by race and Hispanic origin, January 2016
Hair Treatment Usage and Benefits Sought
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- Opportunity to extend user base for treatments
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- Figure 39: Treatment usage, January 2016
- Treatment usage remains low despite innovation
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- Figure 40: Share of haircare product launches, by subcategory, January-December 2015
- Multicultural consumers – key target for treatments
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- Figure 41: Treatment usage, by race and Hispanic origin, January 2016
- High expectations for treatments
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- Figure 42: Hair treatment product benefits, January 2016
- Men and women have different treatment needs
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- Figure 43: Hair treatment product benefits, by gender, January 2016
- Hispanic origin reveals few differences in desired treatment benefits
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- Figure 44: Hair treatment product benefits, by Hispanic origin, January 2016
Haircare Routine
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- Consumers do more on weekdays
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- Figure 45: Regular haircare routine, January 2016
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- Figure 46: Repertoire of type of haircare routine by weekday and weekend, January 2016
- Hispanics want to look good any day of the week
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- Figure 47: Regular haircare routine, by Hispanic origin, January 2016
- Consumers more hair-involved on special occasions
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- Figure 48: Occasional haircare routine, January 2016
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- Figure 49: Repertoire of type of haircare routine by evenings and special occasions, January 2016
- Adults do more for special occasions, regardless of Hispanic origin
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- Figure 50: Occasional haircare routine, by Hispanic origin, January 2016
Attitudes toward Men’s Haircare
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- Limited appeal of male-specific haircare among the general population
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- Figure 51: Attitudes toward men’s haircare, January 2016
- Men recognize their needs are different but don’t necessarily want more products
- Hispanics more receptive to male-specific hair products
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- Figure 52: Attitudes toward men’s haircare, by gender, age, race and Hispanic origin, January 2016
Attitudes toward Brand Regimen
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- Brand regimen relevant to a small group
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- Figure 53: Attitudes toward brand/regimen, January 2016
- Skepticism of brand regimen universal
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- Figure 54: Attitudes toward brand/regimen, by gender, age, race and Hispanic origin, January 2016
Attitudes toward Ingredients and Natural Products
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- Perceptions of damage due to frequent washing
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- Figure 55: Attitudes toward ingredients, January 2016
- Women think shampoo is damaging but men replace shampoo with conditioner
- Hispanics believe shampoo is damaging and are willing to take action
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- Figure 56: Attitudes toward ingredients, by gender, age, race and Hispanic origin, January 2016
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 57: Total US retail sales and forecast of shampoo, conditioner, and hairstyling products, at inflation-adjusted prices, 2010-20
- Figure 58: Total US retail sales of shampoo, conditioner, and hairstyling products, by channel at current prices, 2010-15
- Figure 59: Total US retail sales of shampoo, conditioner, and hairstyling products, by channel at current prices, 2013 and 2015
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Appendix – Key Players
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- Figure 60: MULO sales of shampoo, by leading companies and brands, rolling 52 weeks 2014 and 2015
- Figure 61: MULO sales of conditioner, by leading companies and brands, rolling 52 weeks 2014 and 2015
- Figure 62: MULO sales of hairspray/spritz, by leading companies and brands, rolling 52 weeks 2014 and 2015
- Figure 63: MULO sales of hairstyling products, by leading companies and brands, rolling 52 weeks 2014 and 2015
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Appendix – Consumer
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- Figure 64: Top 10 brands of shampoo, July 2009-September 2015
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- Figure 65: Top 10 brands of conditioner, July 2009-September 2015
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- Figure 66: Top 10 brands of hairspray, July 2009-September 2015
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- Figure 67: Top 10 brands of styling products, July 2009-September 2015
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Correspondence Analysis
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- Methodology
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- Figure 68: Correspondence analysis – Product benefits, January 2016
- Figure 69: Product benefits, January 2016
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