Table of Contents
Overview
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- What you need to know
- Products covered in this Report
Executive Summary
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- The market
- The category shows minimal growth in 2016
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- Figure 1: UK retail value sales of the women’s haircare market, 2011-21
- Prestige boosts the sector
- Key players
- Relaunches boost sales of shampoo brands
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- Figure 2: UK retail value sales of women’s mass-market shampoo, by brand, year ending October 2016
- Sales of conditioner brands reflect shampoo brands
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- Figure 3: UK retail value sales of women’s mass-market conditioner, by brand, year ending October 2016
- The styling sector struggles
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- Figure 4: UK retail value sales of women’s mass-market styling products, by brand, year ending October 2016
- NPD sees a rise
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- Figure 5: New product development in the women’s haircare category, by sub-category, January 2014-January 2017
- Advertising spend sees sharp rise in 2016
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- Figure 6: Recorded above-the-line, online display and direct mail total advertising expenditure on women’s haircare, by media type, 2014-16
- The consumer
- Usage of styling products declines
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- Figure 7: Usage of hair styling products, December 2016
- Little change in use of hair/scalp-protecting products
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- Figure 8: Usage of hair/scalp-protecting products, December 2016
- Shampoo usage is up
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- Figure 9: Usage of shampoo and conditioner products, December 2016
- Low awareness of co-wash products keeps usage down
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- Figure 10: Usage of co-wash products, December 2016
- Double shampooing presents NPD opportunities
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- Figure 11: Changes in haircare routines in the last 12 months, 16-24s vs all, December 2016
- Styling frequency is down
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- Figure 12: Changes in styling routines in the last 12 months, December 2016
- Free-from claims indicate natural/organic
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- Figure 13: Perceptions of natural and/or organic haircare, amongst buyers of natural/organic haircare, December 2016
- What we think
Issues and Insights
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- Styling sector struggles
- The facts
- The implications
- Damage concern is changing behaviours
- The facts
- The implications
The Market – What You Need to Know
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- Value of the market sees little change
- Prestige sector boosts salon and online pureplayers
- Targeting teens for future growth
- Need for speed likely to increase
- Damage concern is impacting haircare routines
Market Size and Forecast
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- The category remains afloat
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- Figure 14: UK retail value sales of the women’s haircare market, 2011-21
- Slow but steady growth long term
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- Figure 15: UK retail value sales of the women’s haircare market, 2011-21
- Forecast methodology
Market Segmentation
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- Prestige strides ahead whilst mass-market lags behind
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- Figure 16: UK retail value sales of the women’s haircare market, prestige vs mass, 2015 and 2016
- Trend for natural hair impacts styling sector
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- Figure 17: UK retail value sales of the women’s mass-market haircare market, by product type, 2015 and 2016
Channels to Market
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- Salons and online players boost prestige sector
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- Figure 18: UK value retail sales of women’s haircare products, by retail channel, 2015 and 2016
- Discount retailers impact mass-market sales
Market Drivers
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- Targeting teens
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- Figure 19: Trends in the age structure of the UK female population, 2011-21
- Rise in employment presents opportunities
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- Figure 20: Employment and unemployment, total and female, 2011-21
- Desire for quality drives prestige
- Damage concern could be changing haircare behaviours
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- Figure 21: Reasons for changes in usage of hair appliances, August 2016
- Innovating outside care
- Opportunities for evening routines
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- Figure 22: Daily beauty and grooming routines related to hair amongst women, December 2016
- Need for speed
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- Figure 23: Time spent on maintaining/enhancing face, hair and body, by age, December 2016
Key Players – What You Need to Know
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- Relaunches boost shampoo brands
- NPD shows sharp rise in 2016
- Free-from remains a focus in 2016
- Advertising spend rises in 2016
- Challenging stereotypes
- Trust and differentiation of brands reflect their usage
Market Share
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- Shampoo brands enjoy value growth from relaunches
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- Figure 24: UK retail value sales of women’s mass-market shampoo, by brand, years ending October 2015 and 2016
- Top-performing shampoo brands reflected in conditioner
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- Figure 25: UK retail value sales of women’s mass-market conditioner, by brand, years ending October 2015 and 2016
- Brands struggle in the styling sector
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- Figure 26: UK retail value sales of women’s mass-market styling products, by brand, years ending October 2015 and 2016
Launch Activity and Innovation
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- Shampoo sees a rise in focus
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- Figure 27: New product development in the women’s haircare category, by sub-category, January 2014-January 2017
- NPD in dry shampoos
- Relaunches popular in 2016
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- Figure 28: New product development in the women’s haircare category, by launch type, January 2014-January 2017
- L’Oréal leads NPD in 2016
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- Figure 29: New product development in the women’s haircare category, by top ultimate companies and other, 2016
- Figure 30: Examples of new product development in the women’s haircare category from Unilever brands, 2016
- Dove competes with Head & Shoulders in 2017
- Free-from claims are still a focus
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- Figure 31: New product development in the women’s haircare category, by top 10 claims for 2015, 2015 and 2016
Advertising and Marketing Activity
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- Advertising spend sees sharp rise in 2016
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- Figure 32: Recorded above-the-line, online display and direct mail total advertising expenditure on women’s haircare, by media type, 2014-16
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- Figure 33: Garnier Ultimate Blends pop-up store, February 2017
- P&G dominates advertising spend
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- Figure 34: Recorded above-the-line, online display and direct mail total advertising expenditure on women’s haircare, by top advertisers, 2016
- Moving away from stereotypes
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 35: Attitudes towards and usage of selected brands, December 2016
- Key brand metrics
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- Figure 36: Key metrics for selected brands, December 2016
- Brand attitudes: TRESemmé is a trusted brand
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- Figure 37: Attitudes, by brand, December 2016
- Brand personality: Bumble and bumble has a fun image
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- Figure 38: Brand personality – Macro image, December 2016
- Herbal Essences maintains its natural image
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- Figure 39: Brand personality – Micro image, December 2016
- Brand analysis
- L’Oréal Elvive shows high usage amongst older women
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- Figure 40: User profile of L’Oréal Elvive, December 2016
- John Frieda has a good reputation
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- Figure 41: User profile of John Frieda, December 2016
- Aveda runs the risk of being unappealing
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- Figure 42: User profile of Aveda, December 2016
- TRESemmé is accessible and effective
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- Figure 43: User profile of TRESemmé, December 2016
- Bumble and bumble would be recommended
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- Figure 44: User profile of Bumble and bumble, December 2016
- Herbal Essences cares for health and wellbeing
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- Figure 45: User profile of Herbal Essences, December 2016
The Consumer – What You Need to Know
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- Shampoo usage sees a rise
- Awareness of co-wash products is low
- Damage concern is impacting behaviours
- Purchase of natural/organic haircare is low
Usage of Haircare Products
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- Shampoo usage is on the rise
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- Figure 46: Usage of shampoo and conditioner products, December 2016
- Little change in usage of hair/scalp-protecting products
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- Figure 47: Usage of hair/scalp-protecting products, December 2016
- Usage of styling products is on the decline
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- Figure 48: Usage of hair styling products, December 2016
- Usage of co-wash remains low
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- Figure 49: Usage of co-wash products, December 2016
- Low awareness of co-wash products
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- Figure 50: Awareness of co-wash products amongst non-users, December 2016
Changes in Haircare Routines
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- Double shampooing is popular
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- Figure 51: Changes in haircare routines in the last 12 months, 16-24s vs all, December 2016
- Young women may be boosting prestige sector
- Styling is less frequent
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- Figure 52: Changes in styling routines in the last 12 months, December 2016
- Damage concern is driving behaviours
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- Figure 53: Reasons for changes to haircare/styling routines, December 2016
- Preserving colour
- Hairstyle changes in older women
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- Figure 54: Changing haircare/styling routines due to changing hairstyle/length, by age, December 2016
- Time and money are concerns of the young
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- Figure 55: Changing haircare/styling routines due to wanting to save time/money, by age, December 2016
Perceptions of Natural and Organic Haircare
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- Purchase of natural/organic haircare products remains low
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- Figure 56: Purchase of natural and/or organic haircare products, December 2016
- Free-from is the highest indicator of natural/organic
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- Figure 57: Perceptions of natural and/or organic haircare, amongst buyers of natural/organic haircare, December 2016
- Essential oils are important to buyers of natural/organic
- Free-from is more important to older women, ingredients more important to younger
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- Figure 58: Selected perceptions of natural and/or organic haircare, 16-24s and over-65s vs all, December 2016
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
- Forecast methodology
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