Table of Contents
Introduction and Abbreviations
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- Definitions
- Consumer research
- ACORN
- Abbreviations
Executive Summary
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- Consumer confidence drives market growth
- Permanent products increase dominance
- Dominance of major companies
- Grocery makes inroads
- Consumer research highlights challenges
- Future prospects
Market Drivers
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- The grey consumer gains importance
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- Figure 1: Trends and projections in the UK female population, by age group, 1998-2007
- Younger market still important
- PDI and trends in consumer expenditure
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- Figure 2: PDI and consumer expenditure, at current and constant 1998 prices, 1998-2007
- Figure 3: PDI and consumer expenditure, at current and constant 1998 prices, 1998-2007
- Increase in technological advances
- Importance of celebrity
- Links with fashion and catwalk styles
- Relationship with the media
- Men’s colourants – an emerging sector
Market Size
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- Specialist technology boosts market value
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- Figure 4: UK retail value sales of all haircare products, 1998-2003
- Figure 5: UK retail value sales of haircare products, by type, 2001 and 2003
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- Figure 6: UK retail value sales of haircare products, by type, 2001 and 2003
- Conditioners dominate market growth
- Highlights of the colourants market
- Home perms miss out on market innovation
- Perms are passé
Market Segmentation
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- Recent growth on the back of innovation
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- Figure 7: UK retail value sales of hair colourants, 1998-2003
- Young consumers attracted by fashion brands
- Vivid colours are widely available
- Targeting blondes
- New segmentation by product type
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- Figure 8: UK retail value sales of hair colourants, by product type, 2001 and 2003
- Figure 9: UK retail value sales of hair colourants, by product type, 2003
- Permanents benefit from NPD
- Gap in the grey market
- Highlighters/bleaches/lighteners rocket
- Tone-on-tones and semi-permanents lose popularity
- Temporary colourants – reflecting fashion trends
- Home perms fall out of favour
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- Figure 10: UK retail value sales of home perms, 1998-2003
- Figure 11: UK retail value sales of home perms, 1998-2003
The Supply Structure
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- Hair colourants – two companies dominate
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- Figure 12: Manufacturers’ brand shares in the hair colourants market, 2001 and 2003
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- Figure 13: Manufacturers’ brand shares in the hair colourants market, 2003
- L’Oreal Paris
- Garnier
- Clairol
- Wella
- Schwarzkopf & Henkel
- Other brands
- Own-label
- Home perms
- New product development
New Product Briefs
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- December 2003
- October 2003
- July 2003
- June 2003
- May 2003
Distribution
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- Multiple grocers gaining on chemists’ dominance
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- Figure 14: UK retail sales of hair colourants, by outlet, 2001 and 2003
- Boots focuses on specialisation
- Superdrug targets youth
- Grocers expand ranges
Advertising and Promotion
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- Above-the-line spend boosted by new launches
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- Figure 15: Main monitored media advertising expenditure on hair colourants, 1998-2003
- L’Oreal continues marketing dominance
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- Figure 16: Main monitored media advertising expenditure on selected hair colourant brands, 2003
- Support non-existent for home perms
- Focus below the line is on price
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- Figure 17: Selected below-the-line promotions of hair colourants, August-October 2003
The Consumer
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- Usage of home hair colourants
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- Figure 18: Weight of usage of hair colourants among women, 1999-2003
- Increase in hair colourant usage
- Opening up the grey market
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- Figure 19: Weight of usage of hair colourants among women, by age and socio-economic group, 2003
- Different products for different age groups
- Frequency dictated by product type
- High income consumers prefer to be pampered
- Low usage among the retired
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- Figure 20: Weight of usage of hair colourants among women, by lifestage, presence of children and Mintel’s Special Groups, 2003
- Medium/heavy usage among family and third age consumers
- Peak usage in mothers with young children
- Targeting households with more than one user
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- Figure 21: Weight of usage of hair colourants among women, by marital status, working status and household size, 2003
- Competition with salons may be greatest in London
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- Figure 22: Weight of usage of hair colourants among women, by region, 2003
- Types of hair colourants used
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- Figure 23: Type and colour of hair colourant used in the last two years, 2001 and 2003
- Permanents dominate market
- Brunette – the new blonde
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- Figure 24: Type and colour of hair colourant used in the last two years by purchasers, 2001 and 2003
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- Figure 25: Comparison of type and colour of hair colourant used in the last two year, by purchasers and total sample, November 2003
- Brown permanent shades increase in popularity
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- Figure 26: Shade chosen, by level of permanency, 2001 and 2003
- 35-44s well placed to trade up to highlighting and multi-tonal products
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- Figure 27: Profile of colourant users, by level of permanency, age and socio-economic group, November 2003
- Opportunities for cross-promotion
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- Figure 28: Profile of colourant users, by level of permanency, lifestage and Mintel's Special Groups, November 2003
- Targeting the correct neighbourhoods
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- Figure 29: Profile of colourant users, by level of permanency, marital status, working status and household size, November 2003
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- Figure 30: Profile of colourant users, by level of permanency, region and ACORN categories, November 2003
- Targeting users via relevant media
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- Figure 31: Profile of colourant users, by level of permanency, media usage, TV viewing and supermarket usage, November 2003
- Premium brands should focus on red
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- Figure 32: Profile of colourant users, by colour used, by age and socio-economic group, November 2003
- Blonde colourants possibly competing with salons
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- Figure 33: Profile of colourant users, by colour used, by lifestage, presence of children and Mintel's Special Groups, November 2003
- Opportunities for selling men’s colourants to women?
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- Figure 34: Profile of colourant users, by colour used, by marital status, working status and household size, November 2003
- Distributors in East Anglia/Midlands should keep a good supply
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- Figure 35: Profile of colourant users, by colour used, by region and ACORN categories, November 2003
- Internet vs TV advertising
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- Figure 36: Profile of colourant users, by colour used, by media usage, TV viewing and supermarket usage, November 2003
The Consumer – Attitudes and Likely Targets
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- Critical consumer findings
- Latent potential among older consumers
- Usage increase more likely to occur among the young
- Competing with professional services could present problems
- Red is the new black
- Cross-promotional opportunities
- Targeting consumers online and on TV
- Consumer attitudes towards hair colourants and perms
- Consumer preference for salon treatments
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- Figure 37: Attitudes towards hair colourants and perms, November 2003
- Brand loyalty high
- Home perms out of favour
- Strong competition from the salons
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- Figure 38: Attitudes towards colourants and perms, by age and socio-economic group, November 2003
- Loyalty from 45-54 group
- Affordable fashion
- Room for cross-promotions among families
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- Figure 39: Attitudes towards hair colourants and perms, by lifestage, presence of children and Mintel’s Special Groups, November 2003
- Retired potential
- Working women prefer salons
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- Figure 40: Attitudes towards hair colourants and perms, by marital status, working status and household size, November 2003
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- Figure 41: Attitudes towards hair colourants and perms, by region and ACORN categories, November 2003
- Home colouring among heavy TV viewers
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- Figure 42: Attitudes towards hair colourants and perms, by media usage, TV viewing and supermarket usage, November 2003
- Hair colourants and home perms – finding the targets
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- Figure 43: Consumer typologies, based on the attitudinal statements selected by respondents, November 2003
- DIY Chameleons (26% of sample)
- Salon Slickers (35% of sample)
- Au-Natrels (40% of sample)
- Mothers and daughters should be targeted together
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- Figure 44: Assessing the targets: Consumer usage groupings, by gender, age and socio-economic group, November 2003
- Covering up the grey (market)
- Opportunities for premium follow-up products persist
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- Figure 45: Assessing the targets: Consumer usage groupings, by lifestage, presence of children and Mintel’s Special Groups, November 2003
- The market for divorcees
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- Figure 46: Assessing the targets: consumer usage groupings, by marital status and household size, November 2003
- Setting up shop in Thriving neighbourhoods
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- Figure 47: Assessing the targets: Consumer usage groupings, by region and ACORN categories, November 2003
- Respondents in Scotland are Au-Natrel
- Advertisements in tabloids would hit their target
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- Figure 48: Assessing the targets: Consumer usage groupings, by media usage and TV viewing, November 2003
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- Figure 49: Assessing the targets: Consumer usage groupings, by supermarket usage, November 2003
- Establishing usage patterns among key targets
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- Figure 50: Usage patterns among consumer usage groupings, November 2003
- Brown shades most popular among home enthusiasts
- Establishing attitudes among key targets
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- Figure 51: Attitudes towards hair colourants, by consumer usage groupings, November 2003
- Loyalty from home users
- Assessing enthusiasm
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- Figure 52: Assessing enthusiasm: Number of products used, by consumer usage groupings, November 2003
- Fashion trends boost repertoire
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- Figure 53: Assessing enthusiasm: Number of products used, by age and socio-economic group, November 2003
- The under-35s – a key target
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- Figure 54: Assessing enthusiasm: Number of products used, by lifestage, presence of children and Mintel’s Special Groups, November 2003
- Fashionable yet grey
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- Figure 55: Assessing enthusiasm: Number of products used, by marital status and household size, November 2003
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- Figure 56: Assessing enthusiasm: Number of products used, by region and ACORN categories, November 2003
- Tabloid advertising should reach its target audience
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- Figure 57: Assessing enthusiasm: Number of products used, by media usage and TV viewing, November 2003
- Setting up shop next door to Iceland
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- Figure 58: Assessing enthusiasm: Number of products used, by supermarket usage, November 2003
- Variety in product use
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- Figure 59: Variety in product use: Number of hair colourants used among women who dye their hair, by the top five types of products, November 2003
- Blondes do have more fun
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- Figure 60: Variety in product use: Number of hair colourants used, by atttitides towards hair colourant products, November 2003
The Future
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- Growth in over-35s set to increase
- Threat from hair salons
- New technology continues to push back frontiers in hair colourants
- Media educate the consumer
- Designer brands will gain importance
- Men turn to hair colourants
Forecast
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- Trading up evident over next five years
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- Figure 61: Forecast of the market for hair colourants and perms, 2003-07
- Keeping an eye on fashion
- Stimulating interest through media
- Factors incorporated
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