Table of Contents
Overview
-
- What you need to know
- Products covered in this Report
Executive Summary
-
- The market
- Market relies on disposable income
-
- Figure 1: UK retail value sales of the women’s haircare market, 2012-22
- Caring on a budget
- Companies and brands
- Haircare adapts to needs
-
- Figure 2: UK brand shares in value sales of women’s mass-market shampoo, year ending November 2017
- Figure 3: UK brand shares in value sales of women’s mass-market conditioner, year ending November 2017
-
- Figure 4: UK brand shares in value sales of women’s mass-market styling products, year ending November 2017
- Natural nourishment
-
- Figure 5: New product development in the women’s haircare category, by sub-category, 2014-17
- The consumer
- Cause for concern
-
- Figure 6: Hair concerns amongst women, December 2017
- Taking care of business
-
- Figure 7: Frequency of usage of women’s haircare products, December 2017
- Style away
-
- Figure 8: Frequency of usage of women’s hair styling products, December 2017
- Non-budget buys
-
- Figure 9: Retail channels where women’s haircare products are purchased, December 2017
- Time to care
-
- Figure 10: Features women look for in haircare products, December 2017
- A study in hair
-
- Figure 11: Attitudes towards women’s haircare, December 2017
- What we think
Issues and Insights
-
- Convenience no longer a priority
- The facts
- The implications
- The future of prestige retail
- The facts
- The implications
- Haircare borrows from skincare
- The facts
- The implications
The Market – What You Need to Know
-
- Market relies on disposable income
- Caring on a budget
- Health before looks
Market Size and Forecast
-
- A market flooded by choices
-
- Figure 12: UK retail value sales of the women’s haircare market, 2012-22
- Less cash means no splash
-
- Figure 13: UK retail value sales of the women’s haircare market, 2012-22
- Forecast methodology
Market Segmentation
-
- Confusion over quality
-
- Figure 14: UK retail value sales of the women’s haircare market, prestige vs mass, 2016-17
- Styling continues to decline
-
- Figure 15: UK retail value sales of the women’s mass-market haircare market, by product type, 2016-17
Channels to Market
-
- Cheap and cheerful
-
- Figure 16: UK value retail sales of women’s haircare products, by retail channel, 2016-17
- Quality seal
Market Drivers
-
- Growth in the female population
-
- Figure 17: Trends in the age structure of the UK female population, 2012-22
- Female employment stagnates
-
- Figure 18: Economically active females as proportion of working age females, 2012-22
- Hair colourants could boost colour haircare
-
- Figure 19: Increased usage of colour boosting methods compared with 12 months ago, October 2015 and January 2017
- Salon care services
- The backlash against ‘anti-ageing’
- The gift of good hair
-
- Figure 20: Purchase of BPC gifts, October 2017
Companies and Brands – What You Need to Know
-
- Haircare adapts to needs
- Natural nourishment
- In with the old and new
- Entertaining the masses
Market Share
-
- Shampoo brands become proactive
-
- Figure 21: UK retail value sales of women’s mass-market shampoo, by brand, years ending November, 2016 and 2017
-
- Figure 22: Unilever launches under Alberto Balsam Blends and Timotei brands, 2016 and 2012
- Conditioning goes deeper
-
- Figure 23: UK retail value sales of women’s mass-market conditioner, by brand, years ending November, 2016 and 2017
- Figure 24: Bloggers reviewing John Frieda products, 2017-18
- Styling needs to adapt
-
- Figure 25: UK retail value sales of women’s mass-market styling products, by brand, years ending November, 2016 and 2017
Launch Activity and Innovation
-
- What’s in a name?
-
- Figure 26: New product development in the women’s haircare category, by sub-category, 2014-17
- Figure 27: Haircare relaunches with name changes, 2017
-
- Figure 28: New product development in the women’s haircare category, by launch type, 2014-17
- Nature and nurture
-
- Figure 29: New product development in the women’s haircare category, by top ultimate companies, 2017
-
- Figure 30: Haircare launches from Herbal Essences and L’Oréal with botanical/herbal claims, 2017
- Figure 31: Top five fastest-growing and fastest-declining claims in women’s haircare, 2016-17
Advertising and Marketing Activity
-
- Improving links between TV and digital
-
- Figure 32: Recorded above-the-line, online display and direct mail advertising expenditure on women’s haircare, by media type, 2014-17
- The come-back kids
-
- Figure 33: Recorded above-the-line, online display and direct mail total advertising expenditure on women’s haircare, by top advertisers, 2017
-
- Figure 34: Herbal Essences bio:renew ‘Let life in’ campaign, 2017
- Nielsen Ad Intel coverage
Brand Research
-
- Brand map
-
- Figure 35: Attitudes towards and usage of selected brands, January 2018
- Key brand metrics
-
- Figure 36: Key metrics for selected brands, January 2018
- Brand attitudes: Trust appears key in mass-market haircare
-
- Figure 37: Attitudes, by brand, January 2018
- Brand personality: Styling brands maintain a fun image
-
- Figure 38: Brand personality – macro image, January 2018
- Head & Shoulders needs to shake off an old-fashioned image
-
- Figure 39: Brand personality – micro image, January 2018
- Brand analysis
- Redken’s exclusive image attracts big spenders
-
- Figure 40: User profile of Redken, January 2018
- L’Oréal Elvive users are older
-
- Figure 41: User profile of L’Oréal Elvive, January 2018
- Got2b has a specific audience
-
- Figure 42: User profile of Got2b, January 2018
- Batiste’s proposition appeals to younger women
-
- Figure 43: User profile of Batiste, January 2018
- TRESemmé has a broad audience
-
- Figure 44: User profile of TRESemmé, January 2018
- Head & Shoulders image does not reflect users
-
- Figure 45: User profile of Head & Shoulders, January 2018
The Consumer – What You Need to Know
-
- Cause for concern
- Taking care of business
- Style away
- Non-budget buys
- Time to care
- A study in hair
Hair Concerns
-
- See it, sort it
-
- Figure 46: Hair concerns amongst women, December 2017
-
- Figure 47: Hair Rituel range by Sisley Paris, February 2018
- ‘Skin’ deep
-
- Figure 48: Hair concerns amongst women, by age, December 2017
-
- Figure 49: Haircare launches with anti-ageing and anti-hair loss claims, 2016-17
Usage of Haircare Products
-
- Repackage for acceptance
-
- Figure 50: Usage of women’s haircare products, by age, December 2017
-
- Figure 51: Hair treatment launches in spray format, 2017
- Maintaining condition
-
- Figure 52: Frequency of usage of women’s haircare products, December 2017
Usage of Hair Styling Products
-
- The colour and the style
-
- Figure 53: Usage of women’s hair styling products, by age, December 2017
- Less is more
-
- Figure 54: Frequency of usage of women’s hair styling products, December 2017
Purchase of Haircare
-
- I want it all
-
- Figure 55: Purchase of women’s haircare products, December 2017
- Money talks
-
- Figure 56: Retail channels where women’s haircare products are purchased, by socio-economic class December 2017
Product Benefits
-
- A natural finish
-
- Figure 57: Features women look for in haircare products, December 2017
- Think gains, not losses
-
- Figure 58: Features women look for in haircare products, by hair concern, December 2017
- The right benefits
Attitudes towards Women’s Haircare
-
- A learning curve
-
- Figure 59: Attitudes towards women’s haircare, December 2017
-
- Figure 60: Philip Kingsley launches in ethnic haircare, April 2017
- Damage limitation
-
- Figure 61: Mass brand hair health treatment launches, 2016-17
- Fact or fiction
Appendix – Data Sources, Abbreviations and Supporting Information
-
- Abbreviations
- Consumer research methodology
- Forecast methodology
Back to top