Women's Haircare - UK - March 2020

OVERVIEW
What you need to know
Products covered in this Report
EXECUTIVE SUMMARY
The market
The category continues to decline
Figure 1: UK retail value sales of the women’s haircare market, 2014-24
Companies and brands
NPD is on the rise
Figure 2: New product development in the women’s haircare category, by sub-category, 2016-19
Leading shampoo brands show value growth
Figure 3: UK retail value sales of women’s mass-market shampoo, by brand, 2019
NPD drives conditioner sales
Figure 4: UK retail value sales of women’s mass-market conditioner, by brand, 2019
Brands struggle in styling
Figure 5: UK retail value sales of women’s mass-market styling products, by brand, 2019
The consumer
Usage of haircare shows little change
Figure 6: Usage of haircare products, December 2019
Styling products are used less frequently
Figure 7: Usage of hair styling products, December 2019
Doing less for more
Figure 8: Haircare behaviours, December 2019
Volume is the biggest concern
Figure 9: Hair concerns, December 2019
Routines need to be quick
Figure 10: Important factors for haircare/styling routines, December 2019
Health is paramount
Figure 11: Important factors for haircare/styling products, December 2019
It’s all about the price
Figure 12: Haircare purchase factors, December 2019
What we think
ISSUES AND INSIGHTS
Styling should look to older women for growth
The facts
The implications
Approach health through hormonal haircare
The facts
The implications
Naturalness needs a new approach
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Haircare declines in value in 2019
Mass-market fares better than prestige
Condition over style
Brand availability limits leading channels
The changing perceptions of age and beauty
Gen Z want genderless beauty
Taking sustainability down to the ingredient level
MARKET SIZE AND FORECAST
Haircare sees decline in 2019
Figure 13: UK retail value sales of the women’s haircare market, 2014-24
Decline set to continue
Figure 14: UK retail value sales of the women’s haircare market, 2014-24
Forecast methodology
MARKET SEGMENTATION
Mass-market fares better than prestige
Figure 15: UK retail value sales of the women’s haircare category, prestige vs mass, 2018-19
Prestige brands need to work harder
Hair condition is a priority
Figure 16: UK retail value sales of the women’s mass-market haircare category, by product type, 2018-19
CHANNELS TO MARKET
Brand availability limits leading channels
Figure 17: UK retail value sales of women’s haircare products, by retail channel, 2018-19
Salons struggle to sell
MARKET DRIVERS
Rise in seniors impacts the age conversation
Figure 18: Trends in the age structure of the UK female population, 2014-24
Erasing the question of gender
The rise in female entrepreneurs
Figure 19: Female employment and unemployment, 2014-24
Salon services are used to maintain styles
Figure 20: Experience of professional hair services amongst women, July 2019
Care for colour is popular
Figure 21: Interest in at-home hair colourant innovations, October 2019
Time remains an important factor
Figure 22: Time spent on morning and evening beauty and grooming routines amongst women, February 2019
Environmental concerns remain a hot topic
Figure 23: Important factors for an eco-friendly BPC brand or product, November 2019
Brands need to cater for a diverse audience
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Leading brands fare well
NPD drives conditioner brands
Brands focus on treatments for NPD
Naturalness continues to be important
Leading brands are considered effective
Digital advertising sees an upsurge
MARKET SHARE
Leading shampoo brands show value growth
Figure 24: UK retail value sales of women’s mass-market shampoo, by brand, 2018 and 2019
NPD drives conditioner brands
Figure 25: UK retail value sales of women’s mass-market conditioner, by brand, 2018 and 2019
Styling brands lag
Figure 26: UK retail value sales of women’s mass-market styling products, by brand, 2018 and 2019
LAUNCH ACTIVITY AND INNOVATION
NPD focuses on care
Figure 27: New product development in the women’s haircare category, by sub-category, 2016-19
Treatments tap into styling benefits
Figure 28: Examples of hair mists with styling benefits, 2019
Conditioners play with formats
Figure 29: Examples of NPD in conditioner formats, 2019
Lack of ‘new’ innovation
Figure 30: New product development in the women’s haircare category, by launch type, 2016-19
New products focus on natural claims
Figure 31: Examples of new women’s haircare products, 2019
Packaging features recyclable claims
Figure 32: Examples of NPD in recyclable packaging in the women’s haircare category, 2019
A fragmented category
Figure 33: New product development in the women’s haircare category, by top ultimate companies and others, 2019
Figure 34: Gallinée soothing cleansing cream, 2019
Diet-related claims see a rise in haircare
Figure 35: Top six fasting growing claims in the women’s haircare category, 2018-19
Sustainability: more than just packaging
Figure 36: Examples of NPD with sustainability claims, 2019
ADVERTISING AND MARKETING ACTIVITY
Digital advertising sees an upsurge
Figure 37: Recorded above-the line, online display and direct mail advertising expenditure on women’s haircare, by media type, 2017-19
P&G and L’Oréal are top spenders
Figure 38: Recorded above-the line, online display and direct mail advertising expenditure on women’s haircare, by top advertisers and others, 2019
Nielsen Ad Intel coverage
BRAND RESEARCH
Brand map
Figure 39: Attitudes towards and usage of selected brands, February 2020
Key brand metrics
Figure 40: Key metrics for selected brands, February 2020
Brand attitudes: Pantene and Shockwaves are trusted
Figure 41: Attitudes, by brand, February 2020
Brand personality: Higher priced brands have an exclusive image
Figure 42: Brand personality – macro image, February 2020
Pantene and Elnett are effective
Figure 43: Brand personality – micro image, February 2020
Brand analysis
Aussie is considered fun
Figure 44: User profile of Aussie, February 2020
TRESemmé has an ethical image
Figure 45: User profile of TRESemmé, February 2020
John Frieda is indulgent
Figure 46: User profile of John Frieda, February 2020
Pantene is accessible
Figure 47: User profile of Pantene, February 2020
Elnett is high quality
Figure 48: User profile of Elnett, February 2020
Alberto Balsam is value for money
Figure 49: User profile of Alberto Balsam, February 2020
VO5 targets young women
Figure 50: User profile of VO5, February 2020
Shockwaves is quirky
Figure 51: User profile of Shockwaves, February 2020
THE CONSUMER – WHAT YOU NEED TO KNOW
Overall usage shows little change
Women favour a less is more approach
Extending the ‘dry’ segment could have opportunities
Older women want volume
Hormonal haircare could resonate
Routines need to be quick
Price is the biggest purchase driver
USAGE OF HAIRCARE AND STYLING PRODUCTS
Usage of haircare shows little change
Figure 52: Usage of haircare products, December 2019
Scalp care remains an untapped opportunity
Hair spray falls from favour
Figure 53: Usage of hair styling products, December 2019
HAIRCARE BEHAVIOURS
Doing less for more
Figure 54: Haircare behaviours, December 2019
Targeting shampoo for different occasions
Widen the ‘dry’ segment
Taking shortcuts to natural/organic
Caring from the inside-out
Figure 55: Berry flavour beauty gummy, 2020
HAIR CONCERNS
Styling should target volume concerns
Figure 56: Hair concerns, December 2019
It’s time for hormonal haircare
Figure 57: Frizz and dryness as a hair concerns, by age, December 2019
Menopausal haircare could resonate with over-55s
Segment haircare by length
Is styling making it worse?
It’s me not you
FACTORS IMPORTANT IN HAIRCARE
Routines need to be quick
Figure 58: Important factors for haircare/styling routines, December 2019
Styling needs care
Clean it up
If the price is right
Health is essential
Figure 59: Important factors for haircare/styling products, December 2019
Styling should cleanse
Ease is essential
PURCHASE OF HAIRCARE PRODUCTS
It’s all about the money
Figure 60: Haircare purchase factors, December 2019
Older women want quality
Ethical concerns are important to the youth
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
Forecast methodology