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Shampoo, Conditioners and Treatments - UK - April 2011

INTRODUCTION
Abbreviations
EXECUTIVE SUMMARY
The Market
Figure 1: Best- and worst-case forecast sales of shampoo, conditioner and hair treatments, 2005-15
Price promotions support volumes, but stifle value growth
Shampoos in the driving position
Market Factors
Attitudes towards hair type
Visits to hair salons
Special offers
Demographics
Ethnicity
Companies, brands and Innovation
Figure 2: Manufacturers’ shares in UK retail value sales of shampoo, conditioners and hair treatments, 2010
Procter & Gamble in pole position
The consumer
Figure 3: Factors that have influenced the decision to buy haircare products, March 2011
Bargain hunting
Trading down
What We Think
ISSUES IN THE MARKET
How has the economic downturn affected shampoo, conditioner and treatment sales?
Against this backdrop, how are brands and own label operators faring?
Which product attributes should manufacturers focus on?
What drives the purchasing decision?
Is there room for more segmentation?
FUTURE OPPORTUNITIES
Trend: Experience is All
Trend: Water Conservation
INTERNAL MARKET ENVIRONMENT
Key points
 TRENDS IN HAIR TYPE
Figure 4: Trends in hair condition, by gender, 2006-10
Full-time workers suffer from split ends
Economising on salon visits
Changes in men’s hair styling has led to decline in greasy hair
Dry hair among older age groups
 TRENDS IN WOMEN’S HAIR TREATMENTS
Figure 5: Trends in women’s natural hair colour, condition of hair, permed or coloured, 2006-10
 HAIR AND SCALP CONDITIONS
Figure 6: Trends in scalp conditions, by gender, 2006-10
Visit to hair salons
Figure 7: Trends in hair/salon/barber visits, by gender, 2006-10
BROADER MARKET ENVIRONMENT
Key points
Influence of changes in demographic profile of population
Figure 8: Trends in the age structure of the UK population, by gender, 2005-15
Figure 9: The UK ethnic population, by age, 2009
Importance of bargains
Figure 10: Changing grocery shopping habits, January 2009-February 2011
 ECONOMIC FACTORS IN THE UK ECONOMY
Figure 11: Economic factors in the UK economy – gross domestic product, personal disposable income, and consumer expenditure, 2005-15
Changes to cosmetic regulations
WHO’S INNOVATING?
Key points
 HAIRCARE LAUNCHES BY SUB-CATEGORY
Figure 12: UK haircare launches, by sub-category, 2006 -10
 BRANDS LEAD LAUNCHES
Figure 13: Innovation in shampoo, conditioner and hair treatments market – branded vs. own label, 2005-10
Figure 14: Innovation in shampoo, conditioner and hair treatments, by company, 2008-10
Six in ten new innovations in 2010 were botanical/herbal
Just under half of new product launches are moisturising / hydrating
For damaged hair
Anti-dandruff
Anti-ageing
Babies’ and children’s haircare
STRENGTHS AND WEAKNESSES
Strengths
Weaknesses
COMPETITIVE CONTEXT
Key points
Women’s grooming habits
Figure 15: Trends in usage of selected toiletries, top ten – women, 2009-10
Men’s grooming habits
Figure 16: Trends in usage of selected toiletries, top ten – men, 2009-10
Figure 17: UK retail value sales of selected beauty and personal care categories, 2005-10
MARKET SIZE AND FORECAST
Key points
Figure 18: UK retail value sales of shampoo, conditioner and hair treatments, at current and constant prices, 2005-15
Price promotions support volumes but hinder value growth
Future of the market
Forecast
Figure 19: Best- and worst-case forecast value sales of shampoo, conditioner and hair treatments, 2005-15
SEGMENT PERFORMANCE
Key points
Sector performance
Figure 20: UK retail value sales of shampoo, conditioner and hair treatments, by category, at current prices, 2005-15
Shampoos and conditioners by type
Figure 21: Retail value share of the UK shampoo and conditioner category, by type, 2008-10
Sector splits by target audience
Figure 22: UK retail value share of shampoos and conditioners, by target audience, 2008-10
MARKET SHARE
Key points
Figure 23: Retail value sales of the UK shampoo, conditioner and hair treatments market, by company and brand, 2008-10
Procter & Gamble in pole position
L’Oréal feels the Cheryl effect
Unilever focuses investment on its leading brands
Tresemmé drives Alberto Culver
Trading down to own label
COMPANIES AND PRODUCTS
Alberto Culver
Figure 24: Financial performance of Alberto Culver Company (UK) Ltd, 2008 and 2009
Figure 25: new product highlights from Alberto Culver (UK) Ltd in the UK shampoo and conditioner market, January 2010-January 2011
Boots UK
Figure 26: Financial performance of Boots UK Ltd, 2009 and 2010
Figure 27: New product launched by Boots UK Ltd in the UK shampoo and conditioner market, January 2010-January 2011
Henkel
Figure 28: Financial performance of Henkel Ltd, 2008 and 2009
Kao Brands
Figure 29: Financial performance of Kao Brands Europe Ltd, 2008 and 2009
Figure 30: A few new products launched by Kao Brands in the UK shampoo and conditioner market, January 2010-January 2011
L’Oréal
Figure 31: Financial performance of L’Oréal UK Ltd, 2008 and 2009
Figure 32: A few new products launched by L’Oréal (UK) Ltd in the UK shampoo and conditioner market, January 2010-January 2011
Procter & Gamble
Figure 33: A few new products launched by Procter & Gamble in the UK shampoo and conditioner market, January 2010-January 2011
Unilever
Figure 34: A few new products launched by Unilever in the UK shampoo and conditioner market, January 2010-January 2011
BRAND RESEARCH
Brand map
Figure 35: Attitudes towards and usage of shampoo, conditioner and treatment brands, February 2011
Brand attitudes
Figure 36: Attitudes, by shampoo, conditioner and treatment brand, February 2011
Brand personality
Figure 37: Shampoo, conditioner and treatment brand personality – macro image, February 2011
Figure 38: Shampoo, conditioner and treatment brand personality – micro image, February 2011
Correspondence analysis
Brand experience
Figure 39: Shampoo, conditioner and treatment brand usage, February 2011
Figure 40: Satisfaction with various shampoo, conditioner and treatment brands, February 2011
Figure 41: Consideration of shampoo, conditioner and treatment brands, February 2011
Figure 42: Consumer perceptions of current shampoo, conditioner and treatment brand performance, February 2011
Figure 43: Shampoo, conditioner and treatment brand recommendation – Net Promoter Score, February 2011
Brand index
Figure 44: Shampoo, conditioner and treatment brand index, February 2011
Figure 45: Shampoo, conditioner and treatment brand index vs. recommendation, February 2011
Target group analysis
Figure 46: Target groups, February 2011
Figure 47: Shampoo, conditioner and treatment brand usage, by target groups, February 2011
Group One – The Conformists
Group Two – Simply the Best
Group Three – Shelf Stalkers
Group Four – Habitual Shoppers
Group Five – The Individualists
BRAND COMMUNICATION AND PROMOTION
 KEY POINTS
 TOPLINE ADSPEND
Figure 48: Main monitored media advertising spend on shampoos, conditioners and hair treatments, 2007-10
 ADVERTISERS
Figure 49: Main monitored media advertising spend on shampoos, conditioners and hair treatments, by advertiser, Jan-Dec 2010
 MEDIA TYPE
Figure 50: Ad spend in the shampoos and conditioners and hair treatments market, by media type, 2007-10
CHANNELS TO MARKET
Key points
Figure 51: UK retail value sales of shampoo, conditioner and hair treatments, by outlet type, 2008-10
Grocers dominate
Trust in Boots
Smaller players abdicate from price wars
Visits to the salon in decline
THE CONSUMER – USAGE AND FREQUENCY
Key points
 USE OF SHAMPOO
Figure 52: Trends in shampoo usage, by gender and frequency, 2009-10
More work to be done with men
Lower frequency of use among older age groups
 USE OF CONDITIONERS
Figure 53: Trends in conditioner usage, by gender and frequency, 2009-10
Heated appliances drive demand for conditioners
Women more likely to always condition
Figure 54: Comparison of frequency of use of shampoo and conditioner, by gender, 2010
 USAGE BY TYPE
Figure 55: Trends in usage of shampoo and conditioner, by type, by gender, 2009-10
Formulated for men
Breaking from the norm
THE CONSUMER – PURCHASING INFLUENCES
Key points
Figure 56: Factors that have influenced the decision to buy haircare products, March 2011
The price is right
Asking for advice
Swayed by marketing
Buying the same brand
Segment-specific
THE CONSUMER – QUALITIES LOOKED FOR WHEN BUYING HAIRCARE PRODUCTS
Key points
Figure 57: Qualities consumers look for when buying haircare products, March 2011
THE CONSUMER – HAIRCARE EXPENDITURE
Key points
 HAIRCARE EXPENDITURE COMPARED TO LAST YEAR
Figure 58: Changes in spending on haircare in the last year, March 2011
 ATTITUDES TOWARDS HAIRCARE SPENDING
Figure 59: Attitudes towards haircare spending, March 2011
Salon visits
THE CONSUMER – ATTITUDES TOWARDS HAIRCARE
Key points
Figure 60: Attitudes towards haircare, March 2011
Importance of looking good
Sticking to a regime
APPENDIX – INTERNAL MARKET ENVIRONMENT
Figure 61: Hair condition – men, by demographics, 2010
Figure 62: Hair condition – women, by demographics, 2010
Figure 63: Women’s natural hair colour, condition of hair, permed or coloured, by demographics, 2010
Figure 64: Scalp conditions – men, by demographics, 2010
Figure 65: Scalp conditions – women, by demographics, 2010
Figure 66: Hair/salon/barber visits – men, by demographics, 2010
Figure 67: Hairdresser visits – women, by demographics, 2010
APPENDIX – THE CONSUMER – USAGE AND FREQUENCY
Figure 68: Frequency of usage of shampoo – men, by demographics, 2010
Figure 69: Frequency of usage of shampoo – women, by demographics, 2010
Figure 70: Frequency of usage of conditioner – men, by demographics, 2010
Figure 71: Frequency of usage of conditioner – women, by demographics, 2010
Figure 72: Usage of two-in-one shampoo – men, by demographics, 2010
Figure 73: Usage of two-in-one shampoo – women, by demographics, 2010
APPENDIX – THE CONSUMER – PURCHASE INFLUENCE
Figure 74: Most popular factors that have influenced the decision to buy shampoo, by demographics, March 2011
Figure 75: Next most popular factors that have influenced the decision to buy shampoo, by demographics, March 2011
Figure 76: Other factors that have influenced the decision to buy shampoo, by demographics, March 2011
Figure 77: Most popular factors that have influenced the decision to buy conditioners, by demographics, March 2011
Figure 78: Next most popular factors that have influenced the decision to buy conditioners, by demographics, March 2011
Figure 79: Other factors that have influenced the decision to buy conditioners, by demographics, March 2011
Figure 80: Most popular factors that have influenced the decision to have hair treatment, by demographics, March 2011
Figure 81: Next most popular factors that have influenced the decision to have hair treatment, by demographics, March 2011
APPENDIX – THE CONSUMER – QUALITIES LOOKED FOR WHEN BUYING HAIRCARE PRODUCTS
Figure 82: Most popular specific qualities looked at when buying shampoo, by demographics, March 2011
Figure 83: Next most popular specific qualities looked at when buying shampoo, by demographics, March 2011
Figure 84: Other specific qualities looked at when buying shampoo, by demographics, March 2011
Figure 85: Specific qualities looked at when buying conditioners, March 2011
Figure 86: Most popular specific qualities looked at when buying conditioners, by demographics, March 2011
Figure 87: Next most popular specific qualities looked at when buying conditioners, by demographics, March 2011
Figure 88: Other specific qualities looked at when buying conditioners, by demographics, March 2011
Figure 89: Specific qualities looked at when buying treatments, March 2011
Figure 90: Most popular specific qualities looked at when buying treatments, by demographics, March 2011
Figure 91: Next most popular specific qualities looked at when buying treatments, by demographics, March 2011
APPENDIX – THE CONSUMER – HAIRCARE EXPENDITURE
Figure 92: Haircare expenditure compared to last year, by demographics, March 2011
APPENDIX – THE CONSUMER – ATTITUDES TOWARDS HAIRCARE
Figure 93: Attitudes towards haircare spending, by demographics, March 2011
Figure 94: Agreement with the statement ‘I feel more confident when my hair looks good’, by demographics, March 2011
Figure 95: Agreement with the statement ‘I buy the same haircare products time after time because they work for me’, by demographics, March 2011
Figure 96: Agreement with the statement ‘My hair behaves differently from day to day’, by demographics, March 2011
Figure 97: Agreement with the statement ‘It is important for my professional image for my hair to look good’, by demographics, March 2011
Figure 98: Agreement with the statement ‘I spend a lot of time on my hair’, by demographics, March 2011
Figure 99: Agreement with the statement ‘My hair suffers if I don’t change my shampoo/conditioner occasionally’, by demographics, March 2011
Figure 100: Agreement with the statement ‘I use dry shampoo only in an emergency when I don’t have time to wash my hair’, by demographics, March 2011
Figure 101: Agreement with the statement ‘I use hair masks/treatments as a regular part of my haircare regime’, by demographics, March 2011

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