Shampoo, Conditioner and Hairstyling Products - US - April 2014

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Overview
The market
Figure 1: Total US sales and fan chart forecast of shampoo, conditioner, and hairstyling products, at current prices, 2008-18
Market factors
Figure 2: University of Michigan’s index of consumer sentiment (ICS), 2007-14
Segment performance
Figure 3: Total US retail sales of shampoo, conditioner, and hairstyling products, by segment, at current prices, 2011 and 2013
The consumer
Haircare basics used by the majority of consumers, while penetration of specialty products is relatively low
Figure 4: Product usage, January 2014
Shoppers seek different benefits depending on product type
Figure 5: Top five benefits sought, listed in accordance with shampoo and conditioner rankings, January 2014
Fragrance is important to haircare consumers, regardless of product type
Figure 6: Top five claims, listed in accordance with shampoo and conditioner rankings, January 2014
Consumers interested in hair health, multiple-benefit products
Figure 7: Any interest in top five new forms, January 2014
What we think
ISSUES AND INSIGHTS
How can brands improve sales in the struggling hairstyling segments?
The issues
The implications: Continue to engage men, focus on multiple benefits
What opportunities are there to better engage an aging population?
The issues
The implications: Reinforce benefits such as shine and volume, increase awareness
How can brands increase usage of hair treatments?
The issues
The implications: Target men, customized offerings
TREND APPLICATIONS
Trend: Retire for Hire
Trend: Prepare for the Worst
Trend: Transumers
MARKET SIZE AND FORECAST
Key points
Growth in the mature haircare market is slow, yet steady
Steady growth expected to continue through 2018
Sales and forecast of shampoo, conditioner, and hairstyling products
Figure 8: Total US sales and forecast of shampoo, conditioner, and hairstyling products, at current prices, 2008-18
Figure 9: Total US sales and forecast of shampoo, conditioner, and hairstyling products, at inflation-adjusted prices, 2008-18
Fan chart forecast
Figure 10: Total US sales and fan chart forecast of shampoo, conditioner, and hairstyling products, at current prices, 2008-18
MARKET DRIVERS
Key points
Haircare stands to benefit from improving economy
Figure 11: University of Michigan’s index of consumer sentiment (ICS), 2007-14
Figure 12: Product usage, by household income, January 2014
Young men’s adoption of male-specific products drives sales growth
Figure 13: Number and ratio of males to females, by age, 2013
Fashion, beauty, and celebrity trends impact haircare category
SEGMENT PERFORMANCE
Key points
Shampoo and conditioner driving category growth
Styling products are struggling
Sales of shampoo, conditioner, and hairstyling products, by segment
Figure 14: Total US retail sales of shampoo, conditioner, and hairstyling products, by segment, at current prices, 2011 and 2013
SEGMENT PERFORMANCE – SHAMPOO
Key points
Shampoo growth is stable
Sales and forecast of shampoo
Figure 15: Total US sales and forecast of shampoo, at current prices, 2008-18
SEGMENT PERFORMANCE – CONDITIONER
Key points
Conditioner is strongest performing segment
Sales and forecast of conditioner
Figure 16: Total US sales and forecast of conditioner, at current prices, 2008-18
SEGMENT PERFORMANCE – HAIRSTYLING PRODUCTS
Key points
Growth stalls in styling products segment, though modest improvement expected
Sales and forecast of hairstyling products
Figure 17: Total US sales and forecast of hairstyling products, at current prices, 2008-18
SEGMENT PERFORMANCE – HAIRSPRAY/SPRITZ
Key points
Hairspray/spritz struggles to remain relevant
Sales and forecast of hairspray/spritz
Figure 18: Total US sales and forecast of hairspray/spritz, at current prices, 2008-18
RETAIL CHANNELS
Key points
Stable category growth benefits all retail channels
Creative merchandising could help drive sales
Sales of shampoo, conditioner, and hairstyling products, by channel
Figure 19: Sales of shampoo, conditioner, and hairstyling products, by channel, 2011 and 2013
Figure 20: Total US retail sales of shampoo, conditioner, and hairstyling products, by channel, at current prices, 2008-13
LEADING COMPANIES
Key points
Unilever leads haircare category with P&G close behind
Big gains posted by L'Oréal, Vogue International
Manufacturer sales of shampoo, conditioner, and hairstyling products
Figure 21: MULO sales of shampoo, conditioner, and hairstyling products, by leading companies, rolling 52 weeks 2012 and 2013
BRAND SHARE – SHAMPOO
Key points
P&G sees sales, share decline but remains segment leader
Manufacturer sales of shampoo
Figure 22: MULO sales of shampoo, by leading companies, rolling 52 weeks 2012 and 2013
Figure 23: Key purchase measures for the top brands of regular shampoo, by household penetration, 52 weeks ending Dec. 29, 2013
Figure 24: Key purchase measures for the top brands of dandruff shampoo, by household penetration, 52 weeks ending Dec. 29, 2013
BRAND SHARE – CONDITIONER
Key points
Unilever remains category leader
L'Oréal posts strong gains in sales, share
Manufacturer sales of conditioner
Figure 25: MULO sales of conditioner, by leading companies, rolling 52 weeks 2012 and 2013
Figure 26: Key purchase measures for the top brands of conditioner, by household penetration, 52 weeks ending Dec. 29, 2013
BRAND SHARE – HAIRSTYLING PRODUCTS
Key points
Unilever maintains lead in the hairstyling category
Manufacturer sales of hairstyling products
Figure 27: MULO sales of hairstyling products, by leading companies, rolling 52 weeks 2012 and 2013
Figure 28: Key purchase measures for the top brands of hairstyling products, by household penetration, 52 weeks ending Dec. 29, 2013
BRAND SHARE – HAIRSPRAY/SPRITZ
Key points
Unilever leads struggling segment
Manufacturer sales of hairspray/spritz
Figure 29: MULO sales of hairspray/spritz, by leading companies, rolling 52 weeks 2012 and 2013
Figure 30: Key purchase measures for the top brands of hairspray/spritz products, by household penetration, 52 weeks ending Dec. 29, 2013
INNOVATIONS AND INNOVATORS
New product launch trends
Figure 31: Share of haircare launches, by subcategory, 2009-14
Figure 32: Top 10 haircare claims, by share, 2009-14
Category innovations
Hair growth/thickening
Hair oils
Shampoo alternatives
Time/speed
Skincare trends influence haircare innovation
Masks
Multiple-benefit products
MARKETING STRATEGIES
Overview of the brand landscape
Popular brands extend into haircare
Innovative marketing campaigns
Technology
Pop-up shops
Partnering with events
Charitable causes
SOCIAL MEDIA
Key points
Market overview
Key social media metrics
Figure 33: Key performance indicators, selected shampoo, conditioner, and hairstyling brands, March 17, 2013-March 16, 2014
Brand usage and awareness
Figure 34: Brand usage and awareness of shampoo, conditioner, and hairstyling products, January 2014
Interaction with brands
Figure 35: Interaction with of shampoo, conditioner, and hairstyling products, January 2014
Leading online campaigns
Cause marketing
Real-time marketing
Community response leads to global media campaign
Leveraging the influence of celebrity
What we think
Online conversations
Figure 36: Online mentions, selected shampoo, conditioner, and hairstyling brands, March 17, 2013-March 16, 2014
Where are people talking about shampoo, conditioner, and hairstyling brands?
Figure 37: Blog topic cloud discussions, selected shampoo, conditioner, and hairstyling brands, March 17, 2013-March 16, 2014
Figure 38: Mentions by page type, selected shampoo, conditioner, and hairstyling brands, March 17, 2013-March 16, 2014
What are people talking about online?
Figure 39: Mentions by topic of conversation, selected shampoo, conditioner, and hairstyling brands, March 17, 2013-March 16, 2014
USE OF AND SHOPPING FOR SHAMPOO AND CONDITIONER
Key points
Shampoo use is nearly universal, though dry shampoo is still a niche item
Women drive usage of conditioners
Figure 40: Shampoo and conditioner usage, by gender, January 2014
Figure 41: Shampoo and conditioner usage, by gender and age, January 2014
Women seek hair health benefits, while men look for scalp care
Figure 42: Benefits sought among shampoo and conditioner users, by gender, January 2014
Figure 43: Benefits sought among shampoo and conditioner users, by gender and age, January 2014
Suave is most used brand of shampoo and conditioner
Figure 44: Brands of shampoo used, July 2007-September 2013
Figure 45: Brands of conditioner used, July 2007-September 2013
USE OF AND SHOPPING FOR HAIRSTYLING PRODUCTS
Key points
Women are heavier users of most styling products
Figure 46: Hairstyling product usage, by gender, January 2014
Figure 47: Hairstyling product usage, by gender and age, January 2014
Styling product users seek volume, curl definition, and shine
Figure 48: Benefits sought among hairstyling product users, by gender, January 2014
Figure 49: Benefits sought among hairstyling product users, by gender and age, January 2014
Suave, TRESemmé are most used styling product brands
Figure 50: Brands of hairstyling products used, July 2007-September 2013
Figure 51: Brands of hairspray used, July 2007-September 2013
USE OF AND SHOPPING FOR HAIR TREATMENTS, SERUMS, AND OILS
Key points
Younger women drive usage of hair treatments, serums, and oils
Figure 52: Hair treatment, serum, and oil usage, by gender, January 2014
Figure 53: Hair treatment, serum, and oil usage, by gender and age, January 2014
Women want healthy looking hair, men seeking scalp and thickening benefits
Figure 54: Benefits sought among hair treatment, serum, and oil users, by gender, January 2014
IMPORTANCE OF CLAIMS
Key points
A pleasant fragrance is paramount to haircare users
Figure 55: Importance of claims, by product type, January 2014
Shampoo and conditioner are viewed as functional
Figure 56: Importance of claims among shampoo and conditioner users, by gender, January 2014
Figure 57: Importance of claims among shampoo and conditioner users, by age, January 2014
Gender-specific claims important to male hairstyling product users
Figure 58: Importance of claims among hairstyling product users, by gender, January 2014
Figure 59: Importance of claims among hairstyling product users, by age, January 2014
Natural ingredients motivate users of treatments, serums, and oils
Figure 60: Importance of claims hair treatments, serums, and oils, by gender, January 2014
CHOOSING HAIRCARE PRODUCTS
Key points
Brand loyalty is modest in haircare category
Figure 61: Choosing haircare, by gender, January 2014
Young women want salon-quality results, seek recommendations
Figure 62: Choosing haircare, by gender and age, January 2014
INTEREST IN NEW FORMS
Key points
Consumers interested in multiple-benefit products
Figure 63: Interest in new forms, January 2014
Opportunities to engage men, older shoppers
Figure 64: Any interest in new forms, by gender, January 2014
Figure 65: Any interest in new forms, by gender and age, January 2014
ATTITUDES TOWARD HAIRCARE AND HAIR TREATMENTS
Key points
Older shoppers agree that hair changes with age
Figure 66: Attitudes toward haircare and hair treatments, by gender, January 2014
Price is barrier to use of treatments, though young women interested in customized options
Figure 67: Attitudes toward haircare and hair treatments, by gender and age, January 2014
RACE AND HISPANIC ORIGIN
Key points
Black consumers are highly engaged in the haircare category
Figure 68: Product usage, by race/Hispanic origin, January 2014
Figure 69: Benefits sought among shampoo and conditioner users, by race/Hispanic origin, January 2014
Figure 70: Importance of claims among shampoo and conditioner users, by race/Hispanic origin, January 2014
Multicultural respondents express strong interest in new formats
Figure 71: Interest in new forms— Any interest, by race/Hispanic origin, January 2014
Black haircare users value brand trust, professional results
Figure 72: Choosing haircare, by race/Hispanic origin, January 2014
Figure 73: Attitudes toward haircare and hair treatments, by race/Hispanic origin, January 2014
APPENDIX – OTHER USEFUL CONSUMER TABLES
Usage of haircare products
Figure 74: Haircare usage, by age, January 2014
Figure 75: Product usage, by household income, January 2014
Figure 76: Types of shampoo used, by gender, July 2012-September 2013
Figure 77: Types of conditioner used, by gender, July 2012-September 2013
Figure 78: Brands of shampoo used, by gender, July 2012-September 2013
Figure 79: use of hairspray, July 2007-September 2013
Haircare benefits sought
Figure 80: Benefits sought, January 2014
Figure 81: Benefits sought among shampoo and conditioner users, by age, January 2014
Figure 82: Benefits sought among hairstyling product users, by age, January 2014
Figure 83: Benefits sought among hair treatment, serum, and oil users, by age, January 2014
Figure 84: Benefits sought among hairstyling product users, by race/Hispanic origin, January 2014
Figure 85: Benefits sought among users of hair treatments, serums, and oils, by race/Hispanic origin, January 2014
Importance of claims
Figure 86: Importance of claims among shampoo and conditioner users, by household income, January 2014
Figure 87: Importance of claims among hairstyling product users, by household income, January 2014
Figure 88: Importance of claims among hair treatment, serum, and oil users, by age, January 2014
Figure 89: Importance of claims among hairstyling product users, by race/Hispanic origin, January 2014
Figure 90: Importance of claims among users of hair treatments, serums, and oils, by race/Hispanic origin, January 2014
Choosing haircare products
Figure 91: Choosing haircare, by household income, January 2014
Interest in new forms
Figure 92: Interest in new forms—Very interested, by gender, January 2014
Attitudes toward haircare and hair treatments
Figure 93: Attitudes toward haircare and hair treatments, by household income, January 2014
APPENDIX – SOCIAL MEDIA
Online conversations
Figure 94: Online mentions, selected shampoo, conditioner, and hairstyling brands, March 17, 2013-March 16, 2014
Brand analysis
Figure 95: Pantene key social media indicators, March 2014
Figure 96: TRESemmé key social media indicators, March 2014
Figure 97: Head & Shoulders key social media indicators, march 2014
Figure 98: Garnier Fructis key social media indicators, March 2014
Figure 99: Nexxus key social media indicators, March 2014
Figure 100: PureOlogy key social media indicators, March 2014
Brand usage or awareness
Figure 101: Brand usage or awareness, January 2014
Figure 102: Pantene usage or awareness, by demographics, January 2014
Figure 103: TRESemmé usage or awareness, by demographics, January 2014
Figure 104: PureOlogy usage or awareness, by demographics, January 2014
Figure 105: Head & Shoulders usage or awareness, by demographics, January 2014
Figure 106: Garnier Fructis usage or awareness, by demographics, January 2014
Figure 107: Nexxus usage or awareness, by demographics, January 2014
Activities done
Figure 108: Activities done, January 2014
Figure 109: Pantene—Activities done—I have looked up/talked about this brand online on social media, by demographics, January 2014
Figure 110: Pantene—Activities done—I have contacted/interacted with the brand online on social media to, by demographics, January 2014
Figure 111: Pantene—Activities done—I follow/like the brand on social media because, by demographics, January 2014
Figure 112: Pantene—Activities done—I have researched the brand on social media to, by demographics, January 2014
Figure 113: TRESemmé—Activities done—I have looked up/talked about this brand online on social media, by demographics, January 2014
Figure 114: TRESemmé—Activities done—I have contacted/interacted with the brand online on social media to, by demographics, January 2014
Figure 115: TRESemmé—Activities done—I follow/like the brand on social media because, by demographics, January 2014
Figure 116: TRESemmé—Activities done—I have researched the brand on social media to, by demographics, January 2014
Figure 117: PureOlogy—Activities done—I have looked up/talked about this brand online on social media, by demographics, January 2014
Figure 118: Head & Shoulders—Activities done—I have looked up/talked about this brand online on social media, by demographics, January 2014
Figure 119: Head & Shoulders—Activities done—I have contacted/interacted with the brand online on social media to, by demographics, January 2014
Figure 120: Head & Shoulders—Activities done—I follow/like the brand on social media because, by demographics, January 2014
Figure 121: Head & Shoulders—Activities done—I have researched the brand on social media to, by demographics, January 2014
Figure 122: Garnier Fructis—Activities done—I have looked up/talked about this brand online on social media, by demographics, January 2014
Figure 123: Garnier Fructis—Activities done—I have contacted/interacted with the brand online on social media to, by demographics, January 2014
Figure 124: Garnier Fructis—Activities done—I follow/like the brand on social media because, by demographics, January 2014
Figure 125: Garnier Fructis—Activities done—I have researched the brand on social media to, by demographics, January 2014
Figure 126: Nexxus—Activities done—I have looked up/talked about this brand online on social media, by demographics, January 2014
Figure 127: Nexxus—Activities done—I have contacted/interacted with the brand online on social media to, by demographics, January 2014
Figure 128: Nexxus—Activities done—I have researched the brand on social media to, by demographics, January 2014
APPENDIX – INFORMATION RESOURCES INC. BUILDERS PANEL DATA DEFINITIONS
Information Resources Inc. Consumer Network Metrics
APPENDIX – TRADE ASSOCIATIONS