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- Conditioners and Treatments - Europe - July 2011
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- The key European conditioners markets remained lacklustre in 2010, but with signs of improving demand.
- Thanks to a general eco beauty trend witnessed across C&T markets, conditioners formulated using botanical and herbal components take centre stage in new product development.
- Women are increasingly aware of their individual hair condition, problems and haircare needs, which has created more demand for ever more specifically tailored products, with a focus on repairing and moisturising properties.
- Conditioner use is geared towards women aged under-25, higher earners, the working population and larger households with children.
- There remain important opportunities in expanding the current consumer base amongst men, who post a significantly lower product penetration level in comparison to women, and baby boomers who could be better targeted with anti-ageing conditioners.
- The majority of women spend up to €/£4.99 on a single conditioner purchase.
The products covered in this report include conditioners and treatments for the hair, for both men and women. Conditioners may be wash-out or leave-in formulations, while treatments are serums, creams, lotions, sprays and masks are more intensive products that are generally left on the hair for times ranging from three minutes to overnight.
Introduction
Key points
Definition
Executive Summary
The Market
Figure 1: Retail value sales of hair conditioners and treatments, European Big 5, 2005-15
A varied performance, but still lacklustre overall
Strengths and Weaknesses in Brief
Companies, brands and innovation
Figure 2: Share of new conditioner and treatment launches with botanical, organic or paraben-free positioning, 2010
The consumer
Figure 3: Use of conditioners and treatments, by men and women, by country, 2010
A youthful core consumer base
British women most committed conditioners users
Figure 4: Women who use conditioner every time they wash their hair, by age and country, March 2011
Treatments are perceived as time consuming
Figure 5: Women who find hair treatments too time consuming or inconvenient, by age and country, March 2011
European Market Size and Forecast
Key points
Conditioners and treatments
Figure 6: Retail value sales of conditioners and treatments, Big 5 by country, €m/£m, 2005-15
Per capita spend
Figure 7: Spend per capita on conditioners and treatments, Big 5 by country, €/£ 2005-15
Market Segmentation
Key points
France
Figure 8: Retail value sales of conditioners and treatments, by sector, France, 2010
Germany
Figure 9: Retail value sales of conditioners and treatments, by sector, Germany, 2010
Italy
Figure 10: Retail value sales of conditioners and treatments, by sector, Italy, 2010
Spain
Figure 11: Retail value sales of conditioners and treatments, by sector, Spain, 2010
UK
Figure 12: Retail value sales of conditioners and treatments, by sector, UK, 2010
Companies, Brands and Innovation
Key points
Global region
Figure 13: New product activity in conditioners and treatments, % share by region, 2010
European region
Figure 14: New product activity in conditioners and treatments, % share by top ten European countries, 2008-10
Figure 15: New product activity in conditioners and treatments, % share by sector, 2010
France
Competitive landscape
Figure 16: Manufacturers’ shares in value sales of conditioners and treatments, France, 2010
Figure 17: New product activity in conditioners and treatments, % share by claim, France, 2008-10
Figure 18: New product activity in conditioners and treatments, % share by positioning, France, 2010
Focus on mass and masstige
Natural ingredients
Nourished hair
Germany
Competitive landscape
Figure 19: Manufacturers’ shares in value sales of conditioners and treatments, Germany, 2010
Figure 20: New product activity in conditioners and treatments, % share by claim, Germany, 2008-10
Botanical and herbal formulations
Hair nourishment
Care for damaged hair
Italy
Competitive landscape
Figure 21: Manufacturers’ shares in value sales of conditioners and treatments, Italy, 2010
Figure 22: New product activity in conditioners and treatments, % share by claim, Italy, 2008-10
Stronger hair
Splitting hairs
Fighting hair loss
Spain
Competitive landscape
Figure 23: New product activity in conditioners and treatments, % share by claim, Spain, 2008-10
Green beauty
UV protection
Own-label offering
Vital vitamins
UK
Competitive landscape
Figure 24: Manufacturers’ shares in value sales of conditioners and treatments, UK, 2010
Figure 25: New product activity in conditioners and treatments, % share by claim, UK, 2008-10
A fusion of nature and science
Hair repair
No more bad hair days
Frizz be gone
The Consumer – Usage of Conditioner
Key points
Women
France
Figure 26: Trends in usage of hair conditioners (excluding treatments and masques), France, 2006-10
Figure 27: Trends in usage of hair conditioning treatments and masks, France, 2008-10
Figure 28: Type of hair conditioning treatments and masks (excluding styling products) used most often, France, 2010
Germany
Figure 29: Trends in usage of hair conditioners (excluding treatments and masques), Germany, 2006-10
Figure 30: Trends in usage of hair conditioning treatments and masks (excluding styling products), Germany, 2008-10
Figure 31: Trends in types of hair conditioners (excluding treatments and masques) used most often, Germany, 2007-10
Figure 32: Trends in types of hair conditioning treatments and masks used most often, Germany, 2007-10
Spain
Figure 33: Trends in usage of hair conditioners (excluding treatments and masques), Spain, 2006-10
Figure 34: Trends in usage of hair conditioning treatments and masks, Spain, 200810
Figure 35: Trends in types of hair conditioning treatments and masks used most often, Spain, 2008-10
GB
Figure 36: Trends in usage of hair conditioners (excluding treatments and masques), GB, 2006-10
Figure 37: Trends in usage of hair conditioning treatments and masks, GB, 200810
Figure 38: Trends in types of hair conditioning treatments and masks used most often, GB, 2007-10
Men
Figure 39: Usage of conditioners, France, Germany, GB and Spain, 2010
France
Germany
GB
Spain
The Consumer – Price Paid for Conditioner
Key points
High spenders
Figure 40: High spenders on conditioners (usually spending €/£10 or more), by age and country, March 2011
Figure 41: Purchase of hair treatments in last 12 months, by country, March 2011
France
Figure 42: Conditioners bought in the last 12 months, by price band, France, March 2011
Figure 43: Conditioner bought in the last 12 months, by price band, Germany, March 2011
Figure 44: Conditioners bought in the last 12 months, by price band, Italy, March 2011
Figure 45: Conditioners bought in the last 12 months, by price band, Spain, March 2011
Figure 46: Conditioners bought in the last 12 months, by price band, UK, March 2011
The Consumer – Attitudes Towards Conditioners
Key points
Figure 47: Attitudes towards hair and haircare products, March 2011
Figure 48: Women who find hair treatments too time consuming or inconvenient, by age and country, March 2011
High spenders – UK
Figure 49: Attitudes towards hair and haircare products, by high spenders on haircare, UK, March 2011
High spenders – France
Figure 50: Attitudes towards hair and haircare products, by high spenders on haircare, France, March 2011
High spenders - Germany
Figure 51: Attitudes towards hair and haircare products, by high spenders on haircare, Germany, March 2011
High spenders - Spain
Figure 52: Attitudes towards hair and haircare products, by high spenders on haircare, Spain, March 2011
High spenders - Italy
Figure 53: Attitudes towards hair and haircare products, by most popular high spenders, Italy, March 2011
The Consumer – Further Attitudes Towards Haircare
Key points
Figure 54: Statements on hair and haircare products, March 2011
Figure 55: Use of own-label haircare, by country, March 2011
Figure 56: Women whose hair needs extra care because of heated appliances, by age and country, March 2011
High spenders - UK
Figure 57: Statements on hair and haircare products, by high spenders on haircare, UK, March 2011
High spenders - France
Figure 58: Statements on hair and haircare products, by most popular high spenders, France, March 2011
High spenders - Germany
Figure 59: Statements on hair and haircare products, by high spenders on haircare, Germany, March 2011
High spenders - Spain
Figure 60: Statements on hair and haircare products, by high spenders on haircare, Spain, March 2011
High spenders - Italy
Figure 61: Statements on hair and haircare products, by most popular high spenders, Italy, March 2011
Appendix – Usage of Haircare Products
Figure 62: Frequency of use of hair conditioners (excluding treatments and masques), by demographics, France, 2010
Figure 63: Frequency of use of hair conditioners (excluding treatments and masques), by demographics, Germany, 2010
Figure 64: Frequency of use of hair conditioners (excluding treatments and masques), by demographics, Spain, 2010
Figure 65: Frequency of use of hair conditioners (excluding treatments and masques), by demographics, GB, 2010
Figure 66: Frequency of use of conditioners, by demographics, France, 2009
Figure 67: Frequency of use of conditioners, by demographics, Germany, 2010
Figure 68: Frequency of use of conditioners, by demographics, Spain, 2010
Figure 69: Frequency of use of conditioners, by demographics, GB, 2010
Figure 70: Frequency of use of hair conditioning treatments and masks (excluding styling products), by demographics, France, 2010
Figure 71: Frequency of use of hair conditioning treatments and masks (excluding styling products), by demographics, Germany, 2010
Figure 72: Frequency of use of hair conditioning treatments and masks (excluding styling products), by demographics, Spain, 2010
Figure 73: Frequency of use of hair conditioning treatments and masks (excluding styling products), by demographics, GB, 2010
Appendix – Price Paid for Conditioners
Figure 74: Conditioner products bought in the last 12 months, by demographics, UK, March 2011
Figure 75: 2-in-1 shampoo and conditioner products bought in the last 12 months, by demographics, UK, March 2011
Figure 76: Hair treatment products bought in the last 12 months, by demographics, UK, March 2011
Figure 77: Conditioner products bought in the last 12 months, by demographics, France, March 2011
Figure 78: 2-in-1 shampoo and conditioner products bought in the last 12 months, by demographics, France, March 2011
Figure 79: Hair treatment products bought in the last 12 months, by demographics, France, March 2011
Figure 80: Conditioner products bought in the last 12 months, by demographics, Germany, March 2011
Figure 81: 2-in-1 shampoo and conditioner products bought in the last 12 months, by demographics, Germany, March 2011
Figure 82: Hair treatment products bought in the last 12 months, by demographics, Germany, March 2011
Figure 83: Conditioner products bought in the last 12 months, by demographics, Spain, March 2011
Figure 84: 2-in-1 shampoo and conditioner products bought in the last 12 months, by demographics, Spain, March 2011
Figure 85: Hair treatment products bought in the last 12 months, by demographics, Spain, March 2011
Figure 86: Conditioner products bought in the last 12 months, by demographics, Italy, March 2011
Figure 87: 2-in-1 shampoo and conditioner products bought in the last 12 months, by demographics, Italy, March 2011
Figure 88: Hair treatment products bought in the last 12 months, by demographics, Italy, March 2011
Figure 89: Agreement with selected lifestyle statements, by demographics, France, 2010
Figure 90: Agreement with selected lifestyle statements, by demographics, France, 2010
Figure 91: Agreement with selected lifestyle statements, by demographics, France, 2010
Figure 92: Agreement with selected lifestyle statements, by demographics, France, 2010
Figure 93: Agreement with selected lifestyle statements, by demographics, France, 2010
Figure 94: Agreement with selected lifestyle statements, by demographics, Germany, 2010
Figure 95: Agreement with selected lifestyle statements, by demographics, Germany, 2010
Figure 96: Agreement with selected lifestyle statements, by demographics, Germany, 2010
Figure 97: Agreement with selected lifestyle statements, by demographics, Germany, 2010
Figure 98: Agreement with selected lifestyle statements, by demographics, Germany, 2010
Figure 99: Agreement with selected lifestyle statements, by demographics, Spain, 2010
Figure 100: Agreement with selected lifestyle statements, by demographics, Spain, 2010
Figure 101: Agreement with selected lifestyle statements, by demographics, Spain, 2010
Figure 102: Agreement with selected lifestyle statements, by demographics, Spain, 2010
Figure 103: Agreement with selected lifestyle statements, by demographics, GB, 2010
Figure 104: Agreement with selected lifestyle statements, by demographics, GB, 2010
Figure 105: Agreement with selected lifestyle statements, by demographics, GB, 2010
Figure 106: Agreement with selected lifestyle statements, by demographics, GB, 2010
Figure 107: Agreement with selected lifestyle statements, by demographics, GB, 2010
Appendix – Attitudes towards Haircare
Figure 108: Most popular attitudes towards hair and haircare products, by demographics, UK, March 2011
Figure 109: Next most popular attitudes towards hair and haircare products, by demographics, UK, March 2011
Figure 110: Most popular attitudes towards hair and haircare products, by demographics, France, March 2011
Figure 111: Next most popular attitudes towards hair and haircare products, by demographics, France, March 2011
Figure 112: Most popular attitudes towards hair and haircare products, by demographics, Germany, March 2011
Figure 113: Next most popular attitudes towards hair and haircare products, by demographics, Germany, March 2011
Figure 114: Most popular attitudes towards hair and haircare products, by demographics, Spain, March 2011
Figure 115: Next most popular attitudes towards hair and haircare products, by demographics, Spain, March 2011
Figure 116: Most popular attitudes towards hair and haircare products, by demographics, Italy, March 2011
Figure 117: Next most popular attitudes towards hair and haircare products, by demographics, Italy, March 2011
Figure 118: Most popular statements on hair and haircare products, by demographics, UK, March 2011
Figure 119: Next most popular statements on hair and haircare products, by demographics, UK, March 2011
Figure 120: Most popular statements on hair and haircare products, by demographics, France, March 2011
Figure 121: Next most popular statements on hair and haircare products, by demographics, France, March 2011
Figure 122: Most popular statements on hair and haircare products, by demographics, Germany, March 2011
Figure 123: Next most popular statements on hair and haircare products, by demographics, Germany, March 2011
Figure 124: Most popular statements on hair and haircare products, by demographics, Spain, March 2011
Figure 125: Next most popular statements on hair and haircare products, by demographics, Spain, March 2011
Figure 126: Most popular statements on hair and haircare products, by demographics, Italy, March 2011
Figure 127: Next most popular statements on hair and haircare products, by demographics, Italy, March 2011
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