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- Hair Colourants and Styling Products - UK - November 2011
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“Innovation in the form of foam formats bolstered the colourants category in 2010 and underscored the importance of the new and pioneering products to buoy interest in the beauty market. To boost the somewhat flagging styling category, brands could perhaps look at adding treatment benefits – such as dandruff control or scalp conditioning - to formulations. In doing so brands may encourage increased and regular usage.”
– Bríd Costello, Senior Beauty Analyst
Some questions answered in this report include:
- How do the hair colourants and styling categories compare in terms of market size?
- How is the present economic situation impacting product sales?
- How can colourant and styling products encourage greater usage?
- How innovative are the categories?
- How much competition is there from the salon colourants sector?
Introduction
Definitions
Hair colourants and home perms
Hair styling
Abbreviations
Executive Summary
The market
Figure 1: UK best- and worst-case forecast sales of hair colourants and styling products, 2006-16
Market factors
Figure 2: Consumer hairstyles, by gender, September 2011
Figure 3: Trends in hairdresser visits in the last 12 months, women, 2007-11
Figure 4: Trends in hairdressers/barber visits in the last 12 months, men, 2007-11
Companies, brands and innovation
The consumer – hair colourants
Figure 5: Attitudes towards hair colouring, September 2011
Figure 6: Attitudes towards hair colouring at home, September 2011
The consumer – hair styling
Figure 7: Attitudes towards hair styling at home, by gender, September 2011
What we think
Issues in the Market
How do the hair colourants and styling categories compare in terms of market size?
How is the present economic situation impacting product sales?
How can colourant and styling products encourage greater usage?
How innovative are the categories?
How much competition is there from the salon colourants sector?
Future Opportunities
Trend: Retired for Hire
Trend: Survival Skills
Internal Market Environment
Key points
Trends in hair type
Figure 8: Trends in hair condition, by gender, 2007-11
Hair and scalp conditions
Figure 9: Trends in men’s scalp conditions, 2007-11
Figure 10: Trends in women’s scalp conditions, 2007-11
Trends in women’s hair treatments
Figure 11: Trends in women’s hair treatments, 2007-11
Visits to hair salons
Figure 12: Trends in hair dresser use in the last 12 months, women, 2007-11
Figure 13: Trends in hair dressers/barber use in the last 12 months, men, 2007-11
Allergies
Broader Market Environment
Key points
Male population trends
Figure 14: Trends in the age structure of the UK male population, 2006-16
Female population trends
Figure 15: Trends in the age structure of the UK female population, 2006-16
Employment
Figure 16: Trends in working status, by gender, 2006-11
Competitive Context
Key points
Trends in women’s grooming habits
Figure 17: Trends in usage of selected toiletries, women, 2009-10
Trends in men’s grooming habits
Figure 18: Trends in usage of selected toiletries, men, 2009-10
The beauty market
Figure 19: UK retail value sales of selected beauty and personal care categories, 2006-10
Strengths and Weaknesses in the Market
Strengths
Weaknesses
Who’s Innovating?
Key points
Hair styling – private label
Figure 20: Hair styling products, branded vs. private label, 2008-11
Hair styling – claims
Figure 21: Hair styling product launches, % share of new launches by claims, 2008-11
Hair styling launches by company
Figure 22: Hair styling product launches, % share of launches by ultimate company, 2008-11
Hair colourants – private label
Figure 23: Hair colourant new product development, branded vs. private label, 2008-11
Hair colourants – claims
Figure 24: Hair colourants new product development, by claims, 2008-11
Hair colourants – foam
Figure 25: Total hair colourant launches vs. foam hair colourant launches, 2007-11
Hair colourants – men’s launches
Figure 26: Total hair colourant launches vs. men’s colourants launches, 2008-10
Hair colourant launches by brand and company
Figure 27: Hair colourant launches, % share by brand, 2010
Figure 28: Hair colourants launches, % share by ultimate company, 2008-11
Recent launches
Volumising
Done, undone
Frizz fighters
Naturally speaking
Anti-ageing
Special editions
Colour – clock watching
Introducing foam
Sense of the intense
My natural colour
For men
Market Size and Forecast
Key points
Figure 29: UK retail value sales of hair colourants, home perms and styling products, at current and constant prices, 2006-16
The future
Forecast – hair colourants, home perms and styling
Figure 30: UK best- and worst-case forecast sales of hair colourants, home perms and styling products, 2006-16
Forecast – hair colourants and home perms
Figure 31: UK best- and worst-case forecast of sales of hair colourants and home perms, 2006-16
Forecast – hair styling
Figure 32: UK best- and worst-case forecast of sales of hair styling products, 2006-16
Forecast methodology
Segment Performance
Key points
Hair colourants and home perms
Figure 33: UK retail value sales of hair colourants and home perms, at current and constant prices, 2006-16
Hair colourants and home perms segmentation
Figure 34: UK retail value sales of hair colourants and home perms, by sector, 2010-11
Hair styling
Figure 35: UK retail value sales of hair styling products, at current and constant prices, 2006-16
Hair styling segmentation
Figure 36: UK retail value sales of styling products, by sector, 2010-11
Market Share
Key points
Hair styling
Figure 37: Brand shares in hair styling, top three, 2011
Hair colourants
Figure 38: Company shares in hair colourants and home perms, 2011
Companies and Products
Boots
Kao
Figure 39: Selected products launched by Kao in the UK, January 2010-August 2011
L’Oréal
Figure 40: Selected products launched by L’Oréal in the UK, January 2010-August 2011
Procter & Gamble
Figure 41: Selected Procter & Gamble products launched in the UK, January 2010-August 2011
Henkel
Figure 42: Selected Henkel products launched in the UK between January 2010 and August 2011
Unilever
Figure 43: Selected Unilever products launched in the UK between January 2010 and August 2011
Brand Research –Hair Colourants
Brand map
Figure 44: Attitudes towards and usage of hair colourant brands, September 2011
Correspondence analysis
Brand attitudes
Figure 45: Attitudes by hair colourant brand, September 2011
Brand personality
Figure 46: Hair colourant brand personality – macro image, September 2011
Figure 47: Hair colourant brand personality – micro image, September 2011
Brand experience
Figure 48: Hair colourant brand usage, September 2011
Figure 49: Satisfaction with various hair colourant brands, September 2011
Figure 50: Consideration of hair colourant brands, September 2011
Figure 51: Consumer perceptions of current hair colourant brand performance, September 2011
Figure 52: Hair colourant brand recommendation – Net Promoter Score, September 2011
Brand index
Figure 53: Hair colourant brand index, September 2011
Figure 54: Hair colourant brand index vs. recommendation, September 2011
Target group analysis
Figure 55: Target groups, September 2011
Figure 56: Hair colourant brand usage, by target groups, September 2011
Group One – Conformists
Group Two – Simply the Best
Group Three – Shelf Stalkers
Group Four – Habitual Shoppers
Group Five – Individualists
Brand Research – Hair Styling Products
Brand map
Figure 57: Attitudes towards and usage of hair styling brands, September 2011
Brand attitudes
Figure 58: Attitudes by hair styling brand, September 2011
Brand personality
Figure 59: Hair styling brand personality – macro image, September 2011
Figure 60: Hair styling brand personality – micro image, September 2011
Correspondence analysis
Brand experience
Figure 61: Hair styling brand usage, September 2011
Figure 62: Satisfaction with various hair styling brands, September 2011
Figure 63: Consideration of hair styling brands, September 2011
Figure 64: Consumer perceptions of current hair styling brand performance, September 2011
Figure 65: Hair styling brand recommendation – Net Promoter Score, September 2011
Brand index
Figure 66: Hair styling brand index, September 2011
Figure 67: Hair styling brand index vs. recommendation, September 2011
Target group analysis
Figure 68: Target groups, September 2011
Figure 69: Hair styling brand usage, by target groups, September 2011
Group One – Conformists
Group Two – Simply the Best
Group Three – Shelf Stalkers
Group Four – Habitual Shoppers
Group Five – Individualists
Brand Communication and Promotion
Key points
Topline spend
Figure 70: Monitored media advertising expenditure on hair colourants and styling products, 2007-11
Figure 71: Monitored media advertising expenditure on hair colourants and styling products, % share by media type, 2008-11
Channels to Market
Key points
Hair styling
Figure 72: UK retail value sales of hair styling products, by outlet type, 2010
Hair colourants and home perms
Figure 73: UK retail value sales of hair colourants and home perms by outlet type, 2010
The Consumer – Usage and Frequency
Key points
Hair colourants
Figure 74: Female usage of home hair colourants, 2007-11
Figure 75: Trends in women’s usage of home hair colourants, 2007-11
Figure 76: Trends in men’s usage of home hair colourants, 2007-11
Hair styling – women
Figure 77: Trends in women’s usage of hairspray, 2007-11
Figure 78: Trends in women’s usage of hairspray, 2007-11
Figure 79: Trends in women’s usage of other hair styling products, 2007-11
Figure 80: Trends in women’s usage of other hairstyling products, 2007-11
Figure 81: Trends in types of hairstyling products used, women, 2007-11
Hair styling - men
Figure 82: Trends in men’s usage of hairstyling products, 2007-11
Figure 83: Trends in men’s usage of hairstyling products, 2007-11
Figure 84: Trends in types of hairstyling products used, men, 2007-11
Purchase influencers
Figure 85: First ranking purchase influencers for colourants and styling products, September 2011
The Consumer – Hair Types, Styles and Condition
Key points
Hair types
Figure 86: Hair type, by gender, September 2011
Hair styles
Figure 87: Consumer hairstyles, by gender, September 2011
Hair condition
Figure 88: Consumer hair condition, by gender, September 2011
The Consumer – Attitudes Towards Colouring Hair
Key points
Hair colouring at home versus in salons
Figure 89: Consumer hair colouring habits, by gender, September 2011
Attitudes towards colouring hair at home
Figure 90: Attitudes towards hair colouring, September 2011
Attitudes towards hair colouring at home
Figure 91: Attitudes towards hair colouring at home, September 2011
The Consumer – Hair Styling at Home
Key points
Using styling products at home versus in a salon
Figure 92: Use of styling products at home versus in a salon, by gender, September 2011
Attitudes towards hair styling at home
Figure 93: Attitudes towards hair styling at home, by gender, September 2011
Appendix – Internal Market Environment
Figure 94: Men’s hair condition, by demographics, 2011
Figure 95: Women’s hair condition, by demographics, 2011
Figure 96: Women’s hair treatments, by demographics, 2011
Figure 97: Men’s scalp conditions, by demographics, 2011
Figure 98: Women’s scalp conditions, by demographics, 2011
Figure 99: Hair dresser/barber visits in the last 12 months, by demographics, 2011
Figure 100: Hairdresser visits in the last 12 months, by demographics, 2011
Appendix – Brand Communication and Promotion
Figure 101: Spend, by company and brand (Top 10), 2008-11*
Appendix – Brand Research – Hair Colourants
Figure 102: Brand usage, September 2011
Figure 103: Brand commitment, September 2011
Figure 104: Brand momentum, September 2011
Figure 105: Brand diversity, September 2011
Figure 106: Brand satisfaction, September 2011
Figure 107: Brand recommendation, September 2011
Figure 108: Brand attitude, September 2011
Figure 109: Brand image – macro image, September 2011
Figure 110: Brand image – micro image, September 2011
Figure 111: Profile of target groups, by demographics, September 2011
Figure 112: Psychographic segmentation, by target group, September 2011
Figure 113: Brand usage, by target group, September 2011
Brand index
Figure 114: Brand index, September 2011
Appendix – Brand Research – Hair Styling Products
Figure 115: Brand usage, September 2011
Figure 116: Brand commitment, September 2011
Figure 117: Brand momentum, September 2011
Figure 118: Brand diversity, September 2011
Figure 119: Brand satisfaction, September 2011
Figure 120: Brand recommendation, September 2011
Figure 121: Brand attitude, September 2011
Figure 122: Brand image – macro image, September 2011
Figure 123: Brand image – micro image, September 2011
Figure 124: Profile of target groups, by demographics, September 2011
Figure 125: Psychographic segmentation, by target groups, September 2011
Figure 126: Brand usage, by target group, September 2011
Brand index
Figure 127: Brand index, September 2011
Appendix – The Consumer – Usage and Frequency
Figure 128: Women’s usage of home hair colourants, by demographics, 2011
Figure 129: Men’s usage of home hair colourants, by demographics, 2011
Figure 130: Women’s usage of hairsprays (aerosols), by demographics, 2011
Figure 131: Women’s usage of other hair styling products, by demographics, 2011
Figure 132: Men’s usage of hairstyling products, by demographics, 2011
Figure 133: Price of hair colouring products, by demographics, September 2011
Figure 134: Special offers on hair colouring products, by demographics, September 2011
Figure 135: Familiarity with hair colouring products/brands, by demographics, September 2011
Figure 136: Long-lasting of hair colouring products, by demographics, September 2011
Figure 137: Brand name of hair colouring products, by demographics, September 2011
Appendix – The Consumer – Hair Types, Styles and Condition
Figure 138: Consumer hairstyles, by demographics, September 2011
Figure 139: Consumer hair type, by demographics, September 2011
Figure 140: Consumer hair condition, by demographics, September 2011
Appendix – The Consumer – Attitudes towards Colouring Hair
Figure 141: Coloured hair with permanent colour, by demographics, September 2011
Figure 142: Coloured hair with a semi-permanent colourant, by demographics, September 2011
Figure 143: Coloured my hair to cover grey, by demographics, September 2011
Figure 144: Highlighted hair, by demographics, September 2011
Figure 145: Lowlighted hair, by demographics, September 2011
Figure 146: Most popular attitudes towards hair colouring, by demographics, September 2011
Figure 147: Next most popular attitudes towards hair colouring, by demographics, September 2011
Figure 148: Most popular attitudes towards hair colouring at home, by demographics, September 2011
Figure 149: Next most popular attitudes towards hair colouring at home, by demographics, September 2011
Appendix – The Consumer – Hair Styling at Home
Figure 150: Had a smoothing/straightening treatment, by demographics, September 2011
Figure 151: Permed hair, by demographics, September 2011
Figure 152: Used styling products (eg gel/mousse/hairspray), by demographics, September 2011
Figure 153: Most popular attitudes towards hair styling at home, by demographics, September 2011
Figure 154: Next most popular attitudes to hair colouring at home, by demographics, September 2011
- Alliance Boots UK Retail
- Bank of England
- Brylcreem
- Frederic Fekkai
- Garnier
- John Frieda
- Kao Corporation
- L'Oréal (UK)
- Max Factor
- Olay Company, Inc.
- Procter & Gamble UK & Ireland
- Sara Lee (UK)
- Schwarzkopf & Henkel
- SoftSheen Carson
- TIGI Haircare
- Unilever Bestfoods UK Ltd
- Wella Professional
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