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- Hair Colourants - Europe - October 2011
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The austere economic setting had an adverse effect on European value sales of hair colours, with France, Germany and Italy all posting a decline in 2010. Spain managed only modest growth, but the UK market bucked the downward trend and posted dynamic growth of 7%. Germany remains by far the largest of the Big 5, with sales valued at €413.5 million.
Performance remains the main arena for product innovation, with a focus on long-lasting results and ease/speed of use. Foam products represent an innovation breakthrough in a market where revisions to existing formulations and extended shade ranges are typically the ‘news’.
Some key points from the report include:
European value sales of hair colour have been adversely affected by the economic recession, with the UK market clearly the most dynamic in 2010.
Permanent hair colour accounts for the lion’s share of sales.
Product efficiency is key to success in the competitive colourants market, with long-lasting results a particular focus for new product development in addition to ease of use.
Consumer concerns regarding the use of chemicals in colourants have resulted in an expanding range of plant-based products that offer a more natural dyeing solution.
French women are the most likely to have coloured hair, but the penetration of at-home colourants, bleaches and lighteners peaks in Spain at 42%.
Men’s use of colourants remains confined to a small minority, but the male market offers substantial potential.
The main reasons to use colourants is to cover grey hair and/or change to a new look.
‘Bad hair days’ ring true for the majority of women who feel more confident if their hair looks good. Women connect their femininity and beauty to their hair, reflecting an emotive approach.
Introduction
Key points
Definition
Abbreviations
Market in Brief
The Market
Figure 1: Retail value sales of colourants, Big 5, by country, 2005-15
Figure 2: Sales of hair colourants, % share by sector, 2010
Companies, Brands and Innovation
Figure 3: New product activity in hair colourants, % share by claim, Europe, Jan 2010-June 2011
Strength and Weaknesses in Brief
Strengths
Weaknesses
The Consumer
Figure 4: Women with coloured hair and who use home hair colourants, by country, 2010
Figure 5: Women’s attitudes towards grey hair and root re-growth, by country, March 2010
Figure 6: Women’s attitudes towards hair and haircare products, European average, March 2011
Figure 7: Average spend per product on colourants and total spend on haircare products, March 2011
European Market Size and Forecast
Key points
Figure 8: Retail value sales of colourants, by country, Big 5, €m/£m, 2005-15
Figure 9: Spend per capita, by country, €/£, 2005-15
Market segmentation
Key points
France
Figure 10: Retail value sales of colourants, by type, France, 2010
Germany
Figure 11: Retail value sales of colourants, by type, Germany, 2010
Italy
Figure 12: Retail value sales of colourants, by type, Italy, 2010
Spain
Figure 13: Retail value sales of colourants, by type, Spain, 2010
UK
Figure 14: Retail value sales of colourants, by type, UK, 2010
Companies, Brands and Innovation
Key points
Global region
Figure 15: New product activity in hair colourants, % launches by region, Jan 2010-June 2011
European region
Figure 16: New product activity in hair colourants, % launches by European country, Jan 2010-June 2011
Colourants by top claims
Figure 17: New product activity in hair colourants, % share by leading claims, Europe, Jan 2010-June 2011
Figure 18: Trends in new product activity in hair colourants, % share by leading claims, European Big 5, Jan 2008-June 2011
France
Competitive landscape
Figure 19: New product activity in hair colourants, % share by company, France, Jan 2010-June 2011
Innovation
Figure 20: New product launches in hair colourants, % share by claim, France Jan 2010-June 2011
No mess, no fuss
Stronger hair
Au naturel
Germany
Competitive landscape
Figure 21: New product activity in hair colourants, % share by company, Germany, Jan 2010-June 2011
Innovation
Figure 22: New product launches in hair colourants, % share by claim, GermanyJan 2010-June 2011
Natural focus
Youth appeal
Combatting grey
Italy
Competitive landscape
Figure 23: New product activity in hair colourants, % share by company, Italy, Jan 2010-June 2011
Innovation
Figure 24: New product launches in hair colourants, % share by claim, Italy 2010-June 2011
Glossy effect
No ammonia
Innovative ingredients
Spain
Competitive context
Figure 25: New product activity in hair colourants, % share by company, Spain, Jan 2010-June 2011
Innovation
Figure 26: New product launches in hair colourants, % share by claim, Spain, 2010-June 2011
On a neutral ground
Sun protection
Touch-ups
Care for the hair
UK
Competitive context
Figure 27: New product activity in hair colourants, % share by company, UK, Jan 2010-June 2011
Innovation
Figure 28: New product launches in hair colourants, % share by claim, UK, 2010-June 2011
No time to waste
Care and repair
All that glows
Frieda innovation
The Consumer – Use of Colourants
Key points
Natural hair colour
Figure 29: Natural hair colour, by country, 2010
Dyed hair most common among 45-54s
Figure 30: Hair treatments, by country, 2010
Women’s use of home hair colourants
Figure 31: Penetration and frequency of using hair colourants, bleaches, lighteners (not at hairdressers), by country, 2010
Figure 32: Permanent/semi-permanent colourants used most often, by country, 2010
Figure 33: Colouring product, by country, 2010
Men’s use of colourants
Figure 34: Men’s use of hair colourants, by country, 2010
Exclusive consumer research – 2010
Figure 35: Reason for colouring hair and where it was done, by country, March 2010
Figure 36: Attitudes towards hair, by country, March 2010
The Consumer – Products Bought by Price Bracket
Key points
Figure 37: Bought hair colourant in the last 12 months, by price bracket, by country, March 2011
The Consumer – Attitudes towards Hair and Haircare Products
Key points
Figure 38: Attitudes towards hair and haircare products, by country, March 2011
UK
Figure 39: Attitudes towards hair and haircare products by high spenders on colourants, UK, March 2011
France
Figure 40: Statements on hair and haircare products by high spenders on colourants, France, March 2011
Germany
Figure 41: Statements on hair and haircare products by high spenders on colourants, Germany, March 2011
Spain
Figure 42: Statements on hair and haircare products by high spenders on colourants, Spain, March 2011
Italy
Figure 43: Statements on hair and haircare products by high spenders on colourants, Italy, March 2011
Appendix – Product Use
Figure 44: Hair treatments, by demographics, GB, 2010
Figure 45: Hair treatments, by demographics, France, 2010
Figure 46: Hair treatments, by demographics, Spain, 2010
Figure 47: Hair treatments, by demographics, Germany, 2010
Figure 48: Penetration and frequency of using hair colourants, bleaches, lighteners (not at hairdressers), by demographics, GB, 2010
Figure 49: Penetration and frequency of using hair colourants, bleaches, lighteners (not at hairdressers), by demographics, France, 2010
Figure 50: Penetration and frequency of using hair colourants, bleaches, lighteners (not at hairdressers), by demographics, Spain, 2010
Figure 51: Penetration and frequency of using hair colourants, bleaches, lighteners (not at hairdressers), by demographics, Germany, 2010
Appendix – Products Bought by Price Bracket
Figure 52: Hair colourant products bought in the last 12 months, by demographics, UK, March 2011
Figure 53: Hair colourant products bought in the last 12 months, by demographics, France, March 2011
Figure 54: Hair colourant products bought in the last 12 months, by demographics, Germany, March 2011
Figure 55: Hair colourant products bought in the last 12 months, by demographics, Spain, March 2011
Figure 56: Hair colourant products bought in the last 12 months, by demographics, Italy, March 2011
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