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Hair Colourants - UK - January 2016

“Temporary hair colour products continue to show growth in the category, as consumers consider them less damaging to hair and easier to experiment with. Growth opportunities exist in personalisation, with high interest in products tailored for hair colour and type, as well as products specifically for men. Men have shown greater willingness to spend more in the category, suggesting that focusing on men’s hair colour could give the category a much-needed boost.”
– Roshida Khanom, Senior Personal Care Analyst

This report examines the following issues:

  • Permanent continues to decline
  • Personalisation could add value to the category
  • Growth opportunities in men’s hair colour

The lack of innovation in the high value permanent colour segment, as well as limitations in being able to experiment with different shades, has further had an impact on the overall category. However, there is potential for growth from enabling greater personalisation opportunities as well as providing more advice, whilst targeting male consumers can also help boost the category.

The hair colourants sector includes the following product categories:

  • Permanents (do not wash out of hair)
  • Semi-permanent (last between six and eight washes)
  • Temporary colourants
  • Tone on tone hair colour (including restorers and removers).

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this report
        • Excluded
        • Executive Summary

            • The market continues to decline
              • Figure 1: Best- and worst-case forecast of UK value sales of hair colourants, 2010-20
            • Reduced advertising spend
              • Figure 2: Recorded above-the-line, online display and direct mail total advertising expenditure on hair colourants, by quarterly spend, 2012-15
            • Men lag behind on usage…
              • Figure 3: Usage of hair colourants in the past 12 months, by gender, October 2015
            • …but are experimenting with expensive brands
              • Figure 4: Shopping behaviours, by gender, October 2015
            • Experimentation and damage control may be driving temporary colour
              • Figure 5: Attitudes to types of hair colourant, October 2015
            • Low priced products are good enough
              • Figure 6: Attitudes towards shopping for home hair colourants, October 2015
            • Interest in greater guidance
              • Figure 7: Interest in products/services to aid the shopping experience, October 2015
            • What we think
            • Issues and Insights

                • Permanent continues to decline
                  • The facts
                    • The implications
                      • Personalisation could add value to the category
                        • The facts
                          • The implications
                            • Growth opportunities in men’s hair colour
                              • The facts
                                • The implications
                                • The Market – What You Need to Know

                                  • A category declining in value
                                    • Temporary colour segment booms
                                      • Search for low price drives discounters and multiple grocers
                                        • Rise in 25-44s could boost the market
                                          • 2015 colouring trends
                                          • Market Size and Forecast

                                            • Discount retailers hampering value growth
                                              • Figure 8: UK retail value sales of hair colourants, at current and constant prices, 2010-20
                                            • A category in decline
                                              • Figure 9: Best- and worst-case forecast of UK value sales of hair colourants, 2010-20
                                          • Segment Performance

                                            • Temporary colour continues to boom
                                              • Figure 10: UK retail value sales of hair colourants, 2014-15
                                            • Permanent segment suffers from lack of investment
                                            • Channels to Market

                                              • Price drives discount retailers and multiple grocers
                                                • Figure 11: UK retail value sales of hair colourants, 2014-15
                                              • Experimentation boosts online channel
                                                • Figure 12: ‘Latest Finds’ display, Boots London Fleet Street store, May 2014
                                            • Market Drivers

                                              • Grey is an issue after 25
                                                • Figure 13: Trends in the age structure of the UK population, by gender, 2010-20
                                              • Making colouring fashionable for older people
                                                • Figure 14: Interest in trying hair beauty trends amongst those who have not already tried them, by age, September 2015
                                              • Seeking low prices
                                                • Figure 15: Trends in financial situation, October 2011 and October 2015
                                              • Young people are visiting salons
                                                • Figure 16: Frequency of in-salon all-over hair colouring (women only), June 2015
                                              • Bold colouring trends
                                                • Figure 17: Grey hair look, 2015
                                              • Reinvigorating old shades
                                                • Figure 18: Bronde hair look, 2015
                                            • Key Players – What You Need to Know

                                              • Most trusted brands are the most used…
                                                • …whilst brands that focus on daring colours have limited appeal
                                                  • Advertising sees decline in spend
                                                    • Innovation in temporary colour
                                                      • Own-label holds its own against brands
                                                      • Brand Research

                                                          • Brand map
                                                            • Figure 19: Attitudes towards and usage of selected hair colourant brands, November 2015
                                                          • Key brand metrics
                                                            • Figure 20: Key metrics for selected hair colourant brands, November 2015
                                                          • Brand attitudes: John Frieda and Bumble and bumble. have strongest premium images
                                                            • Figure 21: Attitudes, by hair colourant brand, November 2015
                                                          • Brand personality: Just for Men struggles to create upbeat connotations
                                                            • Figure 22: Brand personality – Macro image, November 2015
                                                          • BLEACH London and Schwarzkopf Live Color XXL share youthful and quirky images
                                                            • Figure 23: Brand personality – Micro image, November 2015
                                                          • Brand analysis
                                                            • John Frieda is seen as high quality and glamorous
                                                              • Figure 24: User profile of John Frieda, November 2015
                                                            • L’Oréal Casting Crème Gloss combines accessibility with perception of expertise
                                                              • Figure 25: User profile of L’Oréal Casting Crème Gloss, November 2015
                                                            • Schwarzkopf Live Color XXL’s range of colours ensures a youthful and quirky image
                                                              • Figure 26: User profile of Schwarzkopf Live Color XXL, November 2015
                                                            • Just for Men has a high profile but is more likely to be seen as boring and tired than other brands
                                                              • Figure 27: User profile of Just for Men, November 2015
                                                            • Bumble and bumble. has the least accessible image, but a fifth consider it worth paying more for
                                                              • Figure 28: User profile of Bumble and bumble., November 2015
                                                            • BLEACH London has a low profile, but range of colours ensures that it stands out more than more established brands
                                                              • Figure 29: User profile of BLEACH London, November 2015
                                                          • Brand Communication and Promotion

                                                            • Festive season presents advertising opportunities
                                                              • Figure 30: Recorded above-the-line, online display and direct mail total advertising expenditure on hair colourants, by quarterly spend, 2012-15
                                                            • P&G and L’Oréal lead advertising spend
                                                              • Figure 31: Recorded above-the-line, online display and direct mail total advertising expenditure on hair colourants, by top spending companies, 2014-15
                                                            • Controversial campaigns
                                                              • Consumer as influencer
                                                                • Coverage/methodology clarification
                                                                • Launch Activity and Innovation

                                                                  • P&G brings salon into the home
                                                                    • Figure 32: New product development in the hair colourants category, by top ultimate companies, 2015
                                                                  • Decline in launch activity
                                                                    • Figure 33: New product launches in the hair colourants category, by launch type, 2012-15
                                                                  • Temporary products see innovation…
                                                                    • Figure 34: Examples of new temporary colour product innovations, January-November 2015
                                                                  • …influencing positioning claims for colourants
                                                                    • Figure 35: Top claims in the hair colourants category by 2014, 2012-15
                                                                    • Figure 36: Examples of products featuring time/speed claims, January-November 2015
                                                                  • Vitamin claims show a decline
                                                                  • Market Share

                                                                    • Brands show decline in value
                                                                      • Figure 37: Brand shares in hair colourants category, years ending September, 2014 and 2015
                                                                  • The Consumer – What You Need to Know

                                                                    • Men offer growth opportunities
                                                                      • Social colouring
                                                                        • Overall usage sees a decline
                                                                          • In-store shopping is preferred…
                                                                            • …however in-store advice could boost the category
                                                                            • Usage of Hair Colourants

                                                                              • Men are not colouring as much as women
                                                                                • Figure 38: Usage of hair colourants in the past 12 months, by gender, October 2015
                                                                              • Motivation amongst men may be different
                                                                                • Figure 39: Usage of home hair colourants in the past 12 months, by gender and age, October 2015
                                                                              • Social colouring
                                                                                • Figure 40: Colouring on oneself vs coloured by someone else at home in the past 12 months, by age, October 2015
                                                                              • Overall usage is declining
                                                                                • Figure 41: Trends in usage of hair colourants compared with 12 months ago, October 2015
                                                                              • Biggest difference coming from the highest users
                                                                                • Figure 42: Trends in usage of selected hair colourants, by age, October 2015
                                                                              • Growth in middle-aged users
                                                                                • Figure 43: Trends in usage of permanent hair dye products, by age, October 2015
                                                                            • Attitudes to Types of Hair Colourant

                                                                              • Damage concern
                                                                                • Figure 44: Attitudes to types of hair colourant, October 2015
                                                                              • Natural brands should focus on colour
                                                                                • Permanent colour makes experimentation difficult
                                                                                  • More help with part colouring techniques
                                                                                  • Shopping for Hair Colourants

                                                                                    • Men are less likely to buy for themselves
                                                                                      • Figure 45: Purchase of home hair colourants, by gender, October 2015
                                                                                    • Women shop in-store, men prefer online
                                                                                      • Figure 46: Places of purchase of home hair colourants, by gender, October 2015
                                                                                    • Supermarkets driving in-store purchases
                                                                                      • Figure 47: Places of purchase of home hair colourants, October 2015
                                                                                    • Specialised products are purchased online
                                                                                      • Figure 48: Places of purchase of home hair colourants, by product used, October 2015
                                                                                    • Men are less brand loyal but more experimental
                                                                                      • Figure 49: Shopping behaviours, by gender, October 2015
                                                                                    • Men are worried about damage
                                                                                      • Figure 50: Attitudes towards shopping for home hair colourants, October 2015
                                                                                    • Low priced products offering value for money
                                                                                      • Figure 51: Agreement with lower priced brands being just as good as expensive brands, by age, October 2015
                                                                                  • Innovation Opportunities for the Shopping Experience

                                                                                    • Advice and guidance is important
                                                                                      • Figure 52: Interest in products/services to aid the shopping experience, by gender, October 2015
                                                                                    • Men want better instructions
                                                                                      • Figure 53: Interest in innovations with more information, by gender, October 2015
                                                                                    • Personalisation opportunities
                                                                                      • Figure 54: Interest in other innovations, by gender, October 2015
                                                                                    • Men are interested in ethnic diversity
                                                                                    • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                      • Data sources
                                                                                        • Abbreviations
                                                                                          • Fan chart forecast
                                                                                            • Brand research
                                                                                              • Brand map
                                                                                                • Correspondence analysis

                                                                                                Companies Covered

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                                                                                                Hair Colourants - UK - January 2016

                                                                                                £1,995.00 (Excl.Tax)