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- Hair Styling Products - Europe - October 2011
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“While many beauty and personal care sectors have benefited from the recession, as they offer a relatively inexpensive way for women to treat themselves, hair styling products do not fall within this category and sales have struggled. Innovation in products that can repair and protect the hair from environmental damage may be one way to move products from being a non-essential into a ‘must-have’ area of spend.”
Some key points covered in the report include:
• The economic recession has sent value sales on a downward trend, with consumers reducing the number of products bought and opting for mass-market and own-label options over premium-positioned products.
• Hairspray claims the biggest share of sales and fares best in the challenging market conditions.
• Fashions are moving away from poker straight hair towards a more natural, voluminous look, with texture a popular way to drive innovation.
• Long-lasting hold remains a key area of new product development, with products incorporating plant-based ingredients and brightening/illuminating styling agents also featuring strongly in recent launches.
• Women connect their femininity and beauty to their hair, feeling more confident when their hair looks right, reflecting an emotive response.
• Penetration of hair styling products and haispray, along with per capita spend, peaks in Germany.
• While mousse, gels and sprays have a core consumer base formed of under-45s and ABs, use of aerosol hairspray is biased towards more mature women and lower income groups.
Introduction
Key points
Definition
Abbreviations
Executive Summary
The Market
Figure 1: Retail value sales of hair styling products, by country, 2005-15
Companies, Brands and Innovation
Figure 2: New product activity in styling products, % share by leading claims, Europe, Jan 2010-June 2011
Strength and Weaknesses in Brief
Strengths
Weaknesses
The Consumer
Figure 3: Frequency of using hair styling products (female users), by country, 2010
Figure 4: Frequency of using hair styling products (male users), by country, 2010
Figure 5: Bought hair styling products (eg heat protector, styling mousse) in the last 12 months, by country, March 2011
Figure 6: Average spend on hair styling products (per product) and on all haircare, by country, March 2011
Figure 7: Attitudes towards hair and haircare products, European average response, March 2011
European Market Size and Forecast
Key points
Figure 8: Retail value sales of hair styling products, by country, Big 5, €m/£m, 2005-15
Figure 9: Spend per capita on hair styling products, by country, €/£, 2005-15
Market Segmentation
Key points
France
Figure 10: Retail value sales of hair styling products, by type, France, 2010
Germany
Figure 11: Retail value sales of hair styling products, by type, Germany, 2010
Italy
Figure 12: Retail value sales of hair styling products, by type, Italy, 2010
Spain
Figure 13: Retail value sales of hair styling products, by type, Spain, 2010
UK
Figure 14: Retail value sales of hair styling products, by type, UK, 2010
Companies, Brands and Innovation
Key points
Global region
Figure 15: New product activity in styling products, % by global region, Jan 2010-June 2011
European region
Figure 16: New product activity in styling products, % by European country, Jan 2010-June 2011
Hair styling products by top claims
Figure 17: New product activity in styling products, % share by leading claims, Europe, Jan 2010-June 2011
Figure 18: Trends in new product activity in styling products, % share by leading claims, European Big 5, Jan 2008-June 2011
France
Competitive landscape
Figure 19: New product activity in styling products, % share by company, France, Jan 2010-June 2011
Innovation
Figure 20: New product launches in styling products, % share by claim, France Jan 2010-June 2011
Naturals trend
Holding on
Hair repair
Germany
Competitive landscape
Figure 21: New product activity in styling products, % share by company, Germany, Jan 2010-June 2011
Innovation
Figure 22: New product launches in styling products, % share by claim, GermanyJan 2010-June 2011
To have and to hold
Pump up the volume
Sustainable styling
Italy
Competitive landscape
Figure 23: New product activity in styling products, % share by company, Italy, Jan 2010-June 2011
Innovation
Figure 24: New product launches in styling products, % share by claim, Italy 2010-June 2011
Flexible hold
Glossy mane
Protection from heat and humidity
Spain
Competitive context
Figure 25: New product activity in styling products, % share by company, Spain, Jan 2010-June 2011
Innovation
Figure 26: New product launches in styling products, % share by claim, Spain, 2010-June 2011
Enriched with vitamins
Wet look
Frizz control
UK
Competitive context
Figure 27: New product activity in styling products, % share by company, UK, Jan 2010-June 2011
Innovation
Figure 28: New product launches in styling products, % share by claim, UK, 2010-June 2011
Added volume
Male talk
Improved green credentials
The Consumer – Product Usage
Key points
Women’s use of hair styling products
GB
Figure 29: Penetration and frequency of using hair styling products (hair gel, mousse, spray), by women, GB, 2008-10
Figure 30: Penetration and frequency of using hairspray (aerosol), by women, GB, 2008-10
France
Figure 31: Penetration and frequency of using hair styling products (hair gel, mousse, spray), by women, France, 2010
Spain
Figure 32: Penetration and frequency of using hair styling products (hair gel, mousse, spray), by women, Spain, 2008-10
Figure 33: Penetration and frequency of using hairspray (aerosol), by women, Spain, 2008-10
Germany
Figure 34: Penetration and frequency of using hair styling products (hair gel, mousse, spray), by women, Germany, 2010
Figure 35: Penetration and frequency of using hairspray (aerosol), by women, Germany, 2010
Men’s use of hair styling products
GB
Figure 36: Penetration and frequency of using hair styling products (hair gel, mousse, spray), by men, GB,
2006-10
2006-10
France
Figure 37: Penetration and frequency of using hair styling products (hair gel, mousse, spray), by men, France 2006-10
Spain
Figure 38: Penetration and frequency of using hair styling products (hair gel, mousse, spray), by men, Spain, 2006-10
Germany
Figure 39: Penetration and frequency of using hair styling products (hair gel, mousse, spray), by men, Germany, 2010
The Consumer – Products Bought by Price Bracket
Key points
Figure 40: Bought hair styling products (eg heat protector, styling mousse) in the last 12 months, by price bracket and by country, March 2011
Consumer – Attitudes towards Hair and Haircare Products
Key points
Figure 41: Attitudes towards hair and haircare products, by country, March 2011
Figure 42: Statements on hair and haircare products by high spenders on styling products, UK, March 2011
Figure 43: Statements on hair and haircare products by high spenders on styling products, France, March 2011
Figure 44: Statements on hair and haircare products by high spenders on styling products, Germany, March 2011
Figure 45: Statements on hair and haircare products by high spenders on styling products, Spain, March 2011
Figure 46: Statements on hair and haircare products by high spenders on styling products, Italy, March 2011
Appendix – Women’s Use of Hair Styling Products
Figure 47: Penetration and frequency of using hair styling products (hair gel, mousse, spray), by demographics, GB, 2010
Figure 48: Penetration and Frequency of using hair styling products(hair gel, mousse, spray) including hairspray, by demographics, France, 2010
Figure 49: Penetration and frequency of using hair styling products (hair gel, mousse, spray), by demographics, Spain, 2010
Figure 50: Penetration and frequency of using hair styling products (hair gel, mousse, spray), by demographics, Germany, 2010
Figure 51: Penetration and frequency of using hairspray (aerosol), by demographics, GB, 2010
Figure 52: Penetration and frequency of using hairspray (aerosol), by demographics, Spain, 2010
Figure 53: Penetration and frequency of using hairspray (aerosol), by demographics, Germany, 2010
Appendix – Men’s Use of Hair Styling Products
Figure 54: Penetration and frequency of using hair styling products (hair gel, mousse, spray), by demographics, GB, 2010
Figure 55: Penetration and frequency of using hair styling products (hair gel, mousse, spray), by demographics, France, 2010
Figure 56: Penetration and frequency of using hair styling products (hair gel, mousse, spray), by demographics, Spain, 2010
Figure 57: Penetration and frequency of using hair styling products (hair gel, mousse, spray)), by demographics, Germany, 2010
Appendix – Products Bought by Price Bracket
Figure 58: Hair styling product products bought in the last 12 months, by demographics, UK, March 2011
Figure 59: Hair styling product products bought in the last 12 months, by demographics, France, March 2011
Figure 60: Hair styling product products bought in the last 12 months, by demographics, Germany, March 2011
Figure 61: Hair styling product products bought in the last 12 months, by demographics, Spain, March 2011
Figure 62: Hair styling product bought in the last 12 months, by demographics, Italy, March 2011
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