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Haircare - US - May 2011

This report builds on the analysis presented in Mintel’s Haircare: Shampoo, Conditioner, and Hair Styling Products—U.S., April 2010, April 2008, March 2007, March 2006, March 2005, and March 2003, and Hair Styling Products—U.S., April 2008.

For the purposes of this report, Mintel has defined the following as haircare products.

Shampoo and conditioners sold through retail channels for consumer use to cleanse and condition hair and/or scalp, including the following:

  • medicated or antidandruff formulas
  • two-in-one shampoo/conditioner combinations
  • leave-in conditioners and creams
  • intensive treatment conditioners
  • shampoo and conditioner
  • hair spray and spritz
  • styling gel and mousse

Specifically excluded from the report are the following:

  • baby shampoos
  • two-in-one shower gels that are suitable for hair and body washing
  • hair coloring products
  • home perm/hair kits
  • hair growth products
  • hair accessories

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • Category overview
                        • Shampoo sales nearly flat
                          • Conditioner sales decline
                            • Fewer hairstyles require gels and mousse
                              • Spray/spritz still needed to maintain styles
                                • Retail channel snapshot
                                  • Hispanics bring good news for the category
                                    • An aging population creates new marketing opportunities
                                      • Haircare doesn’t inspire brand loyalty
                                        • Leading companies in FDMx outlets
                                          • Brand snapshots
                                            • Purchasing behavior
                                              • Preferred product qualities
                                                • Attitudes toward salon and nonsalon products
                                                • Insights and Opportunities

                                                  • An ongoing interest for natural and organic
                                                    • The multisensory bottle
                                                      • Figure 1: Product qualities that influence purchase for hair styling products, by age, January 2011
                                                    • Male-specific products court younger men
                                                      • Figure 2: Suave Men 3-in-1, April 2011
                                                    • Haircare products for the older American
                                                      • Figure 3: Redken Time Reset, April 2011
                                                      • Figure 4: Rogaine Foam, April 2011
                                                  • Inspire Insights

                                                      • Trend: Men Shopping Badly
                                                      • Market Size and Forecast

                                                        • Key points
                                                          • A modest category recovery
                                                            • Figure 5: Total U.S. sales and forecast of haircare products at current prices, 2005-15
                                                            • Figure 6: Total U.S. sales and forecast of haircare products at inflation-adjusted prices, 2005-15
                                                          • Walmart sales
                                                          • Market Drivers

                                                            • Key points
                                                              • Still frugal
                                                                • Hispanics use haircare products more often
                                                                    • Figure 7: U.S. Hispanic population, by age, 2006-16
                                                                    • Figure 8: Product usage frequency, by race and Hispanic origin, July 2009-Sept. 2010
                                                                  • An aging America poses a threat to category growth
                                                                    • Figure 9: Population, by age, 2006-16
                                                                    • Figure 10: Product usage, by age, July 2009-Sept. 2010
                                                                  • Current hair styles
                                                                  • Competitive Context

                                                                    • Interest in private label grows
                                                                      • Figure 11: Examples of store brands, haircare, 2011
                                                                    • Four companies dominate
                                                                    • Segment Performance

                                                                      • Key points
                                                                        • Shampoo a necessity; conditioner negotiable
                                                                          • Gel loses ground to sprays
                                                                            • Figure 12: U.S. sales and forecast of haircare products at current prices, by segment, 2005-15
                                                                          • Shampoo dominates category sales
                                                                            • Figure 13: U.S. sales of haircare products, by segment, 2009 and 2010
                                                                        • Segment Performance—Shampoo

                                                                          • Key points
                                                                            • Shampoo remains buoyant
                                                                              • Figure 14: U.S. sales and forecast of shampoo, 2005-15
                                                                          • Segment Performance—Conditioner

                                                                            • Key points
                                                                              • Sales of conditioner on the mend
                                                                                • Figure 15: U.S. sales and forecast of conditioner, 2005-15
                                                                            • Segment Performance—Gel/Mousse

                                                                              • Key points
                                                                                • Segment sales not gelling
                                                                                  • Figure 16: U.S. sales and forecast of gel/mousse, 2005-15
                                                                              • Segment Performance—Spray/Spritz

                                                                                • Key points
                                                                                  • Spray/spritz standing strong
                                                                                    • Figure 17: U.S. sales and forecast of spray/spritz, 2005-15
                                                                                • Leading Companies

                                                                                  • Key points
                                                                                    • Alberto-Culver shows strongest gains
                                                                                      • Private label thriving
                                                                                        • Figure 18: FDMx sales of haircare products, 2010 and 2011
                                                                                    • Brand Share—Shampoo

                                                                                      • Key points
                                                                                        • L’Oréal goes natural and Unilever gets men
                                                                                          • Right price and formulation drive sales of Alberto-Culver brands
                                                                                            • Pantene getting its bounce back
                                                                                              • Figure 19: FDMx sales of shampoo, 2010 and 2011
                                                                                          • Brand Share—Conditioner

                                                                                            • Key points
                                                                                              • Consumers like the new Pantene
                                                                                                • Natural formulations are winners for L’Oréal and Alberto-Culver
                                                                                                  • Value and private label grow
                                                                                                    • Figure 20: FDMx sales of conditioner, 2010 and 2011
                                                                                                • Brand Share—Gel/Mousse

                                                                                                  • Key points
                                                                                                    • Pantene and AXE ‘stick’ out
                                                                                                      • Mixed performance for L’Oréal
                                                                                                        • Henkel holds up
                                                                                                          • Figure 21: FDMx sales of gel/mousse, 2010 and 2011
                                                                                                      • Brand Share—Spray/Spritz

                                                                                                        • Key points
                                                                                                          • L’Oréal leads
                                                                                                            • Alberto-Culver stands up
                                                                                                              • Private label grows
                                                                                                                • Figure 22: FDMx sales of spray/spritz, 2010 and 2011
                                                                                                            • Retail Channels

                                                                                                              • Key points
                                                                                                                • All channels see sales decline
                                                                                                                  • Looking ahead
                                                                                                                    • Figure 23: Total U.S. Total U.S. sales of haircare products, by channel, 2008 and 2010
                                                                                                                • Retail Channels—Supermarkets

                                                                                                                  • Key points
                                                                                                                    • Supermarkets get squeezed from all sides
                                                                                                                      • Kroger’s private label brand
                                                                                                                        • Figure 24: Supermarket sales of haircare products, 2005-10
                                                                                                                    • Retail Channels—Drug Stores

                                                                                                                      • Key points
                                                                                                                        • Drug stores remain beauty destinations
                                                                                                                          • Partnerships are strengthened
                                                                                                                            • Figure 25: Drug Store sales of haircare products, 2005-10
                                                                                                                        • Retail Channels—Other

                                                                                                                          • Key points
                                                                                                                            • Salons suffer declines
                                                                                                                              • Target increases its black haircare portfolio
                                                                                                                                • Figure 26: Other Store sales of haircare products, 2005-10
                                                                                                                            • Brand Qualities

                                                                                                                              • Pantene successfully rebrands
                                                                                                                                • Head & Shoulders teams up with Troy Polamalu
                                                                                                                                  • Garnier Fructis gets seriously hip
                                                                                                                                  • Innovations and Innovators

                                                                                                                                    • Overview
                                                                                                                                      • Figure 27: Type and number of new claims, February 2010-11
                                                                                                                                    • P&G, L’Oréal, and Unilever have most claims
                                                                                                                                      • Figure 28: Number of product variants, by top companies, February 2010-11
                                                                                                                                    • Healthy is the coin of the realm
                                                                                                                                      • A natural appeal
                                                                                                                                        • Convenience calls
                                                                                                                                          • Healing properties
                                                                                                                                          • Marketing Strategies

                                                                                                                                            • Overview
                                                                                                                                              • Figure 29: Advertising expenditures, by brand leaders, 2008-09
                                                                                                                                            • A magical journey with Clairol Herbal Essences
                                                                                                                                              • Figure 30: Clairol Herbal Essences, television ad, 2011
                                                                                                                                            • Suave goes upscale
                                                                                                                                              • Figure 31: Suave Professionals Styling Line, television ad, 2011
                                                                                                                                            • Head & Shoulders and the perils of dandruff
                                                                                                                                              • Figure 32: Head & Shoulders Itchy Scalp Care, television ad, 2011
                                                                                                                                            • In control with TRESemmé Climate Control
                                                                                                                                              • Figure 33: TRESemmé Climate Control, television ad, 2011
                                                                                                                                            • AXE equals sex appeal
                                                                                                                                              • Figure 34: AXE Hair Products, television ad, 2010
                                                                                                                                            • Social media tools and tactics
                                                                                                                                              • Garnier Fructis: using Facebook to build the brand
                                                                                                                                                • TRESemmé: The website is the key
                                                                                                                                                  • Pantene is bilingual on Facebook
                                                                                                                                                    • AXE is sex appeal
                                                                                                                                                    • Product Usage

                                                                                                                                                      • Key points
                                                                                                                                                        • More than nine in 10 use shampoo
                                                                                                                                                          • Figure 35: Product usage, by gender, July 2009-Sept. 2010
                                                                                                                                                        • Product usage (excluding hair spray) declines with age
                                                                                                                                                          • Figure 36: Product usage, by age, July 2009-Sept. 2010
                                                                                                                                                        • Use of haircare products declines after age 55
                                                                                                                                                          • Figure 37: Product usage frequency, by age, July 2009-Sept. 2010
                                                                                                                                                      • Types of Haircare Products Used

                                                                                                                                                        • Key points
                                                                                                                                                          • A minority use any special shampoo
                                                                                                                                                            • Figure 38: Types of shampoo used, by gender, July 2009-Sept. 2010
                                                                                                                                                          • Types of shampoo used changes with age
                                                                                                                                                            • Figure 39: Types of shampoo used, by age, July 2009-Sept. 2010
                                                                                                                                                          • More than a third of respondents use conditioner
                                                                                                                                                            • Figure 40: Type of conditioner used, by gender, July 2009-Sept. 2010
                                                                                                                                                        • Purchasing Behavior

                                                                                                                                                          • Key points
                                                                                                                                                            • Women buy different shampoo for different family members
                                                                                                                                                              • Figure 41: Purchase behavior for family members, by gender, January 2011
                                                                                                                                                            • 25-44s more likely to buy shampoo, conditioner for family
                                                                                                                                                              • Figure 42: Purchase behavior for family members, by age, January 2011
                                                                                                                                                            • Fragrance and more influence women; packaging and habit influence men
                                                                                                                                                              • Figure 43: Purchase influence for conditioner, by gender, January 2011
                                                                                                                                                            • Product benefits and recommendations important to women buying conditioner
                                                                                                                                                              • Figure 44: Purchase influence for hairstyling products, by gender, January 2011
                                                                                                                                                            • Price, fragrance, and more drive purchase of hairstyling products with those aged 18-34
                                                                                                                                                              • Figure 45: Purchase influence for hairstyling products, by age, January 2011
                                                                                                                                                          • Important Product Qualities

                                                                                                                                                            • Key points
                                                                                                                                                              • Ease of use is very important for purchase of shampoos and conditioners
                                                                                                                                                                • Figure 46: Product qualities necessary for purchase, by gender, January 2011
                                                                                                                                                              • Younger respondents want products from sustainable sources
                                                                                                                                                                • Figure 47: Product qualities necessary for purchase, by age, January 2011
                                                                                                                                                              • Price, smell, and promotion drive purchases of shampoo
                                                                                                                                                                • Figure 48: Purchase factors, by gender, January 2011
                                                                                                                                                              • Scent, benefits, recommendations, and more motivate 18-24s
                                                                                                                                                                • Figure 49: Purchase factors, by age, January 2011
                                                                                                                                                            • Brand Loyalty and Usage

                                                                                                                                                              • Key points
                                                                                                                                                                • A minority is brand loyal
                                                                                                                                                                  • Figure 50: Overall brand usage, by gender, January 2011
                                                                                                                                                                • Suave, Pantene Pro-V, and Head & Shoulders shampoo popular with respondents
                                                                                                                                                                  • Figure 51: Brands of shampoo used, by gender, July 2009-Sept. 2010
                                                                                                                                                                • Pantene Pro-V and Dove most used conditioners
                                                                                                                                                                  • Figure 52: Brands of conditioner used, by age, July 2009-Sept. 2010
                                                                                                                                                              • Attitudes and Motivations

                                                                                                                                                                • Key points
                                                                                                                                                                  • Women like products designed for their hair
                                                                                                                                                                    • Figure 53: Attitudes about use of shampoo and conditioner, by gender, January 2011
                                                                                                                                                                  • 25-44s still searching for the perfect product
                                                                                                                                                                    • Figure 54: Attitudes about use of shampoo and conditioner, by age, January 2011
                                                                                                                                                                  • More affluent use specific shampoos and conditioners
                                                                                                                                                                    • Figure 55: Attitudes about use of shampoo and conditioner, by household income, January 2011
                                                                                                                                                                • Salon versus Nonsalon Brands

                                                                                                                                                                  • Key points
                                                                                                                                                                    • 25-34s more likely to use salon name brands
                                                                                                                                                                      • Figure 56: Salon or store brands used, by age, January 2011
                                                                                                                                                                  • Attitudes Toward Quality of Salon and Nonsalon Products

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Women think salon products are worth the price
                                                                                                                                                                        • Figure 57: Attitudes about quality of shampoo and conditioner, by gender, January 2011
                                                                                                                                                                      • 25-44s think salon products are better
                                                                                                                                                                        • Figure 58: Attitudes about quality of shampoo and conditioner, by age, January 2011
                                                                                                                                                                    • Teen Usage

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Girls more likely to use conditioner and more
                                                                                                                                                                          • Figure 59: Haircare product usage among teens, by gender and age, April 2009-June 2010
                                                                                                                                                                        • Girls use more kinds of shampoo than boys
                                                                                                                                                                          • Figure 60: Types of shampoo used among teens, by gender and age, April 2009-June 2010
                                                                                                                                                                      • Impact of Race and Hispanic Origin

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Blacks more likely to use shampoo for specific reasons
                                                                                                                                                                            • Figure 61: Types of shampoo used, by race and Hispanic origin, July 2009-Sept. 2010
                                                                                                                                                                          • Use of shampoo changes with ethnicity
                                                                                                                                                                            • Figure 62: Brands of shampoo used, by race and Hispanic origin, July 2009-Sept. 2010
                                                                                                                                                                          • Protection against the elements and eco-friendly important to blacks, Asians, and Hispanics
                                                                                                                                                                            • Figure 63: Product qualities necessary for purchase, by race and Hispanic origin, January 2011
                                                                                                                                                                          • Different factors drive purchase decisions for different ethnicities
                                                                                                                                                                            • Figure 64: Purchase factors, by race and Hispanic origin, January 2011
                                                                                                                                                                        • Custom Consumer Groups

                                                                                                                                                                            • The presence of children changes everything
                                                                                                                                                                                • Figure 65: Purchase behavior for family members, by gender and presence of children in household, January 2011
                                                                                                                                                                              • Parents want haircare products that protect and are green
                                                                                                                                                                                  • Figure 66: Product qualities necessary for purchase, by marital status and presence of children in household, January 2011
                                                                                                                                                                              • Cluster Analysis

                                                                                                                                                                                  • Brand Mixers
                                                                                                                                                                                    • Demographics
                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                          • Name Brand Loyalists
                                                                                                                                                                                            • Demographics
                                                                                                                                                                                              • Characteristics
                                                                                                                                                                                                • Opportunity
                                                                                                                                                                                                  • Salon Specific
                                                                                                                                                                                                    • Demographics
                                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                                          • Characteristic tables
                                                                                                                                                                                                            • Figure 67: Haircare clusters, January 2011
                                                                                                                                                                                                            • Figure 68: Importance of product display, by haircare clusters, January 2011
                                                                                                                                                                                                            • Figure 69: Overall brand usage, by haircare clusters, January 2011
                                                                                                                                                                                                            • Figure 70: Usage of name brand or salon product, by haircare clusters, January 2011
                                                                                                                                                                                                            • Figure 71: Attitudes toward product efficacy and desired qualities, by haircare clusters, January 2011
                                                                                                                                                                                                            • Figure 72: Important shampoo/conditioner qualities, by haircare clusters, January 2011
                                                                                                                                                                                                          • Demographic tables
                                                                                                                                                                                                            • Figure 73: Haircare clusters, by gender, January 2011
                                                                                                                                                                                                            • Figure 74: Haircare clusters, by age, January 2011
                                                                                                                                                                                                            • Figure 75: Haircare clusters, by household income, January 2011
                                                                                                                                                                                                            • Figure 76: Haircare clusters, by race, January 2011
                                                                                                                                                                                                            • Figure 77: Haircare clusters, by Hispanic origin, January 2011
                                                                                                                                                                                                          • Cluster methodology
                                                                                                                                                                                                          • IRI/Builders—Key Household Purchase Measures for Haircare

                                                                                                                                                                                                              • Shampoo
                                                                                                                                                                                                                • Regular shampoo
                                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                                    • Figure 78: Brand map, selected brands of regular shampoo buying rate, by household penetration, 2010*
                                                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                                                      • Figure 79: Key purchase measures for the top brands of regular shampoo, by household penetration, 2010*
                                                                                                                                                                                                                    • Hair conditioner
                                                                                                                                                                                                                      • Brand map
                                                                                                                                                                                                                        • Figure 80: Brand map, selected brands of hair conditioner buying rate, by household penetration, 2010*
                                                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                                                          • Figure 81: Key purchase measures for the top brands of hair conditioner, by household penetration, 2010*
                                                                                                                                                                                                                        • Hair spray
                                                                                                                                                                                                                          • Brand map
                                                                                                                                                                                                                            • Figure 82: Brand map, selected brands of hair spray buying rate, by household penetration, 2010*
                                                                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                                                                              • Figure 83: Key purchase measures for the top brands of hair spray, by household penetration, 2010*
                                                                                                                                                                                                                            • Hair styling gel/mousse
                                                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                                                • Figure 84: Brand map, selected brands of hair styling gel/mousse buying rate, by household penetration, 2010*
                                                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                                                  • Figure 85: Key purchase measures for the top brands of hairstyling gel/mousse, by household penetration, 2010*
                                                                                                                                                                                                                              • Appendix: Other Useful Tables

                                                                                                                                                                                                                                • Women have more scalp conditions
                                                                                                                                                                                                                                  • Figure 86: Hair and scalp conditions, by gender, January 2011
                                                                                                                                                                                                                                • Boys use gel; girls use cream, lotion, etc.
                                                                                                                                                                                                                                  • Figure 87: Types of hairstyling product used among teens, by gender and age, April 2009-June 2010
                                                                                                                                                                                                                              • Appendix—Trade Associations

                                                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                                                • Alberto-Culver USA Inc
                                                                                                                                                                                                                                • Alterna Inc.
                                                                                                                                                                                                                                • American Crew, Inc.
                                                                                                                                                                                                                                • American Health and Beauty Aids Institute (AHBAI)
                                                                                                                                                                                                                                • Aveda
                                                                                                                                                                                                                                • Avon USA
                                                                                                                                                                                                                                • Bath & Body Works
                                                                                                                                                                                                                                • Colomer
                                                                                                                                                                                                                                • CVS Caremark Corporation
                                                                                                                                                                                                                                • Duane Reade, Inc
                                                                                                                                                                                                                                • ESPN, Inc.
                                                                                                                                                                                                                                • Estée Lauder Companies Inc. (The)
                                                                                                                                                                                                                                • Facebook, Inc.
                                                                                                                                                                                                                                • Food and Drug Administration
                                                                                                                                                                                                                                • Food Products Association
                                                                                                                                                                                                                                • Grocery Manufacturers of America (GMA)
                                                                                                                                                                                                                                • Harrods Group Total
                                                                                                                                                                                                                                • Henkel Corporation
                                                                                                                                                                                                                                • Independent Cosmetic Manufacturers and Distributors Inc. (ICMAD)
                                                                                                                                                                                                                                • John Frieda
                                                                                                                                                                                                                                • Johnson & Johnson
                                                                                                                                                                                                                                • Kao Corporation
                                                                                                                                                                                                                                • L'Oréal Canada
                                                                                                                                                                                                                                • L'Oréal USA
                                                                                                                                                                                                                                • Lloyd's
                                                                                                                                                                                                                                • LORNAMEAD GROUP
                                                                                                                                                                                                                                • Mercedes-Benz USA
                                                                                                                                                                                                                                • National Association of Chain Drug Stores (NACDS)
                                                                                                                                                                                                                                • National Broadcasting Company, Inc. (NBC)
                                                                                                                                                                                                                                • National Football League Inc.
                                                                                                                                                                                                                                • Neutrogena Corporation
                                                                                                                                                                                                                                • Nexxus
                                                                                                                                                                                                                                • Nintendo of America Inc.
                                                                                                                                                                                                                                • P&G-Clairol, Inc.
                                                                                                                                                                                                                                • Personal Care Products Council
                                                                                                                                                                                                                                • Procter & Gamble Company (The)
                                                                                                                                                                                                                                • Procter & Gamble USA
                                                                                                                                                                                                                                • Revlon USA
                                                                                                                                                                                                                                • Schwarzkopf & Henkel
                                                                                                                                                                                                                                • Shiseido International
                                                                                                                                                                                                                                • Society of Cosmetic Chemists (SCC)
                                                                                                                                                                                                                                • Target Corporation
                                                                                                                                                                                                                                • The Bravo Group
                                                                                                                                                                                                                                • The New York Times Company
                                                                                                                                                                                                                                • Twitter, Inc.
                                                                                                                                                                                                                                • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                • U.S. Bureau of the Census
                                                                                                                                                                                                                                • U.S. Department of Agriculture
                                                                                                                                                                                                                                • Unilever USA
                                                                                                                                                                                                                                • Victoria's Secret
                                                                                                                                                                                                                                • Walgreen Co
                                                                                                                                                                                                                                • Walmart Stores (USA)
                                                                                                                                                                                                                                • Whole Foods Market Inc
                                                                                                                                                                                                                                • Women's Wear Daily (WWD)
                                                                                                                                                                                                                                • YouTube, Inc.

                                                                                                                                                                                                                                Haircare - US - May 2011

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