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Hairdryers and Other Hair Styling Products - UK - January 2011

Personal grooming is an area that appears fairly recession-proof. Even when times are hard, consumers want to look good and often see personal toiletries and cosmetics as affordable treats that help to lift their mood and make them feel rewarded for their busy lives.

  • Ownership of hair styling products expanded by an estimated 4.4m adults over 2007-10. In 2010, over three quarters – 30 million – adults own a hairdryer, of which some two thirds are women.
  • The number of women owning straighteners rose from 4.6. in 2007 (35%) to 5.3m (45%) in 2010, as jump of 15% as more women adopt straighteners as an essential part of their regular hair regime.
  • When Mintel last examined this market in 2007 there were a myriad of brands, often with little to differentiate them. Subsequently, two household names, Braun and Morphy Richards, have decided to leave the UK market.
  • There has been a shift in habits over 2007-10, with fewer women visiting hairdressers, while those who do visit are tending to space out their trips. This means more women are looking after their hair at home and, arguably, keen to use appliances that give their hair the best results.
  • Six in ten women shop around on price and over half are happy with own-label, but around a quarter would buy top of the range products. For 10m women, quality matters more than price when they choose hair styling appliances.
  • Over a quarter of women – rising to four in ten 16-24s, say they couldn’t live without their straighteners. But one in four try not to use heated appliances too often indicating an element of caution about over-damaging their hair.

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Table of contents

  1. Issues in the Market

      • Key issues
        • Definitions
          • Abbreviations
          • Future Opportunities

              • Alpha Hair
                • Manly Tongs
                • Market in Brief

                  • Market bounces in 2010
                    • Advances in technology
                      • Fewer visits to the salon
                        • Great hair builds confidence
                          • Men getting involved
                            • Gifting is important
                              • Two big brands leave crowded market
                                • Four main customer types
                                • Internal Market Environment

                                  • Key points
                                    • Fewer visits to hairdressers
                                      • Figure 1: Frequency of visiting hairdressers, 2007-10
                                    • Older bias to visiting hairdressers
                                      • Figure 2: Frequency of visiting hairdressers, by age band, 2010
                                    • Keeping up appearances
                                      • Figure 3: Trends in attitudes towards appearance, 2006-10
                                    • Compromising on quality
                                      • Figure 4: Trends in attitudes towards purchasing, 2006-10
                                    • Higher socio-economic groups go for quality
                                      • Celebrity culture
                                        • Hair features in popular media
                                          • How prices of electrical goods are changing
                                            • Figure 5: CPI annual percentage change, major household and small electrical equipment, 2005-10*
                                          • Environmental issues and the EU
                                            • Energy saving hair dryers
                                            • Broader Market Environment

                                              • Key points
                                                • Consumer spending slow to recover
                                                  • Figure 6: GDP, PDI, consumer expenditure and savings, at current prices, 2005-15
                                                • More homes will drive volumes
                                                  • Figure 7: UK households, by size, 2005-15
                                                • Catering for an ageing population
                                                  • Figure 8: Trends in the age structure of the UK population, by gender, 2005-15
                                                • Trading up
                                                  • Figure 9: Forecast adult population trends, by socio-economic group, 2005-15
                                                • Girls with more to spend
                                                  • Figure 10: Population of women by socio-economic group, 2005-15
                                                • Online shopping increasingly important
                                                  • Figure 11: Home broadband penetration by age, 2010
                                              • Strengths and Weaknesses in the Market

                                                • Strengths
                                                  • Weaknesses
                                                  • Who’s Innovating?

                                                    • Key points
                                                      • Exclusive range for Comet
                                                        • Essentials range at Currys
                                                          • Remington follows Spin Curl Hairdryer with advanced Pearl Collection
                                                            • BaByliss creates waves
                                                              • Toni & Guy (Helen of Troy) introduce touch controls
                                                                • Toni & Guy win awards with Signature range
                                                                  • Cloud Nine vies for position against Ghd
                                                                    • Ghd adds colour options
                                                                      • Andrew Barton range launched August 2009
                                                                        • Mark Hill (Boots) creates a men’s straightener
                                                                        • Competitive Context

                                                                          • Key points
                                                                            • Competitive conditions and deflation depress growth
                                                                              • Figure 12: UK retail value sales for selected personal care and clothing categories, 2005-10
                                                                            • Innovation helps create more demand for self-treats
                                                                              • Weak demand for shavers
                                                                              • Market Size and Forecast

                                                                                • Key points
                                                                                  • Market depressed by price cutting
                                                                                    • Figure 13: UK value sales of electrical hair appliances, at current and constant prices, 2005-15
                                                                                    • Figure 14: UK unit sales of electrical hair appliances, and average price paid, 2005-15
                                                                                  • Thriftier to do hair at home
                                                                                    • Premium products aim for cult status
                                                                                      • Men buying into the market
                                                                                        • Forecast
                                                                                          • Figure 15: Best and worst case forecast of UK value sales of hair styling appliances, 2005-15
                                                                                          • Figure 16: Best and worst case forecast of UK volume sales of hair styling appliances, 2005-15
                                                                                      • Segment Performance

                                                                                        • Key points
                                                                                          • How spending breaks by value
                                                                                            • Figure 17: UK value sales of hair care appliances, % share by type, 2010
                                                                                          • Hair dryers
                                                                                            • Figure 18: UK value and unit sales of hair dryers, 2005-10
                                                                                          • Replacement drives demand
                                                                                            • Counteracting trends of premiumisation and discounting
                                                                                              • Plenty of brands but lacking standout
                                                                                                • Little development in “greener” products
                                                                                                  • Styling products
                                                                                                    • Figure 19: UK value and unit sales of hair straighteners/irons, 2005-10
                                                                                                  • The era of straighteners as a must-have
                                                                                                    • Men get going with straighteners
                                                                                                      • Countering price trends
                                                                                                        • Other hair care appliances
                                                                                                          • Figure 20: UK value and unit sales of other electrical hair styling appliances , 2005-10
                                                                                                        • Using straighteners to create waves
                                                                                                          • Rollers just too time consuming?
                                                                                                          • Market Shares

                                                                                                            • Key points
                                                                                                              • Brand shares
                                                                                                                • Figure 21: Brand shares in the total hair appliances market, by value, 2010
                                                                                                            • Companies and Products

                                                                                                              • Brand map
                                                                                                                • Figure 22: Brand map of the UK hair apliances market, major brands, January 2011
                                                                                                              • Two large brands exit UK haircare
                                                                                                                • Major players
                                                                                                                  • Conair
                                                                                                                    • Jemella (Ghd)
                                                                                                                      • Helen of Troy
                                                                                                                        • Philips
                                                                                                                          • Pulse Home Products
                                                                                                                            • Spectrum Brands (Remington/Russell Hobbs)
                                                                                                                              • Others
                                                                                                                                • Own labels/private labels
                                                                                                                                • Brand Communication and Promotion

                                                                                                                                  • Key points
                                                                                                                                    • Figure 23: Main monitored media advertising expenditure on electrical haircare appliances, 2006-10
                                                                                                                                  • Ghd leads advertising league
                                                                                                                                    • Figure 24: Main monitored advertising expenditure on electrical hair appliances, by company, 2006-10
                                                                                                                                  • 2009 advertising led by Ghd
                                                                                                                                    • Figure 25: Main media advertising, by company, 2009
                                                                                                                                  • Press and television are the preferred media
                                                                                                                                    • Figure 26: Main monitored advertising expenditure on electrical hair appliances, % share by media type, 2006-10
                                                                                                                                • Channels of Distribution

                                                                                                                                  • Key points
                                                                                                                                    • Retail shares of hair styling appliances
                                                                                                                                      • Figure 27: UK value sales of electrical hair appliances, by outlet type, 2010
                                                                                                                                    • Boots facing attack on market share
                                                                                                                                      • Grocers capitalise on convenience and value
                                                                                                                                        • Argos is a huge number two
                                                                                                                                          • Electrical stores under pressure from generalists
                                                                                                                                            • Amazon is the leading pureplay web-seller
                                                                                                                                            • The Consumer – Ownership and Usage

                                                                                                                                              • Key points
                                                                                                                                                • Ownership
                                                                                                                                                  • Rising ownership of hair styling products
                                                                                                                                                    • Figure 28: Trends in ownership of hair styling products, 2007-10
                                                                                                                                                  • Younger bias to women owning straighteners
                                                                                                                                                    • Figure 29: Ownership of hair styling products, women by age band, 2010
                                                                                                                                                  • Men get into hair styling
                                                                                                                                                    • Recent purchase
                                                                                                                                                      • Figure 30: Trends in ownership and recent purchase of electrical haircare appliances, 2007-10
                                                                                                                                                    • Average spend
                                                                                                                                                      • Hairdryers
                                                                                                                                                        • Figure 31: Expenditure on hairdryers in the past 12 months, 2006-10
                                                                                                                                                      • Hair straighteners
                                                                                                                                                        • Figure 32: Expenditure on Hair straighteners in the past 12 months, 2007-10
                                                                                                                                                      • Hair stylers
                                                                                                                                                        • Figure 33: Expenditure on heated styling brushes/tongs in the past 12 months, 2007-10
                                                                                                                                                    • The Consumer – Frequency of Using Hair Styling Appliances

                                                                                                                                                      • Key points
                                                                                                                                                          • Figure 34: Use of hair styling appliances at home for own hair, December 2010
                                                                                                                                                        • Essentials
                                                                                                                                                          • More potential to expand user-base
                                                                                                                                                            • Several infrequently used hair styling products
                                                                                                                                                              • Almost half of women usually leave their hair to dry naturally
                                                                                                                                                                • Items used but less often
                                                                                                                                                                  • Cupboards full of unwanted items?
                                                                                                                                                                    • Repertoire
                                                                                                                                                                      • Figure 35: Repertoire of hair styling appliances used at home for own hair, December 2010
                                                                                                                                                                  • The Consumer – Buying Behaviour

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Buying behaviour
                                                                                                                                                                        • Figure 36: Attitudes towards buying hair styling appliances, December 2010
                                                                                                                                                                      • Who shops around on price?
                                                                                                                                                                        • Online shopping
                                                                                                                                                                          • Buying at the salon
                                                                                                                                                                            • Taking advice
                                                                                                                                                                              • Ideal gifts
                                                                                                                                                                                • Quality wins out among younger shoppers
                                                                                                                                                                                • Consumer – Attitudes Towards Hair Appliances

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Must-have items
                                                                                                                                                                                        • Figure 37: Attitudes towards using hair styling appliances, December 2010
                                                                                                                                                                                      • Hair styling negatives
                                                                                                                                                                                        • Over half of under-35s use heat protectors
                                                                                                                                                                                          • Avoiding over use
                                                                                                                                                                                            • Over-55s not using styling products
                                                                                                                                                                                              • Risk of burns
                                                                                                                                                                                                • Boning up on the technology
                                                                                                                                                                                                  • Disappointing results
                                                                                                                                                                                                    • Multi-tasking
                                                                                                                                                                                                      • Make it snappy
                                                                                                                                                                                                        • Natural drying
                                                                                                                                                                                                        • Target Groups

                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                            • Four main customer types
                                                                                                                                                                                                              • Figure 38: Marketing targets for hair styling appliances, December 2010
                                                                                                                                                                                                            • Hair-mad (34%)
                                                                                                                                                                                                              • Who are they?
                                                                                                                                                                                                                • How are they using hair styling appliances?
                                                                                                                                                                                                                  • How they feel about buying hair appliances
                                                                                                                                                                                                                    • Their attitudes towards hair styling appliances
                                                                                                                                                                                                                      • TLC stylers (22%)
                                                                                                                                                                                                                        • Who are they?
                                                                                                                                                                                                                          • How are they using hair styling appliances?
                                                                                                                                                                                                                            • How they feel about buying hair appliances
                                                                                                                                                                                                                              • Their attitudes towards hair styling appliances
                                                                                                                                                                                                                                • Keep-on-top (19%)
                                                                                                                                                                                                                                  • Who are they?
                                                                                                                                                                                                                                    • How are they using hair styling appliances?
                                                                                                                                                                                                                                      • How they feel about buying hair appliances
                                                                                                                                                                                                                                        • Their attitudes towards hair styling appliances
                                                                                                                                                                                                                                          • Look-natural (25%)
                                                                                                                                                                                                                                            • Who are they?
                                                                                                                                                                                                                                              • How are they using hair styling appliances?
                                                                                                                                                                                                                                                • How they feel about buying hair appliances
                                                                                                                                                                                                                                                  • Their attitudes towards hair styling appliances
                                                                                                                                                                                                                                                  • Appendix – Internal Market Environment

                                                                                                                                                                                                                                                      • Figure 39: Frequency of visiting hairdressers, by demographics, 2010
                                                                                                                                                                                                                                                      • Figure 40: Attitude towards appearance, by demographics, 2010
                                                                                                                                                                                                                                                  • Appendix – Broader Market Environment

                                                                                                                                                                                                                                                      • Figure 41: Female working population, 2005-15
                                                                                                                                                                                                                                                      • Figure 42: Female working population, 2000-09
                                                                                                                                                                                                                                                      • Figure 43: Home broadband penetration, by demographics, 2004-10
                                                                                                                                                                                                                                                      • Figure 44: Attitudes towards purchasing, by demographics, 2010
                                                                                                                                                                                                                                                  • Appendix – Consumer Ownership and Usage

                                                                                                                                                                                                                                                      • Figure 45: Ownership of hair styling products, by demographics, 2010
                                                                                                                                                                                                                                                      • Figure 46: Ownership of hair styling products, by demographics, 2010
                                                                                                                                                                                                                                                    • Recent purchase
                                                                                                                                                                                                                                                      • Figure 47: Ownership and recent purchase of electrical hairdryers, by demographics, 2010
                                                                                                                                                                                                                                                      • Figure 48: Ownership and recent purchase of electrical hair straighteners, by demographics, 2010
                                                                                                                                                                                                                                                      • Figure 49: Ownership and recent purchase of electrical heated styling brushes/tongs, by demographics, 2010
                                                                                                                                                                                                                                                    • Average spend
                                                                                                                                                                                                                                                      • Figure 50: Expenditure on hair dryers in the past 12 months, by demographics, 2010
                                                                                                                                                                                                                                                  • Appendix – Consumer Frequency of Use

                                                                                                                                                                                                                                                      • Figure 51: Most popular hair styling appliances used as a part of regular grooming routine, by demographics, December 2010
                                                                                                                                                                                                                                                      • Figure 52: Most popular hair styling appliances used as part of occasional grooming, by demographics, December 2010
                                                                                                                                                                                                                                                      • Figure 53: Next most popular hair styling appliances used as part of occasional grooming, by demographics, December 2010
                                                                                                                                                                                                                                                      • Figure 54: Most popular hair styling appliances never used, by demographics, December 2010
                                                                                                                                                                                                                                                      • Figure 55: Next most popular hair styling appliances never used, by demographics, December 2010
                                                                                                                                                                                                                                                    • Repertoire
                                                                                                                                                                                                                                                      • Figure 56: Repertoire of hair styling appliances used at home for own hair, by demographics, December 2010
                                                                                                                                                                                                                                                  • Appendix – Consumer – Buying Behaviour

                                                                                                                                                                                                                                                      • Figure 57: Agreement with the statement “I would shop around for the best price and buy from wherever’s cheapest”, by demographics, December 2010
                                                                                                                                                                                                                                                      • Figure 58: Agreement with the statement “I would prefer to buy from a shop where I can see/feel the product”, by demographics, December 2010
                                                                                                                                                                                                                                                      • Figure 59: Agreement with the statement “I would prefer to buy on the internet”, by demographics, December 2010
                                                                                                                                                                                                                                                      • Figure 60: Agreement with the statement “I would prefer to buy from a hairdresser/salon”, by demographics, December 2010
                                                                                                                                                                                                                                                      • Figure 61: Agreement with the statement “I am more interested in quality than price, eg higher wattage, professional model”, by demographics, December 2010
                                                                                                                                                                                                                                                      • Figure 62: Agreement with the statement “I would be influenced by a personal recommendation from a friend/relative”, by demographics, December 2010
                                                                                                                                                                                                                                                      • Figure 63: Agreement with the statement “I have received a haircare appliance as a gift”, by demographics, December 2010
                                                                                                                                                                                                                                                      • Figure 64: Agreement with the statement “I would buy a haircare appliance as a gift”, by demographics, December 2010
                                                                                                                                                                                                                                                      • Figure 65: Agreement with the statement “I would be influenced by a recommendation from my hairdresser”, by demographics, December 2010
                                                                                                                                                                                                                                                      • Figure 66: Agreement with the statement “I would be influenced by adverts on television or in the press”, by demographics, December 2010
                                                                                                                                                                                                                                                      • Figure 67: Agreement with the statement “I would choose a hairdresser brand eg Vidal Sassoon, Nicky Clarke, that also sells hair products like styling gels or shampoos”, by demographics, December 2010
                                                                                                                                                                                                                                                      • Figure 68: Agreement with the statement “I would be happy with an own-label appliance eg argos, boots”, by demographics, December 2010
                                                                                                                                                                                                                                                      • Figure 69: Agreement with the statement “I would buy a top of the range appliance, regardless of cost, eg ghd”, by demographics, December 2010
                                                                                                                                                                                                                                                  • Appendix – Consumer – Attitudes Towards Using Hair Appliances

                                                                                                                                                                                                                                                      • Figure 70: Agreement with the statement “I use heat protector so heated appliances don’t damage my hair”, by demographics, December 2010
                                                                                                                                                                                                                                                      • Figure 71: Agreement with the statement “I don’t tend to use styling products with heated appliances”, by demographics, December 2010
                                                                                                                                                                                                                                                      • Figure 72: Agreement with the statement “I try not to use heated appliances too often”, by demographics, December 2010
                                                                                                                                                                                                                                                      • Figure 73: Agreement with the statement “It’s easy to burn yourself/furniture when using heated appliances”, by demographics, December 2010
                                                                                                                                                                                                                                                      • Figure 74: Agreement with the statement “I don’t understand what ion technology means for my hair”, by demographics, December 2010
                                                                                                                                                                                                                                                      • Figure 75: Agreement with the statement “I have some heated appliances that I don’t use anymore because I can’t get the result I want“, by demographics, December 2010
                                                                                                                                                                                                                                                      • Figure 76: Agreement with the statement “I couldn’t live without my straighteners”, by demographics, December 2010
                                                                                                                                                                                                                                                      • Figure 77: Agreement with the statement “I couldn’t live without my curlers/curling tongs”, by demographics, December 2010
                                                                                                                                                                                                                                                      • Figure 78: Agreement with the statement “I prefer appliances that allow you to create more than one look eg curls/waves or straight”, by demographics, December 2010
                                                                                                                                                                                                                                                      • Figure 79: Agreement with the statement “I always take a hairdryer/styling appliances when I go on holiday”, by demographics, December 2010
                                                                                                                                                                                                                                                      • Figure 80: Agreement with the statement “I don’t have much time for styling my hair, I like quick results”, by demographics, December 2010
                                                                                                                                                                                                                                                      • Figure 81: Agreement with the statement “I usually just let my hair dry naturally”, by demographics, December 2010
                                                                                                                                                                                                                                                  • Appendix – Target Groups

                                                                                                                                                                                                                                                      • Figure 82: Target groups, by demographics, December 2010
                                                                                                                                                                                                                                                      • Figure 83: Use hair styling appliances at home for own hair, by target groups, December 2010
                                                                                                                                                                                                                                                      • Figure 84: Attitudes towards buying a hair styling appliance, by target groups, December 2010
                                                                                                                                                                                                                                                      • Figure 85: Attitudes towards using hair styling appliances, by target groups, December 2010

                                                                                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                                                                                  • Alba plc
                                                                                                                                                                                                                                                  • Alliance Boots UK Retail
                                                                                                                                                                                                                                                  • Argos
                                                                                                                                                                                                                                                  • Asda Group Ltd
                                                                                                                                                                                                                                                  • BaByliss (UK)
                                                                                                                                                                                                                                                  • Braun GmbH
                                                                                                                                                                                                                                                  • Breville
                                                                                                                                                                                                                                                  • Comet Group Ltd
                                                                                                                                                                                                                                                  • Council of Mortgage Lenders
                                                                                                                                                                                                                                                  • Gillette UK Ltd
                                                                                                                                                                                                                                                  • Good Hair Day (GHD)
                                                                                                                                                                                                                                                  • John Lewis Partnership
                                                                                                                                                                                                                                                  • Kantar Media
                                                                                                                                                                                                                                                  • Mark Hill Salon
                                                                                                                                                                                                                                                  • Morphy Richards Ltd
                                                                                                                                                                                                                                                  • Nicky Clarke
                                                                                                                                                                                                                                                  • Philips Consumer Electronics UK
                                                                                                                                                                                                                                                  • Remington Consumer Products Ltd (UK)
                                                                                                                                                                                                                                                  • Royal Philips Electronics
                                                                                                                                                                                                                                                  • Russell Hobbs
                                                                                                                                                                                                                                                  • Sanyo Europe Limited
                                                                                                                                                                                                                                                  • Skechers USA Inc
                                                                                                                                                                                                                                                  • Ted Baker
                                                                                                                                                                                                                                                  • Tesco Plc
                                                                                                                                                                                                                                                  • Toni & Guy
                                                                                                                                                                                                                                                  • Vidal Sassoon
                                                                                                                                                                                                                                                  • Visiq B.V.
                                                                                                                                                                                                                                                  • Wilkinson Sword Limited
                                                                                                                                                                                                                                                  • Wm Morrison Supermarkets

                                                                                                                                                                                                                                                  Hairdryers and Other Hair Styling Products - UK - January 2011

                                                                                                                                                                                                                                                  £1,750.00 (Excl.Tax)