Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Home Hair Color - US - February 2015

"Sales of home hair color remain stagnant, as consumers are increasingly reliant on the salon for hair coloring services. Still, growth opportunities exist in the more than $2 billion category, including hair color products that promote hair health and salon-quality results. Focusing on relatively untapped demographics, such as men and older adults, could also yield solid results."

- Shannon Romanowski, Senior Beauty & Personal Care Analyst

This report covers the following areas:

  • Category sales are stagnant
  • Salon market is impacting growth of home hair color
  • Concerns about results, hair damage

Competition from the salon market, the emergence of online color services, and concerns about hair health are all putting pressure on sales of home hair color products. As a result, salon-quality results, customization, and gentler formulas are becoming increasingly important attributes in the category. In addition, a wider array of area-specific and less permanent options such as root touch-ups and temporary color could make the category more compelling. Lastly, customized offerings for relatively untapped demographics including men, older adults, and multicultural consumers could help stabilize category growth.

 
Sample report

Take a look inside a sample report

Mintel’s consumer reports deliver insight and expert analysis into key consumer trends and behaviour in your marketplace, in addition to an overview of the market data and key brands. Mintel’s consumer reports provide you with easily digestible information to guide your future innovation and move your business forward.

Download now

 

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Category sales are stagnant
            • Figure 1: Total US sales and fan chart forecast of home hair color, at current prices, 2009-19
          • Salon market is impacting growth of home hair color
            • Figure 2: Types of hair coloring services done, November 2014
          • Concerns about results, hair damage
            • Figure 3: Attitudes toward hair damage and results, November 2014
          • The opportunities
            • Focus on men
              • Figure 4: Spent more time on hair coloring, by gender, November 2014
            • Emphasize healthy hair
              • Figure 5: Any interest in healthy hair concepts, November 2014
            • Go beyond gray coverage
              • Figure 6: select attitudes toward hair coloring and any interest in anti-aging hair color, November 2014
            • What it means
            • The Market – What You Need to Know

              • What you need to know
              • The Market – Market Size and Forecast

                • Historic and projected sales performance for home hair color
                  • Figure 7: Total US sales and fan chart forecast of home hair color, at current prices, 2009-19
                  • Figure 8: Total US sales and forecast of home hair color, at current prices, 2009-19
              • The Market – Market Perspective

                • Hair color losing share
                  • Figure 9: Sales of haircare, by segment, 2011 and 2013
              • The Market – Market Factors

                • Economic growth benefits salon market
                  • Growth among younger male population
                    • Figure 10: Male population by age, 2009-19
                  • Population shifts make hair coloring population more diverse
                    • Figure 11: Population by race and Hispanic origin, percent change 2014-19
                  • Rise in functional hair color claims
                    • Figure 12: Select functional and natural home hair color claims, by share, 2013 and 2014
                • Key Players – What You Need to Know

                  • What you need to know
                  • Key Players – Manufacturer Sales of Home Hair Color

                    • Amid category declines, leading brands struggle to grow
                      • Figure 13: Manufacturer sales of home hair color, 2013 and 2014
                  • Key Players – What’s Working?

                    • Anti-aging hair color
                      • Figure 14: MULO sales of Clairol Expert Collection Age Defy, 52 weeks ending Nov. 2, 2014
                    • Root touch-ups
                      • Figure 15: MULO sales of Clairol Nice n’ Easy Root Touch-up, 52 weeks ending Nov. 2, 2014
                    • Temporary hair color
                      • Figure 16: MULO sales of select temporary hair color products, 2013 and 2014
                  • Key Players – What’s Struggling?

                    • Highlighting kits
                      • Figure 17: MULO sales of select highlighting products, 2013 and 2014
                  • Key Players – What’s Next?

                    • New formats
                      • Online services
                        • Salon-quality results
                        • The Consumer – What You Need to Know

                          • What you need to know
                          • The Consumer – Hair Color Services

                            • Permanent hair color most common service
                                • Figure 18: Types of hair coloring services done, November 2014
                              • The home hair color consumer
                                • Figure 19: Use of home hair coloring products, by gender, August 2013-September 2014
                              • The salon hair color consumer
                              • The Consumer – Frequency of Use

                                • Despite decreased usage, frequency of home hair coloring increases with age
                                    • Figure 20: Frequency of home hair coloring products used in past 12 months, by age, August 2013-September 2014
                                • The Consumer – Hair Color and Level of Gray

                                  • Most adults have some grays
                                    • Figure 22: Any type of hair color service, by level of gray, November 2014
                                  • Darker hair colors most prevalent among adults
                                    • Figure 21: Level of gray and hair color, November 2014
                                • The Consumer – Time Spent

                                  • Men spending more time in the category
                                      • Figure 23: Spent more time on hair coloring, by gender, November 2014
                                  • The Consumer – Purchase Influencers

                                    • Shade selection is important, though gender reveals differences in how people shop the category
                                        • Figure 24: Purchase influencers, any rank, November 2014
                                    • The Consumer – Interest in New Products

                                      • Women interested in hair health, men looking for customization
                                        • Figure 25: Interest in new products and benefits, November 2014
                                      • Women focus on hair health, results
                                        • Men looking for customization, convenience
                                            • Figure 26: Any interest in select new products and benefits, by gender, November 2014
                                        • The Consumer – Attitudes Toward Hair Coloring

                                          • Looking younger is a key motivator for coloring hair
                                            • Opportunity for products, information that simplifies hair coloring process
                                                • Figure 27: Select attitudes toward hair coloring, by gender, November 2014
                                            • Appendix – Data Sources and Abbreviations

                                              • Data sources
                                                • Sales data
                                                  • Fan chart forecast
                                                    • Consumer survey data
                                                      • Abbreviations and terms
                                                        • Abbreviations
                                                        • Appendix – Market

                                                            • Figure 28: Total US sales and forecast of home hair color, at inflation-adjusted prices, 2009-19
                                                            • Figure 29: Total US retail sales of home hair color, by channel, at current prices, 2012 and 2014
                                                            • Figure 30: Changes in DPI (disposable personal income), 2007-14
                                                            • Figure 31: Thomson Reuters/University of Michigan Index of Consumer Sentiment, 2007-14

                                                        Companies Covered

                                                        • Walmart Stores (USA)

                                                        Home Hair Color - US - February 2015

                                                        £3,277.28 (Excl.Tax)