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

Men's Haircare - UK - April 2015

“New product development in the Men’s haircare category has seen an overall decline, despite trends in men’s hair styles favouring higher maintenance longer hair. With longer hair trends looking set to stay, haircare brands can do more to offer products that reflect the latest fashions. Young men pose opportunities with their greater interest in wanting more specific help, suggesting that education is important to encourage further growth in this category, particularly for the conditioner segment which has declined in value in 2014. With low use of dry shampoo amongst men, there are opportunities to reposition dry shampoo to appeal to men, whose hair needs are very different to women’s.”
– Roshida Khanom, Senior Personal Care Analyst

This report looks at the following areas:

  • New launches have shown a decline
  • Young men want more specific help
  • Build-up on hair may be driving down sales of conditioner
  • Dry shampoo could be positioned as a styling aid

The Men’s haircare category has shown modest growth in 2014, despite declines in both launch activity and advertising spend. Men show high frequency of usage when it comes to styling products, with over a third of users of styling products using them once a day or more. Younger men in particular show high usage across haircare products, and with longer hairstyles in fashion, there are new opportunities for innovation and product positioning to this demographic.

Education will be essential to boost further growth in this market, with over a third of non-users of some/all haircare products agreeing that their hair does not need styling regularly and just under a quarter only using haircare products when they think their hair needs it. In addition, just under half of male haircare users agree that men’s and women’s haircare products do the same thing. Men also show concern when it comes to haircare products, with 67% of users agreeing that using too many products is damaging to hair.

Within this report we investigate men’s hair types and concerns, haircare products used and frequency of usage. We also investigate the preference for using budget vs prestige brands, interest in new innovations and attitudes towards haircare, as well as reasons for not using some/all haircare products.

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. Introduction

      • Products covered in this report
        • Abbreviations
        • Executive Summary

            • Men’s haircare sees modest growth
              • Figure 1: UK best- and worst-case forecast for the UK men’s haircare market, 2009-19
            • Men show greater interest in their health and appearance
              • Recent years see decline in new launches
                • Figure 2: New launches in the UK men’s haircare market, branded vs own-label, 2011-14
              • Working men have a greater range of products
                • Figure 3: Haircare products currently used, February 2015
              • Conditioning offers innovation opportunities
                • Figure 4: Interest in new innovations, February 2015
              • What we think
              • Issues and Insights

                  • New launches have shown a decline
                    • The facts
                      • The implications
                        • Young men want more specific help
                          • The facts
                            • The implications
                              • Build-up on hair may be driving down sales of conditioner
                                • The facts
                                  • The implications
                                    • Dry shampoo could be positioned as a styling aid
                                      • The facts
                                        • The implications
                                        • Trend Application

                                            • Trend: Fauxthenticity
                                              • Trend: Guiding Choice
                                                • Trend: Nouveau Poor
                                                • Market Drivers

                                                  • Key points
                                                    • Rise in young professionals
                                                      • Figure 5: Trends in age structure of the UK male population, 2009-19
                                                    • Men more involved in their appearance
                                                      • Figure 6: Young men’s usage of beauty/personal care products in the past 12 months, August 2014 and October 2014
                                                    • Inside out beauty
                                                      • Figure 7: Retail value sales of vitamins and supplements, by segment, 2012/13 and 2013/14
                                                    • Men still want simplicity
                                                      • Figure 8: Attitudes towards men’s toiletries, July 2014
                                                  • Who’s Innovating?

                                                    • Key points
                                                      • Innovation sees a decline
                                                        • Figure 9: New launches in the UK men’s haircare care market, branded vs own-label, 2011-14
                                                        • Figure 10: Example of own-label launch in men’s haircare, 2014
                                                      • Men are largely uncatered for
                                                        • Figure 11: New launches in the UK men’s haircare care market, by sub-category, 2011-14
                                                      • Moisturising/hydrating claims are most popular
                                                        • Figure 12: New product launches in the UK men’s haircare market, by top product positioning claims, 2014
                                                        • Figure 13: Examples of moisturising/hydrating launches in men’s haircare, 2014
                                                      • Botanical/herbal sees a decline
                                                        • Unilever leads launches
                                                          • Figure 14: New product launches in the UK men’s haircare market, by top companies, 2014
                                                          • Figure 15: Examples of launches by unilever and hairbond, 2014
                                                      • Market Size and Forecast

                                                        • Key points
                                                          • Launch activity boosts growth historically
                                                            • Figure 16: UK retail value sales of men’s haircare, at current and constant 2014 prices, 2009-19
                                                          • Modest growth predicted
                                                            • Figure 17: UK best- and worst-case forecast for babies’ and children’s personal care, nappies and wipes, 2009-19
                                                          • Forecast Methodology
                                                          • Segment Performance

                                                            • Key points
                                                              • Conditioner sees the biggest decline in value
                                                                • Figure 18: UK retail value sales of men’s haircare, by category, 2013-14
                                                            • Companies & Products

                                                              • L’Oréal
                                                                • Background and structure
                                                                  • Strategy and financial performance
                                                                    • Figure 19: L’Oréal (UK) Ltd financial performance, 2012-13
                                                                  • Product range and innovation
                                                                    • Marketing and advertising
                                                                      • Unilever
                                                                        • Background and structure
                                                                          • Strategy and financial performance
                                                                            • Figure 20: Key financials for Unilever UK Limited, 2012-13
                                                                          • Product range and innovation
                                                                              • Figure 21: Examples of new product launches by Unilever in the men’s haircare market, January 2014-March 2015
                                                                            • Marketing and advertising
                                                                              • Johnson & Johnson
                                                                                • Background and structure
                                                                                  • Strategy and financial performance
                                                                                    • Figure 22: Johnson & Johnson Limited financial performance, 2012-13
                                                                                  • Product range and innovation
                                                                                    • Marketing and advertising
                                                                                      • Revlon
                                                                                        • Background and structure
                                                                                          • Strategy and financial performance
                                                                                            • Figure 23: Revlon financial performance, consumer segment only, 2013-14
                                                                                          • Product range and innovation
                                                                                          • Brand Communication and Promotion

                                                                                            • Key points
                                                                                              • Decline in overall advertising spend
                                                                                                • Figure 24: Main monitored media advertising spend on men’s haircare, January 2012-February 2015
                                                                                              • A handful of brands make up advertising spend
                                                                                                • Figure 25: Main monitored media advertising spend on men’s haircare by brand/company, 2014
                                                                                              • TV makes up the bulk of advertising spend
                                                                                                • Figure 26: Main monitored media advertising spend on men’s haircare by media type, 2014
                                                                                            • Brand Research – Men’s Haircare

                                                                                              • Key points
                                                                                                • Brand map
                                                                                                  • Figure 27: Attitudes towards and usage of selected brands, January 2015
                                                                                                • Key brand metrics
                                                                                                  • Figure 28: Key metrics for selected brands, January 2015
                                                                                                • Brand attitudes: Alpecin’s caffeine inclusion promotes innovative image
                                                                                                  • Figure 29: Attitudes, by brand, January 2015
                                                                                                • Brand personality: Two most used brands enjoy greatest perception of accessibility
                                                                                                  • Figure 30: Brand personality – macro image, January 2015
                                                                                                • Brylcreem’s history leads to an old-fashioned brand image
                                                                                                  • Figure 31: Brand personality – micro image, January 2015
                                                                                                • Brand analysis
                                                                                                  • Head & Shoulder’s anti-dandruff purpose promotes caring, trustworthy associations
                                                                                                    • Figure 32: User profile of Head & Shoulders, January 2015
                                                                                                  • Alpecin has a dynamic, innovative brand image
                                                                                                    • Figure 33: User profile of Alpecin, January 2015
                                                                                                  • VO5’s accessibility likely to boost usage, but lacks strong point of difference
                                                                                                    • Figure 34: User profile of VO5, January 2015
                                                                                                  • Brylcreem’s history influences a more old-fashioned brand image
                                                                                                    • Figure 35: User profile of Brylcreem, January 2015
                                                                                                  • ManCave entry into Boots and Sainsbury’s should boost strength of image
                                                                                                    • Figure 36: Demographic breakdown of awareness of ManCave, January 2015
                                                                                                • Channels to Market

                                                                                                  • Key points
                                                                                                    • Grocery multiples take two thirds of sales
                                                                                                      • Figure 37: UK retail value sales of men’s haircare, by outlet type, 2013-14
                                                                                                  • The Consumer – Hair Type and Concerns

                                                                                                    • Key points
                                                                                                      • Young men are more likely to have curly hair
                                                                                                        • Figure 38: Hair type, February 2015
                                                                                                      • Sebum production promotes oily hair in young men
                                                                                                        • Men consider their hair healthy
                                                                                                          • Older men have fewer concerns
                                                                                                            • Figure 39: Hair concerns, February 2015
                                                                                                          • Hair thinning and hair loss are the biggest concerns
                                                                                                            • Young men are concerned about condition
                                                                                                            • The Consumer – Haircare Products Used

                                                                                                              • Key points
                                                                                                                • Men in larger households may be sharing products
                                                                                                                  • Figure 40: Haircare products currently used, February 2015
                                                                                                                • Working men more likely to use 2-in-1 shampoo and conditioner
                                                                                                                  • Figure 41: Haircare products currently used, February 2015
                                                                                                                • Young men use a greater range of products
                                                                                                                • The Consumer – Frequency of Use

                                                                                                                  • Key points
                                                                                                                    • Younger men shampoo frequently…
                                                                                                                      • Figure 42: Frequency of product usage, February 2015
                                                                                                                    • Styling shows the highest frequency
                                                                                                                    • The Consumer – Shopping for Haircare Products

                                                                                                                      • Key points
                                                                                                                        • The majority of men stick to mass market brands
                                                                                                                          • Figure 43: Hair product brand preference, February 2015
                                                                                                                      • The Consumer – Reasons for Non-Usage

                                                                                                                        • Key points
                                                                                                                          • Non-users cite lack of need as a reason
                                                                                                                            • Figure 44: Reasons for not using haircare products, February 2015
                                                                                                                          • Money is also a barrier
                                                                                                                          • The Consumer – Interest in NPD

                                                                                                                            • Key points
                                                                                                                              • Hair growth/thickening products show high interest
                                                                                                                                • Figure 45: Interest in new innovations, February 2015
                                                                                                                              • Styling with conditioning benefits presents opportunities
                                                                                                                                • Low interest in personalised products/services
                                                                                                                                • The Consumer – Attitudes towards Men’s Haircare

                                                                                                                                  • Key points
                                                                                                                                    • Men are worried about ingredients
                                                                                                                                      • Figure 46: Attitudes towards men’s haircare, February 2015
                                                                                                                                    • Image is important to men of all ages
                                                                                                                                      • Men’s hair is different
                                                                                                                                        • The price barrier
                                                                                                                                          • Own-label opportunities
                                                                                                                                          • The Consumer – Cluster Groups

                                                                                                                                            • Key points
                                                                                                                                                • Figure 47: Cluster groups, February 2015
                                                                                                                                              • Urban Dwellers, 37% of men
                                                                                                                                                • Natural Seekers, 35% of men
                                                                                                                                                  • Back to Basics, 28% of men
                                                                                                                                                  • Appendix – Segment Performance

                                                                                                                                                      • Figure 48: UK price per unit of men’s haircare, by category, 2013-14

                                                                                                                                                  Companies Covered

                                                                                                                                                  • Alberto-Culver Company (UK)
                                                                                                                                                  • American Crew, Inc.
                                                                                                                                                  • Brylcreem
                                                                                                                                                  • Facebook, Inc.
                                                                                                                                                  • Fédération Internationale de Football Association
                                                                                                                                                  • Garnier
                                                                                                                                                  • Glamour
                                                                                                                                                  • Johnson & Johnson
                                                                                                                                                  • L'Oréal (UK)
                                                                                                                                                  • L'Oréal SA
                                                                                                                                                  • L'Oréal USA
                                                                                                                                                  • Lancôme
                                                                                                                                                  • Reckitt Benckiser plc
                                                                                                                                                  • Revlon Consumer Products Corporation, Inc
                                                                                                                                                  • Shiseido International
                                                                                                                                                  • SoftSheen Carson
                                                                                                                                                  • The Body Shop (UK & RoI)
                                                                                                                                                  • TIGI Haircare
                                                                                                                                                  • Twitter, Inc.
                                                                                                                                                  • Unilever Plc
                                                                                                                                                  • YouTube, Inc.

                                                                                                                                                  Men's Haircare - UK - April 2015

                                                                                                                                                  US $2,672.70 (Excl.Tax)