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Men's Haircare - UK - April 2016

“At a total level the men’s haircare market has struggled to maintain sales growth, due to the availability of products at reduced prices. This has particularly affected the shampoo segment, where low innovation fails to tempt men to spend more. The fashion for men to have longer hair however has seen treatments grow at a faster pace, and conditioners take the focus of NPD as young men embark on expanding product repertoires.”
– Charlotte Libby, Senior Beauty Analyst

This report examines the following areas:

  • Fashion for long hair set to boost conditioners
  • Scalp treatments hold opportunity
  • The return of the barber brands

The fashion for longer hair holds opportunities for the conditioners and treatments sector, as men begin to widen their product repertoires. However long term, the ageing population is set to further suppress sales as older men are more likely to lose their hair, and are less engaged in the styling sector.

Consumer research for this report examines motivations for using conditioners and treatments as well as styling routines and attitudes towards buying haircare products.

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this report
      • Executive Summary

          • The market
            • Growth slows in the men’s haircare market
              • Figure 1: Best- and worst-case forecast for UK retail value sales of men’s haircare products, 2010-20
            • Companies and brands
              • Innovation remains at a slow pace
                • Figure 2: New product development in the men’s haircare market, by launch type, 2013-15
              • Strong innovation from male specific brands
                • Figure 3: New product development in the men’s haircare market, by share of ultimate company, 2015
              • The consumer
                • Boosting conditioner usage
                  • Figure 4: Frequency of using haircare products, January 2016
                • Men’s routine very reactive
                  • Figure 5: Reasons for using conditioner and treatments, January 2016
                • A quick morning routine required
                  • Figure 6: Attitudes towards styling in the day, January 2016
                • Hair loss worries
                  • Figure 7: Attitudes towards haircare, January 2016
                • Recommendations are important
                  • Figure 8: Behaviours towards buying haircare products, January 2016
                • What we think
                • Issues and Insights

                  • Fashion for long hair set to boost conditioners
                    • The facts
                      • The implications
                        • Scalp treatments hold opportunity
                          • The facts
                            • The implications
                              • The return of the barber brands
                                • The facts
                                  • The implications
                                  • The Market – What You Need to Know

                                    • Growth slows in the men’s haircare market
                                      • Shampoo sales fall
                                        • Treatments gain traction
                                          • Rise of new channels
                                            • User base set to shrink
                                              • Fashion trends influencing hairstyle
                                              • Market Size and Forecast

                                                • Growth slows in the men’s haircare market
                                                  • Figure 9: UK retail value sales of men’s haircare, at current and constant prices, 2010-20
                                                • NPD will lift the market after 2017
                                                  • Figure 10: Best- and worst-case forecast for UK retail value sales of men’s haircare products, 2010-20
                                              • Market Segmentation

                                                • Shampoo sales fall
                                                  • Figure 11: Retail value sales of men’s haircare products, by product type, 2014-15
                                                • Treatments gain traction
                                                • Channels to Market

                                                  • Rise of new channels
                                                    • Figure 12: Retail value sales of men’s haircare products, by retail channel, 2014-15
                                                  • Digital initiatives can drive retailer loyalty
                                                  • Market Drivers

                                                    • Scalp of interest to older men
                                                      • Figure 13: Trends in the age structure of the male population, 2010-20
                                                    • Household structure changing
                                                      • Figure 14: UK households, by size, 2010-20
                                                    • Hair loss a primary concern
                                                      • Figure 15: Hair concerns, February 2015
                                                    • Interest in VMS to treat appearance
                                                      • Fashion trends influencing hairstyle
                                                        • Figure 16: Frequency of in-salon hair treatments amongst men, June 2015
                                                    • Key Players – What You Need to Know

                                                      • Innovation remains at a slow pace
                                                        • Treatments and conditioner take a higher share of launches
                                                          • Strong innovation from male specific brands
                                                            • Big mass-market brand innovation returns in 2016
                                                              • Advertising spend returns to the category
                                                              • Launch Activity and Innovation

                                                                • Innovation remains at a slow pace
                                                                  • Figure 17: New product development in the men’s haircare market, by launch type, 2013-15
                                                                • Treatments and conditioner take a higher share of launches
                                                                  • Figure 18: New product development in the men’s haircare market, by product type, 2013-15
                                                                  • Figure 19: Product launch examples of conditioner and treatment launches, 2015
                                                                • Natural ingredients growing
                                                                  • Figure 20: Percentage point growth in product positioning claims in the men’s haircare market, 2014-15
                                                                  • Figure 21: Male haircare products featuring botanical/herbal positioning claims, 2015
                                                                • Strong innovation from male-specific brands
                                                                  • Figure 22: New product development in the men’s haircare market, by share of ultimate company, 2015
                                                                • Big mass-market brand innovation returns in 2016
                                                                  • Figure 23: New products from Lynx and Head & Shoulders, 2016
                                                                • Promoting traditional ‘masculinity’
                                                                  • Figure 24: Carlsberg Beer Beauty Line, July 2015
                                                              • Advertising and Marketing Activity

                                                                • Spend returns to the category
                                                                  • Figure 25: Recorded above-the line, online display and direct mail advertising expenditure on men’s haircare products, 2013-15
                                                                • Cinema adverts explored in 2015
                                                                  • Figure 26: Recorded above-the line, online display and direct mail advertising expenditure on men’s haircare products, by media type, 2013-15
                                                                • Social media initiatives
                                                                  • Figure 27: VO5 Brit awards 2015 twitter feed, February 2015
                                                                  • Figure 28: label.m awards tweet, March 2016
                                                                • Nielsen Ad Intel coverage
                                                                • The Consumer – What You Need to Know

                                                                  • Boosting conditioner usage
                                                                    • One in five uses scalp treatment
                                                                      • Men’s routine very reactive
                                                                        • Convenience can be improved
                                                                          • A quick morning routine required
                                                                            • Barbers preferred for special occasion styling
                                                                              • Hair loss worries
                                                                                • Men are frequent hair washers
                                                                                  • Recommendations are important
                                                                                  • Product Usage

                                                                                    • Boosting conditioner usage
                                                                                        • Figure 29: Frequency of using haircare products, January 2016
                                                                                      • One in five uses scalp treatment
                                                                                        • Figure 30: Usage of haircare products, by age, January 2016
                                                                                      • Gel still the most common styling product
                                                                                      • Reasons for Using Hair Treatments and Conditioner

                                                                                        • Men’s routine very reactive
                                                                                            • Figure 31: Reasons for using conditioner and treatments, January 2016
                                                                                          • Convenience can be improved
                                                                                            • Special occasions expand routines
                                                                                            • Styling Routines

                                                                                              • A quick morning routine required
                                                                                                • Figure 32: Attitudes towards styling in the day, January 2016
                                                                                              • Over a quarter of men wash hair in the evening
                                                                                                  • Figure 33: Attitudes towards styling in the evening, January 2016
                                                                                                • Barbers preferred for special occasion styling
                                                                                                  • Figure 34: Attitudes towards styling for a special occasion, January 2016
                                                                                              • Attitudes towards Haircare

                                                                                                • Hair loss worries
                                                                                                  • Figure 35: Attitudes towards haircare, January 2016
                                                                                                • Scalp health of importance to men
                                                                                                  • Men are frequent hair washers
                                                                                                  • Buying Haircare Products

                                                                                                    • Haircare product purchasing peaks in 30s
                                                                                                      • Figure 36: Buying haircare products, January 2016
                                                                                                    • Recommendations are important
                                                                                                      • Figure 37: Behaviours towards buying haircare products, January 2016
                                                                                                    • None of these = not engaged
                                                                                                    • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                        • Abbreviations
                                                                                                          • Consumer research methodology
                                                                                                          • Appendix – The Market

                                                                                                            • Forecast methodology
                                                                                                            • Appendix – Key Players

                                                                                                                • Figure 38: Top ingredient claims in the men’s haircare market, 2013-15
                                                                                                                • Figure 39: Recorded above-the line, online display and direct mail advertising expenditure on men’s haircare products by top five brands in 2015, 2013-15

                                                                                                            Companies Covered

                                                                                                            To learn more about the companies covered in this report please contact us.

                                                                                                            Men's Haircare - UK - April 2016

                                                                                                            £1,995.00 (Excl.Tax)