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Nail Colour - UK - January 2015

"Following strong growth in the nail colour market of 7% from 2012-13 to £244 million, driven by fashion favouring nail art and new textures and effects, sales stalled in 2014 at £245 million, the result of women amassing large collections of nail varnishes that are not regularly used."

- Charlotte Libby, Senior Beauty Analyst

This report covers the following areas:

  • Cannibalising sales from multifunctional and long lasting products
  • Encouraging users to trade up
  • Evolving fashions could push users out of the category
  • An ageing population threatens the market

The sector has become increasingly saturated in terms of colours and textures, but there is a movement towards more professional products for home use. Significant sales growth has been seen for more expensive gel nail systems for example, however brands should be cautious of cannibalising product sales with new innovations that reduce usage and repertoire in the long term. The nail colour cosmetics market includes nail varnishes and polishes, hardeners and strengtheners, and base and top coats.

The wider nail colour and care market includes artificial nails and accessories (including nail wraps and appliqué sets), nail oil, cuticle removers, Gel nail systems (UV/LED lamp based) and polishes, nail polish remover and other nail treatments. However, although these areas are discussed in the context of this report, and their value sales for 2013-14 are detailed, Mintel has not forecasted the growth of these segments.

 

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Table of contents

  1. Overview

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

        • Sales of nail colour on the wane
          • Figure 1: Best- and worst-case forecast of UK value sales of nail colour products, 2009-19
        • Rimmel leads sales in the mass market
          • Figure 2: Mass market brand shares in nail colour cosmetics, top five and other, 2014
        • Category cannibalisation impacts segment sales
          • Figure 3: UK retail value sales of nail colour and care products, by segment, 2013-14
        • Young women most invested in the category
          • Figure 4: Any usage of selected nail colour and care products at home, by age, October 2014
        • Salon services and social media have potential to drive interest
          • Figure 5: Nail colour cosmetics users usage behaviour, October 2014
        • Spontaneous shopping, and the lure of colour & care
          • Figure 6: Consumer attitudes towards shopping for nail colour cosmetics, October 2014
      • Issues & Insights

        • Cannibalising sales from multifunctional and long lasting products
          • The facts
            • The implications
              • Encouraging users to trade up
                • The facts
                  • The implications
                    • Evolving fashions could push users out of the category
                      • The facts
                        • The implications
                          • An ageing population threatens the market
                            • The facts
                              • The implications
                              • The Market – What You Need to Know

                                • Market Size and Forecast

                                      • Figure 7: UK retail value sales of nail colour products, at current and constant 2014 prices, 2009-19
                                      • Figure 8: Best- and worst-case forecast of UK value sales of nail colour products, 2009-19
                                  • Segment Performance

                                    • Gel nail systems see significant growth
                                      • Nail wraps gain traction
                                        • Category cannibalisation impacts segment sales
                                          • Figure 9: UK retail value sales of nail colour and care products, by segment, 2013-14
                                      • Channels To Market

                                        • Department store sales see growth
                                          • Online sales benefit from overall growth in e-commerce
                                            • Figure 10: Share of UK retail value sales of nail colour products, by outlet type, 2013-14
                                        • Market Drivers

                                          • Core audience of 16-24-year-old females in decline
                                            • Figure 11: Trends in the age structure of the female UK population, 2009-19
                                          • Work and social engagements lift occasions of use
                                            • Figure 12: Employment and unemployment amongst UK females, 2009-19
                                            • Figure 13: Trends in what extra money is spent on, September 2013 and October 2014
                                          • Luxury spending returns but the lipstick effect is waning
                                            • Figure 14: Trend in people describing their financial situation as healthy. February 2010- October 2014
                                            • Figure 15: Trends in adults spending extra money on beauty products and treatments, November 2011-October 2014
                                          • Rise of the ‘hand selfies’
                                            • Chemical ingredient concerns continue
                                              • Fashions move towards nude nails in 2015
                                              • Key Players – What You Need To Know

                                                • Market Share

                                                    • Figure 16: Mass market brand shares in nail colour cosmetics, 2013-14
                                                  • Rimmel continues to lead sales in the mass market
                                                    • Sally Hansen sees strongest growth
                                                      • Prestige products threaten the mass market
                                                        • Figure 17: Superdrug London Fleet Street store, June 2014
                                                    • Brand Communication And Promotion

                                                      • Spend on new nail concepts supporting category adspend
                                                        • Figure 18: Main monitored media advertising spend on nail products, by category 2012-November 2014
                                                      • Sally Hansen leads spend with new multifunctional product
                                                        • Figure 19: Top ten advertisers in the nail product market, Jan-Nov 2014
                                                      • Press advertising leads in nail make-up
                                                        • Figure 20: Main monitored media advertising spend on nail products, by media type 2012-November 2014
                                                      • Digital promotion expands product sampling opportunities
                                                      • Launch Activity And Innovation

                                                        • Launches escalated in 2013…
                                                          • Figure 21: Index of nail colour cosmetics product launches 2011-14
                                                        • … but no company dominates launch activity
                                                          • Figure 22: Company shares of UK nail colour cosmetics NPD, top five ultimate companies and other, 2014
                                                          • Figure 23: Examples of nail product collaborations, 2014
                                                        • Seasonal product launches lead
                                                          • Figure 24: Top ten product positioning claims (for 2014) in the UK nail colour cosmetic market, 2013-14
                                                          • Figure 25: Seasonal nail product launches, Oct-Dec 2014
                                                        • Brands focus on easy nail maintenance
                                                          • Figure 26: Nail colour cosmetics launches offering easy application/removal, 2014
                                                          • Figure 27: Gel nail launches, 2014
                                                        • Expansion of the nail art trend
                                                          • Figure 28: Nail art launches, 2014
                                                        • Ingredient concerns spark health focus
                                                          • Figure 29: Examples of nail colour launches with natural or nail health claims, 2014
                                                        • Technological advances hold opportunities for nail products
                                                          • Figure 30: The Lumi Deco Nail, April 2014
                                                          • Figure 31: Metaverse Nails, August 2014
                                                      • The Consumer – What You Need to Know

                                                        • Usage of Nail Colour Cosmetics

                                                          • Expanding the product routine required for market growth
                                                              • Figure 32: Consumer usage of nail colour cosmetic products at home, October 2014
                                                              • Figure 33: Any usage of selected nail colour and care products at home, by age, October 2014
                                                            • Anomaly between polishes owned compared to used
                                                                • Figure 34: Repertoire of polishes owned and used in the past 3 months, October 2014
                                                            • Usage of Professional Nail Services

                                                              • Age polarisation of salon services
                                                                • Figure 35: Consumer usage of nail salon services, October 2014
                                                                • Figure 36: Usage of selected nail salon services, by area, October 2014
                                                              • Discounts and loyalty schemes lift niche treatments
                                                                • Home gel nail systems are not necessarily cannibalising salon services
                                                                • Nail Colour Consumer Behaviour

                                                                  • Unfinished nail polishes preventing new purchases
                                                                      • Figure 37: Nail colour cosmetics users usage behaviour, October 2014
                                                                    • Social media influences nail art
                                                                        • Figure 38: Agreement with selected statements on usage behaviour of nail colour users, by age, October 2014
                                                                      • Seasonal nail kits can utilise new technology
                                                                          • Figure 39: Agreement with the statement “I create special nail designs for events/seasons”, by age, October 2014
                                                                      • Attitudes towards Nail Colour Cosmetics

                                                                        • Nail polish is the classic grooming routine
                                                                          • Figure 40: Nail colour cosmetic users’ attitudes, October 2014
                                                                        • Ease of maintenance worth paying for
                                                                        • Shopping for Nail Colour Cosmetics

                                                                          • Nail products rarely a planned purchase
                                                                              • Figure 41: Consumer attitudes towards shopping for nail colour cosmetics, October 2014
                                                                            • Opportunities for nail colour & care hybrids
                                                                                • Figure 42: Agreement with selected statements related to nail health, by socio-economic group, October 2014
                                                                            • Colour and Texture Preferences

                                                                              • Texture trends popular throughout 2014
                                                                                  • Figure 43: Texture preferences of nail colour cosmetics, October 2014
                                                                                • Purple, pink and red the most common colour choices
                                                                                    • Figure 44: Colour spectrum preferences of nail colour cosmetics, May 2014
                                                                                • Appendix – Data Sources and Abbreviations

                                                                                  • Data sources
                                                                                    • Market sizing and segment performance
                                                                                      • Fan chart forecast
                                                                                        • Abbreviations

                                                                                        Companies Covered

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

                                                                                        Nail Colour - UK - January 2015

                                                                                        £1,995.00 (Excl.Tax)