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Shampoo, Conditioners and Styling Products - UK - April 2013

“A tough economic climate has resulted in a ‘want it all’ attitude amongst consumers. They have come to expect additional product benefits but don’t want to pay a premium for them. Creating an experience around haircare brands is likely to win over consumers who increasingly value expert opinion and advice. It might be that this can help to re-establish the brand loyalty that was lost during recent years of aggressive price promotions.”

– Alexandra Richmond, Head of Beauty and Personal Care

Some questions answered in this report include:

  • Could more interactive and experiential pop-up stores excite the consumer?
  • Blow Dry Bars – an opportunity or a threat?
  • Is it time for a rethink on product displays?
  • 16-24s – how to get them excited?
  • Men – what do they really want?
  • How can online shopping turn boring everyday into a luxury treat?

 

Despite continued pressure on consumer spending, the UK’s haircare market gained momentum in 2012; sales rose by 5% to break through the £1 billion barrier. This report looks at factors underpinning market forces (demographic shifts, consumer behaviour and the recession) along with manufacturer and retailer efforts to harness or mitigate them: product developments, marketing concepts and retailer initiatives. Mintel also takes a view on the future of the market and which competing markets offer indicators of growth and trends.

This report includes:

  • Shampoos: All types of shampoo for washing hair including beauty or standard shampoos as well as anti-dandruff/medicated types. Shampoo is also segmented by hair type and by formulae for men and babies and children. Also includes two-in-one shampoo and conditioner.
  • Conditioners and treatments: Rinse-out and leave-in conditioners, intensive treatments such as hot oils, serums, masks and sprays.
  • Styling products: All products that are used to style, sculpt or fix the hair.

These include mousses, gels, gel sprays, jelly, styling sprays, lotions, serums, gums, glue, paste, mud, clay, waxes, creams, milks, styling water, glosses and hairsprays.

Given the degree of overlap between product types, segments are classified according to method of delivery: gels, sprays, mousses, waxes, creams. Sales of shampoo, conditioner and styling products through all retail outlets and sold by hair salons for home use.

 

 

Liqueurs - UK - January 2012

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Table of contents

  1. Introduction

      • Definitions
        • Excluded
          • Methodology
            • Consumer research
              • Abbreviations
              • Executive Summary

                  • The market
                    • Figure 1: Best- and worst-case forecast of UK sales of shampoo, conditioners and styling products, 2007-17
                  • Market drivers
                    • Figure 2: UK retail value sales of shampoo, conditioners and styling products, by outlet type, 2012
                  • Companies, brands and innovation
                    • Figure 3: UK retail value sales of shampoo, conditioner and hair treatments, by company and brand, 2012
                  • The consumer
                    • Shampoo dominates usage and value sales
                      • Figure 4: Use of haircare products, February 2013
                    • Problem-solving approach to purchasing haircare
                      • Figure 5: Factors influencing product purchase, February 2013
                    • What we think
                    • Issues in the Market

                        • Could more interactive and experiential pop-up stores excite the consumer?
                          • Blow Dry Bars – an opportunity or a threat?
                            • Is it time for a rethink on product displays?
                              • 16-24s – how to get them excited?
                                • Men – what do they really want?
                                  • How can online shopping turn boring everyday into a luxury treat?
                                  • Trend Application

                                      • Trend: Extend my Brand
                                        • Trend: Influentials
                                          • 2015 Trend: East Meets West
                                          • Market Drivers

                                            • Key points
                                              • Condition of hair
                                                • Figure 6: Trends in hair condition, by gender, 2008-12
                                              • Chemical treatments undertaken by women
                                                • Figure 7: Trends in hair styling treatments – women, 2008-12
                                              • Scalp conditions on the rise amongst men and women
                                                • Figure 8: Trends in scalp condition, by gender, 2008-12
                                              • Seniors offer opportunities for growth
                                                • Figure 9: Trends in the age structure of the UK population, by gender, 2007-17
                                              • Higher increase in male population
                                                • Ethnicity and haircare needs
                                                  • Blow dry bars and their impact
                                                    • Hairstyles for 2013/14
                                                      • Online beauty retailing evolves
                                                      • Strengths, Weaknesses, Opportunities and Threats

                                                        • Strengths
                                                          • Weaknesses
                                                            • Opportunities
                                                              • Threats
                                                              • Who’s Innovating?

                                                                • Key points
                                                                  • Overall trends in product launches
                                                                    • Figure 10: UK shampoo, conditioners, treatment and styling product launches, 2008-12
                                                                  • Branded launches dominate
                                                                    • Figure 11: Product launches within UK shampoos, conditioners, treatment and styling products, by own-label vs branded, 2008-12
                                                                  • Natural growth for haircare market in 2012
                                                                    • Figure 12: UK shampoos, conditioners, treatment and styling products – claims, 2011 and 2012
                                                                  • From skincare to haircare
                                                                    • Putting a positive spin on product benefits
                                                                      • Innovation in shampoo
                                                                        • Figure 13: Shampoo product launches, by own-label vs branded, 2008-12
                                                                      • Top three loosen grip on shampoo sector
                                                                        • Figure 14: Shampoo – top ten companies, 2011 and 2012
                                                                      • High degree of segmentation
                                                                        • Differentiation in claims for shampoo and conditioner
                                                                          • Figure 15: Shampoo – top ten claims, 2011 and 2012
                                                                        • Innovation in conditioner and hair treatments
                                                                          • Figure 16: Conditioner and hair treatments – top ten companies, 2011 and 2012
                                                                        • Innovation in styling products
                                                                          • Figure 17: Styling products – top ten claims, 2011 and 2012
                                                                          • Figure 18: Styling product launches, by own-label vs branded, 2008-12
                                                                        • Cult brands compete alongside the multinationals
                                                                          • Figure 19: Styling products – top ten companies, 2011 and 2012
                                                                        • Trevor Sorbie pushes for growth in styling sector
                                                                          • Themes of innovation
                                                                            • Convenience
                                                                              • Texture
                                                                                • The Brazilian Blow Dry effect
                                                                                  • Hair oil
                                                                                    • Exotic ingredients and aromas
                                                                                      • Seaweed – natural and organic
                                                                                        • Men only
                                                                                          • Pregnancy and New Mums
                                                                                            • Baby Boomers and beyond
                                                                                              • Packaging trends
                                                                                                • Limited editions
                                                                                                  • What next?
                                                                                                  • Market Size and Forecast

                                                                                                    • Key points
                                                                                                      • Value sales of haircare products
                                                                                                        • Figure 20: Value sales of shampoo, conditioners and styling products, 2007-17
                                                                                                      • The future
                                                                                                        • Figure 21: Best- and worst-case forecast of UK sales of shampoo, conditioners and styling products, 2007-17
                                                                                                      • Forecast methodology
                                                                                                      • Segment Performance

                                                                                                        • Key points
                                                                                                          • Shampoos maintain dominance
                                                                                                            • Figure 22: Segment performance, 2007-12
                                                                                                          • Shampoo
                                                                                                            • Figure 23: Best- and worst-case forecast of UK sales of shampoo, 2007-17
                                                                                                          • Shampoo sales by target user group
                                                                                                            • Figure 24: UK retail value sales of shampoo, by target user group, 2011 and 2012
                                                                                                          • Medicated vs. beauty shampoos
                                                                                                            • Figure 25: UK retail value sales of shampoo, beauty vs. medicated, 2011 and 2012
                                                                                                          • Two-in-ones struggle to keep consumer interest
                                                                                                            • Figure 26: UK retail value sales of shampoo, standard vs. two-in-one, 2011 and 2012
                                                                                                          • Shampoo sales by benefit type
                                                                                                            • Figure 27: UK retail value sales of shampoo, by hair type/product benefit, 2011 and 2012
                                                                                                          • Conditioner
                                                                                                            • Figure 28: Best- and worst-case forecast of UK sales of conditioner, 2007-17
                                                                                                          • Conditioner sales by product type
                                                                                                            • Figure 29: UK retail value sales of conditioners, leave-in vs. rinse-out, 2011 and 2012
                                                                                                          • Conditioner sales by benefit type
                                                                                                            • Figure 30: UK retail value sales of conditioners, by type, 2011 and 2012
                                                                                                          • Styling products
                                                                                                            • Figure 31: Best- and worst-case forecast of UK sales of styling products, 2007-17
                                                                                                          • Styling product sales by type
                                                                                                            • Figure 32: UK retail value sales of styling products, by type, 2011 and 2012
                                                                                                        • Market Share

                                                                                                          • Key points
                                                                                                            • Market share by key brands and companies
                                                                                                              • Figure 33: UK retail value sales of shampoo, conditioner and hair treatments, by company and brand, 2011 and 2012
                                                                                                            • Elvive rises to number one ranking
                                                                                                              • New additions to Unilever portfolio perform well
                                                                                                                • John Frieda – leading light for Kao in UK market
                                                                                                                  • The rise of the celebrity hairdresser
                                                                                                                    • Own-labels struggling to connect with haircare users
                                                                                                                    • Companies and Products

                                                                                                                      • Boots UK
                                                                                                                          • Figure 34: Boots UK – financials, 2011 and 2012
                                                                                                                          • Figure 35: Boots’ product launches in the shampoo, conditioners and styling products market, June-December 2012
                                                                                                                          • Figure 36: Batiste’s product launches in the shampoo, conditioners and styling products market, June-December 2012
                                                                                                                        • Henkel Ltd
                                                                                                                          • Figure 37: Henkel Ltd. – financials, 2010 and 2011
                                                                                                                          • Figure 38: Henkel’s product launches in the shampoo, conditioners and styling products market, June-December 2012
                                                                                                                        • Kao Corporation
                                                                                                                            • Figure 39: Kao Brands’ product launches in the shampoo, conditioners and styling products market, June-December 2012
                                                                                                                          • John Frieda
                                                                                                                            • KMS California
                                                                                                                              • L’Oréal
                                                                                                                                  • Figure 40: L’Oréal – financials, 2010 and 2011
                                                                                                                                  • Figure 41: L’Oréal Product launches in the shampoo, conditioners and styling products market, June-December 2012
                                                                                                                                • L’Oréal
                                                                                                                                  • Pureology
                                                                                                                                    • Redken
                                                                                                                                      • Kérastase
                                                                                                                                        • Procter & Gamble
                                                                                                                                            • Figure 42: Procter & Gamble – financials, 2010 and 2011
                                                                                                                                            • Figure 43: Procter & Gamble’s product launches in the shampoo, conditioners and styling products market, June-December 2012
                                                                                                                                          • Procter & Gamble
                                                                                                                                            • Aussie
                                                                                                                                              • Herbal Essences
                                                                                                                                                • Pantene
                                                                                                                                                  • Fekkai
                                                                                                                                                    • Unilever
                                                                                                                                                        • Figure 44: Unilever’s product launches in the shampoo, conditioners and styling products market, June-December 2012
                                                                                                                                                      • Marketing and advertising
                                                                                                                                                        • Toni&Guy
                                                                                                                                                          • TRESemmé
                                                                                                                                                            • VO5
                                                                                                                                                            • Brand Research

                                                                                                                                                              • Brand map
                                                                                                                                                                  • Figure 45: Attitudes towards and usage of brands in the shampoo, conditioner and styling product sector, January 2013
                                                                                                                                                                • Correspondence analysis
                                                                                                                                                                  • Brand attitudes
                                                                                                                                                                    • Figure 46: Attitudes, by shampoo, conditioner and styling product brand, January 2013
                                                                                                                                                                  • Brand personality
                                                                                                                                                                    • Figure 47: Shampoo, conditioner and styling product brand personality – macro image, January 2013
                                                                                                                                                                    • Figure 48: Shampoo, conditioner and styling product brand personality – micro image, January 2013
                                                                                                                                                                  • Brand experience
                                                                                                                                                                    • Figure 49: Shampoo, conditioner and styling product brand usage, January 2013
                                                                                                                                                                    • Figure 50: Satisfaction with various shampoo, conditioner and styling product brands, January 2013
                                                                                                                                                                    • Figure 51: Consideration of shampoo, conditioner and styling product brands, January 2013
                                                                                                                                                                    • Figure 52: Consumer perceptions of current shampoo, conditioner and styling product brand performance, January 2013
                                                                                                                                                                    • Figure 53: Shampoo, conditioner and styling product brand recommendation – Net Promoter Score, January 2013
                                                                                                                                                                  • Brand index
                                                                                                                                                                    • Figure 54: Shampoo, conditioner and styling product brand index, January 2013
                                                                                                                                                                    • Figure 55: Shampoo, conditioner and styling product brand index vs. recommendation, January 2013
                                                                                                                                                                  • Target group analysis
                                                                                                                                                                    • Figure 56: Target groups, January 2013
                                                                                                                                                                    • Figure 57: Shampoo, conditioner and styling product brand usage, by target groups, January 2013
                                                                                                                                                                  • Group One – Conformists
                                                                                                                                                                    • Group Two – Simply the Best
                                                                                                                                                                      • Group Three – Shelf Stalkers
                                                                                                                                                                        • Group Four – Habitual Shoppers
                                                                                                                                                                          • Group Five – Individualists
                                                                                                                                                                          • Brand Communication and Promotion

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Trends in advertising spend
                                                                                                                                                                                • Figure 58: Above-the-line spend on shampoo, conditioners and styling agents, 2008-12
                                                                                                                                                                              • Advertising spend by category
                                                                                                                                                                                • Figure 59: Above-the-line spend on shampoo, conditioners and styling agents, by category, 2012
                                                                                                                                                                              • Leading advertisers
                                                                                                                                                                                • Figure 60: Top five advertisers of shampoo, conditioners and styling agents, 2012
                                                                                                                                                                              • Advertising spend by brand
                                                                                                                                                                                • Figure 61: Top five advertisers of shampoo, conditioners and styling agents, by brand, 2012
                                                                                                                                                                              • Advertising spend by media type
                                                                                                                                                                                • Figure 62: Trends in above-the-line spend on shampoo, conditioners and styling agents, by media type, 2008-12
                                                                                                                                                                              • TV viewing underpins channel as key medium
                                                                                                                                                                                • Integrated and interactive campaigns evolve
                                                                                                                                                                                  • Exploiting opportunities offered by social media
                                                                                                                                                                                    • Apps
                                                                                                                                                                                    • Channels to Market

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Haircare sales by outlet type
                                                                                                                                                                                          • Figure 63: UK retail value sales of shampoo, conditioners and styling products, by outlet type, 2010-12
                                                                                                                                                                                        • Grocery multiples continue to dominate
                                                                                                                                                                                          • Boots gains momentum
                                                                                                                                                                                            • Downturn in salon sales
                                                                                                                                                                                              • Other channels expand their horizons
                                                                                                                                                                                              • Consumer Usage of Shampoo, Conditioners and Styling Products

                                                                                                                                                                                                • Key points
                                                                                                                                                                                                  • Use of haircare products
                                                                                                                                                                                                    • Figure 64: Use of haircare products, February 2013
                                                                                                                                                                                                  • Shampoo and conditioner use dominate
                                                                                                                                                                                                    • Younger generations make a fashion statement
                                                                                                                                                                                                      • Shampoo
                                                                                                                                                                                                        • Figure 65: Trends in frequency of use of shampoo, by gender, 2008-12
                                                                                                                                                                                                      • Conditioner
                                                                                                                                                                                                        • Figure 66: Trends in frequency of use of conditioner, by gender, 2008-12
                                                                                                                                                                                                      • Types of shampoo and conditioner used
                                                                                                                                                                                                        • Figure 67: Trends in types of shampoo and conditioner used, by gender, 2008-12
                                                                                                                                                                                                      • Styling products
                                                                                                                                                                                                        • Figure 68: Trends in frequency of use of styling products, by gender, 2008-12
                                                                                                                                                                                                      • Types of styling products used
                                                                                                                                                                                                        • Figure 69: Trends in types of styling products used, by gender, 2008-12
                                                                                                                                                                                                      • Serums struggling
                                                                                                                                                                                                      • Consumer Haircare Routine

                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                          • Haircare routine
                                                                                                                                                                                                            • Figure 70: Stage in the haircare routine at which products are used, February 2013
                                                                                                                                                                                                          • Men focus on after-washing haircare
                                                                                                                                                                                                            • Dry shampoo for in-between ‘washes’
                                                                                                                                                                                                              • Hair oils and styling creams – blurred boundaries?
                                                                                                                                                                                                              • Consumer Factors Influencing Purchase

                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                  • Factors influencing purchase
                                                                                                                                                                                                                    • Figure 71: Factors influencing product purchase, February 2013
                                                                                                                                                                                                                  • Segmented market responds to customised demand
                                                                                                                                                                                                                    • The pull of price
                                                                                                                                                                                                                      • Getting the results
                                                                                                                                                                                                                      • What Does the Consumer Want to See Next?

                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                          • Information sources or formats
                                                                                                                                                                                                                            • Figure 72: Levels of interest information on haircare, February 2013
                                                                                                                                                                                                                          • Consumers crave more expertise
                                                                                                                                                                                                                            • Product qualities
                                                                                                                                                                                                                              • Figure 73: Levels of interest in qualities of haircare products, February 2013
                                                                                                                                                                                                                            • Convenient cleaning top of the wish list for parents
                                                                                                                                                                                                                              • Hair oils – concept could need more development
                                                                                                                                                                                                                                • Younger generations have more interest in hair growth
                                                                                                                                                                                                                                • What Haircare Claims Will Consumers Pay a Premium For?

                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                      • Figure 74: Levels of interest in and willingness to pay more for selected product claims, February 2013
                                                                                                                                                                                                                                    • Claims that relate to how hair looks and is styled
                                                                                                                                                                                                                                      • Leveraging claims from other personal care markets
                                                                                                                                                                                                                                      • Appendix – Market Drivers

                                                                                                                                                                                                                                        • Condition of hair
                                                                                                                                                                                                                                          • Figure 75: Trends in hair condition – men, by demographics, 2012
                                                                                                                                                                                                                                          • Figure 76: Trends in hair condition – women, by demographics, 2012
                                                                                                                                                                                                                                        • Chemical treatments undertaken by women
                                                                                                                                                                                                                                          • Figure 77: Trends in hair styling treatments – women, by demographics, 2012
                                                                                                                                                                                                                                        • Condition of scalp
                                                                                                                                                                                                                                          • Figure 78: Trends in scalp condition – men, by demographics, 2012
                                                                                                                                                                                                                                          • Figure 79: Trends in scalp condition – women, by demographics, 2012
                                                                                                                                                                                                                                        • Visits to the salon or barber
                                                                                                                                                                                                                                          • Figure 80: Trends in hair salon/barber visits – men, by demographics, 2012
                                                                                                                                                                                                                                          • Figure 81: Trends in hair salon/barber visits – women, by demographics, 2012
                                                                                                                                                                                                                                      • Appendix – Who’s Innovating?

                                                                                                                                                                                                                                          • Figure 82: Shampoo – top ten brands, 2011 and 2012
                                                                                                                                                                                                                                          • Figure 83: Conditioner and hair treatments – top ten brands, 2011 and 2012
                                                                                                                                                                                                                                          • Figure 84: Styling products – top ten brands, 2011 and 2012
                                                                                                                                                                                                                                      • Appendix – Brand Research

                                                                                                                                                                                                                                          • Figure 85: Brand usage, January 2013
                                                                                                                                                                                                                                          • Figure 86: Brand commitment, January 2013
                                                                                                                                                                                                                                          • Figure 87: Brand momentum, January 2013
                                                                                                                                                                                                                                          • Figure 88: Brand diversity, January 2013
                                                                                                                                                                                                                                          • Figure 89: Brand satisfaction, January 2013
                                                                                                                                                                                                                                          • Figure 90: Brand recommendation, January 2013
                                                                                                                                                                                                                                          • Figure 91: Brand attitude, January 2013
                                                                                                                                                                                                                                          • Figure 92: Brand image – macro image, January 2013
                                                                                                                                                                                                                                          • Figure 93: Brand image – micro image, January 2013
                                                                                                                                                                                                                                          • Figure 94: Profile of target groups, by demographics, January 2013
                                                                                                                                                                                                                                          • Figure 95: Psychographic segmentation, by target groups, January 2013
                                                                                                                                                                                                                                          • Figure 96: Brand usage, by target groups, January 2013
                                                                                                                                                                                                                                        • Brand index
                                                                                                                                                                                                                                          • Figure 97: Brand index, January 2013
                                                                                                                                                                                                                                      • Appendix – Consumer Usage of Shampoo, Conditioners and Styling Products

                                                                                                                                                                                                                                          • Figure 98: Use of haircare products, February 2013
                                                                                                                                                                                                                                          • Figure 99: Use of haircare products, by most popular use of haircare products, February 2013
                                                                                                                                                                                                                                          • Figure 100: Use of haircare products, by most popular interest in product qualities and information sources on haircare, February 2013
                                                                                                                                                                                                                                          • Figure 101: Use of haircare products, by next most popular interest in product qualities and information sources on haircare, February 2013
                                                                                                                                                                                                                                          • Figure 102: Use of haircare products, by other interest in product qualities and information sources on haircare, February 2013
                                                                                                                                                                                                                                          • Figure 103: Use of haircare products, by number of haircare products, used, February 2013
                                                                                                                                                                                                                                          • Figure 104: Product claims people are interested in and are willing to pay more for, by number of haircare products used, February 2013
                                                                                                                                                                                                                                          • Figure 105: Product claims people are interested in but unwilling to pay more for, by number of haircare products used, February 2013
                                                                                                                                                                                                                                          • Figure 106: Most popular use of haircare products, by demographics, February 2013
                                                                                                                                                                                                                                          • Figure 107: Next most popular use of haircare products, by demographics, February 2013
                                                                                                                                                                                                                                          • Figure 108: Other use of haircare products, by demographics, February 2013
                                                                                                                                                                                                                                          • Figure 109: Number of haircare products used, by demographics, February 2013
                                                                                                                                                                                                                                        • Shampoo
                                                                                                                                                                                                                                          • Figure 110: Trends in frequency of use of shampoo – men, by demographics, 2012
                                                                                                                                                                                                                                          • Figure 111: Trends in frequency of use of shampoo – women, by demographics, 2012
                                                                                                                                                                                                                                        • Conditioner
                                                                                                                                                                                                                                          • Figure 112: Trends in frequency of use of conditioner – men, by demographics, 2012
                                                                                                                                                                                                                                          • Figure 113: Trends in frequency of use of conditioner – women, by demographics, 2012
                                                                                                                                                                                                                                        • Types of shampoo and conditioner used
                                                                                                                                                                                                                                          • Figure 114: Trends in types of shampoo and conditioner used – men, by demographics, 2012
                                                                                                                                                                                                                                          • Figure 115: Trends in types of shampoo and conditioner used – women, by demographics, 2012
                                                                                                                                                                                                                                        • Styling products
                                                                                                                                                                                                                                          • Figure 116: Trends in frequency of use of styling products – men, 2012
                                                                                                                                                                                                                                          • Figure 117: Trends in frequency of use of hairsprays (aerosols) – women, 2012
                                                                                                                                                                                                                                          • Figure 118: Trends in frequency of use hairspray aerosols – women, 2012
                                                                                                                                                                                                                                          • Figure 119: Trends in frequency of use of other hair styling products – women, 2012
                                                                                                                                                                                                                                      • Appendix – Consumer Haircare Routine

                                                                                                                                                                                                                                          • Figure 120: Stage in the haircare routine at which products are used, February 2013
                                                                                                                                                                                                                                          • Figure 121: Haircare products used before drying the hair, by demographics, February 2013
                                                                                                                                                                                                                                          • Figure 122: Haircare products used in between washes, by demographics, February 2013
                                                                                                                                                                                                                                          • Figure 123: In between washes product types, by demographics, February 2013
                                                                                                                                                                                                                                      • Appendix – Consumer Factors Influencing Purchase

                                                                                                                                                                                                                                          • Figure 124: Factors influencing product purchase, February 2013
                                                                                                                                                                                                                                          • Figure 125: Factors influencing product purchase, by factors influencing product purchase, February 2013
                                                                                                                                                                                                                                          • Figure 126: Number of haircare products used, by most popular factors influencing product purchase, February 2013
                                                                                                                                                                                                                                          • Figure 127: Number of haircare products used, by next most popular factors influencing product purchase, February 2013
                                                                                                                                                                                                                                          • Figure 128: Number of haircare products used, by other factors influencing product purchase, February 2013
                                                                                                                                                                                                                                          • Figure 129: Product claims people are interested in and are willing to pay more for, by most popular factors influencing product purchase, February 2013
                                                                                                                                                                                                                                          • Figure 130: Product claims people are interested in and are willing to pay more for, by next most popular factors influencing product purchase, February 2013
                                                                                                                                                                                                                                          • Figure 131: Product claims people are interested in and are willing to pay more for, by other factors influencing product purchase, February 2013
                                                                                                                                                                                                                                          • Figure 132: Product claims people are interested in but unwilling to pay more for, by most popular factors influencing product purchase, February 2013
                                                                                                                                                                                                                                          • Figure 133: Product claims people are interested in but unwilling to pay more for, by next most popular factors influencing product purchase, February 2013
                                                                                                                                                                                                                                          • Figure 134: Product claims people are interested in but unwilling to pay more for, by factors influencing product purchase, February 2013
                                                                                                                                                                                                                                          • Figure 135: Most popular factors influencing product purchase, by demographics, February 2013
                                                                                                                                                                                                                                          • Figure 136: Next most popular factors influencing product purchase, by demographics, February 2013
                                                                                                                                                                                                                                          • Figure 137: Other factors influencing product purchase, by demographics, February 2013
                                                                                                                                                                                                                                      • Appendix – What Does the Consumer Want to See Next?

                                                                                                                                                                                                                                          • Figure 138: Levels of interest in product qualities and information sources on haircare, February 2013
                                                                                                                                                                                                                                          • Figure 139: Levels of interest in product qualities and information sources on haircare, by levels of interest in information sources on haircare, February 2013
                                                                                                                                                                                                                                          • Figure 140: Levels of interest in product qualities and information sources on haircare, by levels of interest in product qualities on haircare, February 2013
                                                                                                                                                                                                                                          • Figure 141: Repertoire of levels of interest in and willingness to pay more for selected product claims, by levels of interest in information sources on haircare, February 2013
                                                                                                                                                                                                                                          • Figure 142: Repertoire of levels of interest in and willingness to pay more for selected product claims, by levels of interest in product qualities, February 2013
                                                                                                                                                                                                                                          • Figure 143: Repertoire of levels of interest in and willingness to pay more for selected product claims, by levels of interest in retailers that have in-store haircare experts, February 2013
                                                                                                                                                                                                                                          • Figure 144: Repertoire of levels of interest in and willingness to pay more for selected product claims, by levels of interest in on-pack information that helps me achieve certain hairstyles, February 2013
                                                                                                                                                                                                                                          • Figure 145: Repertoire of levels of interest in and willingness to pay more for selected product claims, by levels of interest in retailers that have a haircare counter to help me choose products, February 2013
                                                                                                                                                                                                                                          • Figure 146: Repertoire of levels of interest in and willingness to pay more for selected product claims, by levels of interest in mobile apps that help me choose haircare products, February 2013
                                                                                                                                                                                                                                          • Figure 147: Repertoire of levels of interest in and willingness to pay more for selected product claims, by levels of interest in more haircare products that are available in trial sizes, February 2013
                                                                                                                                                                                                                                          • Figure 148: Repertoire of levels of interest in and willingness to pay more for selected product claims, by levels of interest in haircare products that allow me to wash my hair less frequently, February 2013
                                                                                                                                                                                                                                          • Figure 149: Repertoire of levels of interest in and willingness to pay more for selected product claims, by levels of interest in conditioners that also cleanse my hair (ie cleansing conditioners), February 2013
                                                                                                                                                                                                                                          • Figure 150: Repertoire of levels of interest in and willingness to pay more for selected product claims, by levels of interest in hair oils, February 2013
                                                                                                                                                                                                                                          • Figure 151: Repertoire of levels of interest in and willingness to pay more for selected product claims, by levels of interest in products that spot treat oily or dirty hair without water, February 2013
                                                                                                                                                                                                                                          • Figure 152: Repertoire of levels of interest in and willingness to pay more for selected product claims, by levels of interest in concentrated or refillable haircare products that use less packaging, February 2013
                                                                                                                                                                                                                                          • Figure 153: Repertoire of levels of interest in and willingness to pay more for selected product claims, by levels of interest in haircare products that enable me to dry my hair faster, February 2013
                                                                                                                                                                                                                                          • Figure 154: Repertoire of levels of interest in and willingness to pay more for selected product claims, by levels of interest in haircare products that make my hair grow faster, February 2013
                                                                                                                                                                                                                                          • Figure 155: Levels of interest in information sources on haircare, by demographics, February 2013
                                                                                                                                                                                                                                          • Figure 156: Levels of interest in product qualities, by demographics, February 2013
                                                                                                                                                                                                                                          • Figure 157: Levels of interest in retailers that have in-store haircare experts, by demographics, February 2013
                                                                                                                                                                                                                                          • Figure 158: Levels of interest in on-pack information that helps me achieve certain hairstyles, by demographics, February 2013
                                                                                                                                                                                                                                          • Figure 159: Levels of interest in retailers that have a haircare counter to help me choose products, by demographics, February 2013
                                                                                                                                                                                                                                          • Figure 160: Levels of interest in mobile apps that help me choose haircare products, by demographics, February 2013
                                                                                                                                                                                                                                          • Figure 161: Levels of interest in more haircare products that are available in trial sizes, by demographics, February 2013
                                                                                                                                                                                                                                          • Figure 162: Levels of interest in haircare products that allow me to wash my hair less frequently, by demographics, February 2013
                                                                                                                                                                                                                                          • Figure 163: Levels of interest in conditioners that also cleanse my hair (ie cleansing conditioners), by demographics, February 2013
                                                                                                                                                                                                                                          • Figure 164: Levels of interest in hair oils, by demographics, February 2013
                                                                                                                                                                                                                                          • Figure 165: Levels of interest in products that spot treat oily or dirty hair without water (ie dry shampoos), by demographics, February 2013
                                                                                                                                                                                                                                          • Figure 166: Levels of interest in concentrated or refillable haircare products that use less packaging, by demographics, February 2013
                                                                                                                                                                                                                                          • Figure 167: Levels of interest in haircare products that enable me to dry my hair faster, by demographics, February 2013
                                                                                                                                                                                                                                          • Figure 168: Levels of interest in haircare products that make my hair grow faster, by demographics, February 2013
                                                                                                                                                                                                                                      • Appendix – What Haircare Claims Will Consumers Pay a Premium For?

                                                                                                                                                                                                                                          • Figure 169: Levels of interest in and willingness to pay more for selected product claims, February 2013
                                                                                                                                                                                                                                          • Figure 170: Number of product claims people are interested in and willing to pay more for, by product claims people are interested in and willing to pay more for, February 2013
                                                                                                                                                                                                                                          • Figure 171: Number of product claims people are interested in but unwilling to pay more for, by product claims people are interested in but unwilling to pay more for, February 2013
                                                                                                                                                                                                                                          • Figure 172: Most popular product claims people are interested in and are willing to pay more, by demographics, February 2013
                                                                                                                                                                                                                                          • Figure 173: Next most popular product claims people are interested in and are willing to pay more, by demographics, February 2013
                                                                                                                                                                                                                                          • Figure 174: Most popular product claims people are interested in but are unwilling to pay more for, by demographics, February 2013
                                                                                                                                                                                                                                          • Figure 175: Next most popular product claims people are interested in but are unwilling to pay more for, by demographics, February 2013
                                                                                                                                                                                                                                          • Figure 176: Most popular product claims people are not interested in, by demographics, February 2013
                                                                                                                                                                                                                                          • Figure 177: Next most popular product claims people are not interested in, by demographics, February 2013
                                                                                                                                                                                                                                          • Figure 178: Repertoire of levels of interest in and willingness to pay more for selected product claims, by demographics, February 2013
                                                                                                                                                                                                                                          • Figure 179: Repertoire of levels of interest in and willingness to pay more for selected product claims, by demographics, February 2013
                                                                                                                                                                                                                                          • Figure 180: Levels of interest in haircare products that make my hair grow faster, by demographics, February 2013

                                                                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                                                                      • Advertising Standards Authority
                                                                                                                                                                                                                                      • Alliance Boots UK Retail
                                                                                                                                                                                                                                      • Amazon.co.uk
                                                                                                                                                                                                                                      • Champneys Health Resorts
                                                                                                                                                                                                                                      • John Frieda
                                                                                                                                                                                                                                      • L'Oréal (UK)

                                                                                                                                                                                                                                      Shampoo, Conditioners and Styling Products - UK - April 2013

                                                                                                                                                                                                                                      US $2,478.79 (Excl.Tax)