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Shampoo, Conditioners and Styling Products - US - April 2012

The haircare market has seen little change between 2006 and 2011, with sales of $6.5 billion in 2011 just $10 million more than in 2006. Fluctuations in the interceding years have been by and large a product of the faltering economy, with increases in 2009 a result of consumers tired of constantly scrimping and saving every penny. Subsequent decreases in haircare sales were a product of those same consumers realizing the extent to which the economic slowdown would continue.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                    • Market essentially stagnant since 2006
                      • Opportunities exist for manufacturers to branch out
                        • Population figures having an impact on the market
                          • Shampoo is the largest segment, followed by conditioner
                            • Other retailers make up the largest channel for hair care
                              • Procter & Gamble remains the leading manufacturer
                                • Marketing takes on a multi-pronged approach
                                  • Consumer usage and attitudes point to industry challenges
                                    • The gender influence
                                      • The age factor
                                        • Purchase behavior
                                        • Insights and Opportunities

                                          • The increasing influence of the Hispanic consumer
                                            • Using sports figures as part of overall social media marketing efforts
                                              • Targeting men more of a priority
                                                • The anti-shampoo shampoos
                                                • Inspire Insights

                                                    • Trend: Guiding Choice
                                                      • Trend: Many Mes
                                                      • Market Size and Forecast

                                                        • Key points
                                                          • Economic slowdown continuing to have an impact
                                                            • Sales and forecast of market
                                                              • Figure 1: Total U.S. retail sales of shampoo, conditioner, and hair styling products and forecast of market, at current prices, 2006-16
                                                              • Figure 2: Total US retail sales of shampoo, conditioner, and hair styling products and forecast of market, at inflation-adjusted prices, 2006-16
                                                            • Fan chart forecast
                                                                • Figure 3: US sales and fan chart forecast of shampoo, conditioner, and hair styling products, at current prices, 2006-16
                                                              • Walmart sales
                                                              • Market Drivers

                                                                • Key points
                                                                  • Increasing Hispanic population will have a positive impact
                                                                    • Figure 4: Population, by race and Hispanic origin, 2006-16
                                                                  • Manufacturers need to think about ways to target Baby Boomers
                                                                    • Figure 5: Population, by age, 2006-16
                                                                  • Consumer confidence still shaky
                                                                    • Figure 6: Consumer sentiment index, January 2007-November 2011
                                                                • Competitive Context

                                                                  • Consumers continue shift to private label
                                                                    • Figure 7: Sales of selected beauty and personal care categories, 2006-11
                                                                • Segment Performance

                                                                  • Key points
                                                                    • Shampoo continues to dominate the hair care category
                                                                      • Figure 8: Total U.S. retail sales of shampoo, conditioner, and hair styling products, by segment, 2009 and 2011
                                                                  • Segment Performance—Shampoo

                                                                    • Key points
                                                                      • Consumers who traded down may not be coming back
                                                                        • Figure 9: Sales and forecast of shampoo, at current prices, 2006-16
                                                                    • Segment Performance—Conditioner

                                                                      • Key points
                                                                        • Lackluster conditioner sales a result of poor economy
                                                                          • Figure 10: Sales and forecast of conditioner, at current prices, 2006-16
                                                                      • Segment Performance—Gel/Mousse

                                                                        • Key points
                                                                          • Slight increase in sales seen in 2011
                                                                            • Figure 11: Sales and forecast of gel/mousse, at current prices, 2006-16
                                                                        • Segment Performance—Spray/Spritz

                                                                          • Key points
                                                                            • Consumers going for a more natural look
                                                                              • Figure 12: Sales and forecast of spray/spritz, at current prices, 2006-16
                                                                          • Retail Channels

                                                                            • Key points
                                                                              • Other retail outlets see a loss, while supermarkets and drugstores gain
                                                                                • Figure 13: Total U.S. retail sales of shampoo, conditioner, and hair styling products, by channel, 2009 and 2011
                                                                            • Retail Channels—Supermarkets

                                                                              • Key points
                                                                                • Supermarkets stepping up their marketing efforts
                                                                                  • Figure 14: Supermarket sales of hair care market, at current prices, 2006-11
                                                                              • Retail Channels—Drugstores

                                                                                • Key points
                                                                                  • Drugstores targeting ethnic consumers
                                                                                    • Figure 15: Drugstore sales of hair care market, at current prices, 2006-11
                                                                                • Retail Channels—Other

                                                                                  • Key points
                                                                                    • Walmart targeting Hispanic population
                                                                                      • Figure 16: Other retailer sales of hair care market, at current prices, 2006-11
                                                                                  • Leading Companies

                                                                                    • Key points
                                                                                      • P&G losing ground but renewing marketing efforts
                                                                                        • Figure 17: Manufacturer sales and market shares of the shampoo, conditioner, and hair styling products market, 2010 and 2011
                                                                                    • Brand Share—Shampoo

                                                                                      • Key points
                                                                                        • Unilever benefiting from purchase of Alberto-Culver
                                                                                          • Figure 18: Manufacturer sales and market shares for shampoo, 2010 and 2011
                                                                                      • Brand Share—Conditioner

                                                                                        • Key points
                                                                                          • P&G unable to sustain early success with a rebranded Pantene
                                                                                            • Figure 19: Manufacturer sales and market shares for conditioner, 2010 and 2011
                                                                                        • Brand Share—Gel/Mousse

                                                                                          • Key points
                                                                                            • Slow growth in gels/mousses
                                                                                              • Figure 20: Manufacturer sales and market shares for gel/mousse, 2010 and 2011
                                                                                          • Brand Share—Spray/Spritz

                                                                                            • Key points
                                                                                              • Sales of spray/spritz remain stable
                                                                                                • Figure 21: Manufacturer sales and market shares for spray/spritz, 2010 and 2011
                                                                                            • Innovations and Innovators

                                                                                              • Key points
                                                                                                • 2-in-1 products continue to be popular
                                                                                                  • Hair straightening product market continues to see new entrants
                                                                                                  • Marketing Strategies

                                                                                                    • Overview of the brand landscape
                                                                                                    • Hair Product Usage

                                                                                                      • Key points
                                                                                                        • Shampoo is universally used
                                                                                                          • Figure 22: Types of hair products used, July 2010-September 2011
                                                                                                        • Women are more likely to use all types of hair products
                                                                                                          • Figure 23: Types of hair products used, by gender, July 2010-September 2011
                                                                                                        • Young consumers use conditioner; over-65s more likely to use hairspray
                                                                                                          • Figure 24: Types of hair products used, by age, July 2010-September 2011
                                                                                                        • Types of hair styling products used
                                                                                                          • Figure 25: Types of hair styling products used, July 2010-September 2011
                                                                                                        • Men prefer hair gel while mousse is more popular among women
                                                                                                          • Figure 26: Types of hair styling products used, by gender, July 2010-September 2011
                                                                                                        • Young age groups more likely to use a variety of hair styling products
                                                                                                          • Figure 27: Types of hair styling products used, by age, July 2010-September 2011
                                                                                                      • Self-Described Hair Types and Conditions

                                                                                                        • Key points
                                                                                                          • Hair care products must cater to a range of hair types and conditions
                                                                                                            • Figure 28: Self-described hair types and conditions, January 2012
                                                                                                          • Men and women have different needs for hair products
                                                                                                            • Figure 29: Self-described hair types and conditions, by gender, January 2012
                                                                                                          • Kinds of shampoo and conditioner used by gender
                                                                                                            • Figure 30: Kinds of shampoo used, by gender, July 2010-September 2011
                                                                                                            • Figure 31: Kinds of conditioner used, by gender, July 2010-September 2011
                                                                                                          • Hair types and conditions change across age groups
                                                                                                            • Figure 32: Self-described hair types and conditions, by age, January 2012
                                                                                                          • Kinds of shampoo and conditioner used by age
                                                                                                            • Figure 33: Kinds of shampoo used, by age, July 2010-September 2011
                                                                                                            • Figure 34: Kinds of conditioner used, by age, July 2010-September 2011
                                                                                                        • Frequency of Hair Product Use

                                                                                                          • Key points
                                                                                                            • Shampoo used very frequently
                                                                                                                • Figure 35: Frequency of hair product use, January 2012
                                                                                                              • Men are more likely to use shampoo daily
                                                                                                                • Figure 36: Frequency of hair product use, by gender, January 2012
                                                                                                              • Young consumers more likely to use hair products daily
                                                                                                                • Figure 37: Frequency of hair product use, by age, January 2012
                                                                                                              • Daily use of hair products more pronounced among highly affluent
                                                                                                                • Figure 38: Frequency of hair product use, by household income, January 2012
                                                                                                              • Race/ethnicity tends to impact hair type, and in turn, usage frequency of hair products
                                                                                                                • Figure 39: Frequency of hair product use, by race/Hispanic origin, January 2012
                                                                                                            • Brand Switching Behaviors

                                                                                                              • Key points
                                                                                                                • Brand loyalty for hair products is low
                                                                                                                    • Figure 40: Brand switching behaviors, January 2012
                                                                                                                  • Men are more likely to be brand loyal
                                                                                                                    • Figure 41: Brand switching behaviors, by gender, January 2012
                                                                                                                  • Brand switching most prominent among those aged 35-44
                                                                                                                    • Figure 42: Brand switching behaviors, by age, January 2012
                                                                                                                  • Brand usage
                                                                                                                    • Shampoo brands used
                                                                                                                        • Figure 43: Brands of shampoo used, by age, July 2010-September 2011
                                                                                                                      • Conditioner brands used
                                                                                                                        • Figure 44: Brands of conditioner used, by gender, July 2010-September 2011
                                                                                                                    • Average Spend on Hair Products

                                                                                                                      • Key points
                                                                                                                        • Average spend on shampoo and conditioner
                                                                                                                          • Figure 45: Average spend on shampoo and conditioner, January 2012
                                                                                                                        • Men don’t typically purchase their shampoo or conditioner products
                                                                                                                          • Figure 46: Average spend on shampoo and conditioner, by gender, January 2012
                                                                                                                        • Younger age groups spend more on shampoo and conditioner
                                                                                                                          • Figure 47: Average spend on shampoo and conditioner, by age, January 2012
                                                                                                                      • Attitudes Toward Hair Products

                                                                                                                        • Key points
                                                                                                                          • Hair products suited to specific hair types are in demand
                                                                                                                            • Figure 48: Attitudes toward hair products, January 2012
                                                                                                                          • Women are more likely to use a shampoo/conditioner designed for a specific hair type
                                                                                                                            • Figure 49: Attitudes toward hair products, by gender, January 2012
                                                                                                                          • Under-25s more likely to agree that salon products are worth the premium
                                                                                                                            • Figure 50: Attitudes toward hair products, by age, January 2012
                                                                                                                        • Purchase Behavior

                                                                                                                          • Key points
                                                                                                                            • Samples not a significant driver in purchase behavior
                                                                                                                              • Figure 51: Purchase product based on sample, January 2012
                                                                                                                            • Sample trials are more effective among women
                                                                                                                              • Figure 52: Purchase product based on sample, by gender, January 2012
                                                                                                                            • Samples are less likely to instigate a purchase among older respondents
                                                                                                                              • Figure 53: Purchase product based on sample, by age, January 2012
                                                                                                                            • A large constituent of users buy different products for family members
                                                                                                                              • Figure 54: Products for family members, by gender, January 2012
                                                                                                                          • Purchasing Factors for Hair Products

                                                                                                                            • Key points
                                                                                                                              • Low price is the topmost driving factor in hair product purchases
                                                                                                                                • Figure 55: Purchasing factors for hair products, January 2012
                                                                                                                              • Women influenced by product benefits
                                                                                                                                • Figure 56: Purchasing factors for hair products (shampoo or conditioner), by gender, January 2012
                                                                                                                              • Younger consumers more influenced by recommendations
                                                                                                                                • Figure 57: Purchasing factors for hair products (shampoo or conditioner), by age, January 2012
                                                                                                                            • Importance of Product Features

                                                                                                                              • Key points
                                                                                                                                • Rinse and lather are important product features
                                                                                                                                  • Figure 58: Important product features, January 2012
                                                                                                                                • Women find functional ingredient benefits important
                                                                                                                                  • Figure 59: Important product features, by gender, January 2012
                                                                                                                                • Organic is of more importance to younger age groups
                                                                                                                                  • Figure 60: Important product features, by age, January 2012
                                                                                                                              • Key Household Purchase Measures—SymphonyIRI Builders Panel Data

                                                                                                                                  • Overview of shampoo
                                                                                                                                    • Regular shampoo
                                                                                                                                      • Consumer insights on key purchase measures
                                                                                                                                        • Brand map
                                                                                                                                          • Figure 61: Brand map, selected brands of regular shampoo buying rate, by household penetration, the 52 weeks ending 6/26/2011
                                                                                                                                        • Brand leader characteristics
                                                                                                                                          • Key purchase measures
                                                                                                                                            • Figure 62: Key purchase measures for the top brands of shampoo, by household penetration, 52 weeks ending 6/26/2011
                                                                                                                                          • Dandruff shampoo
                                                                                                                                            • Consumer insights on key purchase measures
                                                                                                                                              • Brand map
                                                                                                                                                • Figure 63: Brand map, selected brands of dandruff shampoo buying rate, by household penetration, 52 weeks ending 6/26/2011
                                                                                                                                              • Brand leader characteristics
                                                                                                                                                • Key purchase measures
                                                                                                                                                  • Figure 64: Key purchase measures for the top brands of dandruff shampoo, by household penetration, 52 weeks ending 6/26/2011
                                                                                                                                                • Hair conditioner
                                                                                                                                                  • Consumer insights on key purchase measures
                                                                                                                                                    • Brand map
                                                                                                                                                      • Figure 65: Brand map, selected brands of hair conditioner buying rate by household penetration, 52 weeks ending 6/26/2011
                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                      • Key purchase measures
                                                                                                                                                        • Figure 66: Key purchase measures for the top brands of hair conditioner, by household penetration, 52 weeks ending 6/26/2011
                                                                                                                                                      • Hair spray
                                                                                                                                                        • Consumer insights on key purchase measures
                                                                                                                                                          • Brand map
                                                                                                                                                            • Figure 67: Brand map, selected brands of hair spray buying rate, by household penetration, 52 weeks ending 6/26/2011
                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                            • Key purchase measures
                                                                                                                                                              • Figure 68: Key purchase measures for the top brands of hair spray, by household penetration, 52 weeks ending 6/26/2011
                                                                                                                                                            • Hair styling gel/mousse
                                                                                                                                                              • Consumer insights on key purchase measures
                                                                                                                                                                • Brand map
                                                                                                                                                                  • Figure 69: Brand map, selected brands of hair styling gel/mousse buying rate, by household penetration, 52 weeks ending 6/26/2011
                                                                                                                                                                • Brand leader characteristics
                                                                                                                                                                  • Key purchase measures
                                                                                                                                                                    • Figure 70: Key purchase measures for the top brands of hair styling gel/mousse, by household penetration, 52 weeks ending 6/26/2011
                                                                                                                                                                • Appendix—SymphonyIRI Builders Panel Data Definitions

                                                                                                                                                                    • SymphonyIRI Consumer Network Metrics
                                                                                                                                                                    • Appendix—Trade Associations

                                                                                                                                                                      Companies Covered

                                                                                                                                                                      • Alberto-Culver USA Inc
                                                                                                                                                                      • American Health and Beauty Aids Institute (AHBAI)
                                                                                                                                                                      • Aveda
                                                                                                                                                                      • Garnier
                                                                                                                                                                      • Grocery Manufacturers of America (GMA)
                                                                                                                                                                      • Johnson & Johnson
                                                                                                                                                                      • Kao Corporation
                                                                                                                                                                      • L'Oréal USA
                                                                                                                                                                      • Max Factor
                                                                                                                                                                      • National Association of Chain Drug Stores (NACDS)
                                                                                                                                                                      • Neutrogena Corporation
                                                                                                                                                                      • Nexxus
                                                                                                                                                                      • Olay Company, Inc.
                                                                                                                                                                      • Personal Care Products Council
                                                                                                                                                                      • Procter & Gamble Company (The)
                                                                                                                                                                      • Procter & Gamble USA
                                                                                                                                                                      • Sebastian International
                                                                                                                                                                      • Society of Cosmetic Chemists (SCC)
                                                                                                                                                                      • TIGI Haircare
                                                                                                                                                                      • Unilever USA

                                                                                                                                                                      Shampoo, Conditioners and Styling Products - US - April 2012

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