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Shampoo, Conditioners and Styling Products - US - April 2013

“The haircare category is highly saturated and competitive, creating challenges for manufacturers and retailers to encourage increased consumer spending in the category. However, continued improvements in product functionality combined with the emergence of new segments such as anti-aging have the potential to drive future category growth.”

– Shannon Romanowski, Beauty & Personal Care Analyst

Some questions answered in this report include:

  • Shampoo has high household penetration, making segment growth challenging. What are the opportunities to drive growth and add meaningful value that will encourage consumers to trade up in the segment?
  • Low price was listed as the top influencer when purchasing haircare in 2012. How can manufacturers elevate the perception of haircare and encourage increased spending in the category?
  • Natural/botanical is the leading haircare claim and generates high levels of consumer interest. However, consumers aren’t necessarily willing to pay more for natural ingredients. How can the category make natural products a stronger value-added proposition?

 

The shampoo, conditioner, and styling products market saw modest growth between 2007 and 2012, rising 7% and reaching an estimated $7 billion in sales during that time period. Shampoo and conditioner are the largest segments in the category, and have outperformed the styling products segment in terms of sales growth. Styling product usage is in part dictated by hairstyle trends, which currently are geared toward more effortless and natural styles, potentially impacting use of high hold products like gel or hairspray. While value is important to consumers in the category, private label remains a very small and declining player, as shoppers see a benefit to purchasing branded products.

For the purposes of this report, the shampoo, conditioner, and styling products market has been segmented as follows:

  • Shampoo, including anti-dandruff formulas
  • Conditioner, including leave-in and rinse-out products
  • Hairstyling products including gel, mousse, cream, oil, putty, and other texturizers
  • Spray/spritz

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Table of contents

  1. Scope and Themes

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

                        • The market
                          • Figure 1: U.S. sales and fan chart forecast of shampoo, conditioner, and styling products, at current prices, 2007-17
                        • Market factors
                          • Aging population creates challenges for haircare industry
                            • Figure 2: U.S. population aged 18 or older, by age, 2013 and 2018
                          • Hispanic population highly engaged in the haircare category
                            • Figure 3: Population aged 18 or older, by race and Hispanic origin, 2013 and 2018
                          • Consumer confidence on the rise
                            • Figure 4: Thomson Reuters/University of Michigan Index of Consumer Sentiment, 2007-13
                          • Segment performance
                            • Figure 5: Sales of shampoo, conditioner, and styling products, segmented by type, 2010 and 2012
                          • The consumer
                            • Shampoo used universally, conditioner and styling product use driven by women
                              • Figure 6: Top five hair products used, by gender, December 2012
                            • Consumers interested in a variety of information sources
                              • Figure 7: Any interest in haircare information sources, by gender, December 2012
                            • Shampoo alternatives generate interest
                              • Figure 8: Any interest in haircare forms, by gender, December 2012
                            • Consumers interested in natural claims, but more willing to pay for functional benefits
                              • Figure 9: Interest in top five product claims/benefits based on price, any interest and interested and would pay more, December 2012
                            • Scalp health is important to consumers
                              • Figure 10: Attitudes toward haircare and haircare products, by gender, December 2012
                            • What we think
                            • Issues in the Market

                                • Shampoo has high household penetration, making segment growth challenging. What are the opportunities to drive growth and add meaningful value that will encourage consumers to trade up in the segment?
                                  • Low price was listed as the top influencer when purchasing haircare in 2012. How can manufacturers elevate the perception of haircare and encourage increased spending in the category?
                                    • Natural/botanical is the leading haircare claim and generates high levels of consumer interest. However, consumers aren’t necessarily willing to pay more for natural ingredients. How can the category make natural products a stronger value-added proposition?
                                    • Insights and Opportunities

                                      • Trends in skincare could drive innovation in the haircare category
                                        • Anti-aging
                                          • Hair primers
                                            • Stem cell technology
                                            • Trend Applications

                                                • Trend: Girly Men
                                                  • Trend: Nouveau Poor
                                                    • Mintel Futures: Old Gold
                                                    • Market Size and Forecast

                                                      • Key points
                                                        • Category growth slow
                                                          • Haircare forecast to see modest growth through 2017
                                                            • Figure 11: Total U.S. retail sales and forecast of shampoo, conditioner, and styling products, at current prices, 2007-17
                                                            • Figure 12: Total U.S. retail sales and forecast of shampoo, conditioner, and styling products at inflation-adjusted prices, 2007-17
                                                          • Fan chart forecast
                                                              • Figure 13: U.S. sales and fan chart forecast of shampoo, conditioner, and styling products, at current prices, 2007-17
                                                          • Market Drivers

                                                            • Aging population creates challenges for haircare market
                                                              • Figure 14: U.S. population aged 18 or older, by age, 2008-18
                                                            • Hispanic population is growing and engaged in the category
                                                              • Figure 15: U.S. population aged 18 or older, by race and Hispanic origin, 2008-18
                                                            • Consumer confidence strengthening
                                                              • Figure 16: Thomson Reuters/University of Michigan Index of Consumer Sentiment, 2007-13
                                                              • Figure 17: Haircare product usage, by gender and household income, December 2012
                                                          • Competitive Context

                                                            • Professional services
                                                            • Segment Performance

                                                              • Key points
                                                                • Shampoo and conditioner post strongest performance
                                                                  • Hairstyling, spray/spritz segments experience little growth
                                                                    • Figure 18: Sales of shampoo, conditioner, and styling products, segmented by type, 2010 and 2012
                                                                • Segment Performance—Shampoo

                                                                  • Key points
                                                                    • Shampoo is growing, but slowly
                                                                      • Sales and forecast of shampoo
                                                                        • Figure 19: Sales and forecast of shampoo, at current prices, 2007-17
                                                                    • Segment Performance—Conditioner

                                                                      • Key points
                                                                        • Conditioner posts solid sales gains
                                                                          • Sales and forecast of conditioner
                                                                            • Figure 20: Sales and forecast of conditioner, at current prices, 2007-17
                                                                        • Segment Performance—Hairstyling Products

                                                                          • Key points
                                                                            • Sales are flat in hairstyling products segment
                                                                              • Sales and forecast of hairstyling products
                                                                                • Figure 21: Sales and forecast of hairstyling products, at current prices, 2007-17
                                                                            • Segment Performance—Spray/Spritz

                                                                              • Key points
                                                                                • Spray/spritz segment experiencing little growth
                                                                                  • Sales and forecast of spray/spritz
                                                                                    • Figure 22: Sales and forecast of spray/spritz, at current prices, 2007-17
                                                                                • Retail Channels

                                                                                  • Key points
                                                                                    • Haircare seeing modest growth across all retail channels
                                                                                      • Figure 23: Total U.S. retail sales of shampoo, conditioner, and styling products, by channel, 2010 and 2012
                                                                                    • Other retail channels dominate haircare retail sales
                                                                                      • Drug stores and supermarkets are small but steady players in haircare
                                                                                        • Figure 24: Total U.S. retail sales of shampoo, conditioner, and styling products, by channel, at current prices 2007-12
                                                                                    • Leading Companies

                                                                                      • Key points
                                                                                        • Unilever holds top spot in category thanks to acquisition, new brand
                                                                                          • P&G continues to lose ground
                                                                                            • Manufacturer sales of shampoo, conditioner, and styling products
                                                                                              • Figure 25: MULO sales of shampoo, conditioner, and styling products, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                          • Brand Share—Shampoo

                                                                                            • Key points
                                                                                              • P&G leads shampoo segment
                                                                                                • Unilever gaining ground
                                                                                                  • Manufacturer sales of shampoo
                                                                                                    • Figure 26: MULO sales of shampoo, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                • Brand Share—Conditioner

                                                                                                  • Key points
                                                                                                    • Unilever overtakes P&G for top spot in conditioner segment
                                                                                                      • L’Oréal sees gains in sales, share
                                                                                                        • Manufacturer sales of conditioner
                                                                                                          • Figure 27: MULO sales of conditioner, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                      • Brand Share—Hairstyling Products

                                                                                                        • Key points
                                                                                                          • Unilever leads hairstyling products segment, though L’Oréal seeing healthier growth
                                                                                                            • P&G’s struggles continue in styling
                                                                                                              • Colomer USA, Organix posting strongest gains in the segment
                                                                                                                • Manufacturer sales of hairstyling products
                                                                                                                  • Figure 28: MULO sales of hairstyling products, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                              • Brand Share—Spray/Spritz

                                                                                                                • Key points
                                                                                                                  • Unilever holds top spot in spray/spritz segment
                                                                                                                    • Smaller, niche brands gain ground
                                                                                                                      • Manufacturer sales of spray/spritz
                                                                                                                        • Figure 29: MULO sales of spray/spritz, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                    • Innovations and Innovators

                                                                                                                      • New product launch trends
                                                                                                                        • Figure 30: Haircare product introductions, by sub-category, 2007-13
                                                                                                                        • Figure 31: Haircare product introduction, by top 10 product claims, 2007-13
                                                                                                                      • Product innovations
                                                                                                                        • Men’s haircare
                                                                                                                          • Natural ingredients
                                                                                                                            • Scalp care
                                                                                                                              • Shampoo alternatives
                                                                                                                                • Shine/shimmer
                                                                                                                                  • Keratin technology
                                                                                                                                    • Powerful claims
                                                                                                                                    • Marketing Strategies

                                                                                                                                      • Overview of the brand landscape
                                                                                                                                        • Strategy: Celebrity endorsements
                                                                                                                                          • Figure 32: Pantene daily moisture renewal print ad
                                                                                                                                          • Figure 33: L’Oréal, “Five Reasons,” TV AD, 2013
                                                                                                                                          • Figure 34: Clear Scalp & Hair Therapy, “Right End,” TV AD, 2013
                                                                                                                                        • Strategy: Marketing to men
                                                                                                                                          • Figure 35: Head & Shoulders, “Homerun,” TV AD, 2012
                                                                                                                                        • Strategy: Anti-aging focus
                                                                                                                                          • Figure 36: Pantene, “10 Years Younger,” TV AD, 2013
                                                                                                                                          • Figure 37: Nexxus, “New Haircare,” TV AD, 2012
                                                                                                                                        • Strategy: Aligning with salon-quality benefits
                                                                                                                                          • Figure 38: Suave, “Shine On,” TV AD, 2012
                                                                                                                                        • Strategy: Customized solutions
                                                                                                                                          • Figure 39: Pantene truly natural print ad
                                                                                                                                        • Strategy: Online tutorials
                                                                                                                                          • Figure 40: Garnier Fructis screenshot, 2013
                                                                                                                                      • Social Media

                                                                                                                                        • Key points
                                                                                                                                          • Key social media metrics
                                                                                                                                            • Figure 41: Key brand metrics, shampoo, conditioner, and styling brands, March 2013
                                                                                                                                          • Market overview
                                                                                                                                            • Brand usage and awareness
                                                                                                                                              • Figure 42: Usage and awareness of selected shampoo, conditioner, and styling brands, January 2013
                                                                                                                                            • Interaction with brands
                                                                                                                                              • Figure 43: Interaction with selected shampoo, conditioner, and styling brands, January 2013
                                                                                                                                            • Online conversations
                                                                                                                                              • Figure 44: Percentage of consumer conversation by selected shampoo, conditioner, and styling brands, Feb. 12-March 11, 2013
                                                                                                                                              • Figure 45: Online mentions, selected shampoo, conditioner and styling brands, percentage of daily mentions, by day, Feb. 12-March 11, 2013
                                                                                                                                            • Where are people talking about shampoo, conditioner, and styling brands?
                                                                                                                                              • Figure 46: Mentions by page type, selected shampoo, conditioner, and styling brands, Feb. 12-March 11, 2013
                                                                                                                                            • What are people talking about online?
                                                                                                                                              • Figure 47: Mentions by type of conversation, selected shampoo, conditioner and styling brands, Feb. 12-March 11, 2013
                                                                                                                                              • Figure 48: Major areas of discussion surrounding shampoo, conditioner and styling brands, percentage of daily mentions, by day, Feb. 12-March 11, 2013
                                                                                                                                              • Figure 49: Major areas of discussion surrounding shampoo, conditioner and styling brands, by page type, Feb. 12-March 11, 2013
                                                                                                                                            • Brand analysis
                                                                                                                                              • Pantene
                                                                                                                                                • Figure 50: Pantene key social media indicators, March 2013
                                                                                                                                              • Key online campaigns
                                                                                                                                                • What we think
                                                                                                                                                  • Bumble and Bumble
                                                                                                                                                    • Figure 51: Bumble and Bumble key social media indicators, March 2013
                                                                                                                                                  • Key online campaigns
                                                                                                                                                    • What we think
                                                                                                                                                      • Paul Mitchell
                                                                                                                                                        • Figure 52: Paul Mitchell key social media indicators, March 2013
                                                                                                                                                      • Key online campaigns
                                                                                                                                                        • What we think
                                                                                                                                                          • Clear Scalp & Hair Therapy
                                                                                                                                                            • Figure 53: Clear Scalp & Hair Therapy key social media indicators, march 2013
                                                                                                                                                          • Key online campaigns
                                                                                                                                                            • What we think
                                                                                                                                                              • Living Proof
                                                                                                                                                                • Figure 54: Living Proof key social media indicators, March 2013
                                                                                                                                                              • Key online campaigns
                                                                                                                                                                • What we think
                                                                                                                                                                  • American Crew
                                                                                                                                                                    • Figure 55: American Crew key social media indicators, March 2013
                                                                                                                                                                  • Key online campaigns
                                                                                                                                                                    • What we think
                                                                                                                                                                    • Haircare Product Usage

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Shampoo most used haircare product
                                                                                                                                                                          • Figure 56: Haircare product usage, by gender, December 2012
                                                                                                                                                                        • Users of premium haircare brands more likely to use most hair products
                                                                                                                                                                          • Figure 57: Haircare product usage by brands used, December 2012
                                                                                                                                                                      • Usage—Shampoo

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Majority of consumers use shampoo
                                                                                                                                                                            • Figure 58: Shampoo usage, by gender and age, December 2012
                                                                                                                                                                            • Figure 59: Shampoo usage, by gender and household income, December 2012
                                                                                                                                                                          • Dry shampoo is small but emerging in the mass market
                                                                                                                                                                            • Figure 60: Belief that washing hair too frequently is damaging, by gender, December 2012
                                                                                                                                                                            • Figure 61: Attitudes toward dry shampoo, by gender, December 2012
                                                                                                                                                                          • Consumers average nearly daily use of shampoo
                                                                                                                                                                            • Figure 62: Frequency of use of shampoo, by gender and age, August 2011-August 2012
                                                                                                                                                                          • Normal or regular shampoo variants have highest reported usage
                                                                                                                                                                            • Figure 63: Kinds of shampoo used, by gender, August 2011-August 2012
                                                                                                                                                                            • Figure 64: Kinds of shampoo used, by gender and age, August 2011-August 2012
                                                                                                                                                                          • Suave, Pantene are most used shampoo brands
                                                                                                                                                                            • Figure 65: Brands of shampoo used, by gender and age, August 2011-August 2012
                                                                                                                                                                        • Usage—Conditioner

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Conditioner use largely driven by women
                                                                                                                                                                              • Figure 66: Conditioner usage, by gender and age, December 2012
                                                                                                                                                                              • Figure 67: Conditioner usage, by gender and household income, December 2012
                                                                                                                                                                            • Consumers use conditioners frequently, though less than shampoo
                                                                                                                                                                              • Figure 68: Frequency of use of hair conditioner/treatment, by gender and age, August 2011-August 2012
                                                                                                                                                                            • Normal conditioner variants have highest reported usage
                                                                                                                                                                              • Figure 69: Types of hair conditioner/treatment used, by gender and age, August 2011-August 2012
                                                                                                                                                                            • Pantene, Suave are most used conditioner brands
                                                                                                                                                                              • Figure 70: Brands of hair conditioner/treatment used, by gender and age, August 2011-August 2012
                                                                                                                                                                          • Usage—Hairstyling Products and Treatments

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Styling product use primarily driven by women
                                                                                                                                                                                  • Figure 71: Hairstyling product and treatment usage, by gender and age, December 2012
                                                                                                                                                                                  • Figure 72: Hairstyling product and treatment usage, by gender and household income, December 2012
                                                                                                                                                                                • Hairspray is most used hairstyling product
                                                                                                                                                                                  • Figure 73: Types of hairspray used, by gender, August 2011-August 2012
                                                                                                                                                                                  • Figure 74: Forms of hairspray used, by gender, August 2011-August 2012
                                                                                                                                                                                • Suave, TRESemmé most used hairstyling brands
                                                                                                                                                                                  • Figure 75: Brands of hairspray used, by gender and age, August 2011-August 2012
                                                                                                                                                                                  • Figure 76: Brands of hairstyling products used, by gender and age, August 2011-August 2012
                                                                                                                                                                              • Haircare Purchasing Behaviors

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Consumers looking for haircare products to address specific problems, benefits
                                                                                                                                                                                      • Figure 77: Haircare purchasing behaviors, by gender, December 2012
                                                                                                                                                                                      • Figure 78: Haircare purchasing behaviors, by gender and age, December 2012
                                                                                                                                                                                    • Men looking for male-specific haircare products
                                                                                                                                                                                      • Majority of consumers don’t think all haircare products work the same
                                                                                                                                                                                        • Figure 79: Haircare purchasing behaviors, by gender and household income, December 2012
                                                                                                                                                                                    • Interest in Haircare Products—Information Sources

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Female respondents interested in haircare information on product package, in stores
                                                                                                                                                                                          • Figure 80: Interest in haircare information sources, December 2012
                                                                                                                                                                                          • Figure 81: Interest in haircare information sources, by gender, December 2012
                                                                                                                                                                                        • Mobile apps could be opportunity to engage men in category
                                                                                                                                                                                          • Figure 82: Interest in haircare information sources, by gender and age, December 2012
                                                                                                                                                                                          • Figure 83: Interest in information sources by haircare purchasing behaviors, December 2012
                                                                                                                                                                                          • Figure 84: Interest in information sources by shopping for haircare, December 2012
                                                                                                                                                                                      • Interest in Haircare Products—Forms

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Consumers interested in shampoo alternatives
                                                                                                                                                                                            • Figure 85: Interest in haircare product forms, December 2012
                                                                                                                                                                                            • Figure 86: Any interest in haircare product forms, by gender, December 2012
                                                                                                                                                                                            • Figure 87: Any interest in haircare product forms, by gender and age, December 2012
                                                                                                                                                                                          • Trial and smaller sizes appeal to lower-income consumers
                                                                                                                                                                                            • Figure 88: Interest in haircare product forms, by gender and household income, December 2012
                                                                                                                                                                                        • Interest in Haircare Product Features Based on Price

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • Consumers willing to pay for improved functionality
                                                                                                                                                                                              • Figure 89: Interest in product claims/benefits based on price, December 2012
                                                                                                                                                                                            • Men interested in multi-functional, deodorizing haircare products
                                                                                                                                                                                              • Figure 90: Interest in product claims/benefits based on price —interested and would be willing to pay more, by gender, December 2012
                                                                                                                                                                                              • Figure 91: Interest in product claims/benefits based on price—interested and would be willing to pay more, by gender and age, December 2012
                                                                                                                                                                                          • Interest in and Attitudes Toward Hair Oils

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • Hair oils offer multiple benefits
                                                                                                                                                                                                • Figure 92: Interest in hair oils, December 2012
                                                                                                                                                                                                • Figure 93: Any interest in hair oils, by gender and age, December 2012
                                                                                                                                                                                                • Figure 94: Any interest in hair oils, by gender and household income, December 2012
                                                                                                                                                                                                • Figure 95: Attitudes toward hair oils, by gender and age, December 2012
                                                                                                                                                                                            • Attitudes Toward Haircare and Haircare Products

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Consumers associate hair health with scalp health
                                                                                                                                                                                                  • Sensorial cues could support product efficacy
                                                                                                                                                                                                    • Opportunity to counter brand switching with marketing efforts
                                                                                                                                                                                                      • Figure 96: Attitudes toward haircare and haircare products, by gender, December 2012
                                                                                                                                                                                                      • Figure 97: Attitudes toward haircare and haircare products, by gender and age, December 2012
                                                                                                                                                                                                  • Race and Hispanic Origin

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • Hispanics are highly involved in haircare category
                                                                                                                                                                                                        • Figure 98: Haircare product usage, by race/Hispanic origin, December 2012
                                                                                                                                                                                                      • Hispanic and black consumers more likely to seek specialized benefits when purchasing haircare
                                                                                                                                                                                                        • Figure 99: Haircare purchasing behaviors, by race/Hispanic origin, December 2012
                                                                                                                                                                                                      • Multicultural consumers report high levels of interest in new product claims, benefits, and forms
                                                                                                                                                                                                        • Figure 100: Interest in product qualities/information sources, by race/Hispanic origin, December 2012
                                                                                                                                                                                                        • Figure 101: Interest in product claims/benefits based on price—interested and would be willing to pay more, by race/Hispanic origin, December 2012
                                                                                                                                                                                                        • Figure 102: Attitudes toward dry shampoo, by race/Hispanic origin, December 2012
                                                                                                                                                                                                        • Figure 103: Attitudes toward hair oils, by race/Hispanic origin, December 2012
                                                                                                                                                                                                    • Cluster Analysis

                                                                                                                                                                                                        • Figure 104: Shampoo, conditioner, and styling product clusters, December 2012
                                                                                                                                                                                                      • Cluster 1: Practical
                                                                                                                                                                                                        • Opportunities
                                                                                                                                                                                                          • Cluster 2: Basics
                                                                                                                                                                                                            • Opportunities
                                                                                                                                                                                                              • Cluster 3: Involved
                                                                                                                                                                                                                • Opportunities
                                                                                                                                                                                                                  • Cluster 4: Confident
                                                                                                                                                                                                                    • Opportunities
                                                                                                                                                                                                                      • Cluster characteristic tables
                                                                                                                                                                                                                        • Figure 105: Haircare product usage, by target clusters, December 2012
                                                                                                                                                                                                                        • Figure 106: Haircare purchasing behaviors, by target clusters, December 2012
                                                                                                                                                                                                                        • Figure 107: Interest in product qualities/information sources, by target clusters, December 2012
                                                                                                                                                                                                                        • Figure 108: Any interest in product claims/benefits based on price, by target clusters, December 2012
                                                                                                                                                                                                                        • Figure 109: Interest in product claims/benefits and would be willing to pay more, by target clusters, December 2012
                                                                                                                                                                                                                        • Figure 110: Attitudes toward dry shampoo, by target clusters, December 2012
                                                                                                                                                                                                                        • Figure 111: Attitudes toward hair oils, by target clusters, December 2012
                                                                                                                                                                                                                        • Figure 112: Attitudes toward haircare and haircare products, by target clusters, December 2012
                                                                                                                                                                                                                      • Cluster demographics
                                                                                                                                                                                                                        • Figure 113: Target clusters, by demographic, December 2012
                                                                                                                                                                                                                      • Cluster methodology
                                                                                                                                                                                                                      • Key Household Purchase Measures—SymphonyIRI Group Builders Panel Data

                                                                                                                                                                                                                          • Regular shampoo
                                                                                                                                                                                                                            • Consumer insights on key purchase measures
                                                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                                                • Figure 114: Brand map, selected brands of regular shampoo, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                                                  • Figure 115: Key purchase measures for the top brands of regular shampoo, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                                                                                • Dandruff shampoo
                                                                                                                                                                                                                                  • Consumer insights on key purchase measures
                                                                                                                                                                                                                                    • Brand map
                                                                                                                                                                                                                                      • Figure 116: Brand map, selected brands of dandruff shampoo buying rate, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                                                                                        • Figure 117: Key purchase measures for the top brands of dandruff shampoo, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                                                                                      • Hair conditioner
                                                                                                                                                                                                                                        • Consumer insights on key purchase measures
                                                                                                                                                                                                                                          • Brand map
                                                                                                                                                                                                                                            • Figure 118: Brand map, selected brands of hair conditioner buying rate, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                                                                                              • Figure 119: Key purchase measures for the top brands of hair conditioner, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                                                                                            • Hairstyling products
                                                                                                                                                                                                                                              • Consumer insights on key purchase measures
                                                                                                                                                                                                                                                • Brand map
                                                                                                                                                                                                                                                  • Figure 120: Brand map, selected brands of hairstyling product buying rate, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                                                                                                • Brand leader characteristics
                                                                                                                                                                                                                                                  • Key purchase measures
                                                                                                                                                                                                                                                    • Figure 121: Key purchase measures for the top brands of hairstyling products, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                                                                                                  • Hairspray/spritz
                                                                                                                                                                                                                                                    • Consumer insights on key purchase measures
                                                                                                                                                                                                                                                      • Brand map
                                                                                                                                                                                                                                                        • Figure 122: Brand map, selected brands of hairspray/spritz buying rate, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                                                                                          • Figure 123: Key purchase measures for the top brands of hairspray/spritz, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                                                                                                      • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                                                        • Haircare product usage
                                                                                                                                                                                                                                                          • Figure 124: Haircare product usage, by gender and age, December 2012
                                                                                                                                                                                                                                                        • Interest in haircare products—information sources and forms
                                                                                                                                                                                                                                                          • Figure 125: Interest in haircare information sources, by gender and household income, December 2012
                                                                                                                                                                                                                                                          • Figure 126: Interest in haircare product forms by shopping for haircare, December 2012
                                                                                                                                                                                                                                                          • Figure 127: Interest in haircare product forms by shopping for haircare, December 2012
                                                                                                                                                                                                                                                        • Interest in haircare product features based on price
                                                                                                                                                                                                                                                          • Figure 128: Any interest in product claims/benefits based on price, by gender, December 2012
                                                                                                                                                                                                                                                          • Figure 129: Any interest in product claims/benefits based on price, by race/Hispanic origin, December 2012
                                                                                                                                                                                                                                                          • Figure 130: any interest in product claims/benefits based on price, by gender and age, December 2012
                                                                                                                                                                                                                                                          • Figure 131: Any interest in product claims/benefits based on price, by gender and household income, December 2012
                                                                                                                                                                                                                                                          • Figure 132: Interest in product claims/benefits based on price—interested and would be willing to pay more, by gender and household income, December 2012
                                                                                                                                                                                                                                                        • Attitudes toward haircare
                                                                                                                                                                                                                                                          • Figure 133: Haircare attitudes, December 2012
                                                                                                                                                                                                                                                          • Figure 134: Attitudes toward dry shampoo, by gender and age, December 2012
                                                                                                                                                                                                                                                          • Figure 135: Attitudes toward dry shampoo by product usage, December 2012
                                                                                                                                                                                                                                                          • Figure 136: Attitudes toward dry shampoo by product usage, December 2012
                                                                                                                                                                                                                                                          • Figure 137: Attitudes toward hair oils, by gender, December 2012
                                                                                                                                                                                                                                                          • Figure 138: Attitudes toward haircare and haircare products, by race/Hispanic origin, December 2012
                                                                                                                                                                                                                                                      • Appendix: Social Media

                                                                                                                                                                                                                                                        • Brand usage or awareness
                                                                                                                                                                                                                                                          • Figure 139: Brand usage or awareness, January 2013
                                                                                                                                                                                                                                                          • Figure 140: Pantene usage or awareness, by demographics, January 2013
                                                                                                                                                                                                                                                          • Figure 141: Clear Scalp & Hair Therapy usage or awareness, by demographics, January 2013
                                                                                                                                                                                                                                                          • Figure 142: Living proof usage or awareness, by demographics, January 2013
                                                                                                                                                                                                                                                          • Figure 143: Bumble and Bumble usage or awareness, by demographics, January 2013
                                                                                                                                                                                                                                                          • Figure 144: Paul Mitchell usage or awareness, by demographics, January 2013
                                                                                                                                                                                                                                                          • Figure 145: American Crew usage or awareness, by demographics, January 2013
                                                                                                                                                                                                                                                        • Interaction with shampoo, conditioner, and styling products brands
                                                                                                                                                                                                                                                          • Figure 146: Activities done, January 2013
                                                                                                                                                                                                                                                          • Figure 147: Pantene—activities done, by demographics, January 2013
                                                                                                                                                                                                                                                          • Figure 148: Clear Scalp & Hair Therapy—activities done, by demographics, January 2013
                                                                                                                                                                                                                                                          • Figure 149: Paul Mitchell—activities done, by demographics, January 2013
                                                                                                                                                                                                                                                        • Online conversation
                                                                                                                                                                                                                                                          • Figure 150: Percentage of consumer conversation by selected shampoo, conditioner, and styling brands, Feb. 12-March 11, 2013
                                                                                                                                                                                                                                                          • Figure 151: Online mentions, selected shampoo, conditioner, and styling brands, percentage of daily mentions, by day, Feb. 12-March 11, 2013
                                                                                                                                                                                                                                                          • Figure 152: mentions by page type, selected shampoo, conditioner, and styling brands, Feb. 12-March 11, 2013
                                                                                                                                                                                                                                                          • Figure 153: Mentions by type of conversation, selected shampoo, conditioner and styling brands, Feb.12-March 11, 2013
                                                                                                                                                                                                                                                          • Figure 154: Major areas of discussion surrounding shampoo, conditioner and styling brands, percentage of daily mentions, by day, Feb. 12-March 11, 2013
                                                                                                                                                                                                                                                          • Figure 155: Major areas of discussion surrounding shampoo, conditioner and styling brands, by page type, Feb. 12-March 11, 2013
                                                                                                                                                                                                                                                      • Appendix: SymphonyIRI Builders Panel Data Definitions

                                                                                                                                                                                                                                                          • SymphonyIRI Consumer Network Metrics
                                                                                                                                                                                                                                                          • Appendix: Trade Associations

                                                                                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                                                                                            • Alberto-Culver USA Inc
                                                                                                                                                                                                                                                            • Johnson & Johnson
                                                                                                                                                                                                                                                            • L'Oréal USA
                                                                                                                                                                                                                                                            • Nexxus
                                                                                                                                                                                                                                                            • Procter & Gamble USA
                                                                                                                                                                                                                                                            • Society of Cosmetic Chemists (SCC)
                                                                                                                                                                                                                                                            • Unilever USA

                                                                                                                                                                                                                                                            Shampoo, Conditioners and Styling Products - US - April 2013

                                                                                                                                                                                                                                                            £3,199.84 (Excl.Tax)