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Shampoo, Conditioners and Treatment Products - UK - April 2012

“It seems that adults associate well groomed, frizz-free and glossy hair with confidence. Adults who buy shampoos which protect coloured hair, smooth, repair and moisturise are more very likely to feel more confident when their hair looks good. This offers an opportunity for brands to peg their marketing messages to confidence-related issues – in a similar fashion to how Dove associated its brand with feeling good about one’s body as part of its Campaign for Real Beauty.”

– Brid Costello, Senior Beauty Analyst

Some questions answered in this report include:

  • Do appearance and grooming take a back seat when consumers are strapped for cash?
  • Is haircare one of the beauty industry’s ‘recession-proof’ categories?
  • How important are price and promotions?
  • In an already hyper-segmented market, where are the opportunities?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Best- and worst-case forecast UK retail value sales of shampoos, conditioners and treatment products, 2006-16
            • Market factors
              • Population trends
                • Restoration products
                  • Downturn in salon visits heralds market opportunities
                    • Figure 2: Trends in hairdresser visits, 2007-11
                  • Companies, brands and innovation
                    • Figure 3: Manufacturers’ value shares in retail value sales of shampoo, conditioner and hair treatments, by company, 2011
                  • Heavyweight brands invest heavily to maintain market position
                    • The consumer
                      • Figure 4: Haircare attitudes, November 2011
                    • Spending on haircare products
                      • Figure 5: Spending on shampoos, conditioners and treatment products, November 2011
                    • Product attributes
                      • Figure 6: Product attributes looked for, November 2011
                    • What we think
                    • Issues in the Market

                        • Do appearance and grooming take a back seat when consumers are strapped for cash?
                          • Is haircare one of the beauty industry’s ‘recession-proof’ categories?
                            • How important are price and promotions?
                              • In an already hyper-segmented market, where are the opportunities?
                              • Future Opportunities

                                  • Trend: Premiumisation and Indulgence
                                    • Trend: Men Shopping Badly
                                    • Internal Market Environment

                                      • Key points
                                        • Attitudes towards appearance and personal care products
                                          • Figure 7: Trends in attitudes towards appearance and personal care, 2007-11
                                        • Men
                                          • Typical male haircare profile:
                                            • Hair condition
                                              • Figure 8: Trends in hair condition among men, 2007-11
                                            • Scalp condition
                                              • Figure 9: Trends in scalp conditions among men, 2007-11
                                            • Salon visits
                                              • Figure 10: Trends in hair salon/barber visits by men, 2010-11
                                            • Women
                                              • Typical female haircare profile
                                                • Hair condition
                                                  • Figure 11: Trends in hair condition among women, 2007-11
                                                • Treatments undertaken
                                                  • Figure 12: Trends in hair styling treatments among women, 2007-11
                                                • Scalp conditions
                                                  • Figure 13: Trends in scalp conditions among women, 2007-11
                                                • Salon visits
                                                  • Figure 14: Trends in hairdresser visits by women, 2007-11
                                                • Salon spending
                                                  • Figure 15: Trends in spend per visit to hairdresser, women, 2007-11
                                                • Hair colour
                                                  • Figure 16: Trends in natural hair colour, women, 2007-11
                                              • Broader Market Environment

                                                • Key points
                                                  • Influence of changes in demographic profile of population
                                                    • Figure 17: Trends in the age structure of the UK population, by gender, 2006-16
                                                  • Male market
                                                    • Female market
                                                      • Ethnicity
                                                        • Uncertain economic climate continues to put pressure on brands
                                                          • Figure 18: GFK NOP Consumer Confidence Index, January 1988- December 2011
                                                        • Shifts in shopping habits
                                                          • Figure 19: Changing grocery shopping habits, January 2009-December 2011
                                                      • Who’s Innovating?

                                                        • Key points
                                                          • Launches by sector
                                                            • Figure 20: UK shampoos, conditioners and treatment product launches, % share by sector, 2008-11
                                                            • Figure 21: UK shampoos, conditioners and treatment product launches, % by claim, 2011
                                                          • Own-label vs. branded launches
                                                            • Figure 22: Product launches within UK shampoos, conditioners and treatment products, by own- label, 2008-11
                                                          • Recent launches
                                                            • Protein shakes
                                                              • Thin isn’t in
                                                                • Just for men
                                                                  • Under the influence
                                                                    • DIY salon
                                                                      • Oil well
                                                                        • Specifically speaking
                                                                          • Washing without water
                                                                            • Treats for tresses
                                                                            • Strengths and Weaknesses

                                                                              • Strengths
                                                                                • Weaknesses
                                                                                • Competitive Context

                                                                                  • Key points
                                                                                    • Figure 23: Trends in women’s usage of selected toiletries, 2009 and 2010
                                                                                    • Figure 24: Trends in men’s usage of selected toiletries, 2009-11
                                                                                  • The lipstick effect?
                                                                                    • Figure 25: UK retail value sales of selected beauty and personal care categories, 2006-11
                                                                                • Market Size and Forecast

                                                                                  • Key points
                                                                                    • Rising sales mask discount dent
                                                                                      • Figure 26: UK retail value sales of shampoo, conditioner and hair treatments, at current and constant prices, 2006-16
                                                                                    • High performance to boost market performance
                                                                                      • Affordable luxuries
                                                                                        • Future
                                                                                          • Figure 27: Best- and worst-case forecast of UK retail value sales of shampoos, conditioners and treatment products, 2006-16
                                                                                        • Forecast methodology
                                                                                          • Shampoo
                                                                                            • Figure 28: Best- and worst-case forecast of UK retail value sales of shampoos, 2006-16
                                                                                          • Conditioner
                                                                                            • Figure 29: Best- and worst-case forecast of UK retail value sales of conditioners, 2006-16
                                                                                          • Treatment products
                                                                                            • Figure 30: Best- and worst-case forecast of UK retail value sales of treatment products, 2006-16
                                                                                        • Segment Performance

                                                                                          • Key points
                                                                                            • Shampoos
                                                                                              • Figure 31: UK retail value sales of shampoo, at current and constant prices, 2006-16
                                                                                            • Going large
                                                                                              • A dry spot
                                                                                                • Shampoo sales by target audience
                                                                                                  • Figure 32: UK retail value sales of shampoo, by target audience, 2010-11
                                                                                                • Medicated vs. beauty shampoos
                                                                                                  • Figure 33: UK retail value sales of shampoo, beauty vs. medicated, 2010-11
                                                                                                • 2-in-1s
                                                                                                  • Figure 34: UK retail value sales of shampoo, standard vs. 2-in-1, 2010-11
                                                                                                • Shampoo sales by type
                                                                                                  • Figure 35: UK retail value sales of shampoo, by hair type/product benefit, 2010-11
                                                                                                • Conditioners
                                                                                                  • Figure 36: UK retail value sales of conditioners, at current and constant prices, 2006-16
                                                                                                • Conditioner sales by product type
                                                                                                  • Figure 37: UK retail value sales of conditioners, leave-in vs. rinse-out, 2010-11
                                                                                                  • Figure 38: UK retail value sales of conditioners, by type, 2010-11
                                                                                                • Treatment products
                                                                                                  • Figure 39: UK retail value sales of treatment products, at current and constant prices, 2006-16
                                                                                              • Market Share

                                                                                                • Key points
                                                                                                  • Unilever acquisition intensifies competition
                                                                                                    • Figure 40: UK retail value sales of shampoo, conditioner and hair treatments, by company and brand, 2010-11
                                                                                                  • Market leader loses share
                                                                                                    • P&G invests heavily to maintain market position
                                                                                                      • Dove eclipsed by Alberto Culver acquisition
                                                                                                        • TRESemmé going global
                                                                                                          • Own-label
                                                                                                          • Companies and Products

                                                                                                            • Alberto Culver
                                                                                                                • Figure 41: Financial performance of Alberto Culver Company (UK) Limited, 2009-10
                                                                                                                • Figure 42: Selected products launched by Alberto Culver in the UK shampoo, conditioner and treatment products market, Jan 2011-Jan 2012
                                                                                                              • Boots UK
                                                                                                                  • Figure 43: Financial performance of Boots UK Limited, 2010-11
                                                                                                                  • Figure 44: Selected products launched by Boots UK in the UK shampoo, conditioner and hair treatment market, Jan 2011-Jan 2012
                                                                                                                • Henkel Limited
                                                                                                                    • Figure 45: Financial performance of Henkel Limited, 2009-10
                                                                                                                  • Kao Brands
                                                                                                                      • Figure 46: Financial performance of Kao Brands Europe Limited, 2009-10
                                                                                                                      • Figure 47: Selected products launched by Kao Brands in the UK shampoo, conditioners and treatment products market, Jan 2011-Jan 2012
                                                                                                                    • L’Oréal
                                                                                                                        • Figure 48: Financial performance of L’Oréal (UK) Limited, 2009-10
                                                                                                                        • Figure 49: Selected products launched by L’Oréal in the UK shampoo, conditioner and treatment products market, Jan 2011-Jan 2012
                                                                                                                      • Procter & Gamble
                                                                                                                          • Figure 50: Financial performance of Procter & Gamble (beauty segment), 2010-11
                                                                                                                          • Figure 51: Selected products launched by Procter & Gamble in the shampoo, conditioners and hair treatment market, Jan 2011-Jan 2012
                                                                                                                        • Unilever
                                                                                                                            • Figure 52: Financial performance of Unilever UK Limited, 2009-10
                                                                                                                            • Figure 53: Products launched by Unilever in the UK shampoo, conditioner and treatments products market, Jan 2011-Jan 2012
                                                                                                                        • Brand Research

                                                                                                                          • Brand map
                                                                                                                              • Figure 54: Attitudes towards and usage of brands in the shampoo, conditioners and styling products sector, November 2011
                                                                                                                            • Correspondence analysis
                                                                                                                              • Brand attitudes
                                                                                                                                • Figure 55: Attitudes by shampoo, conditioners and styling products brand, November 2011
                                                                                                                              • Brand personality
                                                                                                                                  • Figure 57: Shampoo, conditioners and styling products brand personality – micro image, November 2011
                                                                                                                                  • Figure 58: Shampoo, conditioners and styling products brand usage, November 2011
                                                                                                                                  • Figure 59: Satisfaction with various shampoo, conditioners and styling products brands, November 2011
                                                                                                                                  • Figure 60: Consideration of shampoo, conditioners and styling products brands, November 2011
                                                                                                                                  • Figure 61: Consumer perceptions of current shampoo, conditioners and styling products brand performance, November 2011
                                                                                                                                  • Figure 62: Shampoo, conditioners and styling products brand recommendation – Net Promoter Score, November 2011
                                                                                                                                • Brand index
                                                                                                                                  • Figure 63: Shampoo, conditioners and styling products brand index, November 2011
                                                                                                                                  • Figure 64: Shampoo, conditioners and styling products brand index vs. recommendation, November 2011
                                                                                                                                • Target group analysis
                                                                                                                                  • Figure 65: Target groups, November 2011
                                                                                                                                  • Figure 66: Shampoo, conditioners and styling products brand usage, by target groups, November 2011
                                                                                                                                • Group One – Conformists
                                                                                                                                  • Group Two – Simply the Best
                                                                                                                                    • Group Three – Shelf Stalkers
                                                                                                                                      • Group Four – Habitual Shoppers
                                                                                                                                        • Group Five – Individualists
                                                                                                                                        • Brand Communication and Promotion

                                                                                                                                          • Key points
                                                                                                                                            • Adspend slumps in 2012
                                                                                                                                              • Figure 67: Main media advertising expenditure on shampoos, conditioners and treatments, 2008-11
                                                                                                                                            • P&G dominates but at what cost?
                                                                                                                                              • Figure 68: Main media advertising expenditure on shampoos, conditioners and treatment products, % share by advertiser, 2011
                                                                                                                                            • L’Oréal overspends in bid to outpace market sales growth
                                                                                                                                              • Alberto Culver reaps acquisition benefits
                                                                                                                                                • TV leads, but press under pressure from digital
                                                                                                                                                  • Figure 69: Main media advertising spend on shampoos, conditioners and hair treatments, % share by media type, 2008-11
                                                                                                                                              • Channels to Market

                                                                                                                                                • Key points
                                                                                                                                                  • Grocery multiples continue to take share
                                                                                                                                                    • Figure 70: UK retail value sales of shampoo, conditioner and hair treatments, by outlet type, 2009-11
                                                                                                                                                  • Attention to customer service
                                                                                                                                                    • Mainstream hair loss prevention products could dent OTC
                                                                                                                                                      • Salons at the sharp end
                                                                                                                                                      • The Consumer – Haircare Attitudes

                                                                                                                                                        • Key points
                                                                                                                                                          • Good hair helps confidence
                                                                                                                                                              • Figure 71: Haircare attitudes, November 2011
                                                                                                                                                          • The Consumer – Trends in Usage and Frequency

                                                                                                                                                            • Key points
                                                                                                                                                              • Highest volume users
                                                                                                                                                                • Shampoo
                                                                                                                                                                  • Figure 72: Trends in male shampoo usage and frequency, 2009-11
                                                                                                                                                                  • Figure 73: Trends in female shampoo usage and frequency, 2007-11
                                                                                                                                                                • Use of conditioners
                                                                                                                                                                  • Figure 74: Trends in male conditioner usage and frequency, 2007-11
                                                                                                                                                                  • Figure 75: Trends in female conditioner usage and frequency, 2007-11
                                                                                                                                                                • Shampoo and conditioner usage by type
                                                                                                                                                                  • Figure 76: Trends in usage of shampoo/conditioner, by type, by gender, 2007-11
                                                                                                                                                                • Men choose normal shampoos or 2-in-1s
                                                                                                                                                                  • Women eschewing 2-in-1s for tailored formulas
                                                                                                                                                                    • Usage of treatment products
                                                                                                                                                                      • Figure 77: Trends in hair conditioning treatments and masques by women and frequency, 2007-11
                                                                                                                                                                      • Figure 78: Trends in type of hair conditioning treatments and masques used most often by women, 2007-11
                                                                                                                                                                  • The Consumer – Attitudes Toward Spend and Amount Spent on Shampoos, Conditioners and Treatments

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Attitudes towards spending on products
                                                                                                                                                                        • Figure 79: Attitudes towards spending on shampoos, conditioners and treatment products, November 2011
                                                                                                                                                                      • Amount spent on haircare products
                                                                                                                                                                        • Figure 80: Spending on shampoos, conditioners and treatment products, November 2011
                                                                                                                                                                      • Shampoo
                                                                                                                                                                        • Dry shampoo
                                                                                                                                                                          • Wash-out conditioner
                                                                                                                                                                            • Leave-in conditioner
                                                                                                                                                                              • Hair treatment products
                                                                                                                                                                              • Shopping for Shampoo, Conditioner and Treatment Products

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Shampoo
                                                                                                                                                                                    • Figure 81: Shampoo shopping habits, November 2011
                                                                                                                                                                                  • Conditioners
                                                                                                                                                                                    • Figure 82: Conditioner shopping habits, November 2011
                                                                                                                                                                                  • Hair treatment products
                                                                                                                                                                                    • Figure 83: Hair treatment product shopping habits, November 2011
                                                                                                                                                                                • The Consumer – Usage by Product Attributes

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Attributes by product type
                                                                                                                                                                                      • Figure 84: Product attributes looked for when buying shampoo, conditioner and treatment products, November 2011
                                                                                                                                                                                    • Shampoo
                                                                                                                                                                                      • Conditioner
                                                                                                                                                                                        • Treatment products
                                                                                                                                                                                        • Appendix – Internal Market Environment

                                                                                                                                                                                            • Figure 85: Hair condition, by demographics, 2011
                                                                                                                                                                                            • Figure 86: Hair condition, women, by demographics, 2011
                                                                                                                                                                                            • Figure 87: Women’s natural hair colour, condition of hair, permed or coloured, by demographics, 2010
                                                                                                                                                                                            • Figure 88: Scalp conditions, by demographics, 2011
                                                                                                                                                                                            • Figure 89: Scalp conditions, women, by demographics, 2011
                                                                                                                                                                                            • Figure 90: Hair salon/barber visits, men, by demographics, 2011
                                                                                                                                                                                            • Figure 91: Hairdresser visits, women, by demographics, 2011
                                                                                                                                                                                            • Figure 92: Spend per visit to hairdresser, women, by demographics, 2011
                                                                                                                                                                                            • Figure 93: Natural hair colour, by demographics, 2011
                                                                                                                                                                                            • Figure 94: Statements on personal care, by demographics, 2011
                                                                                                                                                                                            • Figure 95: Statements on personal care, by demographics, 2011 (continued)
                                                                                                                                                                                        • Appendix – Who’s Innovating?

                                                                                                                                                                                            • Figure 96: Product launches within the UK shampoos, conditioners and treatment products, by claims (top ten), 2008-11
                                                                                                                                                                                        • Appendix – Brand Research

                                                                                                                                                                                            • Figure 97: Brand usage, November 2011
                                                                                                                                                                                            • Figure 98: Brand commitment, November 2011
                                                                                                                                                                                            • Figure 99: Brand momentum, November 2011
                                                                                                                                                                                            • Figure 100: Brand diversity, November 2011
                                                                                                                                                                                            • Figure 101: Brand satisfaction, November 2011
                                                                                                                                                                                            • Figure 102: Brand recommendation, November 2011
                                                                                                                                                                                            • Figure 103: Brand attitudes, November 2011
                                                                                                                                                                                            • Figure 104: Brand image – macro image, November 2011
                                                                                                                                                                                            • Figure 105: Brand image – micro image, November 2011
                                                                                                                                                                                            • Figure 106: Profile of target groups by demographic, November 2011
                                                                                                                                                                                            • Figure 107: Psychographic segmentation by target group, November 2011
                                                                                                                                                                                            • Figure 108: Brand usage by target group, November 2011
                                                                                                                                                                                          • Brand index
                                                                                                                                                                                            • Figure 109: Brand index, November 2011
                                                                                                                                                                                        • Appendix – The Consumer – Usage and Frequency

                                                                                                                                                                                            • Figure 110: Shampoo usage, by men and frequency, by demographics, 2011
                                                                                                                                                                                            • Figure 111: Shampoo usage, by women and frequency, by demographics, 2011
                                                                                                                                                                                            • Figure 112: Conditioner usage frequency, men by demographics, 2011
                                                                                                                                                                                            • Figure 113: Conditioner usage and frequency, women by demographics, 2010
                                                                                                                                                                                            • Figure 114: Hair conditioning treatments and masques usage and frequency, women by demographics, 2011
                                                                                                                                                                                        • Appendix – The Consumer – Shopping for Shampoos, Conditioners and Hair Treatment Products

                                                                                                                                                                                            • Figure 115: Spending on shampoos, by demographics, November 2011
                                                                                                                                                                                            • Figure 116: Spending on dry shampoos, by demographics, November 2011
                                                                                                                                                                                            • Figure 117: Spending on wash-out conditioners, by demographics, November 2011
                                                                                                                                                                                            • Figure 118: Spending on leave-in conditioners, by demographics, November 2011
                                                                                                                                                                                            • Figure 119: Spending on hair treatment products, by demographics, November 2011
                                                                                                                                                                                            • Figure 120: Most popular shampoo products shopping habits, by demographics, November 2011
                                                                                                                                                                                            • Figure 121: Next most popular shampoo products shopping habits, by demographics, November 2011
                                                                                                                                                                                            • Figure 122: Most popular conditioner products shopping habits, by demographics, November 2011
                                                                                                                                                                                            • Figure 123: Next most popular conditioner products shopping habits, by demographics, November 2011
                                                                                                                                                                                            • Figure 124: Most popular hair treatment products shopping habits, by demographics, November 2011
                                                                                                                                                                                            • Figure 125: Next most popular hair treatment products shopping habits, by demographics, November 2011
                                                                                                                                                                                            • Figure 126: Most popular attitudes to shampoos, conditioners and treatment products, by demographics, November 2011
                                                                                                                                                                                            • Figure 127: Next most popular attitudes to shampoos, conditioners and treatment products, by demographics, November 2011
                                                                                                                                                                                        • Appendix – The Consumer – Usage by Product Type

                                                                                                                                                                                            • Figure 128: Most popular shampoo attributes looked for, by demographics, November 2011
                                                                                                                                                                                            • Figure 129: Next most popular shampoo attributes looked for, by demographics, November 2011
                                                                                                                                                                                            • Figure 130: Most popular conditioner attributes looked for, by demographics, November 2011
                                                                                                                                                                                            • Figure 131: Next most popular conditioner attributes looked for, by demographics, November 2011
                                                                                                                                                                                            • Figure 132: Most popular hair treatment products attributes looked for, by demographics, November 2011
                                                                                                                                                                                            • Figure 133: Next most popular hair treatment products attributes looked for, by demographics, November 2011

                                                                                                                                                                                        Shampoo, Conditioners and Treatment Products - UK - April 2012

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