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Shampoo, Conditioners and Treatments - UK - April 2011

Shampoos, conditioners and treatments need to overcome their commodity status. Manufacturers and retailers are trapped in a vicious circle of aggressive discounting, which holds back value growth, which in turn prompts them to discount once again to drive up volume. The key to redressing this situation is to build penetration in underserved sectors such as men’s and children’s products. A combination of segmentation, imaginative marketing and courageous pricing would all help to shift the category into a more cosmetic, yet still functional, space.

  • Moisturisation is the key claim for shampoos, conditioners and treatments, with one in four actively looking for it in their purchases.
  • As consumers age, their hair may change condition, becoming dryer and coarser or finer. Many older consumers feel that they are forgotten by haircare manufacturers, who are failing to address their specific needs.
  • Nearly two thirds of consumers have not made significant changes to their haircare expenditure in the last year. However, more of those who have changed their behaviour have scaled down rather than up. Six in ten consumers have cut back on spending on their haircare in the last year by visiting the hairdresser less frequently.
  • For eight in ten consumers, their confidence is boosted when their hair looks good. Nearly a third of consumers believe that it is important for their professional image for their hair to look good. Consumers concerned about the appearance of their hair and the way it looks are most likely to be Waitrose shoppers.
  • Men (36%) are more brand loyal than women (31%) when it comes to buying shampoos. Men usually take less interest in personal grooming and so find it easier to stick to the brands they are know and trust. The same is true of treatments. Low-income consumers, earning up to £15,500, are also likely to stick to the same brands, presumably lacking the time or money to experiment with alternative brands that may not work as well as their usual labels.
  • The ethnic population in the UK grew 23% to 7.4 million in 2009, and further growth is in store, particularly among young people of mixed race or Pakistani/Bangladeshi origin. These consumers could be addressed with products formulated specifically for their hair needs and preferences.

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Table of contents

  1. Introduction

      • Abbreviations
      • Executive Summary

          • The Market
            • Figure 1: Best- and worst-case forecast sales of shampoo, conditioner and hair treatments, 2005-15
          • Price promotions support volumes, but stifle value growth
            • Shampoos in the driving position
              • Market Factors
                • Attitudes towards hair type
                  • Visits to hair salons
                    • Special offers
                      • Demographics
                        • Ethnicity
                          • Companies, brands and Innovation
                            • Figure 2: Manufacturers’ shares in UK retail value sales of shampoo, conditioners and hair treatments, 2010
                          • Procter & Gamble in pole position
                            • The consumer
                              • Figure 3: Factors that have influenced the decision to buy haircare products, March 2011
                            • Bargain hunting
                              • Trading down
                                • What We Think
                                • Issues in the Market

                                    • How has the economic downturn affected shampoo, conditioner and treatment sales?
                                      • Against this backdrop, how are brands and own label operators faring?
                                        • Which product attributes should manufacturers focus on?
                                          • What drives the purchasing decision?
                                            • Is there room for more segmentation?
                                            • Future Opportunities

                                                • Trend: Experience is All
                                                  • Trend: Water Conservation
                                                  • Internal Market Environment

                                                    • Key points
                                                      • Trends in hair type
                                                        • Figure 4: Trends in hair condition, by gender, 2006-10
                                                      • Full-time workers suffer from split ends
                                                        • Economising on salon visits
                                                          • Changes in men’s hair styling has led to decline in greasy hair
                                                            • Dry hair among older age groups
                                                              • Trends in women’s hair treatments
                                                                • Figure 5: Trends in women’s natural hair colour, condition of hair, permed or coloured, 2006-10
                                                              • Hair and scalp conditions
                                                                • Figure 6: Trends in scalp conditions, by gender, 2006-10
                                                              • Visit to hair salons
                                                                • Figure 7: Trends in hair/salon/barber visits, by gender, 2006-10
                                                            • Broader Market Environment

                                                              • Key points
                                                                • Influence of changes in demographic profile of population
                                                                  • Figure 8: Trends in the age structure of the UK population, by gender, 2005-15
                                                                  • Figure 9: The UK ethnic population, by age, 2009
                                                                • Importance of bargains
                                                                  • Figure 10: Changing grocery shopping habits, January 2009-February 2011
                                                                • Economic factors in the UK economy
                                                                  • Figure 11: Economic factors in the UK economy – gross domestic product, personal disposable income, and consumer expenditure, 2005-15
                                                                • Changes to cosmetic regulations
                                                                • Who’s Innovating?

                                                                  • Key points
                                                                    • Haircare launches by sub-category
                                                                      • Figure 12: UK haircare launches, by sub-category, 2006 -10
                                                                    • Brands lead launches
                                                                      • Figure 13: Innovation in shampoo, conditioner and hair treatments market – branded vs. own label, 2005-10
                                                                      • Figure 14: Innovation in shampoo, conditioner and hair treatments, by company, 2008-10
                                                                    • Six in ten new innovations in 2010 were botanical/herbal
                                                                      • Just under half of new product launches are moisturising / hydrating
                                                                        • For damaged hair
                                                                          • Anti-dandruff
                                                                            • Anti-ageing
                                                                              • Babies’ and children’s haircare
                                                                              • Strengths and Weaknesses

                                                                                • Strengths
                                                                                  • Weaknesses
                                                                                  • Competitive Context

                                                                                    • Key points
                                                                                      • Women’s grooming habits
                                                                                        • Figure 15: Trends in usage of selected toiletries, top ten – women, 2009-10
                                                                                      • Men’s grooming habits
                                                                                        • Figure 16: Trends in usage of selected toiletries, top ten – men, 2009-10
                                                                                        • Figure 17: UK retail value sales of selected beauty and personal care categories, 2005-10
                                                                                    • Market Size and Forecast

                                                                                      • Key points
                                                                                        • Figure 18: UK retail value sales of shampoo, conditioner and hair treatments, at current and constant prices, 2005-15
                                                                                      • Price promotions support volumes but hinder value growth
                                                                                        • Future of the market
                                                                                          • Forecast
                                                                                            • Figure 19: Best- and worst-case forecast value sales of shampoo, conditioner and hair treatments, 2005-15
                                                                                        • Segment Performance

                                                                                          • Key points
                                                                                            • Sector performance
                                                                                              • Figure 20: UK retail value sales of shampoo, conditioner and hair treatments, by category, at current prices, 2005-15
                                                                                            • Shampoos and conditioners by type
                                                                                              • Figure 21: Retail value share of the UK shampoo and conditioner category, by type, 2008-10
                                                                                            • Sector splits by target audience
                                                                                              • Figure 22: UK retail value share of shampoos and conditioners, by target audience, 2008-10
                                                                                          • Market Share

                                                                                            • Key points
                                                                                              • Figure 23: Retail value sales of the UK shampoo, conditioner and hair treatments market, by company and brand, 2008-10
                                                                                            • Procter & Gamble in pole position
                                                                                              • L’Oréal feels the Cheryl effect
                                                                                                • Unilever focuses investment on its leading brands
                                                                                                  • Tresemmé drives Alberto Culver
                                                                                                    • Trading down to own label
                                                                                                    • Companies and Products

                                                                                                      • Alberto Culver
                                                                                                          • Figure 24: Financial performance of Alberto Culver Company (UK) Ltd, 2008 and 2009
                                                                                                          • Figure 25: new product highlights from Alberto Culver (UK) Ltd in the UK shampoo and conditioner market, January 2010-January 2011
                                                                                                        • Boots UK
                                                                                                            • Figure 26: Financial performance of Boots UK Ltd, 2009 and 2010
                                                                                                            • Figure 27: New product launched by Boots UK Ltd in the UK shampoo and conditioner market, January 2010-January 2011
                                                                                                          • Henkel
                                                                                                              • Figure 28: Financial performance of Henkel Ltd, 2008 and 2009
                                                                                                            • Kao Brands
                                                                                                                • Figure 29: Financial performance of Kao Brands Europe Ltd, 2008 and 2009
                                                                                                                • Figure 30: A few new products launched by Kao Brands in the UK shampoo and conditioner market, January 2010-January 2011
                                                                                                              • L’Oréal
                                                                                                                  • Figure 31: Financial performance of L’Oréal UK Ltd, 2008 and 2009
                                                                                                                  • Figure 32: A few new products launched by L’Oréal (UK) Ltd in the UK shampoo and conditioner market, January 2010-January 2011
                                                                                                                • Procter & Gamble
                                                                                                                    • Figure 33: A few new products launched by Procter & Gamble in the UK shampoo and conditioner market, January 2010-January 2011
                                                                                                                  • Unilever
                                                                                                                      • Figure 34: A few new products launched by Unilever in the UK shampoo and conditioner market, January 2010-January 2011
                                                                                                                  • Brand Research

                                                                                                                    • Brand map
                                                                                                                        • Figure 35: Attitudes towards and usage of shampoo, conditioner and treatment brands, February 2011
                                                                                                                      • Brand attitudes
                                                                                                                        • Figure 36: Attitudes, by shampoo, conditioner and treatment brand, February 2011
                                                                                                                      • Brand personality
                                                                                                                        • Figure 37: Shampoo, conditioner and treatment brand personality – macro image, February 2011
                                                                                                                        • Figure 38: Shampoo, conditioner and treatment brand personality – micro image, February 2011
                                                                                                                      • Correspondence analysis
                                                                                                                        • Brand experience
                                                                                                                          • Figure 39: Shampoo, conditioner and treatment brand usage, February 2011
                                                                                                                          • Figure 40: Satisfaction with various shampoo, conditioner and treatment brands, February 2011
                                                                                                                          • Figure 41: Consideration of shampoo, conditioner and treatment brands, February 2011
                                                                                                                          • Figure 42: Consumer perceptions of current shampoo, conditioner and treatment brand performance, February 2011
                                                                                                                          • Figure 43: Shampoo, conditioner and treatment brand recommendation – Net Promoter Score, February 2011
                                                                                                                        • Brand index
                                                                                                                          • Figure 44: Shampoo, conditioner and treatment brand index, February 2011
                                                                                                                          • Figure 45: Shampoo, conditioner and treatment brand index vs. recommendation, February 2011
                                                                                                                        • Target group analysis
                                                                                                                          • Figure 46: Target groups, February 2011
                                                                                                                          • Figure 47: Shampoo, conditioner and treatment brand usage, by target groups, February 2011
                                                                                                                        • Group One – The Conformists
                                                                                                                          • Group Two – Simply the Best
                                                                                                                            • Group Three – Shelf Stalkers
                                                                                                                              • Group Four – Habitual Shoppers
                                                                                                                                • Group Five – The Individualists
                                                                                                                                • Brand Communication and Promotion

                                                                                                                                  • Key points
                                                                                                                                    • Topline adspend
                                                                                                                                      • Figure 48: Main monitored media advertising spend on shampoos, conditioners and hair treatments, 2007-10
                                                                                                                                    • Advertisers
                                                                                                                                      • Figure 49: Main monitored media advertising spend on shampoos, conditioners and hair treatments, by advertiser, Jan-Dec 2010
                                                                                                                                    • Media type
                                                                                                                                      • Figure 50: Ad spend in the shampoos and conditioners and hair treatments market, by media type, 2007-10
                                                                                                                                  • Channels to Market

                                                                                                                                    • Key points
                                                                                                                                      • Figure 51: UK retail value sales of shampoo, conditioner and hair treatments, by outlet type, 2008-10
                                                                                                                                    • Grocers dominate
                                                                                                                                      • Trust in Boots
                                                                                                                                        • Smaller players abdicate from price wars
                                                                                                                                          • Visits to the salon in decline
                                                                                                                                          • The Consumer – Usage and Frequency

                                                                                                                                            • Key points
                                                                                                                                              • Use of shampoo
                                                                                                                                                • Figure 52: Trends in shampoo usage, by gender and frequency, 2009-10
                                                                                                                                              • More work to be done with men
                                                                                                                                                • Lower frequency of use among older age groups
                                                                                                                                                  • Use of conditioners
                                                                                                                                                    • Figure 53: Trends in conditioner usage, by gender and frequency, 2009-10
                                                                                                                                                  • Heated appliances drive demand for conditioners
                                                                                                                                                    • Women more likely to always condition
                                                                                                                                                      • Figure 54: Comparison of frequency of use of shampoo and conditioner, by gender, 2010
                                                                                                                                                    • Usage by type
                                                                                                                                                      • Figure 55: Trends in usage of shampoo and conditioner, by type, by gender, 2009-10
                                                                                                                                                    • Formulated for men
                                                                                                                                                      • Breaking from the norm
                                                                                                                                                      • The Consumer – Purchasing Influences

                                                                                                                                                        • Key points
                                                                                                                                                            • Figure 56: Factors that have influenced the decision to buy haircare products, March 2011
                                                                                                                                                          • The price is right
                                                                                                                                                            • Asking for advice
                                                                                                                                                              • Swayed by marketing
                                                                                                                                                                • Buying the same brand
                                                                                                                                                                  • Segment-specific
                                                                                                                                                                  • The Consumer – Qualities Looked For When Buying Haircare Products

                                                                                                                                                                    • Key points
                                                                                                                                                                        • Figure 57: Qualities consumers look for when buying haircare products, March 2011
                                                                                                                                                                    • The Consumer – Haircare Expenditure

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Haircare expenditure compared to last year
                                                                                                                                                                            • Figure 58: Changes in spending on haircare in the last year, March 2011
                                                                                                                                                                          • Attitudes towards haircare spending
                                                                                                                                                                              • Figure 59: Attitudes towards haircare spending, March 2011
                                                                                                                                                                            • Salon visits
                                                                                                                                                                            • The Consumer – Attitudes towards Haircare

                                                                                                                                                                              • Key points
                                                                                                                                                                                  • Figure 60: Attitudes towards haircare, March 2011
                                                                                                                                                                                • Importance of looking good
                                                                                                                                                                                  • Sticking to a regime
                                                                                                                                                                                  • Appendix – Internal Market Environment

                                                                                                                                                                                      • Figure 61: Hair condition – men, by demographics, 2010
                                                                                                                                                                                      • Figure 62: Hair condition – women, by demographics, 2010
                                                                                                                                                                                      • Figure 63: Women’s natural hair colour, condition of hair, permed or coloured, by demographics, 2010
                                                                                                                                                                                      • Figure 64: Scalp conditions – men, by demographics, 2010
                                                                                                                                                                                      • Figure 65: Scalp conditions – women, by demographics, 2010
                                                                                                                                                                                      • Figure 66: Hair/salon/barber visits – men, by demographics, 2010
                                                                                                                                                                                      • Figure 67: Hairdresser visits – women, by demographics, 2010
                                                                                                                                                                                  • Appendix – The Consumer – Usage and Frequency

                                                                                                                                                                                      • Figure 68: Frequency of usage of shampoo – men, by demographics, 2010
                                                                                                                                                                                      • Figure 69: Frequency of usage of shampoo – women, by demographics, 2010
                                                                                                                                                                                      • Figure 70: Frequency of usage of conditioner – men, by demographics, 2010
                                                                                                                                                                                      • Figure 71: Frequency of usage of conditioner – women, by demographics, 2010
                                                                                                                                                                                      • Figure 72: Usage of two-in-one shampoo – men, by demographics, 2010
                                                                                                                                                                                      • Figure 73: Usage of two-in-one shampoo – women, by demographics, 2010
                                                                                                                                                                                  • Appendix – The Consumer – Purchase Influence

                                                                                                                                                                                      • Figure 74: Most popular factors that have influenced the decision to buy shampoo, by demographics, March 2011
                                                                                                                                                                                      • Figure 75: Next most popular factors that have influenced the decision to buy shampoo, by demographics, March 2011
                                                                                                                                                                                      • Figure 76: Other factors that have influenced the decision to buy shampoo, by demographics, March 2011
                                                                                                                                                                                      • Figure 77: Most popular factors that have influenced the decision to buy conditioners, by demographics, March 2011
                                                                                                                                                                                      • Figure 78: Next most popular factors that have influenced the decision to buy conditioners, by demographics, March 2011
                                                                                                                                                                                      • Figure 79: Other factors that have influenced the decision to buy conditioners, by demographics, March 2011
                                                                                                                                                                                      • Figure 80: Most popular factors that have influenced the decision to have hair treatment, by demographics, March 2011
                                                                                                                                                                                      • Figure 81: Next most popular factors that have influenced the decision to have hair treatment, by demographics, March 2011
                                                                                                                                                                                  • Appendix – The Consumer – Qualities Looked For When Buying Haircare Products

                                                                                                                                                                                      • Figure 82: Most popular specific qualities looked at when buying shampoo, by demographics, March 2011
                                                                                                                                                                                      • Figure 83: Next most popular specific qualities looked at when buying shampoo, by demographics, March 2011
                                                                                                                                                                                      • Figure 84: Other specific qualities looked at when buying shampoo, by demographics, March 2011
                                                                                                                                                                                      • Figure 85: Specific qualities looked at when buying conditioners, March 2011
                                                                                                                                                                                      • Figure 86: Most popular specific qualities looked at when buying conditioners, by demographics, March 2011
                                                                                                                                                                                      • Figure 87: Next most popular specific qualities looked at when buying conditioners, by demographics, March 2011
                                                                                                                                                                                      • Figure 88: Other specific qualities looked at when buying conditioners, by demographics, March 2011
                                                                                                                                                                                      • Figure 89: Specific qualities looked at when buying treatments, March 2011
                                                                                                                                                                                      • Figure 90: Most popular specific qualities looked at when buying treatments, by demographics, March 2011
                                                                                                                                                                                      • Figure 91: Next most popular specific qualities looked at when buying treatments, by demographics, March 2011
                                                                                                                                                                                  • Appendix – The Consumer – Haircare Expenditure

                                                                                                                                                                                      • Figure 92: Haircare expenditure compared to last year, by demographics, March 2011
                                                                                                                                                                                  • Appendix – The Consumer – Attitudes towards Haircare

                                                                                                                                                                                      • Figure 93: Attitudes towards haircare spending, by demographics, March 2011
                                                                                                                                                                                      • Figure 94: Agreement with the statement ‘I feel more confident when my hair looks good’, by demographics, March 2011
                                                                                                                                                                                      • Figure 95: Agreement with the statement ‘I buy the same haircare products time after time because they work for me’, by demographics, March 2011
                                                                                                                                                                                      • Figure 96: Agreement with the statement ‘My hair behaves differently from day to day’, by demographics, March 2011
                                                                                                                                                                                      • Figure 97: Agreement with the statement ‘It is important for my professional image for my hair to look good’, by demographics, March 2011
                                                                                                                                                                                      • Figure 98: Agreement with the statement ‘I spend a lot of time on my hair’, by demographics, March 2011
                                                                                                                                                                                      • Figure 99: Agreement with the statement ‘My hair suffers if I don’t change my shampoo/conditioner occasionally’, by demographics, March 2011
                                                                                                                                                                                      • Figure 100: Agreement with the statement ‘I use dry shampoo only in an emergency when I don’t have time to wash my hair’, by demographics, March 2011
                                                                                                                                                                                      • Figure 101: Agreement with the statement ‘I use hair masks/treatments as a regular part of my haircare regime’, by demographics, March 2011

                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                  • Alberto-Culver Company (UK)
                                                                                                                                                                                  • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                                  • Alliance Boots
                                                                                                                                                                                  • Asda Group Ltd
                                                                                                                                                                                  • Avon Cosmetics Ltd
                                                                                                                                                                                  • Bank of England
                                                                                                                                                                                  • British Skin Foundation
                                                                                                                                                                                  • Charles Worthington
                                                                                                                                                                                  • Conair Corporation
                                                                                                                                                                                  • Estée Lauder Companies Inc. (The)
                                                                                                                                                                                  • Garnier
                                                                                                                                                                                  • Government Actuary's Department (GAD)
                                                                                                                                                                                  • Holland & Barrett Retail Ltd
                                                                                                                                                                                  • J. Sainsbury
                                                                                                                                                                                  • John Frieda
                                                                                                                                                                                  • Johnson & Johnson Ltd
                                                                                                                                                                                  • Kantar Media
                                                                                                                                                                                  • Kao Brands Company
                                                                                                                                                                                  • Kao Corporation
                                                                                                                                                                                  • L'Oréal (UK)
                                                                                                                                                                                  • Lidl (UK)
                                                                                                                                                                                  • Nexxus
                                                                                                                                                                                  • Oriflame Cosmetics (UK & Ireland)
                                                                                                                                                                                  • Procter & Gamble UK & Ireland
                                                                                                                                                                                  • Sara Lee (UK)
                                                                                                                                                                                  • Schwarzkopf & Henkel
                                                                                                                                                                                  • SoftSheen Carson
                                                                                                                                                                                  • Superdrug Stores Plc
                                                                                                                                                                                  • Tesco Plc
                                                                                                                                                                                  • The Body Shop - Retail Sales
                                                                                                                                                                                  • Unilever Plc
                                                                                                                                                                                  • Vidal Sassoon
                                                                                                                                                                                  • Wm Morrison Supermarkets

                                                                                                                                                                                  Shampoo, Conditioners and Treatments - UK - April 2011

                                                                                                                                                                                  £1,750.00 (Excl.Tax)