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Shampoos and Conditioners - UK - June 2009

Since Mintel’s last Shampoos and Conditioners report was published in May 2007, the UK has entered a recession and the number of unemployed people has risen to 2.1 million (and is still rising). Advertising budgets have been cut and heavy price promotions at the point of sale are wooing consumers, a growing number of whom are watching their pennies. This has significantly impacted on the value of the market which has, like the economy, seen a significant downturn. As a result, an estimated £21 million has been wiped off the value of the UK’s £685 million market for shampoos and conditioners since 2007.

As a necessity product, shampoos are unlikely to see a drop in usage, although conditioners are still not used every time the hair is washed. Mintel’s exclusive consumer research demonstrates that on the whole, consumers are not changing their usage habits, although conditioners are more likely than shampoos to be dropped from the haircare regime and as such, penetration is falling. However, all is not doom and gloom for the UK shampoos and conditioners market, with Mintel’s consumer research showing some evidence that women are trading up. Their rationale is that by maintaining the colour and condition of their hair between salon visits, they can reduce the frequency with which they visit the hairdresser – thereby saving money.

Key themes

  • The influence of hair styling and use of heated styling appliances on demand for conditioners.

  • The decline of the unique selling point with a notable move towards a multitude of selling points through added benefits amongst new launches.

  • How the impact of the recession, and the associated decline in advertising spend and increase in discounting, is shaping the UK’s shampoos and conditioners market

  • Identifying the role of price promotions and the impact that they have on brand loyalty.

  • The impact of the recession on consumer usage and purchase habits.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
          • Shampoos
            • Conditioners
              • Abbreviations
              • Future Opportunities

                • It’s a grey area
                  • Golden opportunities for silver hair?
                    • Insight
                      • The conditions for growth
                        • Encouraging people to trade up
                          • Insight
                          • Market in Brief

                            • Suppressed growth
                              • Trading down and piling up
                                • Opportunities for growth
                                • Internal Market Environment

                                  • Key points
                                    • Trends in hair type
                                      • Figure 1: Trends in hair condition, by gender, 2004-08
                                    • Race a key factor
                                      • Dry hair amongst older demographics
                                        • Trends in women’s hair treatments
                                          • Figure 2: Trends in women’s natural hair colour, condition of hair, permed or coloured, 2004-08
                                        • Hair and scalp conditions
                                          • Figure 3: Trends in scalp conditions, by gender, 2006-08
                                        • Split opportunities
                                          • Visits to hair salons
                                            • Figure 4: Trends in hair/salon/barber visits, by gender, 2006-08
                                          • Environmental concerns
                                            • Figure 5: Environmental concerns, by shampoo and conditioner users, 2008
                                          • Fashionable influence on hair appliances
                                            • Figure 6: Trends in ownership of hair styling products and appliances, by gender, 2004-08
                                        • Broader Market Environment

                                          • Key points
                                            • Population
                                              • Figure 7: Structure of the UK population, by age and gender, 2004-14
                                            • Ethnicity
                                              • Figure 8: The UK ethnic population, by age, 2005
                                            • PDI
                                              • Figure 9: Economic factors in the UK economy, by gross domestic product, personal disposable income, and consumer expenditure, 2004-14
                                            • European legislation
                                              • Animal testing ban
                                                • Impact of REACH
                                                  • Natural harmony in the pipeline
                                                  • Competitive Context

                                                    • Key points
                                                      • Ageing population to impact on frequency of use
                                                        • Price promotions pulling down value sales
                                                          • Salon to suffer
                                                          • Strengths and Weaknesses

                                                            • Strengths
                                                              • Weaknesses
                                                              • Who’s Innovating?

                                                                • Key points
                                                                  • Shampoo and conditioner launches in context
                                                                    • Figure 10: UK haircare launches, by sub-category, 2004 -09
                                                                  • Seasonality
                                                                    • Figure 11: Seasonal trends in monthly average shampoo, conditioner and hair treatment launch activity and adspend, 2004-08
                                                                  • Branded dominates new launches
                                                                    • Figure 12: Innovation in shampoo, conditioner and hair treatments, by ultimate company, 2006-09
                                                                  • Trends in positioning
                                                                    • Figure 13: New shampoo, conditioner and hair treatment launches, by product positioning, top five, 2006-09
                                                                  • Premiumisation
                                                                    • From unique to plethora of selling points
                                                                      • Damaged hair to protect growth?
                                                                      • Market Size and Forecast

                                                                        • Key points
                                                                          • Price promotion eroding value
                                                                            • Figure 14: Retail value sales of the UK shampoos and conditioners market, 2004-14
                                                                          • Penetration capping growth?
                                                                            • The future of the market
                                                                              • Factors used in forecast
                                                                              • Segment Performance

                                                                                • Key points
                                                                                  • Shampoos and conditioners by category
                                                                                    • Figure 15: Retail value sales of the UK shampoos and conditioners market, by category, 2004-14
                                                                                  • Price promotions have negative impact on value sales
                                                                                    • Non-essential status leaves conditioners vulnerable
                                                                                      • Shampoos and conditioners by type
                                                                                        • Figure 16: Retail value sales of the UK shampoos and conditioners category, by type, 2007-09
                                                                                      • Flaky performance for anti-dandruff
                                                                                        • Two-for-ones on two-in-ones
                                                                                          • Super segmentation sees super sales
                                                                                            • Only men sees growth
                                                                                              • Salon products as a proportion of sales
                                                                                                • Figure 17: Retail value sales of the UK shampoos and conditioners, by salon and standard, 2007-09
                                                                                            • Market Share

                                                                                              • Key points
                                                                                                • Shampoos and conditioners
                                                                                                  • Figure 18: Retail value sales of the UK shampoos and conditioners market, by company and brand, 2007-09
                                                                                                • Consistent innovation securing sales
                                                                                                  • Experimentation amongst cheaper products
                                                                                                    • L’Oréal focusing on natural acquisition
                                                                                                      • Salon alternatives
                                                                                                        • Dandruff control
                                                                                                          • The power of word of mouth
                                                                                                          • Companies and Products

                                                                                                              • Figure 19: Brand map of the UK retail shampoos and conditioners market, 2009
                                                                                                            • Procter & Gamble
                                                                                                              • L’Oréal
                                                                                                                • Unilever
                                                                                                                  • Alberto-Culver
                                                                                                                    • Kao Brands
                                                                                                                      • Johnson & Johnson
                                                                                                                        • Other
                                                                                                                          • Figure 20: Brand map of ‘other’ UK shampoos and conditioners market, 2008
                                                                                                                        • Own-label
                                                                                                                          • Figure 21: Brand map of UK own-label shampoos and conditioners, 2008
                                                                                                                      • Brand Elements

                                                                                                                          • Key points
                                                                                                                            • Brand map
                                                                                                                                • Figure 22: Attitudes and usage of shampoo and conditioner brands, April 2009
                                                                                                                              • Brand qualities of shampoo and conditioner brands
                                                                                                                                • Head & Shoulders most reliable
                                                                                                                                  • Figure 23: Personalities of various shampoo and conditioner brands, April 2009
                                                                                                                                • Experience of shampoo and conditioner brands
                                                                                                                                  • Head & Shoulders most used, John Frieda less known
                                                                                                                                    • Figure 24: Consumer usage of various shampoo and conditioner brands, April 2009
                                                                                                                                  • Brand intentions for shampoo and conditioner brands
                                                                                                                                    • Natural products most considered
                                                                                                                                      • Figure 25: Consideration of various shampoo and conditioner brands, April 2009
                                                                                                                                    • Brand satisfaction for shampoo and conditioner brands
                                                                                                                                      • Head & Shoulders most excellent, Timotei not a natural success
                                                                                                                                        • Figure 26: Satisfaction with various shampoo and conditioner brands, April 2009
                                                                                                                                      • Brand commitment to shampoo and conditioner brands
                                                                                                                                        • Head & Shoulders has strongest commitment
                                                                                                                                          • Figure 27: Commitment to various shampoo and conditioner brands, April 2009
                                                                                                                                        • Head & Shoulders
                                                                                                                                          • What the consumer thinks
                                                                                                                                            • Figure 28: Attitudes towards the Head & Shoulders brand, April 2009
                                                                                                                                          • John Frieda
                                                                                                                                            • What the consumer thinks
                                                                                                                                              • Figure 29: Attitudes towards the John Frieda brand, April 2009
                                                                                                                                            • L’Oréal Elvive
                                                                                                                                              • What the consumer thinks
                                                                                                                                                • Figure 30: Attitudes towards the L’Oréal Elvive brand, April 2009
                                                                                                                                              • Herbal Essences
                                                                                                                                                • What the consumer thinks
                                                                                                                                                  • Figure 31: Attitudes towards the Herbal Essences brand, April 2009
                                                                                                                                              • Brand Communication and Promotion

                                                                                                                                                • Key points
                                                                                                                                                  • Adspend in context
                                                                                                                                                    • Figure 32: Change in main monitored media advertising spend, by cosmetics and toiletries category, 2005-08
                                                                                                                                                  • Topline adspend
                                                                                                                                                    • Figure 33: Main monitored media advertising spend on shampoos and conditioners, 2005-08
                                                                                                                                                  • Adspend by sub-category
                                                                                                                                                    • Figure 34: Difference in advertising spend on shampoos and conditioners, by sub-category, 2005-08
                                                                                                                                                  • Advertisers
                                                                                                                                                    • Figure 35: Main monitored media advertising spend on shampoos and conditioners, by advertiser, 2006-09
                                                                                                                                                  • Media type
                                                                                                                                                    • Figure 36: Indexed main monitored media advertising spend on shampoos and conditioners, by media type, 2005-08
                                                                                                                                                • Channels to Market

                                                                                                                                                  • Key points
                                                                                                                                                    • Multiples benefit from discount strategy
                                                                                                                                                      • Figure 37: Retail distribution of the UK market for shampoos and conditioners, 2007-09
                                                                                                                                                  • European Context

                                                                                                                                                    • Key points
                                                                                                                                                      • Innovation in a European context
                                                                                                                                                        • Figure 38: New product launches across Europe by percentage, 2004-09
                                                                                                                                                      • European comparison of scalp conditions
                                                                                                                                                        • Figure 39: Scalp conditions men are prone to, by country, 2008
                                                                                                                                                      • Haircare usage across Europe
                                                                                                                                                        • Figure 40: Frequency of use of shampoo and conditioner in Europe, by gender, 2008
                                                                                                                                                      • Low-maintenance hair most frequently washed
                                                                                                                                                        • British men in best condition?
                                                                                                                                                        • Usage and Frequency

                                                                                                                                                          • Key points
                                                                                                                                                            • Use of shampoo
                                                                                                                                                              • Figure 41: Trends in shampoo usage, by gender and frequency, 2004-08
                                                                                                                                                            • An age of opportunity
                                                                                                                                                              • The influence of hair length
                                                                                                                                                                • The role of employment and product usage
                                                                                                                                                                  • Use of conditioners
                                                                                                                                                                    • Figure 42: Trends in usage of conditioner, by gender, 2004-08
                                                                                                                                                                  • Hair repair
                                                                                                                                                                    • Women more likely to always condition
                                                                                                                                                                      • Figure 43: Comparison of frequency of use of shampoo and conditioner, by gender, 2008
                                                                                                                                                                    • Conditioners seen as a treat
                                                                                                                                                                      • Usage by type
                                                                                                                                                                        • Figure 44: Trends in usage of shampoo and conditioner, by type, by gender, 2004-08
                                                                                                                                                                      • Innovation encourages use amongst men
                                                                                                                                                                        • Differentiating from the norm
                                                                                                                                                                        • The Impact of the Recession

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Attitudes towards haircare routine
                                                                                                                                                                              • Figure 45: Changes in haircare routine in the last three months, February 2009
                                                                                                                                                                            • Lower incomes show greater loyalty in tough times
                                                                                                                                                                              • Stockpiling is starting
                                                                                                                                                                                • Spending habits in the last three months
                                                                                                                                                                                  • Figure 46: Changes in spending on haircare in the last three months, by category, February 2009
                                                                                                                                                                              • Consumer Typologies

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Conditioned nation
                                                                                                                                                                                    • Figure 47: Shampoo and conditioner consumer usage groups, 2009
                                                                                                                                                                                  • Use of hair appliances
                                                                                                                                                                                    • Figure 48: Use of hair styling appliances, by consumer usage group, 2008
                                                                                                                                                                                  • Comparison of attitudes and hair routine by conditioner usage
                                                                                                                                                                                    • Figure 49: Comparison of attitudes and statements, by those who use conditioner and those who do not, 2009
                                                                                                                                                                                • Appendix

                                                                                                                                                                                    • ACORN
                                                                                                                                                                                      • Advertising data
                                                                                                                                                                                      • Appendix – Brand Communication and Promotion

                                                                                                                                                                                          • Figure 50: Main monitored media advertising spend on shampoos and conditioners, by media type, 2006-09
                                                                                                                                                                                      • Appendix – The Consumer – Usage and Frequency

                                                                                                                                                                                          • Usage of shampoos and conditioners
                                                                                                                                                                                            • Men
                                                                                                                                                                                              • Figure 51: Men’s usage of shampoo, by demographics, 2008
                                                                                                                                                                                              • Figure 52: Men’s usage of conditioner, by demographics, 2008
                                                                                                                                                                                            • Women
                                                                                                                                                                                              • Figure 53: Women’s usage of shampoo, by demographics, 2008
                                                                                                                                                                                              • Figure 54: Women’s usage of conditioner, by demographics, 2008
                                                                                                                                                                                            • Type of shampoo and conditioner
                                                                                                                                                                                              • Men
                                                                                                                                                                                                • Figure 55: Type of shampoo used by men, by demographics, 2008
                                                                                                                                                                                                • Figure 56: Men’s usage of 2 in 1 shampoo, by demographics, 2008
                                                                                                                                                                                              • Women
                                                                                                                                                                                                • Figure 57: Type of shampoo for women, by demographics, 2008
                                                                                                                                                                                                • Figure 58: Women’s usage of 2 in 1 shampoo, by demographics, 2008
                                                                                                                                                                                            • Appendix – Impact of the Recession

                                                                                                                                                                                                • Figure 59: Changes in haircare routine in the last three months, by demographic sub-group, February 2009
                                                                                                                                                                                              • Spending habits on haircare
                                                                                                                                                                                                • Figure 60: Women’s spending habits on shampoo in the last three months, by demographic sub-group, February 2009
                                                                                                                                                                                                • Figure 61: Women’s spending habits on conditioners in the last three months, by demographic sub-group, February 2009
                                                                                                                                                                                                • Figure 62: Women’s spending habits on hair treatments in the last three months, by demographic sub-group, February 2009
                                                                                                                                                                                            • Appendix – Consumer Typologies

                                                                                                                                                                                                • Figure 63: Shampoo user types, by demographic sub-group, 2008
                                                                                                                                                                                                • Figure 64: Type of shampoo used by attitudes towards lifestyle statements, 2008

                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                            • Alberto-Culver Company (UK)
                                                                                                                                                                                            • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                                            • Alliance Boots
                                                                                                                                                                                            • Alliance Boots UK Retail
                                                                                                                                                                                            • Andrew Collinge
                                                                                                                                                                                            • Asda Group Ltd
                                                                                                                                                                                            • Aveda
                                                                                                                                                                                            • Avon Cosmetics Ltd
                                                                                                                                                                                            • Beiersdorf UK Ltd
                                                                                                                                                                                            • British Market Research Bureau (BMRB)
                                                                                                                                                                                            • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                                                            • BT Group plc
                                                                                                                                                                                            • Bumble & Bumble
                                                                                                                                                                                            • Cartier SA
                                                                                                                                                                                            • Charles Worthington
                                                                                                                                                                                            • Clinique Laboratories Ltd (UK)
                                                                                                                                                                                            • Clynol
                                                                                                                                                                                            • Co-operative Group
                                                                                                                                                                                            • Daily Express
                                                                                                                                                                                            • Daily Mail
                                                                                                                                                                                            • Daily Mirror (The)
                                                                                                                                                                                            • Daily Record & Sunday Mail
                                                                                                                                                                                            • Daily Star (The)
                                                                                                                                                                                            • Digitas London
                                                                                                                                                                                            • Douglas Group
                                                                                                                                                                                            • E Moss Ltd
                                                                                                                                                                                            • Estée Lauder Companies Inc. (The)
                                                                                                                                                                                            • Express Newspapers plc
                                                                                                                                                                                            • Facebook, Inc.
                                                                                                                                                                                            • Frederic Fekkai
                                                                                                                                                                                            • Freeview
                                                                                                                                                                                            • Garnier
                                                                                                                                                                                            • Gillette UK Ltd
                                                                                                                                                                                            • Goldwell (Hair Cosmetics) Ltd
                                                                                                                                                                                            • Good Hair Day (GHD)
                                                                                                                                                                                            • Guardian Newspapers Limited
                                                                                                                                                                                            • Helen of Troy Limited
                                                                                                                                                                                            • Henkel Corporation
                                                                                                                                                                                            • HomeChoice
                                                                                                                                                                                            • Innocent Drinks Ltd
                                                                                                                                                                                            • J. Sainsbury
                                                                                                                                                                                            • Jo Hansford
                                                                                                                                                                                            • John Frieda
                                                                                                                                                                                            • Johnson & Johnson Ltd
                                                                                                                                                                                            • Joico
                                                                                                                                                                                            • Kadus
                                                                                                                                                                                            • Kao Brands Company
                                                                                                                                                                                            • Kao Corporation
                                                                                                                                                                                            • L'Oréal (UK)
                                                                                                                                                                                            • L'Oréal Canada
                                                                                                                                                                                            • Lidl (UK)
                                                                                                                                                                                            • Lloyds Retail Chemists Ltd
                                                                                                                                                                                            • LORNAMEAD GROUP
                                                                                                                                                                                            • Marks & Spencer
                                                                                                                                                                                            • Matrix
                                                                                                                                                                                            • mmO2 plc
                                                                                                                                                                                            • Molton Brown
                                                                                                                                                                                            • Netto Foodstores Ltd
                                                                                                                                                                                            • Neutrogena Corporation
                                                                                                                                                                                            • Nexxus
                                                                                                                                                                                            • Nicky Clarke
                                                                                                                                                                                            • Nivea
                                                                                                                                                                                            • Observer (The)
                                                                                                                                                                                            • Ocado Ltd
                                                                                                                                                                                            • Oral B Laboratories Ltd
                                                                                                                                                                                            • Orange plc (UK)
                                                                                                                                                                                            • Oriflame Cosmetics (UK & Ireland)
                                                                                                                                                                                            • Outdoor Advertising Association of Great Britain
                                                                                                                                                                                            • Procter & Gamble UK & Ireland
                                                                                                                                                                                            • PZ Cussons
                                                                                                                                                                                            • Remington Consumer Products Ltd (UK)
                                                                                                                                                                                            • Schwarzkopf & Henkel
                                                                                                                                                                                            • Shu Uemura
                                                                                                                                                                                            • SoftSheen Carson
                                                                                                                                                                                            • Soil Association
                                                                                                                                                                                            • Superdrug Stores Plc
                                                                                                                                                                                            • T-Mobile (UK) Ltd
                                                                                                                                                                                            • Telegraph Group Limited
                                                                                                                                                                                            • Tesco Plc
                                                                                                                                                                                            • The Body Shop - Retail Sales
                                                                                                                                                                                            • The People
                                                                                                                                                                                            • The Sun
                                                                                                                                                                                            • The Sunday Times
                                                                                                                                                                                            • The Times Newspaper
                                                                                                                                                                                            • The Woodland Trust
                                                                                                                                                                                            • TIGI Haircare
                                                                                                                                                                                            • Toni & Guy
                                                                                                                                                                                            • Umberto Giannini
                                                                                                                                                                                            • Unilever Plc
                                                                                                                                                                                            • Virgin Media Ltd
                                                                                                                                                                                            • Vodafone Group Plc (UK)
                                                                                                                                                                                            • Waitrose
                                                                                                                                                                                            • Wal-Mart Stores, Inc
                                                                                                                                                                                            • Wella AG
                                                                                                                                                                                            • Wm Morrison Supermarkets

                                                                                                                                                                                            Shampoos and Conditioners - UK - June 2009

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