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- Shampoos - Europe - June 2011
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- Shampoo is a toiletry essential with near universal penetration regardless of demographic nominators. Frequency of use does, however, vary by consumer group and is highest amongst under-35s, full-time workers, higher earners and larger households with children.
- Shampoo for normal hair is the most popular product type, with anti-dandruff varieties also commonly used by men and shampoos for coloured hair by women.
- Due to shampoo’s inherent commodity nature, price promotions play an important role behind consumers’ purchasing decisions.
- Thanks to consumer concerns about the use of synthetic chemicals in beauty products, plant-based products are increasingly popular and botanical/herbal formulation is the most commonly used claim in new launches.
- Products with moisturisation claims and repairing properties are also of growing importance, with increased focus on preventing and treating hair damage.
Introduction
Key points
Definition
Executive Summary
The market
Figure 1: Value sales of shampoo, Big 5 by country, €m, £m, 2005-15
Economic recession has an adverse effect
Strengths and Weaknesses in Brief
Companies, brands and innovation
Figure 2: New product launches in shampoo, % by top 10 European countries, 2010
Natural beauty trend remains strong
The consumer
A toiletry essential…
Figure 3: Women usually buying shampoo in the up to €2.99/£2.99 price bracket, March 2011
…that does wonders for self-image
Figure 4: Effect of hair on women’s self-image, by country, March 2011
Advertising fails to convince
Figure 5: Advertising of haircare, attitudes by country, March 2011
Salon brands have most appeal in Italy
Figure 6: Performance of salon brands and own-label vs. regular brands, March 2011
European Market Size and Forecast
Key points
Shampoo
Figure 7: Retail value sales of shampoo, by country, big 5, €m, £m, 2005-15
Figure 8: Retail value sales of shampoo, by country, other Europe, in national currency, 2005-15
Figure 9: Shampoo spend per capita, by country, big 5, €/ £, 2005-15
Market Segmentation
Key points
France
Figure 10: Retail value sales of shampoo, by type, France, 2010
Germany
Figure 11: Retail value sales of shampoo, by type, Germany, 2010
Italy
Figure 12: Retail value sales of shampoo by type, Italy, 2010
Spain
Figure 13: Retail value sales of shampoo by type, Spain, 2010
UK
Figure 14: Retail value sales of shampoo, by type, UK, 2010
Other Europe
Figure 15: Retail value sales of shampoo, by type, Poland, 2010
Figure 16: Retail value sales of shampoo, by type, Russia, 2010
Companies, Brands and Innovation
Key points
Figure 17: New product launches in shampoo, % share by global region, 2010
Figure 18: New product launches in shampoo, % share by top ten European countries, 2008-10
Figure 19: New product launches in shampoo, % share by claim, big 5 European countries, 2008-10
France
Competitive landscape
Figure 20: Manufacturers shares in value sales of shampoo, France, 2010
Figure 21: New product development in shampoo, % share by claims, France, 2008-10
Figure 22: % of shampoo launches, by price positioning, France 2010
Natural ingredients
Expanding organic offer
Cleanse & moisturise
Germany
Competitive landscape
Figure 23: Manufacturers shares in value sales of shampoo, Germany, 2010
Figure 24: New product launches in shampoo, % share by claim, Germany, 2008-10
Caring for damaged hair
Luminous locks
Sustainable products
Italy
Competitive landscape
Figure 25: Manufacturers shares in value sales of shampoo, Italy, 2010
Figure 26: New product launches in shampoo, % share by claim, Italy, 2008-10
Botanical and herbal components
For men only
Tackling thinning hair
Spain
Competitive landscape
Figure 27: Manufacturers shares in value sales of shampoo, Spain, 2010
Figure 28: New product launches in shampoo, % share by claim, Spain, 2008-10
Eco-friendly packaging
Family shampoo
Care for coloured hair
UK
Competitive landscape
Figure 29: Manufacturers shares in value sales of shampoo*, UK, 2010
Figure 30: New product development in shampoo, % share by claim, UK, 2008-10
Figure 31: New product launches in shampoo, % share by price positioning, UK, 2008-10
Non-artificial alternatives
Anti-ageing properties
Clean without water
The Consumer – Usage of Shampoo
Key points
Women
France
Figure 32: Trends in female frequency of using shampoo, France, 2006-10
Figure 33: Types of shampoo used, France, 2010
Germany
Figure 34: Trends in female frequency of using shampoo, Germany, 2006-10
Figure 35: Types of shampoo used, Germany, 2006-10
Spain
Figure 36: Trends in female frequency of using shampoo, Spain, 2006-10
Figure 37: Types of shampoo used, Spain, 2006-10
GB
Figure 38: Trends in female frequency of using shampoo, GB, 2006-10
Figure 39: Trends in types of shampoo used, GB, 2008-10
Two-in-ones
Figure 40: Type of shampoo used, France, Germany, GB and Spain, 2010
Men
France
Figure 41: Trends in male frequency of using shampoo, France, 2006-10
Figure 42: Types of shampoo used, France, 2010
Germany
Figure 43: Trends in male frequency of using shampoo, Germany, 2006-10
Figure 44: Types of shampoo used, Germany, 2010
Spain
Figure 45: Trends in male frequency of using shampoo, Spain, 2006-10
Figure 46: Types of shampoo used, Spain, 2010
Figure 47: Use of 2-in-1s, men, Spain, 2010
GB
Figure 48: Trends in male frequency of using shampoo, GB, 2006-10
Figure 49: Trends in types of shampoo used, GB, 2008-10
Consumer attitudes
Figure 50: Trends in agreement with selected lifestyle statements, France, Germany, GB and Spain, 2010
France
Germany
Spain
GB
The Consumer – Price Paid for Shampoo
Key points
Figure 51: High spenders on shampoo (usually spending €/£10 or more), by age and country, March 2011
Dry shampoo is a growing sector and is most popular in the UK.
Figure 52: Purchase of dry shampoo in last 12 months, by country, March 2011
France
Figure 53: Shampoo products bought in the last 12 months, by price band, France, March 2011
Germany
Figure 54: Shampoo products bought in the last 12 months, by price band, Germany, March 2011
Spain
Figure 55: Shampoo products bought in the last 12 months, Spain, by price band, March 2011
Italy
Figure 56: Shampoo products bought in the last 12 months, by price band, Italy, March 2011
UK
Figure 57: Shampoo products bought in the last 12 months, by price band, UK, March 2011
The Consumer – Attitudes Towards Shampoo
Key points
Figure 58: Attitudes towards hair and haircare products, March 2011
Figure 59: Buy products for hair condition, by age and country, March 2011
Figure 60: Buy products for hair type, by age and country, March 2011
High spenders - UK
Figure 61: Attitudes towards hair and haircare products by high spenders on haircare, UK, March 2011
Figure 62: Attitudes towards hair and haircare products by next most popular high spenders, UK, March 2011
High spenders - France
Figure 63: Attitudes towards hair and haircare products by most popular high spenders, France, March 2011
Figure 64: Attitudes towards hair and haircare products, by next most popular high spenders, France, March 2011
High spenders - Germany
Figure 65: Attitudes towards hair and haircare products, by most popular high spenders, Germany, March 2011
Figure 66: Attitudes towards hair and haircare products, by next most popular high spenders, Germany, March 2011
High spenders - Spain
Figure 67: Attitudes towards hair and haircare products, by most popular high spenders, Spain, March 2011
Figure 68: Attitudes towards hair and haircare products, by next most popular high spenders, Spain, March 2011
High spenders - Italy
Figure 69: Attitudes towards hair and haircare products, by most popular high spenders, Italy, March 2011
Figure 70: Attitudes towards hair and haircare products, by next most popular high spenders, Italy, March 2011
The Consumer –Attitudes Towards Haircare
Key points
Figure 71: Statements on hair and haircare products, March 2011
Figure 72: Feel confident if hair looks good, by age and by country, March 2011
Figure 73: Feel terrible when hair looks bad, by age and by country, March 2011
Figure 74: My hair is my best feature, by age and country, March 2011
High spenders - UK
Figure 75: Statements on hair and haircare products, by most popular high spenders, UK, March 2011
Figure 76: Statements on hair and haircare products, by next most popular high spenders, UK, March 2011
High spenders - France
Figure 77: Statements on hair and haircare products, by most popular high spenders, France, March 2011
Figure 78: Statements on hair and haircare products, by next most popular high spenders, France, March 2011
High spenders - Germany
Figure 79: Statements on hair and haircare products, by most popular high spenders, Germany, March 2011
Figure 80: Statements on hair and haircare products, by next most popular high spenders, Germany, March 2011
High spenders - Spain
Figure 81: Statements on hair and haircare products, by most popular high spenders, Spain, March 2011
Figure 82: Statements on hair and haircare products, by next most popular high spenders, Spain, March 2011
High spenders - Italy
Figure 83: Statements on hair and haircare products, by most popular high spenders, Italy, March 2011
Figure 84: Statements on hair and haircare products, by next most popular high spenders, Italy, March 2011
Appendix – Usage of Haircare Products
Figure 85: Frequency of use of shampoo, by demographics, France, 2010
Figure 86: Frequency of use of shampoo, by demographics, Germany, 2010
Figure 87: Frequency of use of shampoo, by demographics, Spain, 2010
Figure 88: Frequency of use of shampoo, by demographics, GB, 2010
France
Figure 89: Any type of shampoo used, by demographics, France, 2010
Figure 90: Any type of shampoo used, by demographics, France, 2010
Figure 91: Any type of shampoo used, by demographics, France, 2010
Germany
Figure 92: Any type of shampoo used, by demographics, Germany, 2010
Figure 93: Any type of shampoo used, by demographics, Germany, 2010
Spain
Figure 94: Any type of shampoo used, by demographics, Spain, 2010
Figure 95: Any type of shampoo used, by demographics, Spain, 2010
GB
Figure 96: Any type of shampoo used, by demographics, GB, 2010
Two-in-one
Figure 97: Sort of shampoo used, by demographics, France, 2010
Figure 98: Sort of shampoo used, by demographics, Germany, 2010
Figure 99: Sort of shampoo used, by demographics, Spain, 2010
Figure 100: Sort of shampoo used, by demographics, GB, 2010
Men
Figure 101: Frequency of use of shampoo, by demographics, France, 2010
Figure 102: Frequency of use of shampoo, by demographics, Germany, 2010
Figure 103: Frequency of use of shampoo, by demographics, Spain, 2010
Figure 104: Frequency of use of shampoo, by demographics, GB, 2010
Figure 105: Any types of shampoo used, by demographics, France, 2010
Figure 106: Any types of shampoo used, by demographics, Germany, 2010
Figure 107: Any types of shampoo used, by demographics, Spain, 2010
Figure 108: Any types of shampoo used, by demographics, GB, 2010
Two-in-one
Figure 109: Sort of shampoo used, by demographics, Spain, 2010
Lifestyle - France
Figure 110: Agreement with selected lifestyle statements, by demographics, France, 2010
Figure 111: Agreement with selected lifestyle statements, by demographics, France, 2010
Figure 112: Agreement with selected lifestyle statements, by demographics, France, 2010
Figure 113: Agreement with selected lifestyle statements, by demographics, France, 2010
Figure 114: Agreement with selected lifestyle statements, by demographics, France, 2010
Figure 115: Agreement with selected lifestyle statements, by demographics, Germany, 2010
Figure 116: Agreement with selected lifestyle statements, by demographics, Germany, 2010
Figure 117: Agreement with selected lifestyle statements, by demographics, Germany, 2010
Figure 118: Agreement with selected lifestyle statements, by demographics, Germany, 2010
Figure 119: Agreement with selected lifestyle statements, by demographics, Germany, 2010
Figure 120: Agreement with selected lifestyle statements, by demographics, Spain, 2010
Figure 121: Agreement with selected lifestyle statements, by demographics, Spain, 2010
Figure 122: Agreement with selected lifestyle statements, by demographics, Spain, 2010
Figure 123: Agreement with selected lifestyle statements, by demographics, Spain, 2010
Figure 124: Agreement with selected lifestyle statements, by demographics, GB, 2010
Figure 125: Agreement with selected lifestyle statements, by demographics, GB, 2010
Figure 126: Agreement with selected lifestyle statements, by demographics, GB, 2010
Figure 127: Agreement with selected lifestyle statements, by demographics, GB, 2010
Figure 128: Agreement with selected lifestyle statements, by demographics, GB, 2010
Appendix – Price Paid for Shampoo
Figure 129: Shampoo products bought in the last 12 months, by demographics, UK, March 2011
Figure 130: 2-in-1 shampoo and conditioner products bought in the last 12 months, by demographics, UK, March 2011
Figure 131: Dry shampoo products bought in the last 12 months, by demographics, UK, March 2011
Figure 132: Shampoo products bought in the last 12 months, by demographics, France, March 2011
Figure 133: 2-in-1 shampoo and conditioner products bought in the last 12 months, by demographics, France, March 2011
Figure 134: Dry shampoo products bought in the last 12 months, by demographics, France, March 2011
Figure 135: Shampoo products bought in the last 12 months, by demographics, Germany, March 2011
Figure 136: 2-in-1 shampoo and conditioner products bought in the last 12 months, by demographics, Germany, March 2011
Figure 137: Dry shampoo products bought in the last 12 months, by demographics, Germany, March 2011
Figure 138: Shampoo products bought in the last 12 months, by demographics, Spain, March 2011
Figure 139: 2-in-1 shampoo and conditioner products bought in the last 12 months, by demographics, Spain, March 2011
Figure 140: Dry shampoo products bought in the last 12 months, by demographics, Spain, March 2011
Figure 141: Shampoo products bought in the last 12 months, by demographics, Italy, March 2011
Figure 142: 2-in-1 shampoo and conditioner products bought in the last 12 months, by demographics, Italy, March 2011
Figure 143: Dry shampoo products bought in the last 12 months, by demographics, Italy, March 2011
Appendix – Attitudes Towards Shampoo
Figure 144: Most popular attitudes towards hair and haircare products, by demographics, UK, March 2011
Figure 145: Next most popular attitudes towards hair and haircare products, by demographics, UK, March 2011
Figure 146: Most popular attitudes towards hair and haircare products, by demographics, France, March 2011
Figure 147: Next most popular attitudes towards hair and haircare products, by demographics, France, March 2011
Figure 148: Most popular attitudes towards hair and haircare products, by demographics, Germany, March 2011
Figure 149: Next most popular attitudes towards hair and haircare products, by demographics, Germany, March 2011
Figure 150: Most popular attitudes towards hair and haircare products, by demographics, Spain, March 2011
Figure 151: Next most popular attitudes towards hair and haircare products, by demographics, Spain, March 2011
Figure 152: Most popular attitudes towards hair and haircare products, by demographics, Italy, March 2011
Figure 153: Next most popular attitudes towards hair and haircare products, by demographics, Italy, March 2011
Appendix – Attitudes Towards Haircare
Figure 154: Most popular statements on hair and haircare products, by demographics, UK, March 2011
Figure 155: Next most popular statements on hair and haircare products, by demographics, UK, March 2011
Figure 156: Most popular statements on hair and haircare products, by demographics, France, March 2011
Figure 157: Next most popular statements on hair and haircare products, by demographics, France, March 2011
Figure 158: Most popular statements on hair and haircare products, by demographics, Germany, March 2011
Figure 159: Next most popular statements on hair and haircare products, by demographics, Germany, March 2011
Figure 160: Most popular statements on hair and haircare products, by demographics, Spain, March 2011
Figure 161: Next most popular statements on hair and haircare products, by demographics, Spain, March 2011
Figure 162: Most popular statements on hair and haircare products, by demographics, Italy, March 2011
Figure 163: Next most popular statements on hair and haircare products, by demographics, Italy, March 2011
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