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Women's Haircare - UK - April 2015

"The women’s haircare market is challenged by changing product usage, with traditional styling products falling from favour and natural botanical oils threatening leave-in conditioners and serums. Inspiring an older female audience and expanding product repertoires are essential for returning the market to a faster pace of growth."

- Charlotte Libby, Senior Beauty Analyst

This report covers the following issues:

  • The haircare market needs to inspire an older female audience
  • Encouraging styling experimentation can provide a needed sales boost
  • The market needs protecting from the threat of cheap prices

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this report
      • Executive summary

        • Lower level of innovation impacts sales in the market
          • Figure 1: Best- and worst-case forecast of UK value sales of haircare products, 2009-19
        • Product innovation focuses on hair treatments
          • Figure 2: Product launches in the women’s haircare market, by product category, 2012-14
        • Traditional styling products drop in popularity
          • Figure 3: Hair product usage amongst females, 2013-15
        • Few women are experimental with hairstyle
          • Figure 4: Frequency of performing activities in a hair routine, February 2015
        • Diet and health thought to most affect hair appearance
          • Figure 5: Important factors in determining the appearance of hair, net of any importance, February 2015
      • Issues and insights

        • The haircare market needs to inspire an older female audience
          • The facts
            • The implications
              • Encouraging styling experimentation can provide a needed sales boost
                • The facts
                  • The implications
                    • The market needs protecting from the threat of cheap prices
                      • The facts
                        • The implications
                        • The Market – What you need to know

                          • Women’s haircare remains in growth
                            • Prestige products grow in momentum, but mass market still dominates
                              • Consumer needs are evolving
                                • Desire for low prices challenges retailers to add value
                                • Market size and forecast

                                  • Market slows but remains in growth
                                    • Figure 6: Retail value sales of the UK women’s haircare market, 2009-19
                                  • Pace of sales growth forecast to increase
                                    • Figure 7: Best- and worst-case forecast of UK value sales of women’s haircare products, 2009-19
                                • Segment performance

                                  • Prestige share continues to grow
                                    • Figure 8: Retail value sales of the UK women’s haircare market, by segment, 2013 and 2014
                                  • Mass-market sales lifted by shampoo
                                    • Figure 9: Retail value sales of the UK women’s mass-market haircare market, by product type, 2013 and 2014
                                • Market drivers

                                  • Ageing population threatens haircare market
                                    • Figure 10: Trends in the age structure of the female population, 2009-19
                                  • Flexi working changes personal grooming routines
                                    • Figure 11: Employment and unemployment of women, 2009-19
                                  • Consumer confidence returns
                                    • Figure 12: Trends in how consumers describe their financial situation, February 2009- February 2015
                                  • Dry hair is a concern for three in 10 women
                                    • Figure 13: How women describe their hair on a scale from dry to oily, January 2015
                                  • Temporary colour trend offers an opportunity
                                  • Channels to market

                                    • Discount retailers soar in popularity
                                      • Figure 14: UK retail value sales of women’s haircare products, by retail channel, 2013 and 2014
                                    • Specialist stores look to events and expertise
                                      • Figure 15: Tesco Google+ Hangout example, February 2015
                                  • Key Players – What you need to know

                                    • Injecting more care into haircare
                                      • Garnier Ultimate Blends makes an entrance
                                        • Brand exposure increases consumer trust
                                          • Innovation boosts adspend
                                          • Brand research

                                            • Key brand metrics
                                              • Figure 16: Key metrics for selected brands, January 2015
                                            • Brand map
                                              • Figure 17: Attitudes towards and usage of selected brands, January 2015
                                            • Brand attitudes: Women most likely to associate Kérastase and John Frieda with quality
                                              • Figure 18: Attitudes, by brand, January 2015
                                            • Brand analysis: John Frieda’s strength lies in providing accessible glamour
                                              • Figure 19: User profile of John Frieda, January 2015
                                            • Kérastase is defined by glamour but exclusivity is likely to put off some
                                              • Figure 20: User profile of Kérastase, January 2015
                                            • Brand personality: TRESemmé’s accessibility strengthens appeal among wider group
                                              • Figure 21: Brand personality – Macro image, January 2015
                                            • TRESemmé’s accessibility promotes strong usage across age groups
                                              • Figure 22: User profile of TRESemmé, January 2015
                                            • Wella most likely to be seen as outdated
                                              • Figure 23: Brand personality – Micro image, January 2015
                                            • Wella suffers from a more tired, old-fashioned image among women
                                              • Figure 24: User profile of Wella, January 2015
                                            • Garnier Ultimate Blends has made strong impact since its launch
                                              • Figure 25: User profile of Garnier Ultimate Blends, January 2015
                                            • Ojon uses rare ingredients to boost exclusivity and innovation
                                              • Figure 26: User profile of Ojon, January 2015
                                            • Organix/OGX’s name contributes towards strong image of ethics and being natural
                                              • Figure 27: User profile of awareness of Organix/OGX, January 2015
                                          • Brand communication and promotion

                                            • Garnier launch lifts advertising spend in 2014
                                              • Figure 28: Main monitored advertising spend on women’s haircare products, 2012-14
                                            • Garnier and Schwarzkopf in top five advertisers
                                              • Figure 29: Main monitored advertising spend on women’s haircare products, by advertiser, 2012-14
                                            • TV spend jumps as new launches want widest reach
                                              • Figure 30: Main monitored advertising spend on women’s haircare products, by media, 2012-14
                                          • Launch activity and innovation

                                            • 2013 a strong year for product innovation
                                              • Figure 31: Product launches in the women’s haircare market, by launch type, 2012-14
                                            • Hair treatments now lead NPD
                                              • Figure 32: Product launches in the women’s haircare market, by product category, 2012-14
                                              • Figure 33: Examples of hair treatment products designed for damaged hair, 2014
                                            • Styling launches feature care ingredients
                                              • Figure 34: Examples of hairstyling products containing care ingredients, 2014
                                            • Free-from claims grow in response to restrictions
                                              • Figure 35: Fastest-growing product positioning claims in the women’s haircare market, by percentage point change, 2013-14
                                            • Anti-pollution claims grow in the haircare market
                                              • Figure 36: Examples of women’s haircare products featuring the antioxidant claim, 2014
                                            • Henkel and L’Oréal increase innovation in 2014
                                              • Figure 37: Share of NPD in the women’s haircare market, by top five ultimate companies and other, 2014
                                              • Figure 38: Examples of fullness and density-enhancing products launched by L’Oréal, 2014
                                          • Market share

                                            • Garnier Ultimate Blends takes significant share of shampoo
                                              • Figure 39: UK retail value sales of women's mass-market shampoo, by brand, years to January 2014 and January 2015
                                            • Organix/OGX conditioners benefit from interest in botanical oils
                                              • Figure 40: UK retail value sales of women's mass-market conditioners and treatments, by brand, years to January 2014 and January 2015
                                            • John Frieda sees styling success
                                              • Figure 41: UK retail value sales of women's mass-market hairstyling products, by brand, years to January 2014 and January 2015
                                          • The Consumer – What you need to know

                                            • Increasing interest from older women
                                              • Opportunity to learn from fitness trackers
                                                • Treatments inspire higher spend
                                                  • Real-time user tutorials could boost experimentation
                                                    • Educating women on haircare can boost product usage
                                                      • Diet and health most instrumental in hair’s appearance
                                                      • Product usage

                                                        • Traditional styling products drop in popularity
                                                          • Figure 42: Hair product usage amongst females, 2013-15
                                                        • Newer hair oils threaten to cannibalise treatments
                                                          • A quarter of 16-24-year-old women use six or more products
                                                            • Figure 43: Repertoire of haircare products used, by age, February 2015
                                                        • Hair concerns

                                                          • Young women worry about split ends
                                                            • Figure 44: Women’s hair concerns, by age, February 2015
                                                          • Education in anti-ageing haircare can keep seniors engaged
                                                            • Figure 45: Repertoire of hair concerns, by age, February 2015
                                                        • Brand preferences

                                                          • Treatments, serum and oil are prestige buys
                                                            • Figure 46: Brand preferences of haircare products, February 2015
                                                          • Styling suffers from a basic image
                                                            • Innovation for dry shampoo
                                                              • Figure 47: Example of Taylor Taylor London hair stencils, 2014
                                                          • Haircare and styling routine

                                                            • Very few women are experimental with hairstyle
                                                              • Figure 48: Frequency of performing activities in a hair routine, February 2015
                                                            • Older women have different routines
                                                              • Natural versus blow dryer
                                                              • Attitudes towards haircare

                                                                • Women want help with easier styling
                                                                  • Figure 49: Women’s attitudes towards haircare and styling, February 2015
                                                                • Shampoo versus conditioner as key to good hair
                                                                  • Opportunity to secure brand loyalty with young women
                                                                  • Factors influencing appearance of hair

                                                                    • Potential for hair vitamins and supplements
                                                                      • Figure 50: Important factors in determining the appearance of hair, net of any importance, February 2015
                                                                    • Genes thought to have the most impact overall
                                                                      • Figure 51: Important factors in determining the appearance of hair, February 2015
                                                                    • Ingredients are seen as more important than claims
                                                                    • Data sources, abbreviations and supporting information

                                                                      • Data sources
                                                                        • Abbreviations
                                                                          • Fan chart forecast
                                                                          • The market

                                                                              • Figure 52: Price positioning of new product launches in the women’s haircare market (budget to super luxe), 2012-14
                                                                          • Key players

                                                                              • Figure 53: Shares of NPD in women’s haircare products, by top five ultimate companies in 2014, 2012-14
                                                                              • Figure 54: Product positioning claims of women’s haircare products, by sub category, ranked by top 10 hair treatment claims, 2014
                                                                              • Figure 55: Product positioning claims of women’s haircare products, by top 10 fastest-growing claims in 2014, 2012-14

                                                                          Women's Haircare - UK - April 2015

                                                                          US $2,648.76 (Excl.Tax)