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Women's Haircare - UK - April 2016

“The women’s haircare category has struggled to grow in value in recent years, as savvy shopping behaviours see women buying branded products at discount retailers. In addition, women are washing and styling their hair less frequently, which may be driven by concern over damage. Interest in shampoos with different levels of cleansing is high, as well as scalp protecting products, presenting innovation opportunities to the category.”
– Roshida Khanom, Senior Personal Care Analyst

This report discusses the following key topics:

  • Targeting older women can grow the market
  • Shampoo sector presents opportunities
  • Women show interest in scalp protection benefits

Although new products such as co-washes show low usage, opportunities for growth in the category exist in new launches; women show high interest in shampoo innovations and scalp treatments in particular.

Although new products such as co-washes show low usage, opportunities for growth in the category exist in new launches; women show high interest in shampoo innovations and scalp treatments in particular.

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Table of contents

  1. Overview

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

          • Market value struggles to keep afloat
            • Figure 1: UK retail value sales of the women’s haircare market, 2010-20
          • Category growth could come from older women
            • New products grow in focus
              • Figure 2: New product development in the women’s haircare category, by launch type, January 2013-February 2016
            • Shampoo usage is rising
              • Figure 3: Usage of haircare products, January 2016
            • Women show interest in more natural solutions
              • Figure 4: Changes in haircare habits in the past 12 months, January 2016
            • Opportunities for scalp care
              • Figure 5: Interest in haircare innovations, January 2016
            • What we think
            • Issues and Insights

              • Targeting older women can grow the market
                • The facts
                  • The implications
                    • Shampoo sector presents opportunities
                      • The facts
                        • The implications
                          • Women show interest in scalp protection benefits
                            • The facts
                              • The implications
                              • The Market – What You Need to Know

                                • Prestige keeps category afloat
                                  • Discount retailers are impacting the mass market
                                    • Improving financial situations could boost the category
                                      • Encouraging purchase in older women
                                        • Growth of beauty supplements
                                          • Using social media
                                          • Market Size and Forecast

                                            • A market struggling to show growth
                                              • Figure 6: UK retail value sales of the women’s haircare market, 2010-20
                                            • Opportunities for the future
                                              • Figure 7: UK retail value sales of the women’s haircare market, 2010-20
                                          • Segment Performance

                                            • Prestige haircare sales out-perform mass-market
                                              • Figure 8: UK retail value sales of the women’s haircare market, prestige vs mass, 2014-15
                                            • Styling keeps mass-market sales afloat
                                              • Figure 9: UK retail value sales of the women’s mass-market haircare market, by product type, 2014-15
                                          • Channels to Market

                                            • Grocery multiples and Boots maintain market share
                                                • Figure 10: UK retail value sales of women’s haircare products, by retail channel, 2014-15
                                            • Market Drivers

                                              • Improving financial situations
                                                • Figure 11: Trends in current financial situation compared with a year ago, February 2012 and February 2016
                                              • Trading up to grow the market
                                                • Figure 12: Trends in the age structure of the UK female population, 2010-20
                                              • Embracing age
                                                • Figure 13: Attitudes related to looking for beauty products, 16-24s vs over 65s, September 2015
                                              • Treating hair from the inside
                                                • Online styling tutorials
                                                  • Figure 14: Types of information wanted from BPC social media sites, by topic, April 2015
                                              • Key Players – What You Need to Know

                                                • Usage drives trust and differentiation ratings
                                                  • Rise in advertising spend
                                                    • Overall innovation is down, but new products are up
                                                      • Seasonal and mass-market ‘premium’ launches
                                                        • Free-from continues to be a focus area
                                                          • Brands with specific solutions fare well
                                                            • New launches boost styling sales
                                                            • Brand Research

                                                                • Brand map
                                                                  • Figure 15: Attitudes towards and usage of selected brands, March 2016
                                                                • Key brand metrics
                                                                  • Figure 16: Key metrics for selected women’s haircare brands, March 2016
                                                                • Brand attitudes: Value ratings are low across brands
                                                                  • Figure 17: Attitudes, by women’s haircare brand, March 2016
                                                                • Brand personality: Batiste, Aussie and Dove have fun personalities
                                                                  • Figure 18: Brand personality – Macro image, March 2016
                                                                • Dove performs well for being expert
                                                                  • Figure 19: Brand personality – Micro image, March 2016
                                                                • Brand analysis
                                                                  • Dove has universal appeal
                                                                    • Figure 20: User profile of Dove, March 2016
                                                                  • Batiste is a fun brand
                                                                    • Figure 21: User profile of Batiste, March 2016
                                                                  • Aussie performs well with young women
                                                                    • Figure 22: User profile of Aussie, March 2016
                                                                  • Head & Shoulders is tired
                                                                    • Figure 23: User profile of Head & Shoulders, March 2016
                                                                  • Pantene performs low for differentiation but high for trust
                                                                    • Figure 24: User profile of Pantene, March 2016
                                                                  • Charles Worthington is considered exclusive
                                                                    • Figure 25: User profile of Charles Worthington, March 2016
                                                                • Brand Communication and Promotion

                                                                  • TV advertising becomes a bigger focus
                                                                    • Figure 26: Recorded above-the-line, online display and direct mail total advertising expenditure on women’s haircare, by media type, January 2013-February 2016
                                                                  • P&G leads advertising spend
                                                                    • Figure 27: Recorded above-the-line, online display and direct mail total advertising expenditure on women’s haircare, by top ten advertisers for 2015, January 2014-February 2016
                                                                  • Coverage/methodology clarification
                                                                  • Launch Activity and Innovation

                                                                    • New products are growing in focus
                                                                      • Figure 28: New product development in the women’s haircare category, by launch type, January 2013-February 2016
                                                                      • Figure 29: New product launches with volumising claims, 2015
                                                                    • Rise in conditioner launches
                                                                      • Figure 30: New product development in the women’s haircare category, by sub-category, January 2013-February 2016
                                                                      • Figure 31: Cleansing conditioners launched in 2015
                                                                    • Seasonal launches for P&G and L’Oréal
                                                                      • Figure 32: New product development in the women’s haircare category, by top four ultimate companies and other, 2015
                                                                      • Figure 33: Seasonal launches from P&G and L’Oréal, 2015
                                                                    • Mass-market ‘premium’ launches
                                                                      • Products for coloured hair
                                                                        • Figure 34: Haircare launches for coloured hair, 2015
                                                                      • Free-from continues as a focus
                                                                        • Figure 35: New product development in the women’s haircare category, by top ten claims for 2015, January 2013-February 2016
                                                                        • Figure 36: Color Wow hair supplements, March 2016
                                                                    • Market Share

                                                                      • Specific solutions may be driving shampoo sales
                                                                        • Figure 37: UK retail value sales of women’s mass-market shampoo, by brand, years ending November, 2014 and 2015
                                                                      • Conditioner sales reflect shampoo sales
                                                                        • Figure 38: UK retail value sales of women’s mass-market conditioner, by brand, years ending November, 2014 and 2015
                                                                      • New launches boost styling sales
                                                                        • Figure 39: UK retail value sales of women’s mass-market styling products, by brand, years ending November 2014 and 2015
                                                                    • The Consumer – What You Need to Know

                                                                      • Wet shampoo usage is on the rise
                                                                        • Women are seeking natural solutions
                                                                          • Hairstyles should be low maintenance
                                                                            • Brand name is a key influencer
                                                                              • Night-time treatments and scalp protection offer opportunities
                                                                              • Usage Trends in Women’s Haircare

                                                                                • Shampoo usage is on the rise
                                                                                  • Figure 40: Usage of haircare products, January 2016
                                                                                • Styling products are less favoured
                                                                                  • Scalp protecting products have opportunities
                                                                                    • Newer products have lower usage
                                                                                      • Figure 41: Usage of co-wash, January 2016
                                                                                    • Older women show interest in co-wash
                                                                                      • Figure 42: Never used co-wash but interested in doing so in the future by age, January 2016
                                                                                  • Changes in Haircare Habits

                                                                                    • Damage concern might be driving habit changes
                                                                                      • Figure 43: Changes in haircare habits in the past 12 months, January 2016
                                                                                    • The natural route
                                                                                      • Younger women look for quick fixes
                                                                                        • Figure 44: Selected changes in haircare habits in the past 12 months, by youngest and oldest demographics, January 2016
                                                                                      • Older women seek professional help
                                                                                        • Figure 45: Selected changes in haircare habits in the past 12 months, by youngest and oldest demographics, January 2016
                                                                                      • Older women are changing their haircare habits
                                                                                        • Figure 46: Repertoire of habits changed in the past 12 months, by age, January 2016
                                                                                    • Styling Habits

                                                                                      • Low maintenance is key
                                                                                        • Figure 47: Daytime styling habits, January 2016
                                                                                      • Young women are willing to take their time
                                                                                        • Evenings are about giving hair a break
                                                                                          • Figure 48: Evening styling habits (when at home), January 2015
                                                                                        • Older women invest time in their hair
                                                                                          • Figure 49: Preference to wash/prepare hair for desired style, by age, January 2016
                                                                                        • Hair should be effortless, even for special occasions
                                                                                          • Figure 50: Special occasion styling habits, January 2016
                                                                                        • Mums want to make an effort
                                                                                          • Figure 51: Styling habits of mums (of under-16s), January 2015
                                                                                      • Purchase of Haircare Products

                                                                                        • Brand name is important
                                                                                          • Figure 52: Haircare purchase habits in the past 12 months, January 2016
                                                                                        • Younger women are increasing their spend
                                                                                        • Interest in Haircare Innovations

                                                                                          • Interest in shampoo innovations is high
                                                                                            • Figure 53: Interest in haircare innovations, January 2016
                                                                                          • Night-time treatments
                                                                                            • Positioning scalp protection in the professional sector
                                                                                              • Older women show interest in CC balms/creams
                                                                                                • 72hr claims are appealing
                                                                                                  • Figure 54: Interest in haircare claims, January 2016
                                                                                                • Scalp products are of interest
                                                                                                • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                  • Data sources
                                                                                                    • Abbreviations
                                                                                                      • Fan chart forecast
                                                                                                        • Brand research
                                                                                                          • Brand map
                                                                                                            • Correspondence analysis

                                                                                                            Companies Covered

                                                                                                            To learn more about the companies covered in this report please contact us.

                                                                                                            Women's Haircare - UK - April 2016

                                                                                                            £1,995.00 (Excl.Tax)