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Women's Haircare - UK - March 2017

“The women’s haircare sector has struggled to show growth in recent years as savvy shopping behaviours continue to take their toll, with the category showing value growth of just 0.3% in 2016. The value of the prestige sector has shown a particular rise, keeping the category afloat, suggesting a willingness to trade up in the sector. However, trends favouring natural hairstyles and textures, as well as women worrying about damaging their hair, are impacting washing and styling behaviours.”
–    Roshida Khanom, Associate Director BPC

This report will cover the following areas:

  • Styling sector struggles
  • Damage concern is changing behaviours

Damage concern is a key driver of changes in haircare routines, highlighting opportunities for the natural/organic sector to position itself as a gentler way to care for hair, thereby encouraging washing and styling behaviours.

Within this Report, Mintel defines ‘women’s haircare’ as all haircare that is not specifically targeted at men. Accordingly, all market and launch information includes data for unisex haircare.

  • Shampoos: All types of shampoo for washing hair including beauty or standard shampoos as well as anti-dandruff/medicated types. Also includes two-in-one shampoo and conditioner and dry shampoo.
  • Conditioners and treatments: Rinse-out and leave-in conditioners, intensive treatments such as hot oils, serums, masks and sprays.
  • Styling products: All products that are used to style, sculpt or fix the hair. These include mousses, gels, gel sprays, jelly, styling sprays, lotions, serums, gums, glue, paste, mud, clay, waxes, creams, milks, styling water, glosses and hairsprays.

Sales of shampoo, conditioner and styling products through all retail outlets and sold by hair salons for home use are covered by this Report.

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Table of contents

  1. Overview

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

          • The market
            • The category shows minimal growth in 2016
              • Figure 1: UK retail value sales of the women’s haircare market, 2011-21
            • Prestige boosts the sector
              • Key players
                • Relaunches boost sales of shampoo brands
                  • Figure 2: UK retail value sales of women’s mass-market shampoo, by brand, year ending October 2016
                • Sales of conditioner brands reflect shampoo brands
                  • Figure 3: UK retail value sales of women’s mass-market conditioner, by brand, year ending October 2016
                • The styling sector struggles
                  • Figure 4: UK retail value sales of women’s mass-market styling products, by brand, year ending October 2016
                • NPD sees a rise
                  • Figure 5: New product development in the women’s haircare category, by sub-category, January 2014-January 2017
                • Advertising spend sees sharp rise in 2016
                  • Figure 6: Recorded above-the-line, online display and direct mail total advertising expenditure on women’s haircare, by media type, 2014-16
                • The consumer
                  • Usage of styling products declines
                    • Figure 7: Usage of hair styling products, December 2016
                  • Little change in use of hair/scalp-protecting products
                    • Figure 8: Usage of hair/scalp-protecting products, December 2016
                  • Shampoo usage is up
                    • Figure 9: Usage of shampoo and conditioner products, December 2016
                  • Low awareness of co-wash products keeps usage down
                    • Figure 10: Usage of co-wash products, December 2016
                  • Double shampooing presents NPD opportunities
                    • Figure 11: Changes in haircare routines in the last 12 months, 16-24s vs all, December 2016
                  • Styling frequency is down
                    • Figure 12: Changes in styling routines in the last 12 months, December 2016
                  • Free-from claims indicate natural/organic
                    • Figure 13: Perceptions of natural and/or organic haircare, amongst buyers of natural/organic haircare, December 2016
                  • What we think
                  • Issues and Insights

                    • Styling sector struggles
                      • The facts
                        • The implications
                          • Damage concern is changing behaviours
                            • The facts
                              • The implications
                              • The Market – What You Need to Know

                                • Value of the market sees little change
                                  • Prestige sector boosts salon and online pureplayers
                                    • Targeting teens for future growth
                                      • Need for speed likely to increase
                                        • Damage concern is impacting haircare routines
                                        • Market Size and Forecast

                                          • The category remains afloat
                                            • Figure 14: UK retail value sales of the women’s haircare market, 2011-21
                                          • Slow but steady growth long term
                                            • Figure 15: UK retail value sales of the women’s haircare market, 2011-21
                                          • Forecast methodology
                                          • Market Segmentation

                                            • Prestige strides ahead whilst mass-market lags behind
                                              • Figure 16: UK retail value sales of the women’s haircare market, prestige vs mass, 2015 and 2016
                                            • Trend for natural hair impacts styling sector
                                              • Figure 17: UK retail value sales of the women’s mass-market haircare market, by product type, 2015 and 2016
                                          • Channels to Market

                                            • Salons and online players boost prestige sector
                                              • Figure 18: UK value retail sales of women’s haircare products, by retail channel, 2015 and 2016
                                            • Discount retailers impact mass-market sales
                                            • Market Drivers

                                              • Targeting teens
                                                • Figure 19: Trends in the age structure of the UK female population, 2011-21
                                              • Rise in employment presents opportunities
                                                • Figure 20: Employment and unemployment, total and female, 2011-21
                                              • Desire for quality drives prestige
                                                • Damage concern could be changing haircare behaviours
                                                  • Figure 21: Reasons for changes in usage of hair appliances, August 2016
                                                • Innovating outside care
                                                  • Opportunities for evening routines
                                                    • Figure 22: Daily beauty and grooming routines related to hair amongst women, December 2016
                                                  • Need for speed
                                                    • Figure 23: Time spent on maintaining/enhancing face, hair and body, by age, December 2016
                                                • Key Players – What You Need to Know

                                                  • Relaunches boost shampoo brands
                                                    • NPD shows sharp rise in 2016
                                                      • Free-from remains a focus in 2016
                                                        • Advertising spend rises in 2016
                                                          • Challenging stereotypes
                                                            • Trust and differentiation of brands reflect their usage
                                                            • Market Share

                                                              • Shampoo brands enjoy value growth from relaunches
                                                                • Figure 24: UK retail value sales of women’s mass-market shampoo, by brand, years ending October 2015 and 2016
                                                              • Top-performing shampoo brands reflected in conditioner
                                                                • Figure 25: UK retail value sales of women’s mass-market conditioner, by brand, years ending October 2015 and 2016
                                                              • Brands struggle in the styling sector
                                                                • Figure 26: UK retail value sales of women’s mass-market styling products, by brand, years ending October 2015 and 2016
                                                            • Launch Activity and Innovation

                                                              • Shampoo sees a rise in focus
                                                                • Figure 27: New product development in the women’s haircare category, by sub-category, January 2014-January 2017
                                                              • NPD in dry shampoos
                                                                • Relaunches popular in 2016
                                                                  • Figure 28: New product development in the women’s haircare category, by launch type, January 2014-January 2017
                                                                • L’Oréal leads NPD in 2016
                                                                  • Figure 29: New product development in the women’s haircare category, by top ultimate companies and other, 2016
                                                                  • Figure 30: Examples of new product development in the women’s haircare category from Unilever brands, 2016
                                                                • Dove competes with Head & Shoulders in 2017
                                                                  • Free-from claims are still a focus
                                                                    • Figure 31: New product development in the women’s haircare category, by top 10 claims for 2015, 2015 and 2016
                                                                • Advertising and Marketing Activity

                                                                  • Advertising spend sees sharp rise in 2016
                                                                    • Figure 32: Recorded above-the-line, online display and direct mail total advertising expenditure on women’s haircare, by media type, 2014-16
                                                                    • Figure 33: Garnier Ultimate Blends pop-up store, February 2017
                                                                  • P&G dominates advertising spend
                                                                    • Figure 34: Recorded above-the-line, online display and direct mail total advertising expenditure on women’s haircare, by top advertisers, 2016
                                                                  • Moving away from stereotypes
                                                                    • Nielsen Ad Intel coverage
                                                                    • Brand Research

                                                                        • Brand map
                                                                          • Figure 35: Attitudes towards and usage of selected brands, December 2016
                                                                        • Key brand metrics
                                                                          • Figure 36: Key metrics for selected brands, December 2016
                                                                        • Brand attitudes: TRESemmé is a trusted brand
                                                                          • Figure 37: Attitudes, by brand, December 2016
                                                                        • Brand personality: Bumble and bumble has a fun image
                                                                          • Figure 38: Brand personality – Macro image, December 2016
                                                                        • Herbal Essences maintains its natural image
                                                                          • Figure 39: Brand personality – Micro image, December 2016
                                                                        • Brand analysis
                                                                          • L’Oréal Elvive shows high usage amongst older women
                                                                            • Figure 40: User profile of L’Oréal Elvive, December 2016
                                                                          • John Frieda has a good reputation
                                                                            • Figure 41: User profile of John Frieda, December 2016
                                                                          • Aveda runs the risk of being unappealing
                                                                            • Figure 42: User profile of Aveda, December 2016
                                                                          • TRESemmé is accessible and effective
                                                                            • Figure 43: User profile of TRESemmé, December 2016
                                                                          • Bumble and bumble would be recommended
                                                                            • Figure 44: User profile of Bumble and bumble, December 2016
                                                                          • Herbal Essences cares for health and wellbeing
                                                                            • Figure 45: User profile of Herbal Essences, December 2016
                                                                        • The Consumer – What You Need to Know

                                                                          • Shampoo usage sees a rise
                                                                            • Awareness of co-wash products is low
                                                                              • Damage concern is impacting behaviours
                                                                                • Purchase of natural/organic haircare is low
                                                                                • Usage of Haircare Products

                                                                                  • Shampoo usage is on the rise
                                                                                    • Figure 46: Usage of shampoo and conditioner products, December 2016
                                                                                  • Little change in usage of hair/scalp-protecting products
                                                                                    • Figure 47: Usage of hair/scalp-protecting products, December 2016
                                                                                  • Usage of styling products is on the decline
                                                                                    • Figure 48: Usage of hair styling products, December 2016
                                                                                  • Usage of co-wash remains low
                                                                                    • Figure 49: Usage of co-wash products, December 2016
                                                                                  • Low awareness of co-wash products
                                                                                    • Figure 50: Awareness of co-wash products amongst non-users, December 2016
                                                                                • Changes in Haircare Routines

                                                                                  • Double shampooing is popular
                                                                                    • Figure 51: Changes in haircare routines in the last 12 months, 16-24s vs all, December 2016
                                                                                  • Young women may be boosting prestige sector
                                                                                    • Styling is less frequent
                                                                                      • Figure 52: Changes in styling routines in the last 12 months, December 2016
                                                                                    • Damage concern is driving behaviours
                                                                                      • Figure 53: Reasons for changes to haircare/styling routines, December 2016
                                                                                    • Preserving colour
                                                                                      • Hairstyle changes in older women
                                                                                        • Figure 54: Changing haircare/styling routines due to changing hairstyle/length, by age, December 2016
                                                                                      • Time and money are concerns of the young
                                                                                        • Figure 55: Changing haircare/styling routines due to wanting to save time/money, by age, December 2016
                                                                                    • Perceptions of Natural and Organic Haircare

                                                                                      • Purchase of natural/organic haircare products remains low
                                                                                        • Figure 56: Purchase of natural and/or organic haircare products, December 2016
                                                                                      • Free-from is the highest indicator of natural/organic
                                                                                        • Figure 57: Perceptions of natural and/or organic haircare, amongst buyers of natural/organic haircare, December 2016
                                                                                      • Essential oils are important to buyers of natural/organic
                                                                                        • Free-from is more important to older women, ingredients more important to younger
                                                                                          • Figure 58: Selected perceptions of natural and/or organic haircare, 16-24s and over-65s vs all, December 2016
                                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                          • Abbreviations
                                                                                            • Consumer research methodology
                                                                                              • Forecast methodology

                                                                                              Companies Covered

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                                                                                              Women's Haircare - UK - March 2017

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