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Description

Description

Covered in this report

The UK home hair colourants category is going through a challenging period. Mintel estimates the value of the market declined 1.6% to £306 million in 2019, with a downward trend in sales forecast to continue in the coming years.


The decline is being driven by an ageing population as older consumers embrace their natural colour and drop out of the category, as well as the younger users favouring lower-value temporary colour products. Opportunities to restore market growth come in colourants that enhance natural colour as opposed to covering it as well as giving consumers more options to personalise.

“Demand for hair colourants has been subdued by the pro-ageing movement, with older consumers opting to embrace their greys rather than cover them. Young consumers have remained engaged but favour lower-value temporary products, suggesting that brands need to find ways to encourage them to spend more. Personalisation will be crucial to encourage value growth, and expanding product repertoires could give brands an opportunity to widen the appeal of hair colourants.”

– Samantha Dover, Senior Beauty and Personal Care Analyst

This report examines the following issues:

  • Negative perceptions are subduing market growth
  • Personalisation remains an untapped opportunity
  • New formats broaden the appeal of colourants

What's included

What's included

Table of contents

Table of contents

  1. Overview

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

            • The market
              • Category decline forecast to continue
                • Figure 1: Best- and worst-case forecast for retail value sales of at-home hair colourants, 2014-24
              • Permanent colours dominate, but are falling out of favour
                • Figure 2: Retail value sales of at-home hair colourants, by segment, 2019 (est)
              • Companies and brands
                • Clairol struggles in a competitive environment
                  • Figure 3: UK retail value sales of at-home hair colourants, by brand, 2019
                • A lack of NPD could be holding back the market
                  • Figure 4: New product development in the at-home hair colourant category, by launch type, January 2015-October 2019
                • The consumer
                  • One in three colour their hair
                    • Figure 5: At-home hair colourant products used in the last 12 months, October 2019
                  • At-home colourants are seen as a cost-effective alternative
                    • Figure 6: Reasons for using at-home hair colourants, October 2019
                  • Permanent dyes offer long-lasting results
                    • Figure 7: At-home hair colourants correspondence analysis, October 2019
                  • Adding a personal touch
                    • Figure 8: Interest in at-home hair colourant innovations, October 2019
                  • Hair colourant users are becoming more eco-conscious
                    • Figure 9: At-home hair colourant behaviours, October 2019
                  • What we think
                  • Issues and Insights

                    • Negative perceptions are subduing market growth
                      • The facts
                        • The implications
                          • Personalisation remains an untapped opportunity
                            • The facts
                              • The implications
                                • New formats broaden the appeal of colourants
                                  • The facts
                                    • The implications
                                    • The Market – What You Need to Know

                                      • Decline in value sales set to continue
                                        • Temporary colours retain their appeal
                                          • Online is becoming a more important channel…
                                            • …but stores have an opportunity to fight back
                                              • An ongoing preference for professional treatments
                                                • Targeting older consumers is key
                                                • Market Size and Forecast

                                                  • A rise in NPD is not enough to drive sales growth
                                                    • Figure 10: Retail value sales of at-home hair colourants, 2014-24
                                                  • Value decline forecast to continue
                                                    • Figure 11: Best- and worst-case forecast for retail value sales of mass-market at-home hair colourants, 2014-24
                                                  • Forecast methodology
                                                  • Market Segmentation

                                                    • Temporary colours are outperforming
                                                      • Figure 12: Retail value sales of at-home hair colourants, by segment, 2017-19
                                                  • Channels to Market

                                                    • Store-based retailers are losing out to online
                                                      • Figure 13: Retail share of consumer expenditure on at-home hair colourants, 2017-19
                                                  • Market Drivers

                                                    • An ageing population will influence demand
                                                      • Figure 14: Trends in the age structure of the UK population, 2016-26
                                                    • Rising disposable incomes boost the professional sector
                                                      • Figure 15: Real wage growth – average weekly earnings vs inflation, January 2016-October 2019
                                                    • Home hair colourants need to leverage their point of difference
                                                      • Figure 16: Reasons for not professionally colouring/colouring hair frequently, July 2019
                                                    • Female haircare users are brand-loyal, but savvy
                                                      • Figure 17: Haircare purchasing behaviours, December 2018
                                                    • Targeting more specific hair types might appeal
                                                      • Figure 18: Haircare purchase factors, December 2018
                                                    • Men look for value when buying haircare
                                                      • Figure 19: Hair/skincare purchase influences, May 2019
                                                    • Scalp health is becoming more important
                                                      • Figure 20: Reasons for using scalp treatment products, December 2018
                                                    • Stores are influential in the purchase journey
                                                      • Figure 21: Sources of inspiration for chosen at-home hair colourant shade, April 2019
                                                  • Companies and Brands – What You Need to Know

                                                    • Colourant trends are influencing market shares
                                                      • NPD declines in 2019
                                                        • Recorded advertising expenditure has also fallen
                                                          • Established players benefit from strong brand awareness
                                                          • Market Share

                                                            • Clairol continues to lose its dominance
                                                              • Figure 22: UK retail value sales of at-home hair colourants, by brand, 2018 and 2019
                                                          • Launch Activity and Innovation

                                                            • Inconsistent NPD hinders category growth
                                                              • Figure 23: New product development in the home hair colourant category, by launch type, January 2015-October 2019
                                                            • Touch-up products get creative
                                                              • Figure 24: Examples of NPD in home hair colourant root touch-up products, 2018-19
                                                            • Speed and ease-of-use claims fall out of favour
                                                              • Figure 25: Top 10 claims in home hair colourants (based on leading claims for 2019), January 2017-October 2019
                                                            • Leave-in and multifunctional formulas will appeal to those looking for convenience
                                                              • Figure 26: Examples of NPD in multifunctional and leave-in home hair colourants, 2018-19
                                                            • Eco and ethical claims go hand-in-hand with natural claims
                                                              • Figure 27: Examples of NPD in home hair colourants with eco and ethical claims, 2019
                                                            • New eco-friendly purple shampoo launches
                                                              • Figure 28: Dr. Craft Natural Purple Berry Brightening Serum, 2018
                                                            • Coty ramps up hair colourant innovation
                                                              • Figure 29: New product development in the at-home hair colourant category, by ultimate company, January 2017-October 2019
                                                            • Familiar terminology could boost usage
                                                              • Figure 30: L'Oréal Professionnel Serioxyl Volumising Coloured Spray, 2019
                                                          • Advertising and Marketing Activity

                                                            • A decline in hair colourant advertising expenditure
                                                              • Figure 31: Recorded above-the-line, online display and direct mail advertising expenditure on hair colourants, January 2015-October 2019
                                                            • Pantene challenges hair colourants market with new campaign
                                                              • The focus remains on permanent colours
                                                                • Figure 32: Recorded above-the-line, online display and direct mail advertising expenditure on hair colourants, by sub-category, January 2017-October 2019
                                                              • Three advertisers dominate marketing activity
                                                                • Figure 33: Recorded above-the-line, online display and direct mail advertising expenditure on hair colourants, by advertiser, January-October 2019
                                                              • Moroccanoil makes a play for the hair colourants market
                                                                • TV is still the primary media type
                                                                  • Figure 34: Recorded above-the-line, online display and direct mail advertising expenditure on hair colourants, by media type, January 2017-October 2019
                                                                • Garnier unveils new tagline to reaffirm sustainability efforts
                                                                  • Nielsen Ad Intel coverage
                                                                  • Brand Research

                                                                      • Brand map
                                                                        • Figure 35: Attitudes towards and usage of selected brands, December 2019
                                                                      • Key brand metrics
                                                                        • Figure 36: Key metrics for selected brands, December 2019
                                                                      • Brand attitudes: L’Oréal Magic Retouch is most trusted
                                                                        • Figure 37: Attitudes, by brand, December 2019
                                                                      • Brand personality: Clairol Natural Instincts is perceived as ethical
                                                                        • Figure 38: Brand personality – macro image, December 2019
                                                                      • Bleach London is seen as youthful
                                                                        • Figure 39: Brand personality – micro image, December 2019
                                                                      • Brand analysis
                                                                        • L’Oréal Magic Retouch has successfully differentiated itself
                                                                          • Figure 40: User profile of L’Oréal Magic Retouch, December 2019
                                                                        • Clairol Natural Instincts benefits from natural positioning
                                                                          • Figure 41: User profile of Clairol Natural Instincts, December 2019
                                                                        • Schwarzkopf Color Expert enjoys strong brand awareness and usage
                                                                          • Figure 42: User profile of Schwarzkopf Color Expert, December 2019
                                                                        • Bleach London users are committed to the brand
                                                                          • Figure 43: User profile of Bleach London, December 2019
                                                                        • Umberto Giannini Flowerology Colour suffers from limited brand awareness
                                                                          • Figure 44: User profile of Umberto Giannini Flowerology Colour, December 2019
                                                                      • The Consumer – What You Need to Know

                                                                        • An ongoing preference for permanent dyes
                                                                          • Encouraging more frequent usage could boost sales
                                                                            • Brands appeal to price-sensitive consumers
                                                                              • Negative perceptions may be holding back usage
                                                                                • Personalisation is a key opportunity
                                                                                  • Hair colourant users are willing to experiment
                                                                                  • Hair Colourant Usage

                                                                                    • Overall usage of home hair colourants is unchanged
                                                                                      • Figure 45: Types of at-home hair colourant products used in the last 12 months, January 2018 and October 2019
                                                                                    • Older consumers are disengaging
                                                                                      • Figure 46: Usage of any at-home hair colourant product in the last 12 months, by age and gender, January 2018 and October 2019
                                                                                    • Targeting younger men could boost growth
                                                                                      • Permanent dyes remain most popular
                                                                                        • Figure 47: At-home hair colourant products used in the last 12 months, October 2019
                                                                                      • Hair colourant users stick to what they know
                                                                                        • Figure 48: Repertoire of at-home hair colourant products used in the last 12 months, October 2019
                                                                                      • Frequency also remains unchanged
                                                                                        • Figure 49: Frequency of at-home hair colourant usage, October 2019
                                                                                    • Reasons for Using Hair Colourants

                                                                                      • Cost is a core reason for colouring hair at home
                                                                                        • Figure 50: Reasons for using at-home hair colourants, October 2019
                                                                                      • Grey hair is a usage driver
                                                                                        • Men are looking to change their natural colour
                                                                                          • Figure 51: Reasons for using at-home hair colourants, by gender, October 2019
                                                                                        • Older consumers are looking to enhance their colour
                                                                                          • Figure 52: Reasons for using at-home hair colourants, by age, October 2019
                                                                                        • Permanent dyes are favoured by those looking to cover greys
                                                                                          • Figure 53: Reasons for using at-home hair colourants, by type of at-home hair colourant products used, October 2019
                                                                                      • Perceptions of Types of Hair Colourants

                                                                                        • Bleach will suffer from rising interest in sustainability
                                                                                          • Figure 54: At-home hair colourants correspondence analysis, October 2019
                                                                                        • Temporary dyes are easy to use
                                                                                          • Figure 55: Perceptions of at-home hair colourants, October 2019
                                                                                        • Methodology
                                                                                        • Interest in Innovations

                                                                                          • Demand for customisation is strong
                                                                                            • Figure 56: Interest in at-home hair colourant innovations, October 2019
                                                                                          • Users want more control during the colouring process
                                                                                            • Men want hair dyes to cover hair loss
                                                                                              • Figure 57: Interest in at-home hair colourant innovations, by gender, October 2019
                                                                                            • Young consumers want more assistance
                                                                                              • Figure 58: Interest in at-home hair colourant innovations, by age, October 2019
                                                                                            • Subscription services would appeal to part colour users
                                                                                              • Figure 59: Interest in at-home hair colourant innovations, by type of at-home hair colourant products used, October 2019
                                                                                          • Hair Colourant Behaviours

                                                                                            • The ability to recycle packaging is important
                                                                                              • Figure 60: At-home hair colourant behaviours, October 2019
                                                                                            • Brands should target men with natural hair colourants
                                                                                              • Figure 61: At-home hair colourant behaviours related to natural and environmental concerns, by gender, October 2019
                                                                                            • Young consumers want more diversity
                                                                                              • Figure 62: At-home hair colourant behaviours related to adding steps/product varieties, by age, October 2019
                                                                                            • Interest in prolonging hair colour peaks amongst the 35-54s
                                                                                              • Young consumers are willing to experiment
                                                                                                • Figure 63: At-home hair colourant behaviours related to product experimentation, by age, October 2019
                                                                                              • Men are more trend-driven than women
                                                                                                • Figure 64: At-home hair colourant behaviours related to colour experimentation, by gender, October 2019
                                                                                            • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                • Abbreviations
                                                                                                  • Consumer research methodology
                                                                                                    • Forecast methodology

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