Hair Styling Products - Europe - October 2011
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“While many beauty and personal care sectors have benefited from the recession, as they offer a relatively inexpensive way for women to treat themselves, hair styling products do not fall within this category and sales have struggled. Innovation in products that can repair and protect the hair from environmental damage may be one way to move products from being a non-essential into a ‘must-have’ area of spend.”
Some key points covered in the report include:
• The economic recession has sent value sales on a downward trend, with consumers reducing the number of products bought and opting for mass-market and own-label options over premium-positioned products.
• Hairspray claims the biggest share of sales and fares best in the challenging market conditions.
• Fashions are moving away from poker straight hair towards a more natural, voluminous look, with texture a popular way to drive innovation.
• Long-lasting hold remains a key area of new product development, with products incorporating plant-based ingredients and brightening/illuminating styling agents also featuring strongly in recent launches.
• Women connect their femininity and beauty to their hair, feeling more confident when their hair looks right, reflecting an emotive response.
• Penetration of hair styling products and haispray, along with per capita spend, peaks in Germany.
• While mousse, gels and sprays have a core consumer base formed of under-45s and ABs, use of aerosol hairspray is biased towards more mature women and lower income groups.
This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:
What They Want. Why They Want It.
Who’s Winning. How To Stay Ahead.
Size, Segments, Shares And Forecasts: How It All Adds Up.
New Ideas. New Products. New Potential.
Where The White Space Is. How To Make It Yours.
What’s Shaping Demand – Today And Tomorrow.