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Men's Haircare - UK - March 2018

“The men’s mass-market haircare category has continued to see value growth in 2017 as men show increased use of specialised products such as hair and scalp treatments, suggesting further opportunities for NPD. With the majority of men buying their own haircare products, engaging men in retail environments remains important, particularly as online retailers innovate in ways to attract this demographic.”

– Roshida Khanom, Associate Director BPC

This report examines the following issues:

  • Little encouragement for men to trade up
  • Ethics are important to men

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Table of contents

  1. Overview

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

          • The market
            • Continued growth in value in 2017
              • Figure 1: Best- and worst-case forecast for the UK value sales of men’s haircare*, 2012-22
            • Companies and brands
              • Decline in NPD
                • Figure 2: New product development in the men’s haircare category, by launch type, 2014-17
              • A fragmented sector
                • Figure 3: New product development in the men’s haircare category by top ultimate companies and other, 2017
              • The consumer
                • Shampoo continues to be a BPC staple
                  • Figure 4: Usage of haircare products, December 2017
                • Lack of need drives down usage
                  • Figure 5: Reasons for non/low usage of haircare products, December 2017
                • Most men buy their own haircare products
                  • Figure 6: Purchase of haircare products, December 2017
                • Bricks and mortar is more popular than online
                  • Figure 7: Places of purchase of haircare products, December 2017
                • Help needed
                  • Figure 8: Reasons for not buying some/all haircare, December 2017
                • Ethical considerations are important
                  • Figure 9: Important attributes for a men’s haircare brand, December 2017
                • What we think
                • Issues and Insights

                  • Little encouragement for men to trade up
                    • The facts
                      • The implications
                        • Ethics are important to men
                          • The facts
                            • The implications
                            • The Market – What You Need to Know

                              • Value growth in 2017
                                • Treatments see a significant rise in value
                                  • Convenience and price drive grocery multiples
                                    • Speedy products likely to have more appeal in future
                                      • Subscription services could have opportunities
                                        • Men are buying natural/organic
                                          • Sampling is important
                                          • Market Size and Forecast

                                            • Continued growth in 2017
                                              • Figure 10: UK retail value sales of men’s haircare*, at current and constant prices, 2012-22
                                            • Slow and steady growth going forward
                                              • Figure 11: Best- and worst-case forecast for the UK value sales of men’s haircare*, 2012-22
                                            • Forecast methodology
                                            • Market Segmentation

                                              • Treatments see a significant rise
                                                • Figure 12: UK retail value sales for men’s haircare*, by segment, 2016-17 (est)
                                            • Channels to Market

                                              • Men favour ease and low price when shopping
                                                • Figure 13: UK retail value sales for men’s haircare*, by retail channel, 2016-17 (est)
                                              • ‘Other’ channels boosted by online sales
                                              • Market Drivers

                                                • Rise in professionals may drive need for speed
                                                  • Figure 14: Trends in the age structure of the male UK population, 2012-22
                                                • Brexit unlikely to impact the sector significantly
                                                  • Figure 15: Changes in household finances, January 2015 - September 2017
                                                • Price and convenience are important to men
                                                  • Figure 16: Important factors when buying beauty and personal care products, by men, October 2017
                                                • Men show interest in subscription services
                                                  • Figure 17: Interest in online innovations, by men, October 2017
                                                • Men are buying natural/organic
                                                  • Figure 18: Reasons for purchasing natural/organic toiletries, by men, September 2017
                                                • Try-before-you-buy is important
                                                  • Figure 19: Attitudes towards beauty online, by men, July 2017
                                                • Men’s hair trends in 2017
                                                  • Figure 20: Agreement with visiting a salon/barber in the last three months, December 2017
                                              • Companies and Brands – What You Need to Know

                                                • Decline in NPD as focus is on range extensions
                                                  • Styling saw an increase in focus
                                                    • Botanical and ethical claims see a rise
                                                      • Advertising spend saw a sharp rise
                                                        • TV dominates advertising spend
                                                          • Natural positioning drives ethical image
                                                          • Launch Activity and Innovation

                                                            • Decline in overall NPD
                                                              • Figure 21: New product development in the men’s haircare category, by launch type, 2014-17
                                                            • Styling increases in focus
                                                              • Figure 22: New product development in the men’s haircare category, by product type, 2014-17
                                                            • A fragmented sector
                                                              • Figure 23: New product development in the men’s haircare category by top ultimate companies and other, 2017
                                                            • Botanical and ethical claims see a rise
                                                              • Figure 24: Top five positioning claims by percentage point change in the men’s haircare market, 2016-17
                                                          • Advertising and Marketing Activity

                                                            • Advertising spend sees a jump
                                                              • Figure 25: Total recorded above-the-line, online display and direct mail advertising expenditure on men’s haircare products, 2014-17
                                                            • Investment in TV increases
                                                              • Figure 26: Recorded above-the-line, online display and direct mail advertising expenditure on men’s haircare products, by media type, 2016-17
                                                            • Nielsen Ad Intel coverage
                                                            • Brand Research

                                                                • Brand map
                                                                  • Figure 27: Attitudes towards and usage of selected brands, January 2018
                                                                • Key brand metrics
                                                                  • Figure 28: Key metrics for selected brands, January 2018
                                                                • Brand attitudes: Kiehl’s premium positioning is justified
                                                                  • Figure 29: Attitudes, by brand, January 2018
                                                                • Brand personality: Head & Shoulders’ wide availability drives accessibility image
                                                                  • Figure 30: Brand personality – macro image, January 2018
                                                                • Aveda Men is considered youthful
                                                                  • Figure 31: Brand personality – micro image, January 2018
                                                                • Brand analysis
                                                                  • Aveda Men ethical image driven by natural positioning
                                                                    • Figure 32: User profile of Aveda Men, January 2018
                                                                  • Head & Shoulders has an expert image
                                                                    • Figure 33: User profile of Head & Shoulders, January 2018
                                                                  • Kiehl’s has a premium positioning
                                                                    • Figure 34: User profile of Kiehl’s, January 2018
                                                                  • Alpecin is differentiated
                                                                    • Figure 35: User profile of Alpecin, January 2018
                                                                • The Consumer – What You Need to Know

                                                                  • Usage of haircare products sees a rise
                                                                    • Dry shampoo opportunities amongst younger men
                                                                      • Adopting informal appearances
                                                                        • Time and expense drive down use in younger men
                                                                          • The majority of men buy their own products
                                                                            • Supermarkets are the most favoured destination
                                                                              • Ease is important
                                                                              • Usage of Haircare Products

                                                                                • Rise in usage of haircare products
                                                                                  • Figure 36: Overall usage of haircare products, January 2016, November 2016 and December 2017
                                                                                • Shampoo is a daily essential
                                                                                  • Figure 37: Usage of haircare products, December 2017
                                                                              • Reasons for Low Usage of Haircare Products

                                                                                • Who needs haircare?
                                                                                  • Figure 38: Reasons for non/low usage of haircare products, December 2017
                                                                                • Confidence in appearance
                                                                                  • Young men worried about expense and time
                                                                                    • Figure 39: Agreement with selected statements about not using some/all haircare products, by age, December 2017
                                                                                • Purchase of Haircare Products

                                                                                  • Majority buy their own products
                                                                                    • Figure 40: Purchase of haircare products, December 2017
                                                                                  • Bricks and mortar is more popular than online …
                                                                                    • Figure 41: Places of purchase of haircare products, December 2017
                                                                                  • … however online retailers are innovating
                                                                                    • Help needed
                                                                                      • Figure 42: Reasons for not buying some/all haircare, December 2017
                                                                                  • Important Brand Attributes

                                                                                    • Ease is important
                                                                                      • Figure 43: Important attributes for a men’s haircare brand, December 2017
                                                                                    • Men care about cruelty
                                                                                      • Need for proof
                                                                                        • Important to recognise a brand
                                                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                            • Abbreviations
                                                                                              • Consumer research methodology
                                                                                                • Forecast methodology

                                                                                                Men's Haircare - UK - March 2018

                                                                                                US $2,552.20 (Excl.Tax)