The Report delves into the preferences and challenges faced by Indian consumers in the hair colourant market.
With a notable 40% of Indian adults colouring their hair, a significant portion prefers the convenience of at-home solutions. Despite the dominance of at-home colouring, many perceive salon treatments as superior due to professional expertise and tools. The report highlights the need for improved at-home kits that offer salon-like results and user-friendly applications.
Black continues to be the top hair colour choice among Indian users, primarily driven by the desire for complete grey coverage. Effortless grey coverage is their most critical need as they often face challenges such as difficulty matching natural hair shades, incomplete coverage, complicated application techniques and the frequent need for touch-ups.
Those hair colour users who are interested in colouring their hair in vibrant colours prefer salons for better results. Brands can empower this segment to colour at home by offering holistic solutions, such as safer formulations and can offer tutorials, to provide confidence in experimenting with bold shades at home.
This report looks at the following areas:
- Key trends seen in the hair colourants category in India
- Hair colour usage behaviours
- Identifying the hair colours users are interested in colouring their hair with
- Pain points of at-home hair colouring
- Behaviours and attitudes towards hair colouring
- Opportunities for enhancing at-home hair colouring experiences
Indians mostly colour their hair at home but seek salon-like outcomes. Whether colouring their in black or trendy shades, hair colour users prioritise convenience and safe formulations.
Tanya Rajani, Principal Analyst, Beauty & Personal Care, India
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EXECUTIVE SUMMARY
- Mintel’s perspective
- Key issues covered in this Report
- Overview
- The outlook for hair colourants in India
- Indians prefer to colour their hair at home but are dissatisfied with the outcomes
- Graph 1: pain points with at-home hair colouring, by users who agree that hair looks better when professionally coloured at a salon, 2024
- Effortless grey coverage is a primary ask among The Functionalists
- Graph 2: top five pain points with at-home hair colouring, by users interested in colouring their hair black, 2024
- Combine care and convenience for those exploring trendy hair colours
- Graph 3: pain points with at-home hair colouring, by users interested in colouring their hair in colours other than black, 2024
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KEY TRENDS
- What you need to know
- Grey coverage remains the primary functional benefit of hair colour products in India
- Covering grey hair is the primary motive behind hair colouring
- Graph 4: reasons for hair colouring, 2023
- India’s innovations target grey coverage
- Graph 5: hair colour launches with ‘grey’ as a keyword, 2015-24
- Brands are prioritising simpler solutions for achieving at-home grey coverage
- While covering grey remains a key focus, brands are striving to deliver more
- Vibrant hair colours make their way into the market
- Global trends drive aspirations for uniqueness
- Social media trends highlight growing interest in new shades and global trends
- Brands in India are embracing innovative colour trends
- Personal expression takes centre-stage in hair colouring motivations
- New-age brands encourage bold expression with minimal damage
- Salons play a central role in encouraging new hair colour trends
- Beauty startups are bringing home the salon experience
- Brands are prioritising care more than ever
- Concern over hair damage has long been a major barrier to hair colouring
- Hair colourants put the focus on hair health
- Global markets see the entrance of vegan and organic hair colourants
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WHAT CONSUMERS WANT AND WHY
- What you need to know
- Provide a professional-grade experience at home
- Indians largely prefer to colour their hair at home
- Graph 6: hair colour usage, 2024
- At-home hair colouring brings its own set of challenges
- Graph 7: pain points with at-home hair colouring, by users, 2024
- Indians perceive salon-coloured hair as superior
- Demographic profile of the Professional Hair Colour Enthusiasts
- This segment is not fully satisfied with the end results of at-home usage
- Graph 8: pain points with at-home hair colouring, by users who agree that hair looks better when professionally coloured at a salon, 2024
- Longevity of hair colours is a key issue
- Graph 9: pain points with at-home hair colouring, by users who agree that hair looks better when professionally coloured at a salon, 2024
- Enhance colour longevity with protective care solutions
- Redefine post-colour care to maintain colour
- Consumers struggle to replicate salon-like precision at home
- Graph 10: pain points with at-home hair colouring, by users who agree that hair looks better when professionally coloured at a salon, 2024
- Shade selection at home is a challenge
- Graph 11: attitudes towards hair colouring, by users who agree that hair looks better when professionally coloured at a salon, 2024
- Empower at-home users with salon-grade tools and guidance
- Leverage technology to bridge the decision gap
- Staining intensifies the frustrations of at-home hair colouring
- Graph 12: pain points with at-home hair colouring, by users who agree that hair looks better when professionally coloured at a salon, 2024
- Address staining concerns with protective pre-colour solutions
- Professional Hair Colour Enthusiasts associate at-home hair colouring with hair damage
- Graph 13: pain points with at-home hair colouring, by users who agree that hair looks better when professionally coloured at a salon, 2024
- Protective benefits in hair colourant patents
- Focus on nourishing formulations that prevent dryness and frizziness
- Embrace scalp care within hair colourants
- Offer post-colouring benefits to stand out in the scalp care category
- The relaxation and indulgence of salons is missing in the at-home experience
- Appeal to emotionally driven users by positioning hair colouring as part of a holistic self-care ritual
- Focus on effortless grey coverage at home
- Black remains the top choice among Indian hair colour users
- Graph 14: usage and interest in using different hair colours, by hair colour users, 2024
- Black hair colour remains a strong trend in India
- Graph 15: hair colourant launches with ‘black’* in product description, 2020-24
- Case study: Garnier’s approach to ‘personalised black’ shades
- Who are the Functionalists?
- Full grey coverage is a top priority
- Case study: Cuticolor communicates complete grey coverage and scalp protection
- Staining remains a significant concern for the Functionalists
- Graph 16: pain points with at-home hair colouring, by users interested in colouring their hair black, 2024
- Focus on non-drip formulations and stain-removing add-ons
- At-home hair colouring takes time and effort
- Graph 17: top five pain points with at-home hair colouring, by users interested in colouring their hair black, 2024
- Time-saving claims have seen a steep increase, while ease of use has stagnated
- Graph 18: hair colour launches by select convenience claims, 2020-24
- Case study: CavinKare’s Indica highlights its quick and easy solution for covering greys at home
- Offer format innovations for easy grey coverage
- Packaging innovations with tools/applicators make touch-ups easier
- Simplifying hair colour application with tech
- Empower Hair Colour Enthusiasts with creative, holistic solutions
- City-tier preferences reveal evolving experimentation trends
- Graph 19: interest in different hair colours, by city tiers, 2024
- Who are the Hair Colour Enthusiasts?
- Enthusiasts embrace vibrant hair colours to stay trendy and fashionable
- Graph 20: interest in different hair colours, by users interested in colouring their hair in colours other than black, 2024
- Salons are desired for better results
- Graph 21: location of hair colouring, by users interested in colouring their hair in colours other than black, 2024
- At-home precision and creativity is a challenge among Hair Colour Enthusiasts
- Graph 22: pain points with at-home hair colouring, by users interested in colouring their hair in colours other than black, 2024
- Curb the shift to salons with easy-to-use options that deliver desired outcomes
- Shade matching is complicated to achieve
- Graph 23: pain points with hair colouring, by users interested in colouring their hair in colours other than black, 2024
- Case study: eSalon positions itself as a personalised salon alternative
- Haircare support matters for those exploring vibrant, unique shades
- Graph 24: attitudes towards hair colouring, by the Hair Colour Enthusiasts, 2024
- Growing focus on care will expand the bounds of hair colour
- Offer at-home treatments for pre and post colouring to nourish and protect hair from damage
- Blend care and protection claims with hair colours
- Incorporating haircare features can be a selling point for hair colourants
- Shield the hair from bleach
- Unpleasant odours amplify concerns of hair damage
- Graph 25: pain points with at-home hair colouring, by users who are interested in colouring their hair in colours other than black, 2024
- Incorporate fragrances for assist in mood boosting
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APPENDIX
- Consumer survey methodology
- Social data research methodology
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