2022
9
UK Hair Colourants Market Report 2022
2022-01-29T03:11:22+00:00
OX1101297
2195
147509
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Report
en_GB
“While hair colourants saw a significant boost in value in 2020, the full reopening of salons saw many switch back to old colouring habits, leaving the category in significant decline…

UK Hair Colourants Market Report 2022

£ 2,195 (Excl.Tax)

Description

The UK Hair Colourants report identifies consumer attitudes towards usage and purchase of at-home hair colourants, innovations, and barriers to usage in the UK. This market report covers the hair colourants market size, market forecast, market segmentation and industry trends for the UK Hair Colourants market in the UK.

Current Market Landscape

The pandemic drove a short-term boom in value in hair colourants in 2020, however, 2021 saw value decline of 9% to £342.9 million. This suggests that while many turned to at-home hair colourant products during the peak of the pandemic and salon closures, once salons fully reopened many went back to their usual colouring habits.

  • 2021 saw a decline of 9% in the hair colourants category, to £342.9 million.
  • 49% buyers of at-home hair colourants decided on the last product they purchased as it was a brand/product they’d used before, with this rising to 58% amongst women.
  • 35% of buyers of at-home hair colourants are interested in natural/organic products

The full reopening of salons saw many shift back to their old colouring habits in 2021. The category is not expected to see the same level of growth seen in 2020 again, however, consumers could be encouraged to use the skills gained during the pandemic, and have more of a hybrid approach to colouring.

Future Market Trends in Hair Colourants 

A threat to the category is that usage of hair colourants has remained broadly flat, indicating that the category is struggling to attract new users, particularly as many return to old habits, such as visiting the salon or having in-home professional colour treatments.

BPC categories have tapped into alignment with the food sector, boosting natural claims. For example, skincare and haircare products often call out incorporation of health-led ingredients such as avocado or coconut. Hair colourants can seek inspiration from this, and incorporate natural colourants such as carrot, lemon or beetroot to boost natural claims.

Read on to discover more details or take a look at all of our UK Beauty and Personal Care market research.

Quickly understand

  • The impact of COVID-19 on at-home hair colourants.
  • New product development and innovation opportunities.
  • Usage and purchase of at-home hair colourants during the last 12 months.
  • Barriers to usage of at-home hair colourants during the last 12 months.
  • Interest in innovation of at-home hair colourants.

Covered in this report

Brands: Clairol Nice’n Easy, Garnier (Garnier Nutrisse, Garnier Olia), Schwarzkopf (Schwarzkopf Live Colour), L’Oreal (L’Oreal Excellence, L’Oreal Casting, L’Oreal Magic Retouch, L’Oreal Recital), Touch For Men, Jerome Russell, Wella Professionals, Lime Crime, Umberto Giannini, Josh Wood, Good Dye Young, Henkel, Coty, Bumble and bumble, Superdrug Colour Radiance.

Expert analysis from a specialist in the field

This report, written by Maddie Malone, a leading analyst in the Beauty and Personal Care sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

While hair colourants saw a significant boost in value in 2020, the full reopening of salons saw many switch back to old colouring habits, leaving the category in significant decline in 2021, and forecast to reach pre-pandemic levels by 2022. In order to offset a return to normal habits, consumers can be encouraged to take a more hybrid approach to their colouring habits, and at-home hair colourants can be better positioned as a solution to lengthen the time between salon visits. With worries around hair and scalp health being a barrier to some non-users, as well as an area of interest for users, NPD in formulations focusing on hair health can drive engagement. Brands can look at scalp health, personalisation by hair type as well as colour as well as hair-strengthening benefits.

Maddie Malone
Beauty and Personal Care Analyst

Table of Contents

  1. Overview

      • Key issues covered in this Report
        • COVID-19: market context
          • Economic and other assumptions
            • Products covered in this Report
            • Executive Summary

                • Impact of COVID-19 on hair colourants
                  • Figure 1: Short-, medium- and long-term impact of COVID-19 on hair colourants, 2021
                • The market
                  • The short-term boom is outlived
                    • Figure 2: Retail value sales and forecast of home hair colourant products, 2016-26
                  • Temporary products lose value in 2021
                    • Figure 3: Retail value sales of mass-market hair colourant products, by segment, 2021
                  • Companies and brands
                    • NPD helps Garnier Nutrisse perform well
                      • Figure 4: UK retail value sales of at-home hair colourants, by brand, 2021
                    • Plant-based colour can offer newness to the category
                      • Figure 5: New product development in the home hair colourants category, by launch type, 2018-21
                    • Advertising focuses on self-expression
                      • The consumer
                        • Usage is flat as habits go back to ‘normal’
                          • Figure 6: Usage of at-home hair colourant products, by format, 2019-21
                        • Tackle the colour barrier
                          • Figure 7: Barriers to using at-home hair colourants, 2021
                        • Replicate in-store shopping to drive online trial
                          • Figure 8: Place of purchase for at-home hair colourant products, 2020 and 2021
                        • Supermarkets can widen their ranges
                          • Figure 9: Place of purchase for at-home hair colourant products, 2021
                        • Reward loyalty with subscription services
                          • Figure 10: Reasons for purchasing at-home hair colourants, 2021
                        • Innovate in hair colourant NPD that offers additional benefits
                          • Figure 11: Interest in at-home hair colourant innovations, 2021
                      • Issues and Insights

                        • Tackle barriers to attract new users
                          • Limited new product launches signal opportunity
                            • Online-only operators can innovate to compete with the store
                            • Market Size and Performance

                              • COVID-19 drives DIY behaviours in the short term
                                • Figure 12: Short-, medium- and long-term impact of COVID-19 on hair colourants, 2021
                              • Salon reopening leads to value decline in hair colourants
                                • Figure 13: Retail value sales of home hair colourant products, 2016-26
                              • Pre-pandemic challenges will return
                                • Figure 14: Retail value sales of home hair colourant products, 2016-26
                            • Market Forecast

                              • Short-term boost is over
                                • Figure 15: Retail value sales and forecast for hair colourant products, 2016-26
                              • Market drivers and assumptions
                                  • Figure 16: Key drivers affecting Mintel’s market forecast, 2017-26
                                • Forecast methodology
                                • Market Segmentation

                                  • Salon reopening impacts all segments, but not equally
                                    • Figure 17: Retail value sales of mass-market hair colourant products, by segment, 2019-21
                                  • Temporary colour faces particular challenges
                                  • Channels to Market

                                    • Convenience continues to drive channel preferences
                                      • Figure 18: Retail value share of at-home hair colourant value sales, 2019-21
                                    • Discounters can tap into value-based perceptions
                                      • Limited NPD hinders H&B retailers
                                      • Market Drivers

                                        • Mini economic boom will be short-lived
                                          • Figure 19: Key economic data, 2020-26
                                        • Rising inflation causes concern for those struggling
                                          • Figure 20: Consumer concerns over cost-of-living changes, 2021
                                        • Omicron variant renews COVID-19 safety concerns
                                          • Talk to teens through TikTok
                                            • Figure 21: UK population estimates and projections, 2015-25
                                          • Demand for natural alternatives in hair colourants
                                            • Figure 22: Types of BPC products typically purchased, by category, 2020
                                          • Ethical priorities are front of mind in BPC
                                            • Figure 23: Behaviours when buying beauty/grooming products in the last 12 months, 2021
                                        • Market Share

                                          • Garnier Nutrisse demonstrates resilience
                                            • Figure 24: UK retail value sales of at-home hair colourants, by brand, 2020 and 2021
                                          • Just For Men boosted by target audience
                                          • Launch Activity and Innovation

                                            • Range extension dominates NPD in 2021
                                              • Figure 25: New product development in the home hair colourants category, by launch type, 2018-21
                                            • Proportion of new products dips
                                              • Figure 26: Wella Professionals Illumina Color Cool, Permanent Creme Colour, 2021
                                            • Vegan claims see a surge in 2021
                                              • Figure 27: Top 10 claims in the home hair colourants category (based on leading claims in 2021), 2019-21
                                              • Figure 28: Examples of NPD in vegan hair colourants, 2021
                                            • Innovate with food-based ingredients
                                              • Figure 29: Examples of NPD in hair colourants that contain food-based ingredients, 2021
                                            • Good Dye Young launches in the UK
                                              • Figure 30: New product development in the home hair colourants category, by ultimate company, 2021
                                              • Figure 31: Good Dye Young, 2021
                                          • Advertising and Marketing Activity

                                            • Digital sees a dip whilst TV continues to dominate spend
                                              • Figure 32: Total above-the-line, online display and direct mail advertising expenditure on hair colourants, by media type, 2019-21
                                            • Brands celebrate diversity and self-expression
                                              • Figure 33: YOU by sally campaign, 2021
                                              • Figure 34: Schwarzkopf LIVE Generation Colour campaign, 2021
                                            • Leading companies dominate spend
                                              • Figure 35: Total above-the-line, online display and direct mail advertising expenditure on hair colourants, by advertisers, 2021
                                            • Nielsen Ad Intel coverage
                                            • Brand Research

                                                • Brand map
                                                  • Figure 36: Attitudes towards and usage of selected brands, 2021
                                                • Key brand metrics
                                                  • Figure 37: Key metrics for selected brands, 2021
                                                • Wella benefits from high levels of trust
                                                  • Figure 38: Attitudes, by brand, 2021
                                                • Schwarzkopf color ULTÎME® boosted by ethical perceptions
                                                  • Figure 39: Brand personality – macro image, 2021
                                                • L’Oréal Excellence benefits from expert associations
                                                  • Figure 40: Brand personality – micro image, 2021
                                                • Brand analysis
                                                  • L’Oréal Excellence stands out as expert
                                                    • Wella benefits from high awareness
                                                      • Bumble and bumble is viewed as worth paying more for
                                                        • Schwarzkopf color ULTÎME® is perceived as ethical
                                                          • Superdrug Colour Radiance offers value
                                                          • Hair Colourant Usage

                                                            • Usage is flat as habits go back to ‘normal’
                                                              • Figure 41: Usage of at-home hair colourant products, by format, 2019-21
                                                            • Target over-55s with multifunctional colourants
                                                            • Barriers to Usage of Hair Colourants

                                                              • Tackle colour barriers
                                                                • Figure 42: Barriers to using at-home hair colourants, 2021
                                                              • Go beyond professional quality messaging
                                                                • Innovate in scalp health colourants
                                                                  • Ease application concerns for the 16-24s
                                                                  • Purchase of Hair Colourants

                                                                    • The store maintains importance
                                                                      • Figure 43: Place of purchase for at-home hair colourant products, 2020 and 2021
                                                                    • Supermarkets are the leading channel in hair colourant purchases
                                                                      • Figure 44: Place of purchase for at-home hair colourant products, 2021
                                                                    • Health & beauty retailers focus on application support
                                                                      • Department stores remain attractive to the 16-34s
                                                                      • Hair Colourant Purchase Behaviours

                                                                        • Reward loyalty with subscription services
                                                                          • Figure 45: Reasons for purchasing at-home hair colourants, 2021
                                                                        • Support men seeking guidance in hair colourants
                                                                          • Figure 46: Reasons for purchasing at-home hair colourants, by gender, 2021
                                                                        • Social media tutorials are influential
                                                                          • Virtual tools are key to path to purchase
                                                                            • Figure 47: Amazon Salon, AR-led colourant trial, 2021
                                                                        • Interest in Hair Colourant Innovation

                                                                          • Incorporate strengthening ingredients into NPD
                                                                            • Figure 48: Interest in at-home hair colourant innovations, 2021
                                                                          • Align with food to boost natural claims
                                                                            • Figure 49: Schwarzkopf, Simply Color Permanent Color, 2020
                                                                          • Offer personalisation to reassure users
                                                                            • Figure 50: Shrine drop it hair colourant, 2021
                                                                          • Eco-friendly concerns persist in hair colourants
                                                                            • Target women for premiumisation
                                                                              • Figure 51: Interest in at-home hair colourant innovations, by gender, 2021
                                                                            • Tap into scalp health concerns
                                                                            • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                • Abbreviations
                                                                                  • Consumer research methodology
                                                                                  • Appendix – Central Forecast Methodology

                                                                                    • Market forecast and prediction intervals
                                                                                      • Figure 52: Retail value sales of home hair colourant products, 2016-26
                                                                                    • Market drivers and assumptions
                                                                                      • Figure 53: Key drivers affecting Mintel’s market forecast, 2017-26
                                                                                    • Forecast methodology

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