UK Hair Colourants Market Report 2023
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“The income squeeze is limiting consumers’ ability to make use of professional colour services, benefitting the at-home hair colourants category. Brands can respond with products that blur the line between at-home and professional treatments to appeal to those trading down from salon services. Meanwhile, the category risks budget-conscious consumers dropping out of hair colouring altogether. This means it will be important to prove the value of hair colourants with added hair benefits, long-lasting results and touch-up products that prolong the time between all-over colour to dissuade disengagement.”
– Georgia Stafford, Research Analyst, January 2023
Key issues covered in this Report:
- The impact of salons re-opening on the at-home hair colourant market
- The current and future impact of the income squeeze on hair colourant sales
- Usage of at-home and professional hair colourants treatments
- Where consumers shop for at-home hair colourants, and the drivers/barriers to shopping online
- How brands can increase the relevance of at-home hair colourants to more consumers when buying and saving money on at-home hair colourants
Collapse All
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Overview
- Key issues covered in this Report
- Products covered in this Report
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Executive Summary
- The five-year outlook for hair colourants
- Figure 1: Category outlook for home hair colourants, 2023-27
- The market
- Prove value with time saving claims
- Figure 2: Market size for home hair colourant products, 2017-27
- Take cues from haircare to extend the relevance of colourants
- Take the opportunity to premiumise
- Companies and brands
- Help consumers find value in touch-up products
- Figure 3: UK retail value sales of home hair colourants, by brand, 2022
- Simplify salon services
- Figure 4: New Product development in the home hair colourants category, by launch type, 2019-22
- The consumer
- Resonate with a trend-led mindset
- Figure 5: Usage of at-home hair colourant products, 2022
- Blur the line between professional and at-home products
- Figure 6: Usage of professional hair colour services, 2022
- Innovate in men’s products
- Figure 7: Channels used to purchase at-home hair colourant products, 2022
- Boost convenience offerings with subscriptions
- Figure 8: Reasons for purchasing at-home hair colourant products online, 2022
- Upgrade try-on technology to drive online purchase
- Figure 9: Barriers to purchasing at-home hair colourants online, 2022
- Innovation in tools will offer convenience and drive spend
- Figure 10: Interest in at-home hair colourant product innovation, 2022
- Help consumers express themselves
- Figure 11: Attitudes towards hair colourants, 2022
- Consider the environmental impact of formulas
- Figure 12: At-home hair colourant purchase behaviours, 2022
- The five-year outlook for hair colourants
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Issues and Insights
- Prove value by bringing home professional results
- Blur hair care and colour to boost consumer engagement
- Increase accessibility
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Market Size and Performance
- Prove value with time saving claims
- Figure 13: Market size for home hair colourants, 2017-22
- Increase spending amongst users who take a hybrid approach to hair colouring
- Assert value to stop consumers dropping out of the category
- Prove value with time saving claims
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Market Forecast
- The five-year outlook for hair colourants
- Figure 14: Category outlook for home hair colourants, 2023-27
- The impact of the cost of living crisis will be polarised
- Figure 15: Market forecast for home hair colourants, 2017-27
- Figure 16: Market forecast for home hair colourants, 2022-27
- Take cues from haircare to extend the relevance of colourants
- Learnings from the last income squeeze
- Figure 17: Retail value sales of home hair colourant products, 2009-14
- Forecast methodology
- The five-year outlook for hair colourants
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Market Segmentation
- Permanence promises value
- Figure 18: Retail value sales of home hair colourants, by segment, 2020-22
- Instil confidence in consumers
- Temporary colour provides a moment of fun
- Permanence promises value
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Channels to Market
- Go beyond convenience to stay on top
- Figure 19: Retail value sales of home hair colourants, by channel, 2020-22
- Create excitement at discounters
- Experimentation leads others to grow
- Go beyond convenience to stay on top
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Market Drivers
- Consumers’ financial wellbeing has fallen from the highs of 2021…
- Figure 20: Household financial wellbeing index, 2016-22
- …and most people are feeling the effects of price rises
- Bring older consumers into the category
- Figure 21: Trends in the age structure of the UK population, 2016-26
- Cater to consumers looking to save money
- Observe skincare trends
- Engage with social media trends
- Figure 22: Social media platforms used in the last three months, 2022
- Demand for natural options is unmet
- Figure 23: Usage of natural/organic beauty and personal care products, 2022
- Innovate in male-specific products
- Consumers’ financial wellbeing has fallen from the highs of 2021…
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Market Share
- Propose convenience to men
- Figure 24: UK retail value sales of home hair colourants, by brand, 2021-22
- Keep pace with hair colour trends
- Help consumers find value in touch-up products
- Promote consumer trust
- Propose convenience to men
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Launch Activity and Innovation
- Simplify salon services
- Figure 25: New product development in the home hair colourants category, by launch type, 2019-22
- Figure 26: Examples of home hair colourant bleach kit launches, 2022
- Youthful innovation holds possibility in the category
- Figure 27: Examples of temporary home hair colourant launches, 2022
- Convenience adds value
- Figure 28: Top 10 claims in the home hair colourants category (based on leading claims in 2022), 2020-22
- Figure 29: Example of home hair colourant launches carrying time/speed or ease of use claims, 2022
- Meet the ethical expectations
- Figure 30: Examples of home hair colourant launches carrying ethical claims, 2022
- Explore alternative formats
- Figure 31: New product development in the home hair colourants category, by ultimate company, January-November 2022
- Figure 32: Examples of refillable home hair colourant launches, 2022
- Simplify salon services
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Advertising and Marketing Activity
- Diversify celebrity ambassadors
- Figure 33: Total above-the line, online display and direct mail advertising expenditure on home hair colourants, 2019-22
- Present hair colour as a method of self-expression
- Figure 34: Total above-the-line, online display and direct mail advertising expenditure on home hair colourants, by advertiser, 2022
- Explore natural ingredients
- Nielsen Ad Intel coverage
- Diversify celebrity ambassadors
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Brand Research
- Brand map
- Figure 35: Attitudes towards and usage of selected brands, 2022
- Key brand metrics
- Figure 36: Key metrics for selected brands, 2022
- Brand attitudes: Clairol Nice’n Easy is trusted
- Figure 37: Attitudes, by brand, 2022
- Brand personality: Shrine is perceived as fun
- Figure 38: Brand personality – Macro image, 2022
- Just for Men is seen as an expert brand
- Figure 39: Brand personality – Micro image, 2022
- Brand analysis
- Just For Men
- Clairol Nice’n Easy
- Bleach London
- Shrine
- Boots Perfect Colour
- Brand map
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Use of Hair Colourants
- Hair colourant use is falling
- Figure 40: Usage of at-home hair colourant products, by 2022, 2020-22
- Replicate the salon experience
- Improve satisfaction by linking hair health to hair colour appearance
- Encourage experimentation
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- Figure 41: Repertoire of at-home hair colourant products used, by generation, 2022
- Resonate with a trend-led mindset
- Figure 42: Usage of at-home hair colourant products, by gender and generation, 2022
- Hair colourant use is falling
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Use of Professional Hair Colour Services
- Blur the line between professional and at-home products
- Figure 43: Usage of professional hair colour services, 2022
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- Figure 44: Usage of professional hair colouring services, by gender and generation, 2022
- Embrace hybrid colouring behaviours
- Figure 45: Usage of professional hair colour services, by usage of at-home hair colourant products, 2022
- Blur the line between professional and at-home products
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Channels Used to Purchase At-Home Hair Colourant Products
- Innovate in men’s products
- Figure 46: Channel used to purchase at-home hair colourant products, 2022
- Innovate in men’s products
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Reasons for Purchasing At-Home Hair Colourant Products Online
- Boost convenience offerings with subscriptions
- Figure 47: Reasons for purchasing at-home hair colourant products online, 2022
- Streamline the purchase process
- Incentivise online shoppers
- User created content will create a clearer picture
- Boost convenience offerings with subscriptions
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Barriers to Purchasing At-Home Hair Colourant Products Online
- Upgrade from clunky try-ons
- Figure 48: Barriers to purchasing at-home hair colourants online, 2022
- Mirror the in-store experience…
- …and lean into what consumers already enjoy
- Upgrade from clunky try-ons
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Interest in At-Home Hair Colourant Product Innovation
- Innovation in tools will offer convenience and drive spend
- Figure 49: Interest in at-home hair colourant product innovation, 2022
- Respond to eco demands with ingredient transparency
- Extend the brand to prove expertise, value and longevity
- Contribute to the conversation around hair loss
- Product performance is key
- Figure 50: TURF analysis of interest in at-home hair colourant product innovation, 2022
- Methodology
- Figure 51: Table – TURF Analysis – Hair Colourants, October 2022
- Innovation in tools will offer convenience and drive spend
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Attitudes Towards Hair Colourants
- Help consumers express themselves
- Figure 52: Attitudes towards hair colourants, 2022
- Use budget mentalities to encourage trading up
- Take cues from haircare
- Provide consumers on a quest for information
- Create a more inclusive narrative around hair colourants
- Break down gender barriers to boost usage
- Figure 53: Agreement that it is more acceptable for women to colour their grey hair than men, by age and gender, 2022
- Help consumers express themselves
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At-Home Hair Colourant Purchase Behaviours
- Consider the environmental impact of formulas
- Figure 54: At-home hair colourant purchase behaviours, 2022
- Prove the value of top-up products
- Boost professional credentials with personalisation
- Consider the environmental impact of formulas
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Appendix – Data Sources, Abbreviations and Supporting Information
- Abbreviations
- Consumer research methodology
- TURF analysis methodology
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Appendix – Market Size and Forecast Market forecast and prediction intervals
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- Figure 55: Market forecast for home hair colourant products, 2022-27
- Market drivers and assumptions
- Forecast methodology
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