2021
9
UK Women’s Haircare Market Report 2021
2021-05-05T04:08:20+01:00
OX1045243
2995
137574
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Report
en_GB
“Women’s haircare/styling routines were relaxing even before the pandemic, however, stay-at-home measures have significantly impacted usage behaviours, with a shift in routines set to remain. Styling has seen the greatest…

UK Women’s Haircare Market Report 2021

$ 2,995 (Excl.Tax)

Report Summary

Providing the most comprehensive and up-to-date information and analysis of the UK Women’s Haircare market, including the behaviours, preferences and habits of the consumer.

The COVID-19 pandemic has caused a major shift in the way consumers buy and use haircare and hair styling products. The women’s haircare market had maintained its market size over the last few years thanks to day-to-day beauty and haircare routines, but the impacted usage from the pandemic saw the market decline in value by 8% in 2020.

30% of female shampoo users have reported using shampoo less frequently since the start of the pandemic. The closing of many social spaces and non-essential businesses, as well as the continued trend towards working from home, reduces the need to keep up appearances. This relaxed attitude towards beauty routines means that brands will have to offer more than just appearance benefits to help drive usage and help the market recover.

As the pandemic ends and restrictions lift, there will be a strong return to socialisation. However, innovation may be needed to help meet new relaxed beauty demands. 47% of users say products based on specific hair density is a top five interest area for them, while 53% show interest in sustainably sourced ingredients.

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

Quickly understand

  • Impact of COVID-19 on women’s haircare routines.
  • Usage frequency of women’s haircare and styling products in the last 12 months.
  • Interest in types of personalisation when it comes to haircare/styling products.
  • Interest in innovation areas when it comes to haircare/styling products.
  • Purchase behaviours of haircare/styling products in the last 12 months.

Covered in this report

Brands: Head & Shoulders, Elvive, TRESemmé, Pantene, Herbal Essences, Batiste, Aussie, John Freida, OGX, Ultimate Blends, Alberto Balsam, Silvikrin, VO5, Got2b, Shockwaves, Cantu, Studio Line, M2Beauté, The Body Shop, Sunday Riley, Aveeno, The Inkey, Undone, Bread, weDo, Pureology, Proctor & Gamble, L’oréal, Henkel, Estée Lauder, Johnson & Johnson, Kao, Herbal Essences, Wild Science, Ben & Anna, Garnier Unilever, Dr. Kurt Wolff, Church & Dwight, Boots, Schwarzkopf, Dove, own-label.

Expert analysis from a specialist in the field

Written by Roshida Khanom, a leading analyst in the Beauty and Personal Care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Women’s haircare/styling routines were relaxing even before the pandemic, however, stay-at-home measures have significantly impacted usage behaviours, with a shift in routines set to remain. Styling has seen the greatest setback, however, across all segments brands that have maintained marketing activity and innovated in areas of interest to the consumer have fared well. Women show particular interest in personalisation by hair density, suggesting that brands can get more granular about the level of personalisation they can deliver – be it via npd or expert advice. Sustainability also remains an area of interest, even though solid shampoo/ conditioner hasn’t seen significant uptake in 2020, suggesting that retailers can do more to make sustainable options more widely available.

Roshida Khanom
Category Director BPC

Table of Contents

  1. Overview

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

    • Impact of COVID-19 on women’s haircare
      • Figure 1: Short, medium and long-term impact of COVID-19 on women’s haircare, 8 April 2021
    • The market
    • Haircare sees significant impact in 2020
      • Figure 2: UK retail value sales forecast of women’s haircare, 2015-25 (prepared on 8 April 2021)
    • Online buying sees significant boost
    • Companies and brands
    • Shampoo brands innovate to remain relevant
      • Figure 3: UK retail value sales of women’s mass-market shampoo, by brand, 2020
    • Communication benefits P&G conditioners
      • Figure 4: UK retail value sales of women’s mass-market conditioner, by brand, 2020
    • Styling brands suffer value loss
      • Figure 5: UK retail value sales of women’s mass-market styling products, by brand, 2020
    • The consumer
    • Promote haircare for relaxation to drive engagement
      • Figure 6: Changes in women’s haircare routines, December 2020
    • Make solid shampoo/conditioner more widely available
      • Figure 7: Usage frequency of haircare products compared with a year ago, December 2020
    • Give consumers style with care
      • Figure 8: Usage frequency of hairstyling products compared with a year ago, December 2020
    • Make personalisation meaningful
      • Figure 9: Interest in personalisation in haircare, December 2020
    • Look to protective claims in care and styling
      • Figure 10: Interest in haircare innovation, December 2020
    • Elevate the online experience for new shoppers
      • Figure 11: Purchase of haircare products, December 2020
    • Savvy shopping has been strengthened
      • Figure 12: Changes in haircare/styling product buying behaviours in the last 12 months, December 2020
  3. Issues and Insights

    • COVID-19 questions the need for styling
    • Brand communication is essential for engagement
    • Offer variety in more sustainable options
  4. The Market – Key Takeaways

    • COVID-19 significantly impacts styling segment
    • Buying behaviours have shifted
    • Savvy shopping behaviours will resume
  5. Market Size and Forecast

    • COVID-19 shifts haircare habits
      • Figure 13: Short, medium and long-term impact of COVID-19 on women’s haircare, 8 April 2021
    • Haircare sees significant decline in 2020
      • Figure 14: UK retail sales of women’s haircare, 2015-25 (prepared on 8 April 2021)
    • Some recovery expected in 2021
      • Figure 15: UK retail value sales forecast of women’s haircare, 2015-25 (prepared on 8 April 2021)
    • Market drivers and assumptions
      • Figure 16: Key drivers affecting Mintel’s women’s haircare market forecast, 2016-25 (prepared on 9 April 2021)
    • Women’s haircare surged in value during the last recession
      • Figure 17: Retail value sales of women’s haircare, 2010-20
    • Forecast methodology
  6. Market Segmentation

    • Mass and prestige both decline in 2020
      • Figure 18: UK retail value sales of the women’s haircare category, prestige vs mass, 2019 and 2020
    • Styling suffers significant losses
      • Figure 19: UK retail value sales of the women’s mass-market haircare category, by product type, 2019 and 2020
    • Care over appearance
  7. Channels to Market

    • Grocery multiples benefit from lockdowns
      • Figure 20: UK retail value sales of women’s haircare products, by retail channel, 2019 and 2020
    • Online shopping boosts online pureplayers
  8. Market Drivers

    • Brexit poses administrative issues for brands
    • Consumer confidence is returning
      • Figure 21: Trends in consumer sentiment for the coming year, January 2020-February 2021
    • Population of teens set to rise
      • Figure 22: Trends in the female age structure of the UK population, 2015-25
    • Washing opportunities drive the need for wellbeing
    • Damage concern is high
  9. Companies and Brands – Key Takeaways

    • Haircare borrows from skincare in 2020
    • Connecting with consumers has helped brands stay afloat
    • Brands recognise the natural hair community
    • Sustainability continues to be important
  10. Market Share

    • NPD helps shampoo brands in 2020
      • Figure 23: UK retail value sales of women’s mass-market shampoo, by brand, 2019 and 2020
    • P&G brands fare well in the conditioner segment
      • Figure 24: UK retail value sales of women’s mass-market conditioner, by brand, 2019 and 2020
    • Cantu is the only brand to see gains in styling
      • Figure 25: UK retail value sales of women’s mass-market styling products, by brand, 2019 and 2020
  11. Launch Activity and Innovation

    • Hair and scalp serums borrow from skincare
      • Figure 26: New product development in the women’s haircare category, by sub-category, January 2017-February 2021
      • Figure 27: Examples of hair treatments, 2020-21
    • 2020: the year of affordable haircare
      • Figure 28: Examples of new haircare brands, 2020-21
    • New brands focus on specific consumer groups
      • Figure 29: New product development in the women’s haircare category, by launch type, January 2017-February 2021
      • Figure 30: Examples of new haircare brands targeting specific consumer groups, 2020
    • Sustainability takes centre stage in 2020
      • Figure 31: New product development in the women’s haircare category, by ultimate companies and others, 2020
      • Figure 32: Examples of NPD by L’Oréal in women’s haircare focusing on sustainability, 2020
      • Figure 33: Examples of NPD by Procter & Gamble in women’s haircare focusing on sustainability, 2020
    • Environmentally friendly claims see a rise
      • Figure 34: Wild Science Lab, 2020
      • Figure 35: Fastest-growing claims in the women’s haircare category, 2019-20
    • Solid shampoo trend continues…
      • Figure 36: Examples of solid shampoos, 2020-21
    • …from packaging to ingredients
    • Protective claims
  12. Advertising and Marketing Activity

    • TV advertising continues to take the lion’s share
      • Figure 37: Recorded above-the-line, online display and direct mail advertising expenditure on women’s haircare, by media type, 2017-20
    • Leading manufacturers promote inclusivity
      • Figure 38: Recorded above-the-line, online display and direct mail advertising expenditure on women’s haircare, by top advertisers and others, 2020
    • Sustainability initiatives continue to be important
    • Nielsen Ad Intel coverage
  13. Brand Research

    • Brand map
      • Figure 39: Attitudes towards and usage of selected brands, March 2021
    • Key brand metrics
      • Figure 40: Key metrics for selected brands, March 2021
    • Brand attitudes: John Frieda’s salon heritage makes it high quality
      • Figure 41: Attitudes, by brand, March 2021
    • Brand personality: Cantu scores well for being ethical
      • Figure 42: Brand personality – Macro image, March 2021
    • Masstige brands are considered indulgent
      • Figure 43: Brand personality – Micro image, March 2021
    • Brand analysis
    • Dove scores well for being ethical
      • Figure 44: User profile of Dove, March 2021
    • Batiste is considered fun
      • Figure 45: User profile of Batiste, March 2021
    • OGX appeals to young women
      • Figure 46: User profile of OGX, March 2021
    • John Frieda is glamorous
      • Figure 47: User profile of John Frieda, March 2021
    • TRESemmé is a brand consumers are proud to be associated with
      • Figure 48: User profile of TRESemmé, March 2021
    • Schwarzkopf Got2b is youthful
      • Figure 49: User profile of Schwarzkopf Got2b, March 2021
    • Cantu is considered expert
      • Figure 50: User profile of Cantu, March 2021
  14. The Consumer – Key Takeaways

    • Vaccine renews hope in 2021
    • Personalisation can add value
    • Tapping into sustainability concerns can drive spend
  15. Impact of COVID-19 on the BPC Consumer

    • Vaccine renews hope in 2021…
      • Figure 51: Worry and extreme worry about the rise of being exposed to COVID-19, 28 February 2020-26 March 2021
    • …but spend on BPC remains muted
      • Figure 52: Women’s spend on BPC compared with before COVID-19, 19-26 March 2021
    • The shift to online calls for improved accessibility
      • Figure 53: Changes in online beauty/grooming purchases since the start of the COVID-19/coronavirus outbreak amongst women, June 2020
    • Lockdown impacts haircare habits
      • Figure 54: Changes in women’s haircare routines, December 2020
  16. Haircare Usage

    • Usage penetration sees little change
      • Figure 55: Usage frequency of haircare products compared with a year ago, December 2020
    • Shampoo habits shift in young women
      • Figure 56: Net usage of liquid and dry/no-rinse shampoo amongst women aged 16-24, December 2020
    • It’s all about caring
    • Sustainability concerns haven’t impacted use of solids
  17. Hairstyling Usage

    • Users drop out of styling
      • Figure 57: Usage frequency of hairstyling products compared with a year ago, December 2020
    • Blur styling with care to drive usage
  18. Interest in Personalisation

    • Focus on hair needs
      • Figure 58: Interest in personalisation in haircare, December 2020
    • Variation in hair calls for variation in haircare
    • Consumers know their concerns
    • Innovate by age for over-55s
      • Figure 59: Interest in personalisation based on age in haircare, by age, December 2020
    • Packaging and scent are lower drivers
    • Innovate by lifestage for a niche audience
  19. Interest in Innovation

    • Care + colour remains an area of interest
      • Figure 60: Interest in haircare innovation, December 2020
    • Drive sustainability at the ingredient level
    • Use of refills remains niche
    • Protect against the environment
    • Opportunities for hair sanitisers
    • Scalp microbiome attracts interest
  20. Haircare Buying Behaviours

    • Online sees greater engagement
      • Figure 61: Purchase of haircare products, December 2020
    • Online retailers benefit in 2020
      • Figure 62: Changes in haircare/styling product buying behaviours in the last 12 months, December 2020
    • Savvy shopping behaviours have been strengthened
    • Brand loyalty remains high
  21. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
  22. Appendix – Market Size and Forecast

    • Forecast methodology

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