2023
9
UK Women’s Haircare Market Report 2023
2023-05-10T04:04:11+01:00
OX1156347
2195
163160
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Report
en_GB
“While driven in part by inflation and COVID-19 recovery, the haircare category is growing as consumers see products in the category as an affordable pick-me-up amid the cost of living…

UK Women’s Haircare Market Report 2023

£ 2,195 (Excl.Tax)

Description

Stay ahead of the curve in the hair care market and future-proof your business with Mintel’s UK Women’s Haircare Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest trends and consumer behaviours affecting your industry, alongside data-driven recommendations. Get a 360° view of the hair care products market including market size, share and forecasted growth to help you align your business strategy with your audiences’ needs. Below, we’ve handpicked key insights from the full report.

UK Hair Care Market Outlook

The UK hair care market will grow but this will be as a result of inflation and consumers will trade down or limit their usage in a bid to save money during the cost of living crisis. Within the full hair care market report, Mintel outlines that there are still opportunities to innovate in affordable pick-me-ups like hair colouring treatments or affordable salon alternatives for those foregoing these services.

  • UK haircare market size: Growth in the women’s haircare category accelerated to 5.4% in 2022, now estimated at £1543 million.
  • Hair care products market share: Head and Shoulders accounts for 16% of shampoo retail sales in the UK women’s haircare market.

UK Haircare Market Trends: What consumers want and why

Conscious Hair Health

The UK haircare product market has seen a big usage increase for products like hair serums, leave-in conditioners and hair treatments or masks, as consumers pay more attention to their hair health, thanks to social media influencers and informative advertising from brands including Head & Shoulders and L’Oréal. Understand how this development impacts the women’s UK hair care market and how brands should innovate with sought-after ingredients in the full hair care market report.

  • Hair products market opportunity: 10% of consumers are purchasing and using hair treatments and hair serums more now than 12 months ago.

Seeking additional product value 

Consumers in the UK hair care market are willing to pay more for hair treatments since they are used and purchased less frequently, which makes trading up more affordable. However, consumers could be missing out on optimum results if they scrimp when buying shampoo or conditioner. Mintel reveals that these behaviours present an opportunity for haircare brands to demonstrate the value of spending more on day-to-day products. This can be done by showing the impact of using all products in a line versus a treatment alongside a cheaper shampoo or conditioner.

  • Hair products market consumer behaviour: 32% of consumers typically spend £6-10 on hair treatment products.

To learn how to connect with your audience, purchase our full UK Women’s Haircare Market Report 2023.  Discover lucrative innovation opportunities to help your business grow during times of financial uncertainty.

Leading Brands in the Hair Care Industry in the UK

Head and Shoulders, L’Oréal Elvive, Batiste, Pantene, Aussie, TRESemmé, Herbal Essence, John Frieda, OGX Neutrogena, Ultimate Blends, Alberto Balsam, Elnett Silvikrin, Vo5, Got2b, Shockwaves, Schwarzkopf.

Expert Insights from a BPC Industry Analyst

This report, written by Georgia Stafford, a leading analyst, delivers in-depth commentary and analysis to highlight current trends in the UK hair care market and add expert context to the numbers.

While driven in part by inflation and COVID-19 recovery, the haircare category is growing as consumers see products in the category as an affordable pick-me-up amid the cost of living crisis. An increased attention on hair health means strengthening and growth are prioritised, but lack of enthusiasm for ingredients that can deliver these results uncovers education opportunities. Haircare brands will prove value by explaining their unique formulas and ingredients, and explaining how they meet consumer priorities.”

Georgia Stafford

Georgia Stafford
Research Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • Products covered in this Report
  2. Executive Summary

    • The five-year outlook for women’s haircare
      • Figure 1: Category outlook for women’s haircare, 2023-27
    • The market
    • Inflation boosts the value of the women’s haircare category
      • Figure 2: Market forecast for women’s haircare, 2022-27
    • Professionalising products presents growth opportunities
    • Companies and brands
    • Innovation in trending ingredients boosts L’Oréal Elvive sales
      • Figure 3: UK retail value sales of women’s mass market shampoo, by brand, 2023
    • Professional credentials secure growth for John Frieda
      • Figure 4: Retail value sales of women’s mass market conditioner, by brand, 2023
    • Styling with a haircare twist results in success for Schwarzkopf
      • Figure 5: Retail value sales of women’s mass market hair styling products, by brand, 2023
    • The consumer
    • Put a haircare twist on styling products
      • Figure 6: Changes in haircare/styling product usage, 2023
    • Drive scalp care usage with targeted solutions
      • Figure 7: Self-reported scalp skin types, 2023
    • Prove the value of investing in entire product lines
      • Figure 8: Average amount spent on a single haircare/styling product, 2022
    • Private label can welcome those trading down
      • Figure 9: Haircare/styling income squeeze shopping behaviours, 2023
    • Improve ingredient education to maximise consumer satisfaction
      • Figure 10: Desired claims when buying haircare/styling products, 2023
    • Improve the reputation of sulfates
      • Figure 11: Awareness of haircare/styling product ingredients, 2023
  3. Issues and Insights

    • Mass market innovation will appeal during the income squeeze
    • Educate and lead with professional expertise
    • Value means different things to different consumers
  4. Market Size and Performance

    • The category value is growing, but fuelled by inflation
      • Figure 12: Retail value sales of women’s haircare products, 2017-27
    • Trading down behaviours have already had an impact
    • Hair styling trends supported market growth
  5. Market Forecast

    • Affordable pick-me-ups will support the market in the short term
      • Figure 13: Category outlook for women’s haircare, 2023-27
    • Trading down behaviours will limit growth
      • Figure 14: Market forecast for women’s haircare, 2022-27
      • Figure 15: Market forecast for women’s haircare, 2022-27
    • Professionalising products presents growth opportunities
    • Mass market innovation will help secure market growth
    • Short hair trends will impact purchase frequency
    • Learnings from the last income squeeze
      • Figure 16: Retail value sales of women’s haircare, 2010-17
    • Forecast methodology
  6. Market Segmentation

    • Premium haircare benefits from consumers treating themselves
      • Figure 17: UK retail value sales of women’s haircare products, by price positioning, 2021 and 2022
    • Styling outperforms despite falling usage
      • Figure 18: UK retail value sales of women’s mass market haircare products, by sub-category, 2021 and 2022
  7. Channels to Market

    • A growth in premium haircare benefited online-only retailers and salons
      • Figure 19: UK retail value sales of women’s haircare products, by retail channel, 2021 and 2022
    • Discount retailers benefit from habit changes
    • Boots stays competitive
  8. Market Drivers

    • High inflation and rising interest rates will compound the impact of the slowing recovery
    • Consumer spending power will be curbed
    • Consumers’ financial wellbeing has fallen from the highs of 2021
      • Figure 20: Household financial wellbeing index, 2016-23
    • Take note of the changing age structure of the UK population
      • Figure 21: Trends in the age structure of the UK female population, 2016-26
    • Inclusivity is an expectation
      • Figure 22: Consumer attitudes towards a beauty/grooming retailer’s responsibilities regarding diversity/inclusion, 2022
    • Diversify haircare NPD
      • Figure 23: Interest in product innovation relating to diversity/inclusion
    • Trading down from salon services creates opportunities for haircare
      • Figure 24: Future intentions towards beauty/grooming and hair treatments, 2022
    • Establish the link between hair health and hair colour
    • Help to minimise hair damage
      • Figure 25: Usage of electrical beauty/grooming devices in the last 12 months, 2022
    • Cater to the unique needs of hijab wearing women
    • Brands need to stay one step ahead to avoid social media takedowns
    • Dry shampoo recalls and lawsuits could dampen sales
  9. Market Share

    • Innovation in trending ingredients boosts L’Oréal Elvive sales
      • Figure 26: UK retail value sales of women’s mass market shampoo, by brand, 2022-23
    • Value mindsets help Batiste and OGX
    • Professional credentials secure growth for John Frieda
      • Figure 27: UK retail value sales of women’s mass market conditioner, by brand, 2022-23
    • Styling with a haircare twist results in success for Schwarzkopf
      • Figure 28: UK retail value sales of women’s mass market styling products, by brand, 2022-23
  10. Launch Activity and Innovation

    • Fast-acting products appeal to multiple purchase priorities
      • Figure 29: New product development in the women’s haircare category, by top 10 ultimate companies, 2022
    • Retailers can embrace a rise in textured hair innovation
      • Figure 30: New product development in the women’s haircare category, by launch type, 2019-22
      • Figure 31: New product development in the women’s hair category for textured hair, 2022
    • Expand hair treatment options…
      • Figure 32: New product development in the women’s haircare category, by sub-category, 2019-22
      • Figure 33: New product development in the women’s hair category in a kit format, 2022
    • …and appeal to the senses
      • Figure 34: New product development in the women’s haircare category with heating/cooling properties, 2022
    • Limited edition claims add excitement
      • Figure 35: New product development in the women’s haircare category with limited edition scents, 2022
      • Figure 36: Fastest-growing claims in the women’s haircare category, 2021-22
    • Put hair health on centre stage
      • Figure 37: New product development in the women’s haircare category with hair health related claims, 2022
    • Innovate in products for mature hair
      • Figure 38: New product development in the women’s haircare category with refillable claims, 2022
    • Refill packs should be easily recyclable
      • Figure 39: New product development in the women’s haircare category with refillable claims, 2022
    • Deliver value with ingredient-focused own-label formulas
      • Figure 40: New product development in the women’s haircare category, by brand type, 2019-22
      • Figure 41: Private label launches in the haircare category prominently featuring ingredients, 2022
  11. Advertising and Marketing Activity

    • Add significance to free-from claims
      • Figure 42: Recorded above-the-line, online display and direct mail advertising expenditure on women’s haircare, by media type, 2018-21
    • Educational advertising will drive purchases
      • Figure 43: Recorded above-the-line, online display and direct mail advertising expenditure on women’s haircare, by top advertisers and others, 2022
    • Promote value to budget-conscious consumers
    • Differentiate by celebrating brand heritage
      • Figure 44: Fable & Mane pop-up in Selfridges, 2022
    • Nielsen Ad Intel coverage
  12. Brand Research

    • Brand map
      • Figure 45: Attitudes towards and usage of selected brands, 2023
    • Key brand metrics
      • Figure 46: Key metrics for selected brands, 2023
    • Brand attitudes: Aussie is a trusted brand
      • Figure 47: Attitudes, by brand, 2023
    • Brand personality: Consumers enjoy L’Oréal Elvive’s accessibility
      • Figure 48: Brand personality – macro image, 2023
    • Kérastase is perceived as glamourous
      • Figure 49: Brand personality – micro image, 2023
    • Brand analysis
    • Aussie
    • L’Oréal Elvive
    • Kérastase
    • Living Proof
    • Shea Moisture
    • T/Gel
  13. Usage of Haircare/Styling Products

    • Put a haircare twist on styling products
      • Figure 50: Changes in haircare/styling product usage, 2023
    • A return to work changes usage habits
    • Propose value with multifunctional haircare products
    • Show how to get the best results from hair tools
      • Figure 51: Net usage of haircare/styling products, 2023
      • Figure 52: Net usage of haircare/styling products, 2023
    • Present hair styling as a form of self-care
  14. Self-Reported Scalp Skin Types

    • Drive scalp care usage with targeted solutions
      • Figure 53: Self-reported scalp skin types, 2023
    • Convince users with balanced scalps to use scalp treatments
    • Promote the powers of probiotics
    • Encourage seasonal haircare routines
      • Figure 54: Net usage of scalp treatments, by scalp skin type, 2023
  15. Average Spend on a Single Haircare/Styling Product

    • Prove the value of investing in entire product lines
      • Figure 55: Average amount spent on a single haircare/styling product, 2022
    • Cost-per-use breakdowns justify higher spending
    • Personalisation can encourage trading up
      • Figure 56: New product development from Function of Beauty, 2022 and 2023
  16. Haircare/Styling Income Squeeze Shopping Behaviours

    • Private label can welcome those trading down
      • Figure 57: Haircare/styling income squeeze shopping behaviours, 2023
    • Premium brands are in a good place, but still need to prove their value
      • Figure 58: Haircare/styling income squeeze shopping behaviours, by amount spent on a single products, 2023
    • Meet multiple priorities with multifunctional dry shampoos
    • Innovative packaging design will help guide consumers
      • Figure 59: Example of a women’s haircare product with innovative packaging, 2022
  17. Claims Sought in Haircare/Styling Products

    • Improve ingredient education to maximise consumer satisfaction
      • Figure 60: Desired claims when buying haircare/styling products, 2023
    • Prove value with long-lasting results
    • Fill the white space in pregnancy and postpartum haircare
    • Respond to the demand for menopause-specific haircare
      • Figure 61: Interest in life stage specific haircare, by age, 2023
  18. Awareness of Haircare/Styling Ingredients

    • Improve the reputation of sulfates
      • Figure 62: Awareness of haircare/styling product ingredients, 2023
      • Figure 63: Example of a women’s haircare product with sulphate claims, 2022
    • Familiarity will resonate with consumers
    • Explore natural alternatives to synthetic ingredients
    • Patented ingredients prove value
  19. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
  20. Appendix – Forecast Methodology

    • Market forecast and prediction intervals
      • Figure 64: Retail value sales of women’s haircare products, 2017-27
      • Figure 65: Market forecast for women’s haircare, 2022-27
    • Market drivers and assumptions
    • Forecast methodology

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

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