2022
9
UK Women’s Haircare Market Report 2022
2022-03-09T03:07:07+00:00
OX1100849
2195
148544
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Report
en_GB
“Women’s haircare showed strong value growth in 2021, boosted by the styling segment which benefited from the return of social occasions. Hair health priorities will continue to drive a preference…

UK Women’s Haircare Market Report 2022

£ 2,195 (Excl.Tax)

Description

The UK Women’s Haircare report identifies consumer attitudes towards women’s haircare and styling products, product innovations in women’s haircare, and purchase intentions in the UK. This market report covers the hair care market size, market forecast, market segmentation and industry trends for the Women’s Haircare market in the UK.

Current Market Landscape

Inflation and supply chain issues will see many women cutting back on spend in the BPC market. However, women’s haircare offers an affordable luxury, and value growth during the last economic recession indicates than the category will continue to demonstrate resilience.

  • 66% of female buyers of haircare/styling products would like support in finding the right product for them.
  • 24% of female haircare/styling buyers interested in products that protect their scalp.

There is a gap in understanding about haircare among consumers, providing an opportunity for brands to offer advice services for female haircare and styling product consumers.

Future Market Trends in Women’s Haircare

A threat for women’s haircare is that the over-55s are less engaged in terms of usage in the category. This demographic are using a limited repertoire of products, with formats such as heat protection or hair treatment products struggling to attract usage amongst this group.

An opportunity in women’s haircare is catering for priorities around scalp health. With prestige skincare brands entering the haircare space, the two categories will continue to align in terms of ingredients. Brands can tap into this opportunity through seeking inspiration from skincare, and tailoring NPD to meet interest in products that protect the scalp microbiome.

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

Quickly understand

  • Usage of women’s haircare and styling products in the last 12 months.
  • Purchase of women’s haircare and styling products in the last 12 months.
  • Purchase intentions of women’s haircare and styling products in the next 12 months.
  • Interest in innovation in women’s haircare and styling products.
  • Attitudes towards women’s haircare and styling products.

Covered in this report

Products: Shampoos, conditioners, treatments, styling products (mousses, gels, gel sprays, jelly, styling sprays, lotions, serums, gums, flue, paste, mud, clay, waxes, creams, milks, styling water, glosses, hairsprays).

Brands: Head & Shoulders, Elvive, Batiste, Pantene, TRESemmé, Herbal Essences, Aussie, John Frieda, OGX, Ultimate Blends, Alberto Balsam, Elnett, Vo5, Silvikrin, Got2b, Shockwaves, Cantu, Garnier, Grow Gorgeous, BE for Beauty, Luonkos Finland Oy, Holy Skin Cosmetic Solutions, Milly & Sissy, L’Oréal, Procter & Gamble, Unilever, Kao, Henkel, Johnson & Jonson, Estée Lauder, Coty, Rausch, Revlon, Philip Kingsley, Barbara Turm Molecular Cosmetics, ASC Regenity, Dr Wolff.

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.

Women’s haircare showed strong value growth in 2021, boosted by the styling segment which benefited from the return of social occasions. Hair health priorities will continue to drive a preference for treatment products, while scalp health remains an area of interest. Women show a willingness to trade up in this category, suggesting that haircare is considered an affordable luxury. As such, spend will be maintained despite tough economic times in 2022. Longer-term, brands can look to better align with skincare and educate users around ingredients, which can broaden appeal and provide haircare with a sense of newness.

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
  2. Executive Summary

    • The five-year outlook for women’s haircare
      • Figure 1: Category outlook for women’s haircare, 2022-26
    • The market
    • Styling segment drives women’s haircare recovery
      • Figure 2: Market size for women’s haircare, 2016-26
    • Tap into online communities
    • Companies and brands
    • NPD supports value growth in shampoo
      • Figure 3: UK retail value sales of women’s mass-market shampoo, by brand, 2021
    • P&G brands see success in conditioner
      • Figure 4: UK retail value sales of women’s mass-market conditioner, by brand, 2021
    • Focus on self-expression benefits styling brands
      • Figure 5: UK retail value sales of women’s mass-market styling products, by brand, 2021
    • The consumer
    • Tap into scalp health trends to drive usage
      • Figure 6: Usage frequency of haircare products compared with a year ago, 2021
    • Elevate the in-store experience
      • Figure 7: Purchase by channel in haircare, 2021
    • Savvy shopping habits persist
      • Figure 8: Purchase behaviours in haircare, 2021
    • Cater for scalp health priorities
      • Figure 9: Purchase intentions in haircare, 2021
    • Make haircare personal
      • Figure 10: Interest in haircare innovation, 2021
    • Offer education to drive engagement
      • Figure 11: Attitudes towards haircare, 2021
  3. Issues and Insights

    • Styling boom supports category recovery
    • Treatment products align with skincare
    • Maximise on the education opportunity
  4. Market Size and Performance

    • Women’s haircare sees renewed growth in 2021
      • Figure 12: Retail value sales of women’s haircare products, 2016-26
  5. Market Forecast

    • Innovation can boost growth in women’s haircare
      • Figure 13: Category outlook for women’s haircare, 2022-26
    • Little disruption expected for women’s haircare
      • Figure 14: Market forecast for women’s haircare, 2021-26
    • Market drivers and assumptions
      • Figure 15: Key drivers affecting Mintel’s market forecast, 2015-26
    • Forecast methodology
  6. Market Segmentation

    • NPD supports prestige recovery in 2021
      • Figure 16: UK retail value sales of the women’s haircare category, prestige vs mass, 2020 and 2021
    • Styling segment bounces back
      • Figure 17: UK retail value sales of the women’s mass-market haircare category, by product type, 2020 and 2021
  7. Channels to Market

    • Return to normality sees online sales dip
      • Figure 18: UK retail value sales of women’s haircare products, by retail channel, 2020 and 2021
    • On-trend brands help retailers remain relevant
    • Value perceptions boost discounters
  8. Market Drivers

    • Mini economic boom creates premiumisation opportunities …
      • Figure 19: Key economic data, 2020-26
    • … however inflationary pressures are mounting
      • Figure 20: Behaviours in beauty/grooming since COVID-19, 2020
    • Learnings from the last recession
      • Figure 21: Retail value sales of women’s haircare, 2010-17
    • Diversity in beauty takes centre stage
      • Figure 22: Definitions of diversity in beauty, 2021
    • Innovate in education suited to teens
      • Figure 23: UK female population estimates and projections, 2016-26
  9. Market Share

    • Newness drives growth in shampoo brands
      • Figure 24: UK retail value sales of women’s mass-market shampoo, by brand, 2019-21
      • Figure 25: New product launches in shampoo by Head & Shoulders and Garnier, 2021
    • P&G brands see success in conditioners
      • Figure 26: UK retail value sales of women’s mass-market conditioner, by brand, 2019-21
    • Styling brands focus on encouraging self-expression
      • Figure 27: UK retail value sales of women’s mass-market styling products, by brand, 2019-21
  10. Launch Activity and Innovation

    • Treatment products align with skincare
      • Figure 28: New product development in the women’s haircare category, by sub-category, 2018-2022
      • Figure 29: Examples of NPD in ingredient-focused hair treatment, 2021
    • Shampoo formats see a shake-up
      • Figure 30: Examples of format innovation in new shampoo products, 2021
    • New products highlight functionality
      • Figure 31: New product development in the women’s haircare category, by launch type, 2018-2022
      • Figure 32: Examples of NPD in haircare focusing on function, 2021
    • L’Oréal leads the way in NPD
      • Figure 33: New product development in the women’s haircare category, by ultimate companies and others, 2021
      • Figure 34: Launch of Alberto Balsam shampoo bars, 2021
    • Vegan claims were prevalent in 2021
      • Figure 35: Fastest-growing claims in the women’s haircare category, 2020-21
    • The environment remains important
    • Prestige skincare brands expand into haircare
      • Figure 36: Examples of NPD by prestige skincare brands in haircare, 2021
  11. Advertising and Marketing Activity

    • TV dominates spend, whilst digital sees a dip in 2021
      • Figure 37: Recorded above-the-line, online display and direct mail advertising expenditure on women’s haircare, by media type, 2018-21
    • Advertising showcases hair representation
      • Figure 38: Christmas advertisement designed for women with black hair, 2021
      • Figure 39: Dove US, As Early As Five Campaign, 2022
    • Leading companies account for the majority of spend
      • Figure 40: Recorded above-the-line, online display and direct mail advertising expenditure on women’s haircare, by top advertisers and others, 2021
      • Figure 41: Pantene, NaviLens technology, 2021
    • Garnier invests in advertising of its food-based treatment range
      • Figure 42: Garnier, food-based treatment range, 2021
    • Nielsen Ad Intel coverage
  12. Brand Research

    • Brand map
      • Figure 43: Attitudes towards and usage of selected brands, 2022
    • Key brand metrics
      • Figure 44: Key metrics for selected brands, 2022
    • Herbal Essences benefits from value perceptions
      • Figure 45: Attitudes, by brand, 2022
    • Lee Stafford is viewed as ethical
      • Figure 46: Brand personality – macro image, 2022
    • OUAI stands out as innovative
      • Figure 47: Brand personality – micro image, 2022
    • Brand analysis
    • Olaplex stands out as different
    • OUAI Haircare is perceived as innovative
    • Herbal Essences benefits from value perceptions
    • Head & Shoulders benefits from high awareness
    • Wella battles with perceptions around not standing out
    • Lee Stafford boosted by quality perceptions
  13. Usage of Haircare and Styling

    • Health priorities drive usage of treatment products
      • Figure 48: Usage frequency of haircare products compared with a year ago, 2021
    • Tap into scalp health trends to drive usage
    • Eco-friendly concerns drive usage of solids amongst 16-24s
    • Innovate in styling products to offset disruption
      • Figure 49: Usage frequency of hair styling products compared with a year ago, 2021
    • Demonstrate product functionality to over-55s
      • Figure 50: Non-usage of haircare in the last 12 months, by age, 2021
  14. Purchase of Haircare

    • Consumers will crave experiences in 2022
      • Figure 51: Haircare purchase channels, 2021
    • Value priorities persist
      • Figure 52: Purchase behaviours in haircare, 2021
    • Collaborate with fragrance brands to boost scent
    • Make ethical claims easy to access
    • Prove ethical claims at the point of purchase
      • Figure 53: L’Oréal Group environmental impact checker, haircare, 2021
    • Simplify research missions
    • Reviews are a pivotal part of research for the 16-24s
  15. Haircare Purchase Intentions

    • Expand into haircare tools to support scalp care missions
      • Figure 54: Purchase intentions in haircare, 2021
      • Figure 55: Tangle Teezer, Scalp Exfoliator & Massager, 2021
    • Opportunity for premiumisation in haircare
    • Innovate in subscription services for the 16-24s
    • Shout out new products on social media
  16. Interest in Haircare Innovation

    • Cater for interest in personalisation
      • Figure 56: Interest in haircare innovation, 2021
    • Align scalp care with skincare
      • Figure 57: Grow Gorgeous Scalp Care, Prebiotic + Cica Extract 25% Booster launch, 2021
    • Support 16-24s with hair loss concerns
    • Offer pollution protection benefits
      • Figure 58: Vichy’s pollution protection Nutrients Detox Shampoo, 2021
      • Figure 59: Mulac Hairlab, Dry’ Berry Instant shampoo launch, 2021
    • Tap into wellbeing missions
    • Simplify ingredient lists in haircare
    • Innovate in products designed for different seasons
  17. Attitudes towards Haircare

    • Personalised support services provide an opportunity
      • Figure 60: Attitudes towards haircare, 2021
    • Emphasise mood-boosting messaging
    • Tap into the gender-free opportunity
    • Make ingredients more known
    • Innovate in education services to cater for the 16-34s
      • Figure 61: Attitudes around seeking information or support on haircare, by age, 2021
    • Focus advertising around celebrations of diversity
    • Attractive packaging can boost appeal
      • Figure 62: Monday Haircare, 2021
    • Emphasise the personalisation benefits of make-my-own kits
    • Innovate in formats to drive usage of shampoo/conditioner bars
  18. Appendix – Data Sources, Abbreviations and Supporting Information

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

    • Market forecast and prediction intervals
      • Figure 63: Retail value sales of women’s haircare products, 2016-26
    • Market drivers and assumptions
      • Figure 64: Key drivers affecting Mintel’s market forecast, 2021-26
    • Forecast methodology

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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.

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