Shampoo, Conditioners and Treatments - UK - April 2011
Shampoos, conditioners and treatments need to overcome their commodity status. Manufacturers and retailers are trapped in a vicious circle of aggressive discounting, which holds back value growth, which in turn prompts them to discount once again to drive up volume. The key to redressing this situation is to build penetration in underserved sectors such as men’s and children’s products. A combination of segmentation, imaginative marketing and courageous pricing would all help to shift the category into a more cosmetic, yet still functional, space.
- Moisturisation is the key claim for shampoos, conditioners and treatments, with one in four actively looking for it in their purchases.
- As consumers age, their hair may change condition, becoming dryer and coarser or finer. Many older consumers feel that they are forgotten by haircare manufacturers, who are failing to address their specific needs.
- Nearly two thirds of consumers have not made significant changes to their haircare expenditure in the last year. However, more of those who have changed their behaviour have scaled down rather than up. Six in ten consumers have cut back on spending on their haircare in the last year by visiting the hairdresser less frequently.
- For eight in ten consumers, their confidence is boosted when their hair looks good. Nearly a third of consumers believe that it is important for their professional image for their hair to look good. Consumers concerned about the appearance of their hair and the way it looks are most likely to be Waitrose shoppers.
- Men (36%) are more brand loyal than women (31%) when it comes to buying shampoos. Men usually take less interest in personal grooming and so find it easier to stick to the brands they are know and trust. The same is true of treatments. Low-income consumers, earning up to £15,500, are also likely to stick to the same brands, presumably lacking the time or money to experiment with alternative brands that may not work as well as their usual labels.
- The ethnic population in the UK grew 23% to 7.4 million in 2009, and further growth is in store, particularly among young people of mixed race or Pakistani/Bangladeshi origin. These consumers could be addressed with products formulated specifically for their hair needs and preferences.
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