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Women's Haircare - UK - March 2018

“Growth in the women’s haircare market has been driven by a continued focus on caring needs, especially driven by conditioning treatments. However, as mass brands develop their own versions of salon regimes, prestige brands will need to prove their worth to remain relevant. Regardless of price point, winning brands have proactively adapted to women’s hair concerns. Expert reputations can be built on educating women about hair type and the right products to use.”

– Alex Fisher, Senior Beauty Analyst

This report examines the following issues:

  • Convenience no longer a priority
  • The future of prestige retail
  • Haircare borrows from skincare

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Market relies on disposable income
              • Figure 1: UK retail value sales of the women’s haircare market, 2012-22
            • Caring on a budget
              • Companies and brands
                • Haircare adapts to needs
                  • Figure 2: UK brand shares in value sales of women’s mass-market shampoo, year ending November 2017
                  • Figure 3: UK brand shares in value sales of women’s mass-market conditioner, year ending November 2017
                  • Figure 4: UK brand shares in value sales of women’s mass-market styling products, year ending November 2017
                • Natural nourishment
                  • Figure 5: New product development in the women’s haircare category, by sub-category, 2014-17
                • The consumer
                  • Cause for concern
                    • Figure 6: Hair concerns amongst women, December 2017
                  • Taking care of business
                    • Figure 7: Frequency of usage of women’s haircare products, December 2017
                  • Style away
                    • Figure 8: Frequency of usage of women’s hair styling products, December 2017
                  • Non-budget buys
                    • Figure 9: Retail channels where women’s haircare products are purchased, December 2017
                  • Time to care
                    • Figure 10: Features women look for in haircare products, December 2017
                  • A study in hair
                    • Figure 11: Attitudes towards women’s haircare, December 2017
                  • What we think
                  • Issues and Insights

                    • Convenience no longer a priority
                      • The facts
                        • The implications
                          • The future of prestige retail
                            • The facts
                              • The implications
                                • Haircare borrows from skincare
                                  • The facts
                                    • The implications
                                    • The Market – What You Need to Know

                                      • Market relies on disposable income
                                        • Caring on a budget
                                          • Health before looks
                                          • Market Size and Forecast

                                            • A market flooded by choices
                                              • Figure 12: UK retail value sales of the women’s haircare market, 2012-22
                                            • Less cash means no splash
                                              • Figure 13: UK retail value sales of the women’s haircare market, 2012-22
                                            • Forecast methodology
                                            • Market Segmentation

                                              • Confusion over quality
                                                • Figure 14: UK retail value sales of the women’s haircare market, prestige vs mass, 2016-17
                                              • Styling continues to decline
                                                • Figure 15: UK retail value sales of the women’s mass-market haircare market, by product type, 2016-17
                                            • Channels to Market

                                              • Cheap and cheerful
                                                • Figure 16: UK value retail sales of women’s haircare products, by retail channel, 2016-17
                                              • Quality seal
                                              • Market Drivers

                                                • Growth in the female population
                                                  • Figure 17: Trends in the age structure of the UK female population, 2012-22
                                                • Female employment stagnates
                                                  • Figure 18: Economically active females as proportion of working age females, 2012-22
                                                • Hair colourants could boost colour haircare
                                                  • Figure 19: Increased usage of colour boosting methods compared with 12 months ago, October 2015 and January 2017
                                                • Salon care services
                                                  • The backlash against ‘anti-ageing’
                                                    • The gift of good hair
                                                      • Figure 20: Purchase of BPC gifts, October 2017
                                                  • Companies and Brands – What You Need to Know

                                                    • Haircare adapts to needs
                                                      • Natural nourishment
                                                        • In with the old and new
                                                          • Entertaining the masses
                                                          • Market Share

                                                            • Shampoo brands become proactive
                                                              • Figure 21: UK retail value sales of women’s mass-market shampoo, by brand, years ending November, 2016 and 2017
                                                              • Figure 22: Unilever launches under Alberto Balsam Blends and Timotei brands, 2016 and 2012
                                                            • Conditioning goes deeper
                                                              • Figure 23: UK retail value sales of women’s mass-market conditioner, by brand, years ending November, 2016 and 2017
                                                              • Figure 24: Bloggers reviewing John Frieda products, 2017-18
                                                            • Styling needs to adapt
                                                              • Figure 25: UK retail value sales of women’s mass-market styling products, by brand, years ending November, 2016 and 2017
                                                          • Launch Activity and Innovation

                                                            • What’s in a name?
                                                              • Figure 26: New product development in the women’s haircare category, by sub-category, 2014-17
                                                              • Figure 27: Haircare relaunches with name changes, 2017
                                                              • Figure 28: New product development in the women’s haircare category, by launch type, 2014-17
                                                            • Nature and nurture
                                                              • Figure 29: New product development in the women’s haircare category, by top ultimate companies, 2017
                                                              • Figure 30: Haircare launches from Herbal Essences and L’Oréal with botanical/herbal claims, 2017
                                                              • Figure 31: Top five fastest-growing and fastest-declining claims in women’s haircare, 2016-17
                                                          • Advertising and Marketing Activity

                                                            • Improving links between TV and digital
                                                              • Figure 32: Recorded above-the-line, online display and direct mail advertising expenditure on women’s haircare, by media type, 2014-17
                                                            • The come-back kids
                                                              • Figure 33: Recorded above-the-line, online display and direct mail total advertising expenditure on women’s haircare, by top advertisers, 2017
                                                              • Figure 34: Herbal Essences bio:renew ‘Let life in’ campaign, 2017
                                                            • Nielsen Ad Intel coverage
                                                            • Brand Research

                                                                • Brand map
                                                                  • Figure 35: Attitudes towards and usage of selected brands, January 2018
                                                                • Key brand metrics
                                                                  • Figure 36: Key metrics for selected brands, January 2018
                                                                • Brand attitudes: Trust appears key in mass-market haircare
                                                                  • Figure 37: Attitudes, by brand, January 2018
                                                                • Brand personality: Styling brands maintain a fun image
                                                                  • Figure 38: Brand personality – macro image, January 2018
                                                                • Head & Shoulders needs to shake off an old-fashioned image
                                                                  • Figure 39: Brand personality – micro image, January 2018
                                                                • Brand analysis
                                                                  • Redken’s exclusive image attracts big spenders
                                                                    • Figure 40: User profile of Redken, January 2018
                                                                  • L’Oréal Elvive users are older
                                                                    • Figure 41: User profile of L’Oréal Elvive, January 2018
                                                                  • Got2b has a specific audience
                                                                    • Figure 42: User profile of Got2b, January 2018
                                                                  • Batiste’s proposition appeals to younger women
                                                                    • Figure 43: User profile of Batiste, January 2018
                                                                  • TRESemmé has a broad audience
                                                                    • Figure 44: User profile of TRESemmé, January 2018
                                                                  • Head & Shoulders image does not reflect users
                                                                    • Figure 45: User profile of Head & Shoulders, January 2018
                                                                • The Consumer – What You Need to Know

                                                                  • Cause for concern
                                                                    • Taking care of business
                                                                      • Style away
                                                                        • Non-budget buys
                                                                          • Time to care
                                                                            • A study in hair
                                                                            • Hair Concerns

                                                                              • See it, sort it
                                                                                • Figure 46: Hair concerns amongst women, December 2017
                                                                                • Figure 47: Hair Rituel range by Sisley Paris, February 2018
                                                                              • ‘Skin’ deep
                                                                                • Figure 48: Hair concerns amongst women, by age, December 2017
                                                                                • Figure 49: Haircare launches with anti-ageing and anti-hair loss claims, 2016-17
                                                                            • Usage of Haircare Products

                                                                              • Repackage for acceptance
                                                                                • Figure 50: Usage of women’s haircare products, by age, December 2017
                                                                                • Figure 51: Hair treatment launches in spray format, 2017
                                                                              • Maintaining condition
                                                                                • Figure 52: Frequency of usage of women’s haircare products, December 2017
                                                                            • Usage of Hair Styling Products

                                                                              • The colour and the style
                                                                                • Figure 53: Usage of women’s hair styling products, by age, December 2017
                                                                              • Less is more
                                                                                • Figure 54: Frequency of usage of women’s hair styling products, December 2017
                                                                            • Purchase of Haircare

                                                                              • I want it all
                                                                                • Figure 55: Purchase of women’s haircare products, December 2017
                                                                              • Money talks
                                                                                • Figure 56: Retail channels where women’s haircare products are purchased, by socio-economic class December 2017
                                                                            • Product Benefits

                                                                              • A natural finish
                                                                                • Figure 57: Features women look for in haircare products, December 2017
                                                                              • Think gains, not losses
                                                                                • Figure 58: Features women look for in haircare products, by hair concern, December 2017
                                                                              • The right benefits
                                                                              • Attitudes towards Women’s Haircare

                                                                                • A learning curve
                                                                                  • Figure 59: Attitudes towards women’s haircare, December 2017
                                                                                  • Figure 60: Philip Kingsley launches in ethnic haircare, April 2017
                                                                                • Damage limitation
                                                                                  • Figure 61: Mass brand hair health treatment launches, 2016-17
                                                                                • Fact or fiction
                                                                                • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                    • Abbreviations
                                                                                      • Consumer research methodology
                                                                                        • Forecast methodology

                                                                                        Women's Haircare - UK - March 2018

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