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Women's Haircare - UK - March 2019

Covered in this report

Within this report, Mintel defines ‘women’s haircare’ as all haircare that is not specifically targeted at men. Accordingly, all market and launch information includes data for unisex haircare.

  • Shampoos: All types of shampoo for washing hair including beauty or standard shampoos as well as anti-dandruff/ medicated types. Also includes two-in-one shampoo and conditioners, and dry shampoo
  • Conditioners and treatments: Rinse-out and leave-in conditioners, intensive treatments such as hot oils, serums, masks and sprays
  • Styling products: All products that are used to style, sculpt or fix the hair. These include mousses, gels, gel sprays, jelly, styling sprays, lotions, serums, gums, glue, paste, mud, clay, waxes, creams, milks, styling water, glosses and hairsprays

Sales of shampoo, conditioner and styling products through all retail outlets and sold by hair salons for home use are covered by this report.

“Following a slight rise in value in 2016 and 2017, women’s haircare is in decline again as discounting and special offers impact buying behaviours, whilst the desire for more natural styles and focus on hair condition continues to negatively impact the styling segment. A reduction in recorded advertising spend suggests that brands are not working hard enough to get women’s attention and encourage them to trade up, despite a steady rise in launch activity. As women shun styling to focus more on haircare routines, particularly the cleansing stage, further segmentation of cleansing products could encourage product repertoires.”
– Roshida Khanom, Associate Director BPC

This Report looks at the following areas:

  • Premium brands are struggling
  • Segmenting the washing step could drive repertoires

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Table of contents

  1. Overview

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

          • The market
            • Haircare declines in value
              • Figure 1: UK retail value sales of the women’s haircare market, 2013-23
            • Companies and brands
              • Head & Shoulders leads the shampoo segment
                • Figure 2: UK brand shares in value sales of women’s mass-market shampoo, 2018
              • OGX fares well in conditioners
                • Figure 3: UK brand shares in value sales of women’s mass-market conditioner, 2018
              • Styling brands suffer losses
                • Figure 4: UK brand shares in value sales of women’s mass-market styling products, 2018
              • NPD remains high
                • Figure 5: New product development in the women’s haircare category, by sub-category, 2015-18
              • The consumer
                • Convenience drives usage of haircare
                  • Figure 6: Usage of haircare products, December 2018
                • Styling is down
                  • Figure 7: Usage of hair styling products, December 2018
                • Women are buying based on hair type
                  • Figure 8: Haircare purchase factors, December 2018
                • Special offers are impacting the category
                  • Figure 9: Shopping for haircare products, December 2018
                • Bringing skincare into haircare could drive the category
                  • Figure 10: Usage and interest in haircare ingredients, December 2018
                • Clean hair is essential
                  • Figure 11: Changes in haircare habits, December 2018
                • Scalp issues drive usage of scalp products
                  • Figure 12: Reasons for using scalp treatment products, December 2018
                • Proof is essential
                  • Figure 13: Reasons for not using scalp protection products, December 2018
                • What we think
                • Issues and Insights

                  • Premium brands are struggling
                    • The facts
                      • The implications
                        • Segmenting the washing step could drive repertoires
                          • The facts
                            • The implications
                            • The Market – What You Need to Know

                              • A category hampered by special offers
                                • Little encouraging consumers to trade up
                                  • Styling struggles
                                    • Groceries and discounters fare well
                                      • Better age segmentation could appeal to older women
                                        • Product repertoires are rising
                                          • Purchase of private label haircare is low
                                          • Market Size and Forecast

                                            • Heavy discounting impacts the category
                                              • Figure 14: UK retail value sales of the women’s haircare market, 2013-23
                                            • Little change in value predicted
                                              • Figure 15: UK retail value sales of the women’s haircare market, 2013-23
                                            • Forecast methodology
                                            • Market Segmentation

                                              • Consumers need a reason to believe
                                                • Figure 16: UK retail value sales of the women’s haircare market, prestige vs mass, 2017-18
                                              • Hair condition is important
                                                • Figure 17: UK retail value sales of the women’s mass-market haircare market, by product type, 2017-18
                                              • Styling struggles
                                              • Channels to Market

                                                • Haircare purchase is driven by convenience
                                                  • Figure 18: UK value retail sales of women’s haircare products, by retail channel, 2017-18
                                                • Using technology in-store
                                                • Market Drivers

                                                  • Targeting the older consumer
                                                    • Figure 19: Trends in the age structure of the UK female population, 2013-23
                                                  • Haircare repertoires are increasing
                                                    • Purchase of private label haircare is low
                                                      • Figure 20: Purchase of branded and private label haircare products, October 2018
                                                    • Heat damage is real
                                                      • Figure 21: Use of beauty devices and appliances amongst women, July 2018
                                                  • Companies and Brands – What You Need to Know

                                                    • NPD drives market share in 2018
                                                      • Styling needs a boost
                                                        • Premium brands launch in 2018
                                                          • Noughty 97% Natural targets the free-from consumer
                                                            • Recorded advertising spend sees a decline
                                                              • Diversity features in campaigns in 2018
                                                                • Natural brands show little differentiation
                                                                • Market Share

                                                                  • Head & Shoulders fares well
                                                                    • Figure 22: UK retail value sales of women’s mass-market shampoo, by brand, 2017 and 2018
                                                                  • Elvive remains the leader in conditioners
                                                                    • Figure 23: UK retail value sales of women’s mass-market conditioner, by brand, 2017 and 2018
                                                                  • Styling brands suffer losses
                                                                    • Figure 24: UK retail value sales of women’s mass-market styling products, by brand, 2017 and 2018
                                                                • Launch Activity and Innovation

                                                                  • Styling needs a boost
                                                                    • Figure 25: New product development in the women’s haircare category, by sub-category, 2015-18
                                                                    • Figure 26: Premium styling products with caring benefits, 2018 and 2019
                                                                  • Scalp products see innovation
                                                                    • Figure 27: Scalp treatment launches, 2018
                                                                  • On-the-go formats launched in 2018
                                                                    • Figure 28: On-the-go haircare formats, 2018
                                                                  • Premium brands need more differentiation
                                                                    • Figure 29: New product development in the women’s haircare category, by launch type, 2015-18
                                                                    • Figure 30: Premium launches in haircare with similar packaging, 2018
                                                                  • Night-time haircare sees innovation
                                                                    • Figure 31: Night time haircare, 2018
                                                                  • The environment is a hot topic
                                                                    • L’Oréal leads with food-inspired launches
                                                                      • Figure 32: New product development in the women’s haircare category, by top ultimate companies and others, 2018
                                                                    • Unilever launches new products, and brands
                                                                      • P&G targets a diverse market
                                                                        • Free-from sees biggest rise
                                                                          • Figure 33: Top five fasting growing claims in women’s haircare, 2017-18
                                                                      • Start-ups and Disruptors Case Study – Noughty 97% Natural

                                                                        • Company overview
                                                                          • What is it?
                                                                            • Founded
                                                                              • Company mission statement:
                                                                                • Founder and story:
                                                                                  • Mintel analyst outlook
                                                                                    • Mintel Trends:
                                                                                      • Why it could succeed:
                                                                                        • Why it could fail:
                                                                                          • The verdict
                                                                                            • Product information
                                                                                              • Figure 34: Sample of Noughty 97% Natural beauty product listing, May 2016-December 2018
                                                                                              • Figure 35: Sample of Noughty 97% Natural beauty product listing, May 2016-December 2018
                                                                                            • Media profile
                                                                                              • Social media metrics
                                                                                                • Figure 36: Social media metrics for Noughty 97% Natural as of January 2019
                                                                                              • The brand’s view
                                                                                                • Revenue in the last year (as of 1st December 2018)
                                                                                                  • Sources of funding and support
                                                                                                    • Target audience
                                                                                                      • What consumer needs does the range meet?
                                                                                                        • Product stockists
                                                                                                          • Looking to the future
                                                                                                          • Advertising and Marketing Activity

                                                                                                            • Decline in recorded advertising spend
                                                                                                              • Figure 37: Recorded above-the-line, online display and direct mail advertising expenditure on women’s haircare, by media type, 2015-18
                                                                                                            • Advertising spend is dominated by big brands
                                                                                                              • Figure 38: Recorded above-the-line, online display and direct mail advertising expenditure on women’s haircare, by top advertisers and others, 2018
                                                                                                            • Diversity continues to be important
                                                                                                              • Figure 39: The FA and Head & Shoulders’ #JustWatchMe campaign, January 2019
                                                                                                            • Nielsen Ad Intel coverage
                                                                                                            • Brand Research

                                                                                                                • Brand map
                                                                                                                  • Figure 40: Attitudes towards and usage of selected brands, February 2019
                                                                                                                • Key brand metrics
                                                                                                                  • Figure 41: Key metrics for selected brands, February 2019
                                                                                                                • Brand attitudes: Plantur 39 has a caring image
                                                                                                                  • Figure 42: Attitudes, by haircare brand, February 2019
                                                                                                                • Brand personality: John Frieda is exclusive despite wide price positioning
                                                                                                                  • Figure 43: Brand personality – Macro image, February 2019
                                                                                                                • Fun brands can be seen as tacky
                                                                                                                  • Figure 44: Brand personality – Micro image, February 2019
                                                                                                                • Brand analysis
                                                                                                                  • Batiste struggles to be taken seriously
                                                                                                                    • Figure 45: User profile of Batiste, February 2019
                                                                                                                  • L’Oréal Elvive enjoys a good reputation
                                                                                                                    • Figure 46: User profile of L’Oréal Elvive, February 2019
                                                                                                                  • John Frieda is glamorous
                                                                                                                    • Figure 47: User profile of John Frieda, February 2019
                                                                                                                  • OGX is innovative
                                                                                                                    • Figure 48: User profile of OGX, February 2019
                                                                                                                  • Garnier Ultimate Blends is not differentiated enough
                                                                                                                    • Figure 49: User profile of Garnier Ultimate Blends, February 2019
                                                                                                                  • Herbal Essences has broad appeal
                                                                                                                    • Figure 50: User profile of Herbal Essences, February 2019
                                                                                                                  • Head & Shoulders risks being old-fashioned
                                                                                                                    • Figure 51: User profile of Head & Shoulders, February 2019
                                                                                                                  • Plantur 39 appeals to young women
                                                                                                                    • Figure 52: User profile of Plantur 39, February 2019
                                                                                                                • The Consumer – What You Need to Know

                                                                                                                  • Usage of convenient haircare is up
                                                                                                                    • Hairspray usage is up
                                                                                                                      • Older women shop differently to younger women
                                                                                                                        • Bringing skincare ingredients into haircare
                                                                                                                          • Washing is important
                                                                                                                            • Scalp protection remains a niche sector
                                                                                                                            • Usage of Haircare Products

                                                                                                                              • Convenient options are appealing
                                                                                                                                • Figure 53: Trends in usage of haircare products, 2017 and 2018
                                                                                                                              • Hair condition is important
                                                                                                                                • Figure 54: Usage of haircare products, December 2018
                                                                                                                            • Usage of Hair Styling Products

                                                                                                                              • Usage of hairspray is up
                                                                                                                                • Figure 55: Trends in usage of hair styling products, 2017 and 2018
                                                                                                                              • Styling products are being used less
                                                                                                                                • Figure 56: Usage of hair styling products, December 2018
                                                                                                                              • Styling can target the over-65s
                                                                                                                                • Figure 57: Usage of styling mousse, cream/wax and gel, by age, December 2018
                                                                                                                            • Purchase of Haircare Products

                                                                                                                              • Hair type vs end result
                                                                                                                                • Figure 58: Haircare purchase factors, December 2018
                                                                                                                              • Damage is universally important
                                                                                                                                • Figure 59: Purchase of haircare products to limit damage, by age, December 2018
                                                                                                                              • Special offers impacting the category
                                                                                                                                • Figure 60: Shopping for haircare products, December 2018
                                                                                                                              • Brand loyalty is low
                                                                                                                              • Interest in Haircare Ingredients

                                                                                                                                • High interest in skincare ingredients
                                                                                                                                  • Figure 61: Usage and interest in haircare ingredients, December 2018
                                                                                                                                • Shout about ingredients
                                                                                                                                • Changes in Haircare Habits

                                                                                                                                  • Cleansing is important
                                                                                                                                    • Figure 62: Changes in haircare habits, December 2018
                                                                                                                                  • Trading up vs trading down
                                                                                                                                  • Usage of Scalp Protecting Products

                                                                                                                                    • Scalp issues drive usage of scalp products
                                                                                                                                      • Figure 63: Reasons for using scalp treatment products, December 2018
                                                                                                                                    • Proving the benefits are essential
                                                                                                                                      • Figure 64: Reasons for not using scalp treatment products, December 2018
                                                                                                                                  • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                      • Abbreviations
                                                                                                                                        • Consumer research methodology
                                                                                                                                          • Forecast methodology

                                                                                                                                          Women's Haircare - UK - March 2019

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