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Description

Description

“Women’s haircare continues on a downward trajectory when it comes to value sales, with the styling segment in particular suffering losses. Hair health is paramount to women, impacting haircare behaviours through a reduction in frequency of washing and styling hair. Whilst ‘clean’ and natural claims continue to be important, sustainability trends in the wider BPC market could mean that brands will need to rethink their approach to natural ingredients in the future.”
– Roshida Khanom, Category Director BPC

This report looks at the following areas:

  • Styling should look to older women for growth
  • Approach health through hormonal haircare
  • Naturalness needs a new approach

What's included

What's included

Table of contents

Table of contents

  1. Overview

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

          • The market
            • The category continues to decline
              • Figure 1: UK retail value sales of the women’s haircare market, 2014-24
            • Companies and brands
              • NPD is on the rise
                • Figure 2: New product development in the women’s haircare category, by sub-category, 2016-19
              • Leading shampoo brands show value growth
                • Figure 3: UK retail value sales of women’s mass-market shampoo, by brand, 2019
              • NPD drives conditioner sales
                • Figure 4: UK retail value sales of women’s mass-market conditioner, by brand, 2019
              • Brands struggle in styling
                • Figure 5: UK retail value sales of women’s mass-market styling products, by brand, 2019
              • The consumer
                • Usage of haircare shows little change
                  • Figure 6: Usage of haircare products, December 2019
                • Styling products are used less frequently
                  • Figure 7: Usage of hair styling products, December 2019
                • Doing less for more
                  • Figure 8: Haircare behaviours, December 2019
                • Volume is the biggest concern
                  • Figure 9: Hair concerns, December 2019
                • Routines need to be quick
                  • Figure 10: Important factors for haircare/styling routines, December 2019
                • Health is paramount
                  • Figure 11: Important factors for haircare/styling products, December 2019
                • It’s all about the price
                  • Figure 12: Haircare purchase factors, December 2019
                • What we think
                • Issues and Insights

                  • Styling should look to older women for growth
                    • The facts
                      • The implications
                        • Approach health through hormonal haircare
                          • The facts
                            • The implications
                              • Naturalness needs a new approach
                                • The facts
                                  • The implications
                                  • The Market – What You Need to Know

                                    • Haircare declines in value in 2019
                                      • Mass-market fares better than prestige
                                        • Condition over style
                                          • Brand availability limits leading channels
                                            • The changing perceptions of age and beauty
                                              • Gen Z want genderless beauty
                                                • Taking sustainability down to the ingredient level
                                                • Market Size and Forecast

                                                  • Haircare sees decline in 2019
                                                    • Figure 13: UK retail value sales of the women’s haircare market, 2014-24
                                                  • Decline set to continue
                                                    • Figure 14: UK retail value sales of the women’s haircare market, 2014-24
                                                  • Forecast methodology
                                                  • Market Segmentation

                                                    • Mass-market fares better than prestige
                                                      • Figure 15: UK retail value sales of the women’s haircare category, prestige vs mass, 2018-19
                                                    • Prestige brands need to work harder
                                                      • Hair condition is a priority
                                                        • Figure 16: UK retail value sales of the women’s mass-market haircare category, by product type, 2018-19
                                                    • Channels to Market

                                                      • Brand availability limits leading channels
                                                        • Figure 17: UK retail value sales of women’s haircare products, by retail channel, 2018-19
                                                      • Salons struggle to sell
                                                      • Market Drivers

                                                        • Rise in seniors impacts the age conversation
                                                          • Figure 18: Trends in the age structure of the UK female population, 2014-24
                                                        • Erasing the question of gender
                                                          • The rise in female entrepreneurs
                                                            • Figure 19: Female employment and unemployment, 2014-24
                                                          • Salon services are used to maintain styles
                                                            • Figure 20: Experience of professional hair services amongst women, July 2019
                                                          • Care for colour is popular
                                                            • Figure 21: Interest in at-home hair colourant innovations, October 2019
                                                          • Time remains an important factor
                                                            • Figure 22: Time spent on morning and evening beauty and grooming routines amongst women, February 2019
                                                          • Environmental concerns remain a hot topic
                                                            • Figure 23: Important factors for an eco-friendly BPC brand or product, November 2019
                                                          • Brands need to cater for a diverse audience
                                                          • Companies and Brands – What You Need to Know

                                                            • Leading brands fare well
                                                              • NPD drives conditioner brands
                                                                • Brands focus on treatments for NPD
                                                                  • Naturalness continues to be important
                                                                    • Leading brands are considered effective
                                                                      • Digital advertising sees an upsurge
                                                                      • Market Share

                                                                        • Leading shampoo brands show value growth
                                                                          • Figure 24: UK retail value sales of women’s mass-market shampoo, by brand, 2018 and 2019
                                                                        • NPD drives conditioner brands
                                                                          • Figure 25: UK retail value sales of women’s mass-market conditioner, by brand, 2018 and 2019
                                                                        • Styling brands lag
                                                                          • Figure 26: UK retail value sales of women’s mass-market styling products, by brand, 2018 and 2019
                                                                      • Launch Activity and Innovation

                                                                        • NPD focuses on care
                                                                          • Figure 27: New product development in the women’s haircare category, by sub-category, 2016-19
                                                                        • Treatments tap into styling benefits
                                                                          • Figure 28: Examples of hair mists with styling benefits, 2019
                                                                        • Conditioners play with formats
                                                                          • Figure 29: Examples of NPD in conditioner formats, 2019
                                                                        • Lack of ‘new’ innovation
                                                                          • Figure 30: New product development in the women’s haircare category, by launch type, 2016-19
                                                                        • New products focus on natural claims
                                                                          • Figure 31: Examples of new women’s haircare products, 2019
                                                                        • Packaging features recyclable claims
                                                                          • Figure 32: Examples of NPD in recyclable packaging in the women’s haircare category, 2019
                                                                        • A fragmented category
                                                                          • Figure 33: New product development in the women’s haircare category, by top ultimate companies and others, 2019
                                                                          • Figure 34: Gallinée soothing cleansing cream, 2019
                                                                        • Diet-related claims see a rise in haircare
                                                                          • Figure 35: Top six fasting growing claims in the women’s haircare category, 2018-19
                                                                        • Sustainability: more than just packaging
                                                                          • Figure 36: Examples of NPD with sustainability claims, 2019
                                                                      • Advertising and Marketing Activity

                                                                        • Digital advertising sees an upsurge
                                                                          • Figure 37: Recorded above-the line, online display and direct mail advertising expenditure on women’s haircare, by media type, 2017-19
                                                                        • P&G and L’Oréal are top spenders
                                                                          • Figure 38: Recorded above-the line, online display and direct mail advertising expenditure on women’s haircare, by top advertisers and others, 2019
                                                                        • Nielsen Ad Intel coverage
                                                                        • Brand Research

                                                                            • Brand map
                                                                              • Figure 39: Attitudes towards and usage of selected brands, February 2020
                                                                            • Key brand metrics
                                                                              • Figure 40: Key metrics for selected brands, February 2020
                                                                            • Brand attitudes: Pantene and Shockwaves are trusted
                                                                              • Figure 41: Attitudes, by brand, February 2020
                                                                            • Brand personality: Higher priced brands have an exclusive image
                                                                              • Figure 42: Brand personality – macro image, February 2020
                                                                            • Pantene and Elnett are effective
                                                                              • Figure 43: Brand personality – micro image, February 2020
                                                                            • Brand analysis
                                                                              • Aussie is considered fun
                                                                                • Figure 44: User profile of Aussie, February 2020
                                                                              • TRESemmé has an ethical image
                                                                                • Figure 45: User profile of TRESemmé, February 2020
                                                                              • John Frieda is indulgent
                                                                                • Figure 46: User profile of John Frieda, February 2020
                                                                              • Pantene is accessible
                                                                                • Figure 47: User profile of Pantene, February 2020
                                                                              • Elnett is high quality
                                                                                • Figure 48: User profile of Elnett, February 2020
                                                                              • Alberto Balsam is value for money
                                                                                • Figure 49: User profile of Alberto Balsam, February 2020
                                                                              • VO5 targets young women
                                                                                • Figure 50: User profile of VO5, February 2020
                                                                              • Shockwaves is quirky
                                                                                • Figure 51: User profile of Shockwaves, February 2020
                                                                            • The Consumer – What You Need to Know

                                                                              • Overall usage shows little change
                                                                                • Women favour a less is more approach
                                                                                  • Extending the ‘dry’ segment could have opportunities
                                                                                    • Older women want volume
                                                                                      • Hormonal haircare could resonate
                                                                                        • Routines need to be quick
                                                                                          • Price is the biggest purchase driver
                                                                                          • Usage of Haircare and Styling Products

                                                                                            • Usage of haircare shows little change
                                                                                              • Figure 52: Usage of haircare products, December 2019
                                                                                            • Scalp care remains an untapped opportunity
                                                                                              • Hair spray falls from favour
                                                                                                • Figure 53: Usage of hair styling products, December 2019
                                                                                            • Haircare Behaviours

                                                                                              • Doing less for more
                                                                                                • Figure 54: Haircare behaviours, December 2019
                                                                                              • Targeting shampoo for different occasions
                                                                                                • Widen the ‘dry’ segment
                                                                                                  • Taking shortcuts to natural/organic
                                                                                                    • Caring from the inside-out
                                                                                                      • Figure 55: Berry flavour beauty gummy, 2020
                                                                                                  • Hair Concerns

                                                                                                    • Styling should target volume concerns
                                                                                                      • Figure 56: Hair concerns, December 2019
                                                                                                    • It’s time for hormonal haircare
                                                                                                      • Figure 57: Frizz and dryness as a hair concerns, by age, December 2019
                                                                                                    • Menopausal haircare could resonate with over-55s
                                                                                                      • Segment haircare by length
                                                                                                        • Is styling making it worse?
                                                                                                          • It’s me not you
                                                                                                          • Factors Important in Haircare

                                                                                                            • Routines need to be quick
                                                                                                              • Figure 58: Important factors for haircare/styling routines, December 2019
                                                                                                            • Styling needs care
                                                                                                              • Clean it up
                                                                                                                • If the price is right
                                                                                                                  • Health is essential
                                                                                                                    • Figure 59: Important factors for haircare/styling products, December 2019
                                                                                                                  • Styling should cleanse
                                                                                                                    • Ease is essential
                                                                                                                    • Purchase of Haircare Products

                                                                                                                      • It’s all about the money
                                                                                                                        • Figure 60: Haircare purchase factors, December 2019
                                                                                                                      • Older women want quality
                                                                                                                        • Ethical concerns are important to the youth
                                                                                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                            • Abbreviations
                                                                                                                              • Consumer research methodology
                                                                                                                                • Forecast methodology

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