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Hair Colourants - UK - April 2017

Published By :

Mintel

Published Date : Apr 2017

Category :

Hair Care

No. of Pages : N/A

The hair colourants category has fluctuated in value in recent years as temporary colour products, which are typically priced lower than permanent products, continue to boom in popularity. Consumers are also showing a more relaxed approach to colouring, with colourant users extending the longevity of their colour as well as only targeting specific areas of their hair, such as the roots or areas of grey. With consumer attitudes showing an acceptability of some grey hair, there may be NPD opportunities in shade formulations for different levels of colour coverage to encourage users back into the permanent sector.

Table of Content

OVERVIEW
What you need to know
Products covered in this Report
Excluded

EXECUTIVE SUMMARY
The market
A fluctuating market
Figure 1: Best- and worst-case forecast of UK value sales of hair colourants, 2011-21
Companies and brands
Bright shades spark sales of vibrant brands
Figure 2: Brand shares in hair colourants, year ending February 2017
Launch activity sees a rise
Figure 3: New product launches in hair colourants, by launch type, January 2014-March 2017
The consumer
Home colouring sees a rise
Figure 4: Usage of hair colourants in the past 12 months, October 2015 and January 2017
Usage of permanent colour products sees little change
Figure 5: Trends in usage of hair colourants compared with 12 months ago, January 2017
Hair colourers are extending their colour
Figure 6: Hair colouring behaviours in the last 12 months, January 2017
Ammonia and peroxide are associated with damage
Figure 7: Factors indicating a hair colourant product is less damaging, January 2017
Some grey is acceptable
Figure 8: Attitudes towards colouring hair, January 2017
What we think

ISSUES AND INSIGHTS
Temporary products continue to boom
The facts
The implications
Changing behaviours impacting colouring frequency
The facts
The implications

THE MARKET – WHAT YOU NEED TO KNOW
A fluctuating market
Temporary colour continues to grow in value
Savvy shopping behaviours drive where people buy
Positioning part colouring techniques to a greying population
Damage concern may be impacting colouring frequency
Using ingredients to drive value

MARKET SIZE AND FORECAST
A fluctuating market
Figure 9: UK retail value sales of hair colourants, at current and constant prices, 2011-21
Slow growth predicted
Figure 10: Best- and worst-case forecast of UK value sales of hair colourants, 2011-21
Forecast methodology

MARKET SEGMENTATION
Temporary colour continues to boom
Figure 11: UK retail value sales of hair colours by segment, 2015-16
Permanent products fall in favour

CHANNELS TO MARKET
Savvy shopping drives groceries and discounters
Figure 12: UK retail value sales of hair colourants, by retail channel, 2015-16
Boosting frequency of purchase via the online channel
MARKET DRIVERS
A greying population
Figure 13: Trends in the age structure of the UK population, 2011-21
Damage concern is high
Figure 14: Reasons for changes to haircare/styling routines, December 2016
Men want specific solutions
Figure 15: Attitudes towards haircare, November 2016
Relaxing routines
Figure 16: Attitudes towards appearance, December 2016
Using ingredients to drive value

COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Bright colours favour some brands
2016 sees rise in NPD
Own-label sees innovation
Promoting fun through colour
Advertising spend declines
L’Oréal maintains an engaging image

MARKET SHARE
Creative colour sparks value sales
Figure 17: Brand shares in hair colourants, years ending February, 2016 and 2017

LAUNCH ACTIVITY AND INNOVATION
Permanent colour brands focus on relaunches
Figure 18: New product launches in hair colourants, by launch type, January 2014-March 2017
Own-label NPD in 2016
Figure 19: New product launches in hair colourants, by top ultimate companies, 2016
Colour touch-ups see innovation in 2016
Figure 20: Examples of colour touch-up launches, 2016
Appealing to the fun side of colouring
Colour gets technical
Environmentally-friendly packaging claims see the biggest rise
Figure 21: Top ten fastest growing claims in the hair colourants sector, 2015-16
Promoting a playful image with social media claims
Allaying damage concerns with ingredients

ADVERTISING AND MARKETING ACTIVITY
Advertising spend shows decline
Figure 22: Total above-the line, online display and direct mail advertising expenditure on hair colourants by media type, January 2014-March 2017
Coty leads advertising spend
Figure 23: Total above-the line, online display and direct mail advertising expenditure on hair colourants by top spending companies in 2016, 2015-16
L’Oréal uses influencers
Nielsen Ad Intel coverage

BRAND RESEARCH
Brand map
Figure 24: Attitudes towards and usage of selected brands, February 2017
Key brand metrics
Figure 25: Key metrics for selected brands, February 2017
Brand attitudes: Nice’n Easy lacks a clear brand positioning
Figure 26: Attitudes, by brand, February 2017
Brand personality: L’Oréal Magic Retouch has a fun image
Figure 27: Brand personality – macro image, February 2017
Garnier Olia is youthful
Figure 28: Brand personality – micro image, February 2017
L’Oréal Excellence has an engaging image
Figure 29: User profile of L’Oréal Excellence, February 2017
Garnier Olia has a strong brand positioning
Figure 30: User profile of Garnier Olia, February 2017
Clairol Nice’n Easy lacks differentiation
Figure 31: User profile of Clairol Nice ‘n Easy, February 2017
L’Oréal Magic Retouch is innovative
Figure 32: User profile of L’Oréal Magic Retouch, February 2017
Vidal Sassoon is associated with quality
Figure 33: User profile of Vidal Sassoon, February 2017
Product recalls impact Bigen brand image
Figure 34: User profile of Bigen, February 2017

THE CONSUMER – WHAT YOU NEED TO KNOW
Colouring is on the rise
Usage of colour boosting products is on the rise
Experimentation is high

USAGE OF HAIR COLOURANTS
Colouring is on the rise
Figure 35: Usage of hair colourants in the past 12 months, October 2015 and January 2017
Higher engagement amongst men
Figure 36: Home hair colouring in the past 12 months by gender, October 2015 and January 2017
Permanent colour usage shows little change
Figure 37: Trends in usage of hair colourants compared with 12 months ago, January 2017
Men are entering the temporary colour segment
Figure 38: Any usage of selected colourant products amongst men, October 2015 and January 2016
Extending colour longevity
Figure 39: Increased usage of colour boosting methods compared with 12 months ago, October 2015 and January 2017

HAIR COLOURING BEHAVIOURS
Extending colour for longer
Figure 40: Hair colouring behaviours in the last 12 months, January 2017
Experimentation is high
Figure 41: Change in hair colour and using bright/vibrant shades last 12 months, by age, January 2017
25-34s have experimented more with format
Figure 42: Trial of different format types and alternatives to colouring last 12 months, by age, January 2017
All-over colour not that important

INDICATORS OF LOW DAMAGE
Ammonia and peroxide cause damage
Figure 43: Factors indicating a hair colourant product is less damaging, January 2017
Natural oils are a higher indicator than botanical/herbal ingredients
Older people look for expert approval

ATTITUDES TOWARDS HAIR COLOURING
Grey is OK
Figure 44: Attitudes towards colouring hair, January 2017
Regular hair colour usage is damaging
Figure 45: Attitudes towards colouring hair, by gender, January 2017
Some products are more damaging than others

APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
Forecast methodology

List of Table

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