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MENS HAIRCARE-UK-MARCH 2018

Published By :

Mintel

Published Date : Mar 2018

Category :

Hair Care

No. of Pages : N/A

The men’s mass-market haircare category has continued to see value growth in 2017 as men show increased use of specialised products such as hair and scalp treatments, suggesting further opportunities for NPD. With the majority of men buying their own haircare products, engaging men in retail environments remains important, particularly as online retailers innovate in ways to attract this demographic.

Table of contents
OVERVIEW
What you need to know
Products covered in this Report
EXECUTIVE SUMMARY
The market
Continued growth in value in 2017
Figure 1: Best- and worst-case forecast for the UK value sales of men’s haircare*, 2012-22
Companies and brands
Decline in NPD
Figure 2: New product development in the men’s haircare category, by launch type, 2014-17
A fragmented sector
Figure 3: New product development in the men’s haircare category by top ultimate companies and other, 2017
The consumer
Shampoo continues to be a BPC staple
Figure 4: Usage of haircare products, December 2017
Lack of need drives down usage
Figure 5: Reasons for non/low usage of haircare products, December 2017
Most men buy their own haircare products
Figure 6: Purchase of haircare products, December 2017
Bricks and mortar is more popular than online
Figure 7: Places of purchase of haircare products, December 2017
Help needed
Figure 8: Reasons for not buying some/all haircare, December 2017
Ethical considerations are important
Figure 9: Important attributes for a men’s haircare brand, December 2017
What we think
ISSUES AND INSIGHTS
Little encouragement for men to trade up
The facts
The implications
Ethics are important to men
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Value growth in 2017
Treatments see a significant rise in value
Convenience and price drive grocery multiples
Speedy products likely to have more appeal in future
Subscription services could have opportunities
Men are buying natural/organic
Sampling is important
MARKET SIZE AND FORECAST
Continued growth in 2017
Figure 10: UK retail value sales of men’s haircare*, at current and constant prices, 2012-22
Slow and steady growth going forward
Figure 11: Best- and worst-case forecast for the UK value sales of men’s haircare*, 2012-22
Forecast methodology
MARKET SEGMENTATION
Treatments see a significant rise
Figure 12: UK retail value sales for men’s haircare*, by segment, 2016-17 (est)
CHANNELS TO MARKET
Men favour ease and low price when shopping
Figure 13: UK retail value sales for men’s haircare*, by retail channel, 2016-17 (est)
‘Other’ channels boosted by online sales
MARKET DRIVERS
Rise in professionals may drive need for speed
Figure 14: Trends in the age structure of the male UK population, 2012-22
Brexit unlikely to impact the sector significantly
Figure 15: Changes in household finances, January 2015 - September 2017
Price and convenience are important to men
Figure 16: Important factors when buying beauty and personal care products, by men, October 2017
Men show interest in subscription services
Figure 17: Interest in online innovations, by men, October 2017
Men are buying natural/organic
Figure 18: Reasons for purchasing natural/organic toiletries, by men, September 2017
Try-before-you-buy is important
Figure 19: Attitudes towards beauty online, by men, July 2017
Men’s hair trends in 2017
Figure 20: Agreement with visiting a salon/barber in the last three months, December 2017
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Decline in NPD as focus is on range extensions
Styling saw an increase in focus
Botanical and ethical claims see a rise
Advertising spend saw a sharp rise
TV dominates advertising spend
Natural positioning drives ethical image
LAUNCH ACTIVITY AND INNOVATION
Decline in overall NPD
Figure 21: New product development in the men’s haircare category, by launch type, 2014-17
Styling increases in focus
Figure 22: New product development in the men’s haircare category, by product type, 2014-17
A fragmented sector
Figure 23: New product development in the men’s haircare category by top ultimate companies and other, 2017
Botanical and ethical claims see a rise
Figure 24: Top five positioning claims by percentage point change in the men’s haircare market, 2016-17
ADVERTISING AND MARKETING ACTIVITY
Advertising spend sees a jump
Figure 25: Total recorded above-the-line, online display and direct mail advertising expenditure on men’s haircare products, 2014-17
Investment in TV increases
Figure 26: Recorded above-the-line, online display and direct mail advertising expenditure on men’s haircare products, by media type, 2016-17
Nielsen Ad Intel coverage
BRAND RESEARCH
Brand map
Figure 27: Attitudes towards and usage of selected brands, January 2018
Key brand metrics
Figure 28: Key metrics for selected brands, January 2018
Brand attitudes: Kiehl’s premium positioning is justified
Figure 29: Attitudes, by brand, January 2018
Brand personality: Head & Shoulders’ wide availability drives accessibility image
Figure 30: Brand personality – macro image, January 2018
Aveda Men is considered youthful
Figure 31: Brand personality – micro image, January 2018
Brand analysis
Aveda Men ethical image driven by natural positioning
Figure 32: User profile of Aveda Men, January 2018
Head & Shoulders has an expert image
Figure 33: User profile of Head & Shoulders, January 2018
Kiehl’s has a premium positioning
Figure 34: User profile of Kiehl’s, January 2018
Alpecin is differentiated
Figure 35: User profile of Alpecin, January 2018
THE CONSUMER – WHAT YOU NEED TO KNOW
Usage of haircare products sees a rise
Dry shampoo opportunities amongst younger men
Adopting informal appearances
Time and expense drive down use in younger men
The majority of men buy their own products
Supermarkets are the most favoured destination
Ease is important
USAGE OF HAIRCARE PRODUCTS
Rise in usage of haircare products
Figure 36: Overall usage of haircare products, January 2016, November 2016 and December 2017
Shampoo is a daily essential
Figure 37: Usage of haircare products, December 2017
REASONS FOR LOW USAGE OF HAIRCARE PRODUCTS
Who needs haircare?
Figure 38: Reasons for non/low usage of haircare products, December 2017
Confidence in appearance
Young men worried about expense and time
Figure 39: Agreement with selected statements about not using some/all haircare products, by age, December 2017
PURCHASE OF HAIRCARE PRODUCTS
Majority buy their own products
Figure 40: Purchase of haircare products, December 2017
Bricks and mortar is more popular than online …
Figure 41: Places of purchase of haircare products, December 2017
… however online retailers are innovating
Help needed
Figure 42: Reasons for not buying some/all haircare, December 2017
IMPORTANT BRAND ATTRIBUTES
Ease is important
Figure 43: Important attributes for a men’s haircare brand, December 2017
Men care about cruelty
Need for proof
Important to recognise a brand
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
Forecast methodology

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