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WOMENS HAIRCARE-UK-MARCH 2018

Published By :

Mintel

Published Date : Mar 2018

Category :

Hair Care

No. of Pages : N/A

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.

Table of Contents

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

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