The Mexican Professional Haircare Market 2009
Diagonal Reports Ltd.
December 1, 2009 69 Pages - SKU: DIAG2651337
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Countries covered: Mexico
Hair colouring services sustain salon sales in recession-hit Mexican salons
Economic downturn has concentrated minds on the price/quality ratio for both consumers (services) and salons (products)
Pressure for lower prices may alter the brand status quo. Demand for lower priced but quality haircare products in salons helps some gain market share
High growth rates, which had characterised the Mexican professional haircare market for almost a decade, abruptly ended with the recession of 2008. With no improvement in consumer spending expected for a few years, salons in Mexico must improve their hair and beauty service offerings in order to maintain or increase sales.
The economic downturn has made consumers become more demanding over the past two years. Mexican women who use upmarket salons now expect to receive above average haircare services when they pay above average prices. The salon sector in Mexico expects a general shake-out and has identified investment in staff training as key to meeting consumers' higher standards.
Colour services were the main growth driver in the Mexican salon channel in the decade up to 2007/08. Given the sharpness of the downturn, salons have been pleasantly surprised by the resilient demand for hair colouring compared, for example, to sales of beauty treatments which have suffered more.
Hair colouring remains the single largest salon category in Mexico. Colouring consumers buy not only the most expensive salon service (colour), but they are the core consumers of retail lines, particularly the more expensive shampoos, conditioners, and styling products in salons. As one salon manager in Mexico explained, “Clients spend up to five times more on some colouring services and products than on one haircut “
Best performing salons maintain demand and client loyalty by offering quality colouring treatments that clients are not able to do for themselves at home. A salon manager in Mexico city interviewed by Diagonal Reports noted, “Colour has been constant because colour clients are the most fashion conscious”
The haircolouring market has been the preserve of a handful of companies which traditionally dominated the colour category, accounting for almost all sales. These established but higher priced market leaders are now more vulnerable in an economic environment, where the rules have changed. Salon managers and their clients have never been as price conscious and these companies could lose out to other brands that offer a better quality / price ratio.
Demand for lower priced but quality professional lines has benefited smaller operators at both the top and budget end of the professional haircare market. A product supplier with significant market share in segment C type salons in Mexico reported “The recession has been a positive for us as salons turned to less expensive brands”
In this new report Professional Hair Care Market Mexico 2009, Diagonal Reports quantifies the value of the salon haircare market (in Mexican pesos) and the number of salons operating in Mexico. It determines demand for styling and colouring services in hair salons in Mexico. The research also focused on salon segmentation, company and brand share in this fragmented market. Findings are based on in-depth discussions conducted with salon experts in Mexico DF, Jalisco and Verocruz during September 2009
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- REPORT STRUCTURE
- SECTION 1 REPORT SUMMARY
- TABLE 1 Market at a glance - Mexico (2009)
- Positives with the negatives
- Best salon category - services and products
- Leading brands
- Currency
- Data sources
- Date of Publication
- SECTION 2 - SALON MARKET SIZE AND TRENDS
- Introduction
- TABLE 2 Salon market size volume and value (2009)
- What is included in counts of salons
- The barber segment
- The formal salon market
- The sector expanded and expanded
- The unlicensed / underdocumented
- How experts estimated market value
- TABLE 3 Salon market (%) value of services and product retail
- TABLE 4 Salon market (%) variations period 2006-2011
- Impact of downturn by market segment
- Forecasts for the salon market (2010 and 2011)
- Historical trends in the salon market
- TABLE 5 Hair salon market revenues in different segments
- TABLE 6 Hair salon market examples prices different segments
- SECTION 3 SALON PRODUCTS MARKET (SIZE, AND CATEGORIES)
- Introduction
- Mexico compared to other markets
- TABLE 7 Salon products market as % of revenues by market segment
- TABLE 8 Salon products market (%) by product category and by salon segment
- Colour category
- Suppliers to salons
- Indirect sales
- Counterfeit and related products
- SECTION 4 SALON PRODUCTS MARKET BRAND SHARE
- Introduction
- Sources identifying brands
- TABLE 9 Market share of the product leaders and others
- TABLE 10 Market leaders (%) brand share (salon segments A and B)
- Variables in brand share by salon segments and geography
- Changes in market share, since 2007
- TABLE 11 Brands gaining market share (5 names)
- Brands noted as sold in salons
- Own label brands
- Scope outside of the most developed markets
- Awareness of Mexican brands in top salons
- TABLE 12 Companies and brands in salon segments C and lower
- Companies and their brands in Segment C
- Sales trends for brands in C salons
- Names hard to trace
- Other Mexican brands
- SECTION 5 SALON PRODUCTS MARKET - BRAND SHARE BY PRODUCT CATEGORY
- Introduction
- TABLE 13 Brands (%) share by product category, colour
- Colouring brands
- Brands gaining in colour in salon segment C
- TABLE 14 Brands (%) share by product category, perming/straighten
- Perming market is fragmented
- TABLE 15 Brands (%) share product category - styling, shampoo and conditioners (S&C)
- TABLE 16 Brands (%) share product category, in-salon retail products
- Retail brands and consumer recognition
- SECTION 6 BRANDS, SALON PURCHASING CRITERIA, AND THEIR ASSESSMENTS OF BRANDS
- TABLE 17 Salons’ brand purchasing criteria
- Quality/price ratio
- Variables by salon segment and geography
- Word of mouth recommendation or marketing?
- Product range / line up
- Stylists habit and brand loyalties
- Distribution as a criterion
- Technical support and professional prestige
- TABLE 18 Salons’ rankings of brands, by price
- Salons’ views of brands (I)
- Salons’ views on brands (II)
- Salons’ views on brands (III)
- Professional prestige
- How brands maintain exclusivity
- SECTION 7 SALON SERVICE MARKET BY CATEGORY (BUSINESS ACTUALITIES)
- Introduction
- TABLE 19 Salon business (%) services and retail
- TABLE 20 Salon business (%) hair services and beauty services
- TABLE 21 Salon business (%) hair services by category
- TABLE 22 Comparison salon revenues by category
- Salon colouring services
- Salon colouring concerns and trends
- What salons said about colouring
- Colouring trends in recession
- Demand for salon perms
- Perm or colour?
- Salons refuse to perm
- Superior alternatives
- Salons and low cost alternatives
- Salon hairstyling business
- Special occasion hairstyling
- Salon retail business, both good and bad
- Colouring consumers are the key to strong retail sales.
- Retail brands backed by marketing or hard to find
- Retail in non hair lines
- Salon beauty services
- TABLE 23 Beauty (spa) services
- Trends in client demand for beauty services in recession
- SECTION 8 SALON STRATEGIES TO SURVIVE THE DOWNTURN
- Introduction
- Price reductions disguised?
- Salons versus manufacturers - who cuts first
- Above average prices requires above average service quality
- Worst affected salon services
- A switch to DIY?
- TABLE 24 Drivers of sales variations in salons
- Positives
- Negatives
- SECTION 9 SALON MARKET STRUCTURE AND SEGMENTATION
- Introduction
- TABLE 25 Salon market (%) licensed and unlicensed
- TABLE 26 Salon market segments (A, B, C) as % of units and revenues
- Segment A salons profiled
- The segment B salons
- The segment C salons
- Segments growing/decreasing?
- Segment criteria / comparisons other countries
- TABLE 27 Salon segments benchmark data (revenues) 49 TABLE 28 Names of salons - segment A (9 examples)
- TABLES 29 Names of salons - segment B (13 examples)
- SECTION 10 SALON PRICING AND PRICES
- Introduction
- Salon pricing variables
- TABLE 30 Salon prices - haircut and colour (segment A)
- TABLE 31 Salon prices - hair services by stylist’s status (segment A)
- TABLE 32 Salon prices - perming (segment A)
- TABLE 33 Salon prices - hair services (examples, segment B)
- Comparison - hair salon spending in USA
- SECTION 11 SALON DATA AND SEGMENTS BY GEOGRAPHY, AND REGULATORY PROPOSALS
- TABLE 34 Salon market data circulated 2008
- Salon distribution by geography
- Areas where segment A salons concentrated
- TABLE 35 Popular locations for leading salon chains
- TABLE 36 Hair salons - estimated numbers in the top states
- TABLE 37 Mexico listing of geographic regions and major cities
- Proposed quality upgrade and the main regulatory bodies
- Impact of standards on salon numbers
- SECTION 12 METHODOLOGY, DATA SOURCES, MARKET AUTHORITIES (GOVERNMENT, INDUSTRY, PROFESSIONAL), ORGANIZATIONS, MAGAZINES, EXPOS)
- Sources consulted
- Expert sample / criteria for choosing experts
- TABLE 38 The expert sample is representative of
- Breadth of experts’ expertise
- Data issues noted by experts
- Data conflict
- Secondary sources consulted
- TABLE 39 Professional and salon trade shows / expos (listing)
- SECTION 13 TERMS AND GLOSSARY, SYMBOLS AND ABBREVIATIONS
- TABLE 40 Selected terms hair related (English/Spanish)
- Symbols
- SECTION 14 COUNTRY DATA
- TABLE 41 Mexico data at a glance
- TABLE 42 Mexican population (%) by ethnic origin
- TABLE 43 Mexico GDP data compared to USA, Canada and Brazil
- TABLE 44 Mexico distribution of monetary income 1994-2006
- INDEX OF COMPANIES, BRANDS, SELECTED PUBLICATIONS, AND ORGANIZATIONS (REGULATORY, TRADE, PROFESSIONAL)
- DIAGONAL REPORTS STATEMENT
- Summary
- Other Beauty, Spa and Wellness Market Reports
- Other Mexican and Latin American Market Reports
- Buy This Report
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