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Published by: Mintel International Group Ltd.
Published: Apr. 1, 2003 - 106 Pages
Table of Contents
Introduction & Abbreviations
Introduction
Other Relevant Reports
Definition
Abbreviations & Terms
Abbreviations
Terms
Executive Summary
A $1.54 Billion Market
Three Segments
Hispanics Most Likely To Use Home Hair Color
Targeting Teens
Targeting Men
L'oréal And Clairol Battle For Top Spot
Advertising Activity
Drug Stores Hold Onto Lead In Retail Distribution
Salon Competition
The Consumer
Positive Factors Contribute To Future Growth
Market Drivers
Appeal Of Hair Color-Demographic Segmentation
The Women's Market
Figure 1 Female Population Projections, By Age, 2000-2010
Men Covering Gray For The Workforce
Figure 2 Male Population Projections, By Age, 2000-2010
Teenagers
Figure 3 Total U.S. Teen Spending, At Current And Constant Prices, 1996-2001
Growing Minority Population
Figure 4 Hispanic Female Population Trends, By Age, 2000-2010
Figure 5 Black Female Population Trends, By Age, 2000-2010
Minority Teenagers And Young Adults
Figure 6 Female Teen And Young Adult Population Trends, By Age, 2000-2010
Diverse Distribution Channels
Market Size & Trends
Figure 7 Total U.S. Retail Sales Of Home Hair Color Products, At Current And Constant Prices, 1997-2002
Market Segmentation
Overview
Figure 8 Fdm Sales Of Home Hair Color, By Type Of Product, 2000 & 2002
Graph 1 Fdm Sales Of Home Hair Color, By Type Of Product, 1997-2002
All-Over Hair Color
Figure 9 Fdm Sales Of All-Over Hair Color, 1997-2002
Men's Hair Color
Figure 10 Fdm Sales Of Men's Hair Color, 1997-2002
Highlighting Hair Color
Figure 11 Fdm Sales Of Highlighting Hair Color, 1997-2002
Supply Structure
Companies And Brands
Figure 12 Fdm Sales Of Home Hair Color Products, By Manufacturer, 2000 & 2002
All-Over Hair Color
Figure 13 Fdm Sales Of All-Over Hair Color Products In The U.S., By Manufacturer, 2000 & 2002
Men's Hair Color
Figure 14 Fdm Sales Of Men's Hair Color Products In The U.S., By Manufacturer, 2000 & 2002
Highlighting Hair Color
Figure 15 Fdm Sales Of Highlighting Hair Color Products In The U.S., By Manufacturer, 2000 & 2002
Leading Companies
L'oréal
Procter & Gamble
Combe, Inc.
Revlon, Inc.
Advertising & Promotion
Introduction
Clairol (Procter & Gamble)
L'oréal
Combe Inc.
Revlon, Inc.
Retail Distribution
Overview
Figure 16 U.S. Retail Sales Of Home Hair Color Products, By Channel, 2000 & 2002
Graph 2 Fdm Sales Of Home Hair Color Products, By Outlet Type, 1997-2002
Drug Stores
Figure 17 U.S. Drug Store Sales Of Home Hair Color Products, 1997-2002
Mass Merchandisers
Figure 18 U.S. Mass Merchandisers Sales Of Home Hair Color Products, 1997-2002
Supermarkets
Figure 19 U.S. Supermarket Sales Of Home Hair Color Products, 1997-2002
The Consumer
Introduction
Home Hair Color Product Usage Among Adults
Overview
Figure 20 Usage Of Home Hair Coloring Products, January-September 2002
Figure 21 Usage Of Home Hair Coloring Products, By Gender, January-September 2002
Women's Usage Of Home Hair Coloring Products
Figure 22 Women's Usage Of Home Hair Coloring Products, By Age, January-September 2002
Figure 23 Women's Usage Of Home Hair Coloring Products, By Household Income, January-September 2002
Figure 24 Women's Usage Of Home Hair Coloring Products, By Race/Ethnicity, January-September 2002
Figure 25 Women's Home Hair Color Product Repertoire, January-September 2002
Men's Usage Of Home Hair Coloring Products
Figure 26 Men's Usage Of Home Hair Coloring Products, By Age, January-September 2002
Figure 27 Men's Usage Of Home Hair Coloring Products, By Race/Ethnicity, January-September 2002
Teenagers' Usage Of Home Hair Color Products
Figure 28 Teen Usage Of Home Hair Color Products, January-September 2002
Usage Of Home Hair Color Products By Teenage Girls
Figure 29 Teen Usage Of Home Hair Color Products, January-September 2002
Figure 30 Teen Usage Of Home Hair Color Products, By Race/Ethnicity, January-September 2002
Frequency Of Usage Of Home Hair Color Products
Overview
Figure 31 Frequency Of Usage Of Home Hair Coloring Products In Past Year, By Gender, January-September 2002
Women's Home Hair Color Product Usage Patterns
Figure 32 Frequency Of Women's Usage Of Home Hair Coloring Products In Past Year, By Age, January-September 2002
Figure 33 Frequency Of Women's Usage Of Home Hair Coloring Products In Past Year, By Race/Ethnicity, January-September 2002
Figure 34 Frequency Of Women's Usage Of Home Hair Coloring Products In Past Year, By Type Of Product Used, January-September 2002
Teens' Home Hair Color Product Usage Patterns
Figure 35 Frequency Of Teen Usage Of Home Hair Coloring Products In The Past Year, January-September 2002
Where Home Hair Color Products Are Purchased
Figure 36 Where Home Hair Color Products Are Purchased, March 2003
Figure 37 Where Home Hair Color Products Are Purchased, By Age, March 2003
Figure 38 Where Home Hair Color Products Are Purchased, By Household Income, March 2003
Teenagers
Figure 39 Where Teens Purchase Home Hair Color Products, March 2003
Figure 40 Where Teens Purchase Home Hair Color Products, By Gender, March 2003
Looking For Advice On Home Hair Color Products
Figure 41 Factors Influencing Choice Of Hair Color Product, March 2003
Figure 42 Factors Influencing Choice Of Hair Color Product, By Gender, March 2003
Figure 43 Factors Influencing Choice Of Hair Color Product, By Age, March 2003
Attitudes Towards Home Hair Color Products
Figure 44 Attitudes Towards Hair Color Products, March 2003
Figure 45 Attitudes Towards Home Hair Color Products, By Age, March 2003
Loyal Brand Users' Purchasing Habits
Figure 46 Brand Loyalty Of Home Hair Color Purchasers Cross-Tabulated With Purchase Venue, March 2003
How Loyal Brand Users Choose Their Products
Figure 47 Brand Loyalty Of Home Hair Color Purchasers Cross-Tabulated With Factors Influencing Purchase, March 2003
Summary
Women
Men
Teenagers
Purchase Patterns
Future & Forecast
Future Trends
Targeting Teenagers
Figure 48 U.S. Population Projections, By Age, 2000-2010
Targeting Men
Growing Minority Populations
Salon Color Vs. Home Color
Market Forecast
Overview
Figure 49 Forecast Of U.S. Retail Sales Of Home Hair Color Products, At Current And Constant Prices, 2002-2007
Graph 3 Forecast Of U.S. Retail Sales Of Home Hair Color Products, At Current And Constant Prices, 2002-2007
Graph 4 Forecast Of U.S. Fdm Sales Of Home Hair Color Products, By Segment, 2002-2007
All-Over Hair Color
Figure 50 Forecast Of U.S. Fdm Sales Of All-Over Hair Color, At Current And Constant Prices, 2002-2007
Men's Hair Color
Figure 51 Forecast Of U.S. Fdm Sales Of Men's Hair Color, At Current And Constant Prices, 2002-2007
Highlighting Hair Color
Figure 52 Forecast Of U.S. Fdm Sales Of Highlighting Hair Color, At Current And Constant Prices, 2002-2007
Forecast Factors
Appendix: Trade Associations
Appendix: New Product Developments
Category Review
Introduction
Summary
Definitions
Launch Activity
Figure 53 Number Of Haircare Products Introductions In The U.S., By Type, 2000-2002
Graph 5 Number Of New Haircare Launches, 2000-2002
Figure 54 Number Of Global Haircare Products Introductions, By Region, 2000-2002, Q1 2003
Product Trends
Product Launches By Company/Brand
Ingredients/Fragrances
Packaging
Forecast/Predictions
New Product Briefs
Natural Desires: Sungirl Lethally Blonde Sun/Heat Activated Highlighter
Combe: Maxim Magazine Haircare From Just For Men Haircolor
Surya Nature: Surya Henna Hair Coloring & Treatment Products
Wella: Johnson Products Gentle Treatment Semi-Permanent Haircolor
L'oréal Usa: L'oréal Excellence Hicolor Permanent Hair Color For Dark Hair
L'oréal Usa: Féria Colour Strands Highlighting Kit Shade Extensions
Revlon: Revlon High Dimension Bleach Blonde Lightening Kit
L'oréal Usa: Matrix Essentials Redlights Color Highlighting System
Color Direct: Funky Stick Semi-Permanent Hair Color
Appendix: Research Methodology
Consumer Research
Sampling & Weighting
Presentation & Definition
Further Analysis
Trade Research
Informal Trade Research
Formal Trade Research
Desk & Internet Research
Sources
Definitions
Forecasts
Appendix: What Is Mintel?
Mintel Publications
Mintel Services
Product Retrieval
Retail Audits
Tailored Research
Global New Products Database
Research Support/Consultancy/Mic
The Mintel Information Centre (Mic)
Pr Research
AbstractThe $1.54 billion home hair color market is dependent on a number of distinct demographic segments. Women, especially Baby Boomers, who use the products to cover their graying hair and to give their appearance a lift, make up the core user group. Ethnic women of all ages-Hispanics, Asians and blacks who have discovered that they do not have to keep to stereotypical hair color ranges, but can freely experiment with a broad range of options are also contributing to sales. Teenagers, both male and female, who use hair coloring as a form of self-expression and a way of emulating their entertainment and media idols, are using more hair color products. But it is the growing segment of male hair color users, some of whom are discovering a "gray ceiling" vis-à-vis job promotion and have therefore opted to join their female counterparts and cover their gray hair, who make men's hair color the fastest growing segment.
Home hair color products may be considered a discretionary expense, and therefore may be subject to the market forces that determine spending on such products-a softening economy would suggest that such nonessential expenses would be reduced. But hair color is an important image statement for both men and women, and the desire to look good may lead all but the most economically challenged to continue to color their hair. Since home hair color products, which run from about $7 per application to a high of $25 (for premium products just being launched by major manufacturers), are considerably less expensive than salon equivalents (average price of about $50 per visit), home hair color sales may actually increase in a weaker economy as more consumers trade the salon for at-home products. As Mintel's exclusive market research demonstrates, home hair color purchase decisions are not price driven, suggesting that buyers of these products are looking for quality products that are recommended by others as delivering specific results, regardless of price.
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