Countries covered: United States
|
|
 |
The $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.
Related Reports:
Snapshots UK Conditioner 2009
Personal Hygiene in Hong Kong
Haircare in Hong Kong
Personal Hygiene in New Zealand
Haircare in New Zealand
Hair Care Services
Haircare - Top 5 Emerging Markets Industry Guide
Haircare - Scandinavia Industry Guide
Haircare - North America (NAFTA) Industry Guide
Haircare - Global Group of Eight (G8) Industry Guide
|
(0 items)
