Market Research Logo

Hair Colourants - UK - January 2016

Hair Colourants - UK - January 2016

“Temporary hair colour products continue to show growth in the category, as consumers consider them less damaging to hair and easier to experiment with. Growth opportunities exist in personalisation, with high interest in products tailored for hair colour and type, as well as products specifically for men. Men have shown greater willingness to spend more in the category, suggesting that focusing on men’s hair colour could give the category a much-needed boost.”

– Roshida Khanom, Senior Personal Care Analyst

This report examines the following issues:

Permanent continues to decline

Personalisation could add value to the category

Growth opportunities in men’s hair colour


OVERVIEW
What you need to know
Products covered in this report
Excluded
EXECUTIVE SUMMARY
The market continues to decline
Figure 1: Best- and worst-case forecast of UK value sales of hair colourants, 2010-20
Reduced advertising spend
Figure 2: Recorded above-the-line, online display and direct mail total advertising expenditure on hair colourants, by quarterly spend, 2012-15
Men lag behind on usage…
Figure 3: Usage of hair colourants in the past 12 months, by gender, October 2015
…but are experimenting with expensive brands
Figure 4: Shopping behaviours, by gender, October 2015
Experimentation and damage control may be driving temporary colour
Figure 5: Attitudes to types of hair colourant, October 2015
Low priced products are good enough
Figure 6: Attitudes towards shopping for home hair colourants, October 2015
Interest in greater guidance
Figure 7: Interest in products/services to aid the shopping experience, October 2015
What we think
ISSUES AND INSIGHTS
Permanent continues to decline
The facts
The implications
Personalisation could add value to the category
The facts
The implications
Growth opportunities in men’s hair colour
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
A category declining in value
Temporary colour segment booms
Search for low price drives discounters and multiple grocers
Rise in 25-44s could boost the market
2015 colouring trends
MARKET SIZE AND FORECAST
Discount retailers hampering value growth
Figure 8: UK retail value sales of hair colourants, at current and constant prices, 2010-20
A category in decline
Figure 9: Best- and worst-case forecast of UK value sales of hair colourants, 2010-20
SEGMENT PERFORMANCE
Temporary colour continues to boom
Figure 10: UK retail value sales of hair colourants, 2014-15
Permanent segment suffers from lack of investment
CHANNELS TO MARKET
Price drives discount retailers and multiple grocers
Figure 11: UK retail value sales of hair colourants, 2014-15
Experimentation boosts online channel
Figure 12: ‘Latest Finds’ display, Boots London Fleet Street store, May 2014
MARKET DRIVERS
Grey is an issue after 25
Figure 13: Trends in the age structure of the UK population, by gender, 2010-20
Making colouring fashionable for older people
Figure 14: Interest in trying hair beauty trends amongst those who have not already tried them, by age, September 2015
Seeking low prices
Figure 15: Trends in financial situation, October 2011 and October 2015
Young people are visiting salons
Figure 16: Frequency of in-salon all-over hair colouring (women only), June 2015
Bold colouring trends
Figure 17: Grey hair look, 2015
Reinvigorating old shades
Figure 18: Bronde hair look, 2015
KEY PLAYERS – WHAT YOU NEED TO KNOW
Most trusted brands are the most used…
…whilst brands that focus on daring colours have limited appeal
Advertising sees decline in spend
Innovation in temporary colour
Own-label holds its own against brands
BRAND RESEARCH
Brand map
Figure 19: Attitudes towards and usage of selected hair colourant brands, November 2015
Key brand metrics
Figure 20: Key metrics for selected hair colourant brands, November 2015
Brand attitudes: John Frieda and Bumble and bumble. have strongest premium images
Figure 21: Attitudes, by hair colourant brand, November 2015
Brand personality: Just for Men struggles to create upbeat connotations
Figure 22: Brand personality – Macro image, November 2015
BLEACH London and Schwarzkopf Live Color XXL share youthful and quirky images
Figure 23: Brand personality – Micro image, November 2015
Brand analysis
John Frieda is seen as high quality and glamorous
Figure 24: User profile of John Frieda, November 2015
L’Oréal Casting Crème Gloss combines accessibility with perception of expertise
Figure 25: User profile of L’Oréal Casting Crème Gloss, November 2015
Schwarzkopf Live Color XXL’s range of colours ensures a youthful and quirky image
Figure 26: User profile of Schwarzkopf Live Color XXL, November 2015
Just for Men has a high profile but is more likely to be seen as boring and tired than other brands
Figure 27: User profile of Just for Men, November 2015
Bumble and bumble. has the least accessible image, but a fifth consider it worth paying more for
Figure 28: User profile of Bumble and bumble., November 2015
BLEACH London has a low profile, but range of colours ensures that it stands out more than more established brands
Figure 29: User profile of BLEACH London, November 2015
BRAND COMMUNICATION AND PROMOTION
Festive season presents advertising opportunities
Figure 30: Recorded above-the-line, online display and direct mail total advertising expenditure on hair colourants, by quarterly spend, 2012-15
P&G and L’Oréal lead advertising spend
Figure 31: Recorded above-the-line, online display and direct mail total advertising expenditure on hair colourants, by top spending companies, 2014-15
Controversial campaigns
Consumer as influencer
Coverage/methodology clarification
LAUNCH ACTIVITY AND INNOVATION
P&G brings salon into the home
Figure 32: New product development in the hair colourants category, by top ultimate companies, 2015
Decline in launch activity
Figure 33: New product launches in the hair colourants category, by launch type, 2012-15
Temporary products see innovation…
Figure 34: Examples of new temporary colour product innovations, January-November 2015
…influencing positioning claims for colourants
Figure 35: Top claims in the hair colourants category by 2014, 2012-15
Figure 36: Examples of products featuring time/speed claims, January-November 2015
Vitamin claims show a decline
MARKET SHARE
Brands show decline in value
Figure 37: Brand shares in hair colourants category, years ending September, 2014 and 2015
THE CONSUMER – WHAT YOU NEED TO KNOW
Men offer growth opportunities
Social colouring
Overall usage sees a decline
In-store shopping is preferred…
…however in-store advice could boost the category
USAGE OF HAIR COLOURANTS
Men are not colouring as much as women
Figure 38: Usage of hair colourants in the past 12 months, by gender, October 2015
Motivation amongst men may be different
Figure 39: Usage of home hair colourants in the past 12 months, by gender and age, October 2015
Social colouring
Figure 40: Colouring on oneself vs coloured by someone else at home in the past 12 months, by age, October 2015
Overall usage is declining
Figure 41: Trends in usage of hair colourants compared with 12 months ago, October 2015
Biggest difference coming from the highest users
Figure 42: Trends in usage of selected hair colourants, by age, October 2015
Growth in middle-aged users
Figure 43: Trends in usage of permanent hair dye products, by age, October 2015
ATTITUDES TO TYPES OF HAIR COLOURANT
Damage concern
Figure 44: Attitudes to types of hair colourant, October 2015
Natural brands should focus on colour
Permanent colour makes experimentation difficult
More help with part colouring techniques
SHOPPING FOR HAIR COLOURANTS
Men are less likely to buy for themselves
Figure 45: Purchase of home hair colourants, by gender, October 2015
Women shop in-store, men prefer online
Figure 46: Places of purchase of home hair colourants, by gender, October 2015
Supermarkets driving in-store purchases
Figure 47: Places of purchase of home hair colourants, October 2015
Specialised products are purchased online
Figure 48: Places of purchase of home hair colourants, by product used, October 2015
Men are less brand loyal but more experimental
Figure 49: Shopping behaviours, by gender, October 2015
Men are worried about damage
Figure 50: Attitudes towards shopping for home hair colourants, October 2015
Low priced products offering value for money
Figure 51: Agreement with lower priced brands being just as good as expensive brands, by age, October 2015
INNOVATION OPPORTUNITIES FOR THE SHOPPING EXPERIENCE
Advice and guidance is important
Figure 52: Interest in products/services to aid the shopping experience, by gender, October 2015
Men want better instructions
Figure 53: Interest in innovations with more information, by gender, October 2015
Personalisation opportunities
Figure 54: Interest in other innovations, by gender, October 2015
Men are interested in ethnic diversity
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Data sources
Abbreviations
Fan chart forecast
Brand research
Brand map
Correspondence analysis

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook

Share this report