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Home Hair Color - US - February 2015

Home Hair Color - US - February 2015

"Sales of home hair color remain stagnant, as consumers are increasingly reliant on the salon for hair coloring services. Still, growth opportunities exist in the more than $2 billion category, including hair color products that promote hair health and salon-quality results. Focusing on relatively untapped demographics, such as men and older adults, could also yield solid results."

- Shannon Romanowski, Senior Beauty & Personal Care Analyst

This report covers the following areas:

Category sales are stagnant
Salon market is impacting growth of home hair color
Concerns about results, hair damage


OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
The issues
FIGURE 1: TOTAL US SALES AND FAN CHART FORECAST OF HOME HAIR COLOR, AT CURRENT PRICES, 2009-19
FIGURE 2: TYPES OF HAIR COLORING SERVICES DONE, NOVEMBER 2014
The opportunities
FIGURE 3: ATTITUDES TOWARD HAIR DAMAGE AND RESULTS, NOVEMBER 2014
FIGURE 4: SPENT MORE TIME ON HAIR COLORING, BY GENDER, NOVEMBER 2014
What it means
FIGURE 5: ANY INTEREST IN HEALTHY HAIR CONCEPTS, NOVEMBER 2014
FIGURE 6: SELECT ATTITUDES TOWARD HAIR COLORING AND ANY INTEREST IN ANTI-AGING HAIR COLOR, NOVEMBER 2014
THE MARKET
What you need to know
Market Size and Forecast
FIGURE 7: TOTAL US SALES AND FAN CHART FORECAST OF HOME HAIR COLOR, AT CURRENT PRICES, 2009-19
Market Perspective
FIGURE 8: TOTAL US SALES AND FORECAST OF HOME HAIR COLOR, AT CURRENT PRICES, 2009-19
FIGURE 9: SALES OF HAIRCARE, BY SEGMENT, 2011 AND 2013
Market Factors
FIGURE 10: MALE POPULATION BY AGE, 2009-19
FIGURE 11: POPULATION BY RACE AND HISPANIC ORIGIN, PERCENT CHANGE 2014-19
FIGURE 12: SELECT FUNCTIONAL AND NATURAL HOME HAIR COLOR CLAIMS, BY SHARE, 2013 AND 2014
KEY PLAYERS
What you need to know
Manufacturer Sales of Home Hair Color
FIGURE 13: MANUFACTURER SALES OF HOME HAIR COLOR, 2013 AND 2014
What’s Working?
FIGURE 14: MULO SALES OF CLAIROL EXPERT COLLECTION AGE DEFY, 52 WEEKS ENDING NOV. 2, 2014
FIGURE 15: MULO SALES OF CLAIROL NICE N’ EASY ROOT TOUCH-UP, 52 WEEKS ENDING NOV. 2, 2014
What’s Struggling?
What’s Next?
FIGURE 16: MULO SALES OF SELECT TEMPORARY HAIR COLOR PRODUCTS, 2013 AND 2014
FIGURE 17: MULO SALES OF SELECT HIGHLIGHTING PRODUCTS, 2013 AND 2014
THE CONSUMER
What you need to know
Permanent hair color most common service
FIGURE 18: TYPES OF HAIR COLORING SERVICES DONE, NOVEMBER 2014
The home hair color consumer
FIGURE 19: USE OF HOME HAIR COLORING PRODUCTS, BY GENDER, AUGUST 2013-SEPTEMBER 2014
The salon hair color consumer
Despite decreased usage, frequency of home hair coloring increases with age
Most adults have some grays
FIGURE 22: ANY TYPE OF HAIR COLOR SERVICE, BY LEVEL OF GRAY, NOVEMBER 2014
Darker hair colors most prevalent among adults
FIGURE 21: LEVEL OF GRAY AND HAIR COLOR, NOVEMBER 2014
Men spending more time in the category
FIGURE 23: SPENT MORE TIME ON HAIR COLORING, BY GENDER, NOVEMBER 2014
Shade selection is important, though gender reveals differences in how people shop the category
FIGURE 24: PURCHASE INFLUENCERS, ANY RANK, NOVEMBER 2014
Women interested in hair health, men looking for customization
FIGURE 25: INTEREST IN NEW PRODUCTS AND BENEFITS, NOVEMBER 2014
FIGURE 26: ANY INTEREST IN SELECT NEW PRODUCTS AND BENEFITS, BY GENDER, NOVEMBER 2014
Looking younger is a key motivator for coloring hair
Opportunity for products, information that simplifies hair coloring process
FIGURE 27: SELECT ATTITUDES TOWARD HAIR COLORING, BY GENDER, NOVEMBER 2014
Data sources
Abbreviations and terms
APPENDIX
FIGURE 28: TOTAL US SALES AND FORECAST OF HOME HAIR COLOR, AT INFLATION-ADJUSTED PRICES, 2009-19
FIGURE 29: TOTAL US RETAIL SALES OF HOME HAIR COLOR, BY CHANNEL, AT CURRENT PRICES, 2012 AND 2014
FIGURE 30: CHANGES IN DPI (DISPOSABLE PERSONAL INCOME), 2007-14
FIGURE 31: THOMSON REUTERS/UNIVERSITY OF MICHIGAN INDEX OF CONSUMER SENTIMENT, 2007-14
RESEARCH METHODOLOGY
Consumer research
Social Media Research
Trade research
Statistical Forecasting

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