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Men's Haircare - UK - April 2016

Men's Haircare - UK - April 2016

“At a total level the men’s haircare market has struggled to maintain sales growth, due to the availability of products at reduced prices. This has particularly affected the shampoo segment, where low innovation fails to tempt men to spend more. The fashion for men to have longer hair however has seen treatments grow at a faster pace, and conditioners take the focus of NPD as young men embark on expanding product repertoires.”

– Charlotte Libby, Senior Beauty Analyst

This report examines the following areas:

Fashion for long hair set to boost conditioners
Scalp treatments hold opportunity
The return of the barber brands


OVERVIEW
What you need to know
Products covered in this report
EXECUTIVE SUMMARY
The market
Figure 1: Best- and worst-case forecast for UK retail value sales of men’s haircare products, 2010-20
Companies and brands
Figure 2: New product development in the men’s haircare market, by launch type, 2013-15
Figure 3: New product development in the men’s haircare market, by share of ultimate company, 2015
The consumer
Figure 4: Frequency of using haircare products, January 2016
Figure 5: Reasons for using conditioner and treatments, January 2016
Figure 6: Attitudes towards styling in the day, January 2016
Figure 7: Attitudes towards haircare, January 2016
What we think
Figure 8: Behaviours towards buying haircare products, January 2016
ISSUES & INSIGHTS
Fashion for long hair set to boost conditioners
Scalp treatments hold opportunity
The return of the barber brands
THE MARKET
What you need to know
Growth slows in the men’s haircare market
Shampoo sales fall
Treatments gain traction
Rise of new channels
User base set to shrink
Fashion trends influencing hairstyle
Market size and forecast
Growth slows in the men’s haircare market
Figure 9: UK retail value sales of men’s haircare, at current and constant prices, 2010-20
NPD will lift the market after 2017
Figure 10: Best- and worst-case forecast for UK retail value sales of men’s haircare products, 2010-20
Market segmentation
Shampoo sales fall
Figure 11: Retail value sales of men’s haircare products, by product type, 2014-15
Treatments gain traction
Channels to market
Rise of new channels
Figure 12: Retail value sales of men’s haircare products, by retail channel, 2014-15
Digital initiatives can drive retailer loyalty
Market drivers
Scalp of interest to older men
Figure 13: Trends in the age structure of the male population, 2010-20
Household structure changing
Figure 14: UK households, by size, 2010-20
Hair loss a primary concern
Figure 15: Hair concerns, February 2015
Interest in VMS to treat appearance
Fashion trends influencing hairstyle
Figure 16: Frequency of in-salon hair treatments amongst men, June 2015
KEY PLAYERS
What you need to know
Innovation remains at a slow pace
Treatments and conditioner take a higher share of launches
Strong innovation from male specific brands
Big mass-market brand innovation returns in 2016
Advertising spend returns to the category
Launch activity and innovation
Innovation remains at a slow pace
Figure 17: New product development in the men’s haircare market, by launch type, 2013-15
Treatments and conditioner take a higher share of launches
Figure 18: New product development in the men’s haircare market, by product type, 2013-15
Figure 19: Product launch examples of conditioner and treatment launches, 2015
Natural ingredients growing
Figure 20: Percentage point growth in product positioning claims in the men’s haircare market, 2014-15
Figure 21: Male haircare products featuring botanical/herbal positioning claims, 2015
Strong innovation from male-specific brands
Figure 22: New product development in the men’s haircare market, by share of ultimate company, 2015
Big mass-market brand innovation returns in 2016
Figure 23: New products from Lynx and Head & Shoulders, 2016
Promoting traditional ‘masculinity’
Figure 24: Carlsberg Beer Beauty Line, July 2015
Advertising and marketing activity
Spend returns to the category
Figure 25: Recorded above-the line, online display and direct mail advertising expenditure on men’s haircare products, 2013-15
Cinema adverts explored in 2015
Figure 26: Recorded above-the line, online display and direct mail advertising expenditure on men’s haircare products, by media
type, 2013-15
Social media initiatives
Figure 27: VO5 Brit awards 2015 twitter feed, February 2015
Figure 28: label.m awards tweet, March 2016
Nielsen Ad Intel coverage
THE CONSUMER
What you need to know
Boosting conditioner usage
One in five uses scalp treatment
Men’s routine very reactive
Convenience can be improved
A quick morning routine required
Barbers preferred for special occasion styling
Hair loss worries
Men are frequent hair washers
Recommendations are important
Product usage
Boosting conditioner usage
Figure 29: Frequency of using haircare products, January 2016
One in five uses scalp treatment
Figure 30: Usage of haircare products, by age, January 2016
Gel still the most common styling product
Reasons for using hair treatments and conditioner
Men’s routine very reactive
Figure 31: Reasons for using conditioner and treatments, January 2016
Convenience can be improved
Special occasions expand routines
Styling routines
A quick morning routine required
Figure 32: Attitudes towards styling in the day, January 2016
Over a quarter of men wash hair in the evening
Figure 33: Attitudes towards styling in the evening, January 2016
Barbers preferred for special occasion styling
Figure 34: Attitudes towards styling for a special occasion, January 2016
Attitudes towards haircare
Hair loss worries
Figure 35: Attitudes towards haircare, January 2016
Scalp health of importance to men
Men are frequent hair washers
Buying haircare products
Haircare product purchasing peaks in 30s
Figure 36: Buying haircare products, January 2016
Recommendations are important
None of these = not engaged
Figure 37: Behaviours towards buying haircare products, January 2016
APPENDIX
Data sources, abbreviations and supporting information
Abbreviations
Consumer research methodology
The market
Forecast methodology
Key players
Figure 38: Top ingredient claims in the men’s haircare market, 2013-15
Figure 39: Recorded above-the line, online display and direct mail advertising expenditure on men’s haircare products by top five
brands in 2015, 2013-15
RESEARCH METHODOLOGY
UK Research Methodology
Sampling and weighting
Face to Face Surveys
Definitions
Brand & Social Media Research
Trade research
Desk research
Statistical Forecasting
The Mintel fan chart

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