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Women's Haircare - UK - April 2016

Women's Haircare - UK - April 2016

“The women’s haircare category has struggled to grow in value in recent years, as savvy shopping behaviours see women buying branded products at discount retailers. In addition, women are washing and styling their hair less frequently, which may be driven by concern over damage. Interest in shampoos with different levels of cleansing is high, as well as scalp protecting products, presenting innovation opportunities to the category.”

– Roshida Khanom, Senior Personal Care Analyst

This report discusses the following key topics:

Targeting older women can grow the market
Shampoo sector presents opportunities
Women show interest in scalp protection benefits


OVERVIEW
What you need to know
Products covered in this report
EXECUTIVE SUMMARY
Market value struggles to keep afloat
Figure 1: UK retail value sales of the women’s haircare market, 2010-20
Category growth could come from older women
New products grow in focus
Figure 2: New product development in the women’s haircare category, by launch type, January 2013-February 2016
Shampoo usage is rising
Figure 3: Usage of haircare products, January 2016
Women show interest in more natural solutions
Figure 4: Changes in haircare habits in the past 12 months, January 2016
Opportunities for scalp care
Figure 5: Interest in haircare innovations, January 2016
What we think
ISSUES & INSIGHTS
Targeting older women can grow the market
Shampoo sector presents opportunities
Women show interest in scalp protection benefits
THE MARKET
What you need to know
Prestige keeps category afloat
Discount retailers are impacting the mass market
Improving financial situations could boost the category
Encouraging purchase in older women
Growth of beauty supplements
Using social media
Market size and forecast
A market struggling to show growth
Figure 6: UK retail value sales of the women’s haircare market, 2010-20
Opportunities for the future
Figure 7: UK retail value sales of the women’s haircare market, 2010-20
Segment performance
Prestige haircare sales out-perform mass-market
Figure 8: UK retail value sales of the women’s haircare market, prestige vs mass, 2014-15
Styling keeps mass-market sales afloat
Figure 9: UK retail value sales of the women’s mass-market haircare market, by product type, 2014-15
Channels to market
Grocery multiples and Boots maintain market share
Figure 10: UK retail value sales of women’s haircare products, by retail channel, 2014-15
Market drivers
Improving financial situations
Figure 11: Trends in current financial situation compared with a year ago, February 2012 and February 2016
Trading up to grow the market
Figure 12: Trends in the age structure of the UK female population, 2010-20
Embracing age
Figure 13: Attitudes related to looking for beauty products, 16-24s vs over 65s, September 2015
Treating hair from the inside
Online styling tutorials
Figure 14: Types of information wanted from BPC social media sites, by topic, April 2015
KEY PLAYERS
What you need to know
Usage drives trust and differentiation ratings
Rise in advertising spend
Overall innovation is down, but new products are up
Seasonal and mass-market ‘premium’ launches
Free-from continues to be a focus area
Brands with specific solutions fare well
New launches boost styling sales
Brand research
Brand map
Figure 15: Attitudes towards and usage of selected brands, March 2016
Key brand metrics
Figure 16: Key metrics for selected women’s haircare brands, March 2016
Figure 17: Attitudes, by women’s haircare brand, March 2016
Figure 18: Brand personality – Macro image, March 2016
Figure 19: Brand personality – Micro image, March 2016
Brand analysis
Figure 20: User profile of Dove, March 2016
Figure 21: User profile of Batiste, March 2016
Figure 22: User profile of Aussie, March 2016
Figure 23: User profile of Head & Shoulders, March 2016
Figure 24: User profile of Pantene, March 2016
Figure 25: User profile of Charles Worthington, March 2016
Brand communication and promotion
TV advertising becomes a bigger focus
Figure 26: Recorded above-the-line, online display and direct mail total advertising expenditure on women’s haircare, by media
type, January 2013-February 2016
P&G leads advertising spend
Figure 27: Recorded above-the-line, online display and direct mail total advertising expenditure on women’s haircare, by top
ten advertisers for 2015, January 2014-February 2016
Coverage/methodology clarification
Launch activity and innovation
New products are growing in focus
Figure 28: New product development in the women’s haircare category, by launch type, January 2013-February 2016
Figure 29: New product launches with volumising claims, 2015
Rise in conditioner launches
Figure 30: New product development in the women’s haircare category, by sub-category, January 2013-February 2016
Figure 31: Cleansing conditioners launched in 2015
Seasonal launches for P&G and L’Oréal
Figure 32: New product development in the women’s haircare category, by top four ultimate companies and other, 2015
Figure 33: Seasonal launches from P&G and L’Oréal, 2015
Mass-market ‘premium’ launches
Products for coloured hair
Figure 34: Haircare launches for coloured hair, 2015
Free-from continues as a focus
Figure 35: New product development in the women’s haircare category, by top ten claims for 2015, January 2013-February 2016
Figure 36: Color Wow hair supplements, March 2016
Market share
Specific solutions may be driving shampoo sales
Figure 37: UK retail value sales of women’s mass-market shampoo, by brand, years ending November, 2014 and 2015
Conditioner sales reflect shampoo sales
Figure 38: UK retail value sales of women’s mass-market conditioner, by brand, years ending November, 2014 and 2015
New launches boost styling sales
Figure 39: UK retail value sales of women’s mass-market styling products, by brand, years ending November 2014 and 2015
THE CONSUMER
What you need to know
Wet shampoo usage is on the rise
Women are seeking natural solutions
Hairstyles should be low maintenance
Brand name is a key influencer
Night-time treatments and scalp protection offer opportunities
Usage trends in women’s haircare
Shampoo usage is on the rise
Figure 40: Usage of haircare products, January 2016
Styling products are less favoured
Scalp protecting products have opportunities
Newer products have lower usage
Figure 41: Usage of co-wash, January 2016
Older women show interest in co-wash
Figure 42: Never used co-wash but interested in doing so in the future by age, January 2016
Changes in haircare habits
Damage concern might be driving habit changes
Figure 43: Changes in haircare habits in the past 12 months, January 2016
The natural route
Younger women look for quick fixes
Figure 44: Selected changes in haircare habits in the past 12 months, by youngest and oldest demographics, January 2016
Older women seek professional help
Figure 45: Selected changes in haircare habits in the past 12 months, by youngest and oldest demographics, January 2016
Older women are changing their haircare habits
Figure 46: Repertoire of habits changed in the past 12 months, by age, January 2016
Styling habits
Low maintenance is key
Figure 47: Daytime styling habits, January 2016
Young women are willing to take their time
Evenings are about giving hair a break
Figure 48: Evening styling habits (when at home), January 2015
Older women invest time in their hair
Figure 49: Preference to wash/prepare hair for desired style, by age, January 2016
Hair should be effortless, even for special occasions
Figure 50: Special occasion styling habits, January 2016
Mums want to make an effort
Figure 51: Styling habits of mums (of under-16s), January 2015
Purchase of haircare products
Brand name is important
Figure 52: Haircare purchase habits in the past 12 months, January 2016
Younger women are increasing their spend
Interest in haircare innovations
Interest in shampoo innovations is high
Figure 53: Interest in haircare innovations, January 2016
Night-time treatments
Positioning scalp protection in the professional sector
Older women show interest in CC balms/creams
72hr claims are appealing
Figure 54: Interest in haircare claims, January 2016
Scalp products are of interest
APPENDIX
Data sources, abbreviations and supporting information
Data sources
Abbreviations
Fan chart forecast
Brand research
RESEARCH METHODOLOGY
UK Research Methodology
Sampling and weighting
Face to Face Surveys
Brand & Social Media Research
Trade research
Desk research
Statistical Forecasting
The Mintel fan chart
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