Table of Contents
Overview
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- What you need to know
- Products covered in this Report
Executive Summary
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- The market
- Haircare declines in value
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- Figure 1: UK retail value sales of the women’s haircare market, 2013-23
- Companies and brands
- Head & Shoulders leads the shampoo segment
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- Figure 2: UK brand shares in value sales of women’s mass-market shampoo, 2018
- OGX fares well in conditioners
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- Figure 3: UK brand shares in value sales of women’s mass-market conditioner, 2018
- Styling brands suffer losses
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- Figure 4: UK brand shares in value sales of women’s mass-market styling products, 2018
- NPD remains high
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- Figure 5: New product development in the women’s haircare category, by sub-category, 2015-18
- The consumer
- Convenience drives usage of haircare
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- Figure 6: Usage of haircare products, December 2018
- Styling is down
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- Figure 7: Usage of hair styling products, December 2018
- Women are buying based on hair type
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- Figure 8: Haircare purchase factors, December 2018
- Special offers are impacting the category
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- Figure 9: Shopping for haircare products, December 2018
- Bringing skincare into haircare could drive the category
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- Figure 10: Usage and interest in haircare ingredients, December 2018
- Clean hair is essential
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- Figure 11: Changes in haircare habits, December 2018
- Scalp issues drive usage of scalp products
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- Figure 12: Reasons for using scalp treatment products, December 2018
- Proof is essential
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- Figure 13: Reasons for not using scalp protection products, December 2018
- What we think
Issues and Insights
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- Premium brands are struggling
- The facts
- The implications
- Segmenting the washing step could drive repertoires
- The facts
- The implications
The Market – What You Need to Know
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- A category hampered by special offers
- Little encouraging consumers to trade up
- Styling struggles
- Groceries and discounters fare well
- Better age segmentation could appeal to older women
- Product repertoires are rising
- Purchase of private label haircare is low
Market Size and Forecast
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- Heavy discounting impacts the category
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- Figure 14: UK retail value sales of the women’s haircare market, 2013-23
- Little change in value predicted
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- Figure 15: UK retail value sales of the women’s haircare market, 2013-23
- Forecast methodology
Market Segmentation
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- Consumers need a reason to believe
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- Figure 16: UK retail value sales of the women’s haircare market, prestige vs mass, 2017-18
- Hair condition is important
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- Figure 17: UK retail value sales of the women’s mass-market haircare market, by product type, 2017-18
- Styling struggles
Channels to Market
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- Haircare purchase is driven by convenience
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- Figure 18: UK value retail sales of women’s haircare products, by retail channel, 2017-18
- Using technology in-store
Market Drivers
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- Targeting the older consumer
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- Figure 19: Trends in the age structure of the UK female population, 2013-23
- Haircare repertoires are increasing
- Purchase of private label haircare is low
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- Figure 20: Purchase of branded and private label haircare products, October 2018
- Heat damage is real
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- Figure 21: Use of beauty devices and appliances amongst women, July 2018
Companies and Brands – What You Need to Know
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- NPD drives market share in 2018
- Styling needs a boost
- Premium brands launch in 2018
- Noughty 97% Natural targets the free-from consumer
- Recorded advertising spend sees a decline
- Diversity features in campaigns in 2018
- Natural brands show little differentiation
Market Share
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- Head & Shoulders fares well
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- Figure 22: UK retail value sales of women’s mass-market shampoo, by brand, 2017 and 2018
- Elvive remains the leader in conditioners
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- Figure 23: UK retail value sales of women’s mass-market conditioner, by brand, 2017 and 2018
- Styling brands suffer losses
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- Figure 24: UK retail value sales of women’s mass-market styling products, by brand, 2017 and 2018
Launch Activity and Innovation
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- Styling needs a boost
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- Figure 25: New product development in the women’s haircare category, by sub-category, 2015-18
- Figure 26: Premium styling products with caring benefits, 2018 and 2019
- Scalp products see innovation
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- Figure 27: Scalp treatment launches, 2018
- On-the-go formats launched in 2018
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- Figure 28: On-the-go haircare formats, 2018
- Premium brands need more differentiation
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- Figure 29: New product development in the women’s haircare category, by launch type, 2015-18
- Figure 30: Premium launches in haircare with similar packaging, 2018
- Night-time haircare sees innovation
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- Figure 31: Night time haircare, 2018
- The environment is a hot topic
- L’Oréal leads with food-inspired launches
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- Figure 32: New product development in the women’s haircare category, by top ultimate companies and others, 2018
- Unilever launches new products, and brands
- P&G targets a diverse market
- Free-from sees biggest rise
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- Figure 33: Top five fasting growing claims in women’s haircare, 2017-18
Start-ups and Disruptors Case Study – Noughty 97% Natural
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- Company overview
- What is it?
- Founded
- Company mission statement:
- Founder and story:
- Mintel analyst outlook
- Mintel Trends:
- Why it could succeed:
- Why it could fail:
- The verdict
- Product information
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- Figure 34: Sample of Noughty 97% Natural beauty product listing, May 2016-December 2018
- Figure 35: Sample of Noughty 97% Natural beauty product listing, May 2016-December 2018
- Media profile
- Social media metrics
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- Figure 36: Social media metrics for Noughty 97% Natural as of January 2019
- The brand’s view
- Revenue in the last year (as of 1st December 2018)
- Sources of funding and support
- Target audience
- What consumer needs does the range meet?
- Product stockists
- Looking to the future
Advertising and Marketing Activity
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- Decline in recorded advertising spend
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- Figure 37: Recorded above-the-line, online display and direct mail advertising expenditure on women’s haircare, by media type, 2015-18
- Advertising spend is dominated by big brands
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- Figure 38: Recorded above-the-line, online display and direct mail advertising expenditure on women’s haircare, by top advertisers and others, 2018
- Diversity continues to be important
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- Figure 39: The FA and Head & Shoulders’ #JustWatchMe campaign, January 2019
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 40: Attitudes towards and usage of selected brands, February 2019
- Key brand metrics
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- Figure 41: Key metrics for selected brands, February 2019
- Brand attitudes: Plantur 39 has a caring image
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- Figure 42: Attitudes, by haircare brand, February 2019
- Brand personality: John Frieda is exclusive despite wide price positioning
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- Figure 43: Brand personality – Macro image, February 2019
- Fun brands can be seen as tacky
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- Figure 44: Brand personality – Micro image, February 2019
- Brand analysis
- Batiste struggles to be taken seriously
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- Figure 45: User profile of Batiste, February 2019
- L’Oréal Elvive enjoys a good reputation
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- Figure 46: User profile of L’Oréal Elvive, February 2019
- John Frieda is glamorous
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- Figure 47: User profile of John Frieda, February 2019
- OGX is innovative
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- Figure 48: User profile of OGX, February 2019
- Garnier Ultimate Blends is not differentiated enough
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- Figure 49: User profile of Garnier Ultimate Blends, February 2019
- Herbal Essences has broad appeal
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- Figure 50: User profile of Herbal Essences, February 2019
- Head & Shoulders risks being old-fashioned
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- Figure 51: User profile of Head & Shoulders, February 2019
- Plantur 39 appeals to young women
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- Figure 52: User profile of Plantur 39, February 2019
The Consumer – What You Need to Know
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- Usage of convenient haircare is up
- Hairspray usage is up
- Older women shop differently to younger women
- Bringing skincare ingredients into haircare
- Washing is important
- Scalp protection remains a niche sector
Usage of Haircare Products
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- Convenient options are appealing
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- Figure 53: Trends in usage of haircare products, 2017 and 2018
- Hair condition is important
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- Figure 54: Usage of haircare products, December 2018
Usage of Hair Styling Products
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- Usage of hairspray is up
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- Figure 55: Trends in usage of hair styling products, 2017 and 2018
- Styling products are being used less
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- Figure 56: Usage of hair styling products, December 2018
- Styling can target the over-65s
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- Figure 57: Usage of styling mousse, cream/wax and gel, by age, December 2018
Purchase of Haircare Products
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- Hair type vs end result
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- Figure 58: Haircare purchase factors, December 2018
- Damage is universally important
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- Figure 59: Purchase of haircare products to limit damage, by age, December 2018
- Special offers impacting the category
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- Figure 60: Shopping for haircare products, December 2018
- Brand loyalty is low
Interest in Haircare Ingredients
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- High interest in skincare ingredients
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- Figure 61: Usage and interest in haircare ingredients, December 2018
- Shout about ingredients
Changes in Haircare Habits
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- Cleansing is important
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- Figure 62: Changes in haircare habits, December 2018
- Trading up vs trading down
Usage of Scalp Protecting Products
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- Scalp issues drive usage of scalp products
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- Figure 63: Reasons for using scalp treatment products, December 2018
- Proving the benefits are essential
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- Figure 64: Reasons for not using scalp treatment products, December 2018
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
- Forecast methodology
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