Electrical Haircare Appliances - UK - June 2008

Table of Contents

• Issues in the Market
• Main report themes
• Definition
• Market in Brief
• Growth is elusive
• It' s a style thing
• But there are worries...
• The customer base
• The premium paradox
• Outlook
• Internal Market Environment
• Key points
• A fortune in hair
• A crowded house
• Too much techno...?
• ...and too much information?
• Status symbol
• The cult of celebrity
• The strength of the salon
• Complementary care -- added value?
• That professional touch
  • Figure 1: Frequency of visiting a hairdresser in the last 12 months, women, by age and socio-economic group, 2007
• The chemical alternative
• Media
• It' s a gift
• The need to look good
  • Figure 2: Trends in attitudes towards appearance, 2003-07
  • Figure 3: Trends in attitudes towards purchasing, 2003-07
• Broader Market Environment
• Key points
• Inspector gadget
• Going green
• The influence of affluence
  • Figure 4: Forecast adult population trends, by socio-economic group, 2003-13
• The icon of youth may be losing its sparkle
  • Figure 5: Structure of the UK female population, by age, 2003-13
• Working women are doing it for themselves
  • Figure 6: Working population of women, 2003-13
• Competitive Context
• Key points
• Straighteners or salon?
• The mobile market
• The permanent way
  • Figure 7: Experience of hair treatments in the last 12 months, by where done, October 2007
• Bring your own or use ours
• Strengths and Weaknesses in the Market
• Strengths
• Weaknesses
• Market Value and Forecast
• Key points
• A £200 million market
  • Figure 8: retail sales of electric hair appliances, 2003-13
• The future
• Forecast
• Factors used in the forecast
• Segment Performance
• Key points
• The shape of the market
  • Figure 9: Market segmentation by appliance type, by value, 2008 (est)
• Hairdryers
  • Figure 10: UK retail volume and value sales of hairdryers, 2003-13
• Hairstyling appliances
  • Figure 11: UK retail volume and value sales of hairstyling appliances, 2003-13
  • Figure 12: UK retail value sales of hairstyling appliances, by type, 2006 and 2008
  • Figure 13: UK retail volume sales of hairstyling appliances, by type, 2006 and 2008
• Market Share
• Key points
  • Figure 14: Brand shares in the total haircare appliances market, by value, 2005-07
  • Companies and Products
• Conair (BaByliss, Revlon)
• Remington (Remington, Charles Worthington)
• Pulse Home Products (Nicky Clarke)
• Helen of Troy (Vidal Sassoon, TONI&GUY)
• ghd
• Salton Europe (Carmen, Andrew Collinge)
• Performance
• Braun (Braun)
• Others
• Brand Communication and Promotion
• Key points
• You reap what you spend
  • Figure 15: Main monitored media advertising expenditure on electrical haircare appliances, 2003-07
  • Figure 16: Main monitored advertising expenditure on electrical hair appliances, by top-spending brands, 2003-07
• The £1 million club
  • Figure 17: Main monitored advertising expenditure on electrical hair appliances, by media type, 2003-07
• Youth TV and fashion mags are the favourite platform
• Campaign spend
• Ad themes -- style over substance
• Endorsement -- the face fits
• Used by professionals
• Be yourself
• Vanity -- A new religion for hair
• But what does it actually do?
• Multi-functionality
• Safety first
• And below the line...
• Channels to Market
• Key points
• Boots calls the shots
  • Figure 18: UK retail distribution of haircare appliances, by type of outlet, 2005-07
• Online is growing in strength
• The Consumer -- Ownership and Usage
• Key points
• Ownership and expenditure
  • Figure 19: Trends in ownership and recent purchase of electrical haircare appliances, 2002-07
• How the other half dries...
• An older market -- and dryers last
• The young and trendy go for straighteners
• Straighteners much dearer -- but dryers come down
  • Figure 20: Expenditure on electrical hair appliances in the past 12 months, 2007
• Usage
  • Figure 21: Usage of haircare appliances, by frequency, November 2007
• Doing what comes naturally
• Straightening it out
• Multistylers fail to catch on
• Portable' s not popular
• Repertoire of appliances
  • Figure 22: Hair appliance usage repertoire, 2007
• Who are they?
• A repertoire of two to four
• The Consumer -- Buying Behaviour
• Key points
• Quality' s crucial -- if the price is right
  • Figure 23: Consumer buying behaviour for electrical haircare appliances, November 2007
• The high street' s tops -- though the Internet' s cool
• Inform me
• You can' t beat word of mouth
• Potential for protection
• What a gift
• Appendix
• Advertising data
• Abbreviations
• Appendix: Ownership and Usage -- Detailed Consumer Demographics
• Electrical haircare appliances -- TGI
  • Figure 26: Ownership and recent purchase of electrical haircare appliances, by demographic sub-group, 2007
• Regular usage
  • Figure 27: Haircare appliances used regularly, by demographic sub-group, November 2007
• Occasional usage
  • Figure 28: Haircare appliances used occasionally, by demographic sub-group, November 2007
  • Figure 29: Haircare appliances used occasionally, by demographic sub-group, November 2007
• Appendix: Buying Behaviour -- Detailed Consumer Demographics
  • Figure 30: Consumer buying behaviour for electrical haircare appliances, by demographic sub-group, November 2007
  • Figure 31: Consumer buying behaviour for electrical haircare appliances, by demographic sub-group, November 2007