Shampoos and Conditioners - Spain - June 2009

Table of Contents

• Issues in the Market
• Definition
• Consumer research
• Abbreviations
• Market in Brief
• Slower growth
• Sophisticated segmentation
• Own-labels gaining ground
• Multinationals dominate concentrated market
• Conditioner penetration still low
• Opportunities in anti-ageing haircare
• Internal Market Environment
• Key points
• Opportunities for specific hair treatments
  • Figure 1: Hair colour, by women, 2008
  • Figure 2: Permed or coloured hair, by women, by age, 2008
  • Figure 3: Trends in hair type, by women, 2004-08
  • Figure 4: Trends in hair type, by men, 2004-08
• Hair loss more common amongst women than men
  • Figure 5: Scalp condition, by women, 2008
  • Figure 6: Scalp condition, by men, 2008
• Regular exercising increases conditioner use
  • Figure 7: Attitudes towards sport and exercise, by gender, 2008
• C&T universe
• Chemicals regulation
• Broader Market Environment
• Key points
• Declining number of under-35s is negative news
  • Figure 8: Trends in the age structure of the Spanish population, by gender, 2003-13
• Economic recession cuts down consumer spending
  • Figure 9: Trends in Spanish PDI, consumer expenditure and GDP, at current prices, 2003-08
  • Figure 10: Trends in Spanish employment, by gender, 2001-05
• Family-sized products adversely affected by shrinking household size
  • Figure 11: Trends in number of Spanish households, by size, 2000-04
• Who' s Innovating?
• Key points
• Modest launch activity in Spain
  • Figure 12: Percentage of new product launches in shampoos and conditioners, by country, 2006-08
• Greater attention on hair treatments
  • Figure 13: Percentage of new product launches in shampoos and conditioners, by category, 2006-08
• Trend towards natural products reflected in new launches
  • Figure 14: New product launches in shampoos and conditioners in Spain, by positioning, 2006-08
  • Figure 15: Percentage of new product launches in shampoos and conditioners in Spain, by company, 2006-08
• Smaller suppliers important in natural products
• Deep-cleansing, but gentle shampoos
• Segmented conditioners
• International inspiration
• Market Size and Forecast
• Key points
• Growth moderate
  • Figure 16: Spanish retail value sales of shampoos and conditioners, at current and constant prices, 2004-14
• Potential to expand consumer base for conditioners
• Anti-ageing haircare offers opportunities
• Cosmeceutical challenge
• Segment Performance
• Key points
• Increasing segmentation supports sales
  • Figure 17: Spanish retail value sales of shampoos and conditioners, by sector, 2007-09
• Mature shampoos sector
  • Figure 18: Spanish retail value sales of shampoos, at current and constant prices, 2004-14
  • Figure 19: Spanish retail value sales of shampoos, by type, 2007-09
• Intensive hair treatments boost conditioners
  • Figure 20: Spanish retail value sales of conditioners, at current and constant prices, 2004-14
  • Figure 21: Spanish retail value sales of conditioners, by type, 2007-09
• Market Share
• Key points
• High level of concentration
  • Figure 22: Manufacturers' retail value shares of shampoos and conditioners, 2007-09
• Procter & Gamble leads in shampoos...
  • Figure 23: Brands' retail value shares of shampoos, 2007-09
• ...while L' Oréal takes top spot in conditioners
  • Figure 24: Brands' retail value shares of conditioners, 2007-09
• Companies and Products
• Procter & Gamble
• L' Oréal
• Unilever
• Henkel
• Colomer Group
• Channels to Market
• Key points
• Grocery multiples dominate
  • Figure 25: Spanish retail value sales of shampoos and conditioners, by outlet type, 2007-09
• The Consumer -- Pan-European Overview
• Key points
• Potential to boost parallel use
  • Figure 26: Penetration and frequency of using shampoos and conditioners, by women, by country, 2008
• Men unconvinced by conditioning
  • Figure 27: Penetration and frequency of using shampoos and conditioners, by men, by country, 2008
• The Consumer -- Trends in Usage
• Key points
• Growing number of women use conditioner...
  • Figure 28: Trends in penetration and frequency of using shampoo and conditioner, by women, 2004-08
• ...while men wash their hair more frequently
  • Figure 29: Trends in penetration and frequency of using shampoo and conditioner, by men, 2004-06
• The Consumer -- Usage
• Key points
• Under 25-year-olds key to volume sales
• Conditioner use low amongst older consumers
• Detailed demographics
  • Figure 30: Penetration and frequency of using shampoo, by women, by demographic sub-group, 2008
  • Figure 31: Penetration and frequency of using shampoo, by men, by demographic sub-group, 2008
  • Figure 32: Penetration and frequency of using conditioner, by women, by demographic sub-group, 2008
  • Figure 33: Penetration and frequency of using conditioner, by men, by demographic sub-group, 2008
• The Consumer -- Attitudes
• Key points
• Keeping up appearances
  • Figure 34: Trends in attitudes towards personal appearance, by women, 2004-08
  • Figure 35: Trends in attitudes towards personal appearance, by men, 2004-08
• Quality counts
  • Figure 36: Trends in attitudes towards brands and quality, by women, 2004-08
• Women still shop for the other half
  • Figure 37: Trends in attitudes towards brands and quality, by men, 2004-08
• Vanity fare
  • Figure 38: Attitudes towards personal appearance, by women, by shampoo and conditioner users, 2008
  • Figure 39: Attitudes towards personal appearance, by men, by shampoo and conditioner users, 2008
• Concern for animal welfare
  • Figure 40: Attitudes towards brands and quality, by women, by shampoo and conditioner users, 2008
  • Figure 41: Attitudes towards brands and quality, by men, by shampoo and conditioner users, 2008