Shampoos and Conditioners - UK - June 2009

Table of Contents

• Issues in the Market
• Key themes
• Definition
• Shampoos
• Conditioners
• Abbreviations
• Market in Brief
• Suppressed growth
• Trading down and piling up
• Opportunities for growth
• Internal Market Environment
• Key points
• Trends in hair type
  • Figure 1: Trends in hair condition, by gender, 2004-08
• Race a key factor
• Dry hair amongst older demographics
• Trends in women' s hair treatments
  • Figure 2: Trends in women' s natural hair colour, condition of hair, permed or coloured, 2004-08
• Hair and scalp conditions
  • Figure 3: Trends in scalp conditions, by gender, 2006-08
• Split opportunities
• Visits to hair salons
  • Figure 4: Trends in hair/salon/barber visits, by gender, 2006-08
• Environmental concerns
  • Figure 5: Environmental concerns, by shampoo and conditioner users, 2008
• Fashionable influence on hair appliances
  • Figure 6: Trends in ownership of hair styling products and appliances, by gender, 2004-08
• Broader Market Environment
• Key points
• Population
  • Figure 7: Structure of the UK population, by age and gender, 2004-14
• Ethnicity
  • Figure 8: The UK ethnic population, by age, 2005
• PDI
  • Figure 9: Economic factors in the UK economy, by gross domestic product, personal disposable income, and consumer expenditure, 2004-14
• European legislation
• Animal testing ban
• Impact of REACH
• Natural harmony in the pipeline
• Competitive Context
• Key points
• Ageing population to impact on frequency of use
• Price promotions pulling down value sales
• Salon to suffer
• Strengths and Weaknesses
• Strengths
• Weaknesses
• Market Size and Forecast
• Key points
• Price promotion eroding value
  • Figure 14: Retail value sales of the UK shampoos and conditioners market, 2004-14
• Penetration capping growth?
• The future of the market
• Factors used in forecast
• Segment Performance
• Key points
• Shampoos and conditioners by category
  • Figure 15: Retail value sales of the UK shampoos and conditioners market, by category, 2004-14
• Price promotions have negative impact on value sales
• Non-essential status leaves conditioners vulnerable
• Shampoos and conditioners by type
  • Figure 16: Retail value sales of the UK shampoos and conditioners category, by type, 2007-09
• Flaky performance for anti-dandruff
• Two-for-ones on two-in-ones
• Super segmentation sees super sales
• Only men sees growth
• Salon products as a proportion of sales
  • Figure 17: Retail value sales of the UK shampoos and conditioners, by salon and standard, 2007-09
• Market Share
• Key points
• Shampoos and conditioners
  • Figure 18: Retail value sales of the UK shampoos and conditioners market, by company and brand, 2007-09
• Consistent innovation securing sales
• Experimentation amongst cheaper products
• L' Oréal focusing on natural acquisition
• Salon alternatives
• Dandruff control
• The power of word of mouth
• Companies and Products
  • Figure 19: Brand map of the UK retail shampoos and conditioners market, 2009
• Procter & Gamble
• L' Oréal
• Unilever
• Alberto-Culver
• Kao Brands
• Johnson & Johnson
• Other
  • Figure 20: Brand map of ' other' UK shampoos and conditioners market, 2008
• Own-label
  • Figure 21: Brand map of UK own-label shampoos and conditioners, 2008
• Brand Communication and Promotion
• Key points
• Adspend in context
  • Figure 22: Change in main monitored media advertising spend, by cosmetics and toiletries category, 2005-08
• Topline adspend
  • Figure 23: Main monitored media advertising spend on shampoos and conditioners, 2005-08
• Adspend by sub-category
• Figure 24: Difference in advertising spend on shampoos and conditioners, by sub-category, 2005-08
• Advertisers
  • Figure 25: Main monitored media advertising spend on shampoos and conditioners, by advertiser, 2006-09
• Media type
  • Figure 26: Indexed main monitored media advertising spend on shampoos and conditioners, by media type, 2005-08
• Channels to Market
• Key points
• Multiples benefit from discount strategy
  • Figure 27: Retail distribution of the UK market for shampoos and conditioners, 2007-09
• European Context
• Key points
• Innovation in a European context
  • Figure 28: New product launches across Europe by percentage, 2004-09
• European comparison of scalp conditions
  • Figure 29: Scalp conditions men are prone to, by country, 2008
• Haircare usage across Europe
  • Figure 30: Frequency of use of shampoo and conditioner in Europe, by gender, 2008
• Low-maintenance hair most frequently washed
• British men in best condition?
• Usage and Frequency
• Key points
• Use of shampoo
  • Figure 31: Trends in shampoo usage, by gender and frequency, 2004-08
• An age of opportunity
• The influence of hair length
• The role of employment and product usage
• Use of conditioners
  • Figure 32: Trends in usage of conditioner, by gender, 2004-08
• Hair repair
• Women more likely to always condition
  • Figure 33: Comparison of frequency of use of shampoo and conditioner, by gender, 2008
• Conditioners seen as a treat
• Usage by type
  • Figure 34: Trends in usage of shampoo and conditioner, by type, by gender, 2004-08
• Innovation encourages use amongst men
• Differentiating from the norm
• Appendix
• ACORN
• Advertising data
• Appendix -- Brand Communication and Promotion
  • Figure 40: Main monitored media advertising spend on shampoos and conditioners, by media type, 2006-09
• Appendix -- The Consumer -- Usage and Frequency
• Usage of shampoos and conditioners
• Men
  • Figure 41: Men' s usage of shampoo, by demographics, 2008
  • Figure 42: Men' s usage of conditioner, by demographics, 2008
• Women
  • Figure 43: Women' s usage of shampoo, by demographics, 2008
  • Figure 44: Women' s usage of conditioner, by demographics, 2008
• Type of shampoo and conditioner
• Men
  • Figure 45: Type of shampoo used by men, by demographics, 2008
  • Figure 46: Men' s usage of 2 in 1 shampoo, by demographics, 2008
• Women
  • Figure 47: Type of shampoo for women, by demographics, 2008
  • Figure 48: Women' s usage of 2 in 1 shampoo, by demographics, 2008