Table of Contents
- Scope and Themes
- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- Market at a glance
- New technologies have yet to accelerate purchase rate
- Flat irons anything but
- Economic pressure may turn into an opportunity
- Selection and price put mass merchandisers on top
- Aging female population shifts category growth opportunities
- User base becoming more diverse
- Leading companies
- Many new products but little differentiation
- Advertising and promotion
- Ownership
- Purchase rate is infrequent and declining
- Frequency of use of hair dryers drops slightly
- Replacement dominates reasons for purchase
- Familiarity the most important factor in hair dryer brand selection
- Important hair styling appliance features
- Market Size and Forecast
- Key points
- New technologies have yet to accelerate purchase rate
- Flat irons anything but
- Economic pressure may turn into an opportunity
- Sales and forecast
- Figure 1: U.S. sales and forecast of hair styling products, at current
prices, 2003-13
- Figure 2: U.S. sales and forecast of hair styling products, at
inflation-adjusted prices, 2003-13
- Competitive Context
- The rest of hair care
- The economy
- Segment Performance
- Key points
- Sales by segment
- Figure 3: U.S. sales of hair styling appliances, by segment, 2006 and
2008
- Segment Performance--Hair Dryers
- Key points
- New products fail to heat up segment
- Sales and forecast
- Figure 4: U.S. sales and forecast of hair dryers, at current prices,
2003-13
- Segment Performance--Other Appliances
- Key points
- Changing styles and new flat irons drive sales of other appliances
- Sales and forecast
- Figure 5: U.S. sales of other hair styling appliances, at current
prices, 2003-13
- Retail Channels
- Key points
- Selection and price put mass merchandisers on top
- Drug stores compete for beauty care dollars
- Smaller channels cater to more specialized needs
- Sales by channel
- Figure 6: U.S. retail sales of hair styling appliances, by channel, 2006
and 2008
- Market Drivers
- Aging female population shifts category growth opportunities
- Figure 7: U.S. female population, 2003-13
- User base becoming more diverse
- Figure 8: Population, by race and Hispanic origin, 2003-13
- Leading Companies
- Key points
- Conair a pioneer and still the leader
- Helen of Troy
- Spectrum Brands (Remington)
- Manufacturer sales
- Figure 9: Manufacturer estimated sales of hair styling appliances in the
U.S., 2006 and 2008
- Brand Qualities
- Different companies take different approaches to branding
- Conair focuses primarily on its own brand
- Helen of Troy manages a stable of licensed brands
- Remington name anchors several distinct product lines
- Innovation and Innovators
- Many new products but little differentiation
- New materials for negative ions
- Innovation by combination
- Conditioners built into appliances
- New green line from Vidal Sassoon
- CHI brings advanced technologies to hair styling
- Advertising and Promotion
- Overview
- Conair ads focus on Infiniti to support the overall brand
- Figure 10: Conair Infiniti Cord-Keeper TV ad, 2009
- Figure 11: Conair Infiniti Steam Straightener TV ad, 2009
- Figure 12: Conair Infiniti Hair Designer Pro hair dryer TV ad, 2009
- Remington leverages celebrity endorsements
- Usage
- Key points
- Ownership highest for hair dryers
- Figure 13: Ownership of specific hair/beauty appliances, by age,
February 2009
- Figure 14: Ownership of specific hair/beauty appliances, by household
income, February 2009
- Purchase rate is infrequent and declining
- Figure 15: Purchase of specific hair/beauty appliances, by age, February
2009
- Mass merchants dominate sales of dryers
- Figure 16: Where last hair dryer was bought, by age, February 2009
- Figure 17: Where last "other hair appliance" was bought, by appliance,
February 2009
- Frequency of use of hair dryers drops slightly
- Figure 18: Frequency of hair dryer use, by age, February 2009
- Figure 19: Frequency of hair dryer use, by household income, February
2009
- Use of curling irons drops among younger women
- Figure 20: Frequency of curling iron use, by age, February 2009
- Most other appliances used infrequently
- Figure 21: Frequency of use of various hair styling appliances, by type
of appliance, February 2009
- Hair Type and Salon Visiting
- Key points
- Natural hair type/style
- Figure 22: Natural hair style, by age, February 2009
- Salon visits
- Figure 23: Frequency of visiting the hair salon, by age, February 2009
- Figure 24: Frequency of visiting the hair salon, by household income,
February 2009
- Attitudes and Motivations
- Replacement dominates reasons for purchase
- Figure 25: Reasons for purchasing hair styling appliances, by age,
February 2009
- Familiarity the most important factor in hair dryer brand selection
- Figure 26: Factors influencing latest hair dryer brand purchase, by age,
February 2009
- The importance of brand selection factors varies for other appliances
- Figure 27: Factors influencing latest "other hair appliance" brand
purchase, February 2009
- Important hair styling appliance features
- Figure 28: Importance of hair styling appliance attributes, by age,
February 2009
- Impact of Race and Hispanic Origin
- Hair styling appliance ownership
- Figure 29: Ownership of hair/beauty appliances, by race/Hispanic origin,
February 2009
- Where purchased
- Figure 30: Where last hair dryer was bought, by race/Hispanic origin,
February 2009
- Frequency of dryer usage
- Figure 31: Frequency of hair dryer use, by race/Hispanic origin,
February 2009
- Natural hair type/style
- Figure 32: Natural hair style, by race/Hispanic origin, February 2009
- Other Useful Consumer Tables
- Appliance purchase
- Figure 51: Purchase of hair/beauty appliances, by household income,
February 2009
- Figure 52: Purchase of hair/beauty appliances, by race/Hispanic origin,
February 2009
- Source of purchase
- Figure 53: Where last hair styling appliance was bought, by household
income, February 2009
- Figure 54: Where last hair styling appliance was bought, by
race/Hispanic origin, February 2009
- Frequency of use: By specific hair styling appliances
- Figure 55: Frequency of curling iron use, by race/Hispanic origin,
February 2009
- Figure 56: Frequency of flat iron use, by race/Hispanic origin, February
2009
- Figure 57: Frequency of curling iron use, by household income, February
2009
- Factors influencing brand purchase: By specific hair styling appliances
- Figure 58: Factors influencing latest hair dryer brand purchase, by
household income, February 2009
- Figure 59: Factors influencing latest hair dryer brand purchase, by
race/Hispanic origin, February 2009
- Figure 60: Factors influencing latest curling iron brand purchase, by
household income, February 2009
- Figure 61: Factors influencing latest curling iron brand purchase, by
race/Hispanic origin, February 2009
- Importance of hair styling appliance attributes
- Figure 62: Importance of hair styling appliance attributes, by household
income, February 2009
- Figure 63: Importance of hair styling appliance attributes, by
race/Hispanic origin, February 2009
- Frequency of coloring hair
- Figure 64: Frequency of coloring hair, by age, February 2009
- Figure 65: Frequency of coloring hair, by household income, February 2009
- Frequency of visiting hair salon
- Figure 66: Frequency of visiting the hair salon, by age, February 2009
- Figure 67: Frequency of visiting the hair salon, by household income,
February 2009
- Style and length of hair
- Figure 68: Style of hair, by household income, February 2009
- Figure 69: Length of hair, by age, February 2009
- Figure 70: Length of hair, by household income, February 2009
- Appendix: Trade Associations
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