Abstract
This report explores growth and product trends in two major segments of the
haircare industry: hair dryers and styling appliances (straighteners, curling
irons and rollers). Major drivers include technological innovation, hairstyle
trends and female demographic growth and changes. Replacement of old
appliances remains the primary reason that women buy a new appliance, although
buying a product with new features that can save time, limit hair damage or
allow for a new style are important secondary reasons.
During the period 2002-07, advances in ionic and ceramic technology helped
propel sales, especially of straighteners to younger, multi-ethnic women and
hot rollers. This mature market remains highly competitive, however, with
pricing pressure from the largest retailers limiting profits of the largest
companies, making it difficult for smaller competitors to enter the market.
Mintel predicts that hair styling appliance sales will continue with moderate
growth through 2012. Continued technological advances and outreach to boomers
and multi-ethnic consumers will be important to sales in the coming years.
Mintel' s consumer research suggests there is a strong interest in
environmentally friendly appliances that has not been addressed by the
industry.
This report covers electrical haircare appliances that are designed for drying
and/or styling (including curling or straightening) hair. Included in the
report are the following products:
- Hairdryers-handheld
- Curling irons/brushes-including spring irons, tongs, wands, crimpers and
hot air brushes
- Straighteners
- Heat setters or hot rollers
- Sponge rollers
Information throughout this report refers to haircare appliances bought for
domestic use via the retail trade. Appliances bought through specialist
wholesalers for salon use are excluded.
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