Shampoos and Conditioners - UK - May 2007

Table of Contents

• Issues in the Market
• Key themes
• Definitions
• Market in Brief
• Growth not quite hair raising
• Heads up on trends
• Conditioned for development
• Guaranteed results to get results
• Future
• Internal Market Environment
• Key Points
• Hair type
  • Figure 1: Trends in hair type, by women, 2002-06
• Hair type impacts on category
• Styling heating up and drying out
• Health continues on ahead
  • Figure 2: Proneness to scalp conditions, 2006
• Hair fashions and styling
  • Figure 3: Usage of hairsprays, hair styling products and colourants, bleaches and lighteners in the last 12 months, women, 2002-06
  • Figure 4: Usage of hair styling products (not hairsprays) in the last 12 months, men, 2002-06
• Lifestyle
• Pride in appearance
• Socialising
• Broader Market Environment
• Key Points
• Population and demographics
• Age and gender
  • Figure 5: Structure of the UK population, by age, 2002-12
• The race is on for growth
  • Figure 6: The UK population: by ethnic group, April 2001
• Employment
  • Figure 7: UK workforce and employment by gender, 2002-2012
• Hair salons style demand
  • Figure 8: Frequency of visiting a hairdresser in the last 12 months, women, 2006
• Competitive Context
• Key Points
• Menaissance menace
• The bald facts
• Banishing need for use
• Strengths and Weaknesses in the Market
• Strengths
• Weaknesses
• Market Size and Forecast
• Key Points
• The long and the short of it
  • Figure 10: UK Value sales of shampoo and conditioners at current and constant 2007 prices, 2002-12
• Average spend -- a European comparison
• Figure 11: Average spend on shampoo and conditioner per adult (15+), by country, 2007
• The future
• Demographics favourable
• Segment Performance
• Key Points
• Market only just keeping head above water
  • Figure 12: UK Value sales of shampoo and conditioners at current and constant 2007 prices, by sector, 2002-12
• Shampoos
  • Figure 13: UK retail value sales of shampoo, by sector, 2005-07
• Obsession with beauty
• Medicated products get treated to a beauty makeover
• Education to blame for fall in 2-in-1s
• Conditioners
  • Figure 14: UK retail value sales of conditioner, by sector, 2005-07
• In good condition
• Stylish growth
• Specialised market
• Market Share
• Key Points
  • Figure 15: Manufacturers' value shares of shampoo and conditioner, by brand, 2005-07Innovation secures growth
• The safe route to natural growth
• Damage limitation for L' Oréal
• Companies and Products
• Procter & Gamble
• L' Oréal
• Alberto-Culver
• Unilever
• Kao Brands
• J&J
• Brand Communication and Promotion
• Key Points
• Adspend high to get ahead
  • Figure 26: Main monitored media advertising spend on shampoos and conditioners, 2002-06
• Advertising strategy
  • Figure 27: Main monitored media advertising spend on shampoos and conditioners, by advertiser, 2002-06
• Marketing themes
• Segmentation the best solution
• Condition
• Colour enhancement
• Star performers shine through promotion
• Convincing consumers
• Salon sexy sells
• Where' s the scents?Retailers cash in on price
• Channels to Market
• Key Points
• Convenience is key to growth
  • Figure 28: Retail distribution of shampoo and conditioners, 2005-07
• Multiple choice
• When the Boots fit...Salon salesConsumer -- Usage and FrequencyKey Points
• Hair type
  • Figure 29: Description of hair, February 2007
• Lengthy styling process
• Preventing sales from receding
• Men out of condition
  • Figure 30: Trends in penetration of haircare products, by gender, by type, 2002-06
• Going to new lengths for shampoos and conditioners
• Added benefits and shorter styles responsible for poor condition
• Professional pride in appearance
• European comparison
  • Figure 31: Penetration and frequency of using shampoo and conditioner products, by type, by country, 2006
• Consumer -- Purchase InfluenceKey Points
• Purchase influence
  • Figure 32: Influences on choice of shampoo and conditioner, February 2007
• Trust and efficacy paramount
• Significance of branding
• Ingredients for success
• Turning noses up at fragrance
• Appendix
• Consumer research
• ACORN
• Advertising data
• Abbreviations
• Broader market environment
  • Figure 35: Structure of the UK population, by gender and age, 2002-12
• Market size and forecast
• Factors incorporated in the forecast
• Brand communication and promotion
  • Figure 36: Main monitored media advertising spend on shampoos and conditioners, 2002-06
• Consumer usage and frequency
• Women
  • Figure 37: Penetration and frequency of using shampoo, by women, by demographic sub-group, 2006
  • Figure 38: Penetration and frequency of using conditioner, by women, by demographic sub-group, 2006
• Men
  • Figure 39: Penetration and frequency of using shampoo, by men, by demographic sub-group, 2006
  • Figure 40: Penetration and frequency of using conditioner, by men, by demographic sub-group, 2006
  • Figure 41: Most common hair description, by gender, age, socio-economic group, marital status, lifestage, age of own children in household, Mintel' s Special Groups, working status, gross annual household income, household tenure, TV region, ACORN group, technology users, internet usage, daily newspapers, commercial TV viewing, TV received, supermarket used, household size, car usage, detailed lifestage, age/socio-economic groups and age finished full-time education, February 2007
  • Figure 42: Common hair description, by gender, age, socio-economic group, marital status, lifestage, age of own children in household, Mintel' s Special Groups, working status, gross annual household income, household tenure, TV region, ACORN group, technology users, internet usage, daily newspapers, commercial TV viewing, TV received, supermarket used, household size, car usage, detailed lifestage, age/socio-economic groups and age finished full-time education, February 2007Consumer purchase influence
  • Figure 43: Cross tabulation of hair types (1), February 2007
  • Figure 44: Cross tabulation of hair types (2), February 2007
  • Figure 45: Most common factors influencing choice of shampoo and conditioner, by gender, age, socio-economic group, marital status, lifestage, age of own children in household, Mintel' s Special Groups, working status, gross annual household income, household tenure, TV region, ACORN group, technology users, internet usage, daily newspapers, commercial TV viewing, TV received, supermarket used, household size, car usage, detailed lifestage, age/socio-economic groups and age finished full-time education, February 2007
  • Figure 46: Common factors influencing choice of shampoo and conditioner by gender, age, socio-economic group, marital status, lifestage, age of own children in household, Mintel' s Special Groups, working status, gross annual household income, household tenure, TV region, ACORN group, technology users, internet usage, daily newspapers, commercial TV viewing, TV received, supermarket used, household size, car usage, detailed lifestage, age/socio-economic groups and age finished full-time education, February 2007Factors influencing choice amongst people of different hair types
  • Figure 47: Factors influencing choice of shampoo and conditioner amongst people of different hair types (1), February 2007
  • Figure 48: Factors influencing choice of shampoo and conditioner amongst people of different hair types (2), February 2007
  • Figure 49: Cross tabulation of attitudes towards shampoo and conditioner, February 2007
• Consumer attitudes
  • Figure 50: Most common attitudes to shampoos and conditioners, by gender, age, socio-economic group, marital status, lifestage, age of own children in household, Mintel Special Groups, working status, gross annual household income, household tenure, TV region, ACORN group, technology users, internet usage, daily newspapers, commercial TV viewing, TV received, supermarket used, household size, car usage, detailed lifestage, age/socio-economic groups andage finished full-time education, February 2007
  • Figure 51: Common attitudes to shampoos and conditioners, by gender, age, socio-economic group, marital status, lifestage, age of own children in household, Mintel' s Special Groups, working status, gross annual household income, household tenure, TV region, ACORN group, technology users, internet usage, daily newspapers, commercial TV viewing, TV received, supermarket used, household size, car usage, detailed lifestage, age/socio-economic groups and age finished full-time education, February 2007
  • Figure 52: Attitudes to shampoo and conditioner, by gender, age, socio-economic group, marital status, lifestage, age of own children in household, Mintel' s Special Groups, working status, gross annual household income, household tenure, TV region, ACORN group, technology users, internet usage, daily newspapers, commercial TV viewing, TV received, supermarket used, household size, car usage, detailed lifestage, age/socio-economic groups and age finished full-time education, February 2007Attitudes to shampoos and conditioners by different hair types
  • Figure 53: Difference in attitudes by people of different hair types (1), February 2007
  • Figure 54: Difference in attitudes by people of different hair types (2), February 2007
• Consumer typologies
  • Figure 55: Consumer typologies by gender, age, social grade, lifestage, household income, tenure, ACORN Group, daily TV viewing, marital status, age of children, Mintel Special Groups, working status, region, newspaper, media, internet usage, TV received, supermarket used and detailed family lifestage, February 2007
  • Figure 56: Consumer typologies by hair type, February 2007
  • Figure 57: Consumer typologies by purchase influences, February 2007