Hair Styling Products - US - April 2008

Table of Contents

• Scopes and Themes
• What you need to know
• Definition
• Data sources
• Sales data
• Consumer survey data
• Abbreviations and terms
• Abbreviations
• Terms
• Executive Summary
• Hair styling products not holding up well
• Ethnic and Boomer age group needs are rich sources of potential innovation
• The fight for shelf space: old brands, new brands, "masstige" brands
• Line extensions replace meaningful innovation
• Product and marketing innovation requirements
• Gel/mousse segment outperforms hair spray and spritz
• Retail channels led by mass merchants
• Wal-Mart leads the pack, but opportunities in other channels still exist
• Company scope and scale are important in some segments, less so in others
• Population changes help drive the market
• A noisy advertising category
• Room to expand penetration of the hair spray segment
• Market Size and Forecast
• Key points
• Large brands struggle to keep category growing
• Small companies find their niche and slow market decline
  • Figure 1: Total U.S. sales and forecast of hair styling products at current prices, 2002-12
  • Figure 2: Total U.S. sales and forecast of hair styling products at inflation-adjusted prices, 2002-12
• Wal-Mart sales
• Competitive Context
• Relatively low penetration and usage rate speaks to opportunities within the market
• Line extensions are the principal means of competition
• Small companies making their mark in gel/mousse
• Wal-Mart is a large player, but other channels hold onto their share
• Class to mass continues
• Wash and wear hair
• Segment Performance
• Key points
• Glitz trumps tried-and-true
  • Figure 3: U.S. sales and forecast of hair styling products at current prices, by segment, 2002-12Figure 4: U.S. sales of hair styling products, by segment, 2005 and 2007
• Segment Performance--Hair gel/mousse
• Key points
• Growth stemming mostly from old, but some from new
  • Figure 5: U.S. sales and forecast of hair gel/mousse at current prices, 2002-12
  • Figure 6: U.S. sales and forecast of hair gel/mousse at inflation-adjusted prices, 2002-12
• Segment Performance--Hair spray/spritz
• Key point
• Consumers keep hair spray a staple in their beauty roster
  • Figure 7: U.S. sales and forecast of hair spray/spritz, at current prices, 2002-12
  • Figure 8: U.S. sales and forecast of hair spray/spritz, at inflation-adjusted prices, 2002-12
• Retail Channels
• Key points
• Wal-Mart leads the pack, but opportunities in other channels still exist
  • Figure 9: U.S. sales of hair styling products, by retail channel, 2005 and 2007
• Retail Channels-- Mass merchants, Supercenters, Warehouse Clubs
• Key points
• Increasing number of retailers
  • Figure 10: U.S. sales of hair styling products at other channels, 2002-07
• Retail Channels--Supermarkets
• Key points
• Supermarkets' focus elsewhere leaves beauty products in the lurch
  • Figure 11: U.S. sales of hair styling products at supermarkets, 2002-07
• Retail Channels--Drugstores
• Key points
• The drugstore channel remains a good compromise between mass merchandisers and beauty salons
  • Figure 12: U.S. sales of hair styling products at drugstores, 2002-07
• Retail Channels--Beauty Salons and Barber Shops
• Key points
• A captive audience
  • Figure 13: U.S. sales of hair styling products at beauty salons and barber shops, 2002-07
• Market Drivers
• Total population drives the market, but shifts in composition may point to new targeted opportunities among teens and Hispanics
• Younger consumers increasingly multi-ethnic
  • Figure 14: U.S. population, by race and Hispanic origin, 2002-12
• Boomer women also driving the market
  • Figure 15: U.S. female population, by age, 2003-13
• Can the economy and household incomes be a factor in hair styling products?
  • Figure 16: Reaction to rising gas prices, by gender, November 2007
  • Figure 17: Median income, by race, 1980-2006
• Leading Companies
• Key points
• Manufacturer scale is important in hair spray, less important in gel/mousse
  • Figure 18: Sales of leading hair spray and hair gel/mousse companies at FDM, 2006 and 2007
• Brand Share--Hair Spray
• Key points
• Old favorites may continue to appeal to consumers in 2008
  • Figure 19: FDM brand sales of hair spray in the U.S., 2006 and 2007
• Brand Share--Hair Gel/Mousse
• Key points
• Smaller companies find success with niche products
• Bigger companies use different tactics to maintain their edge
  • Figure 20: FDM brand sales of hair gel/mousse in the U.S., 2006 and 2007
• Brand Qualities
• Suave
• Tresemme
• Garnier Fructis
• Pantene
• L.A. Looks
• Innovation and Innovators
• Focus on ethnic markets has potential
• L' Oréal
• Garnier Fructis
• Bumble & Bumble
• New products tapering off
  • Figure 21: New hair styling product introductions, by segment, 2002-08
  • Figure 22: New hair styling product introductions, by leading companies, 2002-08
  • Figure 23: New hair styling product introductions, by product claims, 2002-08
• Advertising and Promotion
• Overview
• Garnier Fructis
• Suave
  • Figure 24: Suave Extreme Health television ad, 2007
  • Figure 25: Suave Healthy Curls television ad, 2007Figure 26: Suave Professionals television ad, 2007
• Sunsilk
  • Figure 27: Sunsilk television ad, 2007
• John Frieda
  • Figure 28: John Frieda Frizz Ease television ad, 2007
• Usage
• Usage of hair styling products
  • Figure 29: Usage of hair styling products, by gender, May 2006-June 2007
  • Figure 30: Usage of hair styling products, by age, May 2006-June 2007
• Forms of hair spray used
  • Figure 31: Forms of hair spray used, by gender, May 2006-June 2007
  • Figure 32: Forms of hair spray used, by age, May 2006-June 2007
• Scented or unscented
  • Figure 33: Usage of scented and unscented hair spray, by gender, May 2006-June 2007
  • Figure 34: Usage of scented and unscented hair spray, by age, May 2006-June 2007
• Aerosol vs. pump
  • Figure 35: Usage of aerosol and pump hair spray, by gender, May 2006-June 2007
  • Figure 36: Usage of aerosol and pump hair spray, by age, May 2006-June 2007
• Brands
• Popularity of hair spray brands
  • Figure 37: Brands of hair spray used, by gender, May 2006-June 2007
  • Figure 38: Brands of hair spray used, by age, May 2006-June 2007
• Popularity of hair styling product brands
  • Figure 39: Brands of hair styling products used, by gender, May 2006-June 2007
  • Figure 40: Brands of hair styling products used, by age, May 2006-June 2007
• Attitudes and Motivations
• Attitudes towards purchase of hair styling products
  • Figure 41: Reason for purchasing particular products, by gender, March 2008
  • Figure 42: Reason for purchasing particular products, by age, March 2008
• Overall satisfaction with hair styling products purchased
  • Figure 43: Overall sastisfaction with hair styling products, by gender, March 2008
  • Figure 44: Overall sastisfaction with hair styling products, by age, March 2008
• Race and Ethnicity
• Hispanics and blacks are highly engaged in the category
  • Figure 45: Usage of hair styling products, by race/ethnicity, May 2006-June 2007
  • Figure 46: Forms of hair spray used, by race/ethnicity, May 2006-June 2007
  • Figure 47: Brands of hair spray used, by race/ethnicity, May 2006-June 2007
  • Figure 48: Brands of hair styling products used, by race/ethnicity, May 2006-June 2007
• Teens
• Usage of hair styling products
  • Figure 49: Teen usage of hair spray, by age and gender, May 2006-June 2007
  • Figure 50: Teen usage of hair spray or hair styling products, by race/ethnicity, May 2006-June 2007
• Scented vs. unscented
  • Figure 51: Teen usage of scented vs. unscented hair spray, by age and gender, May 2006-June 2007
• Appendix: Other Useful Consumer Tables
• Overall satisfaction with hair styling products
  • Figure 68: Overall sastisfaction with hair styling products, by income, March 2008
• Race/ethnicity
  • Figure 69: Aerosol and pump hair spray, by race/ethnicity, May 2006-June 2007
• Teens--forms of hair spray
  • Figure 70: Teen usage of physical forms of hair spray, by gender, May 2006-June 2007
• Teens--popularity of brands
  • Figure 71: Brand usage of hair spray among teens, by gender, May 2006-June 2007
• Appendix: Trade Associations