This report provides the results for the Haircare market in the UK from Canadeans unique, highly detailed study of consumers Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets. Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption, the value of the market these trends influence, and brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer groups, providing hard and fast data on consumers and markets at the product category level.
Introduction and Landscape
Why was the report written?
Marketers in the Haircare market face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends. This data report solves these problems by providing survey-based data on consumer trends and consumer groups, and market data that shows the exact size of consumer groups, how much of the Haircare market they account for, and which consumer trends drive their behavior.
What is the current market landscape and what is changing?
As consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected. Since the global financial crisis of 20082009 the retail market has been characterized by an increase in the amount of discounted and own-brand products. Conditioner, Hair Colorants, Perms & Relaxers, Shampoo, and Styling Agents are not considered essential items and therefore consumption patterns have been comparatively affected. As economic and market recovery continues over 2012, consumption patterns will record a positive trend in both the medium and heavy frequency bands and the amount of non-users should decrease.
What are the key drivers behind recent market changes?
Consumers uptake of products and the influence of consumer trends are fundamental causes of change in markets making knowing what these trends are and the extent of their influence crucial. The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of consumption across 26 consumer groups. This data provides a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.
What makes this report unique and essential to read?
The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market, allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.
Key Features and Benefits
- Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Conditioner, Hair Colorants, Perms & Relaxers, Shampoo, and Styling Agents.
- Detailed consumer segmentation covering over 26 consumer groups, 20 consumer trends, and consumption frequency for each product category.
- Consumer penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.
- Unique retailer choice data at the product category level, based upon the original survey and then subsequent consumer tracking and modeling.
Key Market Issues
- Consumption of Hair Colorants is highest among Mid-Lifers. This is expected as Hair Colorants are primarily used to color graying hair which appears with increasing frequency among consumers in this age group. However, similar consumption levels are found among Pre-Mid-Lifers and Older Young Adults, indicating that consumers in these age groups are open to experimenting with different hair colors.
- Fewer than 5% of consumers use Perms & Relaxers across most age groups, with consumption only breaking this barrier among Older and Young Adults. Even in this age group only 7% of consumers use Perms & Relaxers.
- Consumption of Styling Agents peaks among Older Young Adults, after which it steadily declines. Despite this overall decline, the proportion of Heavy frequency consumers remains similar across Pre-Mid-Lifers and Mid-Lifers, indicating that suppliers need to target occasional consumers of their products to prevent this decline in overall consumption.
- Private label penetration is highest for Perms & Relaxers, accounting for a fifth of the market by volume, compared to only 8% for Hair Colorants. Private label penetration is also relatively high in Shampoo, although retailers may increase their investment in Shampoo private label programs in order to grow their share to levels similar to Perms & Relaxers.
- Shampoo and Hair Colorants are the largest selling Haircare products in the UK, accounting for more than half of the market in value terms. Styling Agents and Conditioners are the next largest markets, while Perms & Relaxers have the lowest market share. Given that Shampoo and Conditioner products are often designed to be used together, suppliers should develop marketing strategies that will encourage joint consumption and therefore increase the value of the Conditioner market.
- The Better value for money trend affects the most consumers in the Haircare market in the UK. This highlights the weak state of the UK economy and that consumers consider Haircare a market in which they can control their spending by trading down, purchasing private label products or decreasing their consumption frequency. An emphasis on price means that suppliers need to focus on differentiating their products through innovation to prevent a cost-cutting race to the bottom and to increase their margins.