| Consumer Trends in the Haircare Market in the UK, 2011 |
| Publication Date |
Mar 2012 |
| Publisher |
Canadean |
| Product Type |
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| Pages |
89 |
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Why was the report written?
Marketers in the Haircare market face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends.This report solves these problems by providing integrated survey-based data on consumer trends, consumer groups and market data which show exactly the 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 2008–2009 the retail market has been characterized by an increased amount of discount 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 sales across 26 consumer groups – providing through the data 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.Companies MentionedAsda, Body Shop, Boots, Morrisons, Sainsbury's, Saver Superdrug, Tesco, Waitrose
ScopeConsumer survey data for the following specific categories: Conditioner, Hair Colorants, Perms & Relaxers, Shampoo and Styling Agents.
Detailed consumer segmentation based on survey data covering over 26 consumer groups, 20 consumer trends and consumption frequency for each product category.
Volume shares in 2011 for brands and private label sales tracked by the survey.
Unique retailer choice and switching data as tracked by the survey are provided at the product category level for 2011.
Reasons to BuyUnique proprietary data that sizes and segments consumers, tracks their behavior and shows the impact of this on their markets
Results also cover over 20 consumer trends, showing exactly to what extent these trends have a direct influence on a market. As this impact assessment is based not only on how many consumers act on these trends, but also how often they act on this it provides unique insight into the “size of the prize” when targeting these consumer trends in each category covered.
Key HighlightsPrivate label penetration is highest for Perms & Relaxers, accounting for a fifth of the market by volume, compared to only 8% for Styling Agents. Private label penetration is also relatively high in Shampoo, though 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.
1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Exchange Rates
1.2.6 Population Profiles (for interpretation of tables and charts)
1.3 Methodology
1.3.1 Introduction
1.3.2 Large scale, international, program of online consumer surveys
1.3.3 Nationally Representative results (age, gender)
1.3.4 Parents answered on their children’s behalf
1.3.5 Legal Drinking Age exclusions for alcoholic drinks categories
1.3.6 Integrated with industry calling and secondary research
2 Consumer Segmentation, Group Value and Trend Influence
2.1 Cohort Groups and Haircare Market Value
2.1.1 Age Groups
2.1.2 Gender Groups
2.1.3 Location Groups
2.1.4 Education Achieved Groups
2.1.5 Wealth Groups
2.1.6 Busy Lives Groups
2.2 Cohort Groups and Market Value by Category
2.2.1 Conditioner
2.2.2 Hair Colorants
2.2.3 Perms & Relaxers
2.2.4 Shampoo
2.2.5 Styling Agents
2.3 Behavioral Trends and Market Value
2.3.1 Conditioner
2.3.2 Hair Colorants
2.3.3 Perms & Relaxers
2.3.4 Shampoo
2.3.5 Styling Agents
3 Consumption Analysis
3.1 Consumption Frequencies by Age and Gender
3.1.1 Conditioner
3.1.2 Hair Colorants
3.1.3 Perms & Relaxers
3.1.4 Shampoo
3.1.5 Styling Agents
3.2 Consumer Profiles by Product Category
3.2.1 Conditioner
3.2.2 Hair Colorants
3.2.3 Perms & Relaxers
3.2.4 Shampoo
3.2.5 Styling Agents
4 Brand vs. Private Label Choices
4.1 Brand vs. Private Label Volume Share
4.1.1 By Category
4.2 Haircare Brand Choice and Private Label Shares
4.2.1 Conditioner
4.2.2 Hair Colorants
4.2.3 Perms & Relaxers
4.2.4 Shampoo
4.2.5 Styling Agents
5 The Share of Consumers Influenced by Trends
5.1 Trend Drivers of Consumers' Product Choices
5.1.1 Overall Haircare
5.1.2 Conditioner
5.1.3 Hair Colorants
5.1.4 Perms & Relaxers
5.1.5 Shampoo
5.1.6 Styling Agents
6 Consumption Impact: Market Valuation
6.1 Haircare Value Impact of Consumer Consumption Behavior
6.1.1 Market Value by Category
6.1.2 Market Volume by Category
6.2 Haircare Value Analysis by Category
6.2.1 Share by Category
6.2.2 Expenditure per Capita by Category
6.2.3 Expenditure per Household by Category
6.3 Haircare Volume Impact of Consumer Behavior Trends
6.3.1 Share by Category
6.3.2 Consumption per Capita by Category
6.3.3 Consumption per Household by Category
7 Retailer Choice, Switching and Category Share
7.1 Retailer Volume Share by Category
7.1.1 Retail Share by Volume - Conditioner
7.1.2 Retail Share by Volume - Hair Colorants
7.1.3 Retail Share by Volume - Perms & Relaxers
7.1.4 Retail Share by Volume - Shampoo
7.1.5 Retail Share by Volume - Styling Agents
7.2 Levels of Retailer Switching in the Last Six Months
7.2.1 Matrix of Switching Behavior in Last Six Months of 2011
7.2.2 Asda Switching Analysis
7.2.3 Body Shop Switching Analysis
7.2.4 Boots Switching Analysis
7.2.5 Morrisons Switching Analysis
7.2.6 Sainsbury's Switching Analysis
7.2.7 Saver Switching Analysis
7.2.8 Superdrug Switching Analysis
7.2.9 Tesco Switching Analysis
7.2.10 Waitrose Switching Analysis
7.2.11 Other Switching Analysis
7.3 Profiles of End-Consumers of Haircare, by Retailer Used
7.3.1 Asda
7.3.2 Body Shop
7.3.3 Boots
7.3.4 Morrisons
7.3.5 Sainsbury's
7.3.6 Saver
7.3.7 Superdrug
7.3.8 Tesco
7.3.9 Other
8 Appendix
8.1 About Canadean
8.2 Disclaimer
List of TablesTable 1: Volume Units for the Haircare Market
Table 2: Foreign Exchange Rate – GBP Vs. US$, 2011
Table 3: United Kingdom Survey Respondent Profile (weighted), 2011
Table 4: United Kingdom Haircare Value Share (%), by Age Groups, 2011
Table 5: United Kingdom Haircare Value Share (%), by Gender, 2011
Table 6: United Kingdom Haircare Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: United Kingdom Haircare Value Share (%) by Education Level Achieved Groups, 2011
Table 8: United Kingdom Haircare Value Share (%) by Wealth Groups, 2011
Table 9: United Kingdom Haircare Value Share (%) by Busy Lives Groups, 2011
Table 10: United Kingdom Conditioner Consumer Group Share (% market value), 2011
Table 11: United Kingdom Hair Colorants Consumer Group Share (% market value), 2011
Table 12: United Kingdom Perms & Relaxers Consumer Group Share (% market value), 2011
Table 13: United Kingdom Shampoo Consumer Group Share (% market value), 2011
Table 14: United Kingdom Styling Agents Consumer Group Share (% market value), 2011
Table 15: United Kingdom Total Conditioner Value (Pound Sterling millions) and Value Share Influenced by Behavioral Trends, 2011
Table 16: United Kingdom Total Hair Colorants Value (Pound Sterling millions) and Value Share Influenced by Behavioral Trends, 2011
Table 17: United Kingdom Total Perms & Relaxers Value (Pound Sterling millions) and Value Share Influenced by Behavioral Trends, 2011
Table 18: United Kingdom Total Shampoo Value (Pound Sterling millions) and Value Share Influenced by Behavioral Trends, 2011
Table 19: United Kingdom Total Styling Agents Value (Pound Sterling millions) and Value Share Influenced by Behavioral Trends, 2011
Table 20: United Kingdom Conditioner Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 21: United Kingdom Conditioner Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 22: United Kingdom Hair Colorants Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Table 23: United Kingdom Hair Colorants Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 24: United Kingdom Perms & Relaxers Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 25: United Kingdom Perms & Relaxers Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 26: United Kingdom Shampoo Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 27: United Kingdom Shampoo Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 28: United Kingdom Styling Agents Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 29: United Kingdom Styling Agents Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 30: United Kingdom Conditioner Consumer Profiles (% consumers by sub-group), 2011
Table 31: United Kingdom Hair Colorants Consumer Profiles (% consumers by sub-group), 2011
Table 32: United Kingdom Perms & Relaxers Consumer Profiles (% consumers by sub-group), 2011
Table 33: United Kingdom Shampoo Consumer Profiles (% consumers by sub-group), 2011
Table 34: United Kingdom Styling Agents Consumer Profiles (% consumers by sub-group), 2011
Table 35: United Kingdom Haircare Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 36: United Kingdom Conditioner Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 37: United Kingdom Hair Colorants Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 38: United Kingdom Perms & Relaxers Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 39: United Kingdom Shampoo Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 40: United Kingdom Styling Agents Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 41: United Kingdom, Overall Haircare: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 42: United Kingdom, Conditioner: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 43: United Kingdom, Hair Colorants: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 44: United Kingdom, Perms & Relaxers: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 45: United Kingdom, Shampoo: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 46: United Kingdom, Styling Agents: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 47: United Kingdom Haircare Market Value (Pound Sterling million), by Category, 2011
Table 48: United Kingdom Haircare Market Value (US$ million), by Category, 2011
Table 49: United Kingdom Haircare Market Volume (Ltrs m or Units m), by Category, 2011
Table 50: United Kingdom Haircare Market Share (US$ million), by Category, 2011
Table 51: United Kingdom Haircare Expenditure Per Capita (Pound Sterling), by Category, 2011
Table 52: United Kingdom Haircare Expenditure Per Capita (US$), by Category, 2011
Table 53: United Kingdom Haircare Expenditure Per Household (Pound Sterling), by Category
Table 54: United Kingdom Haircare Expenditure Per Household (US$), by Category
Table 55: United Kingdom Haircare Market Volume Share (Ltrs m or Units m) by Category, 2011
Table 56: United Kingdom Haircare Consumption Per Capita, by Category, 2011
Table 57: United Kingdom Haircare Consumption Per Household, by Category, 2011
Table 58: United Kingdom Conditioner Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 59: United Kingdom Hair Colorants Survey-tracked Retailer Shares by Volume (Units m), 2011
Table 60: United Kingdom Perms & Relaxers Survey-tracked Retailer Shares by Volume (Units m), 2011
Table 61: United Kingdom Shampoo Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 62: United Kingdom Styling Agents Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 63: United Kingdom: Switchers to Asda for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 64: United Kingdom: Switchers From Asda for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 65: United Kingdom: Switchers to Body Shop for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 66: United Kingdom: Switchers From Body Shop for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 67: United Kingdom: Switchers to Boots for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 68: United Kingdom: Switchers From Boots for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 69: United Kingdom: Switchers to Morrisons for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 70: United Kingdom: Switchers From Morrisons for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 71: United Kingdom: Switchers to Sainsbury's for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 72: United Kingdom: Switchers From Sainsbury's for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 73: United Kingdom: Switchers to Saver for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 74: United Kingdom: Switchers From Saver for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 75: United Kingdom: Switchers to Superdrug for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 76: United Kingdom: Switchers From Superdrug for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 77: United Kingdom: Switchers to Tesco for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 78: United Kingdom: Switchers From Tesco for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 79: United Kingdom: Switchers to Waitrose for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 80: United Kingdom: Switchers From Waitrose for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 81: United Kingdom: Switchers to Other for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 82: United Kingdom: Switchers From Other for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 83: United Kingdom: Profile of Haircare Consumers Whose Goods Mainly Come From Asda (% by Subgroup, as tracked by the Survey), 2011
Table 84: United Kingdom: Profile of Haircare Consumers Whose Goods Mainly Come From Body Shop (% by Subgroup, as tracked by the Survey), 2011
Table 85: United Kingdom: Profile of Haircare Consumers Whose Goods Mainly Come From Boots (% by Subgroup, as tracked by the Survey), 2011
Table 86: United Kingdom: Profile of Haircare Consumers Whose Goods Mainly Come From Morrisons (% by Subgroup, as tracked by the Survey), 2011
Table 87: United Kingdom: Profile of Haircare Consumers Whose Goods Mainly Come From Sainsbury's (% by Subgroup, as tracked by the Survey), 2011
Table 88: United Kingdom: Profile of Haircare Consumers Whose Goods Mainly Come From Saver (% by Subgroup, as tracked by the Survey), 2011
Table 89: United Kingdom: Profile of Haircare Consumers Whose Goods Mainly Come From Superdrug (% by Subgroup, as tracked by the Survey), 2011
Table 90: United Kingdom: Profile of Haircare Consumers Whose Goods Mainly Come From Tesco (% by Subgroup, as tracked by the Survey), 2011
Table 91: United Kingdom: Profile of Haircare Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2011
List of FiguresFigure 1: Consumer Panel Report Methodology
Figure 2: United Kingdom Haircare Value Share (%), by Age Groups, 2011
Figure 3: United Kingdom Haircare Value Share (%), by Gender, 2011
Figure 4: United Kingdom Haircare Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: United Kingdom Haircare Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: United Kingdom Haircare Value Share (%) by Wealth Groups, 2011
Figure 7: United Kingdom Haircare Value Share (%) by Busy Lives Groups, 2011
Figure 8: United Kingdom Conditioner Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: United Kingdom Conditioner Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: United Kingdom Hair Colorants Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: United Kingdom Hair Colorants Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: United Kingdom Perms & Relaxers Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: United Kingdom Perms & Relaxers Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: United Kingdom Shampoo Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 15: United Kingdom Shampoo Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 16: United Kingdom Styling Agents Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 17: United Kingdom Styling Agents Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 18: United Kingdom Haircare Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Figure 19: United Kingdom Haircare Market Share (US$ million), by Category, 2011
Figure 20: United Kingdom Haircare Expenditure Per Capita (US$), by Category, 2011
Figure 21: United Kingdom Haircare Expenditure Per Household (US$), by Category
Figure 22: United Kingdom Conditioner Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 23: United Kingdom Hair Colorants Survey-tracked Retailer Shares by Volume (Units m), 2011
Figure 24: United Kingdom Perms & Relaxers Survey-tracked Retailer Shares by Volume (Units m), 2011
Figure 25: United Kingdom Shampoo Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 26: United Kingdom Styling Agents Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 27: United Kingdom: People Who Have Switched Retailer for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
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