| Consumer Trends in the Haircare Market in Spain, 2011 |
| Publication Date |
Mar 2012 |
| Publisher |
Canadean |
| Product Type |
Report |
| Pages |
76 |
| Single User License |
$
7495.00 |
| Site User License |
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14990.00 |
| Corporate User License |
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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 behaviour.
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 behaviour 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 behaviours.Companies MentionedCarrefour, Auchan, Schwarz Group
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 relatively low for Perms & Relaxers, the only Haircare product category in Spain not to record a penetration in excess of 10%. The success of private label Perms & Relaxers relative to other Haircare private labels suggests retailers need to invest further in their private label programs for this category, or abandon it altogether.
Market valuation reveals that Shampoo and Hair Colorants are the largest selling Haircare products in Spain, accounting for over half of the total market. The Conditioner market is worth significantly less than the Shampoo market. Given that both 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.
Individualism is the most important trend affecting consumers’ choices of Haircare products in Spain. This highlights the category’s strong connection to cosmetics and other products that form part of consumers’ beauty routines and shape their self-image, and suggests that similar marketing strategies may be effective for both Hairecare and cosmetics. This trend was particularly important in the Conditioner, Shampoo and Styling Agents product categories.
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 Auchan Switching Analysis
7.2.3 Carrefour Switching Analysis
7.2.4 Schwarz Group Switching Analysis
7.2.5 Other Switching Analysis
7.3 Profiles of End-Consumers of Haircare, by Retailer Used
7.3.1 Auchan
7.3.2 Carrefour
7.3.3 Schwarz Group
7.3.4 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 – Euro Vs. US$, 2011
Table 3: Spain Survey Respondent Profile (weighted), 2011
Table 4: Spain Haircare Value Share (%), by Age Groups, 2011
Table 5: Spain Haircare Value Share (%), by Gender, 2011
Table 6: Spain Haircare Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: Spain Haircare Value Share (%) by Education Level Achieved Groups, 2011
Table 8: Spain Haircare Value Share (%) by Wealth Groups, 2011
Table 9: Spain Haircare Value Share (%) by Busy Lives Groups, 2011
Table 10: Spain Conditioner Consumer Group Share (% market value), 2011
Table 11: Spain Hair Colorants Consumer Group Share (% market value), 2011
Table 12: Spain Perms & Relaxers Consumer Group Share (% market value), 2011
Table 13: Spain Shampoo Consumer Group Share (% market value), 2011
Table 14: Spain Styling Agents Consumer Group Share (% market value), 2011
Table 15: Spain Total Conditioner Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 16: Spain Total Hair Colorants Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 17: Spain Total Perms & Relaxers Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 18: Spain Total Shampoo Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 19: Spain Total Styling Agents Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 20: Spain Conditioner Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 21: Spain Conditioner Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 22: Spain Hair Colorants Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 23: Spain Hair Colorants Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 24: Spain Perms & Relaxers Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 25: Spain Perms & Relaxers Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 26: Spain Shampoo Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 27: Spain Shampoo Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 28: Spain Styling Agents Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 29: Spain Styling Agents Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 30: Spain Conditioner Consumer Profiles (% consumers by sub-group), 2011
Table 31: Spain Hair Colorants Consumer Profiles (% consumers by sub-group), 2011
Table 32: Spain Perms & Relaxers Consumer Profiles (% consumers by sub-group), 2011
Table 33: Spain Shampoo Consumer Profiles (% consumers by sub-group), 2011
Table 34: Spain Styling Agents Consumer Profiles (% consumers by sub-group), 2011
Table 35: Spain Haircare Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 36: Spain Conditioner Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 37: Spain Hair Colorants Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 38: Spain Perms & Relaxers Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 39: Spain Shampoo Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 40: Spain Styling Agents Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 41: Spain, Overall Haircare: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 42: Spain, Conditioner: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 43: Spain, Hair Colorants: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 44: Spain, Perms & Relaxers: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 45: Spain, Shampoo: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 46: Spain, Styling Agents: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 47: Spain Haircare Market Value (Euro million), by Category, 2011
Table 48: Spain Haircare Market Value (US$ million), by Category, 2011
Table 49: Spain Haircare Market Volume (Ltrs m or Units m), by Category, 2011
Table 50: Spain Haircare Market Share (US$ million), by Category, 2011
Table 51: Spain Haircare Expenditure Per Capita (Euro), by Category, 2011
Table 52: Spain Haircare Expenditure Per Capita (US$), by Category, 2011
Table 53: Spain Haircare Expenditure Per Household (Euro), by Category
Table 54: Spain Haircare Expenditure Per Household (US$), by Category
Table 55: Spain Haircare Market Volume Share, by Category, 2011
Table 56: Spain Haircare Consumption Per Capita, by Category, 2011
Table 57: Spain Haircare Consumption Per Household, by Category, 2011
Table 58: Spain Conditioner Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 59: Spain Hair Colorants Survey-tracked Retailer Shares by Volume (Units m), 2011
Table 60: Spain Perms & Relaxers Survey-tracked Retailer Shares by Volume (Units m), 2011
Table 61: Spain Shampoo Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 62: Spain Styling Agents Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 63: Spain: Switchers to Auchan for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 64: Spain: Switchers From Auchan for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 65: Spain: Switchers to Carrefour for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 66: Spain: Switchers From Carrefour for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 67: Spain: Switchers to Schwarz Group for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 68: Spain: Switchers to Other for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 69: Spain: Switchers From Other for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 70: Spain: Profile of Haircare Consumers Whose Goods Mainly Come From Auchan (% by Subgroup, as tracked by the Survey), 2011
Table 71: Spain: Profile of Haircare Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2011
Table 72: Spain: Profile of Haircare Consumers Whose Goods Mainly Come From Schwarz Group (% by Subgroup, as tracked by the Survey), 2011
Table 73: Spain: 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: Spain Haircare Value Share (%), by Age Groups, 2011
Figure 3: Spain Haircare Value Share (%), by Gender, 2011
Figure 4: Spain Haircare Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: Spain Haircare Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: Spain Haircare Value Share (%) by Wealth Groups, 2011
Figure 7: Spain Haircare Value Share (%) by Busy Lives Groups, 2011
Figure 8: Spain Conditioner Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: Spain Conditioner Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: Spain Hair Colorants Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: Spain Hair Colorants Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: Spain Perms & Relaxers Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: Spain Perms & Relaxers Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: Spain Shampoo Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 15: Spain Shampoo Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 16: Spain Styling Agents Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 17: Spain Styling Agents Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 18: Spain Haircare Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Figure 19: Spain Haircare Market Share (US$ million), by Category, 2011
Figure 20: Spain Haircare Expenditure Per Capita (US$), by Category, 2011
Figure 21: Spain Haircare Expenditure Per Household (US$), by Category
Figure 22: Spain Conditioner Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 23: Spain Hair Colorants Survey-tracked Retailer Shares by Volume (Units m), 2011
Figure 24: Spain Perms & Relaxers Survey-tracked Retailer Shares by Volume (Units m), 2011
Figure 25: Spain Shampoo Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 26: Spain Styling Agents Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 27: Spain: People Who Have Switched Retailer for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
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