Table of Contents
Introduction and Abbreviations
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- Introduction
- Other relevant reports
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- FDM and natural food store sales nearly $2.1 billion, up slightly since 2003—due to conditioners
- High levels of market penetration
- Premiumization vs. perceived parity
- The shampoo and conditioner “experience” is key
- Opportunity to fulfill needs of the Hispanic market
- P&G, Unilever and L’Oréal lead—but, John Frieda gaining
- In advertising and promotion, players work to quantify their benefits
- Supermarkets king, but others gaining quickly
- Dry hair and gray hair are most commonly cited hair problems among women
- Many think it is best to skip a wash—but few actually do it
- Possible threat to shampoo in the future
- Mintel’s forecast shows FDM sales will remain flat in current terms
Market Drivers
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- Introduction
- Population
- Age
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- Figure 1: U.S. population, by age, 2000-10
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- Figure 2: Shampoo and conditioner usage, by gender and age, May 2004-May 2005
- Race/ethnicity
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- Figure 3: U.S. population, by race and Hispanic origin, 2000-10
- Consumer attitudes
- Perceived parity among shampoo brands
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- Figure 4: Agreement with “I can use any brand of shampoo and will get the same result,” by select demographics, February 2006
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- Figure 5: Price per 16-oz. of shampoo, by select premium, mid-tier and low-priced brands, 2000-05
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- Figure 6: Price per 16-oz. of conditioner, by select premium, mid-tier and low-priced brands, 2000-05
- Willingness to pay premiums
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- Figure 7: Weekly use of specified types of hair styling appliances, August 2005
- Tendency to “mix and match”
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- Figure 8: Use of different brands of shampoo and conditioner, February 2006
Market Size and Trends
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- Market size
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- Figure 9: FDM sales of shampoo and conditioner, at current and constant prices, 2000-05
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- Figure 10: Total U.S. retail sales of shampoo and conditioner through natural food channels, at current and constant prices, 2002-05
- Market trends
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- Figure 11: Number of new shampoo and conditioner products in the U.S., 2000-05
- “Natural” positioning
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- Figure 12: Number of new shampoo and conditioner products in the U.S., by product claim, 2000-05
- Food related fragrances
- Products designed for hair color and type
- Kids
- Shampoo and conditioner for style
Market Segmentation
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- Figure 13: Sales of shampoo and conditioner through FDM and natural food channels, segmented by type, 2003 and 2005
- Shampoo
- FDM sales
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- Figure 14: Sales of shampoo through FDM channels, at current and constant prices, 2000-05
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- Figure 15: Amount of shampoo sold through FDM channels, in 16-oz. units, 2000-05
- Natural food channel sales
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- Figure 16: Sales of shampoo through natural food channels, at current and constant prices, 2002-05
- Conditioner
- FDM sales
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- Figure 17: Sales of conditioner through FDM channels, at current and constant prices, 2000-05
- Natural food channel sales
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- Figure 18: Sales of conditioner through natural food channels, at current and constant prices, 2002-05
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Supply Structure
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- Company and brand sales
- Overview
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- Figure 19: Manufacturer FDM sales of shampoo and conditioner in the U.S., 2003 and 2005
- Shampoo
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- Figure 20: Manufacturer brand FDM sales of shampoo in the U.S., 2003 and 2005
- Conditioner
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- Figure 21: Manufacturer brand FDM sales of conditioner in the U.S., 2003 and 2005
- Major manufacturer profiles
- Procter & Gamble
- Unilever (Helene Curtis)
- Alberto-Culver Company
- L’Oréal
- Johnson & Johnson (J&J)
Advertising and Promotion
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- Procter & Gamble
- Unilever
- Alberto-Culver
- L’Oréal
Retail Distribution
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- Introduction
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- Figure 22: U.S. sales of shampoo and conditioner in fdm and natural food channels, by channel, 2003 and 2005
- Supermarkets
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- Figure 23: U.S. sales of shampoo and conditioner at supermarkets, at current and constant prices, 2000-05
- Drug stores
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- Figure 24: U.S. sales of shampoo and conditioner at drug stores, at current and constant prices, 2000-05
- Mass merchandisers
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- Figure 25: U.S. sales of shampoo and conditioner at mass merchandisers, at current and constant prices, 2000-05
- Natural food stores
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- Figure 26: U.S. sales of shampoo and conditioner at natural food stores, at current and constant prices, 2002-05
The Consumer
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- Introduction
- Women’s hair problems
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- Figure 27: Women’s hair problems, February 2006
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- Figure 28: Women’s hair problems, by age, February 2006
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- Figure 29: Women’s hair problems, by Hispanic origin, February 2006
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- Figure 30: Women’s hair problems, by region of residence, February 2006
- Use of shampoo and/or conditioner
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- Figure 31: Use of shampoo and/or conditioner, May 2004-May 2005
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- Figure 32: Use of shampoo and/or conditioner, by gender, May 2004-May 2005
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- Figure 33: Use of shampoo and/or conditioner, by race/ethnicity, May 2004-May 2005
- Women’s use of shampoo and conditioner
- Overview
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- Figure 34: Women’s use of shampoo and/or conditioner, by age, May 2004-May 2005
- Type of shampoo used
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- Figure 35: Types of shampoo women use, May 2004-May2005
- Frequency of using shampoo
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- Figure 36: Number of times women use shampoo over 7 days, May 2004-May 2005
- Types of conditioner used
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- Figure 37: Types of conditioner women use, May 2004-May 2005
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- Figure 38: Forms of conditioner women use, May 2004-May 2005
- Frequency of using conditioner
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- Figure 39: Number of times women use conditioner over 7 days, May 2004-May 2005
- Men’s use of shampoo and conditioner
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- Figure 40: Men’s use of shampoo and/or conditioner, May 2004-May 2005
- Type of shampoo used
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- Figure 41: Types of shampoo men use, May 2004-May 2005
- Frequency of using shampoo
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- Figure 42: Number of times men use shampoo over 7 days, May 2004-May 2005
- Types of conditioner used
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- Figure 43: Types of conditioner men use, May 2004-May 2005
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- Figure 44: Forms of conditioner men use, May 2004-May 2005
- Frequency of using conditioner
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- Figure 45: Number of times men use conditioner over 7 days, May 2004-May 2005
- Brands of shampoo and conditioner used
- Shampoo brands
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- Figure 46: Brands of shampoo used in last 7 days, May 2004-May 2005
- Conditioner brands
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- Figure 47: Brands of conditioner/hair treatment used in past 7 days, May 2004-May 2005
- Opinions regarding shampoo and conditioner
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- Figure 48: Opinions regarding shampoo and/or conditioner, by gender, February 2006
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- Figure 49: Opinions regarding shampoo and/or conditioner, by age, February 2006
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- Figure 50: Opinions regarding shampoo and/or conditioner, by race, February 2006
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- Figure 51: Opinions regarding shampoo and/or conditioner, by Hispanic origin, February 2006
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- Figure 52: Opinions regarding shampoo and/or conditioner, by region of residence, February 2006
- Teens’ use of shampoo and conditioner
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- Figure 53: Teens’ use of shampoo and/or conditioner, May 2004-May 2005
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- Figure 54: Teens use of shampoo and/or conditioner, by gender, May 2004-May 2005
- Teens shampoo brand preferences
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- Figure 55: Shampoo brands used by teens in last 7 days, May 2004-May 2005
- Teens conditioner/hair treatment brand preferences
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- Figure 56: Conditioner/hair treatment brands used by teens in last 7 days, May 2004-May 2005
- Kids’ use of shampoo and conditioner
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- Figure 57: Kids’ use of shampoo and/or conditioner, May 2004-May 2005
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- Figure 58: Kids’ use of shampoo and/or conditioner, by gender, May 2004-May 2005
- Kids shampoo brand preferences
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- Figure 59: Brands of shampoo liked best by kids, May 2004-May 2005
- Summary
Future and Forecast
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- Future trends
- More products specifically for Hispanic market
- Hair care shifts to head care
- Shampoo and conditioner as part of “comprehensive cleansing”
- Threat to shampoo: Some may skip this step
- Premium shampoos and conditioners for kids
- Market forecast
- Shampoo and conditioner
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- Figure 60: Forecast of total U.S. FDM sales of shampoo and conditioner, at current and constant prices, 2005-10
- Shampoo
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- Figure 61: Forecast of U.S. FDM sales of shampoo, at current and constant prices, 2005-10
- Conditioner
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- Figure 62: Forecast of U.S. FDM sales of conditioner, at current and constant prices, 2005-10
- Forecast factors
Appendix: Trade Associations
Appendix: New Product Briefs
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- Delta Trade: Herbal Nature Shampoo
- Unilever: Dove Advanced Color Care
- Sharps: Sharps Barber and Shop Hair
- Procter & Gamble: Pantene Pro-V Hydrating Curls Conditioner
- Avon: Avon Moisturizing Poppy Flower & Almond Milk Shampoo
- Grassroots Life: Grassroots Hair Time to Shine Nourishing Conditioner
- Unilever: Dove Intense Moisture 2 in 1 Shampoo & Conditioner
- Alberto-Culver: Motions Weightless Conditioning Shampoo
- Unilever: Suave Kids Bath Time Funpack
- Graham Webb International: Back to Basics Wild Berry Volumizing Shampoo
- Regis: Olive Oil Leave In Conditioner
- Pravana: Sulfate Free Volumizing Shampoo and Conditioner
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