Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Highlights
- Shampoos are used more, but conditioners drive the market to higher growth
- Consumers overwhelmed by product selection, bright colors stand out
- Growth driven by premium hair solutions and the promise of salon quality
- Product usage driven by gender, age, and race/ethnicity
- Fast-growing ethnic segments receiving attention
- Mass merchandisers and drug stores gain as supermarkets lose
- Gap in men’s market suggests next breakthrough product
- Future trends in the marketplace
- Sales in mature shampoo and conditioner market continue slow growth
Market Drivers
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- Advanced conditioning solutions at higher prices
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- Figure 1: Conditioner use, by hair problem reported, February 2007
- Color enhancement
- Hair breakage and frizz
- Masstige and salon quality products for all
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- Figure 2: Merchandise sales at beauty salons and barber shops, at current and constant prices, 2001-06
- Figure 3: Indexed sales of merchandise sales at beauty salons and barber shops and sales of shampoo and conditioner in mass channels, 2001-06
- Demographic targeting
- Bright new colors repackaged for the younger consumer
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- Figure 4: Growth of the U.S. population, by age, 2002, 2007 & 2012
- Blacks and Hispanics receive extra care
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- Figure 5: Growth of the U.S. population, by race/ethnicity, 2002, 2007 & 2012
Market Size and Trends
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- Market size
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- Figure 6: Total U.S. sales of shampoo and conditioner, at current and constant prices, 2001-06
- Market trends
- New product launches (GNPD)
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- Figure 7: New shampoo and conditioner products introduced, 2001-06
Market Segmentation
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- Figure 8: Total U.S. sales of shampoo and conditioner, by segment, 2004 and 2006 (est)
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- Figure 9: Graph: Total U.S. sales of shampoo and conditioner, by segment, 2001-06
- Figure 10: Graph: Indexed sales of shampoos and conditioners, by segment, 2001-06
- Shampoo
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- Figure 11: Sales of shampoo at current and constant prices, 2001-06
- Conditioner
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- Figure 12: Sales of conditioner at current and constant prices, 2001-06
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Supply Structure
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- Companies and brands
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- Figure 13: Manufacturer FDM sales of shampoo and conditioner in the U.S., 2004 & 2006
- Shampoos
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- Figure 14: Manufacturer and brand FDM sales of shampoo in the U.S., 2004 & 2006
- Conditioners
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- Figure 15: Manufacturer and brand FDM sales of conditioner in the U.S., 2004 & 2006
- Major manufacturer profiles
- Procter & Gamble (P&G)
- L’Oréal
- Unilever
- Alberto-Culver
- Johnson & Johnson (J&J)
Advertising and Promotion
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- Introduction
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- Figure 16: Media expenditures for the top five U.S. shampoo brands, 2004-05
- Brand campaigns
- Pantene Pro-V (Procter & Gamble)
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- Figure 17: Television spot: Pantene Restoratives – Breakthrough in hair care (July 2006)
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- Figure 18: Television spot: Pantene Relaxed & Natural Breakage Defense – Chronic breakage (January 2006)
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- Figure 19: Television spot: Pantene Restoratives Time Renewal – Damage control (October 2006)
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- Figure 20: Television spot: Pantene Pro-V Ice Shine – Maria Menounos (July 2006)
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- Figure 21: Television spot: Pantene Winter Rescue – Let it snow (November 2005)
- Head & Shoulders (Procter & Gamble)
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- Figure 22: Television spot: Head & Shoulders Hydrazinc Formula – Zen meditation (May 2006)
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- Figure 23: Television spot: Head & Shoulders Ocean Lift – Ocean beach (July 2006)
- Garnier Fructis (L’Oreal)
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- Figure 24: Television spot: Garnier Fructis Sleek & Shine – Outdoor bus (April 2006)
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- Figure 25: Television spot: Garnier Fructis Body & Volume – Outdoor plane (March 2006)
- Dove (Unilever)
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- Figure 26: Television spot: Dove Therapy – Blue bottle (April 2006)
- Clairol Herbal Essences (Procter & Gamble)
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- Figure 27: Television spot: Clairol Herbal Essences product range – Be Luscious (July 2006)
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- Figure 28: Television spot: Clairol Herbal Essences Hello Hydration – Funny bridesmaid (August 2006)
- L’Oreal Vive (L’Oreal)
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- Figure 29: Television spot: L’Oreal Vive Pro Color Vive – Red bottle (July 2006)
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- Figure 30: Television spot: L’Oreal Vive Pro for Men – Spinning basketball (October 2006)
- Suave (Unilever)
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- Figure 31: Television spot: Suave – Boxing ring (July 2006)
- Sunsilk (Unilever)
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- Figure 32: Television spot: Sunsilk – Polka dots and Mario Cantone (June 2006)
Retail Distribution
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- Introduction
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- Figure 33: U.S. sales of shampoo and conditioner, by channel, 2004 and 2006
- Figure 34: Graph: Share of total U.S. sales of shampoo and conditioner, by channel, 2001-06
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- Figure 35: Average sales per 16 oz. unit of shampoo and conditioner sold, by FDM channel, 2001-06
- Discounters and mass merchandisers
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- Figure 36: U.S. discount and mass merchandiser sales* of shampoo and conditioner, at current and constant prices, 2001-06
- Supermarkets
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- Figure 37: U.S. supermarket sales of shampoo and conditioner, at current and constant prices, 2001-06
- Drug stores
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- Figure 38: U.S. drug store sales of shampoo and conditioner, at current and constant prices, 2001-06
The Consumer
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- Introduction
- Summary
- Products specific to hair type are essential
- Usage of shampoos and conditioners
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- Figure 39: Usage of shampoo and conditioner, by gender, May 2005-June 2006
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- Figure 40: Usage of shampoo and conditioner, by gender, 2004-06
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- Figure 41: Male use of shampoo and conditioner, by age, May 2005-June 2006
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- Figure 42: Female use of shampoo and conditioner, by age, May 2005-June 2006
- Types of hair problems
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- Figure 43: Types of hair problems, by gender, February 2007
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- Figure 44: Types of hair problems, by age, February 2007
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- Figure 45: Frequency of shampoo and conditioner use, by hair problem reported I, February 2007
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- Figure 46: Frequency of shampoo and conditioner use, by hair problem reported II, February 2007
- Types of shampoo used
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- Figure 47: Types of shampoo used, by gender, May 2005-June 2006
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- Figure 48: Types of shampoo used, by age, May 2005-June 2006
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- Figure 49: Types of shampoo used by men, 2004-06
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- Figure 50: Types of shampoo used by women, 2004-06
- Types of conditioner used
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- Figure 51: Types of conditioner used, by gender, May 2005-June 2006
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- Figure 52: Types of conditioner used by females, by age, May 2005-June 2006
- Attitudes toward shampoos and conditioners
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- Figure 53: Attitudes toward shampoos and conditioners, by gender, February 2007
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- Figure 54: Attitudes toward shampoos and conditioners, by age, February 2007
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- Figure 55: Attitudes toward shampoos and conditioners, by household income, February 2007
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- Figure 56: Attitudes toward shampoos and conditioners, by length of hair, February 2007
- Brand loyalty
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- Figure 57: Brand loyalty, by gender, February 2007
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- Figure 58: Brand loyalty, by age, February 2007
- Hair type and stylist’s influence on shampoo and conditioner selection
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- Figure 59: Hair type and stylist influence on shampoo and conditioner selection, by gender, February 2007
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- Figure 60: Hair type and stylist influence on shampoo and conditioner selection, by age, February 2007
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- Figure 61: Hair type and stylist influence on shampoo and conditioner selection, by household income, February 2007
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- Figure 62: Hair type and stylist influence on shampoo and conditioner selection, by hair problem reported I, February 2007
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- Figure 63: Factors in product selection, by hair problem reported II, February 2007
- Average price paid
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- Figure 64: Average price paid for shampoo and conditioner, by gender, February 2007
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- Figure 65: Average price paid for shampoo and conditioner, by age, February 2007
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- Figure 66: Average price paid for shampoo and conditioner, by household income, February 2007
- Nature-friendly product claims
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- Figure 67: Nature-friendly product claims, by gender, February 2007
- Shampoo brand usage
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- Figure 68: Use of shampoo brands among males, by age, May 2005-June 2006
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- Figure 69: Use of shampoo brands among females, by age, May 2005-June 2006
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- Figure 70: Use of shampoo brands, by household income, May 2005-June 2006
- Conditioner brand usage
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- Figure 71: Use of conditioner brands, by gender, May 2005-June 2006
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- Figure 72: Use of conditioner brands among females, by age, May 2005-June 2006
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- Figure 73: Use of conditioner brands, by household income, May 2005-June 2006
- Race/ethnicity
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- Figure 74: Usage of and frequency of use of shampoo and conditioner, by race/ethnicity, May 2005-June 2006
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- Figure 75: Types of hair problems, by race/ethnicity, February 2007
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- Figure 76: Types of shampoo used by males, by race/ethnicity, May 2005-June 2006
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- Figure 77: Types of shampoo used by females, by race/ethnicity, May 2005-June 2006
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- Figure 78: Types of conditioner used by males, by race/ethnicity, May 2005-June 2006
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- Figure 79: Types of conditioner used by females, by race/ethnicity, May 2005-June 2006
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- Figure 80: Attitudes toward shampoos and conditioners, by race/ethnicity, February 2007
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- Figure 81: Hair type and stylist influence on product selection, by race/ethnicity, February 2007
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- Figure 82: Average price paid for shampoo and conditioner, by race/ethnicity, February 2007
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- Figure 83: Nature-friendly product claims, by race/ethnicity, February 2007
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- Figure 84: Use of shampoo brands, by race/ethnicity, May 2005-June 2006
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- Figure 85: Use of conditioner brands, by race/ethnicity, May 2005-June 2006
- Teens
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- Figure 86: Usage and frequency of use of shampoo and conditioner by teens, by age and gender, May 2005-June 2006
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- Figure 87: Usage and frequency of use of shampoo and conditioner by teens, by race/ethnicity, May 2005-June 2006
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- Figure 88: Types of shampoo used by teens, by age and gender, May 2005-June 2006
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- Figure 89: Types of conditioner used by teens, by age and gender, May 2005-June 2006
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- Figure 90: Use of shampoo brands by teens, by household income, May 2005-June 2006
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- Figure 91: Use of conditioner brands by teens, by household income, May 2005-June 2006
- Kids
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- Figure 92: Usage and frequency of use of shampoos by children, by age, May 2005-June 2006
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- Figure 93: Use of shampoo brands by children, by age, May 2005-June 2006
Future and Forecast
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- Future trends
- A gap in the men’s market
- Bright packaging will fade
- More ethnic hair products
- Market forecast
- Shampoo and conditioner
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- Figure 94: Forecast of total U.S. retail sales of shampoo and conditioner, at current and constant prices, 2006-11
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- Figure 95: Forecast of shampoo and conditioner sales, at current and constant prices, 2006-11
- Shampoo
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- Figure 96: Forecast of U.S. sales of shampoo, at current and constant prices, 2006-11
- Conditioner
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- Figure 97: Forecast of U.S. sales of conditioner, at current and constant prices, 2006-11
- Forecast factors
Appendix: Trade Associations
Appendix: New Product Briefs
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- Matrix LLC Logics Color DNA System Nourishing Conditioner
- Redken Fresh Curls Shampoo
- American International Industries Clubman Country Club Shampoo
- Aveda Be Curly Curl Shaping System
- Desert Essence Organics Lemon Tea Tree Shampoo
- Beauty Without Cruelty Daily Benefits Conditioner
- Nature’s Protein Products Doo Gro Mega Thick Anti-Thinning Conditioner
- Aussie Aussome Volume 2 in 1 Shampoo + Conditioner
- Bonne Bell Smackers Starburst Orange Shampoo
- Revelations Perfume & Cosmetics Stoked Shampoo & Conditioner Twin Pack
- Avon Advance Techniques Smoothing Shampoo
- Yves Rocher Phytum Hair Care Color Protecting Conditioner
- Noah’s Naturals It’s All Good Naturally Organic Shampoo
- Holistic Dermaceuticals Dr. Alkaitis Organic Shampoo
- BeeCeuticals Organics Bee-Hair Now Shampoo
- Zotos Naturelle Hemp Hair Care Hydrating Conditioner
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