Table of Contents
Scopes and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Executive Summary
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- Market size
- Big four dominate mass channels…
- …but hundreds of competitors play
- “Masstige” migration continues
- Increasing specialization crowds shelves
- Brands re-invent themselves, bright colors are still hot
- Major brands target young women, with a few notable exceptions
- Population shifts suggest that seniors and Hispanics will grow influence
- Shampoo and conditioner widely available across channels—mass merchants lead growth
- Heavy advertising
Insights and Opportunities
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- Re-imagining the shopping experience
- Elevating all-natural and organic in the mainstream
- Making a go of the men’s market
- It’s what’s outside that counts
Fast Forward Trends
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- Male consumers remain a challenge
- Blending cause with effect
- Wading through the choices
Market Size and Forecast
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- Key points
- Competitors push to add value to the category…
- …but market dynamics in the aisles keep sales growth in check
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- Figure 1: Total U.S. sales and forecast of shampoo and conditioner, at current prices, 2002-12
- Figure 2: Total U.S. sales and forecast of shampoo and conditioner, at inflation-adjusted prices*, 2002-12
- Wal-Mart sales
Competitive Context
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- A battle for market share
- Young women’s market is the battlefield
- Brand re-invention a key competitive weapon
- A shampoo and conditioner for every kind of bad hair day
- Big four dominate mass channels…
- …but hundreds of competitors play
- “Masstige” migration continues
Segment Performance—Shampoo vs. Conditioner
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- Key points
- Like twins, but not identical
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- Figure 3: U.S. sales and forecast of shampoo and conditioner, at current prices, by segment, 2002-12
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- Figure 4: U.S. sales of shampoo and conditioner, by segment, 2005 and 2007
- Figure 5: U.S. sales and forecast of shampoo, at current prices, 2002-12
- Figure 6: U.S. sales and forecast of shampoo, at inflation-adjusted prices, 2002-12
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- Figure 7: U.S. sales and forecast of conditioner, at current prices, 2002-12
- Figure 8: U.S. sales and forecast of conditioner at inflation-adjusted prices, 2002-12
Retail Channels
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- Key points
- Breadth of category offerings lines up with breadth of channels
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- Figure 9: U.S. sales of shampoo and conditioner, by retail channel, 2005 and 2007
Retail Channels—Supermarkets
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- Key points
- Competitive pressure has forced supermarkets to emphasize the perimeter at the expense of personal care
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- Figure 10: U.S. sales of shampoo and conditioner at food stores, 2002-07
Retail Channels—Drug stores
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- Key points
- Drug stores court the premium market
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- Figure 11: U.S. sales of shampoo and conditioner at drug stores, 2002-07
Retail Channels—Natural Channels
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- Natural channel/SPINS
- Challenges in natural/organic personal care
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- Figure 12: Natural product supermarket retail sales of shampoo and conditioner, at current and inflation-adjusted prices, 2005-07
- Natural channel sales by segment
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- Figure 13: Natural product supermarket retail sales of shampoo and conditioner, by segment, 2005-07
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- Figure 14: Natural product supermarket retail sales of shampoo, at current and constant prices, 2005-07
- Figure 15: Natural product supermarket retail sales of conditioner, at current and constant prices, 2005-07
- Shampoo and conditioner natural channel brands
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- Figure 16: Manufacturer brand natural supermarket sales of shampoo and conditioner, 2005 and 2007
Retail Channels—Beauty Salons & Barbershops
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- Key points
- Growth continues despite diversion to mass
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- Figure 17: U.S. sales of shampoo and conditioner at beauty salons and barbershops, 2002-07
Retail Channels—Other
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- Key points
- Wal-Mart leads the mainstream, but plenty of room for other offerings
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- Figure 18: U.S. sales of shampoo and conditioner at other channels, 2002-07
Market Drivers
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- Targeted opportunities among seniors and Hispanics
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- Figure 19: U.S. population and projections and usage of shampoo, by age, 2003-13
- Figure 20: U.S. population and projections and usage of conditioner, by age, 2003-13
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- Figure 21: U.S. population and projections and usage of shampoo, by race/ethnicity, 2003-13
- Figure 22: U.S. population and projections and usage of conditioner, by race/ethnicity, 2003-13
Leading Companies
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- Key points
- P&G leads, but others maintain solid positions
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- Figure 23: Sales of leading shampoo and conditioner companies, 2006 and 2007
Brand Share—Shampoo
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- Key points
- Among major brands, re-stages move market share
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- Figure 24: FDM brand sales of shampoo in the U.S., 2006 and 2007
Brand Share—Conditioner
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- Key points
- Conditioners key to brand share growth
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- Figure 25: FDM brand sales of conditioner in the U.S., 2006 and 2007
Brand Qualities
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- Pantene
- Head & Shoulders
- Garnier Fructis
- Suave
- Sunsilk
Innovation and Innovators
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- Bright colors are hot, and getting hotter
- A new idea for aging hair from Dove
- The long tail of innovation
Advertising and Promotion
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- Overview
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- Figure 26: Media expenditures for shampoo and conditioner brands from Brandweek’s Superbrands report, 2007
- Brand campaigns, with product-focused messages
- Targeting is young and female, with a few notable exceptions
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- Figure 27: Pantene television ad, 2007
- Figure 28: Garnier Fructis television ad, 2007
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- Figure 29: Garnier Fructis television ad, 2007
- Figure 30: Herbal Essences television ad, 2007
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- Figure 31: Head & Shoulders—Male television ad, 2007
- Figure 32: Head & Shoulders—Female television ad, 2007
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- Figure 33: Suave—television ad, 2007
- Figure 34: Dove Pro-Age—television ad, 2007
- Conditioners starting to take center stage
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- Figure 35: Garnier Fructis Deep Conditioner television ad, 2007
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- Figure 36: Pantene Conditioner television ad, 2007
- Figure 37: Pantene Conditioner television ad, 2007
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- Figure 38: Head & Shoulders Conditioner television ad, 2007
- A variety of executional approaches, along with a few category conventions
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- Figure 39: Pantene television ad, 2007
- Figure 40: Garnier Fructis television ad, 2007
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- Figure 41: Herbal Essences television ad, 2007
- Figure 42: Dove television ad, 2007
Usage
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- Key findings
- Usage and frequency of shampoo and conditioner
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- Figure 43: Usage of shampoo and conditioner, by gender, May 2006-June 2007
- Figure 44: Male usage of shampoo and conditioner, by age, May 2006-June 2007
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- Figure 45: Female usage of shampoo and conditioner, by age, May 2006-June 2007
- Types of hair problems
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- Figure 46: Types of hair problems, by gender, February 2008
- Type of shampoo used
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- Figure 47: Types of shampoo used, by gender, May 2006-June 2007
- Types of conditioner used
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- Figure 48: Types of conditioner used, by gender, May 2006-June 2007
- Figure 49: Types of conditioner used by females, by age, May 2006-June 2007
Product Preferences and Attitudes
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- Attitudes toward shampoos and conditioners
- Key points
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- Figure 50: Attitudes towards shampoos and conditioners, by gender, February 2008
- Purchase factors for shampoo and conditioner selection
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- Figure 51: Purchase influences, by gender, February 2008
- Figure 52: Purchase influences, by age, February 2008
- Average price paid
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- Figure 53: Average price paid for shampoo and conditioner, by gender, February 2008
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- Figure 54: Average price paid for shampoo and conditioner, by age, February 2008
- Nature-friendly product claims
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- Figure 55: Nature-friendly product claims, by gender, February 2008
Brand Loyalty and Brands Purchased
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- Key points
- Brand loyalty
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- Figure 56: Brand loyalty, by gender, February 2008
- Shampoo brand usage
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- Figure 57: Use of shampoo brands among males, by age, May 2006-June 2007
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- Figure 58: Use of shampoo brands among females, by age, May 2006-June 2007
- Conditioner brand usage
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- Figure 59: Use of conditioner brands, by gender, May 2006-June 2007
Race/Ethnicity
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- Key points
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- Figure 60: Usage and frequency of shampoo and conditioner, by race/ethnicity, May 2006-June 2007
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- Figure 61: Types of hair problems, by race/ethnicity, February 2008
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- Figure 62: Attitudes toward shampoos and conditioners, by race/ethnicity, February 2008
Teens and Kids
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- Key findings
- Teens
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- Figure 63: Usage and frequency of use of shampoo and conditioner by teens, by age and gender, May 2006-June 2007
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- Figure 64: Types of shampoo used by teens, by age and gender, May 2006-June 2007
- Figure 65: Types of conditioner used by teens, by age and gender, May 2006-June 2007
- Kids
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- Figure 66: Use and frequency of use of shampoos by adults, teens, and children, by age, May 2006-June 2007
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- Figure 67: Use of shampoo brands by children, by age, May 2006-June 2007
Cluster Analysis
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- Key points
- High-spending Saloners
- Non-specific Thrifties
- Overwhelmed Latherers
- Cluster distribution and demographics
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- Figure 68: Shampoo and conditioner user clusters, February 2008
- Figure 69: Shampoo brand loyalty, by shampoo by user clusters, February 2008
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- Figure 70: Conditioner brand loyalty, by user clusters, February 2008
- Figure 71: Average price paid for shampoo and conditioner, by user clusters, February 2008
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- Figure 72: Attitudes toward shampoo and conditioner, by user clusters, February 2008
- Figure 73: Attitudes toward shampoo and conditioner, by user clusters, February 2008
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- Figure 74: Nature-friendly product claims, by user clusters, February 2008
- Figure 75: Purchase influences, by user clusters, February 2008
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- Figure 76: Shampoo and conditioner user clusters, by gender, February 2008
- Figure 77: Shampoo and conditioner user clusters, by age, February 2008
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- Figure 78: Shampoo and conditioner user clusters, by income, February 2008
- Figure 79: Shampoo and conditioner user clusters, by race, February 2008
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- Figure 80: Shampoo and conditioner user clusters, by Hispanic origin, February 2008
- Methodology
Custom Consumer Groups
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- Packaging and advertising not reaching men
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- Figure 81: Purchase influences, by gender and presence of children, February 2008
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- Figure 82: Purchase influences, by ethnicity/age, February 2008
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- Figure 83: Brand loyalty, by ethnicity and age, February 2008
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- Figure 84: Nature-friendly claims, by ethnicity and age, February 2008
IRI/Builders Panel Data
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- Consumer insights—shampoo and conditioner
- Shampoo
- Shampoo: brand leaders by penetration
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- Figure 85: Top ten shampoo brands, by household penetration for the 52 weeks ending June 24, 2007
- Shampoo: brand leaders by sub-category volume loyalty (brand loyalty)
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- Figure 86: Top ten shampoo brands, by brand loyalty for the 52 weeks ending June 24, 2007
- Conditioner
- Conditioner: brand leaders by penetration
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- Figure 87: Top ten conditioner and crème rinse brands, by household penetration for the 52 weeks ending June 24, 2007
Appendix: Other Useful Consumer Tables
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- Attitudes
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- Figure 88: Attitudes and purchase preferences, by income, December 2007
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- Figure 89: Attitudes towards shampoos and conditioners, by age, February 2008
- Types and brands used
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- Figure 90: Types of shampoo used by males, by race/ethnicity, May 2006-June 2007
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- Figure 91: Types of shampoo used by females, by race/ethnicity, May 2006-June 2007
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- Figure 92: Use of shampoo brands, by race/ethnicity, May 2006-June 2007
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- Figure 93: Use of conditioner brands, by race/ethnicity, May 2006-June 2007
Appendix: IRI/Builders Panel Data Definitions
Appendix: Trade Associations
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