Since Mintel last studied the market for hair colourants and perms in February 2006, the market has grown steadily, albeit at relatively low rates compared to other haircare products. Almost two thirds of women claim to use home hair colourants although our consumer research would indicate that many more women, especially those who are greying, would like to have their hair coloured but lack the confidence to use home kits. The perceived difficulties of use and risks associated with using home hair colourants and the innovations focusing on hair conditioning treatments have left home hair colourants in need of some attention as more affluent consumers turn to salons.

Since Mintel last studied the market for hair colourants and perms in February 2006, the market has grown steadily, albeit at relatively low rates compared to other haircare products. Almost two thirds of women claim to use home hair colourants although our consumer research would indicate that many more women, especially those who are greying, would like to have their hair coloured but lack the confidence to use home kits. The perceived difficulties of use and risks associated with using home hair colourants and the innovations focusing on hair conditioning treatments have left home hair colourants in need of some attention as more affluent consumers turn to salons.

Main report themes include:

Influence of fashion and media.

Retailer v salon.

Natural v chemical.

Removing the risk factor.