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Contents
Report homepage
Contents
Scopes and Themes
Executive Summary
Insights and Opportunities
Fast Forward Trends
Market Size and Forecast
Competitive Context
Segment Performance
Segment Performance—Hair gel/mousse
Segment Performance—Hair spray/spritz
Retail Channels
Retail Channels— Mass merchants, Supercenters, Warehouse Clubs
Retail Channels—Supermarkets
Retail Channels—Drugstores
Retail Channels—Beauty Salons and Barber Shops
Market Drivers
Leading Companies
Brand Share—Hair Spray
Brand Share—Hair Gel/Mousse
Brand Qualities
Innovation and Innovators
Advertising and Promotion
Usage
Brands
Attitudes and Motivations
Race and Ethnicity
Teens
Cluster Analysis—Style-frees, Moussed Curlers, Relaxed Straighteners
IRI/Builders Panel Data
Appendix: Other Useful Consumer Tables
Appendix: IRI/Builders Panel Data Definitions
Appendix: Trade Associations
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Hair Styling Products - US - April 2008
Table of Contents

Scopes and Themes

What you need to know

Definition

Data sources

Sales data
Consumer survey data

Abbreviations and terms

Abbreviations
Terms

Executive Summary

Hair styling products not holding up well

Ethnic and Boomer age group needs are rich sources of potential innovation

The fight for shelf space: old brands, new brands, “masstige” brands

Line extensions replace meaningful innovation

Product and marketing innovation requirements

Gel/mousse segment outperforms hair spray and spritz

Retail channels led by mass merchants

Wal-Mart leads the pack, but opportunities in other channels still exist

Company scope and scale are important in some segments, less so in others

Population changes help drive the market

A noisy advertising category

Room to expand penetration of the hair spray segment

Insights and Opportunities

Tapping into the ethnic market

Looking for something new

Bringing back the oldies

Tapping into Baby Boomer angst

Hair care segment presents ripe opportunity in organic

Fast Forward Trends

As Goes the Economy....

What's it about?

Implications

Going Green

What we've seen

Implications

Styling with the Stars

What we’ve seen

What this might mean

Blogging as a growing medium for word-of-mouth advertising

Market Size and Forecast

Key points

Large brands struggle to keep category growing

Small companies find their niche and slow market decline

Figure 1: Total U.S. sales and forecast of hair styling products at current prices, 2002-12
Figure 2: Total U.S. sales and forecast of hair styling products at inflation-adjusted prices, 2002-12

Wal-Mart sales

Competitive Context

Relatively low penetration and usage rate speaks to opportunities within the market

Line extensions are the principal means of competition

Small companies making their mark in gel/mousse

Wal-Mart is a large player, but other channels hold onto their share

Class to mass continues

Wash and wear hair

Segment Performance

Men's Toiletries - US - September 2011 -
...more >>

Key points

Glitz trumps tried-and-true

Figure 3: U.S. sales and forecast of hair styling products at current prices, by segment, 2002-12
Figure 4: U.S. sales of hair styling products, by segment, 2005 and 2007

Segment Performance—Hair gel/mousse

Men's Toiletries - US - September 2011 -
...more >>

Key points

Growth stemming mostly from old, but some from new

Figure 5: U.S. sales and forecast of hair gel/mousse at current prices, 2002-12
Figure 6: U.S. sales and forecast of hair gel/mousse at inflation-adjusted prices, 2002-12

Segment Performance—Hair spray/spritz

Men's Toiletries - US - September 2011 -
...more >>

Key point

Consumers keep hair spray a staple in their beauty roster

Figure 7: U.S. sales and forecast of hair spray/spritz, at current prices, 2002-12
Figure 8: U.S. sales and forecast of hair spray/spritz, at inflation-adjusted prices, 2002-12

Retail Channels

Key points

Wal-Mart leads the pack, but opportunities in other channels still exist

Figure 9: U.S. sales of hair styling products, by retail channel, 2005 and 2007

Retail Channels— Mass merchants, Supercenters, Warehouse Clubs

Key points

Increasing number of retailers

Figure 10: U.S. sales of hair styling products at other channels, 2002-07

Retail Channels—Supermarkets

Key points

Supermarkets’ focus elsewhere leaves beauty products in the lurch

Figure 11: U.S. sales of hair styling products at supermarkets, 2002-07

Retail Channels—Drugstores

Key points

The drugstore channel remains a good compromise between mass merchandisers and beauty salons

Figure 12: U.S. sales of hair styling products at drugstores, 2002-07

Retail Channels—Beauty Salons and Barber Shops

Key points

A captive audience

Figure 13: U.S. sales of hair styling products at beauty salons and barber shops, 2002-07

Market Drivers

Lifestyles of Baby Boomers - US - December 2011 -
...more >>

Total population drives the market, but shifts in composition may point to new targeted opportunities among teens and Hispanics

Younger consumers increasingly multi-ethnic

Figure 14: U.S. population, by race and Hispanic origin, 2002-12

Boomer women also driving the market

Figure 15: U.S. female population, by age, 2003-13

Can the economy and household incomes be a factor in hair styling products?

Figure 16: Reaction to rising gas prices, by gender, November 2007
Figure 17: Median income, by race, 1980-2006

Leading Companies

Key points

Manufacturer scale is important in hair spray, less important in gel/mousse

Figure 18: Sales of leading hair spray and hair gel/mousse companies at FDM, 2006 and 2007

Brand Share—Hair Spray

Key points

Old favorites may continue to appeal to consumers in 2008

Figure 19: FDM brand sales of hair spray in the U.S., 2006 and 2007

Brand Share—Hair Gel/Mousse

Key points

Smaller companies find success with niche products

Bigger companies use different tactics to maintain their edge

Figure 20: FDM brand sales of hair gel/mousse in the U.S., 2006 and 2007

Brand Qualities

Suave

Tresemme

Garnier Fructis

Pantene

L.A. Looks

Innovation and Innovators

Focus on ethnic markets has potential

L’Oréal

Garnier Fructis

Bumble & Bumble

New products tapering off

Figure 21: New hair styling product introductions, by segment, 2002-08
Figure 22: New hair styling product introductions, by leading companies, 2002-08
Figure 23: New hair styling product introductions, by product claims, 2002-08

Advertising and Promotion

Overview

Garnier Fructis

Suave

Figure 24: Suave Extreme Health television ad, 2007
Figure 25: Suave Healthy Curls television ad, 2007
Figure 26: Suave Professionals television ad, 2007

Sunsilk

Figure 27: Sunsilk television ad, 2007

John Frieda

Figure 28: John Frieda Frizz Ease television ad, 2007

Usage

Men's Toiletries - US - September 2011 -
...more >>

Usage of hair styling products

Figure 29: Usage of hair styling products, by gender, May 2006-June 2007
Figure 30: Usage of hair styling products, by age, May 2006-June 2007

Forms of hair spray used

Figure 31: Forms of hair spray used, by gender, May 2006-June 2007
Figure 32: Forms of hair spray used, by age, May 2006-June 2007

Scented or unscented

Figure 33: Usage of scented and unscented hair spray, by gender, May 2006-June 2007
Figure 34: Usage of scented and unscented hair spray, by age, May 2006-June 2007

Aerosol vs. pump

Figure 35: Usage of aerosol and pump hair spray, by gender, May 2006-June 2007
Figure 36: Usage of aerosol and pump hair spray, by age, May 2006-June 2007

Brands

Popularity of hair spray brands

Figure 37: Brands of hair spray used, by gender, May 2006-June 2007
Figure 38: Brands of hair spray used, by age, May 2006-June 2007

Popularity of hair styling product brands

Figure 39: Brands of hair styling products used, by gender, May 2006-June 2007
Figure 40: Brands of hair styling products used, by age, May 2006-June 2007

Attitudes and Motivations

Attitudes towards purchase of hair styling products

Figure 41: Reason for purchasing particular products, by gender, March 2008
Figure 42: Reason for purchasing particular products, by age, March 2008

Overall satisfaction with hair styling products purchased

Figure 43: Overall sastisfaction with hair styling products, by gender, March 2008
Figure 44: Overall sastisfaction with hair styling products, by age, March 2008

Race and Ethnicity

Black Haircare - US - August 2011 -
...more >>

Hispanics and blacks are highly engaged in the category

Figure 45: Usage of hair styling products, by race/ethnicity, May 2006-June 2007
Figure 46: Forms of hair spray used, by race/ethnicity, May 2006-June 2007
Figure 47: Brands of hair spray used, by race/ethnicity, May 2006-June 2007
Figure 48: Brands of hair styling products used, by race/ethnicity, May 2006-June 2007

Teens

Spending Habits of the Teen Consumer - US - August 2011 -
...more >>

Usage of hair styling products

Figure 49: Teen usage of hair spray, by age and gender, May 2006-June 2007
Figure 50: Teen usage of hair spray or hair styling products, by race/ethnicity, May 2006-June 2007

Scented vs. unscented

Figure 51: Teen usage of scented vs. unscented hair spray, by age and gender, May 2006-June 2007

Cluster Analysis—Style-frees, Moussed Curlers, Relaxed Straighteners

Key points

Figure 52: Hair care product user clusters, March 2008
Figure 53: How would you describe the length of your hair? by hair care product user clusters, March 2008
Figure 54: Which of the following hair care products (beyond shampoo and conditioner) do you use? by hair care product user clusters, March 2008
Figure 55: Which of the following best describes how you purchase hair styling products? by hair care product user clusters, March 2008
Figure 56: Where do you generally (most often) buy your hair styling products? by hair care product user clusters, March 2008
Figure 57: Overall how would you rate your hair styling products? by hair care product user clusters, March 2008
Figure 58: Which of the following hair styling products do you currently own and use? by hair care product user clusters, March 2008
Figure 59: Hair care product user clusters by gender, March 2008
Figure 60: Hair care product user clusters by age group, March 2008
Figure 61: Hair care product user clusters by income group, March 2008
Figure 62: Hair care product user clusters by race, March 2008
Figure 63: Hair care product user clusters by Hispanic origin, March 2008

Methodology

IRI/Builders Panel Data

Consumer insights—hair sprays and gels/mousses

Gel and mousse

Gel and mousse: brand leaders by penetration
Figure 64: Top 10 gel/mousse brands, by household penetration for the 52 weeks ending June 24, 2007
Gel and mousse: brand leaders by brand loyalty
Figure 65: Top 10 gel/mousse brands, by brand loyalty for the 52 weeks ending June 24, 2007

Hair spray and spritz

Spray and spritz: brand leaders by penetration
Figure 66: Top 10 hair spray/spritz brands, by household penetration for the 52 weeks ending June 24, 2007
Spray and spritz: brand leaders by penetration
Figure 67: Top 10 hair spray/spritz brands, by brand loyalty for the 52 weeks ending June 24, 2007

Appendix: Other Useful Consumer Tables

Overall satisfaction with hair styling products

Figure 68: Overall sastisfaction with hair styling products, by income, March 2008

Race/ethnicity

Figure 69: Aerosol and pump hair spray, by race/ethnicity, May 2006-June 2007

Teens—forms of hair spray

Figure 70: Teen usage of physical forms of hair spray, by gender, May 2006-June 2007

Teens—popularity of brands

Figure 71: Brand usage of hair spray among teens, by gender, May 2006-June 2007

Appendix: IRI/Builders Panel Data Definitions

Appendix: Trade Associations