Consumer Trends in the Haircare Market in the US

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Synopsis

This report provides the results for the Haircare market in the US from Canadean's unique, highly detailed and proprietary survey of consumers' Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets.Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption and the value of the market these trends influence, brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer group, providing hard and fast data on consumers and markets at the product category level.

Summary

Why was the report written?Marketers in the Haircare market face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends.This report solves these problems by providing integrated survey-based data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the Haircare market they account for and which consumer trends drive their behavior.

What is the current market landscape and what is changing?

As consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected. Since the global financial crisis of 2008–2009 the retail market has been characterized by an increased amount of discount and own-brand products. Conditioner, Hair Colorants, Perms & Relaxers, Shampoo and Styling Agents are not considered essential items and therefore consumption patterns have been comparatively affected. As economic and market recovery continues over 2012, consumption patterns will record a positive trend in both the medium and heavy frequency bands and the amount of non-users should decrease.

What are the key drivers behind recent market changes?Consumers' uptake of products and the influence of consumer trends are fundamental causes of change in markets – making knowing what these trends are and the extent of their influence crucial.The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of sales across 26 consumer groups – providing through the data a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?

The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Detailed consumer segmentation based on survey data covering over 26 consumer groups, 20 consumer trends and consumption frequency for each product category.

Volume shares in 2011 for brands and private label sales tracked by the survey.

Unique retailer choice and switching data as tracked by the survey are provided at the product category level for 2011.

Reasons To Buy

Unique proprietary data that sizes and segments consumers, tracks their behavior and shows the impact of this on their markets

Results also cover over 20 consumer trends, showing exactly to what extent these trends have a direct influence on a market. As this impact assessment is based not only on how many consumers act on these trends, but also how often they act on this it provides unique insight into the "size of the prize" when targeting these consumer trends in each category covered.

The Better value for money trend is a key driver of the Haircare market in the US. This highlights the weak state of the US economy and that consumers consider Haircare a market in which they can control their spending by trading down, purchasing private label products or decreasing their consumption frequency. An emphasis on price means that suppliers need to focus on differentiating their products through innovation to prevent a cost-cutting race to the bottom and to increase their margins.

Market valuation reveals that Shampoo accounts for almost a third of total Haircare sales in the US. It is followed by Conditioner and Hair Colorants. Given that Shampoo and Conditioner products are often designed to be used together, suppliers should develop marketing strategies that will encourage joint consumption and therefore increase the value of the Conditioner market

Table of Contents1 Introduction1.1 What is this Report About?1.2 Definitions1.2.1 Consumer Trends1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)1.2.3 End Consumers1.2.4 Volume Units and Aggregations1.2.5 Population Profiles (for interpretation of tables and charts)1.3 Methodology1.3.1 Introduction1.3.2 Large scale, international, program of online consumer surveys1.3.3 Nationally Representative results (age, gender)1.3.4 Parents answered on their children's behalf1.3.5 Legal Drinking Age exclusions for alcoholic drinks categories1.3.6 Integrated with industry calling and secondary research2 Consumer Segmentation, Group Value and Trend Influence2.1 Cohort Groups and Haircare Market Value2.1.1 Age Groups2.1.2 Gender Groups2.1.3 Location Groups2.1.4 Education Achieved Groups2.1.5 Wealth Groups2.1.6 Busy Lives Groups2.2 Cohort Groups and Market Value by Category2.2.1 Conditioner2.2.2 Hair Colorants2.2.3 Perms & Relaxers2.2.4 Shampoo2.2.5 Styling Agents2.3 Behavioral Trends and Market Value2.3.1 Conditioner2.3.2 Hair Colorants2.3.3 Perms & Relaxers2.3.4 Shampoo2.3.5 Styling Agents3 Consumption Analysis3.1 Consumption Frequencies by Age and Gender3.1.1 Conditioner3.1.2 Hair Colorants3.1.3 Perms & Relaxers3.1.4 Shampoo3.1.5 Styling Agents3.2 Consumer Profiles by Product Category3.2.1 Conditioner3.2.2 Hair Colorants3.2.3 Perms & Relaxers3.2.4 Shampoo3.2.5 Styling Agents4 Brand vs. Private Label Choices4.1 Brand vs. Private Label Volume Share4.1.1 By Category4.2 Haircare Brand Choice and Private Label Shares4.2.1 Conditioner4.2.2 Hair Colorants4.2.3 Perms & Relaxers4.2.4 Shampoo4.2.5 Styling Agents5 The Share of Consumers Influenced by Trends5.1 Trend Drivers of Consumers' Product Choices5.1.1 Overall Haircare5.1.2 Conditioner5.1.3 Hair Colorants5.1.4 Perms & Relaxers5.1.5 Shampoo5.1.6 Styling Agents6 Consumption Impact: Market Valuation6.1 Haircare Value Impact of Consumer Consumption Behavior6.1.1 Market Value by Category6.1.2 Market Volume by Category6.2 Haircare Value Analysis by Category6.2.1 Share by Category6.2.2 Expenditure per Capita by Category6.2.3 Expenditure per Household by Category6.3 Haircare Volume Impact of Consumer Behavior Trends6.3.1 Share by Category6.3.2 Consumption per Capita by Category6.3.3 Consumption per Household by Category7 Retailer Choice, Switching and Category Share7.1 Retailer Volume Share by Category7.1.1 Retail Share by Volume - Conditioner7.1.2 Retail Share by Volume - Hair Colorants7.1.3 Retail Share by Volume - Perms & Relaxers7.1.4 Retail Share by Volume - Shampoo7.1.5 Retail Share by Volume - Styling Agents7.2 Levels of Retailer Switching in the Last Six Months7.2.1 Matrix of Switching Behavior in Last Six Months of 20117.2.2 Costco Switching Analysis7.2.3 Kroger Switching Analysis7.2.4 Publix Switching Analysis7.2.5 Wal-Mart Switching Analysis7.2.6 Other Switching Analysis7.3 Profiles of End-Consumers of Haircare, by Retailer Used7.3.1 Costco7.3.2 Kroger7.3.3 Publix7.3.4 Safeway7.3.5 Wal-Mart7.3.6 Other8 Appendix8.1 About Canadean8.2 DisclaimerList of TablesTable 1: Volume Units for the Haircare MarketTable 2: United States Survey Respondent Profile (weighted), 2011Table 3: United States Haircare Value Share (%), by Age Groups, 2011Table 4: United States Haircare Value Share (%), by Gender, 2011Table 5: United States Haircare Value Share (%), by Urban and Rural Dwellers, 2011Table 6: United States Haircare Value Share (%) by Education Level Achieved Groups, 2011Table 7: United States Haircare Value Share (%) by Wealth Groups, 2011Table 8: United States Haircare Value Share (%) by Busy Lives Groups, 2011Table 9: United States Conditioner Consumer Group Share (% market value), 2011Table 10: United States Hair Colorants Consumer Group Share (% market value), 2011Table 11: United States Perms & Relaxers Consumer Group Share (% market value), 2011Table 12: United States Shampoo Consumer Group Share (% market value), 2011Table 13: United States Styling Agents Consumer Group Share (% market value), 2011Table 14: United States Total Conditioner Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011Table 15: United States Total Hair Colorants Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011Table 16: United States Total Perms & Relaxers Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011Table 17: United States Total Shampoo Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011Table 18: United States Total Styling Agents Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011Table 19: United States Conditioner Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011Table 20: United States Conditioner Consumption Frequency Analysis (% by Gender by Consumption Group), 2011Table 21: United States Hair Colorants Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011Table 22: United States Hair Colorants Consumption Frequency Analysis (% by Gender by Consumption Group), 2011Table 23: United States Perms & Relaxers Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011Table 24: United States Perms & Relaxers Consumption Frequency Analysis (% by Gender by Consumption Group), 2011Table 25: United States Shampoo Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011Table 26: United States Shampoo Consumption Frequency Analysis (% by Gender by Consumption Group), 2011Table 27: United States Styling Agents Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011Table 28: United States Styling Agents Consumption Frequency Analysis (% by Gender by Consumption Group), 2011Table 29: United States Conditioner Consumer Profiles (% consumers by sub-group), 2011Table 30: United States Hair Colorants Consumer Profiles (% consumers by sub-group), 2011Table 31: United States Perms & Relaxers Consumer Profiles (% consumers by sub-group), 2011Table 32: United States Shampoo Consumer Profiles (% consumers by sub-group), 2011Table 33: United States Styling Agents Consumer Profiles (% consumers by sub-group), 2011Table 34: United States Haircare Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011Table 35: United States Conditioner Survey-tracked Brand Shares by Volume (% Vol), 2011Table 36: United States Hair Colorants Survey-tracked Brand Shares by Volume (% Vol), 2011Table 37: United States Perms & Relaxers Survey-tracked Brand Shares by Volume (% Vol), 2011Table 38: United States Shampoo Survey-tracked Brand Shares by Volume (% Vol), 2011Table 39: United States Styling Agents Survey-tracked Brand Shares by Volume (% Vol), 2011Table 40: United States, Overall Haircare: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011Table 41: United States, Conditioner: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011Table 42: United States, Hair Colorants: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011Table 43: United States, Perms & Relaxers: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011Table 44: United States, Shampoo: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011Table 45: United States, Styling Agents: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011Table 46: United States Haircare Market Value (US Dollar million), by Category, 2011Table 47: United States Haircare Market Volume (Ltrs m or Units m), by Category, 2011Table 48: United States Haircare Market Share (US$ million), by Category, 2011Table 49: United States Haircare Expenditure Per Capita (US Dollar), by Category, 2011Table 50: United States Haircare Expenditure Per Household (US Dollar), by CategoryTable 51: United States Haircare Market Volume Share (Ltrs m or Units m) by Category, 2011Table 52: United States Haircare Consumption Per Capita, by Category, 2011Table 53: United States Haircare Consumption Per Household, by Category, 2011Table 54: United States Conditioner Survey-tracked Retailer Shares by Volume (Ltrs m), 2011Table 55: United States Hair Colorants Survey-tracked Retailer Shares by Volume (Units m), 2011Table 56: United States Perms & Relaxers Survey-tracked Retailer Shares by Volume (Units m), 2011Table 57: United States Shampoo Survey-tracked Retailer Shares by Volume (Ltrs m), 2011Table 58: United States Styling Agents Survey-tracked Retailer Shares by Volume (Ltrs m), 2011Table 59: United States: Switchers to Costco for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011Table 60: United States: Switchers From Costco for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011Table 61: United States: Switchers to Kroger for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011Table 62: United States: Switchers From Kroger for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011Table 63: United States: Switchers to Publix for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011Table 64: United States: Switchers From Publix for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011Table 65: United States: Switchers to Wal-Mart for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011Table 66: United States: Switchers From Wal-Mart for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011Table 67: United States: Switchers to Other for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011Table 68: United States: Switchers From Other for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011Table 69: United States: Profile of Haircare Consumers Whose Goods Mainly Come From Costco (% by Subgroup, as tracked by the Survey), 2011Table 70: United States: Profile of Haircare Consumers Whose Goods Mainly Come From Kroger (% by Subgroup, as tracked by the Survey), 2011Table 71: United States: Profile of Haircare Consumers Whose Goods Mainly Come From Publix (% by Subgroup, as tracked by the Survey), 2011Table 72: United States: Profile of Haircare Consumers Whose Goods Mainly Come From Safeway (% by Subgroup, as tracked by the Survey), 2011Table 73: United States: Profile of Haircare Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup, as tracked by the Survey), 2011Table 74: United States: Profile of Haircare Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2011List of FiguresFigure 1: Consumer Panel Report MethodologyFigure 2: United States Haircare Value Share (%), by Age Groups, 2011Figure 3: United States Haircare Value Share (%), by Gender, 2011Figure 4: United States Haircare Value Share (%), by Urban and Rural Dwellers, 2011Figure 5: United States Haircare Value Share (%) by Education Level Achieved Groups, 2011Figure 6: United States Haircare Value Share (%) by Wealth Groups, 2011Figure 7: United States Haircare Value Share (%) by Busy Lives Groups, 2011Figure 8: United States Conditioner Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011Figure 9: United States Conditioner Consumption Frequency Analysis (% by Gender by Consumption Group), 2011Figure 10: United States Hair Colorants Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011Figure 11: United States Hair Colorants Consumption Frequency Analysis (% by Gender by Consumption Group), 2011Figure 12: United States Perms & Relaxers Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011Figure 13: United States Perms & Relaxers Consumption Frequency Analysis (% by Gender by Consumption Group), 2011Figure 14: United States Shampoo Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011Figure 15: United States Shampoo Consumption Frequency Analysis (% by Gender by Consumption Group), 2011Figure 16: United States Styling Agents Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011Figure 17: United States Styling Agents Consumption Frequency Analysis (% by Gender by Consumption Group), 2011Figure 18: United States Haircare Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011Figure 19: United States Haircare Market Share (US$ million), by Category, 2011Figure 20: United States Haircare Expenditure Per Capita (US$), by Category, 2011Figure 21: United States Haircare Expenditure Per Household (US$), by CategoryFigure 22: United States Conditioner Survey-tracked Retailer Shares by Volume (Ltrs m), 2011Figure 23: United States Hair Colorants Survey-tracked Retailer Shares by Volume (Units m), 2011Figure 24: United States Perms & Relaxers Survey-tracked Retailer Shares by Volume (Units m), 2011Figure 25: United States Shampoo Survey-tracked Retailer Shares by Volume (Ltrs m), 2011Figure 26: United States Styling Agents Survey-tracked Retailer Shares by Volume (Ltrs m), 2011Figure 27: United States: People Who Have Switched Retailer for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011

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