The US Haircare Market: What Consumers Use and Why?

Jan 29, 2014, 09:41 ET from ReportBuyer

LONDON, Jan. 29, 2014 /PRNewswire/ -- Reportbuyer.com just published a new market research report:

The US Haircare Market: What Consumers Use and Why?

Product Synopsis

This report provides the results for the Haircare market in the US from Canadean's unique, highly detailed study 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, the value of the market these trends influence, and brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer groups, providing hard and fast data on consumers and markets at the product category level.

Introduction and Landscape

Why was the report written?
Marketers in the Haircare market face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends. This data report solves these problems by providing survey-based data on consumer trends and consumer groups, and market data that shows the exact 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 increase in the amount of discounted 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 consumption across 26 consumer groups. This data provides 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.

Key Features and Benefits

Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Conditioner, Hair Colorants, Perms & Relaxers, Shampoo, and Styling Agents.

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

Consumer penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.

Unique retailer choice data at the product category level, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues

Consumption of Conditioner in the US mirrors consumption of Shampoo, whereby the proportion of Heavy frequency users peaks among Early Young Adults, after which it declines slowly. However, there are significantly more Heavy frequency consumers of Shampoo than Conditioner, indicating that suppliers of Conditioners need to increase the consumption frequency of current users.

Significantly more women consume Hair Colorants than men. While the proportion of Heavy users is similar across genders, 22% of women record Medium frequency consumption compared to only 5% of men, while 17% of women record Light frequency consumption compared to only 9% of men. This highlights that women are willing to spend more to prevent the graying of their hair than men.

Consumption of Styling Agents peaks among Pre-Mid-Lifers. Within this age group 21% of consumers record Heavy frequency consumption, 14% record Medium frequency consumption, and 10% record Light frequency consumption. Suppliers should aim to increase the consumption frequency of the substantial numbers of Medium and Light frequency users.

Key Highlights

Private label penetration is less than 5% of the market by volume across the US Haircare market. While the presence of private label is highest for hair styling agents, it is lowest for hair colorants. The US is a mature retail environment and, as such, retailers are expecting to invest further in their Haircare private label programs in order to grow their market share.

The Better value for money trend is a key factor driving 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

1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Population Profiles (for interpretation of tables and charts)
2 Methodology
2.1 Introduction
2.2 Initial data are based on a large scale, international program of online consumer surveys
2.3 Demographic groups tracking provides time series data
3 Consumer Segmentation, Group Value and Trend Influence
3.1 Cohort Groups and Haircare Market Value
3.1.1 Age Groups
3.1.2 Gender Groups
3.1.3 Location Groups
3.1.4 Education Achieved Groups
3.1.5 Wealth Groups
3.1.6 Busy Lives Groups
3.2 Cohort Groups and Market Value by Category
3.2.1 Conditioner
3.2.2 Hair Colorants
3.2.3 Perms and Relaxers
3.2.4 Shampoo
3.2.5 Styling Agents
3.3 Behavioral Trends and Market Value
3.3.1 Conditioner
3.3.2 Hair Colorants
3.3.3 Perms and Relaxers
3.3.4 Shampoo
3.3.5 Styling Agents
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Conditioner
4.1.2 Hair Colorants
4.1.3 Perms and Relaxers
4.1.4 Shampoo
4.1.5 Styling Agents
4.2 Consumer Profiles by Product Category
4.2.1 Conditioner
4.2.2 Hair Colorants
4.2.3 Perms and Relaxers
4.2.4 Shampoo
4.2.5 Styling Agents
5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Haircare Brand Choice and Private Label Consumer Penetration
5.2.1 Conditioner
5.2.2 Hair Colorants
5.2.3 Perms and Relaxers
5.2.4 Shampoo
5.2.5 Styling Agents
6 The Share of Consumers influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Haircare
6.1.2 Conditioner
6.1.3 Hair Colorants
6.1.4 Perms and Relaxers
6.1.5 Shampoo
6.1.6 Styling Agents
7 Consumption Impact: Market Valuation
7.1 Haircare Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Haircare Value Analysis by Category
7.2.1 Market Value by Category
7.2.2 Expenditure per Capita by Category
7.2.3 Expenditure per Household by Category
7.3 Haircare Volume Impact of Consumer Behavior Trends
7.3.1 Market Volume by Category
7.3.2 Consumption per Capita by Category
7.3.3 Consumption Per Household by Category
8 Retailer Choice and Category Share
8.1 Retailer Volume Share by Category
8.1.1 Retail Share by Volume - Conditioner
8.1.2 Retail Share by Volume - Hair Colorants
8.1.3 Retail Share by Volume - Perms and Relaxers
8.1.4 Retail Share by Volume - Shampoo
8.1.5 Retail Share by Volume - Styling Agents
8.2 Profiles of End-Consumers of Haircare, by Retailer Used
8.2.1 Costco
8.2.2 Kroger
8.2.3 Publix
8.2.4 Safeway
8.2.5 Wal-Mart
8.2.6 Other
9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Tables

Table 1: Volume Units for the Haircare Market
Table 2: United States Survey Respondent profile (weighted), 2012
Table 3: United States Haircare Value Share (%), by Age Groups, 2012
Table 4: United States Haircare Value Share (%), by Gender, 2012
Table 5: United States Haircare Value Share (%), by Urban and Rural Dwellers, 2012
Table 6: United States Haircare Value Share (%) by Education Level Achieved Groups, 2012
Table 7: United States Haircare Value Share (%) by Wealth Groups, 2012
Table 8: United States Haircare Value Share (%) by Busy Lives Groups, 2012
Table 9: United States Conditioner Consumer Group Share (% market value), 2012
Table 10: United States Hair Colorants Consumer Group Share (% market value), 2012
Table 11: United States Perms and Relaxers Consumer Group Share (% market value), 2012
Table 12: United States Shampoo Consumer Group Share (% market value), 2012
Table 13: United States Styling Agents Consumer Group Share (% market value), 2012
Table 14: United States Total Conditioner Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2012
Table 15: United States Total Hair Colorants Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: United States Total Perms and Relaxers Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2012
Table 17: United States Total Shampoo Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2012
Table 18: United States Total Styling Agents Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2012
Table 19: United States Conditioner Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 20: United States Conditioner Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 21: United States Hair Colorants Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 22: United States Hair Colorants Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 23: United States Perms and Relaxers Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 24: United States Perms and Relaxers Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 25: United States Shampoo Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 26: United States Shampoo Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 27: United States Styling Agents Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 28: United States Styling Agents Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 29: United States Conditioner Consumer Profiles (% consumers by sub-group), 2012
Table 30: United States Hair Colorants Consumer Profiles (% consumers by sub-group), 2012
Table 31: United States Perms and Relaxers Consumer Profiles (% consumers by sub-group), 2012
Table 32: United States Shampoo Consumer Profiles (% consumers by sub-group), 2012
Table 33: United States Styling Agents Consumer Profiles (% consumers by sub-group), 2012
Table 34: United States Haircare Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 35: United States Conditioner Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 36: United States Hair Colorants Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 37: United States Perms and Relaxers Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 38: United States Shampoo Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 39: United States Styling Agents Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 40: United States, Overall Haircare: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 41: United States, Conditioner: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 42: United States, Hair Colorants: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 43: United States, Perms and Relaxers: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 44: United States, Shampoo: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 45: United States, Styling Agents: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 46: United States Haircare Market Value (US Dollar million), by Category, 2012
Table 47: United States Haircare Market Volume by Category, 2012
Table 48: United States Haircare Market Value (US$ million), by Category, 2012
Table 49: United States Haircare Expenditure Per Capita (US Dollar), by Category, 2012
Table 50: United States Haircare Expenditure Per Household (US Dollar), by Category
Table 51: United States Haircare Market Volume (Ltrs m or Units m) by Category, 2012
Table 52: United States Haircare Consumption Per Capita by Category, 2012
Table 53: United States Haircare Consumption Per Household by Category, 2012
Table 54: United States Conditioner Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 55: United States Hair Colorants Survey-tracked Retailer Shares by Volume (Units m), 2012
Table 56: United States Perms and Relaxers Survey-tracked Retailer Shares by Volume (Units m), 2012
Table 57: United States Shampoo Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 58: United States Styling Agents Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 59: United States: Profile of Haircare Consumers Whose Goods Mainly Come From Costco (% by Subgroup, as tracked by the Survey), 2012
Table 60: United States: Profile of Haircare Consumers Whose Goods Mainly Come From Kroger (% by Subgroup, as tracked by the Survey), 2012
Table 61: United States: Profile of Haircare Consumers Whose Goods Mainly Come From Publix (% by Subgroup, as tracked by the Survey), 2012
Table 62: United States: Profile of Haircare Consumers Whose Goods Mainly Come From Safeway (% by Subgroup, as tracked by the Survey), 2012
Table 63: United States: Profile of Haircare Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup, as tracked by the Survey), 2012
Table 64: United States: Profile of Haircare Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2012

List of Figures

Figure 1: Consumer Trends Report Methodology
Figure 2: United States Haircare Value Share (%), by Age Groups, 2012
Figure 3: United States Haircare Value Share (%), by Gender, 2012
Figure 4: United States Haircare Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: United States Haircare Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: United States Haircare Value Share (%) by Wealth Groups, 2012
Figure 7: United States Haircare Value Share (%) by Busy Lives Groups, 2012
Figure 8: United States Conditioner Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: United States Conditioner Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: United States Hair Colorants Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: United States Hair Colorants Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: United States Perms and Relaxers Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: United States Perms and Relaxers Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: United States Shampoo Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 15: United States Shampoo Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 16: United States Styling Agents Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 17: United States Styling Agents Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 18: United States Haircare Market Share (US$ million), by Category, 2012
Figure 19: United States Haircare Expenditure Per Capita (US$), by Category, 2012
Figure 20: United States Haircare Expenditure Per Household (US$), by Category
Figure 21: United States Conditioner Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 22: United States Hair Colorants Survey-tracked Retailer Shares by Volume (Units m), 2012
Figure 23: United States Perms and Relaxers Survey-tracked Retailer Shares by Volume (Units m), 2012
Figure 24: United States Shampoo Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 25: United States Styling Agents Survey-tracked Retailer Shares by Volume (Ltrs m), 2012

Companies Mentioned

Costco, Kroger, Publix, Safeway, Walmart.

Read the full report:
The US Haircare Market: What Consumers Use and Why?
http://www.reportbuyer.com/consumer_goods_retail/cosmetics_grooming/haircare/us_haircare_market_consumers_use_why.html#utm_source=prnewswire&utm_medium=pr&utm_campaign=Hair_Care_Products

For more information:
Sarah Smith
Research Advisor at Reportbuyer.com
Email: query@reportbuyer.com  
Tel: +44 208 816 85 48
Website: www.reportbuyer.com

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