Home / Hair Care / Home Hair Color - US - February 2015

Home Hair Color - US - February 2015

Published: Feb 2015 | No Of Pages: 47 | Published By: Mintel

Product Synopsis

 
Sales of home hair color remain stagnant, as consumers are increasingly reliant on the salon for hair coloring services. Still, growth opportunities exist in the more than $2 billion category, including hair color products that promote hair health and salon-quality results. Focusing on relatively untapped demographics, such as men and older adults, could also yield solid results.

Overview
What you need to know
Definition

Executive Summary
The issues
Category sales are stagnant
Figure 1: Total US sales and fan chart forecast of home hair color, at current prices, 2009-19
Salon market is impacting growth of home hair color
Figure 2: Types of hair coloring services done, November 2014
Concerns about results, hair damage
Figure 3: Attitudes toward hair damage and results, November 2014
The opportunities
Focus on men
Figure 4: Spent more time on hair coloring, by gender, November 2014
Emphasize healthy hair
Figure 5: Any interest in healthy hair concepts, November 2014
Go beyond gray coverage
Figure 6: select attitudes toward hair coloring and any interest in anti-aging hair color, November 2014
What it means

The Market – What You Need to Know
What you need to know

The Market – Market Size and Forecast
Historic and projected sales performance for home hair color
Figure 7: Total US sales and fan chart forecast of home hair color, at current prices, 2009-19
Figure 8: Total US sales and forecast of home hair color, at current prices, 2009-19

The Market – Market Perspective
Hair color losing share
Figure 9: Sales of haircare, by segment, 2011 and 2013

The Market – Market Factors
Economic growth benefits salon market
Growth among younger male population
Figure 10: Male population by age, 2009-19
Population shifts make hair coloring population more diverse
Figure 11: Population by race and Hispanic origin, percent change 2014-19
Rise in functional hair color claims
Figure 12: Select functional and natural home hair color claims, by share, 2013 and 2014

Key Players – What You Need to Know
What you need to know

Key Players – Manufacturer Sales of Home Hair Color
Amid category declines, leading brands struggle to grow
Figure 13: Manufacturer sales of home hair color, 2013 and 2014

Key Players – What’s Working?
Anti-aging hair color
Figure 14: MULO sales of Clairol Expert Collection Age Defy, 52 weeks ending Nov. 2, 2014
Root touch-ups
Figure 15: MULO sales of Clairol Nice n’ Easy Root Touch-up, 52 weeks ending Nov. 2, 2014
Temporary hair color
Figure 16: MULO sales of select temporary hair color products, 2013 and 2014

Key Players – What’s Struggling?
Highlighting kits
Figure 17: MULO sales of select highlighting products, 2013 and 2014

Key Players – What’s Next?
New formats
Online services
Salon-quality results

The Consumer – What You Need to Know
What you need to know

The Consumer – Hair Color Services
Permanent hair color most common service
Figure 18: Types of hair coloring services done, November 2014
The home hair color consumer
Figure 19: Use of home hair coloring products, by gender, August 2013-September 2014
The salon hair color consumer

The Consumer – Frequency of Use
Despite decreased usage, frequency of home hair coloring increases with age
Figure 20: Frequency of home hair coloring products used in past 12 months, by age, August 2013-September 2014

The Consumer – Hair Color and Level of Gray
Most adults have some grays
Figure 22: Any type of hair color service, by level of gray, November 2014
Darker hair colors most prevalent among adults
Figure 21: Level of gray and hair color, November 2014

The Consumer – Time Spent
Men spending more time in the category
Figure 23: Spent more time on hair coloring, by gender, November 2014

The Consumer – Purchase Influencers
Shade selection is important, though gender reveals differences in how people shop the category
Figure 24: Purchase influencers, any rank, November 2014

The Consumer – Interest in New Products
Women interested in hair health, men looking for customization
Figure 25: Interest in new products and benefits, November 2014
Women focus on hair health, results
Men looking for customization, convenience
Figure 26: Any interest in select new products and benefits, by gender, November 2014

The Consumer – Attitudes Toward Hair Coloring
Looking younger is a key motivator for coloring hair
Opportunity for products, information that simplifies hair coloring process
Figure 27: Select attitudes toward hair coloring, by gender, November 2014

Appendix – Data Sources and Abbreviations
Data sources
Sales data
Fan chart forecast
Consumer survey data
Abbreviations and terms
Abbreviations

Appendix – Market
Figure 28: Total US sales and forecast of home hair color, at inflation-adjusted prices, 2009-19
Figure 29: Total US retail sales of home hair color, by channel, at current prices, 2012 and 2014
Figure 30: Changes in DPI (disposable personal income), 2007-14
Figure 31: Thomson Reuters/University of Michigan Index of Consumer Sentiment, 2007-14

Choose License Type
 
Contact Information
24/7 Research Support
Phone: +1-855-455-8662
sales@acutemarketreports.com
Get in Touch with us
join us on Facebook
Follow us on Twitter
Follow us on LinkedIn
Add us on Google +