Abstract
This report explores growth and product trends in two major segments of the haircare industry: hair dryers and styling appliances (straighteners, curling irons and rollers). Major drivers include technological innovation, hairstyle trends and female demographic growth and changes. Replacement of old appliances remains the primary reason that women buy a new appliance, although buying a product with new features that can save time, limit hair damage or allow for a new style are important secondary reasons.
During the period 2002-07, advances in ionic and ceramic technology helped propel sales, especially of straighteners to younger, multi-ethnic women and hot rollers. This mature market remains highly competitive, however, with pricing pressure from the largest retailers limiting profits of the largest companies, making it difficult for smaller competitors to enter the market.
Mintel predicts that hair styling appliance sales will continue with moderate growth through 2012. Continued technological advances and outreach to boomers and multi-ethnic consumers will be important to sales in the coming years. Mintel' s consumer research suggests there is a strong interest in environmentally friendly appliances that has not been addressed by the industry.
This report covers electrical haircare appliances that are designed for drying and/or styling (including curling or straightening) hair. Included in the report are the following products:
- Hairdryers-handheld
- Curling irons/brushes-including spring irons, tongs, wands, crimpers and hot air brushes
- Straighteners
- Heat setters or hot rollers
- Sponge rollers
Information throughout this report refers to haircare appliances bought for domestic use via the retail trade. Appliances bought through specialist wholesalers for salon use are excluded.
Table of Contents
Scope and Themes
- What you need to know
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
- New technologies fuel market
- Aging of the female population through 2012 may dampen sales
- Outreach to Boomers warranted to sustain market growth
- Teens, tweens and young multiethnic consumers
- Fashion trends and competition from styling products
- Modest growth in mature, highly competitive market
- ' Other' hair styling appliances comprise fastest-growing segment
- Conair and Helen of Troy hold leading share of market
- Advertising and promotion
- Mass merchandisers are dominant outlets
- Consumer research
- Ownership, usage and purchasing strongest among younger respondents
- Effective marketing to Boomers may focus on salons and promote
- products for colored, thinner and shorter hair
- Ethnic groups show strong ownership and purchasing levels, have specific needs
- Reasons and considerations when purchasing new appliances and selecting specific brands
- The future
Market Drivers
- New technologies fuel market
- Far-infrared
- Ionic products
- Ceramic coatings
- Other innovations
- Growth of female population: a key underlying driver
- Figure 1: Female population, by age, 2002-12
- Baby Boomers: a key affluent demographic group
- Figure 2: Median household income, by age of householder, 2005
- Figure 3: Median personal income of women, by age, 2005
- Teens and tweens
- Younger consumers increasingly multiethnic
- Figure 4: Population, by race and Hispanic origin, 2002-12
- More natural styles and softer curls
- Styling products compete with appliances
Market Size and Trends
- Figure 5: Total U.S. retail sales of hair styling appliances, at current and constant prices, 2002-07
- Figure 6: Total U.S. retail sales of hair styling appliances, at current and constant prices, 2002-07
- Figure 5: Total U.S. unit shipments of hair styling appliances, 2002-07
Market Segmentation
- Figure 7: Sales of hair styling appliances, segmented by type, 2004 and 2006
- Curling irons, straighteners, hot rollers etc.
- Figure 8: Sales of curling irons, straighteners, hot rollers etc., at current and constant prices, 2002-07
- Hairdryers
- Figure 9: Sales of hairdryers, at current and constant prices, 2002-07
Supply Structure
Companies and brands
- Figure 10: Manufacturer sales of hair styling appliances in the U.S., 2004 and 2006
- Conair Corporation
- Helen of Troy
- Spectrum Brands (Remington)
Advertising and Promotion
- Figure 11: Maxi-glide TV ad for ceramic straightener
- Conair
- Figure 12: Conair TV ad for Infiniti Hair Designer Hot Air Styler
- Figure 13: Conair TV ad for Infiniti straightener
- Figure 14: Conair TV ad for Instant Heat Ionic Hair Roller
- Helen of Troy
- Figure 15: Helen of Troy TV ad for Vidal Sassoon
- Remington
Retail Distribution
- Introduction
- Figure 16: U.S. retail sales of hair styling appliances, by channel, 2004 and 2006
- Mass merchandisers
- Figure 17: U.S. mass merchandiser sales of hair styling appliances, at current and constant prices,
- Supermarkets and drug stores
- Figure 18: U.S. supermarket and drug store sales of hair styling appliances, at current and constant
- Specialty stores
- Figure 19: U.S. specialty store sales of hair styling appliances, at current and constant prices, 2002-07
- Department stores
- Figure 20: U.S. department store sales of hair styling appliances, at current and constant prices, 2002-07
- Other retailers
- Figure 21: U.S. other store sales of hair styling appliances, at current and constant prices, 2002-07
The Consumer
- Introduction
- Summary
- Type and length of hair dictates ownership and use of appliances
- Figure 22: Style of hair and length of hair, by age, August 2007
- Figure 23: Style of hair and length of hair, by race/ethnicity, August 2005
- Hair coloring and salon visit frequency
- Figure 24: Frequency of coloring hair, by age, August 2007
- Figure 25: Frequency of coloring hair, by race/ethnicity, August 2007
- Frequency of salon visits
- Figure 26: Frequency of visiting the hair salon, by age, August 2007
- Figure 27: Frequency of visiting the hair salon, by race/ethnicity, August 2007
- Figure 28: Frequency of visiting the hair salon, by household income, August 2007
- Ownership of hair styling appliances
- Figure 29: Total ownership of hair styling appliances, August 2007
- Figure 30: Ownership of hair styling appliances, by age, August 2007
- Figure 31: Ownership of hair styling appliances, by household income, August 2007
- Figure 32: Ownership of hair styling appliances, by race/ethnicity, August 2007
- Frequency of appliance use
- Figure 33: Hairdryer frequency of use, by age, August 2007
- Figure 34: Curling iron frequency of use, by age, August 2007
- Figure 35: Straightener frequency of use, by age, August 2007
- Figure 36: Hair styling appliance frequency of use, by race/ethnicity, August 2007
- Purchasing of hair styling appliances in the past year
- Figure 37: Purchasing of hair styling appliances in the previous 12 months, August 2007
- Figure 38: Purchasing of hair styling appliances in the previous 12 months, by age, August 2007
- Figure 39: Purchasing of hair styling appliances in the previous 12 months, by household
- Figure 40: Purchasing of hair styling appliances in the previous 12 months, by race/ethnicity, August 2007
- Reasons for purchasing hair styling appliances in the last 12 months
- Figure 41: Reasons for buying hair styling appliances in the previous 12 months, August 2007
- Figure 42: Reasons for buying hair styling appliances in the previous 12 months, by age, August 2007
- Figure 43: Reasons for buying hair styling appliances in the previous 12 months, by household
- Considerations when buying a hair styling appliance
- Figure 44: Considerations ranked as important/very important when purchasing hair styling
- Figure 45: Considerations ranked as important/very important when purchasing hair styling
- Figure 46: Considerations ranked as important/very important when purchasing hair styling appliance, by race/ethnicity, August 2007
- Factors weighed when selecting brand of appliance
- Figure 47: Influences on brand choice of hair styling appliances, August 2007
- Where women shop for hair styling appliances and products
- Figure 48: Channel in which each type of hair styling appliance was bought, August 2007
Future and Forecast
- Future trends
- New technologies and time-saving features
- Environmentally friendly products: an undeveloped area of innovation
- New styling trends: softer curls and waves
- Catering to Baby Boomers important for market growth
- Growing importance of the multiethnic consumer
- Market forecast
- Hair styling appliances market
- Figure 49: Forecast of total U.S. retail sales of hair styling appliances, at current and constant
- Figure 50: Graph: Forecast of retail sales of hair styling appliances, at current and constant
- Curling irons, straighteners, hot rollers etc.
- Figure 51: Forecast of U.S. retail sales of curling irons, straighteners, hot rollers etc., at
- Hairdryers
- Figure 52: Forecast of U.S. retail sales of hairdryers, at current and constant prices, 2007-12
- Forecast factors
