Abstract
With penetration and frequency of use holding steady year after year, shampoo and conditioner can clearly be described as a mature category with little potential for explosive growth. But with an eye to the category' s potential for profit, major suppliers continue to invest heavily in advertising and marketing to win share for their top brands, and a steady stream of smaller companies continue to chase after narrower opportunities. The result is a shampoo and conditioner aisle that grows ever more complex, with a flood of bright colors and a product specifically designed for every imaginable type of bad hair day. It' s no wonder that a significant percentage of consumers find the selection of products available to be overwhelming.
This report examines the crowded and competitive shampoo and conditioner category from a number of angles to help marketers and retailers plot a course for growth. Mintel provides an assessment of recent marketplace activity, highlights sales results, and makes projections of where the market is headed.
In addition to the topics noted above, this report provides in-depth information on the following:
- Analysis of category sales by segment, retail channel, key manufacturer, and brand.
- Brand profiles of major category competitors.
- Discussion of recent new product introductions from major competitors, as well as a sampling of recent launches from smaller niche competitors.
- Advertising in the category.
- Category-user behaviors and attitudes based on Simmons data and Mintel' s own research.
- Separate analyses of usage data for high-potential demographic groups, including Hispanic and black consumers as well as teens and kids.
Table of Contents
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Executive Summary
- Market size
- Big four dominate mass channels...
- ...but hundreds of competitors play
- "Masstige" migration continues
- Increasing specialization crowds shelves
- Brands re-invent themselves, bright colors are still hot
- Major brands target young women, with a few notable exceptions
- Population shifts suggest that seniors and Hispanics will grow influence
- Shampoo and conditioner widely available across channels--mass merchants lead growth
- Heavy advertising
- Market Size and Forecast
- Key points
- Competitors push to add value to the category...
- ...but market dynamics in the aisles keep sales growth in check
- Figure 1: Total U.S. sales and forecast of shampoo and conditioner, at current prices, 2002-12
- Figure 2: Total U.S. sales and forecast of shampoo and conditioner, at inflation-adjusted prices*, 2002-12
- Wal-Mart sales
- Competitive Context
- A battle for market share
- Young women' s market is the battlefield
- Brand re-invention a key competitive weapon
- A shampoo and conditioner for every kind of bad hair day
- Big four dominate mass channels...
- ...but hundreds of competitors play
- "Masstige" migration continues
- Segment Performance--Shampoo vs. Conditioner
- Key points
- Like twins, but not identical
- Figure 3: U.S. sales and forecast of shampoo and conditioner, at current prices, by segment, 2002-12
- Figure 4: U.S. sales of shampoo and conditioner, by segment, 2005 and 2007
- Figure 5: U.S. sales and forecast of shampoo, at current prices, 2002-12
- Figure 6: U.S. sales and forecast of shampoo, at inflation-adjusted prices, 2002-12
- Figure 7: U.S. sales and forecast of conditioner, at current prices, 2002-12
- Figure 8: U.S. sales and forecast of conditioner at inflation-adjusted prices, 2002-12
- Retail Channels
- Key points
- Breadth of category offerings lines up with breadth of channels
- Figure 9: U.S. sales of shampoo and conditioner, by retail channel, 2005 and 2007
- Retail Channels--Supermarkets
- Key points
- Competitive pressure has forced supermarkets to emphasize the perimeter at
the expense of personal care
- Figure 10: U.S. sales of shampoo and conditioner at food stores, 2002-07
- Retail Channels--Drug stores
- Key points
- Drug stores court the premium market
- Figure 11: U.S. sales of shampoo and conditioner at drug stores, 2002-07
- Retail Channels--Natural Channels
- Natural channel/SPINS
- Challenges in natural/organic personal care
- Figure 12: Natural product supermarket retail sales of shampoo and conditioner, at current and inflation-adjusted prices, 2005-07
- Natural channel sales by segment
- Figure 13: Natural product supermarket retail sales of shampoo and conditioner, by segment, 2005-07
- Figure 14: Natural product supermarket retail sales of shampoo, at current and constant prices, 2005-07Figure 15: Natural product supermarket retail sales of conditioner, at current and constant prices, 2005-07
- Shampoo and conditioner natural channel brands
- Figure 16: Manufacturer brand natural supermarket sales of shampoo and conditioner, 2005 and 2007
- Retail Channels--Beauty Salons & Barbershops
- Key points
- Growth continues despite diversion to mass
- Figure 17: U.S. sales of shampoo and conditioner at beauty salons and barbershops, 2002-07
- Retail Channels--Other
- Key points
- Wal-Mart leads the mainstream, but plenty of room for other offerings
- Figure 18: U.S. sales of shampoo and conditioner at other channels, 2002-07
- Market Drivers
- Targeted opportunities among seniors and Hispanics
- Figure 19: U.S. population and projections and usage of shampoo, by age, 2003-13
- Figure 20: U.S. population and projections and usage of conditioner, by age, 2003-13
- Figure 21: U.S. population and projections and usage of shampoo, by race/ethnicity, 2003-13
- Figure 22: U.S. population and projections and usage of conditioner, by race/ethnicity, 2003-13
- Leading Companies
- Key points
- P&G leads, but others maintain solid positions
- Figure 23: Sales of leading shampoo and conditioner companies, 2006 and 2007
- Brand Share--Shampoo
- Key points
- Among major brands, re-stages move market share
- Figure 24: FDM brand sales of shampoo in the U.S., 2006 and 2007
- Brand Share--Conditioner
- Key points
- Conditioners key to brand share growth
- Figure 25: FDM brand sales of conditioner in the U.S., 2006 and 2007
- Brand Qualities
- Pantene
- Head & Shoulders
- Garnier Fructis
- Suave
- Sunsilk
- Innovation and Innovators
- Bright colors are hot, and getting hotter
- A new idea for aging hair from Dove
- The long tail of innovation
- Advertising and Promotion
- Overview
- Figure 26: Media expenditures for shampoo and conditioner brands from Brandweek' s Superbrands report, 2007
- Brand campaigns, with product-focused messages
- Targeting is young and female, with a few notable exceptions
- Figure 27: Pantene television ad, 2007
- Figure 28: Garnier Fructis television ad, 2007
- Figure 29: Garnier Fructis television ad, 2007Figure 30: Herbal Essences television ad, 2007
- Figure 31: Head & Shoulders--Male television ad, 2007
- Figure 32: Head & Shoulders--Female television ad, 2007
- Figure 33: Suave--television ad, 2007
- Figure 34: Dove Pro-Age--television ad, 2007Conditioners starting to take center stage
- Figure 35: Garnier Fructis Deep Conditioner television ad, 2007
- Figure 36: Pantene Conditioner television ad, 2007Figure 37: Pantene Conditioner television ad, 2007
- Figure 38: Head & Shoulders Conditioner television ad, 2007
- A variety of executional approaches, along with a few category conventions
- Figure 39: Pantene television ad, 2007
- Figure 40: Garnier Fructis television ad, 2007
- Figure 41: Herbal Essences television ad, 2007Figure 42: Dove television ad, 2007
- Usage
- Key findings
- Usage and frequency of shampoo and conditioner
- Figure 43: Usage of shampoo and conditioner, by gender, May 2006-June 2007
- Figure 44: Male usage of shampoo and conditioner, by age, May 2006-June 2007
- Figure 45: Female usage of shampoo and conditioner, by age, May 2006-June 2007
- Types of hair problems
- Figure 46: Types of hair problems, by gender, February 2008
- Type of shampoo used
- Figure 47: Types of shampoo used, by gender, May 2006-June 2007
- Types of conditioner used
- Figure 48: Types of conditioner used, by gender, May 2006-June 2007
- Figure 49: Types of conditioner used by females, by age, May 2006-June 2007
- Product Preferences and Attitudes
- Attitudes toward shampoos and conditioners
- Key points
- Figure 50: Attitudes towards shampoos and conditioners, by gender, February 2008
- Purchase factors for shampoo and conditioner selection
- Figure 51: Purchase influences, by gender, February 2008
- Figure 52: Purchase influences, by age, February 2008
- Average price paid
- Figure 53: Average price paid for shampoo and conditioner, by gender, February 2008
- Figure 54: Average price paid for shampoo and conditioner, by age, February 2008Nature-friendly product claims
- Figure 55: Nature-friendly product claims, by gender, February 2008
- Brand Loyalty and Brands Purchased
- Key points
- Brand loyalty
- Figure 56: Brand loyalty, by gender, February 2008Shampoo brand usage
- Figure 57: Use of shampoo brands among males, by age, May 2006-June 2007
- Figure 58: Use of shampoo brands among females, by age, May 2006-June 2007
- Conditioner brand usage
- Figure 59: Use of conditioner brands, by gender, May 2006-June 2007
- Race/Ethnicity
- Key points
- Figure 60: Usage and frequency of shampoo and conditioner, by race/ethnicity, May 2006-June 2007
- Figure 61: Types of hair problems, by race/ethnicity, February 2008
- Figure 62: Attitudes toward shampoos and conditioners, by race/ethnicity, February 2008
- Teens and Kids
- Key findings
- Teens
- Figure 63: Usage and frequency of use of shampoo and conditioner by teens, by age and gender, May 2006-June 2007
- Figure 64: Types of shampoo used by teens, by age and gender, May 2006-June 2007
- Figure 65: Types of Conditioner used by teens, by age and gender, May 2006-June 2007
- Kids
- Figure 66: Use and frequency of use of shampoos by adults, teens, and children, by age, May 2006-June 2007
- Figure 67: Use of shampoo brands by children, by age, May 2006-June 2007
- Appendix: Other Useful Consumer Tables
- Attitudes
- Figure 88: Attitudes and purchase preferences, by income, December 2007
- Figure 89: Attitudes towards shampoos and conditioners, by age, February 2008
- Types and brands used
- Figure 90: Types of shampoo used by males, by race/ethnicity, May 2006-June 2007
- Figure 91: Types of shampoo used by females, by race/ethnicity, May 2006-June 2007
- Figure 92: Use of shampoo brands, by race/ethnicity, May 2006-June 2007
- Figure 93: Use of conditioner brands, by race/ethnicity, May 2006-June 2007
- Appendix: Trade Associations
