TABLE OF CONTENT
SCOPE AND THEMES
What you need to know
Consumer survey data
Abbreviations and terms
Figure 1: U.S. sales and fan chart forecast of shampoo, conditioner, and styling products, at current prices,
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The haircare category is highly saturated and competitive, creating challenges for manufacturers and retailers to encourage increased consumer spending in the category. However, continued improvements in product functionality combined with the emergence of new segments such as anti-aging have the potential to drive future category growth.
Some questions answered in this report include:
- Shampoo has high household penetration, making segment growth challenging. What are the opportunities to drive growth and add meaningful value that will encourage consumers to trade up in the segment?
- Low price was listed as the top influencer when purchasing haircare in 2012. How can manufacturers elevate the perception of haircare and encourage increased spending in the category?
- Natural/botanical is the leading haircare claim and generates high levels of consumer interest. However, consumers aren’t necessarily willing to pay more for natural ingredients. How can the category make natural products a stronger value-added proposition?
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