SHAMPOO & CONDITIONER Trend Report | Q4 2009 & Q1 2010
INTRODUCTION Overall, new product launches decreased by 6% this review period but increased by 15% year-on-year. It is no surprise to see that shampoo dominates, given high penetration, accounting for 68% of launches this review period, the remaining 32% comprising conditioner. Europe remained the most active region, with 38% of new products, followed by Asia Pacific and Latin America.
TABLE OF CONTENTS Executive summary...
4
Competitive context...
5
Regional analysis...
7
Europe... 9 Asia Pacific... 10 Latin America... 11 Plant ingredients...
12
More than cleaning...
15
Ethical claims... 22 Sensitive skin...
25
Scents lift the mood...
27
Green packaging...
30
*Forecast...
32
Who we are... 33 Works cited... 34
EXECUTIVE SUMMARY Plant ingredients Product naturalness is a dominating trend in this market, driven by the inclusion of plant-based ingredients with some 60% of products featuring the botanical/herbal claim. More than cleaning Over two thirds of products featured a “beauty enhancing” benefit, from moisturizing/ hydrating hair to protecting damaged hair. Some 30% of products featured a “functional” claim such as offering UV protection, being suitable for scalps with skin disorders, or protecting against the elements. Ethical claims Ethical claims in this market focus on animal welfare rather than environmental concerns with 16% of launches marketed as not tested on animals - a now somewhat established feature of many personal care and beauty products.
TRESemmé formulas with USDA certified organic aloe vera and avocado. _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ The Sweet Lemon line from The Body Shop uses community trade ingredients like cocoa butter, shea butter, brazil nut oil and honey from organic sources - the range also gets its moisturizing oil from a source that’s typically discarded: the seeds of the fruit.
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COMPETITIVE CONTEXT Shampoo dominates haircare sub-categories, thanks to high penetration, accounting for 37% of launches this review period (a 3% increase on the previous period).
Issues affecting the market:
LIMITED COMPETITION
ECONOMIC SITUATION
AGEING POPULATION
No other haircare product can achieve the cleansing function of shampoo and its penetration is very high. Moreover, many shampoos are now claimed to do more, such as: preserve color or straighten hair
Salon-only products are expected to struggle as women continue to cut back on their salon visits. Conditioner is likely to suffer given its non-essential status with money-strapped consumers
A group that haircare marketers have found difficult to reach, over-55s, will continue to increase as a percentage of the total population. To take advantage of this group marketers will need to find a
- meaning some competition with hair styling and hair colorants.
scrapping it altogether or turning to alternative products such as 2-in-1 shampoos.
way to generate interest in the category among older adults.
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COMPETITIVE CONTEXT SUB-CATEGORY COMPARISON NUMBER OF VARIANTS (%)
120.0%
Shampoo Hair Treatments Hair Styling Hair Colorants
80.0%
Conditioner
40.0%
0.0% 9
Q2/Q3 2008
Q4/Q1 08-0
Q2/Q3 2009
0 Q4/Q1 09-1
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REGIONAL ANALYSIS Europe … remained the most active region and slightly extended its share from 36% in the previous review period to 38%. Asia Pacific Asia Pacific followed and maintained a 27% share of product launches. Latin America Latin America also saw steady activity, maintaining a 23% share of the market. North America … followed in fourth place with a 10% share, down from previously 12%. This continued the downward trend observed during the last two years to March 2010. Middle East & Africa The region maintained a marginal 2% share of launches. TRENDS Trends were very similar across regions with the focus on the use of plant based ingredients, and healthy vitamins/ minerals, and caring for damaged hair with moisturizing formulations. Dermatologically tested products were especially popular in Europe, the children’s segment was most developed in Latin America; and anti-dandruff and refill packs were popular in Asia Pacific.
Goldwell’s line of products, Sun Reflects, are specifically designed to help damaged hair to recover from summer sun, pool and sea water. _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ Both Rahua shampoo and conditioner are made with organic and 100% natural ingredients, including rahua nut oil that’s found only in the Amazon.
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REGIONAL ANALYSIS NUMBER OF VARIANTS (%)
North America
40.0%
Middle East & Africa Latin America Europe
30.0%
Asia Pacific
20.0%
10.0%
0.0% 9
Q2/Q3 2008
Q4/Q1 08-0
Q2/Q3 2009
0 Q4/Q1 09-1
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REGIONAL ANALYSIS: EUROPE New product activity was fairly evenly split among the top countries with UK accounting for 14% of launches, closely followed by France with 13%, and Russia, Germany and Italy - each with around 8%. Top claims here were botanical/herbal (57%), damaged hair (25%), moisturising/ hydrating (24%), brightening/ illuminating (22%) and vitamin/mineral fortified (22%).
The Beautiful Blonde regime from Trevor Sorbie focuses on reviving dull, lifeless blonde hair, with UV protection. _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ DS Laboratories Revita Hair Growth Stimulating Shampoo is designed to maintain scalp vitality and act on follicle dysfunctions. It’s developed completely without the use of sodium ingredients commonly used in low cost shampoos that are linked to skin irritation, drying, and hair loss.
Dermatologically tested products were especially popular in the region with almost 60% of all such lines seen in Europe.
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