フランスにおけるシャンプーとコンディショナーの市場

Abstract

Regime use of shampoo and conditioner, strong in the UK, is not yet the French way. Conditioners are viewed as specialised ' treatments' , commonly to be left on the hair prior to shampooing. French women are not generally in the habit of routinely conditioning after washing. Whilst encouraging regime use would appear a clear route to increasing weight of usage, treatment conditioners are currently the only growth segment in the market and this growth is unlikely to be jeopardised by manufacturers over-anxious to increase volume sales.

Table of Contents

• Issues in the MarketDefinition
• Consumer research
• Abbreviations
• Market in Brief
• Market value being eroded
• Value-added products are a growth segment
• New launches are essential to keep spending up
• Money-off promotions have reduced average spend
• Little interest in own-labels
• Conditioner has room to expand the consumer base
• Mintel forecasts no growth to 2011
• Internal Market Environment
• Key points
• Best potential for products to enhance brown hair
  • Figure 1: Women' s natural hair colour, 2006
  • Figure 2: Women' s natural hair colour, by country, 2006
• Dry or frizzy hair is a growing problem
  • Figure 3: Trends in hair type, by women, 2002-06
  • Figure 4: Trends in hair type, by men, 2002-06
• More men than women have dandruff
  • Figure 5: Scalp conditions prone to, by gender, 2006
• Six in ten women have altered their hair colour
  • Figure 6: Permed or coloured hair, by women, by age, 2006
• Sports and exercise is not a major driver
  • Figure 7: Attitudes to sport and exercise, by gender, 2006
  • Figure 8: Trends in exercising, by women, 2002-06
  • Figure 9: Trends in exercising, by men, 2002-06
• Female purchasing for men
  • Figure 10: Female purchasing of toiletries for men, by type, 2002-06
• Broader Market Environment
• Key points
• Economic situation has not helped consumer spending
  • Figure 11: Trends in French PDI, consumer expenditure and GDP, at current prices, 2001-11
• Ageing population is increasingly being catered for
  • Figure 12: Trends in French adult female population, by age, 2001-11
  • Figure 13: Trends in French adult male population, by age, 2001-11
• Working women want to look well-groomed in the workplace
  • Figure 14: Trends in French employment, by gender, 2000-05
  • Figure 15: French beauty sales, by type, at manufacturers' prices, 2004-05
• EU regulations
• Who' s Innovating?
• Key points
• New product launches -- France in the lead
  • Figure 16: Number of new product introductions in shampoos and conditioners, 2002-06
  • Figure 17: New product development in shampoos and conditioners in major markets, 12 months to April 2007
• Natural ingredients to the fore
  • Figure 18: New product development in shampoos and conditioners, by product claim/benefit*, 12 months to April 2007
  • Figure 19: New product development in shampoos and conditioners, by most prominent manufacturers, year to April 2007
• Product trends
• Market Size and Forecast
• Key points
• More users, but spending slightly less
  • Figure 20: French retail value sales of shampoos and conditioners, at current and constant prices, 2002-11
  • Figure 21: Average per capita spend on shampoos and conditioners, 2002-07
• Added value has become the norm, and shoppers are reluctant to pay extra...
• ...but treatment products are a growth segment
  • Figure 22: Average spend on haircare per adult (15+), by country, 2002-07
• Prospects
• Consumers have got used to low prices
• Conditioners need to change their image as a ' special treat' for hair
• Mintel forecasts
• Factors incorporated in the forecast
• Segment Performance
• Key points
• Conditioners gaining share
  • Figure 23: French retail value sales of shampoos and conditioners, by type, 2002-07
• Shampoo sales declining overall, but treatment shampoos are growing
  • Figure 24: French retail value sales of shampoos, at current and constant prices, 2002-11
  • Figure 25: French retail value sales of shampoos, by type, 2005-07
• Conditioners are growing, but only slowly
  • Figure 26: French retail value sales of conditioners, at current and constant prices, 2002-11
• Treatments are again driving growth
  • Figure 27: French retail value sales of conditioners, by type, 2005-07
• Market Share
• Key points
  • Figure 28: Manufacturers' retail value shares of shampoos and conditioners, 2005-07
  • Figure 29: Brands' retail value shares of shampoos, 2005-07
  • Figure 30: Brands' retail value shares of conditioners, 2005-07
• Companies and Products
• L' Oréal
• Procter & Gamble
• Unilever
• Henkel
• Eug&erave;ne Perma
• Johnson & Johnson
• Channels to Market
• Key points
  • Figure 31: French retail value sales of shampoos and conditioners, by outlet type, 2005-07
  • Figure 32: French retail value sales of shampoos, by outlet type, 2005-07
• Figure 33: French retail value sales of conditioners, by outlet type, 2005-07
• Retail environment
• The Consumer -- Pan-European Overview
• Key points
• Potential to increase frequency of shampoo use?
  • Figure 34: Penetration and frequency of using shampoo and conditioner, by women, by country, 2006
  • Figure 35: Penetration and frequency of using shampoo and conditioner, by men, by country, 2006
• The Consumer -- Trends in Usage
• Key points
• Shampoo reaches saturation, but room for growth in conditioners
  • Figure 36: Trends in use of shampoo and conditioner, by women, 2002-06
• Few men have adopted the conditioning habit
  • Figure 37: Trends in use of shampoo and conditioner, by men, 2002-06
• The Consumer -- Who Uses?
• Key points
  • Figure 38: Penetration and weight of usage of shampoo and conditioner, by gender, 2006
• Older women may respond to anti-ageing haircare
• Men are more frequent users of shampoo
• Older women need more persuasion to use conditioner
• Men aged 25-44 are most important for volume use of conditioner
• Employment is important to the shampoo & conditioner market
• Detailed demographics
  • Figure 39: Penetration and frequency of using shampoo, by women, by demographic sub-group, 2006
  • Figure 40: Penetration and frequency of using conditioner, by women, by demographic sub-group, 2006
  • Figure 41: Penetration and frequency of using shampoo, by men, by demographic sub-group, 2006
  • Figure 42: Penetration and frequency of using conditioner, by men, by demographic sub-group, 2006
• The Consumer -- Attitudes
• Key points
• Among women, shampoo users are less interested in quality
  • Figure 43: Attitudes towards personal appearance, by haircare users, by women, 2006
• Women becoming less interested in NPD and brands
  • Figure 44: Trend in attitudes towards personal appearance, by women, 2002-06
• Male haircare users go for quality
  • Figure 45: Attitudes towards personal appearance, by haircare users, by men, 2006
• Little change in male attitudes towards personal appearance
  • Figure 46: Trends in attitudes towards personal appearance, by men, 2002-06