米国におけるヘアスタイリング剤の市場

Abstract

With a lack of innovation in the category, the market for hair styling products through all channels was a little limp during 2002-07 and in the past year, showing slight declines after inflation. While the hair styling products market is far from saturated, manufacturers have yet to unlock the secret to getting consumers to increase their usage or spending. Lack of penetration remains an issue. In recent years, as large players battle to maintain market share, smaller companies scramble to occupy the many targeting niches.

In this report, Mintel provides an assessment of recent marketplace activity, highlighting sales results and making projections of where the market is headed. Of particular interest to marketers, Mintel identifies a range of potential growth opportunities.

In addition to the topics noted above, this report provides in-depth information on the following:

" Unmet needs in hair care, including ethnic group niches and Baby Boomers

" brand analysis of major category competitors

" the interplay of masstige products (still a trend) and legacy brands

" the impact of a lack of innovation, as the trend is towards line extensions (i.e. defensive activity)

" retailer issues-mass merchants dominate sales, but dozens of small brands guarantee vibrant range of other retailers

" how subtle changes in the population affect the market, such as the declining number of teens, as does not-so-subtle shifts, such as increasing numbers of over-55s in a market with very few targeted products for this group

" how companies are making much more noise with marketing campaigns than with product development

" analyses of usage data for high-potential usage demographic groups, such as teens and Hispanic and black consumers.

This report contains US IRI InfoScan data.

Table of Contents

• Scopes and Themes
• What you need to know
• Definition
• Data sources
• Sales data
• Consumer survey data
• Abbreviations and terms
• Abbreviations
• Terms
• Executive Summary
• Hair styling products not holding up well
• Ethnic and Boomer age group needs are rich sources of potential innovation
• The fight for shelf space: old brands, new brands, "masstige" brands
• Line extensions replace meaningful innovation
• Product and marketing innovation requirements
• Gel/mousse segment outperforms hair spray and spritz
• Retail channels led by mass merchants
• Wal-Mart leads the pack, but opportunities in other channels still exist
• Company scope and scale are important in some segments, less so in others
• Population changes help drive the market
• A noisy advertising category
• Room to expand penetration of the hair spray segment
• Market Size and Forecast
• Key points
• Large brands struggle to keep category growing
• Small companies find their niche and slow market decline
  • Figure 1: Total U.S. sales and forecast of hair styling products at current prices, 2002-12
  • Figure 2: Total U.S. sales and forecast of hair styling products at inflation-adjusted prices, 2002-12
• Wal-Mart sales
• Competitive Context
• Relatively low penetration and usage rate speaks to opportunities within the market
• Line extensions are the principal means of competition
• Small companies making their mark in gel/mousse
• Wal-Mart is a large player, but other channels hold onto their share
• Class to mass continues
• Wash and wear hair
• Segment Performance
• Key points
• Glitz trumps tried-and-true
  • Figure 3: U.S. sales and forecast of hair styling products at current prices, by segment, 2002-12Figure 4: U.S. sales of hair styling products, by segment, 2005 and 2007
• Segment Performance--Hair gel/mousse
• Key points
• Growth stemming mostly from old, but some from new
  • Figure 5: U.S. sales and forecast of hair gel/mousse at current prices, 2002-12
  • Figure 6: U.S. sales and forecast of hair gel/mousse at inflation-adjusted prices, 2002-12
• Segment Performance--Hair spray/spritz
• Key point
• Consumers keep hair spray a staple in their beauty roster
  • Figure 7: U.S. sales and forecast of hair spray/spritz, at current prices, 2002-12
  • Figure 8: U.S. sales and forecast of hair spray/spritz, at inflation-adjusted prices, 2002-12
• Retail Channels
• Key points
• Wal-Mart leads the pack, but opportunities in other channels still exist
  • Figure 9: U.S. sales of hair styling products, by retail channel, 2005 and 2007
• Retail Channels-- Mass merchants, Supercenters, Warehouse Clubs
• Key points
• Increasing number of retailers
  • Figure 10: U.S. sales of hair styling products at other channels, 2002-07
• Retail Channels--Supermarkets
• Key points
• Supermarkets' focus elsewhere leaves beauty products in the lurch
  • Figure 11: U.S. sales of hair styling products at supermarkets, 2002-07
• Retail Channels--Drugstores
• Key points
• The drugstore channel remains a good compromise between mass merchandisers and beauty salons
  • Figure 12: U.S. sales of hair styling products at drugstores, 2002-07
• Retail Channels--Beauty Salons and Barber Shops
• Key points
• A captive audience
  • Figure 13: U.S. sales of hair styling products at beauty salons and barber shops, 2002-07
• Market Drivers
• Total population drives the market, but shifts in composition may point to new targeted opportunities among teens and Hispanics
• Younger consumers increasingly multi-ethnic
  • Figure 14: U.S. population, by race and Hispanic origin, 2002-12
• Boomer women also driving the market
  • Figure 15: U.S. female population, by age, 2003-13
• Can the economy and household incomes be a factor in hair styling products?
  • Figure 16: Reaction to rising gas prices, by gender, November 2007
  • Figure 17: Median income, by race, 1980-2006
• Leading Companies
• Key points
• Manufacturer scale is important in hair spray, less important in gel/mousse
  • Figure 18: Sales of leading hair spray and hair gel/mousse companies at FDM, 2006 and 2007
• Brand Share--Hair Spray
• Key points
• Old favorites may continue to appeal to consumers in 2008
  • Figure 19: FDM brand sales of hair spray in the U.S., 2006 and 2007
• Brand Share--Hair Gel/Mousse
• Key points
• Smaller companies find success with niche products
• Bigger companies use different tactics to maintain their edge
  • Figure 20: FDM brand sales of hair gel/mousse in the U.S., 2006 and 2007
• Brand Qualities
• Suave
• Tresemme
• Garnier Fructis
• Pantene
• L.A. Looks
• Innovation and Innovators
• Focus on ethnic markets has potential
• L' Oréal
• Garnier Fructis
• Bumble & Bumble
• New products tapering off
  • Figure 21: New hair styling product introductions, by segment, 2002-08
  • Figure 22: New hair styling product introductions, by leading companies, 2002-08
  • Figure 23: New hair styling product introductions, by product claims, 2002-08
• Advertising and Promotion
• Overview
• Garnier Fructis
• Suave
  • Figure 24: Suave Extreme Health television ad, 2007
  • Figure 25: Suave Healthy Curls television ad, 2007Figure 26: Suave Professionals television ad, 2007
• Sunsilk
  • Figure 27: Sunsilk television ad, 2007
• John Frieda
  • Figure 28: John Frieda Frizz Ease television ad, 2007
• Usage
• Usage of hair styling products
  • Figure 29: Usage of hair styling products, by gender, May 2006-June 2007
  • Figure 30: Usage of hair styling products, by age, May 2006-June 2007
• Forms of hair spray used
  • Figure 31: Forms of hair spray used, by gender, May 2006-June 2007
  • Figure 32: Forms of hair spray used, by age, May 2006-June 2007
• Scented or unscented
  • Figure 33: Usage of scented and unscented hair spray, by gender, May 2006-June 2007
  • Figure 34: Usage of scented and unscented hair spray, by age, May 2006-June 2007
• Aerosol vs. pump
  • Figure 35: Usage of aerosol and pump hair spray, by gender, May 2006-June 2007
  • Figure 36: Usage of aerosol and pump hair spray, by age, May 2006-June 2007
• Brands
• Popularity of hair spray brands
  • Figure 37: Brands of hair spray used, by gender, May 2006-June 2007
  • Figure 38: Brands of hair spray used, by age, May 2006-June 2007
• Popularity of hair styling product brands
  • Figure 39: Brands of hair styling products used, by gender, May 2006-June 2007
  • Figure 40: Brands of hair styling products used, by age, May 2006-June 2007
• Attitudes and Motivations
• Attitudes towards purchase of hair styling products
  • Figure 41: Reason for purchasing particular products, by gender, March 2008
  • Figure 42: Reason for purchasing particular products, by age, March 2008
• Overall satisfaction with hair styling products purchased
  • Figure 43: Overall sastisfaction with hair styling products, by gender, March 2008
  • Figure 44: Overall sastisfaction with hair styling products, by age, March 2008
• Race and Ethnicity
• Hispanics and blacks are highly engaged in the category
  • Figure 45: Usage of hair styling products, by race/ethnicity, May 2006-June 2007
  • Figure 46: Forms of hair spray used, by race/ethnicity, May 2006-June 2007
  • Figure 47: Brands of hair spray used, by race/ethnicity, May 2006-June 2007
  • Figure 48: Brands of hair styling products used, by race/ethnicity, May 2006-June 2007
• Teens
• Usage of hair styling products
  • Figure 49: Teen usage of hair spray, by age and gender, May 2006-June 2007
  • Figure 50: Teen usage of hair spray or hair styling products, by race/ethnicity, May 2006-June 2007
• Scented vs. unscented
  • Figure 51: Teen usage of scented vs. unscented hair spray, by age and gender, May 2006-June 2007
• Appendix: Other Useful Consumer Tables
• Overall satisfaction with hair styling products
  • Figure 68: Overall sastisfaction with hair styling products, by income, March 2008
• Race/ethnicity
  • Figure 69: Aerosol and pump hair spray, by race/ethnicity, May 2006-June 2007
• Teens--forms of hair spray
  • Figure 70: Teen usage of physical forms of hair spray, by gender, May 2006-June 2007
• Teens--popularity of brands
  • Figure 71: Brand usage of hair spray among teens, by gender, May 2006-June 2007
• Appendix: Trade Associations