Market Focus: Trends and Developments in the Haircare Sector in the US

 Published On: Feb, 2014 |    No of Pages: 42 |  Published By: Canadean | Format: PDF
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Product Synopsis

This report provides a concise overview of the Haircare market in the US. After reading this report, you will understand the size of the market, the economic, demographic, and behavioral trends that will drive its evolution and the leading companies within the market, allowing you to plan effectively for the future.

Introduction and Landscape

Why was the report written?
This overview of the consumer and market dynamics of the US Haircare sector allows new entrants and established companies to gain rapid and comprehensive insight into the current state of the market and identify the key trends that will drive growth in the coming years.

What is the current market landscape and what is changing?
The volume of Haircare products used in the US will steadily increase during 2012-2017.However, the market registered negative growth during 2009 as the market is not immune to the economic recession.

What are the key drivers behind recent market changes?
The US has a large young population, as a number of Millennials will reach the age of 25 years, or older, during 2012–2017. Their growing aspiration to look young and beautiful will drive demand for Haircare products in the country. Moreover, Consumers are now increasingly looking for quality and value for money products for home usage, rather than making expensive visits to salons

What makes this report unique and essential to read?
This report brings together consumer insight and market data to provide a comprehensive brief of the US Haircare sector. This allows for the rapid identification of key growth opportunities across five Haircare categories and their packaging.

Key Features and Benefits

Analysis of consumer behavior, economic conditions, and demography reveals emerging opportunities in the Haircare sector in the US.
Key growth categories are highlighted by analyzing the market dynamics of five Haircare categories: Conditioner, Hair Colorants, Perms and Relaxers, Shampoo, Styling Agents.
Market shares are provided for the leading brands across the Conditioner, Hair Colorants, Perms and Relaxers, Shampoo, Styling Agents categories.
An overview of packaging trends in the US Haircare sector is provided, including primary packaging material and type, packaging closures, and outer packaging.
Key future trends are highlighted and analyzed in order to identify opportunities and threats in the Haircare sector.

Key Market Issues

The market for premium Haircare products continues to grow in the country. The gradual recovery of the US economy supported by a positive tilt in the stock market has led to growth in consumer confidence, particularly amongst the higher income group consumers who are no longer shy of making premium purchases in the Haircare sector.
The Conditioner and Hair Colorants categories are expected to witness positive growth between 2012 and 2017, compared to the weaker growth recording during 2007-2012
Hypermarket & Supermarket chains such as Walmart dominate the distribution of Haircare products in the US, though the market is also marked by the presence of Health and Beauty specialist retailers such as Walgreens, CVS Caremark, and Rite Aid.
The improving state of the economy and a climbing stock market saw a rise in consumer confidence, with even high-income consumers not shying away from premium purchases. Consequently, the overall share of private label products in the US Haircare sector remained low. Private Label share in the Haircare market in the US is highest in the Perms & Relaxers category.
The Styling Agents category is expected to witness the highest growth rate between 2012 and 2017, though it continues to comprise a relatively small value share of the overall Haircare market.

Key Highlights

The growing desire to look young and beautiful amongst men and women will drive demand for Haircare products in the country.
Demand for hair care products in the US is driven by the individual needs of consumers, such as the dryness of hair and scalp. At the same time product quality is increasing important. This page examines the influence of the third and fourth leading trends in the US Haircare sector.
Consumers are increasingly looking for natural and organic haircare products made up of Herbal extracts, bioactive ingredients and less synthetic chemical use. The positioning of these products as being better quality and effective due to their naturalness should be highlighted in the promotional activities.
Major Haircare packaging trends include unconventional bottle shapes, bright and unexpected colors and alternative shapes in both primary and secondary packaging. Meanwhile the demand for Box Outers will increase as a result of increasing usage of Hair Colorants.
Packaging plays a significant role in making products stand out on the shelf and in influencing Haircare purchases. Rigid plastics is the most commonly used packaging type used by major selling categories, especially for conditioners and shampoos, primarily because of low material cost, and easy to handle advantage over glass containers.

Table of Contents

Country context
-          The growing influence of an affluent population and increasing GDP per capita will drive demand for consumer goods in the US
-          Health and Beauty growth will be concentrated in national chains
-          Hypermarkets & Supermarkets will account for the largest share of sales in the US Haircare market
Consumer Profile
-          Haircare product consumption in the US is led by Affluent males and females
-          Older Young Adults are the heaviest consumers of Haircare products in the US
-          The desire to stay young and beautiful is the key motivator for Haircare purchases in the US
-          Demand for better value products together with the desire to look more beautiful drive Haircare needs in the US
-          Growing Individual needs and Quality are driving growth in the US Haircare market
Sector Analysis
-          The US Haircare market is expected to register a steady increase in volume and value growth
-          Shampoo is the largest and fastest growing category in the Haircare market
-          Shampoo to witness marginal increase in market share during the period 2012-2017
-          Conditioner and Hair Colorants to witness increased sales and are expected to grow steadily over 2012-2017
-          Styling Agents will be the fastest growing category in the Haircare market
Brands & Private Labels
-          Pantene and Loreal leads with brand share in the Conditioner and Hair Colorants category while Clairol is the largest selling Perms & relaxers brand
-          US consumers continue to prefer branded products over Private label
-          Private label sales of Styling Agents is driving category growth
Packaging Insight
-          Shampoo and conditioner high volume share is creating demand of Rigid Plastics Bottles Packaging and Flip/Snap Top Closures
-          Rising consumption of Haircare products will drive increase in packaging demand by 2017
Future Outlook– Key trends in the US Haircare sector
-          Product innovation targeting busy consumers and increased online interaction with consumers are the key trends in the haircare market
Data Appendix & Summary Methodology

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