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市場調査レポート

米国のヘアケア市場における消費者の動向(2011年)

Consumer Trends in the Haircare Market in the US

発行 Canadean 商品コード 225892
出版日 ページ情報 英文 80 Pages
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米国のヘアケア市場における消費者の動向(2011年) Consumer Trends in the Haircare Market in the US
出版日: 2012年03月27日 ページ情報: 英文 80 Pages
概要

米国のヘアケア用品の全体的な市場規模に対するプライベートブランドのシェアは5%以下となっています。プライベートブランドの比率は、ヘアスタイリング剤で最も高く、着色剤で最も低くなっています。米国の小売市場は成熟化しているため、小売業者は自社の市場シェアを拡大するために、ヘアケア用品のプライベートブランドにさらに投資しようとしています。「お値打ち感」が米国のヘアケア用品市場の主な促進要因となっています。これは、米国経済の苦境を反映していると共に、消費者が、製品のレベルを下げるか、プライベートブランドを購入するか、買物の頻度を減らすかして、ヘアケア用品への支出を減らそうとしている、ということを意味しています。この価格重視の考え方はサプライヤーにとって、技術革新により自社製品の差別化を進め、コスト引き下げ競争を回避し、利益率を増加させる必要があることを意味しています。市場分析によれば、米国のヘアケア製品全体の約1/3をシャンプーが占め、コンディショナー・染毛剤と続いています。シャンプーとコンディショナーが同時使用を前提に開発されていることを踏まえて、サプライヤーはこの2つの製品の組み合わせ消費を促すようなマーケティング戦略を展開し、コンディショナー市場の価値を増大させるべきです。

当レポートでは、米国におけるヘアケア製品の消費者の動向について調査分析し、グループ(年齢・性別など)別、製品カテゴリー別に、消費分析、製品選択行動、流行が消費者行動に及ぼす影響、市場規模(販売量)と市場価値(販売額)、小売業者の選択と切り替えなどを検証し、概略以下の構成でお届けいたします。

第1章 イントロダクション

第2章 消費者のセグメンテーション、グループの市場価値、流行の影響

  • グループ集団とヘアケア市場の価値
    • 年齢別グループ
    • 性別グループ
    • 地域別グループ
    • 学歴別グループ
    • 資産別グループ
    • 生活パターン別グループ
  • グループ集団と市場価値:カテゴリー別
    • コンディショナー
    • ヘアカラー剤
    • パーマ剤・リラクサー(縮毛矯正剤)
    • シャンプー
    • スタイリング剤
  • 行動の動向と市場価値
    • コンディショナー
    • ヘアカラー剤
    • パーマ剤・リラクサー(縮毛矯正剤)
    • シャンプー
    • スタイリング剤

第3章 消費分析

  • 消費の頻度:年齢別・性別
    • コンディショナー
    • ヘアカラー剤
    • パーマ剤・リラクサー(縮毛矯正剤)
    • シャンプー
    • スタイリング剤
  • 消費者プロファイル:製品カテゴリー別
    • コンディショナー
    • ヘアカラー剤剤
    • パーマ剤・リラクサー(縮毛矯正剤)
    • シャンプー
    • スタイリング剤

第4章 ブランド vs. 自社ブランドの選択

  • ブランド vs. 自社ブランドの数量シェア
    • カテゴリー別
  • ヘアケアのブランド選択と自社ブランドのシェア
    • コンディショナー
    • ヘアカラー剤
    • パーマ剤・リラクサー(縮毛矯正剤)
    • シャンプー
    • スタイリング剤

第5章 流行に左右される消費者のシェア

  • 消費者の製品選択を促す要因
    • ヘアケア全体
    • コンディショナー
    • ヘアカラー剤
    • パーマ剤・リラクサー(縮毛矯正剤)
    • シャンプー
    • スタイリング剤

第6章 消費の影響:市場の評価

  • 消費者の消費行動がヘアケア市場価値に与える影響
    • 市場価値:カテゴリー別
    • 市場規模:カテゴリー別
  • ヘアケア市場価値の分析:カテゴリー別
    • シェア:カテゴリー別
    • 1人当たり支出:カテゴリー別
    • 1世帯当たり支出:カテゴリー別
  • 消費者行動の傾向がヘアケア市場規模に与える影響
    • シェアの増加:カテゴリー別
    • 1人あたり消費量:カテゴリー別
    • 1世帯当たり消費量:カテゴリー別

第7章 小売業者の選択と切り替え、カテゴリーのシェア

  • 小売業者の販売量シェア:カテゴリー別
    • コンディショナー
    • ヘアカラー剤
    • パーマ剤・リラクサー(縮毛矯正剤)
    • シャンプー
    • スタイリング剤
  • 過去6ヶ月間の小売業者の切り替えレベル
    • 2011年下半期の切り替え行動のマトリックス
    • 主要小売業者の切り替え状況の分析
  • ヘアケアの最終消費者プロファイル:利用した小売業者別
    • Ahold
    • C&S Wholesale Grocers
    • Costco
    • Kroger
    • Loblaw
    • Publix
    • Safeway
    • Supervalu
    • Wal-Mart
    • その他

第8章 付録

図表

目次
Product Code: CS0284IS

Summary

Why was the report written?

Marketers in the Haircare market face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends.This report solves these problems by providing integrated survey-based data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the Haircare market they account for and which consumer trends drive their behavior.

What is the current market landscape and what is changing?

As consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected. Since the global financial crisis of 2008-2009 the retail market has been characterized by an increased amount of discount and own-brand products. Conditioner, Hair Colorants, Perms & Relaxers, Shampoo and Styling Agents are not considered essential items and therefore consumption patterns have been comparatively affected. As economic and market recovery continues over 2012, consumption patterns will record a positive trend in both the medium and heavy frequency bands and the amount of non-users should decrease.

What are the key drivers behind recent market changes?

Consumers' uptake of products and the influence of consumer trends are fundamental causes of change in markets - making knowing what these trends are and the extent of their influence crucial.The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of sales across 26 consumer groups - providing through the data a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?

The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Scope

Consumer survey data for the following specific categories: Conditioner, Hair Colorants, Perms & Relaxers, Shampoo and Styling Agents.

Detailed consumer segmentation based on survey data covering over 26 consumer groups, 20 consumer trends and consumption frequency for each product category.

Volume shares in 2011 for brands and private label sales tracked by the survey.

Unique retailer choice and switching data as tracked by the survey are provided at the product category level for 2011.

Reasons To Buy

Unique proprietary data that sizes and segments consumers, tracks their behavior and shows the impact of this on their markets

Results also cover over 20 consumer trends, showing exactly to what extent these trends have a direct influence on a market. As this impact assessment is based not only on how many consumers act on these trends, but also how often they act on this it provides unique insight into the "size of the prize" when targeting these consumer trends in each category covered.

Key Highlights

Private label penetration is less than 5% of the market by volume across the US Haircare market. While presence of private label is highest for hair styling agents, it is lowest for hair colorants. The US is a mature retail environment and as such retailers are expecting to invest further in their Haircare private label programs in order to grow their market share.

The Better value for money trend is a key driver of the Haircare market in the US. This highlights the weak state of the US economy and that consumers consider Haircare a market in which they can control their spending by trading down, purchasing private label products or decreasing their consumption frequency. An emphasis on price means that suppliers need to focus on differentiating their products through innovation to prevent a cost-cutting race to the bottom and to increase their margins.

Market valuation reveals that Shampoo accounts for almost a third of total Haircare sales in the US. It is followed by Conditioner and Hair Colorants. Given that Shampoo and Conditioner products are often designed to be used together, suppliers should develop marketing strategies that will encourage joint consumption and therefore increase the value of the Conditioner market

Table of Contents

1 Introduction

  • 1.1 What is this Report About?
  • 1.2 Definitions
    • 1.2.1 Consumer Trends
    • 1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)
    • 1.2.3 End Consumers
    • 1.2.4 Volume Units and Aggregations
    • 1.2.5 Population Profiles (for interpretation of tables and charts)
  • 1.3 Methodology
    • 1.3.1 Introduction
    • 1.3.2 Large scale, international, program of online consumer surveys
    • 1.3.3 Nationally Representative results (age, gender)
    • 1.3.4 Parents answered on their children's behalf
    • 1.3.5 Legal Drinking Age exclusions for alcoholic drinks categories
    • 1.3.6 Integrated with industry calling and secondary research

2 Consumer Segmentation, Group Value and Trend Influence

  • 2.1 Cohort Groups and Haircare Market Value
    • 2.1.1 Age Groups
    • 2.1.2 Gender Groups
    • 2.1.3 Location Groups
    • 2.1.4 Education Achieved Groups
    • 2.1.5 Wealth Groups
    • 2.1.6 Busy Lives Groups
  • 2.2 Cohort Groups and Market Value by Category
    • 2.2.1 Conditioner
    • 2.2.2 Hair Colorants
    • 2.2.3 Perms & Relaxers
    • 2.2.4 Shampoo
    • 2.2.5 Styling Agents
  • 2.3 Behavioral Trends and Market Value
    • 2.3.1 Conditioner
    • 2.3.2 Hair Colorants
    • 2.3.3 Perms & Relaxers
    • 2.3.4 Shampoo
    • 2.3.5 Styling Agents

3 Consumption Analysis

  • 3.1 Consumption Frequencies by Age and Gender
    • 3.1.1 Conditioner
    • 3.1.2 Hair Colorants
    • 3.1.3 Perms & Relaxers
    • 3.1.4 Shampoo
    • 3.1.5 Styling Agents
  • 3.2 Consumer Profiles by Product Category
    • 3.2.1 Conditioner
    • 3.2.2 Hair Colorants
    • 3.2.3 Perms & Relaxers
    • 3.2.4 Shampoo
    • 3.2.5 Styling Agents

4 Brand vs. Private Label Choices

  • 4.1 Brand vs. Private Label Volume Share
    • 4.1.1 By Category
  • 4.2 Haircare Brand Choice and Private Label Shares
    • 4.2.1 Conditioner
    • 4.2.2 Hair Colorants
    • 4.2.3 Perms & Relaxers
    • 4.2.4 Shampoo
    • 4.2.5 Styling Agents

5 The Share of Consumers Influenced by Trends

  • 5.1 Trend Drivers of Consumers' Product Choices
    • 5.1.1 Overall Haircare
    • 5.1.2 Conditioner
    • 5.1.3 Hair Colorants
    • 5.1.4 Perms & Relaxers
    • 5.1.5 Shampoo
    • 5.1.6 Styling Agents

6 Consumption Impact: Market Valuation

  • 6.1 Haircare Value Impact of Consumer Consumption Behavior
    • 6.1.1 Market Value by Category
    • 6.1.2 Market Volume by Category
  • 6.2 Haircare Value Analysis by Category
    • 6.2.1 Share by Category
    • 6.2.2 Expenditure per Capita by Category
    • 6.2.3 Expenditure per Household by Category
  • 6.3 Haircare Volume Impact of Consumer Behavior Trends
    • 6.3.1 Share by Category
    • 6.3.2 Consumption per Capita by Category
    • 6.3.3 Consumption per Household by Category

7 Retailer Choice, Switching and Category Share

  • 7.1 Retailer Volume Share by Category
    • 7.1.1 Retail Share by Volume - Conditioner
    • 7.1.2 Retail Share by Volume - Hair Colorants
    • 7.1.3 Retail Share by Volume - Perms & Relaxers
    • 7.1.4 Retail Share by Volume - Shampoo
    • 7.1.5 Retail Share by Volume - Styling Agents
  • 7.2 Levels of Retailer Switching in the Last Six Months
    • 7.2.1 Matrix of Switching Behavior in Last Six Months of 2011
    • 7.2.2 Costco Switching Analysis
    • 7.2.3 Kroger Switching Analysis
    • 7.2.4 Publix Switching Analysis
    • 7.2.5 Wal-Mart Switching Analysis
    • 7.2.6 Other Switching Analysis
  • 7.3 Profiles of End-Consumers of Haircare, by Retailer Used
    • 7.3.1 Costco
    • 7.3.2 Kroger
    • 7.3.3 Publix
    • 7.3.4 Safeway
    • 7.3.5 Wal-Mart
    • 7.3.6 Other

8 Appendix

  • 8.1 About Canadean
  • 8.2 Disclaimer

List of Tables

  • Table 1: Volume Units for the Haircare Market
  • Table 2: United States Survey Respondent Profile (weighted), 2011
  • Table 3: United States Haircare Value Share (%), by Age Groups, 2011
  • Table 4: United States Haircare Value Share (%), by Gender, 2011
  • Table 5: United States Haircare Value Share (%), by Urban and Rural Dwellers, 2011
  • Table 6: United States Haircare Value Share (%) by Education Level Achieved Groups, 2011
  • Table 7: United States Haircare Value Share (%) by Wealth Groups, 2011
  • Table 8: United States Haircare Value Share (%) by Busy Lives Groups, 2011
  • Table 9: United States Conditioner Consumer Group Share (% market value), 2011
  • Table 10: United States Hair Colorants Consumer Group Share (% market value), 2011
  • Table 11: United States Perms & Relaxers Consumer Group Share (% market value), 2011
  • Table 12: United States Shampoo Consumer Group Share (% market value), 2011
  • Table 13: United States Styling Agents Consumer Group Share (% market value), 2011
  • Table 14: United States Total Conditioner Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 15: United States Total Hair Colorants Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 16: United States Total Perms & Relaxers Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 17: United States Total Shampoo Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 18: United States Total Styling Agents Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 19: United States Conditioner Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 20: United States Conditioner Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 21: United States Hair Colorants Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 22: United States Hair Colorants Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 23: United States Perms & Relaxers Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 24: United States Perms & Relaxers Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 25: United States Shampoo Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 26: United States Shampoo Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 27: United States Styling Agents Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 28: United States Styling Agents Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 29: United States Conditioner Consumer Profiles (% consumers by sub-group), 2011
  • Table 30: United States Hair Colorants Consumer Profiles (% consumers by sub-group), 2011
  • Table 31: United States Perms & Relaxers Consumer Profiles (% consumers by sub-group), 2011
  • Table 32: United States Shampoo Consumer Profiles (% consumers by sub-group), 2011
  • Table 33: United States Styling Agents Consumer Profiles (% consumers by sub-group), 2011
  • Table 34: United States Haircare Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
  • Table 35: United States Conditioner Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 36: United States Hair Colorants Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 37: United States Perms & Relaxers Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 38: United States Shampoo Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 39: United States Styling Agents Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 40: United States, Overall Haircare: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 41: United States, Conditioner: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 42: United States, Hair Colorants: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 43: United States, Perms & Relaxers: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 44: United States, Shampoo: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 45: United States, Styling Agents: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 46: United States Haircare Market Value (US Dollar million), by Category, 2011
  • Table 47: United States Haircare Market Volume (Ltrs m or Units m), by Category, 2011
  • Table 48: United States Haircare Market Share (US$ million), by Category, 2011
  • Table 49: United States Haircare Expenditure Per Capita (US Dollar), by Category, 2011
  • Table 50: United States Haircare Expenditure Per Household (US Dollar), by Category
  • Table 51: United States Haircare Market Volume Share (Ltrs m or Units m) by Category, 2011
  • Table 52: United States Haircare Consumption Per Capita, by Category, 2011
  • Table 53: United States Haircare Consumption Per Household, by Category, 2011
  • Table 54: United States Conditioner Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
  • Table 55: United States Hair Colorants Survey-tracked Retailer Shares by Volume (Units m), 2011
  • Table 56: United States Perms & Relaxers Survey-tracked Retailer Shares by Volume (Units m), 2011
  • Table 57: United States Shampoo Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
  • Table 58: United States Styling Agents Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
  • Table 59: United States: Switchers to Costco for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 60: United States: Switchers From Costco for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 61: United States: Switchers to Kroger for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 62: United States: Switchers From Kroger for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 63: United States: Switchers to Publix for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 64: United States: Switchers From Publix for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 65: United States: Switchers to Wal-Mart for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 66: United States: Switchers From Wal-Mart for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 67: United States: Switchers to Other for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 68: United States: Switchers From Other for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 69: United States: Profile of Haircare Consumers Whose Goods Mainly Come From Costco (% by Subgroup, as tracked by the Survey), 2011
  • Table 70: United States: Profile of Haircare Consumers Whose Goods Mainly Come From Kroger (% by Subgroup, as tracked by the Survey), 2011
  • Table 71: United States: Profile of Haircare Consumers Whose Goods Mainly Come From Publix (% by Subgroup, as tracked by the Survey), 2011
  • Table 72: United States: Profile of Haircare Consumers Whose Goods Mainly Come From Safeway (% by Subgroup, as tracked by the Survey), 2011
  • Table 73: United States: Profile of Haircare Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup, as tracked by the Survey), 2011
  • Table 74: United States: Profile of Haircare Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2011

List of Figures

  • Figure 1: Consumer Panel Report Methodology
  • Figure 2: United States Haircare Value Share (%), by Age Groups, 2011
  • Figure 3: United States Haircare Value Share (%), by Gender, 2011
  • Figure 4: United States Haircare Value Share (%), by Urban and Rural Dwellers, 2011
  • Figure 5: United States Haircare Value Share (%) by Education Level Achieved Groups, 2011
  • Figure 6: United States Haircare Value Share (%) by Wealth Groups, 2011
  • Figure 7: United States Haircare Value Share (%) by Busy Lives Groups, 2011
  • Figure 8: United States Conditioner Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 9: United States Conditioner Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 10: United States Hair Colorants Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 11: United States Hair Colorants Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 12: United States Perms & Relaxers Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 13: United States Perms & Relaxers Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 14: United States Shampoo Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 15: United States Shampoo Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 16: United States Styling Agents Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 17: United States Styling Agents Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 18: United States Haircare Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
  • Figure 19: United States Haircare Market Share (US$ million), by Category, 2011
  • Figure 20: United States Haircare Expenditure Per Capita (US$), by Category, 2011
  • Figure 21: United States Haircare Expenditure Per Household (US$), by Category
  • Figure 22: United States Conditioner Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
  • Figure 23: United States Hair Colorants Survey-tracked Retailer Shares by Volume (Units m), 2011
  • Figure 24: United States Perms & Relaxers Survey-tracked Retailer Shares by Volume (Units m), 2011
  • Figure 25: United States Shampoo Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
  • Figure 26: United States Styling Agents Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
  • Figure 27: United States: People Who Have Switched Retailer for their Haircare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
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