Hair care and body cleansing showing hampered growth - Mintel

According to the latest report by Mintel, between 2000-10 the hair care category saw growth but to a much lesser extent than many of the other beauty and personal care segments.

The bath and shower category has also seen growth over the decade, aided by a rise in interest in liquid products.

Hair care​

In the year 2000, the market value of hair care was £1.13 bn (€1.31 bn), which consistently rose year on year to £1.38 bn (€1.60 bn) in 2010.

However, the value increase was much lower than other segments at just 22 per cent over ten years.

Considered a shopping basic, shampoo sales experience high penetration in the market, but conditioners and treatment products have not had the same results, which has effectively hampered the segment’s growth.

Commoditisation has also been a reason for the category’s poor growth as almost two-thirds of products are on special offer at any one time supermarkets and chemist shelves often displaying multi-purchase or money off promotions.

Soaps and showers​

Similar to hair care, soap, bath and shower products are seen as a necessity, which has provided this category with a certain amount of immunity to the economic downturn.

However, the category is also very promotional, which although driving volume sales, has shrunk the market value.

Shower products experienced the most value growth in recent years, as bar soaps, suffer from a dated image. As such consumer preference has moved towards liquid varieties, which accounts for a fifth of category sales.

Between 2000 and 2010, the segment grew from £491 m (€570 m) to £632 m (€733 m) in market value, an increase of 28.8 per cent.