2004/05 the shampoo market. 2004/05 the market figures
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2004/05
The Shampoo market
2004/05
The market figures
2004/05
The shampoo market represents a total of 535 million Euro. We are witnessing a
slowdown in its growth (+3% against +6% in 2002).
This mature market is therefore having to find new springboards for growth in
sophistication and the value of the product.
The penetration rate of the shampoo market is 95%
The provisional figures (Xerfi, hygiene and toiletries products, August)
Estimation of shampoo production in 2004: +18% (following a slower growth rhythm in 2003 of +12%)
2004/05
4%5%
2%
8%
10%
9%
10%
16%
19%
17%
2 in 1
Anti-dandruff
normal hair
coloured hair
dry hair
children
fine hair
greasy hair
anti-age
others
Division of shampoo sales depending on the different market groups (in %)
2004/05
With 90% and 91% respectively of users, Great Britain and Germany are the
countries who use the most shampoos.
Italy on the other hand register the weakest rate with 77% of users
The European market and its individual particularities
707580859095
Eu
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Alle
ma
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Esp
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Série1
Europe France Germany Italy Spain Great Britain
The number of shampoo users in the European countries (in %)
2004/05
The evolution of the market
2004/05
The market characteristics: competition and opportunities
The shampoo market is characterized
by its particularly competitive and aggressive
environment
The hygiene sector and particularly
the shampoo market remains with a
structurally solid growth despite a bad
consolidation and growing consumer price
sensibility
2004/05
Originally, shampoo had a basic usage but consumers have vastly changed
and evolved its status and image over the past few years.
Today, the range of products is more complete, the offer more and
more divisional and the target areas selected more and more specialised. The products
are more sophisticated and valorised by specific ingredients, a frontal approach for the
caring aspect and the creation of a concept. It should respond to the more precise basic
needs of the consumer, who is becoming more and more exigent.
The product status evolution
2004/05
The market growth in value is therefore linked to the politics of valorisation on all the segments
as well as the emphasis placed on the technical nature and innovation.
A mature market supported by innovation
Garnier Fructis Anti-Dandruff
A shampoo that eliminates dandruff after the first wash and which
prevents its re-appearance due to a zinc Pyrithiore formula.
Organics
Establishment of a shampoo specifically orientated for anti-age
capillary care with collagen E
Dow Corning HMW 200 non ionic emulsion.
The integration in the formula of an ingredient which leaves a
lasting fragrance of the shampoo on hair.
Elsève Solar: After sun renovation shampoo
Launch of an after sun shampoo which, due to a new Hydralium and
UV filter system, protects and repairs dry hair in summer.
EXAMPLES OF INNOVATIONS
2004/05
The market is therefore very dynamic and we are witnessing a great number of launches, re-launches, the creation of new sub-segmentations and new brands.
Therefore, during the first six months of 2004, the number of shampoo references increased by 5% in comparison with the same period of last year and the line size by 3%.
NEW RANGES
Herbal Essences- Procter & Gamble
The creation of the Herbal Essence mark,
range of 8 shampoos based on natural
ingredients.
Timotei Clear
Reinforcement of the Timotei range with the
launch of a menthol anti-dandruff shampoo.
Le Petit Marseillais Apaisant aux extrait
naturels de tilleul et d’iris bleu
The launch of an anti-itching shampoo.
Mennen Sport
The creation of a hygiene and caring range
(with shampoo, deodorants, shower gels….)
which touch on Olympian values and which
are constructed around the idea of energy,
performance.
Vivelle Dop- LaScad
The launch of a complete range of 4 shampoos
Temptation: Defended fruits for normal hair,
Extase rose for long hair, Ginger stimulating
for fine hair, Crazy citrus for greasy hair.
2004/05
Consumer needs
2004/05
Basic needs at the origin of the market The first basic needs of consumers are at the origin of the shampoo market. The
products are used for cleansing, alleviating odours etc. The qualities looked for
are efficacy, product performance (cleansing, purification, regeneration etc.).
More sophisticated needs
Today, basic needs are not enough for
consumers. They are more and more exigent and are
looking for a more personalized product, adapted to
their needs.
2004/05
Health and Care. Modern day life (stress, pollution, air-
conditioning, unbalanced diets etc...) damage the hair. Individuals
are increasingly concerned and turn to products where the
“innovation and natural technology” composition is important, to
protect their hair.
Well being has today become one of the
principal needs of consumers. The products should produce
pleasure and emotion and therefore make reference, most
of the time, to nature.
Colour protection. More and more women are
colouring their hair and are looking for products that
preserve their hair colour.
2004/05
The distribution circuits
2004/05
0,4
8,7
87,8
3,1
mass distribution
selectiv distribution
chemists
direct sales
Distribution of the total turnover figure for shampoos between the distribution circuits in
2003 (%)
Source: Xerfi, Toiletries and hygiene products, August 2003.
The large scale
distribution is in full evolution. In
2003, it realised 87.8% of the
shampoo turnover whereas the
other sectors were experiencing
progression difficulties (selected
distribution and chemists, with a
respective evolution of 0 and 0.3
point compared to 2002) or in
recoil (-1 for direct sales).
2004/05
The players and their brands
2004/05
The shampoo market is a very competitive and particularly dynamic market.
L’Oreal Paris is the market leader but the brands are continually fighting to obtain market shares.
TOP 12 IN VOLUME IN 2003
Elsève 15.5%
Fructis 10.3%
Ultra Doux 8.5%
Dop familial 7.3%
Jacques Dessange
6.1%
Timotei 4.6%
Palmolive 4.1%
Head & Shoulders
3.7%
Dove 3.7%
Organics 3.5%
Pétrole Hahn 3.3%
Pantène ProvV 3.1%
TOP 12 IN VALUE IN 2003
Elsève 18.1%
Fructis 11.4%
Ultra Doux 8.2%
Jacques Dessange
7.7%
Head &Shouders 6.5%
Dop familial 5.3%
Timotei 4.2%
Dove 3.8%
Jean Louis David 3.6%
Organics 3.5%
Pantène Pro V 3%
Pétrole Hahn 2.9%
Source: Cosmétique magazine, juin 2003
2004/05
The segmentation
2004/05
In the face of a consumer need ever more exigent, we are assisting in a hyper segmentation of the market which makes it particularly complex.
1. By sexWe are seeing the appearance of products targeted at men. This segment is in full
evolution and growing.
Mennen Sport
The creation of a new brand 100%
masculine. Mennen communicate on the
masculine values of sport and
performance.
Elsève Homme Shampooing Doux Re-
Densifieur au régenium XY
This shampoo responds to masculine
needs linked to hair loss with a product
which gives thickness and strength to
hair.
Head & Shoulders Pour Homme
Anti-dandruff shampoo for men.
2004/05
2. By age
This target is an essential element of the personal offer, notably for the younger population who need to be different and yet to be identified as a group.
Mennen Sport
Mennen Sport targets the 12-35 age
group with a colourful packaging and a
communication centred on sport.
Vivelle Dop
Vivelle Dop targets the 12-25 age group
with packaging of acidulous colours and
very modern fragrances.
Organics Anti-Age with collagen E
For mature hair.
Ptit Dop/ L’Oreal Kids
Very young target
2004/05
3. By use:
- Individual- Family (example:Dop- the family format)
4. By hair characteristics
4.1. Type of hair
- normal hair
Elsève Shampoo Soft Vita-Max Fructis Normal hair Herbal Essences Equaliser Tonic Organics Daily Éclat Ultra Doux with natural grapefruit and green tea extracts Ultra Doux with hydrating vegetable milk Jacques Dessange Tonic Eclat Timotei with herbal extracts Palmolive Naturals with Aloe essence Palmolive Detangle and Brilliance Le Petit Marseillais with natural apple and olive leaf extracts
2004/05
- Dry hair Elsève Fortifying Anti Split Ends Nutra-Ceramide Fructis Dry and Damaged hair H&S Calming Dry Scalp Herbal Essences Soft and Silky Organics Nutrition Softness Ultra Doux with walnut and peach leaf oil J. Dessange Extreme Nutra dry and damaged JLD Total Repair Dove Repair Sunsilk Duo Keratin
- Greasy hair
Elsève Energy Citrus CR H&S Citrus Fresh Herbal Essences Purifying Freshness Ultra Doux Mint Timotei with lemon extracts Palmolive lemon and vitamins Sunsilk Aqua Minerals Le Petit Marseillais with natural nettle and lemon extracts
2004/05
-Greasy roots and dry ends hairHerbal Essences Hydra Regulator
Fructis greasy roots and dry ends Jacques Dessange Soft Clay Timotei Equalising with raisin
-All hair type H&S natural menthol Timotei with almond extracts Organics Express 2 in 1 Dop egg shampoo Pantene Pro V Extreme Softness Dove 2 in 1 Palmolive Natural with green apple and orange extracts
2004/05
4.2. Other characteristics
- Dry hair with no volume Elsève Thickening Volume Non-Stop Fructis Fine hair H & S Extra Volume Herbal Essences Extra Body Organics Full Volume JLD Volume Express
- Blonde hair Ultra Doux camomile for blonde hair Timotei with camomile extracts John Frieda Blonde Highlight Activating shampoo
- brunettesTimotei Henna
John Frieda Brilliant Brunette
- Wavy/Curly hairPantene Pro V Perfect Curls
Sunsilk Aloe Serum for Wavy/Curly hair
2004/05
- Coloured hair
Elsève Colour Care with UV Nutra filter UV Fructis Coloured Hair Herbal Essences Colour Intense J. Dessange Colour Revival JLD Colour Guard Le Petit Marseillais with olive oil and natural poppy extract Timotei with cotton extract Ultra Doux Fig and Rose Oil Sunsilk Colour Nutrium Dove Brilliance Care - Mid-length and Long hair
H&S Smooth and Silky Elsève Doux Brilliance Alpha Jojoba Ultra Doux 2 in 1 with Vanilla Le Petit Marseillais with natural pear and oatmilk extracts Fructis Long and Strong
2004/05
5. By promise
- Hydrating shampoos (Dove, Neutralia)
- Nutritive shampoos (Fructis)
- Treatment shampoos :
Anti-dandruff (Head & Shoulders, Elsève Ultra Doux with natural extracts of thyme
and blue eucalyptus, Herbal Essence, Organics, Timotei Clear, Palmolive…)
Anti-itching/calming (Le Petit Marsellais)
Anti-hair-loss (Elsève)
- Smoothing shampoos (Pantene Pro V)
- 2 in 1 shampoos (Dop, Dove, Head & Shoulders)
- Shampoos advertising highlights, brilliance (John Frieda)
- Anti-age shampoos (Organics)
2004/05
Appearance of a new segmentation: by season
- Summer:
Elsève Solar Hydralium and
UV filter system
Jacques Dessange (UVA and
UVB filter, with extracts of
vegetable and algae
vitamins)
- Winter: Wella anti-static shampoo
2004/05
The general olfactory trends
2004/05
The flowery and fruity notes are
very much present on the shampoo market. Simple
and natural, they give a fresh and soft appeal. Two
notions very important on the shampoo market.
The benefits of aromatherapy and
essential oils on the scalp intervene more and more in
the olfactory note of the shampoo. The aromatic and
hesperidia notes convey the notions of freshness and
cleanliness. Le Petit Marseillais Anti-Dandruff shampoo – myrtle and eucalyptus
Ultra Doux shampoo with lemon/olive oil for dull and dry hair
Elsève shampoo for mid-length/long hair with flowery/fruity notes of banana, blackberry and jasmine.
2004/05
The fern notes, woodland
and marine are also very much present; they
are addressed particularly at the masculine
consumer.
The avaricious notes are
equally present on the market. They convey
the notions of well-being and exoticism. We
find them for example in the summer
shampoos with sun protection.
Elsève Anti-Dandruff shampoo for men
Elsève Solar shampoo with a fondant texture and an irresistible perfume with avaricious notes.
2004/05
To each type of shampoo … its own olfactory family
Anti-dandruff and treatment shampoos
The notes are above all aromatic (thyme, eucalyptus, mint) but hesperidia notes are equally present. These fragrances evoke freshness and cleanliness and also the appeasing and caring side of the product. The woodland notes are likewise present.
Greasy hair shampoos
The notes are above all hesperidia (lemon in particular, grapefruit, orange…)
The green notes (apple, tea) and aromatic are equally present. They convey freshness and cleanliness (purifying effect) but also dynamism and energy.
2004/05
Dry and dull hair, reparative and nutritional
The notes are soft, fruity, flowery but
equally avaricious (caramel, coconut, vanilla, honey). The
hesperidia notes are equally present for freshness and
cleanliness.
Hydrating, soft shampoos
The notes are very cosmetic and
evoke softness. We find therefore, milky, flowery
(rose) and fruity (peach, pear) notes. They evoke
cotton, cream, silk, almonds, vegetable milk.
2004/05
Brands and products – market positions
2004/05
Shampoo Softness & Care
Shampoo Nature
ShampooTechnicity
Shampooing Pleasure
Shampooing Family
Shampooing Treatment
& Health
2004/05
Shampoo Softness & Care
Hair contains 10% water and as for skin, this
quantity is essential for its health. Whatever the hair type,
it needs hydrating regularly to stay beautiful. In fact, the
more the scalp is hydrated, the better it resists to exterior
aggressiveness (brushing, hair dryers and pollution).
Soft and caring shampoos gently respect the
hydration of the scalp and allow the hair to rediscover its
vitality, strength and brilliance.
This type of shampoo is addressed to all hair types. It allows
the gentle preservation of coloured hair, brings softness and appeasing
care with anti-dandruff shampoos and also more softness for longer hair.
2004/05
Shampoo Softness & Care
Their formulas are soft, derma-
protective, pH neutral and hypo-allergenic
(Neutralia).
This type of shampoo could contain
hydrating milk (Dove formulas contains ¼ of
hydrating cream) and is often associated to
softening ingredients such as almonds,
vegetable milk and Aloe Vera. The texture is
therefore creamy, unctuous and calls to mind
silk and cotton. This particularity is found at
the olfactory note level which is very cosmetic
and soft.
The brands
Dove
Neutralia
Ultra doux
The products
Total Softness shampoo from Neutralia
Anti-Dandruff and Care shampoo from Neutralia
Ultra Doux with hydrating vegetable milk
Dove Moisturising Milk shampoo for dry hair
Dove 2 in 1 shampoo for all types of hair
2004/05
Shampoo Nature
Nature is used in numerous ways on the
shampoo market.
This type of shampoo puts forward the
virtues of natural ingredients on the hair:
nourishing, fortifying, balancing (notably with
citrus fruits for greasy hair), hair-lightening,
calming (for anti-dandruff shampoos with aromatic
ingredients) reparative ….
2004/05
Shampoo Nature
The brands
Fructis
Palmolive Naturals
Timotei
Ultra doux
Le Petit Marseillais
The products
Fructis Fortifying Hydra-Smooth
Palmolive Natural Vitality and Brilliance with green apple and orange extracts
Timotei with raisin extracts (greasy roots and dry ends)
Ultra Doux with natural grapefruit and green tea extracts
Le Petit Marseillais appeasing with lemon tree and blue iris extracts
Nature is associated with
softness and caring but can also be
associated with well-being and pleasure.
On an olfactory level, the
notes evoke the multiple facets of
nature: freshness, cleanliness, well-
being, exoticism etc.
2004/05
Shampoo Pleasure
This new type of shampoo
corresponds to the new needs of the
consumer, searching today for pleasure, well-
being, a poly-sensorial experience. The
shampoos offer, therefore, fragrances and
textures that wake up the senses and offer the
consumer the chance to dream...
Shampoos are consequently becoming an experience, an
agreeable moment for the consumer. The product is appreciated
above its cleansing characteristics and performances.
2004/05
Shampooing Plaisir
The brands
Herbal Essences
Vivelle
The products
Vivelle Gingembre stimulant
Vivelle Extase de rose
Vivelle Fruits défendus
Vivelle Folie d’agrumes
Herbal Essences Douceur et brillance (aux extrait d’églantier, jojoba et thym)
Herbal Essence Hydra régulateur (aux extraits de bleuet, aloé vera et écorce de cerisier)
Herbal Essence Tonic Equilibre (aux extraits de camomille, aloé vera et passiflore)
Nature is omnipresent to evoke pleasure. It allows the link
between the virtues of natural ingredients (notably herbs and flowers
for the new brand Herbal Essence) and an agreeable perfume.
The notes trendy and young (notably acidulate and sparkling)
are restored with the current flavours (Vivelle).
2004/05
Shampoo Treatment - Health
These shampoos could be anti-dandruff,
dry scalp relief, hair-loss etc.
Their formulas are extremely soft and
allow for daily washing
They are usually associated with
aromatic notes (Thyme, Eucalyptus, and Mint) to
evoke freshness and cleanliness and equally the
calming side of the product or the soft flowery or
fruity notes for the caring side.
2004/05
Shampoo Treatment - Health
The brands
Head & Shoulders
Pétrole Hahn
Elsève Homme
The products
Pétrole Hahn Force The Original Green
Head & Shoulders Classic
Head & Shoulders Freshness with natural menthol
Head & Shoulders Citrus Fresh
Elsève Anti-dandruff for Men
Elsève Thickening shampoo for Men
2004/05
Shampoo Technicity
This type of shampoo puts forwards the creativity, the
technical aspect and the efficacy of the products and their formulas:
silicones, magnesium salts, vitamins, UV filter systems, purifying
agents, concentrated essential oils, serums etc.
These shampoos reinforce, fortify, repair, protect, revitalise,
purify, nourish and relax the hair.
Specific formulas are appearing to respond to the new
preoccupations: curly hair, smooth hair, anti-age formula, sun
protection, shampoo for blonde hair etc.
2004/05
Shampoo Technicity
The brands
Elsève
Pantène Pro V
Kéranove
Jacques Dessanges
Jean Louis David
John Frieda
The products
Organics Anti-Age with Collagen E
Organics Hydra Purity
Elsève Solar
Elsève Intensely Smooth
Kéranove Hydra Purity
Pantene Pro V repair and protective care
Sunsilk Volume shampoo
Sunsilk Aqua Minerals shampoo
Sunsilk for Perfect Curls
Jacques Dessange Active Termo
Jean Louis David Total Repair
John Frieda Highlight Activator
2004/05
Shampoo Family
The brands
Dop
The products
DOP Egg Shampoo
DOP Soft Vanilla
DOP 2 en 1 Soft Almond
This type of shampoo is targeted
at the whole family with an economic price,
large bottles and simple olfactory notes,
agreeable and appreciated by all.
The offer is not largely segmented and
responds to the most basic requests. The
formulas are usually soft and apply to all
hair types.
2004/05
The trends to follow
2004/05
The hyper segmentation
Consumers are looking for targeted products to
which they can correspond. The idea of belonging to a
group and to be, at the same time, different is a strong
consumer tendency. The segments follow therefore the
particular strong growth areas:
- Products for men
- Products by age section (for example 12-25
years)
- Products for blondes/brunettes
Nature
This is a particularly strong axe in the
beauty hygiene sector. It represents numerous
symbols: softness, well-being, freshness etc.
Consumers appreciate natural components and the
natural trends (products with essential oil bases
highlighting quality raw materials) seem the most
interesting to follow.
2004/05
Pleasure and well-being
This tendency corresponds to the new consumer requests, looking today for pleasure, well being; a poly sensorial experience.
The shampoo products inspire spa or aromatherapy concepts.
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Collection
FloressenceShampoos
2004/05
For men shampoo:NEW MAN 34337
For a particular type of hair:
- normal hair:CLAIRBAL 34363D
CLAIRY 34009B- dry hair:
NUTRI 34263G
- greasy hair:APPLEMINT 9483B
2004/05
For particular characteristics:
-coloured hair:ACTIFCOLOR 34032C
- brunettes:ANITA 34331H
For particular promises:
- hydrating shampoo:HYDRA 34021D
- solar shampoo:SOLAR 34385D
- anti-dundruff shampoo:NO PELL 34421DANTIPELL 34342
2004/05
This publication is for information purposes only. It is not
exhaustive. This document cannot be used for a publication without
mentionning the origin.
Marketing Department