Female Hair Treatment Market 2014
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Transcript of Female Hair Treatment Market 2014
Female Hair Treatment MarketSurvey on December, 2014
Date: 2nd January 2015
A. Research background
2
Procter & Gamble has mentioned that more women are spending more on hair care products. Hair care steps will be more complicated as new products are developed to solve specific problems that customers are facing. The opportunity to expand into the Hair treatment product market is high. However, consumers need to be educated about the products.
■Increasing in competitive landscape
Sunsilk has long been the leading brand in hair care product market. In 2010, Sunsilk is also the leader to offer various types of formula to solve different problems, while Pantene has less variety at that time. While Sunsilkdecided to reduce types of hair care products and cut out the color & perm hairstyle products, Pantene instead was promoting color & perm products. Continued to launch an innovative hair care product without silicone, while Sunsilk was not yet offering. As a result, Pantene increased its market share, while Sunsilk was facing a drop in sales.
As dandruff segment is significant, around 30% of the market, make Clear to be a leader in the dandruff shampoo segment. While Head & Shoulder as its counterpart is challenging the leader with more product lines for men. Dove is the leading brand for dry hair & hair styling. L’Oreal is the leading brand for hair damage prevention. Due to the emerging brand like Oriental princess, plus increasing in competition has led to the declining value sales of Sunsilk in 2013. Currently, there are around 20 key brands in the market. Oriental princess is a new brand established a good reputation on hair treatment and was ranked as the top preferable hair treatment from the review page
■Increasing in variety of product category for hair treatment
Basically, the categories of hair treatment products are for dry hair; treatment for loss-weight hair; treatment for heat prevention; treatment for hair split ends, and treatment for tangled hair. Currently, key brands are increasing their hair treatment product lines to solve specific problems. Moreover, the booming in hair coloring and hair curling treatment products have a significant growth in the past few years.
■Increasing in the complicated of hair care products
B. Research design
3
Research Method Online research
Fieldwork Period Dec 2014
Research Area Thailand - Nationwide
Respondent Criteria Female aged over 17,
Sample Size 650 samples
Number of Questions 5 Screening questions and 12 Main Questions
Survey Content Screening
Main Study- Hair Treatment consumer behavior- Hair Treatment Brand Awareness
48.2%
39.4%
7.5%4.9%
16 - 24 yrs
25 - 34 yrs
35 - 44 yrs
45 yrs & above
C. Respondent profile : Thailand
4
■Gender (N = 650)
■Region (N = 650)
■Age (N = 650)
■Monthly household income (N = 650)
100%
Female
13.7%
19.3%
11.5%
12.4%
10.6%
2.3%
30.2%
Northern
Central
Southern
Northeast
Eastern
Western
BangkokMetropolis
27.3%
36.8%
35.9%A
B
C
Class A : THB > 50,000Class B : THB 24,000 – 50,000Class C : THB < 24,000
D. Key findings
5
■Top hair treatment concern & satisfaction
The top concern for using hair care products is still those basic concerns that women are facing like treatment for hair
style (62.9%), shining hair (62.7%), hair damage prevention (59.8%) and bun hair(55.5%).
The increasing concern on treatment for hair coloring (47.9%) & hair curl (39.7%) is gaining popularity. This trend has led to the booming of related hair color & hair curl products.
While most of brands perform well in term of brand satisfaction (30.7% on average). L’Oreal outperforms for hair damage prevention (29.4% on average, 35.7% for L’Oreal). On average, 17.8% of respondents are satisfied with treatment for hair coloring of their current brands; 15.7% of respondents of hair curl treatment satisfaction.
■Key dissatisfaction points & reason for stop using the previous brands
Oily hair (19.9%) is the top key dissatisfaction point for most brands; Others top dissatisfaction points are treatment making scalp itchy (19.5%), making hair fall down (18.4%) and high price treatment (14.4%).
Fragrant of odor (78.8%) is the top reason to stop using the previous brands; Other reasons are ineffective hair curl treatment (76.7%) ; fall-down hair (75.0%) are other top reasons.
■Brand performance has confirmed the position as a leading brand of Sunsilk
Sunsilk is the number one brand, in term of brand awareness (Top of mind & Spontaneous). Despite the highest
percentage of brand favorability; Sunsilk was still not the top ranked in term of satisfaction score.
Sunsilk successfully maintains their brand awareness (89.9%) for hair treatment products; while Pantene also shows its comparable brand awareness (84.2%). However, top of mind score for Sunsilk (34.2%) is significantly higher than that of Pantene (19.7 %). This made Sunsilk the number one preferred brand (52.8%); followed by Pantene (51.6%). Rejoice and Dove are in the same position for the third preferred brand (50.7%). L’Oreal is the fifth preferred brand (49.7%) and Oriental princess is the sixth preferred brand (48.9%).
E. Detail findings
6
1. Consumer Behavior
2. Brand Awareness
Hair & Body Care Behavior
7
Q6. Talking about your body, which part of your body that care? [Matrix MA] (N = 650)
82.1
69.2
58.3
12.0
0
10
20
30
40
50
60
70
80
90
100
Face Skin Hair Body Skin Others
Hair care related products are the second rank at 69.2% of respondents buying, more than body skin care products which is only 58.3% of respondents spending money on
Over 69.2% of respondents buying hair care related products
Unit : %
Key concern for using hair treatment products
8
Q7. Please tell us what factors you concern when choosing hair treatment products? [Matrix MA] (N = 650)
64.0
62.9
62.7
59.8
55.5
52.5
48.3
47.9
43.6
39.7
21.8
17.9
17.3
11.5
11.3
0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0 100.0
Treatment for dry hair
Treatment for hair style
Shining hair
Hair damage prevention
Tangled hair
Reasonable price
Heat Prevention
Treatment for coloring
Aroma
Treatment for hair curl
Recycled packaging
Famous brand
Nice packaging
Prestigious brand
International brand
Definitely not important Rather not important Neutral
Rather important Definitely important
Other top 5 factors are; treatment for hair style (62.9%), shining hair (62.7%), hair damage prevention (59.8%) and tangled hair(55.5%); While brand & packaging are not the factors most respondents concern about
When choosing a hair product, Treatment for dry hair is respondent’s top concern (64.0%)
Unit : %
42.9
50.6
17.6
29.4
45.6
57.1
43
42.9
42.6
38.6
37.9
37.4
49.5
33.9
37.1
35.6
34.3
28.6
25.0
33.3
0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0 100.0
Aviance
Oriental Princess
Asience
Tsubaki
L'Oreal
L'Occitane
Pantene
Caring
Sunsilk
Dove
Herbal Essences
Head & Shoulders
TRESemmé
Lolane
Schwarzkopf
Neutrogena
Clear
Feather
Rejoice
Kerastase
Very dissatisfied Dissatisfied Neutral Satisfied Very satisfied
Overall Satisfaction Points by brands
9
Q12. Please tell us what points you feel satisfied about your current shampoo brand? [MA] (N = 650)
Brands that are receiving high score on very satisfied point are L’Occitane (57.1%); Oriental Princess (50.6%)All brands are receiving over 65% of total satisfaction; while Aviance is the only brand receiving 100%
Rank
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Total Satisfaction
100.0 (n=6)
89.6 (n=73)
88.2 (n=14)
88.2 (n=13)
87.0 (n=182)
85.7 (n=7)
85.4 (n=314)
84.3 (n=66)
82.5 (n=368)
81.6 (n=355)
81.0 (n=55)
80.5 (n=162)
79.8 (n=99)
79.3 (n=113)
75.8 (n=56)
75.6 (n=37)
74.8 (n=199)
72.1 (n=140)
67.0 (n=91)
66.7 (n=6)
Unit : %Total satisfaction = Very satisfied + Satisfied
Key satisfaction points split by key brands
10
Q13 Please tell us what points you feel satisfied about your current shampoo brand? [MA] (N=650)
30.7
29.4
27.9
23.5
23.1
17.8
16.2
16.0
15.7
14.8
14.6
14.2
0.0 50.0
Branding
Hair damage prevention
Reasonable price
Suitable for my favorite
Tangled hair
Treatmean for coloring
Nice packaging
Heat Prevention
Treatment for hair curl
Many promotion…
Treatment for hair style
Many types for choosing
Sunsilk
(n=368)
Dove
(n=355)
Pantene
(n=314)
Clear
(n=199)
L'Oreal
(n=182)
Head &
Should
ers
(n=162)
Feather
(n=140)
Lolane
(n=113)
TRES
emmé
(n=99)
Rejoice
(n=91)
Oriental
Princess
(n=73)
Caring
(n=66)
35.5 34.8 34.8 37.2 33.0 33.3 16.7 39.3 51.0 36.3 46.5 28.1
28.1 32.5 31.6 33.2 35.7 29.6 16.7 28.6 26.5 35.2 35.2 31.3
32.5 30.2 33.2 37.8 33.0 35.2 16.7 25.9 32.7 38.5 38.0 29.7
26.7 25.1 29.4 25.5 26.9 26.4 - 34.8 19.4 36.3 26.8 32.8
26.4 27.4 25.2 30.6 23.6 24.5 16.7 27.7 31.6 35.2 26.8 28.1
19.8 20.8 19.7 26.5 22.0 25.8 16.7 17.9 22.4 27.5 23.9 28.1
18.2 18.8 16.8 18.4 19.2 18.2 - 23.2 19.4 18.7 19.7 17.2
19.6 18.8 19.0 22.4 16.5 18.2 16.7 22.3 23.5 24.2 18.3 18.8
19.0 18.2 18.1 17.3 17.0 18.9 16.7
24.1 19.4 18.7 25.4 17.2
16.0 16.8 16.1 21.9 19.2 20.8 16.7 18.8 22.4 18.7 19.7 23.4
15.7 16.8 15.2 22.4 18.1 22.0 - 16.1 28.6 25.3 16.9 14.1
16.0 16.8 17.7 17.3 18.1 17.0 16.7 19.6 25.5 22.0 22.5 17.2
While most brands are focusing on brand satisfaction; Clear, Head & Shoulders and Rejoice are weighted on reasonable price. Apart from top brands, the rest brands are weighted more on other key factors satisfaction
Since hair damage prevention is the top concern for users; L’Oreal performs well with significant %
*Remark: Yellow color is those highest percentage for each brand; Blue color is those highest percentage for each satisfaction points
Average score
Key dissatisfaction points split by key brands
11
Q16. Please tell us what points you feel dissatisfied about your current shampoo brand? [MA] (N=650)
19.9
19.5
18.4
14.4
13.8
11.3
11.0
10.4
10.3
9.0
8.7
8.7
7.4
6.7
6.4
5.5
4.1
3.1
0.0 10.0 20.0 30.0
Hair is oilly easily
Make scalp itchy
Make hair fall down
High price
Quality is not so good as being advertised
Poor Treatment after hair coloring
Less promotion campaign
Treatment cannot solve tangled hair
Treatment cannot prevent split ends
Odour is not fragrant
Poor Treatment for dry hair
Not make hair smooth
Hard to buy
Not unique
Odour is not long-lasting
Odour is too heavy
Treatment cannot restore after hair curling
Not eye-catching packaging
Sunsilk
n=22
Dove
n=9
Panten
e n=27
Clea
r
n=1
5
L'Ore
al
n=12
Head
&
Shoul
ders
n=16
Feathe
r n=20
TRES
emmé
n=17
Rej
oice
n=5
8
Oriental
Princes
s n=24
Cari
ng
n=1
7
Sunsil
kn=22
22.6 23.9 20.1 24.6 20.9 21.0 33.3 16.8 26.3 26.4 26.0 16.7
20.9 22.3 19.4 24.1 15.4 22.8 - 23.0 20.2 25.3 27.4 15.2
19.3 18.3 17.8 19.6 23.1 21.6 16.7 17.7 26.3 20.9 19.2 13.6
16.0 18.0 16.6 17.1 18.7 18.5 - 17.7 15.2 13.2 12.3 7.1
17.7 17.5 17.8 16.6 14.8 17.3 16.7 15.0 14.1 17.6 17.8 19.7
14.4 14.9 12.4 12.6 9.9 12.3 - 16.8 13.1 15.4 13.7 7.6
11.1 12.1 12.7 13.6 15.9 13.6 - 13.3 14.1 13.2 12.3 12.1
10.6 12.4 11.1 8.0 10.4 9.3 - 16.8 12.1 11.0 9.6 13.6
13.0 12.4 13.4 10.6 11.5 11.7 16.7 15.9 12.1 13.2 11.0 10.6
8.7 9.3 8.6 11.1 6.6 9.9 - 8.0 6.1 8.8 5.5 9.1
12.8 10.1 10.8 10.1 8.2 9.9 - 10.6 9.1 12.1 9.6 7.6
11.1 11.8 9.9 9.5 10.4 9.9 16.7 13.3 12.1 14.3 12.3 13.6
8.7 8.2 8.3 10.6 6.6 11.7 - 10.6 14.3 5.1 5.5 9.1
7.1 8.7 7.6 7.0 7.7 5.6 33.3 8.0 8.1 8.8 5.5 10.6
9.0 9.6 8.6 10.1 8.2 10.5 16.7 10.6 8.1 14.3 11.0 13.6
4.9 5.6 6.7 4.5 8.2 4.9 - 6.2 8.1 7.7 5.5 9.1
5.2 3.7 3.8 4.0 3.8 4.9 - 6.2 4.0 2.2 6.8 7.6
4.1 3.4 3.5 3.5 2.7 4.3 - 3.5 4.0 3.3 2.7 3.0
Other top dissatisfaction points are treatment making scalp itchy (19.5%), making hair fall down ( 18.4%) and high price treatment (14.4%)
Oily hair (19.9%) is the top key dissatisfaction points for most brands
Unit : %Average score
Reason for stop using previous brands
12
Q15. Before you change to use your current brand, what brand you had used before? [SA] (N=237)
Q17. Please tell us why you stop using the previous brand? [MA] (N=237)
78.8
76.7
75.0
58.9
58.4
58.3
52.6
44.8
42.2
35.6
33.0
23.3
23.0
18.3
14.3
12.6
10.6
0.5
0.0 50.0 100.0
Odour is not fragrant
Poor Treatment after hair curling
Cause hair fall
Odour is too heavy
Not make hair smooth
Not eye-catching packaging
High price
Odour is not long-lasting
Poor Treatment after hair coloring
Make scalp itchy
Not unique
Poor Treatment for hair dry
Quality is not so good as being advertised
Treatment cannot solve tangled hair
Hair is oilly easily
Treatment cannot prevent split ends
Less promotion campaign
Hard to buy
Sunsilk
n=22
Dove
n=9
Pant
ene
n=27
Clear
n=15
L'Ore
al
n=12
Head
&
Shoul
ders
n=16
Feath
er
n=20
TRE
Sem
mé
n=17
Rejoi
ce
n=58
Orien
tal
Princ
ess
n=24
Carin
g
n=17
68.2 77.8 74.1 73.3 83.3 62.5 86.8 70.6 81.0 70.8 76.5
68.2 100.0 81.5 73.3 91.7 75.0 76.3 76.5 74.1 75.0 88.2
59.1 55.6 74.1 73.3 66.7 56.3 86.8 88.2 70.7 79.2 82.4
36.4 55.6 44.4 60.0 33.3 50.0 76.3 82.4 62.1 58.3 41.2
45.5 55.6 37.0 53.3 41.7 62.5 60.5 70.6 58.6 66.7 64.7
59.1 55.6 55.6 60.0 58.3 50.0 76.3 64.7 62.1 45.8 58.8
36.4 66.7 44.4 60.0 58.3 31.3 56.6 70.6 48.3 50.0 52.9
36.4 44.4 48.1 60.0 41.7 50.0 48.7 35.3 43.1 50.0 52.9
50.0 55.6 25.9 66.7 50.0 37.5 39.5 47.1 37.9 54.2 58.8
22.7 22.2 29.6 53.3 8.3 25.0 48.7 41.2 32.8 41.7 47.1
27.3 33.3 33.3 46.7 33.3 37.5 30.3 23.5 32.8 28.0 41.2
19.8 22.2 18.5 20.0 16.7 25.0 23.7 17.6 19.0 23.5 23.5
18.2 - 22.2 26.7 33.3 25.0 27.6 41.2 22.4 29.2 29.4
9.1 22.2 18.5 13.3 16.7 37.5 21.1 29.4 15.5 20.8 23.5
9.1 11.1 11.1 26.7 0.0 12.5 17.1 5.9 1.7 20.8 11.8
9.1 33.3 11.1 20.0 8.3 25.0 7.9 - 8.6 29.2 17.6
4.5 0.0 25.9 6.7 25.0 12.5 14.5 5.9 8.6 8.3 17.6
Fragrant of odor (78.8%) is the top reason for stop using the previous brandsOther reasons are ineffective hair curling treatment (76.6%) and fall-down hair (75.0%)
Unit : %
E. Detail findings
13
1. Consumer Behavior
2. Brand Awareness
Hair Treatment Brand Awareness
14
Q8. When mentioning about hair treatment brands in Thailand, what brands come to your mind? [FA] (N=650)
Q9. Please tell me what hair treatment brands you know in the list below? [Matrix MA] (N=650)
Sunsilk Pantene Dove ClearHead &Shoulde
rsFeather L'Oreal Lolane Rejoice
TRESemmé
Free &Free
OrientalPrincess
Caring
Total Awareness 89.9 84.2 77.0 75.3 68.8 62.2 58.7 45.0 44.7 42.2 35.3 35.3 28.9
TOM 34.2 19.7 16.6 6.7 1.3 4.2 10.4 4.2 2.7 1.8 1.6 1.3 1.3
Spontaneous 72.2 55.8 52.8 17.9 11.0 13.1 31.7 13.8 26.4 11.5 3.8 4.0 5.4
89.984.2
77.0 75.368.8
62.2 58.7
45.0 44.7 42.235.3 35.3
28.9
0.0
20.0
40.0
60.0
80.0
100.0
Total Awareness TOM Spontaneous
Sunsilk is best aware in TOM, as well as spontaneous and total awarenessWhile Pantene & Dove has made a comparable score for total awareness; the top of mind score & spontaneous score are still significant lower than top brand like Sunsilk
Unit : %
Hair Treatment Brand Favorability
15
Sunsilk Dove Pantene Clear L'OrealHead &Shoulde
rsFeather Lolane
TRESemmé
RejoiceOrientalPrincess
Caring
Currently used 56.4 54.4 48.2 30.5 27.9 24.8 20.6 17.3 15.2 14.0 11.2 10.1
Often used 25.9 17.2 14.0 8.1 8.1 4.8 2.9 2.8 4.4 1.4 2.6 1.2
56.4 54.448.2
30.5 27.9 24.820.6 17.3 15.2 14.0 11.2 10.1
25.917.2
14.08.1 8.1 4.8 2.9 2.8 4.4 1.4 2.6 1.2
0.0
20.0
40.0
60.0
80.0
100.0
Currently used Often used
Q10. Amongst brands you know above, what brands have you used?? [MA] (N=650)
Q11. Amongst brands you have used, which one you use most often? [SA] (N=650)
Sunsilk is the top brand currently used, followed by Dove and PanteneSunsilk is the number one brand often used with significant percentage in hair treatment market
Unit : %
Hair Treatment Brand Favorability among age group
16
Q11. Amongst brands you have used, which one you use most often? [SA] (N=650)
25.9
17.214.0
8.1 8.14.8 4.4
2.9 2.8 2.6 1.4 1.2
Age groupSunsilk
(n=169)
Dove
(n=112)
Pantene
(n=91)
Clear
(n=53)
L'Oreal
(n=53)
Head &
Shoulders
(n=31)
TRESemmé
(n=29)
Feather
(n=23)
Lolane
(n=18)
Oriental Princess
(n=17)
Rejoice
(n=9)
Caring
(n=20)
16 - 19 yrs 21.9 18.8 14.3 18.9 18.9 32.3 20.7 0.0 11.1 5.9 33.3 15.0
20 - 24 yrs 27.8 30.4 28.6 34.0 32.1 29.0 27.6 25.0 22.2 5.9 44.4 30.0
25 - 29 yrs 25.4 23.2 29.7 28.3 26.4 16.1 17.2 50.0 33.3 23.5 11.1 25.0
30 - 34 yrs 12.4 12.5 13.2 9.4 15.1 19.4 20.7 25.0 22.2 29.4 11.1 15.0
35 - 39 yrs 8.9 7.1 9.9 7.5 5.7 0.0 6.9 0.0 5.6 17.6 0.0 15.0
40 yrs 3.6 8.0 4.4 1.9 1.9 3.2 6.9 0.0 5.6 17.6 0.0 0.0
The most popular brands among 25-29 years old group are Feather and Lolane respectively. On the other hands, Oriental princess is popular in the group of 30-34 years old customers.
The most popular brands among 20-24 years old group are Rejoice, Clear and L’Oreal respectively
Unit : %
28.817.217.2
11.917.817.118.1
1516.414.6
11.411.611.4
14.212.7
9.39.39.39.98.2
0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0 100.0
SunsilkPanteneRejoice
DoveL'Oreal
Oriental PrincessHead & Shoulders
FeatherLolane
Herbal EssencesTRESemméNeutrogena
CaringClear
SchwarzkopfAviance
KerastaseAsience
L'OccitaneTsubaki
Definitely not buy Probably not buy Not sure Probably Buy Definitely Buy
Future Purchase Intention
17
Q14. Amongst brands you haven't used before, please tell us your intention of using for these brands in the future? [Matrix SA] (N=650)
Branding has made Pantene ranked as the second preferable future purchase intention brand ; while reasonable price has made Rejoice ranked as the third preferable brand
Sunsilk is the leader in term of future purchase intention with significant percentage
Rank
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Total Future Intention
52.8 (n=282)
51.6 (n=314)
50.7 (n=559)
50.7 (n=295)
49.7 (n=182)
48.9 (n=577)
48.0 (n=488)
44.6 (n510)
44.5 (n=537)
44.4 (n=595)
42.7 (n=551)
41.6 (n=613)
40.3 (n=584)
40.1 (n=451)
39.9 (n=594)
34.6 (n=644)
33.5 (n=644)
33.4 (n=636)
33.4 (n=643)
31.3 (n=637)
Unit : %
Hair Treatment Top 5 Prefer Brands in The Future
18
Q10. Amongst brands you haven't used before, please tell us your intention of using for these brands in the future? [Matrix SA] (N=650)
L’oreal has highest score in total satisfaction (87.0%); however; it performs under average in brand awareness (58.7%). However, due to the high score on its brand awareness; making L’Oreal performs better than Oriental princess & Rejoice. Despite of the higher brand awareness of Rejoice over Oriental Pincess, Oriental princess made the highest score in total satisfaction, making its brand performance better than Rejoice.
Brand performance score of Sunsilk is highest (72.8%), despite the third rank for satisfaction score
Top BrandBrand Awareness
(30%)Total satisfaction
(30%)Future Intention
(40%)Brand
Performance
Sunsilk 89.9 (1) 82.5 (4) 52.8 (1) 72.8
Pantene 84.2 (2) 85.4 (3) 51.6 (2) 71.5
Dove 77.0 (3) 81.6 (5) 50.7 (3) 67.9
L'oreal 58.7 (4) 87.0 (2) 49.7 (5) 63.6
Oriental Princess 35.3 (6) 89.6 (1) 48.9 (6) 57.0
Rejoice 44.7 (5) 67 (6) 50.7 (3) 53.8
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