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Consumer Trends in the Haircare Market in Spain

Consumer Trends in the Haircare Market in Spain - new market research report published

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2012-12-12 02:16:15 - Consumer Trends in the Haircare Market in Spain - a new market research report on

Private label penetration is relatively low for Perms & Relaxers, the only Haircare product category in Spain not to record a penetration in excess of 10%. The success of private label Perms & Relaxers relative to other Haircare private labels suggests retailers need to invest further in their private label programs for this category, or abandon it altogether.

Market valuation reveals that Shampoo and Hair Colorants are the largest selling Haircare products in Spain, accounting for over half of the total market. The Conditioner market is worth significantly less than the Shampoo market. Given that both 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.

Individualism is the most important trend affecting consumers´ choices of Haircare products in Spain. This highlights the category´s strong connection to cosmetics and other products that form part of consumers´ beauty routines and shape their self-image, and suggests that similar marketing strategies may be effective for both Hairecare and cosmetics. This trend was particularly important in the Conditioner, Shampoo and Styling Agents product categories.

Report 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.

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Mike King
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