Hair care industry in Canada


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Hair care industry in Canada

  1. 1. HAIR CARE IN CANADA27 Jun 2011HEADLINES In 2010 hair care grows by modest 2% in current value terms to reach C$1.5 billion Emphasis on product development and marketing is on salon-quality care Push for salon-quality hair care in retail represents challenge for salon products and sales, forcing salon products to reconsider choice to emphasise exclusive image and quality Unit prices edged up on the wave of product development, but consumers’ cautious attitude and search for discounts limits extent of price increases L’Oréal Canada and Procter & Gamble together account for over half of all hair care sales in Canada in 2010 Hair care sales projected to see modest 1% constant value CAGR over forecast period to achieve C$1.6 billion in 2010COMPETITIVE LANDSCAPEL’Oréal Canada and Procter & Gamble remained the two leading marketers of hair care products inCanada, at the end of the review period with a combined value share of 56%. L’Oréal had a slightedge over Procter & Gamble, which is chiefly due to L’Oréal’s strength in colourants, salon hair careand styling aids.Although Procter & Gamble ranked second in hair care, its Pantene brand ranked first in Canadianhair care sales in 2010 with a value share of 8%, registering a gain over 2009. The brand isparticularly strong in standard shampoo, conditioners and 2-in-1 products. It is also among the top-ranked in styling aids. The brand receives strong support from the company, with continuing productdevelopment (most recently the Pantene Curly line of hair care products for curly hair) and stronginvestment into marketing and advertising to maintain a high degree of brand awareness. In fact, in2010 the Pantene brand was officially “re-launched” with a new look and emphasis on a customisedapproach to hair care. The revamp reportedly led a simplified approach to hair care identifying fourmajor hair care requirements – fine, medium-thick, curly and colour. This led to a reduction in thenumber of SKUs, making it easier for customers to find products according to their needs. Thecompany called it “problem solution merchandising”. The brand re-launch was accompanied by an© Euromonitor International 2011
  2. 2. innovative advertising campaign featuring real female customers as opposed to celebrities andmodels, thereby bringing Pantene products more in touch with the average user.© Euromonitor International 2011
  3. 3. NATIONAL BRAND OWNERS AND THEIR BRANDSCompany Name (NBO) Brand (GBO) Alberto European (Alberto-Culver Co), Alberto VO5 (Alberto-CulverAlberto-Culver Canada Inc Co), Nexxus (Alberto-Culver Co), TRESemmé (Alberto-Culver Co)Amway of Canada Ltd Satinique (Amway Corp)Avon Canada Inc Avon (Avon Products Inc) Down Under Naturals (Belvedere International Inc), EuropeanBelvedere International Inc Formula (Belvedere International Inc), Natures Organics (Belvedere International Inc)Chattem (Canada) Inc Selsun (Sanofi-Aventis)Combe Inc Grecian 2000 (Combe Inc), Just for Men (Combe Inc)Diamond Products Inc Toni (Diamond Products Inc)Innovative Brands LLC Pert Plus (Helen of Troy Ltd)John Paul Mitchell Systems Inc Paul Mitchell (John Paul Mitchell Systems Inc)Joico Laboratories Inc Joico (Shiseido Co Ltd)Kao Brands Canada Inc John Frieda (Kao Corp), KMS (Kao Corp) Garnier (LOréal Groupe), Garnier Fructis (LOréal Groupe), LOréal Couleur Experte (LOréal Groupe), LOréal Excellence (LOréal Groupe), LOréal Féria (LOréal Groupe), LOréal Préférence (LOréalLOréal Canada Inc Groupe), LOréal Professional (LOréal Groupe), LOréal Studio Line (LOréal Groupe), Matrix (LOréal Groupe), Redken (LOréal Groupe), Vive (LOréal Groupe)Lush Handmade Cosmetics Ltd Lush (Lush Ltd)McCaughey Consumer Products Finesse (Lornamead Group)Management IncMcNeil Consumer Healthcare Nizoral (Johnson & Johnson Inc), Rogaine (Johnson & Johnson Inc)Other Private Label Other Private Label (Private Label)Prestige Brands International Inc Denorex (Prestige Brands Holdings Inc) Aussie (Procter & Gamble Co, The), Clairol Herbal Essences (Procter & Gamble Co, The), Clairol Hydrience (Procter & Gamble Co, The), Clairol Mens Choice (Procter & Gamble Co, The), Clairol Natural Instincts (Procter & Gamble Co, The), Clairol Nice n Easy (Procter &Procter & Gamble Inc Gamble Co, The), Clairol Professional (Procter & Gamble Co, The), Head & Shoulders (Procter & Gamble Co, The), Image (Procter & Gamble Co, The), Infusium 23 (Procter & Gamble Co, The), Pantene (Procter & Gamble Co, The) ColorStay (Revlon Inc), Flex (Revlon Inc), Frost & Glow (Revlon Inc),Revlon Canada Inc Outrageous (Revlon Inc)Shoppers Drug Mart Inc Life (Private Label)Stiefel Canada Inc Polytar (GlaxoSmithKline Plc) Dove (Unilever Group), Suave (Unilever Group), Sunsilk (UnileverUnilever Canada Inc Group), Thermasilk (Unilever Group)Wella Canada Inc Wella System Professional (Procter & Gamble Co, The)Source: Passport by Euromonitor International© Euromonitor International 2011
  4. 4. FORECASTDEFINITIONS AND METHODOLOGYHair CareThis is the aggregation of shampoos, styling agents, 2in1 products, perms and relaxants, colourantsand salon hair care. Ethnic hair care products, such as conditioning relaxers for Afro-Caribbean hair,are included across all subsectors. Excluded are hair accessories such as hair extensions, hair clips,combs and brushes.MethodologyThis report is derived from Euromonitor International’s Passport information system. Industryresearch is carried out by a global team of more than 600 in-country analysts and is based on a coreset of research techniques: National-level desk research, company research and analysis, store checking, trade interviewing with national players and market analysis International-level desk research, multinational company research and analysis, trade interviewing with international players and market analysis© Euromonitor International 2011