ヘアケア市場調査

---

Haircare products are the first step to realizing a preferred look or hairstyle. One of the primary goods produced by this sector is shampoo. There are many different types of shampoo, for example, clarifying, volumizing, and smoothing. Hair conditioner is another basic that comes in many forms. For instance, buyers can find leave-in, rinse-out, and deep conditioners. Other hair care products include hair oils, serums, pomades, and hair wax. They also include mousses, sprays, and gels.

ヘアケアが重要な理由

髪は、初めて会ったときに人が注目するものの 1 つです。髪は、その人の年齢、社会的地位、さらには衛生習慣の指標となることがあります。適切なヘアケアは不可欠です。光沢のある美しい髪やカールした髪は、常に良い印象を与えます。適切なケアは、健康な髪を保つためにも重要な役割を果たします。髪の大きなダメージを防ぎ、抜け毛の原因となる可能性があります。丈夫で光沢のある髪には、毎日のケアが必要です。

Ingredient Transparency Reshapes Haircare Consumer Trends

Clean-label positioning, once a niche concern, now drives reformulation decisions at scale. Ingredient transparency has moved from marketing claim to procurement mandate. Brands like Prose and Function of Beauty built their models around disclosed formulation logic. The mechanism is straightforward: when consumers can decode an INCI list, they penalize brands that obscure it.

This shift changes category management optimization at the retailer level. Shelf space allocation now accounts for “clean” adjacencies where sulfate-free, silicone-free, and paraben-free products cluster. Retailers running assortment rationalization in the premium haircare category report that removing opaque-ingredient SKUs lifts basket size in the surrounding set. The signal is clear: transparency is not a brand story. It is a shelf economics variable.

ヘアケア分野のチャンス

急成長を遂げているナチュラルヘアムーブメントなどの新興市場がヘアケアの成長を後押ししています。ブラジル、中国、インドはヘアケア部門に大きく貢献しています。インドネシアやトルコなどの新しい最前線市場も大きな成長を記録しています。これらの成長は、シャンプーの浸透が進んだ結果です。インドの農村地域も成長を牽引しています。これらの地域はインドの人口の 3 分の 2 を占めています。アジアの消費者は西洋式のヘアケア ルーチンに熱心になりつつあります。多くの人が石鹸の代わりにシャンプーを使い始めています。

オムニチャネルの台頭とデジタル破壊

Marketers and retailers are implementing omnichannel strategies. These strategies enable a uniform shopping experience for consumers. Marketing and retail channels include social media, the Internet, direct mail, and surveys. They also include emails and phone calls. Review and rating sites and in-store experiences are also marketing and retail channels. Haircare industry players have to deliver a consistent brand experience across these channels. In that way, consumers can maintain a favorable view of their brand identity.

Emerging haircare brands are using new outlets and marketing channels. That is how they capitalize on the changes within the industry. With digital disruption comes the rise in influencer marketing. Online magazine readers can watch videos of stylists creating hairdos using certain products. This advertising technique is far more effective than traditional print. It also works better than TV commercials, since it engages the consumer more.

DTC Haircare Channel Economics Demand a Different Margin Model

Direct-to-consumer haircare brands face a structural tension most investor decks ignore. Customer acquisition cost in haircare DTC runs higher than in skincare because the replenishment cycle is longer and the switching cost is lower. A consumer who finds a moisturizer that works will reorder for years. A shampoo buyer experiments constantly.

The brands succeeding in DTC haircare channel economics, such as Olaplex before its retail expansion and Vegamour in the hair wellness segment, solved this by building subscription mechanics around multi-step regimens rather than single-product replenishment. The unit economics only work when the average order contains three or more SKUs. Single-product DTC in haircare is a money-losing proposition at scale.

Trade spend optimization looks different here. In DTC, promotional lift measurement shifts from retailer scan data to cohort-based retention curves. The relevant metric is not week-over-week velocity but 90-day rebuy rate segmented by acquisition channel. Brands measuring promotional lift for new haircare products through traditional methods miss the signal entirely.

Prestige Haircare Market Share Concentrates Around Salon-Grade Legitimacy

The prestige tier in haircare does not behave like prestige skincare. Price alone does not signal quality. Salon provenance does. Brands like Oribe, Kérastase, and Moroccanoil maintain prestige haircare market share because their distribution originated in professional channels before expanding to retail. The professional endorsement functions as a quality certification that no amount of influencer marketing replicates.

Indie brands attempting market entry into the US haircare market face this barrier directly. Without salon-channel credibility, prestige pricing becomes difficult to defend at retail. The most effective market entry strategy for the US haircare market involves seeding through independent stylists and specialty salons before pursuing Sephora or Ulta placement. The sequence matters more than the spend.

定性調査がどのように役立つか

Managers have several 定性的な市場調査 methods at their disposal. They can use フォーカス・グループ、実際の製品ユーザーの意見を得ることができます。顧客インタビューを利用することもできます。これらのインタビューは消費者を惹きつけ、製品やサービスに関する多大な洞察をもたらします。もう 1 つの貴重なツールは、民族誌学です。この方法は、企業計画のさまざまな側面に戦略的な方向性を提供します。

SIS conducts Qualitative Research including Focus Groups, 対面 そして モバイル民族誌, 顧客インタビュー, ショッパーリサーチ、 そして オンラインインサイトコミュニティ.  We interview customers as well as Hair Salon professionals, distributors, store purchasing decision makers, Beauty bloggers, Influencers, and Beauty Industry Executives

定量調査がどのように役立つか

It’s easy to use surveys to conduct quantitative market research online. This method helps managers in the haircare industry to access demographic information. With demographics, they can find out about almost anything. They can use 調査 顧客が自社ブランドのどのような点を気に入っているかを測定するためです。また、調査によって、市場がどのようなタイプの製品を必要としているのかもわかります。 視線追跡研究 パッケージング、ブランディング、メッセージングに関するデータを提供できます。

SISは 家庭内使用テスト (IHUT) そして 製品テスト.  We have a Focus Group Facility in NYC, and have conducted many studies where consumers pick up products and conduct surveys.

SISはまた、 ヘアサロンインタビュー ニューヨークのヘアスタイリストと顧客と協力して、新しいシャンプーをテストし、その後、顧客とサロンのプロの両方にアンケートを実施しました。このプロジェクトでは、代表的なサンプルを確保するために、さまざまな髪質と民族的背景を持つ女性を募集する必要がありました。

戦略研究の重要性

戦略リサーチが役立つ方法はいくつかあります。例えば、 市場機会評価 identify favorable circumstances and risks. Haircare businesses can understand the market before building or expanding an offering.  They can also use 競合分析. This analysis helps them determine what makes their products and services unique.  They will learn what attributes they should play up to attract their target market.

もう一つのツールは 市場規模の評価は、経営者が市場の潜在力を見積もるのに役立ちます。最後に、経営者は 業界追跡 そして トレンド分析. Trend Analysis identifies the drivers of rising trends, and recommends ways to capitalize on them. It tells companies the direction in which the market is moving. Trend analysis goes deeper than just identifying where the market is moving. It shows managers whether the market is trending up or down, or what it means for your business. This information is vital for strategic and marketing decision-making.

The SIS Dual-Funnel Haircare Intelligence Framework

Effective haircare market analysis maps two dimensions simultaneously: the shopper’s relationship to the category (maintenance vs. solution-seeking) and the brand’s channel sequence (professional-first vs. retail-first). Plotting competitive positions on these two axes reveals white space invisible in flat market share data.

Brands positioned in the solution-seeker quadrant with professional-first distribution hold the strongest margin profiles. Brands in the maintenance quadrant with retail-first distribution compete on volume and promotional efficiency. Most category failures occur when brands attempt to occupy a quadrant their channel history does not support.

SIS International has applied this dual-funnel framework through focus groups, ethnographic research, and shopper journey analytics across multiple geographies, helping consumer goods leadership teams identify positioning gaps before committing trade spend. The distinction between where a brand sits and where it belongs is the single most valuable output of a properly structured haircare market analysis.