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This Specialists in Business Information report covers the consumer market for shampoos, conditioners, coloring, and other hair care preparations. The report includes coverage of U.S. shipments, retail sales, brand share, consumer purchasing demographics, company profiles, and much more. Individual sections are available.

Additional Information

Scope And Methodology

The SBI Market Profile on Consumer Hair Preparations is a guide to growing retail sales opportunities. This comprehensive database covers U.S. retail sales, price trends, distribution channels, sector product mix, and purchaser demographics. Other data trends include manufacturer shipments, the cost structure of U.S. plants, the competitive environment, and exports and imports. In addition, SBI profiled the leading U.S. marketers of consumer hair preparations.

Data trends are primarily derived from three sources: Information Resources, Inc. (IRI), the Simmons Market Research Bureau, and U.S. government agencies. IRI and Simmons Market Research Bureau data are segmented into seven market categories — shampoo, hair conditioner/creme rinse, hair styling products, hair spray, hair coloring, hair relaxer/home permanent kits, and hair growth products.

IRI data provide retail sales through food store, drug store, and mass merchandiser channels for each market category. Retail sales are further segmented by company, brand, and product line. IRI data are provided on a dollar and quantity basis, with SBI calculating average retail prices.

Simmons Market Research Bureau data supply demographic snapshots for each market category. Purchaser demographics are also provided by product type and kind (such as shampoo for normal hair, for dandruff, etc.) and by leading brand based on quantity purchases. Target market penetration rates are given for total U.S. households, and users by sex, age, race and ethnicity, income, education, occupation, size of family, children by age, and region. These data are derived from the Spring 1998 Study of Media Markets.

The other report sections summarize the overall consumer hair preparation market, consumer hair preparation shipments and the competitive environment, and company profiles. Section 1 provides data on overall retail sales and distribution channels, analyzes market category sales trends and forecasts, and reviews market category demographics, as well as data on U.S. household demographics and population patterns.

Section 9 provides U.S. Department of Commerce data on consumer hair preparation shipments. Shipments are for all domestic manufacturers, whether plants are owned by U.S.- or foreign-based companies, and whether or not plants specialize (50% or more of total facility revenues) in consumer hair preparations. The Bureau of Labor Statistics’ Producer Price Index tracks hair preparation price changes. SBI also uses Department of Commerce data to supply statistics on the cost structure and profitability of U.S. plants specializing in the manufacture and sale of hair preparations. IRI data is used to calculate a share of total industry sales by the leading marketers and top brands. The leading marketers’ product mix is also calculated.

The IRI and Simmons data are summarized by company in Section 10. Annual reports, trade journals, and databases were searched to uncover growth- and profit-oriented sales strategies.

Action-oriented executives are urged to use this comprehensive statistical database and the competitor information to penetrate important and growing market categories, target key demographics, introduce new products and brands, and initiate profitable operating strategies. Executives are urged to compute their own company’s market share and compare their company’s operating ratios to the industry averages as part of this process.

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