Hair colour purchasing falls, most bought in supermarkets

Original article by Roy Morgan
Market Research Update – Page: Online : 11-Jun-19

A Roy Morgan Single Source survey shows that 15.4% of Australians aged 14+ purchased hair colour in an average six months in the year to March 2019, down 2ppts from four years ago. The frequency of purchasing has dropped as well, with the number of customers who purchased hair colour monthly or more frequently falling by 1.1ppts to 2.2%, and those purchasing every 2-3 month down 1ppt to 5.1%. The survey also shows that women represent 76.4% of hair colour customers; 23.2% of women buy a hair colour product in an average six months, compared to only 7.4% of men. Hair colour customers also skew towards middle-aged consumers, with 19.9% of 35-49 year olds purchasing a hair colour product in an average six months – the highest incidence of any age group, totalling almost one million customers and representing 31% of the total hair colour market.

CORPORATES
ROY MORGAN LIMITED

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