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

Hair apparent: the Australians choosing a professional cut and colour or a home bathroom dye job

Original article by Roy Morgan Research
Market Research Update – Page: Online : 29-Sep-15

A Roy Morgan Single Source survey has found that 6.2 million Australians aged 14+ (32 per cent) paid for hairdressing in an average four-week period in the year to June 2015. The survey also shows that 4.1 million Australians (21 per cent) buy home hair colouring products in an average six months. Overall, 25 per cent of men and 38 per cent of women got a professional haircut, styling or colouring recently, while 11 per cent and 31 per cent respectively dyed their hair at home at least once in the last six months. Meanwhile, L’Oreal is purchased by 26 per cent of women dyeing their own hair and 16 per cent of men, making it the number one brand among both genders.

CORPORATES
ROY MORGAN RESEARCH LIMITED, L’OREAL AUSTRALIA PTY LTD, CLAIROL, GARNIER, SCHWARZKOPF PTY LTD, NAPRO, DECORE, JUST FOR MEN