Tags: professional hair care

Salon Purchase Channels

Salon Purchase Channels U.S., Europe & China Market Analysis

Salon Purchase Channels U.S., Europe & China Market Analysis


Base Year: 2023
To be Published: Q4 2023
Forecasts: 2028

Salons traditionally purchased their supplies directly from manufacturers or from distributors/wholesalers and their stores. This purchase behavior has changed, and salons nowadays have a variety of ways to obtain professional hair care products. In particular e-commerce to professionals has been blooming in recent years. In this study Kline asks directly hundreds of salons about their purchase behaviors

Scope

This report compiles a quantitative survey among salons and opinions from unstructured interviews with industry experts across United States, key European markets and Mainland China. Observing changes in salons purchase patterns as well as development of online platforms selling to stylists for professional hair care marketers and distributors it is important to understand where and why salons shop. The report includes information on:

  • Number of salons
  • Salons segmentation
  • Salons purchase behaviors:
    • - Where they shop
    • - How often they shop
    • - Reasons behind choice of purchase channel
  • Brands they use
  • Services they provide
  • Product retailing and spending on salon hair care products

Results from this study should enable
companies to better select channels through which they reach different types of salons.

Methodology

  • Quantitative Study
  • Sample size for each European country: N=200
  • Sample size United States and China (each): N=400
  • Method: 15-20 minute telephone interviews
  • Fieldwork: September-October 2023
  • Respondents: Salon owners/managers/stylists responsible for choosing and buying products
  • Unstructured interviews with industry experts from manufacturers, distributors, associations, media, or salons
TABLE 1: MARKETS *
Europe North America Asia
France United States Mainland China
United Kingdom
Germany
Italy
Spain

* Subject to charter subscriber input

Table 2: SALON SEGMENTS
- Premium
- Moderate
- Value

Information Gathered from Quantitative Survey*​

  • Salon segmentation
    • - Pricing of coloring services
    • - Pricing of hair cuts(the above will allow ups to split the sample into premium mid-tier and economy salons)
  • Purchase channels
    • - Where they purchase products from
    • - Share of each purchase channel on their total expenditure
    • - Number of channels they source products from
    • - Quantities of products bought online and traditionally
    • - Which brands are purchased through which channel
    • - Reasons behind selection of various channels
  • Services they provide
    • - Services they provide
    • - How their revenue is split by type of service
  • Product sales
    • - Share of product retail in their revenues
    • - How do they sell products to clients (physically or online)
    • - What would encourage them to sell more products to customers
  • Products and bands they use or sell to customers
    • - The amount that they pay for product purchase per month
    • - Brands they use
    • - Reasons for selecting the brands they use

Information Gathered from Unstructured Industry Interviews*​

  • Number of hair salons
  • Sales channels of key marketers
  • Outlook
  • Additional insights helping understand the market and survey results

* Subject to charter subscriber input

Report Benefits

This program provides subscribers with an understanding of the purchase behaviors of different types of salons in United States, Europe and Mainland China. Results from this study will enable companies to better understand reasons behind selection of purchase channels and brands, importance of product retailing as well as services provided by salon tier. This knowledge should help marketers to create effective partnerships and agreements with salons.

Deliverables

  • Report combining findings from survey and unstructured interviews
  • Survey results tabulations
  • The possibility to compare results across different salon segments
  • Incorporating expertise from the Kline Salon Hair Care annual study

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Professional Hair Care Intelligence Center

Professional Hair Care Intelligence Center

Our Professional Hair Care Intelligence Center is your one-stop, always-on resource for authoritative and on-trend data and insights on the professional hair care industry. Powered by digital technology, it combines our unrivaled industry expertise on the professional hair care sector with highly curated, externally sourced content to provide you with essential knowledge in one place.

 

This new digital platform gathers, processes, and understands large volumes of data relating to the salon industry on an ongoing basis. It will help you:

  • Discover the latest trends and innovations
  • Identify emerging categories and brands
  • Learn about the latest product launches organized bycountry, category, and claim
  • Understand the competitive landscape by continuously monitoring activities of key and up-and-coming players

Customizable and scalable – can include unique or specified data sources

Content of the Platform

Home Page

Provides an overview of purchased content with direct access to it as well as trending industry news selection.

New Products Tracker

Monitors and analyzes launches of new professional hair care products by category, geography, and brand.

Trends Monitor

Features the most important information on product, consumer, and salon service trends.

Market Analyzer

Customizable dashboard based on data from Kline’s Salon Hair Care Global Series and Kline PRO databases.

News Center

Real-time newsfeed on various aspects of the competitive landscape in the professional hair care industry.

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Independent Stylists Global Market Brief

Independent Stylists Global Market Brief



Regional Coverage: Global


Base Year: 2021
Forecast: 2026
U.S. Published: August 2022
Germany Published: November 2022
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Base Year: 2023
Forecast: 2028
To Be Published: Q4 2023
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Independent hairdressers comprise an increasingly important target group for hair care companies, yet little information is available on this segment. In two previous editions Kline surveyed more than 1,600 independent stylists globally, to understand their behavior and attitudes. This third edition provides an update on characteristics and key behaviors of this important group

Scope

This report compiles a quantitative survey among independent hairdressers and opinions from unstructured interviews with industry experts across Europe, North America, and Brazil. Observing the increasing number of hairdressers working independently with a decreasing number of salons as this group is more-than-ever important to target. It is essential to understand from where they purchase products, which brands they purchase and why, and what motivates them to select brands and sell products.
The report includes information on:

  • Number of independent stylists
  • Their monthly revenues
  • Their clients’ profile
  • Services they provide
  • Product retailing and spending on salon hair care products
  • Their product purchase channels
  • Brands they use

Results from this study should enable companies to create partnerships and agreements
with independent hairstylists based on their profile and needs.

Methodology

  • Quantitative Study
  • Sample size (per country): N=200
  • Method: 20-minute telephone interviews
  • Fieldwork: September-October 2023
  • Sample composition:
    • Female and Male
    • Working full- or part-time as independent hair stylists, minimum 18 hours per week
    • Working from their clients' homes, from their own homes, renting a chair or a space in a suite, or do mobile hairstyling with own vehicle
    • All are responsible for choosing and buying products
  • Unstructured interviews with industry experts from manufacturers, distributors, associations, media, or salons
TABLE 1. MARKETS COVERED
Europe Latin America North America
France Brazil Canada
United Kingdom United States
Germany
Italy
Spain

* Subject to charter subscriber input

Table 2. PRODUCT CATEGORIES
• Conditioners (includes treatments)
• Shampoos
• Hair coloring products
• Hair styling products
• Hair texturizing products

Information Gathered from Quantitative Survey*​

  • Socio-demographics
    • — Gender, Age
    • — Length of their career as a hairdresser and as an independent hairdresser
    • — Number of working hours per week. Average number of customers they see per week
    • — Monthly revenue
  • Places where they carry out hairdressing
    • — Places they carry out hairdressing
    • — Time spent by them at those places
    • — Number of places that they carry out hairdressing
  • About their customers
    • — For whom they do hairdressing
    • — How much time they spend with each of their customers
  • Services they provide
    • — Services they provide
    • — How their revenue is split by type of service
    • — The average price their customers pay for hair coloring, hair cutting, and styling, as well as men’s hair cutting

 

  • Products and brands they use or sell to customers
    • — Hair care products that they use or sell to customers
    • — The amount that they pay for product purchase per month
    • — Their expenditure split among products they use or sell to customers
    • — Brands they use
    • — Reasons for selecting the brands they use
  • Purchase channels
    • — Where they purchase products from
    • — Share of each purchase channel on their total expenditure
    • — Number of channels they source products from
    • — Quantities of products bought online and traditionally
  • Product sales
    • — Number of hairdressers that sell products to clients
    • — Whether they do not sell products to customers or do it rarely, and why
    • — What would encourage them to sell more products to customers
  • Business performance last year
    • — Their business performance last year

Information Gathered from Unstructured Industry Interviews* ​

  • Number of hairdressers in the market
  • Number of hairdressers working independently
  • Outlook
  • Additional insights helping understand the market and survey results

* Subject to charter subscriber input

Report Benefits

This program provides subscribers with an understanding of the lives and work of independent stylists in selected markets in Europe, North America, and Brazil. Results from this study will enable companies to reflect market changes after the pandemic and create effective partnerships and agreements with independent hairstylists based on their profile and needs

Deliverables

  • Report combining findings from survey and unstructured interviews
  • Survey results tabulations
  • The possibility to compare results with previous editions (surveys conducted in 2020 and 2022)
  • Incorporating expertise from the Kline Salon Hair Care annual study
Barbershops: Global Market Brief

Barbershops: Global Market Brief

Barbershops: Global Market Brief

 


Published July 2017
Base Year: 2016
Forecasts to 2021
Regional Coverage: Brazil, Europe, United States

The increasing number of barbershops is one of the key factors driving growth in the professional hair care market. The barbershop revival is most apparent in European countries, but is also present in other parts of the world. On the product side, many major players are launching or relaunching lines of products designed specifically for men, while a new crop of smaller men’s brands have been born out of this barbershop trend. Based on a survey to be conducted with hundreds of barbershops across seven countries, along with Kline’s principle approach of unstructured interviews with market participants, this new study takes a first-ever deep look into this important market niche.

This Report Addresses Such Questions as:

  • How many barbershops are there in each country?
  • Which services are offered?
  • Which products are the most popular?
  • What is the size and growth of this segment in terms of service revenue?
  • How does this new generation of barbershops differ from previous generations?
  • Which brands are making an impact?

Report Contents

Introduction​

Global Executive Summary​

  • Key lessons learned
  • Trends and developments
  • Market sales and growth (2015 and 2016)
  • Services offered
  • Breakdowns by region/country
  • Brands offered
  • Future outlook

Market Summaries​

Brief summaries highlighting the key features for each market listed in Table 1. Information provided includes:

  • Estimated number of barbershops (2015 and 2016)
  • Estimated market sales and growth (2015 and 2016)
  • Breakdowns by country (Europe only)
  • Role of barbershops in the overall professional market
  • Dynamics and trends
  • Services offered
  • Product recommendations and trends
  • Brands offered
  • Future outlook
Table 1. Markets Covered
Brazil
Europe (with a focus on France, Germany, Italy, Spain, and the United Kingdom)
United States

Scope

Barbershops: Global Market Brief provides a detailed independent appraisal of this fast-moving market segment and explore opportunities and challenges for industry participants

 

  • For the purposes of this study, a barbershop is defined as a location where the primary business activity is to offer hair and grooming/shaving services for men. The barbershop must perform beard services to be included in the study.
  • Unisex salons that offer men’s services are excluded.

 

  • Geographic scope: Brazil, Europe (France, Germany, Italy, Spain, and the United Kingdom), and the United States.
  • The sample for the structured survey is balanced by geography, size, and service pricing.

Report Benefits

This report helps market participants better capitalize on the growing barbershop trend.

 

  • Develop business strategies by understanding the trends and developments that are driving the barbershop market.
  • Understand the landscape with key data and insights on the number of barbershops, their main characteristics, and the services they offer.
  • Learn which products and product forms are most important to barbershops
  • Understand the decision making-factors when it comes to choosing the brands used and sold.
  • Design your product development, marketing, and sales strategies.
  • Develop market-entry and market expansion strategies.

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