Results from new research conducted by Roy Morgan has revealed overall hair colour purchase and purchasing frequency is on the decline.
Research results reveal only 15.4 per cent of Australians purchased hair colour in an average six months in the year to March 2019, down two percentage points (ppts) from four years ago.
“This downturn is also reflected in a decrease in the number of customers who frequently purchase hair colour products every month, or every two to three months, while seeing slight growth in the less frequent purchasing segments,” Roy Morgan CEO Michele Levine said.
The number of customers buying monthly or more is down by 1.1 ppts to 2.2 per cent and those buying hair colour every two to three months has dropped by 1 ppt to 5.1 per cent compared with four years ago, according to the research.
Trend reports indicate that women represent 76.5 per cent of hair colour customers with 23.2 per cent of women buying a hair colour product in an average six months compared with 7.4 per cent of men.
“Women comprise more than three-quarters of the market, and middle-aged customers aged 35-49 years old are the most likely to buy hair colour products and comprise nearly a third of the market,” Ms Levine said.
According to Roy Morgan, supermarkets remain the location of choice for buying hair colour, representing about 52 per cent of the market.
Chemists and pharmacies are said to be the other big players, representing 26 per cent of the market for hair products.
The remainder of the market is split between department stores, discount department stores and online retail channels such as Amazon.