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Shifting Patterns in Women’s Hygiene & Grooming (TM)

Women as a whole have begun showering and washing their hair less frequently during the past two decades or so, with many of them individually acknowledging that they have begun showering less in the past few years.

Multi-sponsor Surveys’ 2017 Target Market Report on Shifting Patterns in Women’s Hygiene examines the factors potentially motivating women to shower and wash their hair less often, and the extent to which these shifting trends impact the use of women’s haircare and grooming products.

Key topics include:

  • Shower and hair washing frequencies among different demographics
  • Health concerns and attitudes shared by those washing less frequently
  • Perceived benefits of showering less
  • Influence of hair style trends on frequency of hair washing
  • Effects on frequency of hair appliance usage
TABLE OF CONTENTS
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INTRODUCTION. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
METHODOLOGY. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
KEY FINDINGS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
SUMMARY OF FINDINGS. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
I. Overview: Trends and Demographics. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
Shower Frequency. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
Hair Washing Frequency. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
Frequency of Mothers Bathing or Washing Hair of Infants/Toddlers. . . . . . . . . . . . . . . . 17
Shower Frequency and Employment Status . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
Trends in Shower Frequency By Age. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
Women Acknowledging They Are Showering Less. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
II. Benefits of Showering/ Washing Less Frequently. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
Perceived Benefits of Showering Less Often. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
Perceived Benefits of Showering Less Often – Demographic Breakdown. . . . . . . . . . . . 23
Benefits to Showering Less by Age Group. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
Shower Frequency & Perceived Benefits. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
Benefits Seen By Women Who Acknowledge That They Are Showering Less. . . . . . . . . 26
Scalp Conditions by Frequency of Washing Hair. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
III. Hair Styles and Appliances . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28
Natural Hair Style Trends. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
Preference For Natural Hair Texture. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
Frequency of Hair Appliance Use. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31
Concerns About Heat Damage from Hot Hair Appliances. . . . . . . . . . . . . . . . . . . . . . . . . 32
Trends in Styling Hair With a Blow Dryer. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33
IV. Alternative Freshening Habits. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34
Freshening Up Habits When Don’t Bathe. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35
Freshening Up Habits When Don’t Bathe – Demographic Breakdown. . . . . . . . . . . . . . . 36
Freshening Up Habits Market Size Potential. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37
TECHNICAL APPENDIX. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38
Sampling Tolerances. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39

 

INTRODUCTION

 Consumer research data shows that many women have begun showering and washing their hair less frequently during the two past decades or so. This report examines the factors potentially motivating women to wash less often, and the extent to which these shifting trends impact the use of women’s haircare and grooming products.

Some of the topics that this report explores include:

  • Shower and hair washing frequencies among different demographics
  • Health concerns and attitudes shared by those showering/washing less frequently
  • Perceived benefits of showering less
  • Influence of hair style trends on the frequency of hair washing
  • Effects on frequency of hair appliance usage

METHODOLOGY

This report presents select findings from the following studies:

2014 Report on Women’s Shift From Daily Showering/Impact on Body Freshening Products which examines changes in women’s bathing up to 2014.

  • Interviews for this study were conducted online in August 2014 among a nationally representative U.S. sample of 534 adult women (ages 18 and older).  Trends are based on earlier studies of women’s bathing/showering habits conducted from 1993-2009.

2017 Study of the Market for Deodorant and Body Spray which examines the current market for deodorant products and body sprays among men and women and includes questions includes questions that match a number of trended questions in the 2014 Report on Women’s Shift From Daily Showering (above).

  • Online interviews were conducted from November to December 2016 among a national sample of 1,000 men and women age 18+, with quotas for 400+ deodorant users and 200 body spray users.

2016 Brand Imagery Study of Women’s Hair Appliances which presents trends in hair care routines, appliance usage habits, preferences, and brand awareness.

  • Online interviews were conducted in August 2016 among a nationally representative sample of 1,120 women age 18+, with oversamples of African-American and Hispanic women to achieve 200 interviews each. The total sample included a naturally occurring subset of 783 women who use hair styling appliances (screened for past-month usage).

2016 Study of Infant & Toddler Skin Care, the second study designed to examine the skin care practices of mothers with infants or toddlers under the age of two years.

  • Online interviews were conducted in June 2016 among a national sample of 604 mothers with children less than 2 years of age.

cost: $4,300. (subject to New Jersey or New York sales tax where applicable)

Electronic deliverables:

  • Summary Report (in PowerPoint) includes Key Findings section
  • Follow by Detail Sections including graphs and charts depicting survey findings.