If you got a question, look no further.
We post the most common questions
in our FAQ section.
Please fill in the form below to receive a Free Sample of the Report.
This report provides a concise overview of the Haircare market in
Germany. After reading this report, you will understand the size of the market,
the economic, demographic, and behavioral trends that will drive its evolution
and the leading companies within the market, allowing you to plan effectively
for the future.
Introduction and Landscape
Why was the report written?
This overview of the consumer and market dynamics of the German Haircare sector
allows new entrants and established companies to gain rapid and comprehensive
insight into the current state of the market and identify the key trends that
will drive growth in the coming years.
What is the current market landscape and what is changing?
Categories that are essential for hair health and hygiene such as Conditioner
and Shampoo will register positive value and volume growth between 2012 and
2017. Conversely, less essential categories such as Hair Colorants and Styling
Agents will decrease in value during the same period.
What are the key drivers behind recent market changes?
An aging population and increasing demand for natural products will drive sales
of Haircare products between 2012 and 2017. Meanwhile, private label Haircare
products are gaining importance and are poised for growth during 2012–2017. Poor
consumer sentiment, brought about by the recent economic downturn, had led to
consumers purchasing private label products in greater numbers as they offer
greater volumes at a lower price.
What makes this report unique and essential to read?
This report brings together consumer insight and market data to provide a
comprehensive brief of the German Haircare sector. This allows for the rapid
identification of key growth opportunities across five Haircare categories and
Key Features and Benefits
Analysis of consumer behavior, economic conditions, and demography
reveals emerging opportunities in the Haircare sector in Germany.
Key growth categories are highlighted by analyzing the market dynamics of five
Haircare categories: Conditioner, Hair Colorants, Perms &Relaxers, Shampoo, and
Market shares are provided for the leading brands across the Conditioner, Hair
Colorants, Perms &Relaxers, Shampoo, and Styling Agents categories.
An overview of packaging trends in the German Haircare sector is provided,
including primary packaging material and type, packaging closures, and outer
Key future trends are highlighted and analyzed in order to identify
opportunities and threats in the Haircare sector.
Key Market Issues
Better Off and Older men and women have the highest consumption share
of Haircare products in Germany. However, time does not play a significant role
with respect to making Haircare purchase decisions.
Hypermarkets & Supermarkets were the most popular retail format for Health &
Beauty products during 2009–2012, closely followed by Health & Beauty Stores and
Drug Stores & Pharmacies.
Analysis of the change in Germany’s Haircare sector between 2007 and 2017
highlights clear winners and losers. Beauty-driven Haircare categories such as
Hair Colorants and Styling Agents will lose market share to more essential
Haircare products such as Shampoo and Conditioners between 2007 and 2017.
Private label penetration is higher in essential categories such as Shampoo than
in more beauty-driven categories such as Styling Agents and Hair Colorants.
During 2007–2012, Conditioner was the only category to register positive growth.
In future, Conditioner will record positive growth and gain market share in the
overall Haircare market
Consumers in the current economic environment desire better value for
money from their purchases, and are either trading down to lower priced items or
trading up to higher priced ones when they feel there is value in doing so.
Demand for products that suit busy lifestyles, as well as the desire to look
more beautiful, are becoming more important among German consumers.
Consumers are also trying Haircare products to combat graying hair and keep
their hair healthy, soft, and thick. National and international brands such as
Schwarzkopf and Pantene have developed a variety of product lines to address the
signs of aging hair.
Packaging plays a significant role in making products stand out on the shelf and
in influencing Haircare purchases. Rigid plastics is the most commonly used
packaging type, especially for Conditioners and Shampoo, primarily because of
its low material cost and easy to handle advantages over glass containers.
Private label Haircare products are gaining importance and are poised for growth
during 2012–2017. More than one-quarter of the market by value is driven by the
need to find better value for money