In recent years, German consumers have been going through a transition phase triggered by transparency of products details, including in hair care. In terms of product ingredients in hair care, consumer knowledge is still increasing with every passing year, with expectations also growing in line with this.
In Germany, drugstores/parapharmacies is the leading channel in hair care, accounting for more than half of total retail value sales. The proximity strategy implemented over the years has translated into a convenient way of shopping on a regular basis for consumers, with this approach reinforced by the two major players in 2019.
Henkel remained the leading player in hair care in Germany in 2019. The German multinational, due to recording below-average value sales growth in 2019, saw its share decline during the course of the year.
Sales of hair care are now expected to stagnate in 2020 at constant 2019 value prices in light of the impact of COVID-19. This compares to the 2% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.
The closure of hairdressers for almost two months in the first half of 2020 increased the “DIY approach” and helped drive sales in certain categories, such as colourants, with consumers forced into at-home hair treatment. Shampoo and 2-in-1 products were relatively shielded from the effects of the pandemic as these products are seen as essential, with consumers not keen to reduce their frequency of hair washing.
With recovery already beginning to set in before the end of 2020, salon professional hair care will bounce back with stronger annual growth rates than the overall hair care category over the forecast period from 2021. Colourants growth will slow a little after 2020, but will still record solid growth from 2021, while hair loss treatments will continue recording strong growth throughout the forecast period, regardless of the COVID-19 pandemic.
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Understand the latest market trends and future growth opportunities for the Hair Care industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Hair Care research and analysis database.
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