Hair care was amongst the beauty and personal care categories that saw the most growth in Germany in 2021. In fact, this category proved to be quite resilient throughout the pandemic.
Despite the intensity of 2021, which was filled with unpredictable moments due to the lockdown early in the year, the rollout of vaccination, and the reimposition of restrictions at the end of the year, consumers showed very different reactions to the previous year in terms of choice of distribution channel, which ultimately played in favour of drugstores/parapharmacies and beauty specialists. The former, despite the wide number of outlets around the country and availability throughout all cities in Germany, saw consumers opting to buy hair care products through grocery retailers in 2020, which have a good range of products and therefore allowed consumers to shop for everything they needed in one go.
Henkel retained its number one spot in hair care in Germany in value terms in 2021. This domestic player has a wide variety of well-established brands that consumers trust, covering practically all hair care categories.
Hair care is expected to see solid retail volume and current value growth over the forecast period in Germany, in the aftermath of the pandemic. However, it is important to note that the prices of hair care products are also expected to increase at a high pace in the coming years.
Due to increased consumer pressure and the political movement towards sustainability on different fronts, several hair care brands are being positioned with an emphasis on the topic. Thus, innovation is expected to remain an important growth driver for players in hair care in the coming years.
In a similar pattern already taking shape in other categories within beauty and personal care, the expansion of the value share of e-commerce is expected in hair care in the coming years. This will be a result of the expansion of existing online e-commerce players, such as Amazon, but also through the increased number of SKUs available in online grocery retailers, which already have solid infrastructure in place for food and drinks, making the expansion towards shampoos, colourants or even styling agents easier.
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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.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Hair Care industry in Germany, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of shampoos, conditioners, styling agents, hair loss treatments, 2in1 products, perms and relaxants, colourants and salon hair care. Ethnic hair care products, such as conditioning relaxers for Afro-Caribbean hair, are included across all subsectors. Excluded are hair accessories such as hair extensions, hair clips, combs and brushes.See All of Our Definitions
This report originates from Passport, our Hair Care research and analysis database.
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