Executive Summary

Jun 2019
PROSPECTS
Ageing population leads to volume growth and price increase

2018 was a strong year for hair care, which saw much faster current value growth compared with the previous year. Population growth and brand exclusivity drove up volume sales and unit prices.

Liquid-free is a win-win for brands and consumers

Nowadays, people tend to wash their hair more than ever before. Even though it is claimed that washing hair daily can be negative for hair health, many individuals do so anyway.

Rising popularity of dry shampoos

Also following the liquid-free trend are dry shampoos. These products, packaged in metal aerosol cans, can be applied directly to the hair, tackling problems straight away.

COMPETITIVE LANDSCAPE
Henkel and L'Oréal continue to lead

Henkel and L'Oréal Deutschland continued to lead hair care in 2018, although they both saw slight declines in their value shares. These two players completely dominate colourants.

Exclusivity: the new growth driver in hair care

Prior to 2018, the price competition between dm and Rossmann became particularly intense in personal care. However, 2018 marked a turning point for hair care and drugstores’ approach to exclusivity.

Disruptive small players offer uniqueness

More than ever, consumers are searching for something that distinguishes them from others; this is mostly amongst the younger generation. Social media boosted this need for self-differentiation, and smaller brands benefited.

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Hair Care in Germany

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Overview

Discover the latest market trends and uncover sources of future market growth for the Hair Care industry in Germany with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Hair Care industry in Germany, our research will save you time and money while empowering you to make informed, profitable decisions.

The Hair Care in Germany market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Hair Care in Germany?
  • What are the major brands in Germany?
  • Which types of styling agents are most common?
  • How are shampoos versus 2-in-1 products performing?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Hair Care in Germany - Category analysis

HEADLINES

PROSPECTS

Ageing population leads to volume growth and price increase
Liquid-free is a win-win for brands and consumers
Rising popularity of dry shampoos

COMPETITIVE LANDSCAPE

Henkel and L'Oréal continue to lead
Exclusivity: the new growth driver in hair care
Disruptive small players offer uniqueness

CATEGORY DATA

Table 1 Sales of Hair Care by Category: Value 2013-2018
Table 2 Sales of Hair Care by Category: % Value Growth 2013-2018
Table 3 Sales of Hair Care by Premium vs Mass: % Value 2013-2018
Table 4 NBO Company Shares of Hair Care: % Value 2014-2018
Table 5 NBO Company Shares of Salon Professional Hair Care: % Value 2014-2018
Table 6 LBN Brand Shares of Hair Care: % Value 2015-2018
Table 7 LBN Brand Shares of Colourants: % Value 2015-2018
Table 8 LBN Brand Shares of Salon Professional Hair Care: % Value 2015-2018
Table 9 LBN Brand Shares of Styling Agents: % Value 2015-2018
Table 10 LBN Brand Shares of Premium Hair Care: % Value 2015-2018
Table 11 Forecast Sales of Hair Care by Category: Value 2018-2023
Table 12 Forecast Sales of Hair Care by Category: % Value Growth 2018-2023
Table 13 Forecast Sales of Hair Care by Premium vs Mass: % Value 2018-2023

Beauty and Personal Care in Germany - Industry Overview

EXECUTIVE SUMMARY

Positive performance for beauty and personal care
Skin care remains most lucrative
L’Oréal continues to lead despite high fragmentation
Natural remains a key theme, with vegan and clean ingredients
Sustainability and natural are engines for growth in the forecast period

MARKET DATA

Table 14 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 15 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 16 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 17 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 18 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 19 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 20 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 21 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 22 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 23 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources