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Conditioners and Treatments - Europe - July 2011

  • The key European conditioners markets remained lacklustre in 2010, but with signs of improving demand.
  • Thanks to a general eco beauty trend witnessed across C&T markets, conditioners formulated using botanical and herbal components take centre stage in new product development.
  • Women are increasingly aware of their individual hair condition, problems and haircare needs, which has created more demand for ever more specifically tailored products, with a focus on repairing and moisturising properties.
  • Conditioner use is geared towards women aged under-25, higher earners, the working population and larger households with children.
  • There remain important opportunities in expanding the current consumer base amongst men, who post a significantly lower product penetration level in comparison to women, and baby boomers who could be better targeted with anti-ageing conditioners.
  • The majority of women spend up to €/£4.99 on a single conditioner purchase.

The products covered in this report include conditioners and treatments for the hair, for both men and women. Conditioners may be wash-out or leave-in formulations, while treatments are serums, creams, lotions, sprays and masks are more intensive products that are generally left on the hair for times ranging from three minutes to overnight.

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Table of contents

  1. Introduction

      • Key points
        • Definition
        • Executive Summary

            • The Market
              • Figure 1: Retail value sales of hair conditioners and treatments, European Big 5, 2005-15
            • A varied performance, but still lacklustre overall
              • Strengths and Weaknesses in Brief
                • Companies, brands and innovation
                  • Figure 2: Share of new conditioner and treatment launches with botanical, organic or paraben-free positioning, 2010
                • The consumer
                  • Figure 3: Use of conditioners and treatments, by men and women, by country, 2010
                • A youthful core consumer base
                  • British women most committed conditioners users
                    • Figure 4: Women who use conditioner every time they wash their hair, by age and country, March 2011
                  • Treatments are perceived as time consuming
                    • Figure 5: Women who find hair treatments too time consuming or inconvenient, by age and country, March 2011
                • European Market Size and Forecast

                  • Key points
                    • Conditioners and treatments
                      • Figure 6: Retail value sales of conditioners and treatments, Big 5 by country, €m/£m, 2005-15
                    • Per capita spend
                      • Figure 7: Spend per capita on conditioners and treatments, Big 5 by country, €/£ 2005-15
                  • Market Segmentation

                    • Key points
                      • France
                        • Figure 8: Retail value sales of conditioners and treatments, by sector, France, 2010
                      • Germany
                        • Figure 9: Retail value sales of conditioners and treatments, by sector, Germany, 2010
                      • Italy
                        • Figure 10: Retail value sales of conditioners and treatments, by sector, Italy, 2010
                      • Spain
                        • Figure 11: Retail value sales of conditioners and treatments, by sector, Spain, 2010
                      • UK
                        • Figure 12: Retail value sales of conditioners and treatments, by sector, UK, 2010
                    • Companies, Brands and Innovation

                      • Key points
                        • Global region
                          • Figure 13: New product activity in conditioners and treatments, % share by region, 2010
                        • European region
                          • Figure 14: New product activity in conditioners and treatments, % share by top ten European countries, 2008-10
                          • Figure 15: New product activity in conditioners and treatments, % share by sector, 2010
                        • France
                          • Competitive landscape
                            • Figure 16: Manufacturers’ shares in value sales of conditioners and treatments, France, 2010
                            • Figure 17: New product activity in conditioners and treatments, % share by claim, France, 2008-10
                            • Figure 18: New product activity in conditioners and treatments, % share by positioning, France, 2010
                          • Focus on mass and masstige
                            • Natural ingredients
                              • Nourished hair
                                • Germany
                                  • Competitive landscape
                                    • Figure 19: Manufacturers’ shares in value sales of conditioners and treatments, Germany, 2010
                                    • Figure 20: New product activity in conditioners and treatments, % share by claim, Germany, 2008-10
                                  • Botanical and herbal formulations
                                    • Hair nourishment
                                      • Care for damaged hair
                                        • Italy
                                          • Competitive landscape
                                            • Figure 21: Manufacturers’ shares in value sales of conditioners and treatments, Italy, 2010
                                            • Figure 22: New product activity in conditioners and treatments, % share by claim, Italy, 2008-10
                                          • Stronger hair
                                            • Splitting hairs
                                              • Fighting hair loss
                                                • Spain
                                                  • Competitive landscape
                                                    • Figure 23: New product activity in conditioners and treatments, % share by claim, Spain, 2008-10
                                                  • Green beauty
                                                    • UV protection
                                                      • Own-label offering
                                                        • Vital vitamins
                                                          • UK
                                                            • Competitive landscape
                                                              • Figure 24: Manufacturers’ shares in value sales of conditioners and treatments, UK, 2010
                                                              • Figure 25: New product activity in conditioners and treatments, % share by claim, UK, 2008-10
                                                            • A fusion of nature and science
                                                              • Hair repair
                                                                • No more bad hair days
                                                                  • Frizz be gone
                                                                  • The Consumer – Usage of Conditioner

                                                                    • Key points
                                                                      • Women
                                                                        • France
                                                                          • Figure 26: Trends in usage of hair conditioners (excluding treatments and masques), France, 2006-10
                                                                          • Figure 27: Trends in usage of hair conditioning treatments and masks, France, 2008-10
                                                                          • Figure 28: Type of hair conditioning treatments and masks (excluding styling products) used most often, France, 2010
                                                                        • Germany
                                                                          • Figure 29: Trends in usage of hair conditioners (excluding treatments and masques), Germany, 2006-10
                                                                          • Figure 30: Trends in usage of hair conditioning treatments and masks (excluding styling products), Germany, 2008-10
                                                                          • Figure 31: Trends in types of hair conditioners (excluding treatments and masques) used most often, Germany, 2007-10
                                                                          • Figure 32: Trends in types of hair conditioning treatments and masks used most often, Germany, 2007-10
                                                                        • Spain
                                                                          • Figure 33: Trends in usage of hair conditioners (excluding treatments and masques), Spain, 2006-10
                                                                          • Figure 34: Trends in usage of hair conditioning treatments and masks, Spain, 200810
                                                                          • Figure 35: Trends in types of hair conditioning treatments and masks used most often, Spain, 2008-10
                                                                        • GB
                                                                          • Figure 36: Trends in usage of hair conditioners (excluding treatments and masques), GB, 2006-10
                                                                          • Figure 37: Trends in usage of hair conditioning treatments and masks, GB, 200810
                                                                          • Figure 38: Trends in types of hair conditioning treatments and masks used most often, GB, 2007-10
                                                                        • Men
                                                                          • Figure 39: Usage of conditioners, France, Germany, GB and Spain, 2010
                                                                        • France
                                                                          • Germany
                                                                            • GB
                                                                              • Spain
                                                                              • The Consumer – Price Paid for Conditioner

                                                                                • Key points
                                                                                  • High spenders
                                                                                    • Figure 40: High spenders on conditioners (usually spending €/£10 or more), by age and country, March 2011
                                                                                    • Figure 41: Purchase of hair treatments in last 12 months, by country, March 2011
                                                                                  • France
                                                                                    • Figure 42: Conditioners bought in the last 12 months, by price band, France, March 2011
                                                                                    • Figure 43: Conditioner bought in the last 12 months, by price band, Germany, March 2011
                                                                                    • Figure 44: Conditioners bought in the last 12 months, by price band, Italy, March 2011
                                                                                    • Figure 45: Conditioners bought in the last 12 months, by price band, Spain, March 2011
                                                                                    • Figure 46: Conditioners bought in the last 12 months, by price band, UK, March 2011
                                                                                • The Consumer – Attitudes Towards Conditioners

                                                                                  • Key points
                                                                                      • Figure 47: Attitudes towards hair and haircare products, March 2011
                                                                                      • Figure 48: Women who find hair treatments too time consuming or inconvenient, by age and country, March 2011
                                                                                    • High spenders – UK
                                                                                      • Figure 49: Attitudes towards hair and haircare products, by high spenders on haircare, UK, March 2011
                                                                                    • High spenders – France
                                                                                      • Figure 50: Attitudes towards hair and haircare products, by high spenders on haircare, France, March 2011
                                                                                    • High spenders - Germany
                                                                                      • Figure 51: Attitudes towards hair and haircare products, by high spenders on haircare, Germany, March 2011
                                                                                    • High spenders - Spain
                                                                                      • Figure 52: Attitudes towards hair and haircare products, by high spenders on haircare, Spain, March 2011
                                                                                    • High spenders - Italy
                                                                                      • Figure 53: Attitudes towards hair and haircare products, by most popular high spenders, Italy, March 2011
                                                                                  • The Consumer – Further Attitudes Towards Haircare

                                                                                    • Key points
                                                                                        • Figure 54: Statements on hair and haircare products, March 2011
                                                                                        • Figure 55: Use of own-label haircare, by country, March 2011
                                                                                        • Figure 56: Women whose hair needs extra care because of heated appliances, by age and country, March 2011
                                                                                      • High spenders - UK
                                                                                        • Figure 57: Statements on hair and haircare products, by high spenders on haircare, UK, March 2011
                                                                                      • High spenders - France
                                                                                        • Figure 58: Statements on hair and haircare products, by most popular high spenders, France, March 2011
                                                                                      • High spenders - Germany
                                                                                        • Figure 59: Statements on hair and haircare products, by high spenders on haircare, Germany, March 2011
                                                                                      • High spenders - Spain
                                                                                        • Figure 60: Statements on hair and haircare products, by high spenders on haircare, Spain, March 2011
                                                                                      • High spenders - Italy
                                                                                        • Figure 61: Statements on hair and haircare products, by most popular high spenders, Italy, March 2011
                                                                                    • Appendix – Usage of Haircare Products

                                                                                        • Figure 62: Frequency of use of hair conditioners (excluding treatments and masques), by demographics, France, 2010
                                                                                        • Figure 63: Frequency of use of hair conditioners (excluding treatments and masques), by demographics, Germany, 2010
                                                                                        • Figure 64: Frequency of use of hair conditioners (excluding treatments and masques), by demographics, Spain, 2010
                                                                                        • Figure 65: Frequency of use of hair conditioners (excluding treatments and masques), by demographics, GB, 2010
                                                                                        • Figure 66: Frequency of use of conditioners, by demographics, France, 2009
                                                                                        • Figure 67: Frequency of use of conditioners, by demographics, Germany, 2010
                                                                                        • Figure 68: Frequency of use of conditioners, by demographics, Spain, 2010
                                                                                        • Figure 69: Frequency of use of conditioners, by demographics, GB, 2010
                                                                                        • Figure 70: Frequency of use of hair conditioning treatments and masks (excluding styling products), by demographics, France, 2010
                                                                                        • Figure 71: Frequency of use of hair conditioning treatments and masks (excluding styling products), by demographics, Germany, 2010
                                                                                        • Figure 72: Frequency of use of hair conditioning treatments and masks (excluding styling products), by demographics, Spain, 2010
                                                                                        • Figure 73: Frequency of use of hair conditioning treatments and masks (excluding styling products), by demographics, GB, 2010
                                                                                    • Appendix – Price Paid for Conditioners

                                                                                        • Figure 74: Conditioner products bought in the last 12 months, by demographics, UK, March 2011
                                                                                        • Figure 75: 2-in-1 shampoo and conditioner products bought in the last 12 months, by demographics, UK, March 2011
                                                                                        • Figure 76: Hair treatment products bought in the last 12 months, by demographics, UK, March 2011
                                                                                        • Figure 77: Conditioner products bought in the last 12 months, by demographics, France, March 2011
                                                                                        • Figure 78: 2-in-1 shampoo and conditioner products bought in the last 12 months, by demographics, France, March 2011
                                                                                        • Figure 79: Hair treatment products bought in the last 12 months, by demographics, France, March 2011
                                                                                        • Figure 80: Conditioner products bought in the last 12 months, by demographics, Germany, March 2011
                                                                                        • Figure 81: 2-in-1 shampoo and conditioner products bought in the last 12 months, by demographics, Germany, March 2011
                                                                                        • Figure 82: Hair treatment products bought in the last 12 months, by demographics, Germany, March 2011
                                                                                        • Figure 83: Conditioner products bought in the last 12 months, by demographics, Spain, March 2011
                                                                                        • Figure 84: 2-in-1 shampoo and conditioner products bought in the last 12 months, by demographics, Spain, March 2011
                                                                                        • Figure 85: Hair treatment products bought in the last 12 months, by demographics, Spain, March 2011
                                                                                        • Figure 86: Conditioner products bought in the last 12 months, by demographics, Italy, March 2011
                                                                                        • Figure 87: 2-in-1 shampoo and conditioner products bought in the last 12 months, by demographics, Italy, March 2011
                                                                                        • Figure 88: Hair treatment products bought in the last 12 months, by demographics, Italy, March 2011
                                                                                        • Figure 89: Agreement with selected lifestyle statements, by demographics, France, 2010
                                                                                        • Figure 90: Agreement with selected lifestyle statements, by demographics, France, 2010
                                                                                        • Figure 91: Agreement with selected lifestyle statements, by demographics, France, 2010
                                                                                        • Figure 92: Agreement with selected lifestyle statements, by demographics, France, 2010
                                                                                        • Figure 93: Agreement with selected lifestyle statements, by demographics, France, 2010
                                                                                        • Figure 94: Agreement with selected lifestyle statements, by demographics, Germany, 2010
                                                                                        • Figure 95: Agreement with selected lifestyle statements, by demographics, Germany, 2010
                                                                                        • Figure 96: Agreement with selected lifestyle statements, by demographics, Germany, 2010
                                                                                        • Figure 97: Agreement with selected lifestyle statements, by demographics, Germany, 2010
                                                                                        • Figure 98: Agreement with selected lifestyle statements, by demographics, Germany, 2010
                                                                                        • Figure 99: Agreement with selected lifestyle statements, by demographics, Spain, 2010
                                                                                        • Figure 100: Agreement with selected lifestyle statements, by demographics, Spain, 2010
                                                                                        • Figure 101: Agreement with selected lifestyle statements, by demographics, Spain, 2010
                                                                                        • Figure 102: Agreement with selected lifestyle statements, by demographics, Spain, 2010
                                                                                        • Figure 103: Agreement with selected lifestyle statements, by demographics, GB, 2010
                                                                                        • Figure 104: Agreement with selected lifestyle statements, by demographics, GB, 2010
                                                                                        • Figure 105: Agreement with selected lifestyle statements, by demographics, GB, 2010
                                                                                        • Figure 106: Agreement with selected lifestyle statements, by demographics, GB, 2010
                                                                                        • Figure 107: Agreement with selected lifestyle statements, by demographics, GB, 2010
                                                                                    • Appendix – Attitudes towards Haircare

                                                                                        • Figure 108: Most popular attitudes towards hair and haircare products, by demographics, UK, March 2011
                                                                                        • Figure 109: Next most popular attitudes towards hair and haircare products, by demographics, UK, March 2011
                                                                                        • Figure 110: Most popular attitudes towards hair and haircare products, by demographics, France, March 2011
                                                                                        • Figure 111: Next most popular attitudes towards hair and haircare products, by demographics, France, March 2011
                                                                                        • Figure 112: Most popular attitudes towards hair and haircare products, by demographics, Germany, March 2011
                                                                                        • Figure 113: Next most popular attitudes towards hair and haircare products, by demographics, Germany, March 2011
                                                                                        • Figure 114: Most popular attitudes towards hair and haircare products, by demographics, Spain, March 2011
                                                                                        • Figure 115: Next most popular attitudes towards hair and haircare products, by demographics, Spain, March 2011
                                                                                        • Figure 116: Most popular attitudes towards hair and haircare products, by demographics, Italy, March 2011
                                                                                        • Figure 117: Next most popular attitudes towards hair and haircare products, by demographics, Italy, March 2011
                                                                                        • Figure 118: Most popular statements on hair and haircare products, by demographics, UK, March 2011
                                                                                        • Figure 119: Next most popular statements on hair and haircare products, by demographics, UK, March 2011
                                                                                        • Figure 120: Most popular statements on hair and haircare products, by demographics, France, March 2011
                                                                                        • Figure 121: Next most popular statements on hair and haircare products, by demographics, France, March 2011
                                                                                        • Figure 122: Most popular statements on hair and haircare products, by demographics, Germany, March 2011
                                                                                        • Figure 123: Next most popular statements on hair and haircare products, by demographics, Germany, March 2011
                                                                                        • Figure 124: Most popular statements on hair and haircare products, by demographics, Spain, March 2011
                                                                                        • Figure 125: Next most popular statements on hair and haircare products, by demographics, Spain, March 2011
                                                                                        • Figure 126: Most popular statements on hair and haircare products, by demographics, Italy, March 2011
                                                                                        • Figure 127: Next most popular statements on hair and haircare products, by demographics, Italy, March 2011

                                                                                    Companies Covered

                                                                                    To learn more about the companies covered in this report please contact us.

                                                                                    Conditioners and Treatments - Europe - July 2011

                                                                                    £1,877.00 (Excl.Tax)