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Conditioners - Europe - September 2010

While shampoos enjoy near complete penetration in the ‘Big 5’ countries and much of Europe, conditioners are still fighting for their place in the bathroom. Conditioner penetration varies from a high of 73% in the UK to just 40% in France.

Manufacturers have tried to stimulate greater take-up with a raft of new launches, but while these have held sales steady, they haven’t managed to make much of an impact on sales. The problem is that conditioner sales are heavily dependent on discounting and multi offers, and the products last much longer than shampoos even though they are not priced significantly higher.

As a result, sales have remained stable, or fallen slightly. The hope is that renewed emphasis on natural formulations and additional benefits might help to shake the conditioner category up in the coming year.

European FMCG reports - now new and improved!

In response to increased demand and client feedback, Mintel European FMCG reports now cover more market sectors on a Pan-European scale and are enhanced with even more consumer and market analysis. In 2010, we will publish more than 60 reports across five key FMCG categories, providing insight into the major European markets including the UK, Germany, France, Italy and Spain.

All you need to know about your market

Each title explores a specific sector on a Pan-European scale and helps you stay on top of market sizes, shares and forecasts, consumer trends, brand news and product innovation.

How we do it

Using Mintel’s Global New Products Database (GNPD), the reports look at new product development trends and launches in Europe including country, product and claim comparison. In addition, the new reports provide market size and share information,allowing cross-market analysis and forecasts. Consumer research has been enhanced with TGI Europe and Toluna data.

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Table of contents

  1. Issues in the Market

      • Definition
        • Key points
          • Consumer research
            • Abbreviations
            • Market in Brief

              • Intense NPD does not drive sales
                • Classic formulations are still the leading segment
                  • Europe leads the way
                    • Highly concentrated markets
                      • Room for growth
                      • European Market Size and Forecast

                        • Key points
                          • Little impact from recession
                            • Figure 1: Retail value sales of conditioners, by country, 2004-13
                            • Figure 2: Retail value sales of conditioners, by country, 2004-13
                            • Figure 3: % growth in retail value sales of conditioners, by country, 2005-13
                        • Market Segmentation

                          • Key points
                            • France: Natural and organic drive sales
                              • Figure 4: Market segmentation, by value, France, 2009
                            • Germany: Conditioners hold their form
                              • Figure 5: Market segmentation, by value, germany, 2009
                              • Figure 6: Market segmentation, by value, germany, 2009
                            • Italy: C&T markets weathered recession pretty well
                              • Figure 7: Market segmentation, by value, Italy, 2009
                            • Spain: Weathering the storm
                              • Figure 8: Market segmentation, by value, Spain, 2009
                              • Figure 9: Market segmentation, by volume, Spain, 2009
                            • UK: High penetration but sales suffered
                              • Figure 10: Market segmentation, by value, UK, 2009
                            • Poland: NPD supports growth
                              • Figure 11: Market segmentation, by volume, Poland, 2009
                            • Russia: In need of convincing
                              • Figure 12: Market segmentation, by volume, Russia, 2009
                          • Companies and Product Innovation

                            • Key points
                              • Regional analysis – Over one-third of NPD was in Europe
                                • Figure 13: % of new product launches, by region, 2009
                              • European analysis – UK leads NPD
                                • Figure 14: % of new product launches, by top ten European countries, 2009
                              • Latest NPD trends
                                • Figure 15: % of new product launches by top five claims, by the ‘Big 5’ European countries 2009
                              • Demand for natural products drives NPD
                                • From skincare to hair care
                                  • Protecting against elements
                                    • Ethical ranges on the rise
                                      • Multiethnic ranges on the move
                                        • Future formulations?
                                          • Fragrances play secondary role
                                            • Figure 16: % of new product launches by top five fragrance component groups, by the ‘Big 5’ European countries 2009
                                          • France – NPD is highly sophisticated
                                            • Figure 17: Top five claims on new product development, France, 2006-09
                                          • Most innovative products in France
                                            • Germany – Low NPD
                                              • Figure 18: Top five claims on new product development, Germany, 2006-09
                                            • Most innovative products in Germany
                                              • Italy – NPD activity remained below average
                                                • Figure 19: Top five claims on new product development, Italy, 2006-09
                                              • Most innovative products in Italy
                                                • Spain – Number of claims on the rise
                                                  • Figure 20: Top five claims on new product development, Spain, 2006-09
                                                • Most innovative products in Spain
                                                  • UK – Intense NPD supported sales
                                                    • Figure 21: Top five claims on new product development, UK, 2006-09
                                                  • Most innovative products
                                                  • The Consumer

                                                    • Key points
                                                      • Hair type and condition impact on demand
                                                          • Figure 22: Condition of hair, by country, 2009
                                                          • Figure 23: Statements on hair style, by country, March 2010
                                                          • Figure 24: Trends in use of conditioners, by women, by country, 2005-09
                                                        • Conditioners for men still a long way to go
                                                          • Figure 25: Trends in use of conditioners, by men, France, 2005-09
                                                          • Figure 26: Condition of hair, by country, 2009
                                                        • Keen on personal appearance
                                                          • Figure 27: Attitudinal statements towards personal appearance, women, 2009
                                                          • Figure 28: Attitudinal statements towards personal appearance, men, 2009
                                                      • Appendix – Demographics

                                                          • Figure 29: Frequency of use of conditioners, by women, by demographics, France, 2009
                                                          • Figure 30: Frequency of use of conditioners, by women, by demographics, Germany, 2009
                                                          • Figure 31: Frequency of use of conditioners, by women, by demographics, Spain, 2009
                                                          • Figure 32: Frequency of use of conditioners, by women, by demographics, GB, 2009
                                                          • Figure 33: Frequency of use of conditioners, by men, by demographics, France, 2009
                                                          • Figure 34: Frequency of use of conditioners, by men, by demographics, Germany, 2009
                                                          • Figure 35: Frequency of use of conditioners, by men, by demographics, Spain, 2009
                                                          • Figure 36: Frequency of use of conditioners, by men, by demographics, GB, 2009
                                                      • Appendix – Market Size and Forecast Data

                                                          • Figure 37: Retail value sales of conditioners, by country, 2004-13
                                                          • Figure 38: Retail value sales of conditioners, by country, 2004-13
                                                          • Figure 39: % growth in retail value sales of conditioners, by country, 2005-13

                                                      Companies Covered

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

                                                      Conditioners - Europe - September 2010

                                                      £1,877.00 (Excl.Tax)