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Shampoos and Conditioners - France - June 2009

The French haircare market has been in volume and value decline for the past five years. The underlying causes include relatively low usage frequency in comparison with Germany, Spain and GB, and more recently the decline in consumer purchasing power brought on by the worsening economic situation.

The market is increasingly driven by price promotion which is reducing value growth and undercutting manufacturer’s margins. While the penetration of shampoo is universal, that of conditioners is fairly low, especially among men. However, consumer interest in specialised hair treatments is growing, making this the only dynamic segment in the whole market.

The issue for manufacturers is how to boost usage frequency and encourage more regime use of haircare products, in particular among women. Recent attempts by manufacturers to tackle these problems have included a stream of new product launches with offers of special care for coloured and damaged hair, organic haircare and anti-hair loss treatments.

The countries examined within the Consumer Goods Intelligence series of reports are France, Germany, Italy, Spain and the UK.

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Table of contents

  1. Issues in the Market

      • Definition
        • Consumer research
          • Abbreviations
          • Market in Brief

            • Long-term decline
              • Low penetration rates hinder growth
                • Accent on coloured hair and natural ingredients
                  • Nivea enters French haircare market
                    • The market will remain difficult but not without opportunity
                    • Internal Market Environment

                      • Key points
                        • More men and women have fine hair
                          • Figure 1: Trends in hair type, by women, 2004-08
                          • Figure 2: Trends in hair type, by men, 2004-08
                        • Good prospects for colour boosters and treatment products
                          • Figure 3: Hair colour, by women, 2008
                          • Figure 4: Permed or coloured hair, by women, by age, 2008
                        • Target areas
                          • Figure 5: Scalp conditions prone to, %, by gender, 2008
                        • Women still do the shopping
                          • Physical activity has little impact on haircare sales
                            • Figure 6: Attitudes to sport and exercise, by gender, 2008
                            • Figure 7: In the last month have you done any of the following and if so how often, by women, 2008
                            • Figure 8: In the last month have you done any of the following and if so how often, by men, 2004-08
                        • Broader Market Environment

                          • Key points
                            • Ageing population
                              • Figure 9: French population by age group, 2003-13
                              • Figure 10: French adult female population, by age group, 2003-13
                            • Recession affects consumer spending and purchasing behaviour
                              • Figure 11: Key economic growth indicators, France, 2007-08
                            • Restricted spending to continue in 2009
                              • Figure 12: Consumer spending intentions, France, 2009
                            • Uncertain employment prospects impact on consumer confidence
                              • Figure 13: Trends in French employment, 2002-06
                            • Couples and single people will dominate French household scene
                              • Figure 14: Projected population and households, France, 1990-2030
                            • French adolescents have considerable purchasing power
                              • REACH increases costs for manufacturers
                              • Who’s Innovating?

                                • Key points
                                  • French NPD drops off
                                    • Figure 15: Percentage of new product launches in haircare, by country, 2006-08
                                    • Figure 16: Percentage of new product launches in haircare, by category, 2006-08
                                    • Figure 17: Percentage of new product launches in haircare, by company, 2006-08
                                    • Figure 18: Number of new product launches in haircare, by positioning, 2006-08
                                  • Instant radiance and perfect colour
                                    • Repair and tame
                                      • Help is at hand
                                      • Market Size and Forecast

                                        • Key points
                                          • Continued decline in French haircare market
                                            • Figure 19: French retail value sales of shampoos and conditioners, at current and constant prices, 2004-14
                                          • Price promotions reduce value growth
                                            • Growing demand for specialised hair treatments
                                              • Prospects
                                                • Recession likely to limit growth and strengthen lower usage frequency
                                                  • The need to increase penetration among men
                                                    • Holistic approach to haircare
                                                      • Numerous avenues for NPD to explore
                                                        • Factors used in the forecast
                                                        • Segment Performance

                                                          • Key points
                                                            • Hair treatments the most promising segment
                                                              • Figure 20: French retail value sales of shampoos & conditioners, by type, 2007-09
                                                            • The shampoo sector is mature
                                                              • Figure 21: French retail value sales of shampoos, at current and constant prices, 2004-14
                                                              • Figure 22: French retail value sales of shampoos, by type, 2007-09
                                                            • Conditioners
                                                              • Figure 23: French retail value sales of conditioners, at current and constant prices, 2004-14
                                                            • Promising prospects among older men and women
                                                              • Positive socio-demographic factors
                                                                • Figure 24: French retail value sales of conditioners, by type, 2007-09
                                                              • Intensive treatments spearhead growth
                                                              • Market Share

                                                                • Key points
                                                                  • Figure 25: Manufacturers’/brand shares in sales of shampoos and conditioners, 2007-09
                                                                  • Figure 26: Brand’s shares in sales of shampoos, 2007-09
                                                                  • Figure 27: Brand’s shares in sales of conditioners, 2007-09
                                                              • Companies and Products

                                                                • L’Oréal
                                                                  • Procter & Gamble
                                                                    • Unilever
                                                                      • Henkel
                                                                        • Eugène Perma
                                                                          • Johnson & Johnson
                                                                            • Nivea
                                                                            • Channels to Market

                                                                              • Key points
                                                                                • Figure 28: French retail value sales of shampoos & conditioners, by outlet type, 2007-09
                                                                                • Figure 29: French retail value sales of shampoos, by outlet type, 2007-09
                                                                                • Figure 30: French retail value sales of conditioners, by outlet type, 2007-09
                                                                            • The Consumer – Pan-European Overview

                                                                              • Key points
                                                                                • France lags in terms of usage frequency
                                                                                  • Figure 31: Penetration and frequency of using shampoos and conditioner, by women, by country, 2008
                                                                                  • Figure 32: Penetration and frequency of using shampoos and conditioner, by men, by country, 2008
                                                                              • The Consumer – Trends in France

                                                                                • Key points
                                                                                    • Figure 33: Trends in penetration of shampoo and conditioner, by women, by type, 2004-08
                                                                                  • French men use conditioners less often
                                                                                    • Figure 34: Trends in penetration of shampoo and conditioner, by men, by type, 2004-08
                                                                                • The Consumer – Usage

                                                                                  • Key points
                                                                                    • Low penetration of female conditioners
                                                                                      • Older women – a promising target for anti-ageing haircare
                                                                                        • Detailed demographics
                                                                                          • Figure 35: Penetration and frequency of using shampoo, by women, 2008
                                                                                          • Figure 36: Penetration and frequency of using conditioner, by women, 2008
                                                                                          • Figure 37: Penetration and frequency of using shampoo, by men, 2008
                                                                                          • Figure 38: Penetration and frequency of using conditioner, by men, 2008
                                                                                      • The Consumer – Attitudes

                                                                                        • Key points
                                                                                          • Appearance important for the French
                                                                                            • Figure 39: Trends in attitudes towards personal appearance, by women, 2004-08
                                                                                            • Figure 40: Attitudes towards personal appearance, by haircare users, 2008
                                                                                            • Figure 41: Trends in attitudes towards personal appearance, by men, 2004-08
                                                                                            • Figure 42: Attitudes towards personal appearance, by haircare users, 2008

                                                                                        Companies Covered

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

                                                                                        Shampoos and Conditioners - France - June 2009

                                                                                        £495.00 (Excl.Tax)