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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