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Shampoos - Europe - June 2011

  • Shampoo is a toiletry essential with near universal penetration regardless of demographic nominators. Frequency of use does, however, vary by consumer group and is highest amongst under-35s, full-time workers, higher earners and larger households with children.
  • Shampoo for normal hair is the most popular product type, with anti-dandruff varieties also commonly used by men and shampoos for coloured hair by women.
  • Due to shampoo’s inherent commodity nature, price promotions play an important role behind consumers’ purchasing decisions.
  • Thanks to consumer concerns about the use of synthetic chemicals in beauty products, plant-based products are increasingly popular and botanical/herbal formulation is the most commonly used claim in new launches.
  • Products with moisturisation claims and repairing properties are also of growing importance, with increased focus on preventing and treating hair damage.

The products covered in this report include shampoos for the hair, for both men and women. Shampoos may be standard, 2-in-1 or dry formulations, and also include products intended for babies and children as well as adults.

The report excludes multifunctional body and hair washes.

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Table of contents

  1. Introduction

      • Key points
        • Definition
        • Executive Summary

            • The market
              • Figure 1: Value sales of shampoo, Big 5 by country, €m, £m, 2005-15
            • Economic recession has an adverse effect
              • Strengths and Weaknesses in Brief
                • Companies, brands and innovation
                  • Figure 2: New product launches in shampoo, % by top 10 European countries, 2010
                • Natural beauty trend remains strong
                  • The consumer
                    • A toiletry essential…
                      • Figure 3: Women usually buying shampoo in the up to €2.99/£2.99 price bracket, March 2011
                    • …that does wonders for self-image
                      • Figure 4: Effect of hair on women’s self-image, by country, March 2011
                    • Advertising fails to convince
                      • Figure 5: Advertising of haircare, attitudes by country, March 2011
                    • Salon brands have most appeal in Italy
                      • Figure 6: Performance of salon brands and own-label vs. regular brands, March 2011
                  • European Market Size and Forecast

                    • Key points
                      • Shampoo
                        • Figure 7: Retail value sales of shampoo, by country, big 5, €m, £m, 2005-15
                        • Figure 8: Retail value sales of shampoo, by country, other Europe, in national currency, 2005-15
                        • Figure 9: Shampoo spend per capita, by country, big 5, €/ £, 2005-15
                    • Market Segmentation

                      • Key points
                        • France
                          • Figure 10: Retail value sales of shampoo, by type, France, 2010
                        • Germany
                          • Figure 11: Retail value sales of shampoo, by type, Germany, 2010
                        • Italy
                          • Figure 12: Retail value sales of shampoo by type, Italy, 2010
                        • Spain
                          • Figure 13: Retail value sales of shampoo by type, Spain, 2010
                        • UK
                          • Figure 14: Retail value sales of shampoo, by type, UK, 2010
                        • Other Europe
                          • Figure 15: Retail value sales of shampoo, by type, Poland, 2010
                          • Figure 16: Retail value sales of shampoo, by type, Russia, 2010
                      • Companies, Brands and Innovation

                        • Key points
                          • Figure 17: New product launches in shampoo, % share by global region, 2010
                          • Figure 18: New product launches in shampoo, % share by top ten European countries, 2008-10
                          • Figure 19: New product launches in shampoo, % share by claim, big 5 European countries, 2008-10
                        • France
                          • Competitive landscape
                            • Figure 20: Manufacturers shares in value sales of shampoo, France, 2010
                            • Figure 21: New product development in shampoo, % share by claims, France, 2008-10
                            • Figure 22: % of shampoo launches, by price positioning, France 2010
                          • Natural ingredients
                            • Expanding organic offer
                              • Cleanse & moisturise
                                • Germany
                                  • Competitive landscape
                                    • Figure 23: Manufacturers shares in value sales of shampoo, Germany, 2010
                                    • Figure 24: New product launches in shampoo, % share by claim, Germany, 2008-10
                                  • Caring for damaged hair
                                    • Luminous locks
                                      • Sustainable products
                                        • Italy
                                          • Competitive landscape
                                            • Figure 25: Manufacturers shares in value sales of shampoo, Italy, 2010
                                            • Figure 26: New product launches in shampoo, % share by claim, Italy, 2008-10
                                          • Botanical and herbal components
                                            • For men only
                                              • Tackling thinning hair
                                                • Spain
                                                  • Competitive landscape
                                                    • Figure 27: Manufacturers shares in value sales of shampoo, Spain, 2010
                                                    • Figure 28: New product launches in shampoo, % share by claim, Spain, 2008-10
                                                  • Eco-friendly packaging
                                                    • Family shampoo
                                                      • Care for coloured hair
                                                        • UK
                                                          • Competitive landscape
                                                            • Figure 29: Manufacturers shares in value sales of shampoo*, UK, 2010
                                                            • Figure 30: New product development in shampoo, % share by claim, UK, 2008-10
                                                            • Figure 31: New product launches in shampoo, % share by price positioning, UK, 2008-10
                                                          • Non-artificial alternatives
                                                            • Anti-ageing properties
                                                              • Clean without water
                                                              • The Consumer – Usage of Shampoo

                                                                • Key points
                                                                  • Women
                                                                    • France
                                                                      • Figure 32: Trends in female frequency of using shampoo, France, 2006-10
                                                                      • Figure 33: Types of shampoo used, France, 2010
                                                                    • Germany
                                                                      • Figure 34: Trends in female frequency of using shampoo, Germany, 2006-10
                                                                      • Figure 35: Types of shampoo used, Germany, 2006-10
                                                                    • Spain
                                                                      • Figure 36: Trends in female frequency of using shampoo, Spain, 2006-10
                                                                      • Figure 37: Types of shampoo used, Spain, 2006-10
                                                                    • GB
                                                                      • Figure 38: Trends in female frequency of using shampoo, GB, 2006-10
                                                                      • Figure 39: Trends in types of shampoo used, GB, 2008-10
                                                                    • Two-in-ones
                                                                      • Figure 40: Type of shampoo used, France, Germany, GB and Spain, 2010
                                                                    • Men
                                                                      • France
                                                                        • Figure 41: Trends in male frequency of using shampoo, France, 2006-10
                                                                        • Figure 42: Types of shampoo used, France, 2010
                                                                      • Germany
                                                                        • Figure 43: Trends in male frequency of using shampoo, Germany, 2006-10
                                                                        • Figure 44: Types of shampoo used, Germany, 2010
                                                                      • Spain
                                                                        • Figure 45: Trends in male frequency of using shampoo, Spain, 2006-10
                                                                        • Figure 46: Types of shampoo used, Spain, 2010
                                                                        • Figure 47: Use of 2-in-1s, men, Spain, 2010
                                                                      • GB
                                                                        • Figure 48: Trends in male frequency of using shampoo, GB, 2006-10
                                                                        • Figure 49: Trends in types of shampoo used, GB, 2008-10
                                                                      • Consumer attitudes
                                                                        • Figure 50: Trends in agreement with selected lifestyle statements, France, Germany, GB and Spain, 2010
                                                                      • France
                                                                        • Germany
                                                                          • Spain
                                                                            • GB
                                                                            • The Consumer – Price Paid for Shampoo

                                                                              • Key points
                                                                                  • Figure 51: High spenders on shampoo (usually spending €/£10 or more), by age and country, March 2011
                                                                                • Dry shampoo is a growing sector and is most popular in the UK.
                                                                                  • Figure 52: Purchase of dry shampoo in last 12 months, by country, March 2011
                                                                                • France
                                                                                  • Figure 53: Shampoo products bought in the last 12 months, by price band, France, March 2011
                                                                                • Germany
                                                                                  • Figure 54: Shampoo products bought in the last 12 months, by price band, Germany, March 2011
                                                                                • Spain
                                                                                  • Figure 55: Shampoo products bought in the last 12 months, Spain, by price band, March 2011
                                                                                • Italy
                                                                                  • Figure 56: Shampoo products bought in the last 12 months, by price band, Italy, March 2011
                                                                                • UK
                                                                                  • Figure 57: Shampoo products bought in the last 12 months, by price band, UK, March 2011
                                                                              • The Consumer – Attitudes Towards Shampoo

                                                                                • Key points
                                                                                    • Figure 58: Attitudes towards hair and haircare products, March 2011
                                                                                    • Figure 59: Buy products for hair condition, by age and country, March 2011
                                                                                    • Figure 60: Buy products for hair type, by age and country, March 2011
                                                                                  • High spenders - UK
                                                                                    • Figure 61: Attitudes towards hair and haircare products by high spenders on haircare, UK, March 2011
                                                                                    • Figure 62: Attitudes towards hair and haircare products by next most popular high spenders, UK, March 2011
                                                                                  • High spenders - France
                                                                                    • Figure 63: Attitudes towards hair and haircare products by most popular high spenders, France, March 2011
                                                                                    • Figure 64: Attitudes towards hair and haircare products, by next most popular high spenders, France, March 2011
                                                                                  • High spenders - Germany
                                                                                    • Figure 65: Attitudes towards hair and haircare products, by most popular high spenders, Germany, March 2011
                                                                                    • Figure 66: Attitudes towards hair and haircare products, by next most popular high spenders, Germany, March 2011
                                                                                  • High spenders - Spain
                                                                                    • Figure 67: Attitudes towards hair and haircare products, by most popular high spenders, Spain, March 2011
                                                                                    • Figure 68: Attitudes towards hair and haircare products, by next most popular high spenders, Spain, March 2011
                                                                                  • High spenders - Italy
                                                                                    • Figure 69: Attitudes towards hair and haircare products, by most popular high spenders, Italy, March 2011
                                                                                    • Figure 70: Attitudes towards hair and haircare products, by next most popular high spenders, Italy, March 2011
                                                                                • The Consumer –Attitudes Towards Haircare

                                                                                  • Key points
                                                                                      • Figure 71: Statements on hair and haircare products, March 2011
                                                                                      • Figure 72: Feel confident if hair looks good, by age and by country, March 2011
                                                                                      • Figure 73: Feel terrible when hair looks bad, by age and by country, March 2011
                                                                                      • Figure 74: My hair is my best feature, by age and country, March 2011
                                                                                    • High spenders - UK
                                                                                      • Figure 75: Statements on hair and haircare products, by most popular high spenders, UK, March 2011
                                                                                      • Figure 76: Statements on hair and haircare products, by next most popular high spenders, UK, March 2011
                                                                                    • High spenders - France
                                                                                      • Figure 77: Statements on hair and haircare products, by most popular high spenders, France, March 2011
                                                                                      • Figure 78: Statements on hair and haircare products, by next most popular high spenders, France, March 2011
                                                                                    • High spenders - Germany
                                                                                      • Figure 79: Statements on hair and haircare products, by most popular high spenders, Germany, March 2011
                                                                                      • Figure 80: Statements on hair and haircare products, by next most popular high spenders, Germany, March 2011
                                                                                    • High spenders - Spain
                                                                                      • Figure 81: Statements on hair and haircare products, by most popular high spenders, Spain, March 2011
                                                                                      • Figure 82: Statements on hair and haircare products, by next most popular high spenders, Spain, March 2011
                                                                                    • High spenders - Italy
                                                                                      • Figure 83: Statements on hair and haircare products, by most popular high spenders, Italy, March 2011
                                                                                      • Figure 84: Statements on hair and haircare products, by next most popular high spenders, Italy, March 2011
                                                                                  • Appendix – Usage of Haircare Products

                                                                                      • Figure 85: Frequency of use of shampoo, by demographics, France, 2010
                                                                                      • Figure 86: Frequency of use of shampoo, by demographics, Germany, 2010
                                                                                      • Figure 87: Frequency of use of shampoo, by demographics, Spain, 2010
                                                                                      • Figure 88: Frequency of use of shampoo, by demographics, GB, 2010
                                                                                    • France
                                                                                      • Figure 89: Any type of shampoo used, by demographics, France, 2010
                                                                                      • Figure 90: Any type of shampoo used, by demographics, France, 2010
                                                                                      • Figure 91: Any type of shampoo used, by demographics, France, 2010
                                                                                    • Germany
                                                                                      • Figure 92: Any type of shampoo used, by demographics, Germany, 2010
                                                                                      • Figure 93: Any type of shampoo used, by demographics, Germany, 2010
                                                                                    • Spain
                                                                                      • Figure 94: Any type of shampoo used, by demographics, Spain, 2010
                                                                                      • Figure 95: Any type of shampoo used, by demographics, Spain, 2010
                                                                                    • GB
                                                                                      • Figure 96: Any type of shampoo used, by demographics, GB, 2010
                                                                                    • Two-in-one
                                                                                      • Figure 97: Sort of shampoo used, by demographics, France, 2010
                                                                                      • Figure 98: Sort of shampoo used, by demographics, Germany, 2010
                                                                                      • Figure 99: Sort of shampoo used, by demographics, Spain, 2010
                                                                                      • Figure 100: Sort of shampoo used, by demographics, GB, 2010
                                                                                    • Men
                                                                                      • Figure 101: Frequency of use of shampoo, by demographics, France, 2010
                                                                                      • Figure 102: Frequency of use of shampoo, by demographics, Germany, 2010
                                                                                      • Figure 103: Frequency of use of shampoo, by demographics, Spain, 2010
                                                                                      • Figure 104: Frequency of use of shampoo, by demographics, GB, 2010
                                                                                      • Figure 105: Any types of shampoo used, by demographics, France, 2010
                                                                                      • Figure 106: Any types of shampoo used, by demographics, Germany, 2010
                                                                                      • Figure 107: Any types of shampoo used, by demographics, Spain, 2010
                                                                                      • Figure 108: Any types of shampoo used, by demographics, GB, 2010
                                                                                    • Two-in-one
                                                                                      • Figure 109: Sort of shampoo used, by demographics, Spain, 2010
                                                                                    • Lifestyle - France
                                                                                      • Figure 110: Agreement with selected lifestyle statements, by demographics, France, 2010
                                                                                      • Figure 111: Agreement with selected lifestyle statements, by demographics, France, 2010
                                                                                      • Figure 112: Agreement with selected lifestyle statements, by demographics, France, 2010
                                                                                      • Figure 113: Agreement with selected lifestyle statements, by demographics, France, 2010
                                                                                      • Figure 114: Agreement with selected lifestyle statements, by demographics, France, 2010
                                                                                      • Figure 115: Agreement with selected lifestyle statements, by demographics, Germany, 2010
                                                                                      • Figure 116: Agreement with selected lifestyle statements, by demographics, Germany, 2010
                                                                                      • Figure 117: Agreement with selected lifestyle statements, by demographics, Germany, 2010
                                                                                      • Figure 118: Agreement with selected lifestyle statements, by demographics, Germany, 2010
                                                                                      • Figure 119: Agreement with selected lifestyle statements, by demographics, Germany, 2010
                                                                                      • Figure 120: Agreement with selected lifestyle statements, by demographics, Spain, 2010
                                                                                      • Figure 121: Agreement with selected lifestyle statements, by demographics, Spain, 2010
                                                                                      • Figure 122: Agreement with selected lifestyle statements, by demographics, Spain, 2010
                                                                                      • Figure 123: Agreement with selected lifestyle statements, by demographics, Spain, 2010
                                                                                      • Figure 124: Agreement with selected lifestyle statements, by demographics, GB, 2010
                                                                                      • Figure 125: Agreement with selected lifestyle statements, by demographics, GB, 2010
                                                                                      • Figure 126: Agreement with selected lifestyle statements, by demographics, GB, 2010
                                                                                      • Figure 127: Agreement with selected lifestyle statements, by demographics, GB, 2010
                                                                                      • Figure 128: Agreement with selected lifestyle statements, by demographics, GB, 2010
                                                                                  • Appendix – Price Paid for Shampoo

                                                                                      • Figure 129: Shampoo products bought in the last 12 months, by demographics, UK, March 2011
                                                                                      • Figure 130: 2-in-1 shampoo and conditioner products bought in the last 12 months, by demographics, UK, March 2011
                                                                                      • Figure 131: Dry shampoo products bought in the last 12 months, by demographics, UK, March 2011
                                                                                      • Figure 132: Shampoo products bought in the last 12 months, by demographics, France, March 2011
                                                                                      • Figure 133: 2-in-1 shampoo and conditioner products bought in the last 12 months, by demographics, France, March 2011
                                                                                      • Figure 134: Dry shampoo products bought in the last 12 months, by demographics, France, March 2011
                                                                                      • Figure 135: Shampoo products bought in the last 12 months, by demographics, Germany, March 2011
                                                                                      • Figure 136: 2-in-1 shampoo and conditioner products bought in the last 12 months, by demographics, Germany, March 2011
                                                                                      • Figure 137: Dry shampoo products bought in the last 12 months, by demographics, Germany, March 2011
                                                                                      • Figure 138: Shampoo products bought in the last 12 months, by demographics, Spain, March 2011
                                                                                      • Figure 139: 2-in-1 shampoo and conditioner products bought in the last 12 months, by demographics, Spain, March 2011
                                                                                      • Figure 140: Dry shampoo products bought in the last 12 months, by demographics, Spain, March 2011
                                                                                      • Figure 141: Shampoo products bought in the last 12 months, by demographics, Italy, March 2011
                                                                                      • Figure 142: 2-in-1 shampoo and conditioner products bought in the last 12 months, by demographics, Italy, March 2011
                                                                                      • Figure 143: Dry shampoo products bought in the last 12 months, by demographics, Italy, March 2011
                                                                                  • Appendix – Attitudes Towards Shampoo

                                                                                      • Figure 144: Most popular attitudes towards hair and haircare products, by demographics, UK, March 2011
                                                                                      • Figure 145: Next most popular attitudes towards hair and haircare products, by demographics, UK, March 2011
                                                                                      • Figure 146: Most popular attitudes towards hair and haircare products, by demographics, France, March 2011
                                                                                      • Figure 147: Next most popular attitudes towards hair and haircare products, by demographics, France, March 2011
                                                                                      • Figure 148: Most popular attitudes towards hair and haircare products, by demographics, Germany, March 2011
                                                                                      • Figure 149: Next most popular attitudes towards hair and haircare products, by demographics, Germany, March 2011
                                                                                      • Figure 150: Most popular attitudes towards hair and haircare products, by demographics, Spain, March 2011
                                                                                      • Figure 151: Next most popular attitudes towards hair and haircare products, by demographics, Spain, March 2011
                                                                                      • Figure 152: Most popular attitudes towards hair and haircare products, by demographics, Italy, March 2011
                                                                                      • Figure 153: Next most popular attitudes towards hair and haircare products, by demographics, Italy, March 2011
                                                                                  • Appendix – Attitudes Towards Haircare

                                                                                      • Figure 154: Most popular statements on hair and haircare products, by demographics, UK, March 2011
                                                                                      • Figure 155: Next most popular statements on hair and haircare products, by demographics, UK, March 2011
                                                                                      • Figure 156: Most popular statements on hair and haircare products, by demographics, France, March 2011
                                                                                      • Figure 157: Next most popular statements on hair and haircare products, by demographics, France, March 2011
                                                                                      • Figure 158: Most popular statements on hair and haircare products, by demographics, Germany, March 2011
                                                                                      • Figure 159: Next most popular statements on hair and haircare products, by demographics, Germany, March 2011
                                                                                      • Figure 160: Most popular statements on hair and haircare products, by demographics, Spain, March 2011
                                                                                      • Figure 161: Next most popular statements on hair and haircare products, by demographics, Spain, March 2011
                                                                                      • Figure 162: Most popular statements on hair and haircare products, by demographics, Italy, March 2011
                                                                                      • Figure 163: Next most popular statements on hair and haircare products, by demographics, Italy, March 2011

                                                                                  Companies Covered

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                                                                                  Shampoos - Europe - June 2011

                                                                                  £1,877.00 (Excl.Tax)