Conditioners - Europe - September 2010
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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.
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