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German Haircare Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Haircare market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?


Key points included
  • Adapt to changing population dynamics
  • Grow styling with care focus
  • Concerns over environmental impact
Covered in this report

Sustainability is top of mind for the German BPC consumer giving rise for haircare brands to adapt NPD for this increasing consumer concern. The haircare category has already seen significant growth in free from as well as ethical & environmental claims, indicating that this will only grow as a focus area.
However consumers want a more complete approach to sustainability, driving the demand for brands to pay attention to both packaging and ingredients.

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What does the COVID-19 Global Insights Hub give you access to?

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Expert analysis from a specialist in the field

Written by Bettina Krechel, a leading analyst in the Beauty and Personal Care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Adapting to changing population dynamics and rising environmental concern of German consumers will be crucial for the market to continue to see positive growth. Bettina Krechel
Research Director

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What's included

What's included

Table of contents

Table of contents

  1. EXECUTIVE SUMMARY

    • Market Context
    • Mintel Predicts
    • What consumers want, and why
    • [Graph] Germany: usage of haircare products compared with the last 12 months, September 2019
    • [Graph] Germany: reduced and non-usage of styling products compared with last 12 months, September 2019
    • [Graph] Germany: usage and interest in haircare ingredients, September 2019
    • Opportunities
    • The competitive landscape
    • [Graph] Germany: leading hair styling manufacturers by percentage, 2017-2018
  2. market drivers

    • [Graph] Germany: GDP by quarter, Q1 2016-Q3 2019
    • [Graph]
    • [Graph] Germany: beauty/grooming products people are interested in, 2019
    • [Graph] Germany: beauty/grooming products people are interested in, 2019
  3. what consumers want, and why

    • Usage of haircare products
    • [Graph] Germany: usage of haircare products compared with the last 12 months, September 2019
    • [Graph] Germany: increased usage of shampoo amongst 16-24s, by gender, September 2019
    • [Graph] Germany: scalp treatment usage amongst men, by age, September 2019
    • [Graph] Germany: daily beauty and grooming priorities, by gender, 2019
    • [Graph] Germany: usage of styling products compared with last 12 months, September 2019
    • [Graph] Germany: daily hair washing and styling priorities, by select countries, 2019
    • [Graph] German: any usage of hairspray and styling mousse or foam amongst women, by age, September 2019
    • Purchase of haircare products
    • [Graph] Germany: purchase of haircare products, by gender, September 2019
    • [Graph] Germany: in-store retailers where consumers typically buy from, by gender, 2018
    • [Graph] Germany: online retailers where consumers typically buy from, by gender, 2018
    • Purchase decision-making
    • [Graph] Germany: select haircare purchase factors amongst men, by age, September 2019
    • Interest in new ingredients
    • [Graph] Germany: usage and interest in haircare ingredients, September 2019
    • [Graph] Germany: usage and interest in selected haircare ingredients amongst women, by age, September 2019
  4. launch activity and innovation

    • [Graph] Germany: hair products NPD, by subcategory, 2015-19
    • [Graph] Germany: NPD in hair products, by claims category, 2017-19
    • [Graph] Germany: 'free from' hair product NPD, by 'free from' claim, 2017-19
    • [Graph] Germany: 'ethical and environmental' hair product NPD, by ethical and environmental claim, 2017-19
    • [Graph] Germany: 'suitable for' hair product NPD, by 'suitable for' claim, 2017-19
    • [Graph] Germany: NPD in hair products, by ultimate company**, 2017-19
  5. market share

    • Retail market share of shampoo & conditioners, 2017-18
    • Retail market share of hair styling agents, 2017-18
  6. MARKET SEGMENTATION, SIZE AND FORECAST

    • Retail value market shares of shampoo & conditioners, by segment, 2017-18
    • Retail value market shares of hair styling agents, by segment, 2017-18
  7. appendix

    • Appendix – products covered, abbreviations and consumer research methodology
    • Appendix – market size and forecast
    • Market size and forecast – value, 2014-24
    • Market size and forecast – value, best- and worst-case

About the report

This interactive report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data carried out across Germany, but our industry experts put that data into context and you’ll quickly understand:

  • The Consumer

    What They Want. Why They Want It.

  • The Competitors

    Who’s Winning. How To Stay Ahead.

  • The Market

    Size, Segments, Shares And Forecasts: How It All Adds Up.

  • The Innovations

    New Ideas. New Products. New Potential.

  • The Opportunities

    Where The White Space Is. How To Make It Yours.

  • The Trends

    What’s Shaping Demand – Today And Tomorrow.

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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