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Description

Description

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.

Expert analysis from a specialist in the field

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 - German Reports

EXECUTIVE SUMMARY

  • Market Context
  • Mintel Predicts
  • What consumers want, and why
  • Opportunities
  • The competitive landscape
  • The marketing mix

MARKET DRIVERS

WHAT CONSUMERS WANT, AND WHY

  • Usage of haircare products
  • Purchase of haircare products
  • Purchase decision-making
  • Interest in new ingredients

LAUNCH ACTIVITY AND INNOVATION

MARKET SHARE

  • Retail market share of shampoo & conditioners, 2017-18
  • Retail market share of hair styling agents, 2017-18

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

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

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
    • The marketing mix
  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

This report will give you a complete 360-degree view of your market. Rooted in robust proprietary and high-quality third-party data, our local experts then put that data into context and you’ll 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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