The use of most hair colourants has remained largely unchanged since 2020. Consumers aged 25-34 are the most engaged users, but participation drops as age increases. Most German consumers use hair colourants every 2-3 months, while nearly a third uses them monthly.
Hair health shapes the category since 74% of at-home colourant users agree that maintaining hair health is more important to them than achieving the perfect colour. Further, moisturising and scalp-caring products have become staples among users of at-home hair colourants. Brands can support frequent users with caring products such as colour masks or root care products.
Plant-based hair colourants, albeit still niche, are most commonly used by younger consumers. However, interest among those aged 55-64 is high. Brands can sway sceptical consumers to plant-based hair colourants through user testimonials, a focus on longevity and convenient application solutions.
Hair colouring is a social activity, with 48% of German users usually asking friends or family members to help them colour their hair at home. Brands can share in these experiences and foster loyalty by offering two-for-one deals, teamwork rewards, specialised tools or virtual help.
To reinvigorate the hair colourants category, focus on hair health, make hair dyeing a bonding experience and explore niche products such as plant-based colourants.
Henrike Philipp, Research Analyst
This Report examines the German hair colourants market. For the purposes of the Report, Mintel has used the following to define the hair colourants market:
Excluded: professional and hairdresser sales to consumers
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