Germany Hair Colourants Market Report 2022
[{"name":"Hair Treatments and Colourants","url":"https:\/\/store.mintel.com\/industries\/beauty-personal-care\/haircare\/hair-treatments-colourants"}]
The new normal births a hybrid approach as consumers space out salon visits with at-home colouring. Rising inflation presents an opportunity for the category. Susanne Krenz, Research Analyst -…

Germany Hair Colourants Market Report 2022

£ 2,195 (Excl.Tax)


The Hair Colourants in Germany Market Report identifies consumers’ attitudes towards at-home hair colourants, the impact of COVID-19 on at-home hair colourants, and innovation in hair colourants in Germany. This report covers the Germany hair colour market size, market forecast, market segmentation and industry trends for the German hair colourants market.

Current Market Landscape

After a sizeable boost to the category in 2019-21, Mintel predicts a modest growth of 1.4% for hair colourants in 2022. Contact restrictions and fear of exposure to COVID-19 will continue to keep some Germans away from salons.

Another reason for consumers staying away from salons are post-closure price hikes coupled with rising inflation which make Germans cut back on non-essential spending as of January 2022. This bodes well for at-home hair colourants.

Germany Hair Colour Market Share and Key Industry Trends

Consumers’ familiarity with at-home colouring and recent innovations bode well for medium-term growth of the category. However, growth is expected to level out starting in 2023 and moving into 2024 with many Germans simply not wishing to change their hair colour or transitioning to grey.

Combined with their preference for simple beauty and grooming routines, as well as rising prices due to inflation, it will be a challenge for brands to convince them to experiment with colour. As of January 2022, many Germans were cutting back on non-essential spending saying they were sticking to a set budget for their grocery spending. As during the previous recession, this doesn’t necessarily mean people will trade down – but they will be more interested than ever in getting their money’s worth.

  • 59% of German hair colourant users consider their DIY results to be on par with professional treatments.
  • 31% of Germans were cutting back on non-essential spending as of January 2022.
  • 84% of at-home hair colourant users report being happy with their results.
  • 36% of Germans are interested in at-home hair colourant products that are personalised for their hair type.

Future Trends in the German Hair Colourants Market

In 2025 and beyond, growth will stabilise and eventually stagnate. As work and social engagements reconvene, consumers might reach limits of their colouring skills and return to salons. Some will fall back on at-home hair colour if they experience financial hardship.

Most consumers say they are happy with the results of at-home hair colourants. There is, however, room for innovation for at-home colourants on the haircare market in Germany. For example, at-home hair colourant products that are personalised for consumers’ hair type and customised colours. The category has a good standing with consumers and personalisation especially offers excellent growth opportunities in the German hair colourants market.

Read on to discover more details or take a look at all of our German Haircare and Grooming Market Research.

Quickly Understand

  • The impact of COVID-19 and rising inflation on at-home hair colourants.
  • Usage and purchase of at-home hair colourants in the last 12 months, which has been largely flat.
  • Barriers to usage, with disinterest in changing hair colour being the main culprit.
  • The purchase journey including purchase locations (online/offline as well as specific outlets).
  • Interest in innovation, e.g. health-boosting and hair-strengthening ingredients as well as opportunities for personalisation.
  • New product development and resulting opportunities.

Covered in this Report

Products: Permanent colourants, semi-permanent colourants, temporary colourants, tone-on-tone hair colour (restorers, removers), colouring products with conditioner attributes.

Brands: Deciem, L’Oréal, Augustinus Bader, Henkel, Rossmann (Isana), dm (Balea), and many more.

Expert Analysis from a Specialist in the Field

This report, written by Susanne Krenz, a leading research analyst in the Beauty and Personal Care sector, delivers in-depth commentary and analysis to highlight current trends in the haircare market in Germany and add expert context to the numbers.

The new normal births a hybrid approach as consumers space out salon visits with at-home colouring. Rising inflation presents an opportunity for the category.

Susanne Krenz
Susanne Krenz
Beauty & Personal Care Analyst

Table of Contents


    • Key issues covered in this Report
    • Market context
    • Mintel predicts
    • Opportunities
    • The competitive landscape

    • Graph 1: key economic data, in real terms, 2019-23

    • Germans’ natural hair colour
    • Graph 2: consumers’ natural hair colour, 2021
    • Usage of at-home hair colour
    • Graph 3: usage of hair colourant types, 2020 and 2021
    • Barriers to purchase
    • Graph 4: barriers to purchase for at-home hair colour, 2021
    • Graph 5: consumers who don’t know which colour would suit them, by age, 2021
    • Purchase locations
    • Graph 6: purchase channels for hair colourants, 2021
    • Graph 7: % of consumers who have been shopping more online since the COVID-19 outbreak, 2020-21
    • Graph 8: purchase locations for hair colourants, 2021
    • Purchase journey
    • Graph 9: purchase factors for at-home hair colour, 2021
    • Graph 10: propensity to procure colouring advice, by gender, 2021
    • Interest in innovation
    • Graph 11: consumer interest in innovation in hair colourants, 2021
    • Graph 12: consumers interest in hair colour that…, by gender, 2021
    • Attitudes to hair colourants
    • Graph 13: attitudes to hair colourants, 2021

    • Advertising and marketing activity

    • Retail market share of hair colourants, by value, 2020-21

    • Market segmentation

    • Appendix – products covered, abbreviations, consumer research methodology and language usage
    • Appendix – market size and central forecast methodology

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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.

Below is a sample report, understand what you are buying.

Click to show report
Germany Sample Report Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

Trusted by companies. Big and small.

Want to speak to us directly?

Contact us with your enquiry and our expert global team can help.

Get in touch