Germany Hairstyling Market Report 2023
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Our Germany hair styling products research shows that the act of styling one’s hair is a confidence boost for many Germans. Nevertheless, usage remains volatile. Hair caring ingredients create opportunities…

Germany Hairstyling Market Report 2023

£ 2,195 (Excl.Tax)


Stay ahead of the curve and future-proof your business with Mintel’s Germany Hair Styling Market Report 2023. Our full report is packed with consumer-led market intelligence, hair styling trends in Germany, and consumer behaviours affecting your industry. Get a 360° view of the hair styling market in Germany including market size, share, and a growth forecast to help you align your business strategy with the needs of your audience.

Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.

Topics Analysed in this Report

  • A detailed outlook on the hair styling market in Germany, including market drivers and expert insights.
  • Usage frequency of hair styling products, time spent on hair styling, and money spent on hair styling products.
  • Hair styling inspiration sources and interest in hair styling product qualities, for example products offering long-lasting results.
  • Launch activity and innovation in the hair styling products market in Germany.
  • How your business can tap into opportunities to increase your share in the hair styling market in Germany.

An Overview of the Hair Styling Products Market in Germany

Mintel’s Germany hair styling products research shows that inflationary prices and a return to out of home social occasions have given the hair styling market in Germany a push.

Because hair styling is a social affair, with inspiration primarily coming from friends and family, as well as a way for consumers to relax, using the act of hair styling as support for their wellbeing, brands are well positioned to promote their products as an affordable luxury.

Germany Hair Styling Products Research: What Consumers Want and Why

  • The Impact of Inflation on Hair Care in Germany: Despite low spending power, German consumers retain interest in hairstyling. However, 73% of styling product users changed their hair styling habits in the past year to save money. Nonetheless, brands maintain a strong hold on the hair styling products market in Germany, own label market value especially shows only minor changes.
  • The Impact of Hair Care on Hair Styling: In spite of squeezed incomes, interest in hair styling remains high. However, the hairstyling sector is getting influenced by the hair care industry. This opens up opportunities for brands to draw from their expertise in hair care and create possibilities for consumers to trade up.

Forecast for the Hair Styling Market in Germany

  • EU regulations are taking effect forcing brands to keep up with demands to increase sustainability, as 64% of German consumers place importance on using beauty and grooming products that contain sustainably sourced ingredients. While this is a welcome change to consumers, brands will be challenged to develop new approaches for formulation and product packaging to stay within the guidelines.

To learn how to connect with your audience, purchase our Germany Hair Styling Market Report 2023 in full. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.

Products and Brands Discussed in this Report

Brands: Rosinii, Olaplex, Pomélo+Co, L’Oréal, Beiersdorf, Coty, Henkel, Kao, THIX, Osis+, Herbina, Schwarzkopf, STMNT Statement, Bumble and bumble, Sam McKnight Lazy Girl, TikTok, Lush, Taft, and many more.

Products: Hairspray, heat protection, caffeine paste, styling gel, styling wax, styling cream, texture/volume powder, styling mousse/foam, hair cleanse cloths, and more.

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Expert Insights on Hair Care in Germany

This report, written by Franziska Kartheus, Associate Analyst, delivers in-depth commentary and analysis to highlight hair styling trends in Germany and add expert context to the numbers.

Our Germany hair styling products research shows that the act of styling one’s hair is a confidence boost for many Germans. Nevertheless, usage remains volatile. Hair caring ingredients create opportunities for brands to blend categories and can encourage trading up.

Franziska Kartheus, Associate Analyst
Franziska Kartheus
Associate Analyst

Table of Contents

    • Key issues covered in this Report

    • Market context
    • Mintel predicts
    • Opportunities
    • The competitive landscape
    • Graph 1: company shares of hair styling agents, by value, 2022

    • The German economy
    • Graph 2: key economic data, in real terms, 2019-24
    • Graph 3: financial confidence index, 2022 – 23

    • Usage frequency
    • Graph 4: usage frequency of hair styling products by product users, 2023
    • Graph 5: usage of hair styling products, by product users and gender, 2023
    • Graph 6: repertoire of number of hair styling products used, by age, 2023
    • Time spent on hair styling
    • Graph 7: time spent on hair styling, 2023
    • Graph 8: frequency of hair styling, 2023
    • Graph 9: time women spend on hair styling, 2023
    • Graph 10: time men spend on hair styling, 2023
    • Graph 11: amount of hair styling products used by time spend on hair styling on an average day, 2023
    • Money spent on hair styling products
    • Graph 12: money spent on hair styling products, 2023
    • Money-saving options
    • Graph 13: money saving efforts for hair styling, 2023
    • Graph 14: amount of hair styling products used, by routine changes in order to save money, 2023
    • Graph 15: money spent on haircare products, by options to save money, 2023
    • Source of hair styling inspiration
    • Graph 16: source for hair styling inspiration, by age, 2023
    • Graph 17: source of hair styling inspiration, by ways to make hair styling brands more trustworthy, 2023
    • Interest in hair styling products
    • Graph 18: interest in hair styling products, 2023
    • Graph 19: interest in hair styling products that cover grey hairs, by generation, 2023
    • Hair styling behaviours in the last 12 months
    • Graph 20: behaviours towards hair styling, 2023
    • Graph 21: hair styling behaviours, by children, 2023
    • Graph 22: hair styling product use, by trying new hair styles, 2023
    • Attitudes towards hair styling
    • Graph 23: attitudes towards hair styling, 2023
    • Graph 24: attitudes towards hair styling, 2023

    • Graph 25: launch activity by packaging type, 2019-23
    • Graph 26: formats and textures of hair styling launches, 2022-23
    • Graph 27: ultimate companies in hair styling, 2019-23
    • Advertising and marketing activity


    • Market segmentation

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

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.

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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.

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