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EXECUTIVE SUMMARY
- The five year outlook for haircare
- Market context
- Lasting inflation has impacted consumers’ haircare shopping behaviours
- Mintel predicts
- Market size and forecast
- Slight growth is predicted for the market
- Market growth will be driven by catering for the diverse needs of consumers
- Opportunities
- Help consumers and reduce the stigma around hairloss
- Encourage education around scalp health
- Engage men with haircare products tailored to their needs
- Support curly-haired consumers and meet them where they are
- Focus on results rather than ingredients
- The competitive landscape
- Brands are dominating the market but own label is growing stronger
- Private label has gained share
- Graph 1: brand shares in haircare, by value, 2023
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MARKET DRIVERS
- The German economy
- 2024 is expected to remain challenging
- Graph 2: key economic data, in real terms, 2019-25
- The inflation rate is bouncing back to more conventional levels
- Inflation is still the key factor affecting consumers’ finances…
- …confidence and expenditure
- Graph 3: financial confidence index, 2022-24
- The impact of the economy on haircare
- An ageing population needs products that suit their hair changes
- Look to personalised options to be inclusive of all hair types
- Consider sustainable haircare and anti-pollution claims to cater to climate-conscious consumers
- ‘Skinification’ has reached haircare
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WHAT CONSUMERS WANT AND WHY
- Hair texture
- Most German consumers have straight hair
- Graph 4: hair textures, 2024
- Hair priorities
- Most Germans prioritise hairloss/thinning reduction
- Graph 5: hair priorities, 2024
- Interest in preventing hairloss is high…
- …but help reduce the stigma around hairloss
- Consumers interested in accelerating growth are willing to spend
- Focus on repairing hair damage through caring products
- Ease frizz concerns caused by dry shampoo use
- Tackle scalp concerns through an increased focus on treatments
- Target straight hair with oil-reducing products
- Men’s priorities focus on the scalp
- Graph 6: hair priorities, by gender, 2024
- Haircare products used
- Liquid shampoo is the most used product among Germans
- Graph 7: haircare products used, 2024
- Women use more products than men
- Graph 8: usage of haircare products, by gender, 2024
- Increase men’s repertoire through convenient solutions that tackle scalp irritation
- Use the good standing of two-in-one products to promote other multifunctional ones
- Improve the popularity of solids by focusing on convenience and efficacy
- Cater towards curly-haired people in hair treatment products
- Position hair treatment products like serums for older consumers
- Frequency of usage
- Shampoo is used with the highest frequency among Germans
- Graph 9: frequency of usage of haircare products, 2024
- Counteract the common perception of the benefits of less frequent hair washing
- Increase the use of dry shampoo among men with focus on fragrance and respective hair styles
- Purchase location of haircare products
- Health and beauty retailers are the main destination for haircare buyers
- Graph 10: purchase location of haircare products, 2024
- Women tend to go to one shop: the drugstore
- Graph 11: repertoire of stores visited, 2024
- Leverage the authority of the salon
- Online options are accessible and convenient
- Choice factors for haircare products
- Consumers want products specifically for their hair type
- Graph 12: choice factors for haircare products, 2024
- Offer specific products to cater to consumers with wavy hair
- Consumers expect efficacy
- Trending ingredients are of interest to a range of consumers
- Encourage professionals to support the brand’s products for curly hair
- City dwellers care about protection from environmental aggressors
- Increase the popularity of hair fragrance
- Please more than half of consumers with haircare products that are specific, instant and protective
- Behaviours towards haircare
- Enhance the discovery of haircare products in store and online
- Graph 13: behaviours related to product discovery in haircare, 2024
- Enhance the status of premium products through inimitable selling points
- Graph 14: behaviours related to premium haircare, 2024
- Target high-income consumers living in cities with premium products
- Target curly-haired consumers with water-saving products
- Graph 15: haircare behaviours related to saving water, 2024
- Align hair washing products with consumers’ shower habits
- Increase the appeal of facial-hair-specific products for men
- Graph 16: gender-specific behaviours towards haircare, 2024
- Offer women advice on hormones’ impact on hair
- German consumers are brand loyal when it comes to haircare
- Graph 17: purchase behaviours towards haircare, 2024
- Younger consumers in cities are willing to spend on their hair goals
- Encourage experimentation despite high brand loyalty
- Results trump ingredients
- Graph 18: behaviours relating to ingredients in haircare, 2024
- Take inspiration from skincare and educate on active ingredients
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LAUNCH ACTIVITY AND INNOVATION
- Shampoo makes up the majority of launches in haircare
- New products dominate haircare launches in Germany
- Graph 19: NPD in haircare by launch type, 2023
- The market has been dominated by beauty-enhancing claims, but ethical claims have seen the biggest rise
- Graph 20: NPD in haircare, by the top 10 claims, 2019-23
- The Dissolving Bottle taps into sustainability and solid formats
- No hair, don’t care
- Incorporate upcycled ingredients to align with the sustainability movement
- Product approaches range from anti-ageing to well-ageing
- Dry shampoo shows versatility
- Mood-boosting products are emerging
- Plex technologies have reached own label
- The ‘skinification’ of haircare is reflected in ingredients
- Graph 21: NPD in haircare by select ingredients, 2019-23
- Products boasting male-specific claims have decreased but hold potential
- Shampoo and conditioner are positioned as affordable staples while premium hair treatments are firmly established
- Graph 22: beauty price positioning by sub-category, 2023
- Inclusive haircare is still in its infancy
- Anti-hairloss claims are popular
- Advertising and marketing activity
- OLAPLEX has demonstrated how being ‘undupable’ works
- Procter & Gamble reveals Olympic Games plans
- #PowerofHair
- The ‘skinification’ of haircare
- Alpecin Grey Attack Shampoo
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MARKET SHARE
- The market is dominated by key players
- Retail market share of haircare, by value, 2020-23
- Private label gains share, but brands retain favour
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MARKET SIZE, SEgmentation AND FORECAST
- Market forecast
- The market forecast for haircare
- Growth in the haircare market will be fuelled by ‘skinification’
- Market segmentation
- Conditioners have seen the biggest growth across segments
- Conditioners saw the biggest growth among sub-categories
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APPENDIX
- Appendix – products covered, abbreviations, consumer research methodology and language usage
- Products covered in this Report
- Abbreviations
- CHAID – tree output
- Consumer research methodology
- A note on language
- Appendix – market size and central forecast methodology
- Forecast methodology
- Forecast methodology – fan chart
- Market size – value
- Market forecast and prediction intervals – value
Stay ahead of the curve and future-proof your business with Mintel’s Germany Hair Care Report 2024. Our full report is packed with consumer-led market intelligence, Germany hair care market trends, and an analysis of German consumer behaviour. Get a 360° view of the hair care market in Germany including market size, share, and a hair care Germany market 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.
Our Report Delivers Key Insights On
- The short-, medium- and long-term impact of inflation on the haircare market in Germany, including changing usage habits and buying intentions.
- What aspects do German consumers prioritise, e.g. reducing hairloss/thinning, scalp irritation, and repairing damage and what products they use.
- Usage frequency and purchase locations.
- Germany Hair Care Market Research: Launch activity and innovation.
Current Outlook on the Haircare Market in Germany
54% of consumers in Germany who have used premium haircare brands have also used a dupe of a haircare product.
With this in mind and in light of the ongoing cost of living crisis, Germany hair care market brands need to be mindful of dupe culture. Premium brands can strengthen their value proposition by focusing on unique, patented technologies, thus demonstrating they are irreplaceable.
Germany Hair Care Market Research: What Consumers Want and Why
- Germany Hair Care Market Trends: German consumers value products tailored to their hair type, with most people in Germany showing concern about reducing hairloss and thinning, as reported by 30% of men and 43% of women. Brands in the hair care market in Germany can support consumers with targeted solutions, such as scalp treatments.
- Hair Care in Germany: German consumers value immediate results and efficacy. 30% buyers would choose one product over another if it gave an instant effect. Results also trump the inclusion/exclusion of ingredients for a majority of Germans, making good value for money key for haircare brands’ success.
More About This Report
This Report looks at the following segments in the hair care market in Germany:
- Shampoos (all types of shampoo for washing hair including beauty or standard shampoos, anti-dandruff/medicated types, two-in-one shampoo/conditioner, and dry shampoo)
- Conditioners, (rinse-out and leave-in conditioners)
- Treatments (hot oils, serums, masks, and sprays)
This report covers shampoo and conditioner sold through all retail outlets and by hair salons for home use. Hair colourants are excluded from this report.
Some brands included in this report:
THIX, dm (Balea), Dick Johnson, xskincare, Procter & Gamble, L’Oréal, Henkel, Kao Corporation, Elvital, Head & Shoulders, Pantene Pro-V, Gliss Kur, Schauma, Fructis, Wahre Schätze, Guhl, Joh Frieda, NIVEA, Plantur 39, and more.
Meet The Expert
This report, written by Henrike Philipp, Research Analyst, delivers in-depth commentary and analysis to highlight Germany hair care market trends and add expert context to the numbers.
Download Report SummaryAlthough budgets remain strained, consumer interest in hairloss reduction, scalp care, and hair-type-specific products is driving innovation in the haircare market in Germany.
Henrike Philipp
Research Analyst
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