Germany Women’s Haircare Market Report 2023
While the impact of inflation remains noticeable, women's interest in serums, oils and scalp care is driving innovation in the haircare market. Franziska Kartheus, Associate Analyst…

Germany Women’s Haircare Market Report 2023

£ 2,195 (Excl.Tax)


Stay ahead of the curve and future-proof your business with Mintel’s Women’s Haircare Germany Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest trends and consumer behaviours affecting your industry. Get a 360° view of the haircare market in Germany including Germany hair care market size, market share, and forecasted growth 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 market outlook on women’s haircare Germany, including expert insights and market drivers.
  • Haircare product usage including changes in usage frequency.
  • Consumer spending on hair care in Germany.
  • Consumer behaviour, interests, and demands regarding women’s haircare Germany.
  • Recent product launch activity and innovation in the haircare market in Germany.
  • How your business can tap into opportunities to increase your share in the Germany hair care market.

Overview of Women’s Haircare Germany

Mintel’s Germany hair care market research shows that inflation is shaping the category as women with tighter budgets try to save money. Nonetheless, interest in hair care in Germany remains high and offers opportunities to add value to products by drawing inspiration from skincare and incorporating innovative ingredients.

  • Germany Hair Care Market Size: In 2022 the market size for women’s haircare Germany was measured at € 1.1 billion.

Germany Hair Care Market Research: What Consumers Want and Why

  • Consumer Behaviour in the Haircare Market in Germany: As budgets remain tight, 84% of women who use haircare products would adjust their haircare routine to cut back on spending. Almost half of women would stock up when their preferred products are on offer, and 41% would choose cheaper hair products. Brands will have to justify prices and prove their value to stop customers from trading down.
  • Hair Care Germany Market Forecast: As the economy slowly recovers, the haircare market in Germany will remain sturdy. Especially products with added benefits, e.g. hybrid concepts, will stand out.
  • Germany Hair Care Market Trends: Mintel’s Germany hair care report shows that hair serums and scalp treatments are becoming more widely used by German women, linking to the skincare-inspired scalp care trend. Brands can tap into this consumer trend with products that have scalp-caring benefits as 60% of women experience some type of scalp issue.

Hair Care Germany Market Forecast

  • The introduction of new EU regulations will provide more transparency on sustainability claims and ingredients. Brands pushing for change in the BPC sector will benefit from this as they build trust with consumers.

To learn how to connect with your audience, purchase our Women’s Haircare Germany 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: UpCircle, Nioxin, Kenra, Werner & Mertz (Frosch), L’Oréal, Procter & Gamble, Henkel, Kao, Head & Shoulders, Elvital, Pantene Pro-V, Gliss Kur, Schauma, Fructis, Wahre Schaetze, Guhl, John Frieda, NIVEA, Plantur 39, Aveda, Matrix, Balea, Ethique, Ben & Anna, Milly & Sissy, The Powder Shampoo, and many more.

Products: Shampoos (beauty/standard shampoos, anti-dandruff/medicated, two-in-one shampoo & conditioners (leave-in, conditioner bar), dry shampoo, shampoo bar, liquid), conditioners, masks, treatments, serums, sprays, intensive treatments (hot oils), scalp treatment, and more.

Additional Features Included with Your Purchase

  • Interactive Data Book: This gives you unlimited access to a consumer confidence tracker that is segmented into 25 different demographic categories.
  • Different Digital Formats: PDF for conveniently sharing with your team, PowerPoint for quickly including in your presentation, as well as Word and Excel.
  • Mintel’s Clients Portal: Our portal offers instant access to actionable analysis and trend pieces relevant to your industry that are published almost daily. You can also browse for more market research reports.

Expert Insights on Haircare Market in Germany

This report, written by Franziska Kartheus, Associate Analyst, delivers in-depth commentary and analysis to highlight current trends in women’s haircare Germany and add expert context to the numbers.

While the impact of inflation remains noticeable, women’s interest in serums, oils, and scalp care is driving innovation in the haircare market in Germany.

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: brand shares of women's haircare, by value, 2022

    • The German economy
    • Graph 2: key economic data, in real terms, 2019-24

    • Change in usage frequency over the past 12 months
    • Graph 3: women's usage frequency of haircare products in the past 12 months, by product users, 2023
    • Graph 4: women's usage of haircare products, 2017-23
    • Money spent on haircare products
    • Graph 5: women's spending on haircare products, 2023
    • Money-saving options
    • Graph 6: women's choices if wanting to spend less on haircare products, 2023
    • Scalp type
    • Ingredient awareness
    • Graph 7: awareness of haircare ingredients, 2023
    • Product preferences
    • Graph 8: women's preferences in haircare products, 2023
    • Graph 9: women's hair textures, 2023

    • Graph 10: ethical claims in women's haircare launches, 2021-23
    • Graph 11: women's haircare product launches, by launch type, 2019-23
    • Graph 12: price positioning in women's haircare launches, 2021-23
    • Graph 13: women's haircare product launches with sulphate and silicone free-from claims, 2020-22
    • Graph 14: fragrances used most in women's haircare, 2019-23

    • Retail market share of haircare, by value, 2019-22

    • Retail value sales of haircare, 2018-28
    • 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.

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

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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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