Women’s Haircare in Germany Market Report 2022
Even amid financial strain, haircare has benefited from consumer interest in skincare and wellness. Hair styling struggles to provide a sense of newness. Susanne Krenz, Research Analyst - Beauty…

Women’s Haircare in Germany Market Report 2022

£ 2,195 (Excl.Tax)


The Women’s Haircare Germany Market Report 2022 identifies consumers’ attitudes towards haircare and hair styling products, the impact the pandemic had on Women’s haircare Germany, and impacts the cost-of-living crisis will have on the Germany hair care market long-term. This report covers the Germany Hair Care market size, the Women’s Hair Care Germany market forecast, market segmentation and industry trends for the Germany Professional Hair Care market.

Click here to view the German version of our Women’s Haircare Germany Market Report 2022.

Current Market Landscape

Although haircare has weathered the pandemic rather well, hair styling, as our Germany hair care report shows, has been less fortunate. A growing focus on skincare has been benefitting hair treatments in particular while the return of social occasions did not result in significant value growth for styling products.

The increased interest in hair loss products across all age groups that our Germany hair care market research has identified partially fuels the scalp care trend that steers purchase intent and intersects with interest in premium brands.

Hair Care in Germany Market Share and Key Industry Trends

With inflation showing no signs of slowing down, the Germany hair care market will continue to see growth over the next few years but is likely to live up to its full potential. Premiumisation can offset some of the adverse effects. Hair styling will have to bring a sense of newness or risk falling further behind.

While inflation may only hamper haircare in the future, it might bring the struggling hair styling category to its knees. Consumers might trade down on essential haircare products if their incomes are squeezed but will potentially steer away from less essential styling products altogether.

  • 41% of haircare/styling buyers are interested in products that minimise/prevent hair loss.
  • 41% of haircare/styling users plan to buy products that support their scalp health in the next 12 months.
  • 39% of Germans are pursuing mood enhancement through haircare.
  • 13% of German buyers are seeking relaxation through haircare.

Future Trends in the Women’s Haircare Germany Market

In the face of a prolonged cost-of-living crisis, there will be little value growth in women’s haircare Germany in the long-term. A greater focus on diversity and inclusion in both haircare and styling as well as going all in on social media can engage young consumer cohorts, paving the way for the future of the category.

Our Germany hair care market research also identified that a lack of innovation, especially in styling, will contribute to stagnating growth. With eco/ethical claims approaching saturation, brands will need to innovate in other areas to provide additional value to consumers. For example, connecting haircare to skincare as well as to wider health and wellness bears potential for line extensions and brand extensions.

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 haircare and hair styling.
  • Usage/purchase of haircare/styling in the last 12 months.
  • Hair textures of German women, signaling growing ethnic diversity.
  • Purchase channels which show that most buys still happen offline.
  • Purchase factors and intentions that reiterate the importance of scalp care and highlight the drive for personalisation.
  • Interest in innovation, e.g. interest in tailored solutions and anti-hair loss products.
  • Attitudes towards women’s haircare.
  • Launch activity and innovation which is focused on scalp and skincare, eco/ethical claims and the growing prestige sector.

Covered in this Report

Products: Shampoos (beauty/standard shampoos, anti-dandruff/medicated shampoos, two-in-one shampoo, dry shampoo), conditioners, masks, treatments, hot oils, serums, hair masks, sprays, styling products (mousses, gels, gel sprays, jelly, styling sprays, lotions, serums, gums, glue, paste, powders, mud, clay, waxes, creams, milks, styling water, glosses, hairsprays).

Brands: Procter & Gamble, L’Óreal, Henkel, Kao, Head 6 Shoulders, Elvital, Pantene Pro-V, Taft, Gliss Kur, Schauma, Fructis, Wahre Schätze, Guhl, Nivea, Syoss, Got2B, Elnett De Luxe, Wellaflex, Studio Line, John Frieda, Wella Deluxe, Gard, and more.

Expert Analysis from a Specialist in the Field

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

Even amid financial strain, haircare has benefited from consumer interest in skincare and wellness. Hair styling struggles to provide a sense of newness.

Susanne Krenz
Susanne Krenz
Beauty & Personal Care Research Analyst

Table of Contents


    • Key issues covered in this Report
    • Market context
    • Graph 1: household and lifestyle issues faced in the last two months, 2022
    • Mintel predicts
    • Opportunities
    • The competitive landscape
    • Graph 2: brand shares of women’s haircare, by value, 2021
    • Graph 3: brand shares of women’s hair styling, by value, 2021

    • Graph 4: key economic data, in real terms, 2019-23
    • Graph 5: household and lifestyle issues faced in the last two months, 2022

    • Usage of haircare products
    • Graph 6: women’s usage of haircare products, 2019-22
    • Graph 7: women’s usage of shampoo/conditioner bars, by age, 2021 and 2022
    • Usage of hair styling products
    • Graph 8: women’s usage of hairstyling products, 2019-22
    • Hair textures of German women
    • Purchase channels for hair products
    • Graph 9: purchase channels of women’s haircare, 2022
    • Haircare purchase intentions
    • Graph 10: purchase intentions for women’s haircare, 2022
    • Purchase factors
    • Graph 11: purchase factors in women’s haircare, 2022
    • Interest in innovation
    • Graph 12: interest in innovation in women’s haircare, 2022
    • Attitudes towards women’s haircare products
    • Graph 13: attitudes towards women’s haircare, 2022

    • Graph 14: launches in women’s haircare/styling products, by ultimate company, 2019-22
    • Graph 15: launches in haircare and styling products, by claim, 2019-22
    • Graph 16: serum launches in haircare/styling products, 2017-22
    • Advertising and marketing activity

    • Retail market share of haircare, by value, 2019-21
    • Retail market share of hair styling, by value, 2019-21

    • Retail value sales of haircare, 2017-27
    • Retail value sales of hair styling, 2017-27
    • Market segmentation

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

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