German Haircare Market Growth and Research Report German Haircare Market | Page 3

Shampoo is the most valuableHaircare product in the German market, followed by Styling Agents and
Hair Colorants. Perms &Relaxers have the smallest share of the market at less than 4%.
Haircare distribution in Germany is fragmented, with the Three largest retailers of Haircare products
accounting for 60% of the market.
Private label penetration in the Haircare market in Germany is relatively low, with private labels most
successful in Styling Agents with 18% penetration rate. The only two other categories where penetration
exceeds 10% are Shampoo and Conditioner.

1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups
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1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Exchange Rates
1.2.6 Population Profiles (for interpretation of tables and charts)

2 Methodology
2.1 Introduction
2.2 Initial data are based on a large scale, international program of online consumer surveys
2.3 Demographic groups tracking provides time series data

3 Consumer Segmentation, Group Value and Trend Influence
3.1 Cohort Groups and Haircare Market Value