Ken Research - Germany Hair Care Market Trends | Page 2

This report brings together consumer insight and market data to provide a comprehensive brief of the German
Haircare sector. This allows for the rapid identification of key growth opportunities across five Haircare categories
and their packaging.
Scope
Analysis of consumer behavior, economic conditions, and demography reveals emerging opportunities in the
Haircare sector in Germany.
Key growth categories are highlighted by analyzing the market dynamics of five Haircare categories: Conditioner,
Hair Colorants, Perms &Relaxers, Shampoo, and Styling Agents.
Market shares are provided for the leading brands across the Conditioner, Hair Colorants, Perms &Relaxers,
Shampoo, and Styling Agents categories.
An overview of packaging trends in the German Haircare sector is provided, including primary packaging material
and type, packaging closures, and outer packaging.
Key future trends are highlighted and analyzed in order to identify opportunities and threats in the Haircare sector.
Reasons To Buy
Better Off and Older men and women have the highest consumption share of Haircare products in Germany.
However, time does not play a significant role with respect to making Haircare purchase decisions.
Hypermarkets & Supermarkets were the most popular retail format for Health & Beauty products during 2009-
2012, closely followed by Health & Beauty Stores and Drug Stores & Pharmacies.
Analysis of the change in Germany's Haircare sector between 2007 and 2017 highlights clear winners and losers.
Beauty-driven Haircare categories such as Hair Colorants and Styling Agents will lose market share to more
essential Haircare products such as Shampoo and Conditioners between 2007 and 2017.
Private label penetration is higher in essential categories such as Shampoo than in more beauty-driven categories
such as Styling Agents and Hair Colorants.
During 2007-2012, Conditioner was the only category to register positive growth. In future, Conditioner will record
positive growth and gain market share in the overall Haircare market
Key Highlights
Consumers in the current economic environment desire better value for money from their purchases, and are
either trading down to lower priced items or trading up to higher priced ones when they feel there is value in
doing so.
Demand for products that suit busy lifestyles, as well as the desire to look more beautiful, are becoming more
important among German consumers.
Consumers are also trying Haircare products to combat graying hair and keep their hair healthy, soft, and thick.
National and international brands such as Schwarzkopf and Pantene have developed a variety of product lines to
address the signs of aging hair.
Packaging plays a significant role in making products stand out on the shelf and in influencing Haircare purchases.
Rigid plastics is the most commonly used packaging type, especially for Conditioners and Shampoo, primarily
because of its low material cost and easy to handle advantages over glass containers.
Private label Haircare products are gaining importance and are poised for growth during 2012-2017. More than
one-quarter of the market by value is driven by the need to find better value for money
For more information on the market research report please refer to the below link:
https://www.kenresearch.com/consumer-products-and-retail/cosmetics-and-personal-care/trends-
developments-the-haircare-sector-germany/1118-95.html