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Market Focus: Trends and Developments in the Haircare Sector in Germany

  • February 2014
  • -
  • GlobalData
  • -
  • 42 pages

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Product Synopsis

This report provides a concise overview of the Haircare market in Germany. After reading this report, you will understand the size of the market, the economic, demographic, and behavioral trends that will drive its evolution and the leading companies within the market, allowing you to plan effectively for the future.

Introduction and Landscape

Why was the report written?
This overview of the consumer and market dynamics of the German Haircare sector allows new entrants and established companies to gain rapid and comprehensive insight into the current state of the market and identify the key trends that will drive growth in the coming years.

What is the current market landscape and what is changing?
Categories that are essential for hair health and hygiene such as Conditioner and Shampoo will register positive value and volume growth between 2012 and 2017. Conversely, less essential categories such as Hair Colorants and Styling Agents will decrease in value during the same period.

What are the key drivers behind recent market changes?
An aging population and increasing demand for natural products will drive sales of Haircare products between 2012 and 2017. Meanwhile, private label Haircare products are gaining importance and are poised for growth during 2012-2017. Poor consumer sentiment, brought about by the recent economic downturn, had led to consumers purchasing private label products in greater numbers as they offer greater volumes at a lower price.

What makes this report unique and essential to read?
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.

Key Features and Benefits

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 andRelaxers, Shampoo, and Styling Agents.

Market shares are provided for the leading brands across the Conditioner, Hair Colorants, Perms andRelaxers, 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.

Key Market Issues

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 and Supermarkets were the most popular retail format for Health and Beauty products during 2009-2012, closely followed by Health and Beauty Stores and Drug Stores and 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

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