Shampoos and Conditioners - Germany - June 2009

Table of Contents

• Issues in the Market
• Definition
• Consumer research
• Abbreviations
• Market in Brief
• Steady market growth continues
• Usage of conditioners comparatively low
• High NPD activity for conditioners and treatments
• Multinationals dominate the market
• Specialisation will continue
• Internal Market Environment
• Key points
• Light hair colours predominate in Germany
  • Figure 1: Hair colour, by women, 2008
  • Figure 2: Scalp conditions prone to, by gender, 2008
• Back to normal
  • Figure 3: Trends in hair type, by women, 2004-08
  • Figure 4: Trends in hair type, by men, 2004-08
• High demand for hair protection and repair
  • Figure 5: Permed or coloured hair, by women, by age, 2008
• Keep fit
  • Figure 6: In the last month have you done any of the following and if so how often, by women, 2004-08
  • Figure 7: In the last month have you done any of the following and if so how often, by men, 2004-08
• Hair fashions influence sales
• Women choose price over brand
  • Figure 8: Purchasing behaviour for haircare, by women, 2004-08
• Broader Market Environment
• Key points
• An ageing population
  • Figure 9: Trends in German population, by age, 2003-13
• Recession could slow growth
  • Figure 10: Trends in German PDI, consumer expenditure and GDP, at current prices, 2003-08
• REACH makes suppliers work harder
• Who' s Innovating?
• Key points
• Innovation at a low
  • Figure 11: Percentage of new product launches in haircare, by country, 2006-08
  • Figure 12: Percentage of new product launches in haircare, by category, 2006-08
• Natural still leads
  • Figure 13: Number of new product launches in haircare, by positioning, 2006-08
  • Figure 14: Percenatge of new product launches in haircare, by company, 2006-08
• Market Size and Forecast
• Key points
• Market growth continues
  • Figure 15: German retail value sales of shampoos and conditioners, at current and constant prices, 2004-14
• Series extension takes off
• Anti-ageing
• Organic and natural
• Colour-specific lines
• Prospects
• Factors used in the forecast
• Segment Performance
• Key points
• Shampoos diversify
  • Figure 16: German retail value sales of shampoos and conditioners, by type, 2007-09
  • Figure 17: German retail value sales of shampoos, at current and constant prices, 2004-14
  • Figure 18: German retail value sales of shampoos, by type, 2007-09
• Conditioners and treatments
  • Figure 19: German retail value sales of conditioners and treatments, at current and constant prices, 2004-14
  • Figure 20: German retail value sales of conditioners and treatments, by type, 2007-09
  • Figure 21: German retail value sales of conditioners, by type, 2007-09
  • Figure 22: German retail value sales of conditioning treatments, by type, 2007-09
• Market Share
• Key points
• Procter & Gamble leads the market
  • Figure 23: Brands' shares in sales of shampoos and conditioners, 2007-09
• Top brands
  • Figure 24: Brands' shares in sales of shampoos, 2007-09
  • Figure 25: Popularity of shampoo brands, 2004-08
• Gliss Kur leads in conditioners
  • Figure 26: Brands' shares in sales of conditioners, 2007-09
  • Figure 27: Popularity of hair rinse/conditioner brands, 2004-08
• Pantene and Nivea compete
  • Figure 28: Popularity of intensive care treatments, 2004-08
• Companies and Products
• Beiersdorf
• L' Oréal
• Procter & Gamble
• Schwarzkopf & Henkel
• Unilever
• Channels to Market
• Key points
  • Figure 29: German retail value sales of shampoos and conditioners, by outlet type, 2007-09
• Self-service druggists lead
• Salons have a high share of at-home haircare sales
• Natural
• Discounters strong for shampoos
  • Figure 30: German retail value sales of shampoos, by outlet type, 2007-08
• Salons second for conditioners
  • Figure 31: German retail value sales of conditioners, by outlet type, 2007-08
• The Consumer -- Pan-European Overview
• Key points
  • Figure 32: Penetration and frequency of using shampoos and conditioner, by women, by country, 2008
  • Figure 33: Penetration and frequency of using shampoos and conditioner, by men, by country, 2008
• The Consumer -- Trends in Germany
• Key points
  • Figure 34: Trends in penetration of shampoo and conditioner, by women, by type, 2004-08
  • Figure 35: Trends in penetration of shampoo and conditioner, by men, by type, 2004-08
• The Consumer -- Usage
• Key points
• Appealing to ageing population
• High usage among professionals and families
• Detailed demographics
  • Figure 36: Penetration and frequency of using shampoo, by women, 2008
  • Figure 37: Penetration and frequency of using conditioner, by women, 2008
  • Figure 38: Penetration and frequency of using shampoo, by men, 2008
  • Figure 39: Penetration and frequency of using conditioner, by men, 2008
• The Consumer -- Attitudes
• Key points
• The importance of looking good
  • Figure 40: Trends in attitudes towards cosmetics and toiletries, by women, 2004-08
  • Figure 41: Attitudes towards cosmetics and toiletries, by haircare users, by women, 2008
  • Figure 42: Trends in attitudes towards cosmetics and toiletries, by men, 2004-08
  • Figure 43: Attitudes towards cosmetics and toiletries, by haircare users, by men, 2008