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

Date: 2015-09

“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.”

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