Market Trends of Germany Hair Care Industry
This section covers the major market trends shaping the Germany Hair Care Market according to our research experts:
Growing Appeal for Organic and Natural Products
Consumers with sensitivity tend to look for natural and fragrance-free products. There has been a growing shift toward fragrance-free products in European countries like Germany. Wherein according to research by Battelle Memorial Institute and Silent Spring Institute, the analysis of 18 commonly used products like relaxers, hair root stimulators, and anti-frizz products detected 66 chemicals with potentially toxic effects. The key driver in the market is the desire for a presentable personal image among consumers, which also leads to their awareness of personal hygiene habits. The consumer's growing concern about their health and hygiene as a long-term investment enhanced the demand for natural or organic products across the country. Such factors compelled manufacturers to improve their product offerings to match consumer requirements.
Furthermore, the increasing trend of organic concept stores for organic products among consumers is also anticipated to enhance the growth of natural and organic hair care products in the market. For instance, OXO has its operations in Berlin, Germany. They claim to provide hair salons with a clean, safe, and long-lasting flat iron processing that straightens curls, eliminates frizz, and repairs damaged hair; OXO created a specially formulated organic hair treatment for its customers.
Shampoo Holds a Major Market Share
The favorable economic circumstances in the country allow consumers to afford the usually higher-priced consumer products, which results in improving the health and wellness of consumers. The country's cosmeceutical industry (including the hair care market) is based on product innovation and new product launches where consumers' inclination toward natural and organic products is expected to have a high possibility of witnessing growth. The products with natural ingredients (under the 'free-from' labeling) are anticipated to scale the market for cosmeceuticals.
Consumers in the country prefer more variety in their hair care products, ranging from braids to weaves, to chemical treatments, to other drastic style changes. Dry shampoos are expected to revolutionize the hair care industry in the region. Moreover, consumers are looking for shampoos infused with oils, including blended formulations and pure organics, thus, providing healthy fixes for dry and damaged hair. The demand for shampoos is growing, due to a rising prevalence of disorders related to hair, such as dandruff, hair fall, oily hair, dryness of hair, itchiness, and many others. The growth of the shampoo market is also supported by a changing lifestyle and growing urbanization, along with increasing environmental pollution. Also, the introduction of innovative products, such as herbal shampoos, along with employing aggressive marketing strategies will also boost the growth of the shampoo market. Also, the trend of using different types of shampoos for different hair-related problems will give a fillip to the market of shampoos. Therefore, the sales of shampoos have increased significantly.
Apart from this, the market in the country is driven by the presence of prominent players such as Beiersdorf AG, Henkel, and various other companies. Being domestic players, these companies are aware of the consumer preferences in the country and are launching new products at regular intervals.
