Europe Hair Care Market is expected to portray moderate growth over the forecast period. Moderate growth in the market is expected in light of the prevailing state of the European hair care market, which is marked by the presence of many established brands with considerable product offerings at varying price points, and the prevailing penetration of hair care products. In addition, to the prevailing penetration of hair care products, the market is also marked by the presence of own-label brands, which have carved a niche for themselves and have added to the competition in the market.
Given the state of competition and the penetration level of hair care products, players are expected to focus on delivering more value to consumers, tailoring products to address specific needs, and offer products with natural ingredients. Consumers are reaching out for natural products which are more rewarding and potentially less unsafe than synthetic products that actually end up damaging the hair. Consumers nowadays take an active interest in constituents of hair products that are a turnaround solution from lurking pitfalls associated with synthetic hair care products.
The various hair care product categories comprise of shampoos, conditioners, hair styling agents and colorants. Among the various categories, shampoos command the major share of the market, a trend which is expected to continue over the forecast period as well. The category is followed by hair colorants category in the European hair care market.
Addressing common complaints associated with hair growth such as dandruff and split-ends, companies are adopting a goal-oriented approach to solve these distressing problems associated with hair growth. Restraints in Europe Hair Care market mainly are due to recessionary trends in a backdrop of economic downslides which results in consumers postponing their discretionary spending. This ends up causing a low turnout of people who are out to buy hair care products. Besides, the European hair care market is subject to cosmetic safety regulations, which highlight the ingredients to be used in these products.
Among the various countries in Europe, UK, Germany, and France command a mjor share of the market. In the UK, the market is subject to competitive pricing where consumers look for value bundle offerings. The Germany hair care products market follows a similar pattern in terms of price competition and is largely identified with product promotions and price discounts. Companies active in the Germany hair care market are focusing on niche products, including expansion of organic labels. In France, the market remained competitive on price front, where the a relative growth is expected in products which target the specific needs of consumer depending of their demographic need.
Among the various distribution channel, offline channel tends to dominate the market, with online continuing to underline relative high growth. The trend is expected to continue over the forecast period, as retailers continue to strengthen their omnichannel capabilities and online touchpoints.
Hair care market in the Europe remains competitive with the presence of products across the various price points. While price competition remains inevitable in the market, new product launches specifically targeted at addressing the needs of consumers are expected to witness growth in the market. Competition is further aggravated with the growing prevalence of own-labels which have considerable adoption among consumers. Over the coming years, active players are expected to strengthen their online presence and work towards consolidating various touchpoints with consumers. Some of the leading players in the hair care market in the region include Procter & Gamble, Unilever, Henkel, and L’Oreal.
Research Support Specialist, USA