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Synthèse
The global shampoo market has been growing at a steady rate and is expected to reach 30.69 billion USD by 2024, growing at a CAGR of 3.76% between 2019 and 2024. Demand is driven by growing awareness of hair health and the increasing incidence of hair-related problems aggravated by stress and pollution. Asia-Pacific holds a significant share of the market, dominating with almost a third of global sales. Although the French market has seen a slight decline due to changes in hair-washing habits for health and ecological reasons, dynamic segments such as natural and ultra-premium products are recording strong growth in demand. Major companies such as L'Oréal, Henkel and P&G, as well as large retailers, dominate the market. Exports of shampoos to France outstripped imports with a coverage rate of 260.3% in 2018, indicating the strength of French brands in the international market.
Despite the downward trend in frequency of use, women remain the main consumers of shampoo in France, with a preference for products tailored to specific hair needs. Men's shampoo consumption has fallen less sharply, and they tend to use shampoo slightly more frequently than women. Shampoo variants are increasingly diversified and adapted to different hair types, textures and conditions. In particular, online sales are gaining in popularity, with greater consumer satisfaction compared to traditional retail channels, indicating a possible shift in consumer buying behavior towards e-commerce platforms in the future.
changing consumer preferences and trends in the shampoo market
In the dynamic landscape of the shampoo market, several key consumer trends and behaviors emerge from the analysis. Women, traditionally the main consumers of shampoo, are seeing their frequency of use decline. This change is due to a growing awareness of the damage that excessive hair washing can cause, and the trend towards a more sustainable lifestyle. Despite this trend, women still represent a significant segment of the shampoo market, with 15 to 20 million of them using shampoo 2 to 3 times a week. Men, meanwhile, are also reducing the frequency of their hair washes, but at a slower pace than women: 10 to 15 million men use shampoo for normal hair, and 5 to 10 million opt for anti-dandruff products. The market itself is characterized by the strong presence of heavyweights such as L'Oréal, which dominates a considerable share of the market with a diversified brand portfolio.
Despite the general decline in shampoo market volume in France, demand for natural products and the ultra-premium segment is on the rise. These segments offer a lucrative opportunity for market players to offset the stagnation of the traditional market. Distribution channels are also evolving. While supermarkets and hypermarkets dominate with 83% of sales, online retailing is gaining ground. The e-commerce space shows high consumer satisfaction, with over 50% of consumers ordering hair care products online. In terms of offering, traditional supermarket brands are continually being challenged by natural and ultra-premium products that appeal to environmentally conscious consumers and those seeking luxury in personal care. These products, often available in perfumeries or parapharmacies, command higher prices and are seen as a key growth driver in the market.
Overall, the French shampoo market is in transition, with consumer preferences shifting towards more sustainable, higher-value products. Brands able to adapt to these new trends, focus on natural ingredients and take advantage of the growth of e-commerce will benefit from this evolving landscape.
Key players in the global shampoo market
The shampoo market features several major players and a number of emerging competitors characterized by niche and differentiated product offerings. The landscape is dominated by well-known brands that have become synonymous with hair care.
- Groupe L'Oréal - L'Oréal is the undisputed market leader in shampoos, with a broad portfolio of brands. Brands such as Elseve, Ultra Doux by Garnier, Fructis and Dop are flagship brands that offer a wide range of hair care products and have acquired a solid consumer base worldwide.
- Unilever - Unilever, one of the world's largest FMCG companies, has also consolidated its position in the hair care sector. Its extensive product ranges offer a variety of shampoos to meet different hair needs and textures, demonstrating strong market coverage.
- Procter & Gamble (P&G) - Owner of the famous Head & Shoulders brand, P&G maintains a significant market share thanks to its scientifically-proven anti-dandruff shampoos. Its offer includes other brands such as Pantene and Herbal Essences, which remain popular with consumers.
- Henkel - German multinational Henkel maintains its position in the shampoo market, particularly in Europe, with brands such as Schwarzkopf and Syoss, which have a loyal following. Its business covers both traditional shampoos and innovations in the hair care segment.
- Johnson & Johnson - Best known for its gentle baby shampoos, Johnson & Johnson targets a niche market interested in gentle, safe hair care products for young consumers. In addition to these giants, specialist companies such as
- Dessange International and Caudalie penetrate more exclusive, high-end markets. They offer high-end hair care solutions that are generally found in professional hairdressing salons and high-end retailers.
- Companies such as La Roche-Posay and Avène, owned respectively by L'Oréal and the Pierre Fabre group, cater to consumers with sensitive skin, offering hypoallergenic products widely recommended by dermatologists.
- Léa Nature and Weleda. These brands emphasize environmentally-friendly practices and ingredients of natural origin, and have carved out a place for themselves among health- and sustainability-conscious consumers. The shampoo sector is not devoid of disruptive newcomers.
- Nuoo and Just are adopting innovative, often consumer-oriented, business models.
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- Nombre de pages : 30 pages
- Format : Version digitale et PDF
- Dernière mise à jour : 16/04/2024
Sommaire et extraits
1 Market overview
1.1 Definitions and scope of study
Shampoo is a hair care product, generally in the form of a viscous liquid, used for cleansing the hair. Most of the time, these products are prepared by coupling a surfactant - a surfactant that enables liquids to be washed and emulsified with water - with a co-surfactant, which reinforces the action of the main surfactant.
Special shampoos are also available for people with dandruff, color-treated hair, certain hair types, gluten or wheat allergies , or a preference for natural products.
The global shampoo market is expected to grow at a rapid rate of 2.6% per year to 2027 due to the increasing prevalence of hair-related disorders such as dandruff, hair loss, greasy hair, dry hair, itching and many others. These disorders are reinforced by more stressful lifestyles and more polluted environments. Asia-Pacific is the dominant region for shampoos, with almost a third of the global market. In France, the sector is less buoyant, with a slow decline in the market over the last two or three years.
However, there are several very dynamic segments in the French shampoo market. Demand for natural products and ultra-premiums is rising sharply, and these can provide interesting leverage for players wishing to compensate for declining market volumes.
The main players in this market are FMCG groups such as L'Oréal, Henkel and P&G, and retailers such as Leclerc, Carrefour and Intermarché.
1.2 Key figures for the global market
Growth and market size
The global shampoo market is expected to reach $**.* billion in ****, with a CAGR of +*.*% forecast for the period ****-****...
Global shampoo market World, ****-*****, in billions of euros Source: ****
A promising segment
Dry shampoos are also expected to grow over the next few years, reaching $*.* billion in ...
1.3 A market in difficulty in France
Fragrance and toiletries manufacturing market France, ****-****, in billions of euros Source: ****
Despite fluctuations, sales show an overall upward trend, rising from ***.** billion euros in November **** to ***.** billion euros in December ****. However, analysis of the change in value reveals periods of growth and decline, suggesting volatility in consumption patterns or external ...
1.4 France, a net exporter of shampoos
Shampoos are registered under HS code ****** "Hair preparations; shampoos" in the UN Comtrade nomenclature.
French shampoo exports rose by **% between **** and ****, from $*** million to $*** million. Imports also climbed **.*% from ***.* to ***.* million euros. The coverage rate (***) of this market was ***.*% in ****, which means that France exports around *.* times as much shampoo as ...
2 Demand analysis
2.1 A strong gender distinction in demand dynamics
Women, leading shampoo consumers despite falling indicators
Usage by gender
While the distribution by sex is homogeneous in the French population, women's shampoos have significantly more users than men's shampoos. This is probably due to the less systematic use of shampoo by male consumers than by female consumers.
Theremain the leading ...
2.2 General determinants and consumption habits
The impact of the pandemic on consumer habits
Successive confinements did little to alter hair care habits, with **. *% of consumers maintaining the same level of attention to their hair. Approximately *.*% of consumers reduced their hair care, motivated mainly by the desire to avoid potentially harmful products. On the other hand, these ...
2.3 France's favourite shampoo brands
The graph below is based on OpinionWay's survey of French consumers' favorite brands in March ****. These are respondents' answers to the question "Do you like this or that brand of shampoo?" for each brand, with the percentage corresponding to the proportion of respondents who answered "yes".
Garnier Ultra Doux is the ...
2.4 Most popular shampoos in France
The choice of shampoo depends on a number of characteristics, including hair variety, hair color and hair type (***). In addition, shampoo brands tend to offer different products for different genders.
Shampoos for normal hair and color-treated hair are the most widely used shampoos for women, with over *.* million consumers each. Shampoos ...
2.5 Recent trends caused by a tightening of the average budget
Figures that hide the risk of hygiene insecurity?
Poll: Would you say that the current economic context is prompting you to limit and reduce (***) your consumption of hygiene products? France, ****, in Source: ****
The "Hygiene and Precariousness" barometer reveals growing concern about the increase in hygiene precariousness in France. Working-class people and ...
2.6 The role of environmental impact in determining demand
The boom in solid shampoos
The market for solid cosmetics is booming, with sales of ** million euros in ****, despite an *.*% fall on **** but a **% increase on ****. Solid shampoos in particular are enjoying strong growth, with *.* million buyers in **** and a penetration rate of *.*%, compared with just *% in ****. Although sales of soaps ...
3 Market structure
3.1 A concentrated market dominated by L'Oréal
Market share
L'Oréal dominated the shampoo market in **** with its Elseve, Ultra Doux (***). The overall market is therefore concentrated, with six groups accounting for almost three-quarters of sales.
Market share in value of leading hair care brands (***) France, ****, in Source: ****
3.2 Distribution and channels of cosmetics sales
Breakdown
Sales of hair care products account for one-fifth of the market's cosmetics sales, still behind skin care, which dominates the market.
Breakdown of cosmetics sales France, ****, in percent Source: ****
Distribution channels
According to Alioze, supermarkets still dominate the market, accounting for almost **% of sales. However, their influence is diminishing year ...
3.3 The evolution of e-commerce
E-commerce is increasingly favored by the French , as the following graph shows: although the average amount spent has fallen slightly, the number of transactions has risen sharply, from ** to **.
Amount spent on e-commerce per user France, ****-****, in euros/transaction and number of transactions per year Source: ****
In addition, hygiene and ...
3.4 Production, number of plants and geographical breakdown
We use NAF code **.**Z "retail sale of perfumes and beauty products in specialized stores", which includes shampoos, to obtain an order of magnitude for the evolution of French production and the number of establishments selling shampoos.
Size of the perfume and toiletries manufacturing market France, ****-****, in billions of euros Source: ...
4 Offer analysis
4.1 Shampoo composition and product types
Shampoo composition is governed by the International Nomenclature of Cosmetic Ingredients (***).
Demineralized water is the main ingredient, accounting for **-**% of the composition and acting as a solvent. Washing agents, between **% and **% of the composition, dissolve the grease entrained with the water. Shampoos also contain foaming agents (***) and preservatives, mandatory to ...
4.2 Highly variable prices on the shampoo market
On average, a shampoo costs between €* and €*.
The list below shows the prices of shampoos offered by various brands on the Nocibé platform:
Shampoo prices vary widely, as the above list shows.
Generally speaking, shampoos sold in supermarkets range from €* per liter for private labels to over €*** per liter for premium ...
4.3 Supply trends
New product launches
After successfully launching deodorants, young startup Respire is now tackling the shampoo market with the launch of a solid shampoo enriched with plant oils and vegan ingredients. The product is made from **% natural ingredients. The launch of this product is particularly revealing of the demand for this type ...
5 Regulations
5.1 European legislation
Regulation ****/**** of the European Parliament dated November **, **** governs cosmetic products within the European Union. This law was created to prevent and protect consumers from potential health hazards. It imposes four criteria before cosmetic products can be marketed:
Each product must have a Product Information File (***), containing all analyses, tests, manufacturer's documents, ...
5.2 Endocrine disruptors
Some shampoos and hair care products may contain endocrine disruptors. These molecules act on the hormonal balance of numerous species, and are accused of undesirable health effects.
The UFC Que choisir? association has launched an application called Quelcosmetic? which lists all cosmetics products. Users can check their product simply by scanning ...
5.3 Packaging legislation
France
A decree published on April *, **** imposes a minimum proportion of reused packaging to be placed on the market each year, in accordance with Article L. ***-* of the Environmental Code as amended by the AGEC Act. from January *, ****, this decree will apply to packaging manufacturers, producers, importers, distributors and other ...
6 Positioning the players
6.1 Segmentation
- Unilever
- Henkel
- Dessange International
- Vichy
- NAOS Bioderma
- La Roche-Posay
- Eau Thermale d'Avène (Pierre Fabre Groupe)
- Nuoo (Haco)
- Juste
- Horace
- Eugène Perma
- Kérastase (L'Oreal)
- Garnier (L'Oréal)
- Laboratoire Native- Alès Groupe (marques Phyto, Lierac, Roger & Gallet, Jowae)
- Leonor Greyl
- Dop (L'Oréal)
- Head & Shoulders (Procter & Gamble)
- Cadum (L'Oréal)
- Cristophe Robin
- Rogé Cavaillès
- Schwarzkopf (Henkel Groupe)
- Unbottled
- Lamazuna
- Les savons de Joya
- Le Petit Marseillais (Johnsons & Johnson Santé Beauté)
- Umaï
- Loubaio
- 900.care
- Végétalement Provence
Liste des graphiques
- Marché mondial des shampooings
- Marché du shampooing sec
- Marché du shampoing
- Nombre de personnes utilisant du shampoing pour femme, par type d'utilisateur
- Types de marques de shampoing privilégiés par les femmes
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Dernières actualités
Végétalement Provence veut déployer son réseau de boutique - 23/04/2024
- Marque de cosmétiques initialement capillaire conçue pour les salons de coiffure professionnels
- Nombre de salons de coiffure et instituts sous enseigne Végétalement Provence : 22 (dont deux en Australie)
- Part des ventes de produits dans le chiffre d’affaires de Végétalement Provence : 50%
- Part de la production régionale de Végétalement Provence : 50%
- Montant de la levée de fonds effectuée en 2021 : 6 millions d'euros
- En France, Végétalement Provence est distribuée dans 650 points de vente (1 000 dans le monde)
Unbottled accélère le déploiement de ses boutiques - 13/04/2024
- - Un deuxième point de vente a été ouvert rue des Abbesses, à Paris.
- - La marque vise à être référencée dans environ 500 pharmacies d'ici fin 2024.
- - Le chiffre d'affaires (CA) de l'année 2023 a dépassé les 10 millions.
- - La marque espère enregistrer une croissance à deux chiffres pour l'année en cours.
Le choix atypique de 900.care pour produire ses cosmétiques à diluer - 28/03/2024
- La marque qui vend sur abonnement du shampoing, du gel douche et de la lessive en format solide et rechargeable
- Le fonds suisse Lombard Odier et les actionnaires historiques investissent 21 millions d'euros.
- 25 salariés
- Les capsules solides de gel douche, de shampoing et les pastilles de dentifrice ont triplé le chiffre d'affaires en 2023 pour atteindre 10 millions d'euros.
- Objectif à 100 millions d'ici à 2028.
Henkel enregistre une croissance de 4,2 % pour un chiffre d'affaires de 21,5 milliards d'euros - 05/03/2024
- Chiffre d'affaires du groupe à Düsseldorf pour 2023 : 21,5 milliards d'euros
- - Taux de croissance organique du groupe pour 2023 : 4,2 %
- - Chiffre d'affaires de la division grand public pour 2023 : 10,5 milliards d'euros
- - Chiffre d'affaires de la division adhésive pour 2023 : 10,8 milliards d'euros
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