Older consumers drive haircare market in Germany: Report

Older Germans are highly passionate over caring their hair compared to any other age group, finds a new study by UK-based research firm Canadean – Health & Beauty.

The report titled ‘Consumer Trends in the Haircare Market in Germany, 2011’ reveals that about older consumers have accounted for the leading market share of 32.4%, followed only by mid-lifers at close to 18%.

Canadean’s trend analysis for 2011, however, demonstrated that consumers in Germany were more influenced by ‘better value for money’ over several other trends.

About 35% consumers have cited better value for money as the most influencing trend over their consumption, while individualism had influenced 32% followed by beauty with 21.8%.

Among the segments, the hair colorants occupied the major share with 31% in terms of value, followed by shampooat 27%, styling agents at 24%, conditioner at 14% and perms & relaxers at a mere 4%.

A similar trend was observed in volume terms as well, Canadean survey noted.

Among the educated group, Germans with specialized education post formal studies shown the lead holding market value of about 35%.

In 2011, affluent people have led the haircare market with more than 40% share, while time rich individuals stood atop with close to 31%.

According to Canadean, private label hair care products made a moderate penetration into the market, with three out of five segments touching double digit percentage.

Click here for more details of the report.