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Summary of our market study
The French shampoo market is valued at €520 million.
The global shampoo market is estimated at 31 billion USD, with an average annual growth rate of 4%.
Women, who are the main consumers of shampoo, are seeing their frequency of use decline. 15 to 20 million women use shampoo 2 to 3 times a week. 10 to 15 million men use shampoo for normal hair, and 5 to 10 million opt for anti-dandruff products.
The market is dominated by multinationals such as L'Oréal, Henkel and P&G
Supermarkets and hypermarkets dominate with 83% of sales.
Traditional brands face competition from natural and ultra-premium products, often available in perfumeries and parapharmacies.
France's trade balance is in strong surplus.
Global shampoo market players
- L'Oréal Group - Elseve, Ultra Doux by Garnier, Fructis and Dop
- Unilever
- Procter & Gamble (P&G) - Head & Shoulders, Pantene and Herbal Essences.
- Henkel - Schwarzkopf and Syoss.
- Johnson & Johnson - known for its gentle baby shampoos
- Dessange International and Caudalie penetrate more exclusive, high-end markets.
- La Roche-Posay and Avène, belonging respectively to L'Oréal and the Pierre Fabre group, target consumers with sensitive skin
- Léa Nature and Weleda. These brands emphasize environmentally-friendly practices
- Nuoo and Just
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Summary and extracts
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 Groupe
- 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
List of charts presented in this market study
- Global shampoo market
- Dry shampoo market
- Shampoo market
- Number of people using women's shampoo, by type of user
- Types of shampoo brands preferred by women
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Latest news
Unilever in talks with funds to sell Ben & Jerry's and Magnum for 18 billion euros - 22/07/2024
- overall, ice cream will account for just 13% of sales in 2023 (59.6 billion euros)
Unilever to cut 3,200 jobs by the end of 2025 - 16/07/2024
- Total number of job cuts announced: 7,500 people
- - Number of job cuts in Europe: 3,200 people
- - Percentage of European employees affected: one-third
- - Main locations affected: London and Rotterdam
- - Disposal of ice cream division planned by end 2025: current value around 8 billion euros
- - Offer received for Knorr-branded liquid soups business in France: from the Sill Entreprises group
- - Announced sale of Elida Beauty subsidiary: completion scheduled for 2024
- - Sale of Dollar Shave Club brand: to Nexus Capital Management
Unbottled accelerates its store rollout - 13/04/2024
- - A second outlet has been opened on rue des Abbesses, in Paris.
- - The brand aims to be listed in around 500 pharmacies by the end of 2024.
- - Sales for 2023 exceeded 10 million euros.
- - The brand hopes to record double-digit growth for the current year.
The atypical choice of 900.care to produce its dilutable cosmetics - 28/03/2024
- The brand that sells shampoo, shower gel and laundry detergent in solid and refillable formats on a subscription basis
- Swiss fund Lombard Odier and historical shareholders invest 21 million euros.
- 25 employees
- Solid capsules for shower gel, shampoo and toothpaste triple sales in 2023 to 10 million euros.
- Target of 100 million by 2028.
Henkel reports 4.2% growth for sales of 21.5 billion euros - 05/03/2024
- Group sales in Düsseldorf to 2023: €21.5 billion
- - Group organic growth rate for 2023: 4.2
- - Consumer business sales in 2023: 10.5 billion euros
- - Adhesive division sales 2023: 10.8 billion euros
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