Salon Hair Care 2009:

Europe Market Analysis and Opportunities

Fact Sheet
The Market
Hair coloring is the largest product category in Europe with an Sales and Growth of Salon Hair Care Products in Europe by Product Category, 2008 and 2009

estimated EUR 1.7 billion (USD 2.3 billion) in sales and 48.2% of 2008 2009
the total market share. There are a variety of forces at play in Hair straightening
Hair straightening
and perming products,
the salon hair care industry, including competition from prestige and perming products,
Hair coloring 4.7%
Hair coloring
products, 48.2%
4.7%
products, 47.0%
and mass brands, as well as consumers becoming more results Shampoos,
Shampoos,
13.3%
oriented and seeking problem-specific products. Hair coloring 13.7%

has displayed the highest historical growth, driven by several

Conditioners,
Conditioners,
new product launches and formula innovations. Germany is the 17.0%
16.9%

largest market for salon hair care products in Europe, while Hair styling products
Hair styling products
Russia is the smallest among the majors, but has been gaining and sprays, 17.6%
and sprays, 16.9%

the most shares over the last five years.

Sales of Professional Hair Care Products in Europe by Company, 2008 and 2009

Competitive Landscape
97.4 69.7 39.0

Procter & Gamble and L'Oréal are by far the leading marketers 2008 811 .7 767 .0 256.8 111.8 618.8

in Europe, with combined sales accounting for approximately 70.7 52.8 16.1

54% of the market. Procter & Gamble is in first position in the

European hair salon market, with about 27% market share and 89.2 64.1 33.7

is the leader in styling products and sprays. L'Oréal is the 2009 743 .1 725.0 2 47.4 108.7 586

second largest marketer, leading in the hair coloring products, 68.8 53.6 19.8

shampoos, and conditioners categories.

0 500 1,000 1,500 2,000 2,50 0 3,000 3,500

Procter & Gamble L’Oréal Hen kel Kao

Colom er Unilever Eugène Perma John Paul Mitchell Sys tems
Cos m ética Cos bar Unicos metic All o ther

Forecast sales and Growth of the Professional Hair Care Market in Europe by Segment, 2009 to 2014

Salon Statistics
The total number of salons decreases slightly, with a growing Take-home CAGR
1.9%

proportion at the lower-end of the market. Back-bar sales will

2014
advance slightly more rapidly than take-home sales, by 2.0% 2009

CAGR. With increased focus of the marketers on the education

of salon staff and introduction of many new products that meet Back-bar
CAGR
2.0%

customers' demands, the take-home segment is anticipated to

grow at a 1.9% CAGR over the next five years.
0 500 1000 1500 2000 2500 3000 3500 4000
EUR Million

Sales and Growth of the Professional Hair Care Market in Europe, 2009 to 2014

EUR Million

Future Outlook 3,050

3,000

2,950
The Kline base case sales scenario projects salon hair care 2,900

products to grow at a CAGR of 2.0% through 2014, with sales 2,850

reaching EUR 3.0 billion (USD 4.2 billion) in 2014. Shampoos 2,800

2,750
and hair coloring products will display the highest growth,
2,700
fueled by product innovation and significant marketing activity. 2,650

2,600

2,550
2009 2014

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Report #Y357L.02 | © 2010 Kline & Company, Inc.