Some Key Figures

Brands are really strong in this market. Indeed, private labels only represent 5% of the overall market, which is really low, and especially when we compare the part of private labels in the shampoo category to other mass-market categories; there, private labels represent around 35%.

The second important key indicator is that L'Oréal is the leader of the market with +/- 52% of market share in value.

By segment, “cosmetics” (more for women), “family” (for all), and then “dandruff” (more for men) segments are the main purchasers of shampoos.

If we look at the SASS market (Shampoo + After Shampoo & Serum), we can notice that, in 2012, around 203 products were sold, representing 632 millions of Euros.

In the SASS market, shampoos represent 77% of the market in volume and 70% in value, which means that other products are more expensive and increase slightly the revenue model of each brand. Consequently, to launch a product, it is necessary to create an assortment of products including extra products, such as after shampoo and serum.

Those Data are from IRI CAM 2012 (HM+SM EXCLUDING HD)