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) 

Love story, but true story

For several years, there is a love story between hair and French consumers.

Thanks to our national champion L’Oreal, which has always invested in research and development, new products have been launched to satisfy consumers’ needs, such as DOPAL, launched in 1933.

DOPAL was the first shampoo without any soap and affordable for everyone. DOPAL was a success and represented the beginning of innovation within the shampoo market.

At this point of time, all of the consumers discovered Innovation & Beauty.

Today, the French shampoo market still is a dynamic market (the 6^th market worldwide, just after the German shampoo market). This success is due to the ability of French large groups to strengthen their Research and Development strategies.

Moreover, French distributors increasingly propose new products offered at lower prices and called "me too" due to their similarity with other shampoos found in the market.

Here and now, let’s be focused on French shampoo consumers.

On average, a French individual use 3.6 different products for his hair, such shampoo as well as after shampoo and serum. French are also attached to diversity because they consume, on average, 2.2 different shampoos at the same time.

                                

As a matter of fact, are they all using shampoo?

      

Except if you live on Mars, almost 100% of the French population consumes shampoo, but to be completely fair and precise, 92% of French people use a shampoo and wash their hair 3 times a week.

      

Consequently, who are the 8% missing? These 8% represent French babies and the “no-poo”, i.e. people who refuse to use shampoo. Please take a look at this website encouraging you to try a new life, i.e. “a life without shampoo”.

http://echosverts.com/2014/01/31/mes-3-premiers-mois-sans-shampooing/

On average, €31 are spent monthly by French households for cosmetics and €8.4 are spent monthly in the hair care category. Interestingly, women and people having frizzy hair spend twice more on hair care products that other French consumers.

      

Now, you know who is a shampoo consumer. Have you recognized yourself? If no, is it because you are a “no-poo”?

Feel free to comment and share!