Hair preparations market in Germany

Earlier Report Observations

The market size for hair preparations in Germany increased from 375 million USD in 2018 to 400 million USD in 2019, driven by a shift in consumer preferences toward natural and organic products, which prompted manufacturers to expand and improve their offerings. However, the COVID-19 pandemic in 2020 led to the closure of retail outlets and hair salons, reducing the market size to 380 million USD as consumers turned to do-it-yourself solutions. The market size further declined to 285 million USD in 2021.

From 2022 onward, the market landscape evolved with the entry of new players such as JohnBeerens.com, which launched as an online beauty retailer with its own product label. New product segments emerged, including hair serums and beard care products, particularly in the men's grooming category. Consumer interest continued to focus on natural, organic, and sustainable hair care options, influencing product development and marketing strategies across the industry.

Production hair preparations in Germany

In value, 2017-2020, M $ US

Germany's production of hair preparations has declined for the third consecutive year. In 2020, output was valued at 1 010 million US dollars, marking a 10.4% decrease from the previous year. Over the period from 2017 to 2020, production fell by 34.1%, with a compound annual growth rate of 13.0%.

Annual dynamics of production in Germany in value, 2017-2020, M $ US

Exports hair preparations from Germany

Exports in kind, K t

Germany's exports of hair preparations have declined for the second consecutive year. In 2020, the country exported 263.7 thousand tonnes, which is 6.5% lower than in 2019. Between 2017 and 2020, exports decreased by 12%, equating to an annualized rate of 4.2%. The highest export volume was recorded in 2018 at 312.4 thousand tonnes, with the largest increase of 4.3% occurring that year. In contrast, the largest decline of 9.7% was observed in 2019.

Annual dynamics of product's exports from Germany in kind, 2017-2020, K t

From 2017 to 2020, Germany's export portfolio for hair preparations in kind was quite broad. The United Kingdom accounted for 11.3% of exports, Poland for 9.2%, and France for 7.6%. Together, these three countries represented only 28.2% of total export flows.

Structure of product's exports in kind by countries, 2017-2020

World map of product's exports from Germany in kind, 2017-2020

Exports in value, M $ US

Germany's exports of hair preparations in value terms have declined for the second consecutive year. In 2020, exports reached 1 371 million US dollars, down by 4.4% from the previous year. Over the period from 2017 to 2020, exports decreased by 2.4%, with a compound annual growth rate of 0.8%. The peak value was recorded in 2018 at 1 489 million US dollars, which also saw the largest increase of 6.0%.

Annual dynamics of product's exports from Germany in value, 2017-2020, M $ US

Throughout 2017 to 2020, Germany's exports of hair preparations in value terms were not heavily concentrated on a few key markets. The United Kingdom accounted for 9.1% of exports, Switzerland for 7.6%, and Poland for 7.2%. Collectively, these three countries made up only 23.8% of total export flows.

Structure of product's exports in value by countries, 2017-2020

World map of product's exports from Germany in value, 2017-2020

Imports hair preparations to Germany

Imports in kind, K t

Germany's imports of hair preparations in kind have increased for the second consecutive year. In 2020, imports reached 156.2 thousand tonnes, showing a slight increase of 2.4% compared to 2019. Between 2017 and 2020, imports rose by 3.2%, equating to an annualized rate of 1.1%. The lowest import volume was recorded in 2018 at 150.8 thousand tonnes, which also experienced the largest decline of 0.3%.

Annual dynamics of product's imports to Germany in kind, 2017-2020, K t

From 2017 to 2020, three key markets—France, Italy, and Poland—dominated Germany's imports of hair preparations in kind, together accounting for 51.3% of total import flows.

Structure of product's imports in kind by countries, 2017-2020

World map of product's imports to Germany in kind, 2017-2020

Imports in value, M $ US

Germany's imports of hair preparations in value terms have increased for the third consecutive year. In 2020, imports totaled 741 million US dollars, up by 4.7% from the previous year. Over the period from 2017 to 2020, imports grew by 10.1%, with a compound annual growth rate of 3.3%.

Annual dynamics of product's imports to Germany in value, 2017-2020, M $ US

From 2017 to 2020, Germany's supplier portfolio for hair preparations in value terms was broad. France contributed 23.2% of imports, the United States 9.4%, and Italy 9.3%. Together, these three countries accounted for only 41.9% of total imports, while many other countries held smaller but significant shares.

Structure of product's imports in value by countries, 2017-2020

World map of product's imports to Germany in value, 2017-2020