Shampoos, hair sprays and waving or straightening preparations market in Germany

Earlier Report Observations

The market size for shampoos, hair sprays, and waving or straightening preparations in Germany expanded sharply in 2019, rising to 347.5 million US dollars from 259.6 million in 2018. This growth was followed by a contraction in 2020, when the market fell to 257.6 million, and a further decline to 233.5 million in 2021.

By 2024, the market saw the entry of new products focused on sustainability, such as L'Oréal's shampoo line with recycled plastic and waterless concentrates. Unilever expanded its portfolio with personalized subscription services using AI-driven hair analysis, while consumer preferences shifted towards premium scalp care and plant-based, bioactive ingredients.

Production shampoos, hair sprays and waving or straightening preparations in Germany

In value, 2017-2020, M $ US

In Germany, the production value of shampoos, hair sprays, and waving or straightening preparations reached 485.5 million US dollars in 2020, marking a significant 18.9% decline from the previous year. Over the period from 2017 to 2020, production fell by 41.6%, with an average annual decrease of 16.4%. The sharpest drop occurred in 2018, at 29.0%, while 2019 saw a modest increase of 1.5%.

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

Exports shampoos, hair sprays and waving or straightening preparations from Germany

Exports in kind, K t

Germany's export volume of shampoos, hair sprays, and waving or straightening preparations declined for the second year in a row. In 2020, exports stood at 138.8 thousand tonnes, down 6.6% from the previous year. From 2017 to 2020, exports decreased by 18.1%, with an average annual decline of 6.4%. The highest volume was recorded in 2018 at 170.5 thousand tonnes. The largest decrease occurred in 2019, at 12.9%, while 2018 saw a slight increase of 0.7%.

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

Between 2017 and 2020, the partner structure for exports in kind remained fragmented. Poland accounted for 12.7% of exports in kind, the United Kingdom for 8.0%, and Czechia for 7.2%, together making up only 27.9% of total flows, with no single country holding a dominant share.

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 shampoos, hair sprays, and waving or straightening preparations fell for the second consecutive year. In 2020, export value amounted to 529.5 million US dollars, a 2.1% decrease from the previous year. From 2017 to 2020, exports dropped by 8.6%, equivalent to an average annual decline of 3.0%. The peak value was in 2018 at 603.3 million US dollars. The largest decline was in 2019, at 10.4%, while 2018 saw an increase of 4.1%.

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

From 2017 to 2020, no single market dominated Germany's exports of shampoos, hair sprays, and waving or straightening preparations in value terms. Poland accounted for 9.2% of exports in value, the United Kingdom for 8.9%, and Austria for 8.0%, together representing only 26.1% of total exports, with many smaller partners each holding modest shares.

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

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

Imports shampoos, hair sprays and waving or straightening preparations to Germany

Imports in kind, K t

Germany's import volume of shampoos, hair sprays, and waving or straightening preparations rose for the second year in a row. In 2020, imports reached approximately 80.5 thousand tonnes, a controlled increase of 3.5% compared to the previous year. Over the period from 2017 to 2020, imports grew by 2.1%, with an average annual increase of 0.7%. The lowest volume was in 2018 at 73.3 thousand tonnes. The largest decline occurred in 2018, at 7.0%, while 2019 saw the biggest increase of 6.1%.

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

From 2017 to 2020, France, Poland, and Italy were the main sources for imports in kind. France accounted for 41.4% of imports in kind, Poland for 9.9%, and Italy for 8.6%, together making up 59.9% of total 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 shampoos, hair sprays, and waving or straightening preparations increased for the second consecutive year. In 2020, imports totaled 301.6 million US dollars, up 4.2% year-on-year. Between 2017 and 2020, imports rose by 6.5%, equivalent to an average annual growth of 2.1%. The lowest value was in 2018 at 273.2 million US dollars. The largest decline was in 2018, at 3.5%, while 2019 saw the highest increase of 6.0%.

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

During 2017–2020, imports in value terms of shampoos, hair sprays, and waving or straightening preparations to Germany were relatively evenly distributed. France accounted for 29.4% of imports in value, Poland for 10.3%, and the United States for 8.7%, together representing only 48.3% of total flows.

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

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