Europe Shampoo market is expected to reach USD 7.5 billion by 2023, witnessing a flat growth during the forecast period. Western Europe holds the dominant share in Europe Shampoo market. About 1868 million units of Shampoo consumed in 2017, which is witnessing a negligible growth rate during the forecast period. Innovation such as convenient pack size, value-added ingredients in the product and growing demand for natural shampoo has fueled the Shampoo market growth. However, the declining hair washing trend among women have affected the market growth.

Declining Hair Washing Among Women

Consumers are likely to wash their hair less often and cut down on salon visit due to increased concern about the harmful effect of chemicals on hair. Despite declining, hair care market in countries such as the UK, shampoos, and conditioners were least affected comparatively. Shampoo market in the UK is witnessing a volume CAGR of 0.1% during the forecast period. About 40% of the women in the UK wash their hair less in 2017 compared to the previous year.

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Moreover, women likely to keep their hair unwashed for up to 4 days with one in 20 women leave it unwashed for ten days. About 86% of the British women wash their hair weekly which affected the shampoo market size. The increased fashion for long hair in France helped to maintain the shampoo consumption volume in the country.

Central Europe Driving Shampoo Sales

Poland and Ukraine are the fastest growing market for hair shampoo in Central and Eastern Europe registering a value CAGR of 3.1% and 7.1% respectively. Western Europe such as Belgium, Finland, and Switzerland observed a declining trend in the market. The growing demand for natural and botanical ingredients have driven the shampoo market. About 41% of European consumers are willing to pay extra for active ingredients in the hair care products. There is a growing trend of co-wash products in the region which has affected the shampoo market. Co-wash is mainly used as a conditioner and an alternative to shampoo to avoid skin irritants due to sodium lauryl sulfate which is present in shampoo.

Key Developments

September 2017 - L’Oréal Russia expanded its plant in Kaluga region with the expansion of its production line L’Oréal Paris and Garnier skincare. The region is ideal for supply to central Russia. With the sales of USD 680 million, L’Oréal is the market leader in Russia. The Europe Shampoo market is competitive with a large number of multinational player competing for market share. New product innovation focus on active and botanical ingredients is the main strategy adopted by players.

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Companies Mentioned: Procter & Gamble Co., L`Oreal S.A., Unilever Plc, Henkel AG & Co KGaA, Beiersdorf Ag, Revlon, Inc., Kao Corporation, Johnson & Johnson Services Inc., Colgate-Palmolive Company, Dr. Kurt Wolff Gmbh & Co., Yves Rocher International

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