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Market Analysis : Shampoo and hair conditioner

CS

Cécile SENG

Transcript

Market Analysis : Shampoo and hair conditioner

Analysis of the offer

Brands in the market

Production and distribution's actors

Products characteristic in the market

  • Market has different types of product
  • Products change according to the person
  • Depending on type of hair

Introduction

http://www.planetoscope.com/hygiene-beaute/435-consommation-de-shampoings-en-france.html

  • 186 billion of shampoos are sold every year
  • 1st consumer of shampoo in Europe
  • French > spend 8.3€ per bottle
  • 92% of french people > use shampoo 3 times a week
  • Turnover : 505 billion euros

THANK YOU FOR LISTENING

Conclusion

  • 25% of the cosmetic-hygiene market
  • France > the exeption
  • + 2.1% in value
  • +0.1% in volume
  • 180 million shampoo sold every year in France
  • 510,000 everyday > 6 every second

Demand analysis

Motivation and habits of purchases

  • Women buy more hair conditioner than men
  • Special shampoo for kids
  • According a importance to the packaging
  • Market of shampoo is segmented in different parts
  • Concentrate in sails in supermarket. > 90% buy their products in supermarket
  • 6 shampoo per seconds > 500 000 per day
  • French household spend 85€ for hair care product.

Consumer's profile

  • Market: as many types of products as types of needs
  • To respond to the demand -> brands have introduced new products
  • Garnier; Aim: generalize beauty and hair care to everyone
  • Since 1934, DOP -> has followed every step of the life of every consumer (kid -> seniors)
  • Men using + products corresponding to their type of hair : not a “shampoo for all type of hair” -> New range: Men Expert Elseve, L’Oréal. Head & Shoulders: specialized in anti-dandruff shampoo (used + or – by men)

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