European Shampoo Market Size & Share Analysis - Growth Trends & Forecasts (2024 - 2029)

The Report Covers Europe Shampoo Market Size & Trends and it is Segmented By Form (Liquid Shampoo, Dry Shampoo, and Shampoo Bars), By Functionality (Antihairfall, Antidandruff, Multifunctionality, and Other functionalities), By Category (Conventional and Free-Form), By End User (Adults and Kids), By Distribution Channel (Supermarkets/Hypermarkets, Specialty Stores, Salons, Convenience Stores, Drug Stores, Pharmacies, Online Stores, and Other Distribution Channels) and By Geography (United Kingdom, Germany, France, Italy, Spain, Russia and Rest of Europe). The market size and forecasts for the shampoo market are provided in terms of value (USD million) for all the above segments.

Europe Shampoo Market Size

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Europe Shampoo Market Summary
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Study Period 2019 - 2029
Base Year For Estimation 2023
Forecast Data Period 2024 - 2029
Historical Data Period 2019 - 2022
CAGR 4.10 %
Market Concentration Low

Major Players

Europe Shampoo Market Major Players

*Disclaimer: Major Players sorted in no particular order


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Europe Shampoo Market Analysis

The Europe Shampoo Market is projected to grow at a CAGR of 4.1% over the next five years.

  • The demand for different types of shampoos for various hair-related problems with multifunctionality is expected to drive the shampoo market owing to the increasing prevalence of hair disorders such as hair fall, oily hair, and many others, thus meeting the consumer's challenges. The players have started customizing and introducing shampoo according to consumer needs, further boosting the market revenue. 
  • Additionally, companies are reaching out to consumers through various distribution channels, such as online and other distribution channels. For instance, according to an e-commerce database organization (2021), amazon is by far the biggest online store in Germany. Approximately 50% of all beauty brands in the country have their own online stores, and some also operate through Amazon stores.
  • One of the key elements that are leading to the growth of the Europes dry shampoo market has the unique selling point of removing oil from the scalp without the use of water is fueled by fast-paced lifestyles, long workdays, cold climate, particularly across Northern Europe and a preference for living in heavily polluted cities.
  • Moreover, consumers increasingly prefer items made with natural components. As a result of linking synthetic compounds such as sulfates and parabens to frizzy hair, flaky scalps, and split ends, they are being avoided by consumers. For instance, in January 2021, the Estée Lauder Companies Inc. (Aveda), the plant-powered hair care brand, announced that all of its hair care, hair color, body care, makeup, and aroma products are 100% vegan in response to the growing demand for cruelty-free hair care products.

Europe Shampoo Market Trends

This section covers the major market trends shaping the Europe Shampoo Market according to our research experts:

Rising Popularity of Natural and Organic Shampoos

  • A high percentage of European consumers base their purchase decisions on the type of ingredients available in hair care formulations. Over the past few years, consumers worldwide have been increasing their awareness of the harmful effects of certain compounds, such as paraben and aluminum compounds, present in hair care products. These compounds tend to disturb the scalp's natural pH levels, resulting in hair damage, breakout, dry scalp, and improper growth, among other problems.
  • However, organic and natural shampoos do not interfere with the alkaline acid levels in the scalp, thus preventing damage to the hair. This factor has increased the demand for natural and organic hair care products and is expected to boost the market's growth in the coming years.
  • Furthermore, purchases are made based on a product's efficacy, duration of protection, and clinical properties. As a result, several hair care product manufacturers have been focused on incorporating nature-inspired ingredients, such as plant-inspired and premium botanical ingredients, coupled with multi-functional properties to increase the appeal of their formulations among consumers.
  • Organic and natural products are emerging as significant product segments in the European hair care market. With rising awareness regarding scalp-related issues and hair fall, consumers are increasingly inclined towards herbal and natural hair care solutions.
  • Data from the National Health Statistics from 2022 indicate that about 8 million women in the United Kingdom experience hair loss. Manufacturers continuously expand their product portfolio with evolving consumer needs for shampoo products comprising natural ingredients.
  • For example, in February 2021, Hain Celestial Group's brand Jason launched plant-based shampoo plus conditioner for men. Moreover, consumers are looking for shampoos infused with oils, including blended formulations and pure organics, thus, providing healthy fixes for dry and damaged hair.
Europe Shampoo Market : Sales Value of Certified Organic Health and Beauty Products, (In GBP million), United Kingdom, 2017-2021

Germany Holds a Significant Share in the Market

  • Consumers in the country face varied hair care-related problems, among which hair loss and oily scalp are the most common. Moreover, according to the National Health Science (2022), 96 to 93% of consumers in Germany, France, and Italy are concerned regarding environmental pollution in their country, which affects hair health, and 36% of European consumers identify pollution as a major source of aggression on skin and hair damage.
  • These problems are mainly due to weather conditions and pollution, which lead consumers to shampoo their hair daily, removing the natural oils in the hair or scalp. Thus, the sebum glands produce more oil, turning the scalp oily. This creates immense demand for damage control and thinning control hair care products, like shampoo, conditioner, hair oil, and diverse portfolio.
  • As a result, various international hair care brands, like Procter and Gamble and Unilever PLC, compete to capture a significant share in the segment studied by retailing a wide range of damage-control hair care products. Additionally, the market has witnessed a steady increase in consumer demand for zero-waste or recyclable products owing to growing awareness regarding climate change and an increased desire to improve sustainability. Younger consumers are driving interest in sustainability and eco-friendliness, while consumers across demographics and a large section of the ex-pat population are concerned about potential health risks from using chemicals in products. Furthermore, the manufacturers leverage online platforms optimally by selling their products through their own websites and listing the products on popular e-retailing websites to improve their brand visibility and reachability.
Europe Shampoo Market : Number of Companies using Organic labels, Germany, 2017-2021

Europe Shampoo Industry Overview

The Europe Shampoo market is highly competitive, with various international and domestic players. Some major global shampoo market players are L'Oréal SA, Unilever PLC, The Procter & Gamble Company, and Kao Corporation, among others. The key players have been embarking on partnerships, mergers and acquisitions, and product innovations as their key strategies to achieve consolidation and optimize their offerings. These players have been merging with local players to gain dominance in the local markets. In the market studied, established major brands that claim to be natural, organic, and involved in sustainable practices have been witnessed to achieve higher penetration across retail shelves and online channels.

Europe Shampoo Market Leaders

  1. L'Oreal SA

  2. The Procter & Gamble Company

  3. Kao Corporation

  4. Unilever PLC

  5. The Estee Lauder Companies Inc.

*Disclaimer: Major Players sorted in no particular order

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Europe Shampoo Market News

  • September 2022, Estée Lauder Companies and Balmain entered a partnership to launch Balmain beauty, a line of luxury beauty products. Under the agreement, the companies will work together to develop, produce and distribute the product line that appeals to affluent consumers worldwide, including in Europe.
  • September 2021: Shiseido's Drunk Elephant expanded its distribution channels by introducing its product lines to Ulta beauty stores online and offline. The product line includes the brand's skincare range and hair care products, including CocominoGlossing Shampoo, CocominoMarula Cream Conditioner, and Wild Marula Tangle Spray, among others.
  • In August 2021, TRESemmé (Unilever PLC) announced the launch of its natural hair care range, Pro Pure, in the United Kingdom, available in three shampoo and conditioner pairings: Damage Recovery, Radiant Colour, and AirlightVolume. The company's United Kingdom website lists the ingredients for the Damage Recovery products, which include Macadamia Oil and Wheat Protein, to help repair hair damage and impart shine. The products are also dye-free and paraben-free.

Europe Shampoo Market Report - Table of Contents


    1. 1.1 Study Assumptions & Market Definition

    2. 1.2 Scope of the Study




    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    3. 4.3 Porter's Five Forces Analysis

      1. 4.3.1 Threat of New Entrants

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Bargaining Power of Suppliers

      4. 4.3.4 Threat of Substitute Products

      5. 4.3.5 Intensity of Competitive Rivalry


    1. 5.1 Form

      1. 5.1.1 Liquid Shampoo

      2. 5.1.2 Dry Shampoo

      3. 5.1.3 Shampoo Bars

    2. 5.2 Functionality

      1. 5.2.1 Antihairfall

      2. 5.2.2 Antidandruff

      3. 5.2.3 Multifunctionality

      4. 5.2.4 Other Functionalities

    3. 5.3 Category

      1. 5.3.1 Conventional

      2. 5.3.2 Natural/Free-Form (vegan, organic etc.)

    4. 5.4 End-user

      1. 5.4.1 Adults

      2. 5.4.2 Kids

    5. 5.5 Distribution Channel

      1. 5.5.1 Hypermarkets/Supermarkets

      2. 5.5.2 Specialty Stores

      3. 5.5.3 Salons

      4. 5.5.4 Pharmacies/Drug Stores

      5. 5.5.5 Convenience Stores

      6. 5.5.6 Online Retail Stores

      7. 5.5.7 Other Distribution Channels

    6. 5.6 Geography

      1. 5.6.1 United Kingdom

      2. 5.6.2 Germany

      3. 5.6.3 Russia

      4. 5.6.4 France

      5. 5.6.5 Italy

      6. 5.6.6 Spain

      7. 5.6.7 Rest of Europe


    1. 6.1 Most Adopted Strategies

    2. 6.2 Market Share Analysis

    3. 6.3 Company Profiles

      1. 6.3.1 L'Oreal S.A

      2. 6.3.2 Wella Company (Briogeo Hair Care)

      3. 6.3.3 The Procter & Gamble Company

      4. 6.3.4 Unilever PLC

      5. 6.3.5 The Estee Lauder Companies Inc.

      6. 6.3.6 Kao Corporation

      7. 6.3.7 Henkel AG & Company. KGaA

      8. 6.3.8 Shiseido Co., Ltd.

      9. 6.3.9 Beiersdorf AG

    4. *List Not Exhaustive

**Subject to Availability
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Europe Shampoo Industry Segmentation

The most popular hair care cosmetics category is shampoo, a basic hair care product. The shampoo is used to wash the scalp and hair by eliminating surplus sebum, dandruff, environmental dust, and product residue.

The Europe shampoo market is segmented by form, functionality, category, end user, distribution channel, and geography. By form, the market is segmented into Liquid Shampoo, Dry Shampoo, and shampoo bars). By functionality, the market is segmented into anti-hair fall, antidandruff, multifunctionality, and other functionalities. By category, the market is segmented into conventional and free-from). By end user, the market is segmented into adults and kids. By distribution channels, the market is segmented into supermarkets/hypermarkets, specialty stores, convenience stores, pharmacies and drug stores, online stores, and other distribution channels. By geography, the market is segmented into the United Kingdom, France, Germany, Italy, Spain, Russia, and the rest of Europe. 

For each segment, the market sizing and forecast have been done based on value (in USD million).

Liquid Shampoo
Dry Shampoo
Shampoo Bars
Other Functionalities
Natural/Free-Form (vegan, organic etc.)
Distribution Channel
Specialty Stores
Pharmacies/Drug Stores
Convenience Stores
Online Retail Stores
Other Distribution Channels
United Kingdom
Rest of Europe
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Europe Shampoo Market Research FAQs

The Europe Shampoo Market is projected to register a CAGR of 4.10% during the forecast period (2024-2029)

L'Oreal SA, The Procter & Gamble Company, Kao Corporation, Unilever PLC and The Estee Lauder Companies Inc. are the major companies operating in the Europe Shampoo Market.

The report covers the Europe Shampoo Market historical market size for years: 2019, 2020, 2021, 2022 and 2023. The report also forecasts the Europe Shampoo Market size for years: 2024, 2025, 2026, 2027, 2028 and 2029.

European Shampoo Industry Report

Statistics for the 2024 European Shampoo market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. European Shampoo analysis includes a market forecast outlook to 2029 and historical overview. Get a sample of this industry analysis as a free report PDF download.

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European Shampoo Market Size & Share Analysis - Growth Trends & Forecasts (2024 - 2029)