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The Europe hair care products and styling tools market size was USD 2.24 billion in 2020. The market is projected to grow from USD 2.34 billion in 2021 to USD 3.28 billion in 2028 at a CAGR of 4.94% during the 2021-2028 period. The global impact of COVID-19 has been unprecedented and staggering, with witnessing a negative impact on demand across all regions amid the pandemic. Based on our analysis, the global market exhibited a lower growth of 22.18% in 2020 as compared to the average year-on-year growth during 2017-2019. The rise in CAGR is attributable to this market’s demand and growth, returning to pre-pandemic levels once the pandemic is over
Hairdressers/ hair salons play a key role in selling a wide range of hair care products and styling tools to a brand’s customers. This product distribution platform also helps brands learn about consumer behavioral patterns and other factors that influence their buying decisions. Hair salons employ experts to help clients/users choose the right type of product based on their color preferences, hair type, and hair-related issues. As the average European consumer is willing to pay a premium on products, he/she values, brands to partner with reputed hairdressers/ salons in the forthcoming years must stay competitive. In this respect, celebrity-approved salons are likely to emerge as a prominent distribution/sales channel for hair care products and styling tools brands.
Severe Disruptions in Supply Chain Management during COVID-19 Pandemic to Slow Down Growth
With the hair salon profession demanding nearness to clients, most of the hair salons across European countries were temporarily closed as a result of the COVID-19 impact on the industry, most notably throughout 2020. The home seclusion trend across resulted in a sizable number of Europeans attempting to color and condition their hair from the comfort of their homes, most notably throughout 2020. Reliable content paired and easily accessible information online paired with various social isolation measures encouraged consumers to find new ways to experiment with their hair, which would traditionally involve professional help. Such trends or changes in consumer behavior continue to negatively impact product sales through hairdressers or hair salons across Europe.
At a macro level, consumer behavioral changes triggered by the COVID-19 crisis negatively impacted product distribution through hairdressers/hair salons in Europe. A sizable number of consumers took lockdown as an opportunity to experiment with their hair and built new at-home personal care/beauty routines. Furthermore, the temporary and permanent closures of hair salons across European countries made it challenging for brands to get to the market faster through these distribution channels, thereby transforming the competitive landscape in the hair care & styling tools space. To stay competitive, numerous industry participants attracted consumers by strengthening their online presence throughout Europe.
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Increasing Demand for Natural/Organic Ingredients in Hair Care Products
The Europe hair care products and styling tools market growth is driven by the increasing demand for product innovations, most notably in terms of ingredients used. The trend across international markets is that hair care products in European countries are increasingly manufactured using natural/organic ingredients. In this respect, recent years have witnessed an increasing trend in the employment of coconut oil, shea butter, and tea tree oils in hair care products across European markets. From a material science standpoint, the majority of hair care products sold across Europe principally modify the hair’s outer surface properties. Modifying the sub-structural components of the hair is likely to emerge as the next trend within the hair care space. In this respect, novel techniques such as sol-gel technology will gain widespread adoption in Europe in the near future.
Rising Popularity of Food-based Ingredients in Hair Care Products to Augment Growth
The haircare category has witnessed significant growth in ethical, free from, and environmental claims, highlighting the increased demand for hair products that are more sustainable/organic than conventional products. In this respect, brands are likely to focus on extending their sustainable claims to include packaging materials in the near term. Recent years have witnessed a significant demand for shea butter across European countries. Shea butter finds application in hair treatment products and has unique properties to treat dry and damaged hair. The rising demand for natural cosmetics drives the widening use of shea butter in Europe. According to the Centre for the Promotion of Imports from developing countries (CBI), Europe is the most prominent export market for shea products worldwide and estimates that the region imports approximately 250,000 tonnes of shea products annually.
Increasing Number of Hairdressers and Beauty Salons across Europe to Promote Growth
According to the report published by the National Hair & Beauty Federation (NHBF), a U.K.-based trade association for barbering, hairdressing, barbering, and beauty salon owners, more than 1,000 new hair & beauty businesses were established in the U.K. in 2020. While hairdressers and hair salons have been steadily increasing across European countries, this trend is more notable in the U.K. The snowballing growth of beauty businesses in the U.K. is attributable to various factors such as scientific advancements in haircare technology, consumer perception toward luxury & product quality, and the increasing popularity of domestic hair care & styling tools brands.
Dominance of Mass-market & Online Retailers Hampering Product Distribution through Hairdressers/Hair Salons
While the majority of hair care products and styling tools are distributed through mass-market and online retailers in Europe, major hair care and styling tools companies also focus more on developing consumer products (mass market) than on professional products. Though product distribution through hairdressers/hair salons is gaining momentum across Europe, the dominance of large retail companies in Europe, such as Schwarz Group, Aldi Einkauf GmbH & Co., Tesco PLC, Ahold Delhaize, Auchan Holding SA, Edeka Group, REWE Group, Casino Group, and J Sainsbury PLC, discourages hair care products and styling tools brands from opting for hairdressers/hair salons channel.
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Hair Care Products to Hold Major Share Backed by Increasing Product Launches in Europe
This market is segmented into hair care products (shampoos, colorants, hair treatment products, and hair growth products among others) and hair styling tools (hair dryers, hair irons/ hair stylers, hair clippers/ trimmers, and hair shavers). The hair care products segment held a dominant share of the market in 2020. According to subject-matter experts, hair straightening, perming, and coloring are popular among millennials in Europe, while hair styling treatments and coloring are the product types preferred by the older/retired population. At a macro level, the rising consumer concerns centered around dry hair is augmenting the demand for shampoos and other hair care products.
The hair styling tools segment mirrors the key market trends in the overall cosmetics sector. In this respect, established & prospective hair care products and styling tools brands need to focus on developing natural products/formulations. According to various valid sources, in the U.K. alone, there are more than 15,000 natural beauty products and more than 14,000 ingredients are certified organic. All hair care & styling tools/products distributed through various channels, including hairdressers and hair salons must be safe and are governed by various bodies such as the EU Cosmetic Regulation.
Women Segment to Account for the Highest Market Share Throughout the Forecast Timeframe
Based on end-user, the Europe hair care products and styling tools market is categorized into men and women. Though the majority of individuals who experience hair loss issues are men, professional hair care products are yet to witness widespread adoption among men in Europe, principally as majority of hair care brands have traditionally marketed their products to female consumers. The multi-billion-dollar British film and television industry offers lucrative opportunities for the hair care & styling tools/products industry to exploit the male category in the coming years. The growing obsession with youthful appearance among men and women alike will encourage hair care products & hair styling tools manufacturers to develop specific products for these consumer groups in the coming years.
The market size in Germany stood at USD 364.46 million in 2020. Germany is a prominent importer of raw materials for cosmetics, including hair care products. According to industry experts, ingredients such as essential oils, botanical extracts, and vegetable oils are gaining popularity in the hair care space in Germany. Given the increasing demand for luxury hair care products, Italy is likely to emerge as a prospective country for exporters of raw materials (ingredients) and hair care products in the coming years. The Italian market is characterized by a sizable number of domestic brands, the majority of which are small companies that cater to the local market.
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The U.K. is one of the leading consumers of hair care products and styling tools in Western Europe. The strong growth of the U.K. hair care products market is attributable to the rising consumer demand for organic beauty products. According to SWITZERLAND GLOBAL ENTERPRISE, a Switzerland-based official organization for export and investment promotion, Italy has a highly developed third-party cosmetic manufacturing sector which was estimated at 4 billion euros in 2019. France is another major European market. The ‘Made in France’ label in hair care products and styling tools remains a sign of premium quality across European countries. France is also a major exporter of hair care products in the world.
L’Oreal S.A. to Acquire Leading Position in the European Market
L’Oreal S.A emerged as the market leader in 2020 backed by a well-established distribution network across Europe. The company has more than a diversified product portfolio under various segments such as skin care & sun protection, makeup, hair care, hair coloring, fragrances, and other 36 brands and 497 product patents. The company invests a considerable amount in research and development activities. L’Oréal S.A Research & Innovation team also commits to its move toward Green Sciences.
New hair care products and styling tools brands are likely to distribute their products through sustainable/eco-friendly hair salons in Europe. An expanding population of environmentally conscious consumers makes eco-friendly hair salons popular across European countries. Some of the popular green salons in Europe, but not limited to, are Blue Tit (England), Christophe-Nicolas Biot (France), Green & Co (England), Alchemy Salon (Scotland), Grönn (England), Marie Therese (Denmark), and Tarik.D Hairdressing (Germany). Prominent industry participants typically offer a wide variety of hair dryers, hair brushes, hair colorants, hair straighteners, and other hair styling products/accessories to professional hairdressers, through professional distribution channels across North America, Europe, and countries in Asia Pacific.
An Infographic Representation of Europe Hair Care Products and Styling Tools Market
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The market research report includes qualitative and quantitative insights into the industry. It also offers a detailed analysis of the market size and growth rate for all possible segments. Various key insights presented in the report are an overview of related markets, competitive landscape, recent industry developments such as mergers & acquisitions, SWOT analysis, the supply chain analysis, and key market trends.
Value (USD Billion)
Fortune Business Insights says that the market size was USD 2.24 billion in 2020 and is projected to reach USD 3.28 billion by 2028.
Registering a CAGR of 4.94%, the market will exhibit promising growth in the forecast period (2021-2028).
Based on product, the hair care products segment is expected to lead during the forecast period.
The increasing number of hairdressers and beauty salons is the key factor driving the market growth.
Procter & Gamble, L’Oréal S.A, Wahl Clipper Corporation, Jemella Ltd, and Henkel AG & Co. KGaA are some of the leading players in the market.
Germany dominated the market in terms of share in 2020.
Based on end-user, the women segment holds a major share.
The increasing adoption of environment-friendly ingredients in hair care products is the key market trend.
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