The Overall Shampoo Market !

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According to a study of Datamonitor in 2009, the shampoo market represents approximately $3 billion in France. Let’s notice that although the market benefited from a 1,1% compounded rate over the 2005-2009 period, the analysis company forecasts the growth to be negative over the 2009-2014 period, reaching a – 0,8% rate and $2,9 billion. So, we can qualify this market as a mature one.

Let’s take a closer look at the various actors on the shampoo market. We can notice that the major actor is L’Oréal S.A with the possession of half market shares: 54,5%.  The Procter & Gamble Company follows L’Oréal in market shares terms, owing 10,3% of the market. Henkel KGaA occupies the third position with 8,5% of the market. Unilever, Johnson & Johnson, Eugeneperma, Beiersdorf, private labels and smaller companies share the 26,8% remaining market shares.

Market shares in 2009:

France shampoo market share: % share, by value, 2009
Company	% Share
L’Oréal S.A.	54,5%
Procter & Gamble	10,3%
Henkel KGaA	8,5%
Others	26,8%
Total	100%

 

Concerning outlets, shampoos are sold in several touch points. First of all, they are sold in supermarkets and hypermarkets (Carrefour, Casino, Géant, Intermarché…). We will study in an article later how companies organize their brands in shelves. For the majority of consumers (51,6%), they buy their shampoo in supermarkets but others prefer buying theirs at specialist retailers’ (34%) like at hairdressers’ for instance or in pharmacies or drugstores for 8,3% of them.

Market distribution in 2009:

France shampoo market distribution: % share, by value, 2009
Channel	% Share
Supermarkets/Hypermarkets	51,6%
Specialist Retailers	34,0%
Pharmacies/Drugstores	8,3%
Others	6,2%
Total	100%