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MarketLine Industry Profile
Global Haircare
February 2019
Reference Code: 0199-2242
Publication Date: February 2019
WWW.MARKETLINE.COM
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Global - Haircare 0199 - 2242 - 2018
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EXECUTIVE SUMMARY
Market value
The global haircare market grew by 5.2% in 2018 to reach a value of $72,730.7 million.
Market value forecast

In 2023, the global haircare market is forecast to have a value of $92,298.5 million, an increase of 26.9% since 2018.
Market volume
The global haircare market grew by 4% in 2018 to reach a volume of 14,569.5 million units.
Market volume forecast

In 2023, the global haircare market is forecast to have a volume of 17,329.7 million units, an increase of 18.9% since
2018.
Category segmentation
Shampoo is the largest segment of the global haircare market, accounting for 41.4% of the market's total value.
Geography segmentation
Asia-Pacific accounts for 36.9% of the global haircare market value.
Market share
Procter & Gamble is the leading player in the global haircare market, generating a 17.2% share of the market's value.
Market rivalry
Competition within the haircare market is boosted by the presence of international incumbents holding a strong position
within consumer products markets globally.
Global - Haircare 0199 - 2242 - 2018

TABLE OF CONTENTS
Executive Summary ....................................................................................................................................................... 2
Market value............................................................................................................................................................... 2
Market value forecast ................................................................................................................................................. 2
Market volume............................................................................................................................................................ 2
Market volume forecast .............................................................................................................................................. 2
Category segmentation .............................................................................................................................................. 2
Geography segmentation ........................................................................................................................................... 2
Market share .............................................................................................................................................................. 2
Market rivalry.............................................................................................................................................................. 2
Market Overview ............................................................................................................................................................ 7
Market definition ......................................................................................................................................................... 7
Market analysis .......................................................................................................................................................... 7
Market Data ................................................................................................................................................................... 8
Market value............................................................................................................................................................... 8
Market volume............................................................................................................................................................ 9
Market Segmentation ................................................................................................................................................... 10
Category segmentation ............................................................................................................................................ 10
Geography segmentation ......................................................................................................................................... 11
Market share ............................................................................................................................................................ 12
Market distribution .................................................................................................................................................... 13
Market Outlook ............................................................................................................................................................. 14
Market value forecast ............................................................................................................................................... 14
Market volume forecast ............................................................................................................................................ 15
Five Forces Analysis .................................................................................................................................................... 16
Summary .................................................................................................................................................................. 16
Buyer power ............................................................................................................................................................. 17
Supplier power ......................................................................................................................................................... 18
New entrants ............................................................................................................................................................ 20
Threat of substitutes................................................................................................................................................. 22
Degree of rivalry ....................................................................................................................................................... 23
Leading Companies ..................................................................................................................................................... 24
Global - Haircare 0199 - 2242 - 2018

Henkel AG & Co. KGaA ........................................................................................................................................... 24
L'Oreal SA ................................................................................................................................................................ 28
The Procter & Gamble Co ........................................................................................................................................ 31
Unilever N.V. ............................................................................................................................................................ 34
Methodology................................................................................................................................................................. 37
Industry associations ................................................................................................................................................ 38
Related MarketLine research ................................................................................................................................... 38
Appendix ...................................................................................................................................................................... 39
About MarketLine ..................................................................................................................................................... 39
Global - Haircare 0199 - 2242 - 2018

LIST OF TABLES
Table 1: Global haircare market value: $ million, 2014–18 ............................................................................................ 8
Table 2: Global haircare market volume: million units, 2014–18 .................................................................................... 9
Table 3: Global haircare market category segmentation: $ million, 2018 ..................................................................... 10
Table 4: Global haircare market geography segmentation: $ million, 2018 .................................................................. 11
Table 5: Global haircare market share: % share, by value, 2018 ................................................................................. 12
Table 6: Global haircare market distribution: % share, by value, 2018 ........................................................................ 13
Table 7: Global haircare market value forecast: $ million, 2018–23 ............................................................................. 14
Table 8: Global haircare market volume forecast: million units, 2018–23 .................................................................... 15
Table 9: Henkel AG & Co. KGaA: key facts ................................................................................................................. 24
Table 10: Henkel AG & Co. KGaA: key financials ($)................................................................................................... 25
Table 11: Henkel AG & Co. KGaA: key financials (€)................................................................................................... 25
Table 12: Henkel AG & Co. KGaA: key financial ratios ................................................................................................ 26
Table 13: L'Oreal SA: key facts .................................................................................................................................... 28
Table 14: L'Oreal SA: key financials ($) ....................................................................................................................... 29
Table 15: L'Oreal SA: key financials (€) ....................................................................................................................... 29
Table 16: L'Oreal SA: key financial ratios..................................................................................................................... 29
Table 17: The Procter & Gamble Co: key facts ............................................................................................................ 31
Table 18: The Procter & Gamble Co: key financials ($) ............................................................................................... 32
Table 19: The Procter & Gamble Co: key financial ratios ............................................................................................. 32
Table 20: Unilever N.V.: key facts ................................................................................................................................ 34
Table 21: Unilever N.V.: key financials ($) ................................................................................................................... 35
Table 22: Unilever N.V.: key financials (€) ................................................................................................................... 35
Table 23: Unilever N.V.: key financial ratios ................................................................................................................. 35
Global - Haircare 0199 - 2242 - 2018

LIST OF FIGURES
Figure 1: Global haircare market value: $ million, 2014–18 ........................................................................................... 8
Figure 2: Global haircare market volume: million units, 2014–18 ................................................................................... 9
Figure 3: Global haircare market category segmentation: % share, by value, 2018 .................................................... 10
Figure 4: Global haircare market geography segmentation: % share, by value, 2018 ................................................. 11
Figure 5: Global haircare market share: % share, by value, 2018................................................................................ 12
Figure 6: Global haircare market distribution: % share, by value, 2018 ....................................................................... 13
Figure 7: Global haircare market value forecast: $ million, 2018–23............................................................................ 14
Figure 8: Global haircare market volume forecast: million units, 2018–23 ................................................................... 15
Figure 9: Forces driving competition in the global haircare market, 2018 .................................................................... 16
Figure 10: Drivers of buyer power in the global haircare market, 2018 ........................................................................ 17
Figure 11: Drivers of supplier power in the global haircare market, 2018 .................................................................... 18
Figure 12: Factors influencing the likelihood of new entrants in the global haircare market, 2018 ............................... 20
Figure 13: Factors influencing the threat of substitutes in the global haircare market, 2018 ........................................ 22
Figure 14: Drivers of degree of rivalry in the global haircare market, 2018 .................................................................. 23
Figure 15: Henkel AG & Co. KGaA: revenues & profitability ........................................................................................ 26
Figure 16: Henkel AG & Co. KGaA: assets & liabilities ................................................................................................ 27
Figure 17: L'Oreal SA: revenues & profitability ............................................................................................................. 30
Figure 18: L'Oreal SA: assets & liabilities..................................................................................................................... 30
Figure 19: The Procter & Gamble Co: revenues & profitability ..................................................................................... 33
Figure 20: The Procter & Gamble Co: assets & liabilities ............................................................................................. 33
Figure 21: Unilever N.V.: revenues & profitability ......................................................................................................... 36
Figure 22: Unilever N.V.: assets & liabilities ................................................................................................................. 36
Global - Haircare 0199 - 2242 - 2018

MARKET OVERVIEW
Market definition
The haircare market consists of retail sales of conditioner, hair colorants, hair loss treatments, perms and relaxers, salon
hair care, shampoo and styling agents. The market is valued according to retail selling price (RSP) and includes any
applicable taxes. All currency conversions used in the creation of this report have been calculated using constant annual
average 2018 exchange rates.
For the purpose of this report, the global figure comprise North America, South America, Europe, Asia-Pacific, the Middle
East, and South Africa.
The Americas comprises Argentina, Brazil, Canada, Chile, Colombia, Mexico, Peru and the US.
North America comprises Canada, Mexico, and the US.
South America comprises Argentina, Brazil, Chile, Colombia and Peru.
Europe comprises Austria, Belgium, Bulgaria, the Czech Republic, Denmark, Finland, France, Germany, Greece,
Hungary, Ireland, Italy, the Netherlands, Norway, Poland, Portugal, Romania, Russia, Slovakia, Spain, Sweden, Turkey,
Ukraine, and the UK.
Scandinavia comprises Denmark, Finland, Norway, and Sweden.
Asia-Pacific comprises Australia, China, Japan, Indonesia, Malaysia, New Zealand, the Philippines, Singapore, South
Korea, Hong Kong, Taiwan, and Thailand.
The Middle East comprises Saudi Arabia, Egypt, Israel and the UAE.
Market analysis
The global haircare market experienced strong growth during the review period (2014–2018). The growth of the market
is expected to follow a similar trend over the forecast period (2018–2023).
A myriad of factors have contributed to growth in this market. In developing countries, rapid urbanization, the growth of
the middle class, and increasing disposable income have driven demand for haircare products, particularly in India and
China. Moreover, demand for premium products with multiple benefits is increasing, which also supports market growth.
However, economic challenges during the review period in countries such as Brazil and France affected overall market
growth, meaning it wasn't as strong as it could have been.
The global haircare market had total revenues of $72,730.7m in 2018, representing a compound annual growth rate
(CAGR) of 4.8% between 2014 and 2018. In comparison, the Asia-Pacific and US markets grew with CAGRs of 7.4%
and 3.2% respectively, over the same period, to reach respective values of $26,804.4m and $13,117.7m in 2018.
Market consumption volume increased with a CAGR of 4.1% between 2014 and 2018, to reach a total of 14,569.5 million
units in 2018. The market's volume is expected to rise to 17,329.7 million units by the end of 2023, representing a CAGR
of 3.5% for the 2018–2023 period.
Shampoo sales accounted for the highest value in the global haircare market in 2018, with total sales of $30,140.6m,
equivalent to 41.4% of the market's overall value. In comparison, sales of conditioner reached a value of $15,378.2m in
2018, equating to 21.1% of the total market value.
The performance of the market is forecast to follow a similar pattern with an anticipated CAGR of 4.9% for the five-year
period 2018–2023, which is expected to drive the market to a value of $92,298.5m by the end of 2023. Comparatively,
the Asia-Pacific and US markets will grow with CAGRs of 7.0% and 3.2% respectively, over the same period, to reach
respective values of $37,664.9m and $15,361.1m in 2023.
Global - Haircare 0199 - 2242 - 2018

MARKET DATA
Market value
The global haircare market grew by 5.2% in 2018 to reach a value of $72,730.7 million.
The compound annual growth rate of the market in the period 2014–18 was 4.8%.
Table 1: Global haircare market value: $ million, 2014–18
Year $ million € million % Growth

2014 60,186.7 50,962.0
2015 62,820.1 53,191.8 4.4%
2016 65,747.5 55,670.5 4.7%
2017 69,145.7 58,547.9 5.2%
2018 72,730.7 61,583.4 5.2%
CAGR: 2014–18 4.8%
SOURCE: MARKETLINE MARKETLINE
Figure 1: Global haircare market value: $ million, 2014–18
Global - Haircare 0199 - 2242 - 2018

Market volume
The global haircare market grew by 4% in 2018 to reach a volume of 14,569.5 million units.
The compound annual growth rate of the market in the period 2014–18 was 4.1%.
Table 2: Global haircare market volume: million units, 2014–18
Year million units % Growth

2014 12,392.3
2015 12,833.3 3.6%
2016 13,381.7 4.3%
2017 14,010.8 4.7%
2018 14,569.5 4.0%
CAGR: 2014–18 4.1%
Figure 2: Global haircare market volume: million units, 2014–18
Global - Haircare 0199 - 2242 - 2018

MARKET SEGMENTATION
Category segmentation
Shampoo is the largest segment of the global haircare market, accounting for 41.4% of the market's total value.
The Conditioner segment accounts for a further 21.1% of the market.
Table 3: Global haircare market category segmentation: $ million, 2018
Category 2018 %
Shampoo 30,140.6 41.4%
Conditioner 15,378.2 21.1%
Hair colorants 11,575.6 15.9%
Styling agents 8,594.0 11.8%
Salon hair care 4,854.7 6.7%
Perms & relaxers 1,395.2 1.9%
Other 792.4 1.1%
Total 72,730.7 99.9%
Figure 3: Global haircare market category segmentation: % share, by value, 2018
Global - Haircare 0199 - 2242 - 2018

Geography segmentation
Asia-Pacific accounts for 36.9% of the global haircare market value.
Europe accounts for a further 23.8% of the global market.
Table 4: Global haircare market geography segmentation: $ million, 2018
Geography 2018 %
Asia-Pacific 26,804.4 36.9
Europe 17,298.2 23.8
United States 13,117.7 18.0
Middle East 1,498.0 2.1
Rest of the World 14,012.4 19.3
Total 72,730.7 100.1%
Figure 4: Global haircare market geography segmentation: % share, by value, 2018
Global - Haircare 0199 - 2242 - 2018

Market share
Procter & Gamble is the leading player in the global haircare market, generating a 17.2% share of the market's value.
L`Oreal S.A. accounts for a further 16.2% of the market.
Table 5: Global haircare market share: % share, by value, 2018
Company % Share
Procter & Gamble 17.2%
L`Oreal S.A. 16.2%
Unilever 14.4%
Henkel AG & Co. KGaA 5.7%
Other 46.5%
Total 100%
Figure 5: Global haircare market share: % share, by value, 2018
Global - Haircare 0199 - 2242 - 2018

Market distribution
Hypermarkets & Supermarkets form the leading distribution channel in the global haircare market, accounting for a
39.3% share of the total market's value.
Parapharmacies/Drugstores accounts for a further 11.4% of the market.
Table 6: Global haircare market distribution: % share, by value, 2018
Channel % Share
Hypermarkets & Supermarkets 39.3%
Parapharmacies/Drugstores 11.4%
Health & Beauty Stores 10.1%
Convenience Stores 10.0%
Other 29.2%
Total 100%
Figure 6: Global haircare market distribution: % share, by value, 2018
Global - Haircare 0199 - 2242 - 2018

MARKET OUTLOOK
Market value forecast
In 2023, the global haircare market is forecast to have a value of $92,298.5 million, an increase of 26.9% since 2018.
The compound annual growth rate of the market in the period 2018–23 is predicted to be 4.9%.
Table 7: Global haircare market value forecast: $ million, 2018–23
Year $ million € million % Growth

2018 72,730.7 61,583.4 5.2%
2019 76,191.8 64,514.0 4.8%
2020 79,968.3 67,711.7 5.0%
2021 83,909.0 71,048.5 4.9%
2022 88,021.8 74,530.9 4.9%
2023 92,298.5 78,152.1 4.9%
CAGR: 2018–23 4.9%
Figure 7: Global haircare market value forecast: $ million, 2018–23
Global - Haircare 0199 - 2242 - 2018

Market volume forecast
In 2023, the global haircare market is forecast to have a volume of 17,329.7 million units, an increase of 18.9% since
2018.
The compound annual growth rate of the market in the period 2018–23 is predicted to be 3.5%.
Table 8: Global haircare market volume forecast: million units, 2018–23
Year million units % Growth

2018 14,569.5 4.0%
2019 15,089.9 3.6%
2020 15,634.4 3.6%
2021 16,192.4 3.6%
2022 16,759.0 3.5%
2023 17,329.7 3.4%
CAGR: 2018–23 3.5%
Figure 8: Global haircare market volume forecast: million units, 2018–23
Global - Haircare 0199 - 2242 - 2018

FIVE FORCES ANALYSIS
The haircare market will be analyzed taking manufacturers of haircare products as players. The key buyers will be taken
as retailers, and manufacturers of chemical ingredients as the key suppliers.
Summary
Figure 9: Forces driving competition in the global haircare market, 2018
Competition within the haircare market is boosted by the presence of international incumbents holding a strong position
within consumer products markets globally.
Players' scale economies, global reach, and investments in product development and brand identity make them
formidable incumbents for prospective new entrants to challenge.
The threat of substitution comes mostly from homemade alternatives and counterfeit products. However, such
substitutes usually do not offer the same effect as the products provided by branded cosmetics and only fulfill basic
requirements.
There are possibilities regarding product differentiation within this market, considering hair type, ethnicity, age, cultural
practices, climate, fashion trends, and even economics. Some of the claims on shampoos and conditioners mimic those
found in the skin care market, including hydration and damage repair. However, it is the end-users’ brand loyalty that
determines retailers’ stocking decisions.
The quality of raw materials in this market is highly important. Health scares and the possible dangers of synthetic
chemicals used in beauty and personal care products can cause an increase in consumer demand for safer and
healthier alternatives, and their interest in product quality and safety issues.
New entrants have the chance to enter niche segments of the market, for example, by offering handmade specialty
haircare products, products combating the signs of hair aging, and repairing badly damaged and over processed hair, or
eco-friendly products that have gained increased popularity.
Global - Haircare 0199 - 2242 - 2018

Buyer power
Figure 10: Drivers of buyer power in the global haircare market, 2018
The main distribution channel in the global haircare market is hypermarkets and supermarkets, accounting for 39.3% of
the total sales in 2018. These buyers have considerable bulk-purchasing power, and are in a position to negotiate
favorable prices, as switching costs are not particularly high. Only the customers' loyalty to the product deters the buyers
from turning to cheaper players, weakening their power to some extent.
It is often a practice of larger buyers to provide private-label brands, which can be considered a form of backward
integration. Forward integration is not likely; however, some market players enter the retail market with specialized
services. For example, Henkel and L'Oreal not only offer a wide range of specialized haircare products, but also run
many of their own salons.
The main players have developed broad portfolios of brands targeted at different consumer segments and price points.
Hair products can be differentiated to emphasize certain features of the hair and maintain its various shapes or protect it
from high temperatures. High product differentiation in the market, together with forward vertical integration, reduces
buyer power.
Furthermore, end-user loyalty to manufacturer brands tends to weaken the buyer power of retailers. However, the fact
that many buyers offer a wide range of products, with haircare products constituting a small part of their business,
strengthens buyer power.
Overall, buyer power is assessed as moderate.
Global - Haircare 0199 - 2242 - 2018

Supplier power
Figure 11: Drivers of supplier power in the global haircare market, 2018
Suppliers in the haircare market include manufacturers of chemical ingredients, such as foam boosters, thickeners,
conditioning agents, preservatives, modifiers, special additives, vegetable oils and other ingredients used in the
production of cosmetics. Silicones are recognized as multifunctional ingredients in a variety of hair care products. Due to
their specific set of chemical and physical properties, silicones are used to condition hair, add shine, make combing
easier, provide color protection, help guard against damage from heat styling, enhance hair strength, repair damaged
hair, moisturize, aid curl retention, control frizz, add volume, or reduce volume.
The main active ingredients of haircare products are surfactants, which are typically derived from petrochemicals.
However, the increasing scarcity of oil and subsequent increases in the prices of surfactants have led some players to
increase their use of palm oil as an alternative raw material.
The quality of many of the raw materials is highly important. Health scares and the possible dangers of synthetic
chemicals used in beauty and personal care increase consumer demand for safer and healthier alternatives and
increase their interest in product quality and safety issues. This also serves to weaken supplier power to some extent.
Chemicals used in supplies must be of a standard suitable for manufacturing consumer products. It is important for
market players to focus on environmentally friendly ingredients which perform well, while at the same time following the
latest trends. This heightens the need for research amongst both players and suppliers, which is costly, thus decreasing
supplier power. Any ingredients used must be proven safe and, in many countries, must be approved by a regulatory
body, for example the Food and Drug Administration (FDA) in the US. This can weaken supplier power as they must
prove that they can fulfil these criteria, although suppliers who have a proven track record may see their bargaining
position strengthened.
Plastic, glass and metal (for aerosols) packaging is an additional input for the industry; companies offering these
products are generally small in comparison to major personal products companies, and their supplier power is
correspondingly reduced.
For some chemicals there are no substitutes, which increases supplier power. However, there are generally several
alternative products within each ingredient category, which reduces players' dependence on any particular supplier.
Global - Haircare 0199 - 2242 - 2018

Haircare products constitute a relatively small part of the chemical and packaging companies' total operations,
strengthening supplier power.
Overall, supplier power is assessed as moderate.
Global - Haircare 0199 - 2242 - 2018

New entrants
Figure 12: Factors influencing the likelihood of new entrants in the global haircare market, 2018
The main manufacturers within the haircare market are large international companies such as Procter & Gamble,
L'Oréal, Unilever and Henkel. These players sell their products on a global scale, and invest heavily in both product
innovation and building wide portfolios and brand recognition. Therefore new entrants face formidable competition.
The strongest driver of trends in consumer markets is the new generation of consumers, who are more informed through
the use of new technologies, and less loyal to historical brands. A new sharing culture is being created through social
media and it puts more pressure on companies to create premium consumer shopping experiences. Even long
established brands need to compete harder to grow their customer base and have to fight the challenge of becoming
outdated. On the other hand, by catering to specific customers’ needs, i.e. by offering value, new engaging experiences,
or product innovation, players can capitalize on these trends and attract buyers.
Newcomers may be able to start on a small scale, such as niche companies. Targeting male haircare users may prove
lucrative, as there is growing interest in personal care products among male users.
Hair care manufacturers often go into collaborations with designers and celebrities in order to build their brand
awareness and attract new customers. For example, Unilever, together with hair professionals such as Thomas Taw and
Yuko Yamashita, co-created numerous hair ranges for Sunsilk. Mirroring the skin care market, hair products have been
developed specifically for the mature markets. The largest haircare manufacturers introduce new products combating the
signs of aging hair and repairing badly damaged and over processed hair, e.g. Dove Pro-age, L’Oréal Elvive and P&G
Pantene Expert Collection. There is also increasing demand for eco-friendly products, especially in developed, mature
Western markets. For example, P&G targeted this area with its Pro-V Natural Fusion line of shampoos and conditioners,
packaged in a sugarcane-based bottle.
Mergers and acquisitions also represent a way to build market share in emerging markets. By applying the strategy of
micro-segmentation, major players are able to launch niche products into new markets and reduce the opportunities for
new entrants.
Global - Haircare 0199 - 2242 - 2018

Moreover, product diversification can expand a manufacturer’s consumer base. In mature markets, shampoo and
conditioner manufacturers cannot attract new users to products as everyone already uses shampoos and conditioners,
so therefore they target their product to a specific group or demographic e.g. the specific needs of brunettes as opposed
to those of red heads. Products can be differentiated by the addition of extra benefits, such as ultraviolet (UV) protection,
to help add value and justify higher prices. As the haircare market becomes increasingly saturated, personalized and
targeted products will become more popular.
Haircare products are generally sold in high volume to virtually all consumers, suggesting that scale economies in
manufacturing are likely to be important to the margins of players. Entering the market requires a new player to establish
production facilities, which means significant capital outlay on machinery and factories.
New entrants will also need to persuade retailers, who are well aware of their importance in the distribution chain, to
stock their products. This may be difficult with a limited marketing budget available to attract consumers.
Entering cosmetic markets can also present a number of obstacles due to the different regulatory requirements in each
country; i.e. certain cosmetics are classified as cosmetics in some countries, while in others the same products are
regulated as over the counter drugs or quasi-drugs.
Strong market growth during the review period will encourage newcomers. Overall, there is a moderate likelihood of new
entrants.
Global - Haircare 0199 - 2242 - 2018

Threat of substitutes
Figure 13: Factors influencing the threat of substitutes in the global haircare market, 2018
Substitutes for consumer haircare products include soaps and traditional or homemade hair cleaning agents.
Domestically made haircare products can prevent users from exposure to some potentially allergenic ingredients.
However, such homemade alternatives require time and specific knowledge regarding product composition to prepare
them. Furthermore, such substitutes may not offer the same effect as the products provided by branded cosmetics and
may only fulfill basic requirements.
Counterfeit cosmetics constitute a serious substitutive threat for retail outlets and manufacturers, offering the benefit of a
much lower price, though at the potential cost of a lower quality product.
Overall, the threat of substitutes is assessed as very weak.
Global - Haircare 0199 - 2242 - 2018

Degree of rivalry
Figure 14: Drivers of degree of rivalry in the global haircare market, 2018
The global haircare market is relatively concentrated, with large multinational companies, Procter & Gamble, L'Oreal,
Unilever and Henkel, holding 53.5% of the market share by value in 2018. However, there are some smaller
manufacturers present, especially in developing regions, as well as large retailers with their own private-label offerings in
the market.
One of the biggest challenges for the consumer products market is the decline of traditional distribution channels. Fewer
consumers shop in traditional brick and mortar stores every year and this trend is expected to continue, as internet
shopping is accelerating and creating more competition. To stay profitable, leading companies need to find ways, other
than price discounting, to drive shoppers to select their brands and products.
As most players own their own production facilities, fixed costs are relatively high and, as a successful presence in the
market requires significant capital outlay to finance fixed assets, the rivalry level is enhanced. The switching costs for
buyers are rather insignificant here, but retailers are usually unwilling to switch between market players, as their
customers will seek the brands to which they are accustomed.
Furthermore, the diverse product range produced by the leading market players, including other personal care products,
household products and food, reduces their reliance on the haircare market, easing competition. Market innovations,
such as ethnic haircare and other niche products, decrease the degree of rivalry further, enabling manufacturers to
strengthen their position.
Strong market growth during the review period decreases the level of competition. Overall, rivalry is assessed as strong.
Global - Haircare 0199 - 2242 - 2018

LEADING COMPANIES
Henkel AG & Co. KGaA
Table 9: Henkel AG & Co. KGaA: key facts
Head office: Henkelstrasse 67, Duesseldorf, DEU

Telephone: 49 211 797 0
Fax: 49 211 798 4008
Website: www.henkel.de
Financial year-end: December
Ticker: HEN3
Stock exchange: XETRA
SOURCE: COMPANY WEBSITE MARKETLINE
Henkel AG & Co. KGaA (Henkel) is a manufacturer and supplier of laundry and home care, beauty care, and adhesive
products. The company's operations span across Europe, the Middle East and Africa (EMEA), North America, Latin
America and the Asia-Pacific region.
The company classifies its business operations into four reportable segments: Adhesive Technologies, Laundry and
Home Care, Beauty Care and Corporate.
The Adhesive Technologies segment provides customer-specific solutions worldwide through adhesives, sealants and
functional coatings. Adhesives are classified into industrial adhesives, and adhesives for consumers, craftsmen and
building. Some of the division's key brands include Loctite, Pritt, Pattex and Ceresit, among others.
The industrial adhesives segment is further divided into four segments: packaging and consumer goods adhesives,
transport and metal, general industry and electronics. The packaging and consumer goods adhesives segment serves
major international customers as well as medium- and small-sized manufacturers from the consumer goods and furniture
industries. The transport and metal segment serves major international customers in the automotive and metal-
processing industries, offering tailor-made system solutions and specialized technical services that cover the entire value
chain, from steel strip coating to final vehicle assembly. The general industry segment offers loctite products for industrial
maintenance, repair and overhaul, a wide range of sealants and system solutions for surface treatment applications, and
specialty adhesives. Its customers include manufacturers from a multitude of industries, ranging from household
appliance producers to the wind power industry. Its electronics segment offers high-technology adhesives and soldering
materials for the manufacture of microchips and electronic assemblies. The adhesives for consumers, craftsmen and
building segment offers a wide variety of branded products for private users, craftsmen and the construction industry.
These products are used in households, schools and offices, do-it-yourself businesses and in the building industry.
The Laundry and Home Care segment offers branded products for the laundry and home care market globally. Its
laundry care business provides heavy-duty and specialty detergents, fabric softeners, laundry performance enhancers
and other fabric care products. The home care business offers hand and automatic dishwashing products, cleaners for
bathroom and WC applications, and household, glass and specialty cleaners. It also offers air fresheners and insect
control products for household applications in certain regions.
The Beauty Care segment includes the company’s branded consumer goods business providing hair care, hair
colorants, hair styling, body care, skin care and oral care products, as well as its professional hair salon business.
The Corporate segment includes sales and services not assignable to the individual business units.
Global - Haircare 0199 - 2242 - 2018

Geographically, the company classifies its business operations into six segments: Western Europe, Asia-Pacific, North
America, Eastern Europe, Africa/Middle East and Latin America.
Key Metrics
The company recorded revenues of $23,632 million in the fiscal year ending December 2017, an increase of 7.0%
compared to fiscal 2016. Its net income was $2,972 million in fiscal 2017, compared to a net income of $2,422 million in
the preceding year.
Table 10: Henkel AG & Co. KGaA: key financials ($)
$ million 2013 2014 2015 2016 2017

Revenues 19,297.0 19,383.1 21,342.9 22,080.3 23,631.9
Net income (loss) 1,874.8 1,920.9 2,266.6 2,422.3 2,972.1
Total assets 22,823.7 24,731.5 26,338.5 32,978.9 33,442.6
Total liabilities 10,972.9 11,153.4 10,220.2 15,225.2 15,064.8
Employees 46,850 49,750 49,450 50,900 53,500
SOURCE: COMPANY FILINGS MARKETLINE
Table 11: Henkel AG & Co. KGaA: key financials (€)
€ million 2013 2014 2015 2016 2017

Revenues 16,355.0 16,428.0 18,089.0 18,714.0 20,029.0
Net income (loss) 1,589.0 1,628.0 1,921.0 2,053.0 2,519.0
Total assets 19,344.0 20,961.0 22,323.0 27,951.0 28,344.0
Global - Haircare 0199 - 2242 - 2018

Table 12: Henkel AG & Co. KGaA: key financial ratios
Ratio 2013 2014 2015 2016 2017

Profit margin 9.7% 9.9% 10.6% 11.0% 12.6%
Revenue growth (0.9%) 0.4% 10.1% 3.5% 7.0%
Asset growth (0.9%) 8.4% 6.5% 25.2% 1.4%
Liabilities growth (8.4%) 1.6% (8.4%) 49.0% (1.1%)
Debt/asset ratio 48.1% 45.1% 38.8% 46.2% 45.0%
Return on assets 8.2% 8.1% 8.9% 8.2% 8.9%
Revenue per employee $411,889 $389,611 $431,606 $433,799 $441,718
Profit per employee $40,018 $38,610 $45,835 $47,589 $55,554
Figure 15: Henkel AG & Co. KGaA: revenues & profitability
Global - Haircare 0199 - 2242 - 2018

Figure 16: Henkel AG & Co. KGaA: assets & liabilities
Global - Haircare 0199 - 2242 - 2018

L'Oreal SA
Table 13: L'Oreal SA: key facts
Head office: 41 rue Martre, Clichy, FRA

Telephone: 33 147 567 000
Website: www.loreal.com
Ticker: OR
Stock exchange: Euronext
L'Oreal SA (L'Oreal), a French company, is engaged in the production and marketing of a range of perfumes, make-up,
coloring, hair and skin care products.
The company classifies its business operations into four reportable segments: Professional Products, Consumer
Products, L’Oreal Luxe, and Active Cosmetics.
L’Oreal’s research and development activities focus on skin, haircare, color cosmetics, beauty, and sun protection,
among others. As of December 2017, the company operated 16 evaluation centers and 20 research centers. In FY2017,
the company spent US$877m on its R&D activities, which as a percentage stood at 3.4%.
The company's Professional Products segment sells haircare, coloring and styling products to hair salons and beauty
institutes under the L'Oreal Professionnel, Kerastase, Redken, Matrix, Pureology, Shu Uemura Art of Hair, Carita,
Mizani, Essie and Decleor brands.
The Consumer Products segment sells coloring products, hair care, make-up and skin care products through mass-
market retailing channels under the L'Oreal Paris, Garnier, Maybelline New York, Softsheen-Carson, Essie and NYX
brands.
Under the LOreal Luxe segment, the company sells skin care, make-up and perfume products through department
stores, perfumeries, travel retail shops, the company’s own boutiques and certain e-commerce websites. Major brands in
this division include Lancome, Giorgio Armani, Yves Saint Laurent, Biotherm, Kiehl's, Ralph Lauren, Shu Uemura,
Cacharel, Helena Rubinstein, Clarisonic, and Diesel, among others.
The Active Cosmetics segment sells dermo-cosmetic skin care products through healthcare channels such as
pharmacies, drugstores, parapharmacies, and medi-spas. The brands in this division include Vichy, La Roche-Posay,
Roger & Gallet, Sanoflore and SkinCeuticals.
Key Metrics
the preceding year.
Global - Haircare 0199 - 2242 - 2018

Table 14: L'Oreal SA: key financials ($)
$ million 2013 2014 2015 2016 2017

Revenues 26,104.0 26,585.1 28,659.6 29,398.3 30,704.9
Net income (loss) 3,490.3 5,793.5 3,890.7 3,664.4 4,225.6
Total assets 36,433.5 37,825.7 39,775.4 42,039.5 41,696.0
Employees 72,600 77,500 82,881 89,331 82,606
Table 15: L'Oreal SA: key financials (€)
€ million 2013 2014 2015 2016 2017

Revenues 22,124.2 22,532.0 24,290.2 24,916.3 26,023.7
Net income (loss) 2,958.2 4,910.2 3,297.5 3,105.7 3,581.4
Total assets 30,878.9 32,058.8 33,711.3 35,630.2 35,339.1
Table 16: L'Oreal SA: key financial ratios
Ratio 2013 2014 2015 2016 2017

Profit margin 13.4% 21.8% 13.6% 12.5% 13.8%
Revenue growth (1.5%) 1.8% 7.8% 2.6% 4.4%
Asset growth 4.6% 3.8% 5.2% 5.7% (0.8%)
Liabilities growth (4.3%) 44.0% (14.9%) 10.2% (5.4%)
Debt/asset ratio 26.7% 37.0% 30.0% 31.2% 29.8%
Return on assets 9.8% 15.6% 10.0% 9.0% 10.1%
Global - Haircare 0199 - 2242 - 2018

Figure 17: L'Oreal SA: revenues & profitability
Figure 18: L'Oreal SA: assets & liabilities
Global - Haircare 0199 - 2242 - 2018

The Procter & Gamble Co
Table 17: The Procter & Gamble Co: key facts
Head office: One Procter and Gamble Plaza, Cincinnati, Ohio, USA
Telephone: 1 513 983 1100
Fax: 1 513 983 4381
Website: www.pg.com
Financial year-end: June
Ticker: PG
Stock exchange: NYSE
The Proctor & Gamble Co (P&G) manufactures, markets and sells branded consumer products. The company markets
its products in over 180 countries and territories spanning the Americas, EMEA and Asian regions. It also manages on-
the-ground operations in approximately 70 countries.
The company operates through five reportable business segments: Beauty, Grooming, Health Care, Fabric and Home
Care, and Baby, Feminine and Family Care.
P&G primarily sells its products through mass merchandisers, grocery stores, membership club stores, drug stores,
department stores, distributors, wholesalers, baby stores, specialty beauty stores, e-commerce, high-frequency stores
and pharmacies.
Its R&D efforts are focused on developing new technologies, formulas and solutions based on changing market trends
and preferences. P&G strives to obtain patents across all product categories.
The company operates 24 manufacturing facilities in 18 states and territories in the US. In addition, it owns and manages
89 manufacturing plants in approximately 38 other countries.
Under the Fabric and Home Care segment, P&G produces and sells fabric care and home care products. Fabric care
includes fabric enhancers, laundry additives and laundry detergents. Home care includes dishwashing liquids,
detergents, surface cleaners and air fresheners. Major brands include Ariel, Downy, Gain, Tide, Cascade, Dawn,
Febreze, Mr. Clean and Swiffer.
The Baby, Feminine and Family Care segment manufactures and markets baby care, feminine care and family care
products. Baby care includes baby wipes, diapers and pants. Feminine care comprises adult incontinence and other
feminine care products. Family care includes paper towels, tissues and toilet paper. Major brands include Luvs,
Pampers, Always, Tampax, Bounty and Charmin.
Under the Beauty segment, P&G produces and sells hair care, skin care and personal care products. The hair care
category includes conditioners, shampoos, styling aids and treatments. Skin care and personal care includes
antiperspirants and deodorants, personal cleansing products and skin care products. Major brands include Head &
Shoulders, Pantene, Rejoice, Olay, Old Spice, Safeguard and SK-II.
The Health Care segment develops, distributes and markets oral care and personal health care products. Oral care
comprises toothbrushes, toothpaste and other oral care products. Personal health care includes gastrointestinal, rapid
diagnostics, respiratory, vitamins and minerals, supplements and other personal health care products. Major brands
include Crest, Oral-B, Prilosec and Vicks.
Global - Haircare 0199 - 2242 - 2018

P&G's Grooming segment manufactures and markets grooming care products. Categories include shave care, other
shave care and appliances. Shave care offers female blades and razors, male blades and razors, and pre- and post-
shave products. Appliances include electric razors and epilators. Major brands include Braun, Fusion, Gillette, Mach3,
Prestobarba and Venus.
Key Metrics
The company recorded revenues of $66,832 million in the fiscal year ending June 2018, an increase of 2.7% compared
to fiscal 2017. Its net income was $9,750 million in fiscal 2018, compared to a net income of $15,326 million in the
preceding year.
Table 18: The Procter & Gamble Co: key financials ($)
$ million 2014 2015 2016 2017 2018

Revenues 74,401.0 70,749.0 65,299.0 65,058.0 66,832.0
Net income (loss) 11,643.0 7,036.0 10,508.0 15,326.0 9,750.0
Total assets 144,266.0 129,495.0 127,136.0 120,406.0 118,310.0
Employees 118,000 118,000 105,000 95,000 92,000
Table 19: The Procter & Gamble Co: key financial ratios
Ratio 2014 2015 2016 2017 2018

Profit margin 15.6% 9.9% 16.1% 23.6% 14.6%
Revenue growth (7.1%) (4.9%) (7.7%) (0.4%) 2.7%
Asset growth 3.6% (10.2%) (1.8%) (5.3%) (1.7%)
Liabilities growth 5.4% (10.6%) 4.1% (6.6%) 1.2%
Debt/asset ratio 52.0% 51.8% 54.9% 54.2% 55.8%
Return on assets 8.2% 5.1% 8.2% 12.4% 8.2%
Global - Haircare 0199 - 2242 - 2018

Figure 19: The Procter & Gamble Co: revenues & profitability
Figure 20: The Procter & Gamble Co: assets & liabilities
Global - Haircare 0199 - 2242 - 2018

Unilever N.V.
Table 20: Unilever N.V.: key facts
Head office: Weena 455, PO Box 760, Rotterdam, Zuid-Holland, NLD

Telephone: 31 102 174 000
Fax: 31 102 174 798
Website: www.unilever.com
Ticker: UNA
Stock exchange: Euronext Amsterdam
Unilever N.V. (Unilever) manufactures and distributes food, home and personal care products. It has business operations
in 100 countries and serves approximately 2.5 billion customers in 190 countries worldwide. It markets these products
under 400 brands in various domestic and international markets.
The company classifies its business operations into four reportable segments: Personal Care, Foods, Home Care, and
Refreshment.
Its R&D team strives to improve its existing products and identify and implement new scientific norms and technologies
to provide innovative products to its users. It operates R&D facilities in Bangalore, India, Colworth, the UK, Port Sunlight,
the UK, Shanghai, China, Trumbull, North America and Vlaardingen, the Netherlands.
It operates and manages approximately 300 factories in 69 countries and maintains a network of approximately 400
globally coordinated warehouses, which in turn distributes these products to 25 million retail stores including large
supermarkets, hypermarkets, wholesalers, cash and carry and small convenience stores and through other e-commerce,
out-of-home and direct consumer channels.
The Personal Care segment offers skincare and hair care products, cleansing products, deodorants and other oral care
products. Major brands include Dove, Alberto Balsam, Lux, Rexona, Sunsilk, Axe, Fair and Lovely, Hamam, Lakme,
Vaseline, Pears, Toni & Guy, Zest, Pond’s, Clear, Clinic Plus, TRESemme, Signal, Lifebuoy, Pepsodent, and Close Up.
Unilever's Foods segment offers soups, bouillons, pasta and sauces, dried vegetable mixes, rice, stock cubes, powders,
snacks, mayonnaise, mustard, ketchups, pickles, iodized salt, salad dressings, cooking oils and margarines. Major
brands include Knorr, Kissan, Robertsons, Baltimor, Bona, Carrancedo, Chirat, Continental, Croma, Creme Bonjour,
Cup-a-Soup, Planta and Pot Noodle.
The Home Care segment offers laundry and dishwasher powders, fabric conditioners, liquid cleaners, aroma capsules,
detergents and stain remover sprays. It provides soap bars bleaches, home water purifiers and surface cleaners. Major
brands include ala, Comfort, OMO, Persil, Puro, Rin, Skip, Sun, Sunlight, Surf Excel, Wheel, Pureit and Xtra.
The company's Refreshment segment offers ice cream, tea-based beverages, weight management products and
nutritionally enhanced products. Major brands include Heart, Cornetto, Wall’s, Kibon, Magnum, Carte d’Or, Solero,
Algida, Ola, Ben & Jerry’s, Breyers, Klondike, T2, Pure Leaf, Taj Mahal, Grom, Talenti, Popsicle, Lipton, Brooke Bond,
PG Tips, Slim-Fast and AdeS.
Key Metrics
the preceding year.
Global - Haircare 0199 - 2242 - 2018

Table 21: Unilever N.V.: key financials ($)
$ million 2013 2014 2015 2016 2017

Revenues 58,754.7 57,148.9 62,854.8 62,195.2 63,377.5
Net income (loss) 5,713.0 6,101.2 5,792.1 6,116.5 7,141.8
Total assets 53,700.1 56,666.3 61,705.6 66,579.7 71,129.3
Employees 174,381 172,471 171,000 168,832 161,000
Table 22: Unilever N.V.: key financials (€)
€ million 2013 2014 2015 2016 2017

Revenues 49,797.0 48,436.0 53,272.0 52,713.0 53,715.0
Net income (loss) 4,842.0 5,171.0 4,909.0 5,184.0 6,053.0
Total assets 45,513.0 48,027.0 52,298.0 56,429.0 60,285.0
Table 23: Unilever N.V.: key financial ratios
Ratio 2013 2014 2015 2016 2017

Profit margin 9.7% 10.7% 9.2% 9.8% 11.3%
Revenue growth (3.0%) (2.7%) 10.0% (1.0%) 1.9%
Asset growth (1.5%) 5.5% 8.9% 7.9% 6.8%
Liabilities growth 1.2% 10.3% 7.2% 8.7% 16.4%
Debt/asset ratio 68.5% 71.6% 70.5% 71.0% 77.4%
Return on assets 10.6% 11.1% 9.8% 9.5% 10.4%
Global - Haircare 0199 - 2242 - 2018

Figure 21: Unilever N.V.: revenues & profitability
Figure 22: Unilever N.V.: assets & liabilities
Global - Haircare 0199 - 2242 - 2018

METHODOLOGY
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provide the foundation for all related industry profiles
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Global - Haircare 0199 - 2242 - 2018

Industry associations
Aesthetics International Association
310 E. Interstate 30, Suite B107, Garland, TX 75043, USA
Tel.: 1 877 968 7539
www.aestheticsassociation.com
Personal Care Products Council
1101 17th Street, NW, Suite 300, Washington D.C. 20036-4702, USA
Tel.: 1 202 331 1770
Fax: 1 202 331 1969
www.personalcarecouncil.org
The Cosmetic, Toiletry, and Fragrance Association
1101 17th Street, NW, Suite 300, Washington D.C. 20036-4702, USA
Tel.: 1 202 3311 770
Fax: 1 202 3311 969
www.ctfa.org
Related MarketLine research

Industry Profile
Haircare in Europe
Haircare in Asia-Pacific
Haircare in the United Kingdom
Haircare in Germany
Haircare in France
Global - Haircare 0199 - 2242 - 2018

APPENDIX
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Global - Haircare 0199 - 2242 - 2018

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MarketLine Industry Profile

Reference Code: 0199-2242

Publication Date: February 2019

Global - Haircare 0199 - 2242 - 2018

© MARKETLINE THIS PROFILE IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIED Page | 1

Market value forecast

Market volume forecast

Global - Haircare 0199 - 2242 - 2018

© MARKETLINE THIS PROFILE IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIED Page | 2

Market value forecast ................................................................................................................................................. 2

Market volume forecast .............................................................................................................................................. 2

Category segmentation .............................................................................................................................................. 2

Geography segmentation ........................................................................................................................................... 2

Market share .............................................................................................................................................................. 2

Market Overview ............................................................................................................................................................ 7

Market definition ......................................................................................................................................................... 7

Market analysis .......................................................................................................................................................... 7

Market Data ................................................................................................................................................................... 8

Market Segmentation ................................................................................................................................................... 10

Category segmentation ............................................................................................................................................ 10

Geography segmentation ......................................................................................................................................... 11

Market share ............................................................................................................................................................ 12

Market distribution .................................................................................................................................................... 13

Market Outlook ............................................................................................................................................................. 14

Market value forecast ............................................................................................................................................... 14

Market volume forecast ............................................................................................................................................ 15

Five Forces Analysis .................................................................................................................................................... 16

Buyer power ............................................................................................................................................................. 17

Supplier power ......................................................................................................................................................... 18

New entrants ............................................................................................................................................................ 20

Degree of rivalry ....................................................................................................................................................... 23

Leading Companies ..................................................................................................................................................... 24

Global - Haircare 0199 - 2242 - 2018

© MARKETLINE THIS PROFILE IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIED Page | 3

The Procter & Gamble Co ........................................................................................................................................ 31

Unilever N.V. ............................................................................................................................................................ 34

Industry associations ................................................................................................................................................ 38

Related MarketLine research ................................................................................................................................... 38

About MarketLine ..................................................................................................................................................... 39

Global - Haircare 0199 - 2242 - 2018

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Table 2: Global haircare market volume: million units, 2014–18 .................................................................................... 9

Table 3: Global haircare market category segmentation: $ million, 2018 ..................................................................... 10

Table 4: Global haircare market geography segmentation: $ million, 2018 .................................................................. 11

Table 5: Global haircare market share: % share, by value, 2018 ................................................................................. 12

Table 6: Global haircare market distribution: % share, by value, 2018 ........................................................................ 13

Table 7: Global haircare market value forecast: $ million, 2018–23 ............................................................................. 14

Table 9: Henkel AG & Co. KGaA: key facts ................................................................................................................. 24

Table 10: Henkel AG & Co. KGaA: key financials ($)................................................................................................... 25

Table 11: Henkel AG & Co. KGaA: key financials (€)................................................................................................... 25

Table 13: L'Oreal SA: key facts .................................................................................................................................... 28

Table 14: L'Oreal SA: key financials ($) ....................................................................................................................... 29

Table 15: L'Oreal SA: key financials (€) ....................................................................................................................... 29

Table 16: L'Oreal SA: key financial ratios..................................................................................................................... 29

Table 20: Unilever N.V.: key facts ................................................................................................................................ 34

Table 21: Unilever N.V.: key financials ($) ................................................................................................................... 35

Table 22: Unilever N.V.: key financials (€) ................................................................................................................... 35

Table 23: Unilever N.V.: key financial ratios ................................................................................................................. 35

Global - Haircare 0199 - 2242 - 2018

© MARKETLINE THIS PROFILE IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIED Page | 5

Figure 2: Global haircare market volume: million units, 2014–18 ................................................................................... 9

Figure 5: Global haircare market share: % share, by value, 2018................................................................................ 12