The big 5 European countries put on a varied performance in regards to sales of conditioners and hair treatments in 2010, with market value up in France, Spain and the UK, but Germany and Italy posting a modest decline. Valued at €414 million, France is by far the largest market, thanks greatly to the importance of the prestige channel. All five countries have been affected by the economic recession, with cash-strapped consumers economising and looking for value for money. While the year 2010 was lacklustre overall, there are signs of the marketplace becoming more vigorous.

The big 5 European countries put on a varied performance in regards to sales of conditioners and hair treatments in 2010, with market value up in France, Spain and the UK, but Germany and Italy posting a modest decline. Valued at €414 million, France is by far the largest market, thanks greatly to the importance of the prestige channel. All five countries have been affected by the economic recession, with cash-strapped consumers economising and looking for value for money. While the year 2010 was lacklustre overall, there are signs of the marketplace becoming more vigorous.

With consumers increasingly concerned about the use of chemicals, such as parabens and sulphates, in haircare products, suppliers are focusing their attention on launching alternatives, manufactured using plant-based ingredients. Another key branch of recent product innovation comprises conditioners with moisturising and repairing properties. The core consumer base for conditioners is formed by under-25-year-olds, who post the greatest product take-up and contribute relatively more than others to volume sales, thanks to their frequent use. There is also a bias towards the working population, higher earners and larger households with children. At 75%, British women have clearly the highest penetration rate for conditioners, whilst amongst men, Germany ranks number-one at 42%.