The German hair care market is driven by older consumers as well as urban groups, according to a new report from UK-based research firm Canadean.
In the year 2012, older consumers held a majority share of the market value with 31.7%, followed by mid-lifers, pre-mid lifers, older young adults, early young adults, tweens & early teens, and kids & babies.
Urban groups accounted for 60.9% of the German hair care market, while rural groups represented 39.1% of the market.
Gender-wise, females held the bulk of the hair care market with 62.5% market value, while males had 37.5% share.
The better-off income group had 41% share of market value, followed by moderate income, hard pressed, and highly affluent groups.
Time rich groups, who had lot of time to spare, held 30.8% share of market value, while time pressed and time poor accounted for 27.9% and 22.7% market share respectively.
The German care market was driven by behavioral trend such as individualism, better value for money, beauty, quality, indulgence, and health, among others.
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