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Ranking of hair care brands in Germany 2017-2020

The most popular shampoo brand in Germany was Schauma, based on a survey conducted in 2020. Approximately 16.4 percent of respondents stated that they had purchased Schauma products in the last three months, also including conditioner and deep conditioner. Nivea and Pantene Pro-V rounded up the top three.

Mane event

Schauma and Nivea are both German brands. Overall, body care products have enjoyed steady growth in sales in Germany. Shampoo and conditioner are essential items among consumer goods and can be expected in almost every household. Hair care products came in second among all body care products in terms of revenue generated, after skin care. In 2019, revenue from hair care products amounted to 3.22 billion euros, an increase on the previous year. In fact, revenue had grown at a higher rate after 2017.

Europe and the world

In 2018, the production value of shampoo made in Europe amounted to over 2 billion euros, with figures increasing in recent years. Worldwide, the leading exporters of hair care products were Germany, the United States and Italy.

Ranking of the most popular hair shampoo, conditioner and deep conditioner brands (used in the last three months) in Germany from 2017 to 2020

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Release date

November 2020



Survey time period

2017 to 2020

Age group

14 years and older

Special properties

German-speaking population

Method of interview

Computer-assisted personal interviews (CAPI)

Supplementary notes

Information on base:
The survey is based on the German-speaking population aged 14 years and older.

Information on total sample:
2017: 23,106 respondents, projected base of 70.09 million people.
2018: 23,086 respondents, projected base of 70.45 million people.
2019: 23,120 respondents, projected base of 70.60 million people.
2020: 23,138 respondents, projected base of 70.63 million people.
The figures refer to the following studies:
2017: VuMA 2018: 2018: VuMA 2019; 2019: VuMA 2020; 2020: VuMA 2021

You can find more information on the methodology in the studyhere.

For this question, multiple answers were possible. For this reason, the sum of percentages may exceed 100%
This question was asked in the survey in the following wording:. "Which of the following brands for hair shampoo, hair conditioners and hair treatments have you used personally within the last three months? "

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