Shampoo Market Analysis

1. Market Capacity

At the origin, shampoo means “head massage” in different north-Indian languages. The concept has been introduced in Britain by Colonial India. In the incipient phase, the British hair-stylists were making a rudimentary shampoo by boiling pieces of soap with all kinds of herbs to help the hair to become strong and shinny. The modern shampoo was first time introduced on the market in 1930, under the name of Drene and the first one was produced using a new technology without soap. Over time, the product range expended to various number of shampoos with different type of utilities.

On the Romanian market there are a lot of assortments of shampoos like following: anti-dandruff, for normal hair, for greasy hair, for dyed hair, for dry hair, for split ends, etc .The most important producers of shampoo are:

- Procter & Gamble which commercialize four brands: Head & Shoulders, Pantene-ProV, Wash & Go, Herbal-Essences

- Schwarzkopf & Henkel with Schauma and Gliss

- Johnson & Johnson with its main product Johnson’s Baby

- Unilever with a wide range of product like Timotei, Organic, Sunsilk

- L’Oreal with Elseve;

The Romanian Hair Care Market is classified like a dynamic and competitive one, being the largest from the personal care segment. The number of potential consumers for 2011 is 20 million people, representing 96% of Romanian population, the other 4% is representing by people who prefer homemade soap instead of shampoo for hair care. Despite of the fact that shampoo market gained a good placement on the Romanian market and the sales volume has grown with 10% in the last year, the Romanian population prefers low cost shampoos instead of well known brands, as a result of economy recession. As far as segment evolution there are not big changes compare to 2010. The largest sales were recorded in anti-dandruff category; covering 43% of the market, 16% was recorded in normal hair category and 14% in damaged hair section. The total value of the shampoo market reached the number of 75 million euro. Research statistics show that despite a remarkable evolution of hair care products market, Romanian people use smaller amount of shampoo per year than other Europeans like 317 liters per capita. If we take some examples, an Austrian consume 710 liters of shampoo per year, a Polish uses 635 liters each year, a Russian buys 700 liters in one year, even a Bulgarian consumes around 399 liters in a year. But there is another important argument which could explain why Romanians buy less amount of shampoo than other nation: the price. We have the highest selling prices in Europe, like 8Euro/liter and the lowest household income after Bulgaria.

Cristina Maria, the representative of Henkel Company, stated the major concern in the shampoo market is the lower consuming power of the citizen and the best politics adopted by the producers was oriented to reducing the selling prices and promotions.

The statistics say the top sales from the whole market belong to Procter& Gamble, Henkel and L’Oreal with 71,5% and as value of sales on top we can find Procter & Gamble, L’Oreal, Unilever with 85,4% from the whole sales value. Talking about brands, the ones with the highest volume of sales are Head & Shoulders, Wash & Go and Nivea covering 51,2% of the market and as value of sales the records indicate that the same products included Elseve cover 61,1% of the whole value of sales.

www.magazinulprogresiv.ro

www.capital.ro

www.wikipedia.ro

www.femeiastie.ro

http://www.research-assistance.com

http://www.magazinulprogresiv.ro/articol/2299/Vanzarile_de_sampoane_si_balsamuri_de_par_continua_sa_scada.html

http://www.magazinulprogresiv.ro/articol/41/Sampon_Balsam.html

http://www.magazinulprogresiv.ro/articol/1339/Vanzarile_in_categorie_sunt_sustinute_de_loialitatea_consumatorilor.html

http://www.scribd.com/doc/41840661/Atitudinea-Consumatorilor-Fata-de-Marcile-de-Sampoane

http://facultate.regielive.ro/proiecte/marketing/analiza-pietei-samponului-220987.html

http://www.femeiastie.ro/beauty-style/ritual-de-frumusete/de-ce-cumparam-samponul-cel-mai-scump

Cum trebuie sa arate un proiect bazat in marketing pe un produs sau mai multe. ASE FABIZ Anul I Semestrul II.