Sustainability is top of mind for the German BPC consumer giving rise for haircare brands to adapt NPD for this increasing consumer concern.
The haircare category has already seen significant growth in free from as well as ethical and environmental claims, indicating that this will only grow as a focus area.
However consumers want a more complete approach to sustainability, driving the demand for brands to pay attention to both packaging and ingredients.
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Written by Bettina Krechel, a leading analyst in the beauty and personal care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
Adapting to changing population dynamics and rising environmental concern of German consumers will be crucial for the market to continue to see positive growth.
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