Henkel is bringing to a close its Strategy Optimisation Programme, which will have overseen the divestment or discontinuation of brands and activities with sales of more than EUR1 billion since it began in 2022. The Germany-based company, which leads hair care in its home market and is the number two player in a number of neighbouring countries, has now acquired the Vidal Sasson brand in China, which will enhance Henkel’s presence in this major market, particularly in the premium segment.
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Overview:
Euromonitor International's report on Henkel AG & Co KGaA delivers a detailed strategic analysis of the company's business, examining its performance in the Beauty and Personal Care market and the global economy. Company and market share data provide a detailed look at the financial position of Henkel AG & Co KGaA, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Henkel AG & Co KGaA.
This report examines:
- Company share by region and sector
- Brand portfolio
- New product developments
- Marketing and distribution strategies
A detailed SWPT analysis of Henkel AG & Co KGaA provides strategic intelligence on:
- Strengths and weaknesses
- Category and country opportunities for growth
- Challenges and threats from current competition and future prospects
- Global and regional market positions
Research you can trust:
Euromonitor International's company profile reports are written by our Beauty and Personal Care research team, a dedicated group of analysts that knows the industry inside and out. Buy this report to inform your planning, strategy, marketing, sales and competitor intelligence functions.
Executive summary
Top companies at a glance
Henkel’s global footprint
Hair care accounts for the bulk of new sales
Henkel records a slight decline in its sales over 2021-2024
Optimisation Programme concludes with sales of “non-core” Retailer Brands
Major new sales expected for bath and shower in the US
No movement expected among the top five beauty and personal care players
Henkel opens new Asian R&D centre in Shanghai for its Consumer Brands
L’Oréal strengthens its lead as other players recalibrate amid softening demand
Henkel has its biggest competitor overlap with L’Oréal Groupe
Key categories and markets
Key brands
Henkel looking to achieve net zero by 2045
Europe accounts for more than half of Henkel’s hair care sales
The US and France are Henkel’s major markets for salon professional hair care
Germany will drive growth for Henkel in hair care
North America clearly leads Henkel’s bath and shower sales
Liquid soap, bar soap and body wash/shower gel have relatively equal shares in the US
US to generate most new bath and shower sales for Henkel
Key findings
Projected company sales: FAQs (1)
Projected company sales: FAQs (2)
Beauty and Personal Care
This is the aggregation of baby and child-specific products, bath & shower, colour cosmetics, deodorants, depilatories, fragrances, hair care, men's grooming, oral care, skin care and sun care. Black market sales and travel retail are excluded.
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