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 study.
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? "
The ** shampoo brand in Germany was Schauma, based on a survey conducted in 2020. **** 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 first among all body care products in terms of revenue generated. In 2021, revenue from hair care products amounted to **** billion euros, a decrease on the previous year.
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VuMA (Arbeitsgemeinschaft Verbrauchs- und Medienanalyse). (November 18, 2020). Ranking of the most popular hair shampoo, conditioner and deep conditioner brands (used in the last three months) in Germany from 2017 to 2020 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 22, 2026, from /statistics/577491/leading-shampoo-brands-germany/
VuMA (Arbeitsgemeinschaft Verbrauchs- und Medienanalyse). "Ranking of the most popular hair shampoo, conditioner and deep conditioner brands (used in the last three months) in Germany from 2017 to 2020." Chart. November 18, 2020. ÌÇÐÄÆƽâ°æ. Accessed July 22, 2026. /statistics/577491/leading-shampoo-brands-germany/
VuMA (Arbeitsgemeinschaft Verbrauchs- und Medienanalyse). (2020). Ranking of the most popular hair shampoo, conditioner and deep conditioner brands (used in the last three months) in Germany from 2017 to 2020. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 22, 2026. /statistics/577491/leading-shampoo-brands-germany/
VuMA (Arbeitsgemeinschaft Verbrauchs- und Medienanalyse). "Ranking of The Most Popular Hair Shampoo, Conditioner and Deep Conditioner Brands (Used in The Last Three Months) in Germany from 2017 to 2020." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 18 Nov 2020, /statistics/577491/leading-shampoo-brands-germany/
VuMA (Arbeitsgemeinschaft Verbrauchs- und Medienanalyse), Ranking of the most popular hair shampoo, conditioner and deep conditioner brands (used in the last three months) in Germany from 2017 to 2020 ÌÇÐÄÆƽâ°æ, /statistics/577491/leading-shampoo-brands-germany/ (last visited July 22, 2026)
Ranking of the most popular hair shampoo, conditioner and deep conditioner brands (used in the last three months) in Germany from 2017 to 2020 [Graph], VuMA (Arbeitsgemeinschaft Verbrauchs- und Medienanalyse), November 18, 2020. [Online]. Available: /statistics/577491/leading-shampoo-brands-germany/
