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Beauty and Personal Care in Germany

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    Report

  • 134 Pages
  • June 2023
  • Region: Germany
  • Euromonitor International
  • ID: 2666829
Beauty and personal care experienced dynamic current value growth in Germany in 2022, with sales rebounding, and indeed far exceeding, the 2019 level. This was partly driven by soaring inflation, which resulted in strong price rises for consumer goods, and partly by a rebound in consumer demand for products that suffered during the pandemic.

The analyst's Beauty and Personal Care in Germany report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2018-2022, allowing you to identify the sectors driving growth. Forecasts to 2027 illustrate how the market is set to change.

Product coverage:
Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun Care.

Data coverage:
Market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

  • Get a detailed picture of the Beauty and Personal Care market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

BEAUTY AND PERSONAL CARE IN GERMANY
EXECUTIVE SUMMARY
  • Beauty and personal care in 2022: The big picture
  • 2022 key trends
  • Competitive landscape
  • Retailing developments
  • What next for beauty and personal care?
MARKET DATA
  • Table 1 Sales of Beauty and Personal Care by Category: Value 2017-2022
  • Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022
  • Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2018-2022
  • Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2018-2022
  • Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2019-2022
  • Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2017-2022
  • Table 7 Distribution of Beauty and Personal Care by Format: % Value 2017-2022
  • Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2022
  • Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2022-2027
  • Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
  • Summary 1 Research SOURCES
  • MASS BEAUTY AND PERSONAL CARE IN GERMANY
KEY DATA FINDINGS
2022 DEVELOPMENTS
  • Strong growth for mass beauty and personal care due to post-pandemic recovery
  • High temperatures drive growth for mass adult sun care and mass deodorants
  • Beiersdorf retains its lead, but L’Oréal narrows the gap
PROSPECTS AND OPPORTUNITIES
  • Private label likely to threaten mass brands
  • Mass skin care set to face more competition from premium brands
  • Mass hair care will remain an important category within mass beauty and personal care
CATEGORY DATA
  • Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
  • Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022
  • Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2018-2022
  • Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2019-2022
  • Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2022-2027
  • Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2022-2027
  • PREMIUM BEAUTY AND PERSONAL CARE IN GERMANY
KEY DATA FINDINGS
2022 DEVELOPMENTS
  • Premium beauty and personal care sees extraordinary growth
  • Premium sun protection leads the growth of sun care
  • L’Oréal Deutschland maintains its lead
PROSPECTS AND OPPORTUNITIES
  • Demand for premium products set to remain strong
  • Premium hair care will benefit from consumers’ stronger focus on hair care
  • Dermocosmetics will continue to benefit from consumers’ health awareness
CATEGORY DATA
  • Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
  • Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022
  • Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2018-2022
  • Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2019-2022
  • Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2022-2027
  • Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2022-2027
  • BABY AND CHILD-SPECIFIC PRODUCTS IN GERMANY
KEY DATA FINDINGS
2022 DEVELOPMENTS
  • Growth momentum continues in 2022
  • Baby dermocosmetics hold a strong position
  • Baby and child-specific sun care sees the most dynamic performance
PROSPECTS AND OPPORTUNITIES
  • Low birth rate is the biggest threat to growth
  • Higher impact from older children and teenagers
  • Baby and child-specific sun care set to continue to see the most dynamic growth
CATEGORY DATA
  • Table 23 Sales of Baby and Child-specific Products by Category: Value 2017-2022
  • Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
  • Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022
  • Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2018-2022
  • Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2019-2022
  • Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2019-2022
  • Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2019-2022
  • Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2019-2022
  • Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2022-2027
  • Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2022-2027
  • Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2022-2027
  • BATH AND SHOWER IN GERMANY
KEY DATA FINDINGS
2022 DEVELOPMENTS
  • Volume sales decline in bath and shower in 2022
  • Unilever maintains its lead in bath and shower in Germany
  • E-commerce continues growing in bath and shower despite store reopening
PROSPECTS AND OPPORTUNITIES
  • Continued volume decline expected for hand sanitisers over the forecast period
  • Bath and shower packaging and ingredients to be the focus of innovation
  • E-commerce expected to record the fastest growth in distribution share
CATEGORY DATA
  • Table 34 Sales of Bath and Shower by Category: Value 2017-2022
  • Table 35 Sales of Bath and Shower by Category: % Value Growth 2017-2022
  • Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022
  • Table 37 NBO Company Shares of Bath and Shower: % Value 2018-2022
  • Table 38 LBN Brand Shares of Bath and Shower: % Value 2019-2022
  • Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2019-2022
  • Table 40 Forecast Sales of Bath and Shower by Category: Value 2022-2027
  • Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2022-2027
  • Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2022-2027
  • COLOUR COSMETICS IN GERMANY
KEY DATA FINDINGS
2022 DEVELOPMENTS
  • Colour cosmetics rebounds, but not to the pre-pandemic level
  • Natural make-up trend boosted by BB/CC creams, while lip products benefits from lifting of mask restrictions
  • Cosnova confirms its strength
PROSPECTS AND OPPORTUNITIES
  • Positive expectations for colour cosmetics in the forecast period
  • Social media and generation Z to stimulate sales of colour cosmetics
  • Natural facial make-up concept likely to remain popular
CATEGORY DATA
  • Table 109 Sales of Colour Cosmetics by Category: Value 2017-2022
  • Table 110 Sales of Colour Cosmetics by Category: % Value Growth 2017-2022
  • Table 111 NBO Company Shares of Colour Cosmetics: % Value 2018-2022
  • Table 112 LBN Brand Shares of Colour Cosmetics: % Value 2019-2022
  • Table 113 LBN Brand Shares of Eye Make-up: % Value 2019-2022
  • Table 114 LBN Brand Shares of Facial Make-up: % Value 2019-2022
  • Table 115 LBN Brand Shares of Lip Products: % Value 2019-2022
  • Table 116 LBN Brand Shares of Nail Products: % Value 2019-2022
  • Table 117 LBN Brand Shares of Premium Colour Cosmetics: % Value 2019-2022
  • Table 118 Forecast Sales of Colour Cosmetics by Category: Value 2022-2027
  • Table 119 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2022-2027
  • DEODORANTS IN GERMANY
KEY DATA FINDINGS
2022 DEVELOPMENTS
  • Social lifestyles, high temperatures, and inflation boost value and volume sales
  • International players continue to lead deodorants
PROSPECTS AND OPPORTUNITIES
  • Climate change and rising temperatures likely to benefit sales of deodorants
  • Efficacy, pharma positioning and safety to drive innovation
  • Global brands likely to maintain their leading positions across all categories
CATEGORY DATA
  • Table 43 Sales of Deodorants by Category: Value 2017-2022
  • Table 44 Sales of Deodorants by Category: % Value Growth 2017-2022
  • Table 45 Sales of Deodorants by Premium vs Mass: % Value 2017-2022
  • Table 46 NBO Company Shares of Deodorants: % Value 2018-2022
  • Table 47 LBN Brand Shares of Deodorants: % Value 2019-2022
  • Table 48 LBN Brand Shares of Premium Deodorants: % Value 2019-2022
  • Table 49 Forecast Sales of Deodorants by Category: Value 2022-2027
  • Table 50 Forecast Sales of Deodorants by Category: % Value Growth 2022-2027
  • Table 51 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2022-2027
  • DEPILATORIES IN GERMANY
KEY DATA FINDINGS
2022 DEVELOPMENTS
  • Price rises, hot summer, and easing of pandemic restrictions benefit value sales
  • Procter & Gamble retains its lead through launches and a new campaign
  • E-commerce continues to gain importance
PROSPECTS AND OPPORTUNITIES
  • Depilatories has a positive outlook
  • Sustainability to remain important for companies and consumers
  • Skinification, paired with natural ingredients trend
CATEGORY DATA
  • Table 52 Sales of Depilatories by Category: Value 2017-2022
  • Table 53 Sales of Depilatories by Category: % Value Growth 2017-2022
  • Table 54 Sales of Women's Razors and Blades by Type: % Value Breakdown 2018-2022
  • Table 55 NBO Company Shares of Depilatories: % Value 2018-2022
  • Table 56 LBN Brand Shares of Depilatories: % Value 2019-2022
  • Table 57 Forecast Sales of Depilatories by Category: Value 2022-2027
  • Table 58 Forecast Sales of Depilatories by Category: % Value Growth 2022-2027
  • FRAGRANCES IN GERMANY
KEY DATA FINDINGS
2022 DEVELOPMENTS
  • Fragrances rises like a phoenix from the ashes
  • Premium fragrance sets/kits records the most dynamic growth
  • Coty Deutschland remains the clear leader
PROSPECTS AND OPPORTUNITIES
  • Fragrances has a positive outlook
  • E-commerce and beauty specialists will continue to offer price deals
  • Concentration will be key
CATEGORY DATA
  • Table 59 Sales of Fragrances by Category: Value 2017-2022
  • Table 60 Sales of Fragrances by Category: % Value Growth 2017-2022
  • Table 61 NBO Company Shares of Fragrances: % Value 2018-2022
  • Table 62 LBN Brand Shares of Fragrances: % Value 2019-2022
  • Table 63 LBN Brand Shares of Premium Men's Fragrances: % Value 2019-2022
  • Table 64 LBN Brand Shares of Premium Women's Fragrances: % Value 2019-2022
  • Table 65 Forecast Sales of Fragrances by Category: Value 2022-2027
  • Table 66 Forecast Sales of Fragrances by Category: % Value Growth 2022-2027
  • HAIR CARE IN GERMANY
KEY DATA FINDINGS
2022 DEVELOPMENTS
  • Hair care continues to see healthy growth in Germany in 2022
  • Smaller players increase the fragmentation in hair care in Germany
  • E-commerce maintains strong growth
PROSPECTS AND OPPORTUNITIES
  • Growing demand for organic and natural hair care products
  • Prices of hair care products expected to rise in the forecast period
  • Customisation and hair skinification will be growing trends
CATEGORY DATA
  • Table 67 Sales of Hair Care by Category: Value 2017-2022
  • Table 68 Sales of Hair Care by Category: % Value Growth 2017-2022
  • Table 69 Sales of Hair Care by Premium vs Mass: % Value 2017-2022
  • Table 70 NBO Company Shares of Hair Care: % Value 2018-2022
  • Table 71 NBO Company Shares of Salon Professional Hair Care: % Value 2018-2022
  • Table 72 LBN Brand Shares of Hair Care: % Value 2019-2022
  • Table 73 LBN Brand Shares of Colourants: % Value 2019-2022
  • Table 74 LBN Brand Shares of Salon Professional Hair Care: % Value 2019-2022
  • Table 75 LBN Brand Shares of Styling Agents: % Value 2019-2022
  • Table 76 LBN Brand Shares of Premium Hair Care: % Value 2019-2022
  • Table 77 Forecast Sales of Hair Care by Category: Value 2022-2027
  • Table 78 Forecast Sales of Hair Care by Category: % Value Growth 2022-2027
  • Table 79 Forecast Sales of Hair Care by Premium vs Mass: % Value 2022-2027
  • MEN'S GROOMING IN GERMANY
KEY DATA FINDINGS
2022 DEVELOPMENTS
  • Wellness habits support growth in men’s grooming in Germany
  • Private label continues growing in a category led by Procter & Gamble
  • E-commerce maintains growth despite reopening of physical stores
PROSPECTS AND OPPORTUNITIES
  • Clean ingredients act as preventative care in men’s grooming
  • Product packaging to see innovation towards sustainability
  • Growth expected in the forecast period due to increasingly aware male consumers
CATEGORY DATA
  • Table 80 Sales of Men’s Grooming by Category: Value 2017-2022
  • Table 81 Sales of Men’s Grooming by Category: % Value Growth 2017-2022
  • Table 82 Sales of Men's Razors and Blades by Type: % Value Breakdown 2019-2022
  • Table 83 Sales of Men's Skin Care by Type: % Value Breakdown 2019-2022
  • Table 84 NBO Company Shares of Men’s Grooming: % Value 2018-2022
  • Table 85 LBN Brand Shares of Men’s Grooming: % Value 2019-2022
  • Table 86 LBN Brand Shares of Men's Razors and Blades: % Value 2019-2022
  • Table 87 Forecast Sales of Men’s Grooming by Category: Value 2022-2027
  • Table 88 Forecast Sales of Men’s Grooming by Category: % Value Growth 2022-2027
  • ORAL CARE IN GERMANY
KEY DATA FINDINGS
2022 DEVELOPMENTS
  • Health-conscious consumers drive dynamic value growth in 2022
  • GlaxoSmithKline remains the leader in oral care in Germany
  • E-commerce sees slower growth, but is here to stay
PROSPECTS AND OPPORTUNITIES
  • Greater health consciousness will support price stability
  • Prevention and health awareness lead the way in oral care
  • Sustainability and natural ingredients are growing concerns amongst consumers
CATEGORY DATA
  • Table 89 Sales of Oral Care by Category: Value 2017-2022
  • Table 90 Sales of Oral Care by Category: % Value Growth 2017-2022
  • Table 91 Sales of Toothbrushes by Category: Value 2017-2022
  • Table 92 Sales of Toothbrushes by Category: % Value Growth 2017-2022
  • Table 93 Sales of Toothpaste by Type: % Value Breakdown 2018-2022
  • Table 94 NBO Company Shares of Oral Care: % Value 2018-2022
  • Table 95 LBN Brand Shares of Oral Care: % Value 2019-2022
  • Table 96 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2019-2022
  • Table 97 LBN Brand Shares of Toothpaste: % Value 2019-2022
  • Table 98 Forecast Sales of Oral Care by Category: Value 2022-2027
  • Table 99 Forecast Sales of Oral Care by Category: % Value Growth 2022-2027
  • Table 100 Forecast Sales of Toothbrushes by Category: Value 2022-2027
  • Table 101 Forecast Sales of Toothbrushes by Category: % Value Growth 2022-2027
  • SKIN CARE IN GERMANY
KEY DATA FINDINGS
2022 DEVELOPMENTS
  • Skin care sees only slow value growth, due to the decline of body care
  • Dermocosmetics remain important in skin care
  • Focus on ingredients with specific claims
PROSPECTS AND OPPORTUNITIES
  • Skin care will continue to benefit from high consumer interest
  • High-performance products set to increase in popularity
  • At-home electronic facial devices likely to gain ground
CATEGORY DATA
  • Table 120 Sales of Skin Care by Category: Value 2017-2022
  • Table 121 Sales of Skin Care by Category: % Value Growth 2017-2022
  • Table 122 NBO Company Shares of Skin Care: % Value 2018-2022
  • Table 123 LBN Brand Shares of Skin Care: % Value 2019-2022
  • Table 124 LBN Brand Shares of Basic Moisturisers: % Value 2019-2022
  • Table 125 LBN Brand Shares of Anti-agers: % Value 2019-2022
  • Table 126 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2019-2022
  • Table 127 LBN Brand Shares of General Purpose Body Care: % Value 2019-2022
  • Table 128 LBN Brand Shares of Premium Skin Care: % Value 2019-2022
  • Table 129 Forecast Sales of Skin Care by Category: Value 2022-2027
  • Table 130 Forecast Sales of Skin Care by Category: % Value Growth 2022-2027
  • SUN CARE IN GERMANY
KEY DATA FINDINGS
2022 DEVELOPMENTS
  • Growing awareness of the need for sun protection boosts sun care
  • Beiersdorf retains the lead with its well-known and widely available brands
  • Consumers seek premium products for better sun protection
PROSPECTS AND OPPORTUNITIES
  • Dynamic growth expected in the forecast period
  • Blurring the line between sun care, skin care, and colour cosmetics
  • Future of sun care likely to be multifunctional
CATEGORY DATA
  • Table 102 Sales of Sun Care by Category: Value 2017-2022
  • Table 103 Sales of Sun Care by Category: % Value Growth 2017-2022
  • Table 104 NBO Company Shares of Sun Care: % Value 2018-2022
  • Table 105 LBN Brand Shares of Sun Care: % Value 2019-2022
  • Table 106 LBN Brand Shares of Premium Adult Sun Care: % Value 2019-2022
  • Table 107 Forecast Sales of Sun Care by Category: Value 2022-2027
  • Table 108 Forecast Sales of Sun Care by Category: % Value Growth 2022-2027