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Beauty and Personal Care in Germany

  • ID: 2666829
  • Report
  • October 2021
  • Region: Germany
  • 140 Pages
  • Euromonitor International
Beauty and personal care was one of the industries in Germany to experience the negative impact of the pandemic in 2020, resulting in overall single-digit declines in current value terms. The negative impact of COVID-19 was strongly felt in categories such as colour cosmetics, fragrances and sun care, with all three categories recording the strongest declining value sales in 2020. Lockdowns, store closures, home seclusion and social distancing have hit these categories particularly hard.

The publisher'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 2016-2020, allowing you to identify the sectors driving growth. Forecasts to 2025 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.
Note: Product cover images may vary from those shown

EXECUTIVE SUMMARY
  • COVID-19 impact on beauty and personal care
  • COVID-19 country impact
  • Company response
  • Retailing shift
  • What next for beauty and personal care?

CHART 1 Beauty and Personal Care Value Sales Growth Scenarios: 2018-2025CHART 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2017-2025
MARKET DATA
  • Table 1 Sales of Beauty and Personal Care by Category: Value 2015-2020
  • Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2015-2020
  • Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2016-2020
  • Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2016-2020
  • Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2017-2020
  • Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2015-2020
  • Table 7 Distribution of Beauty and Personal Care by Format: % Value 2015-2020
  • Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2020
  • Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2020-2025
  • Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENTGLOBAL INDUSTRY ENVIRONMENTDISCLAIMER
SOURCES
  • Summary 1 Research Sources

MASS BEAUTY AND PERSONAL CARE IN GERMANYKEY DATA FINDINGS
2020 IMPACT
  • Impact of the pandemic relatively minor on mass products with winners and losers
  • Amplified hygiene practices elevate sales of mass bath and shower products
  • Wider range of products featuring specific benefits to cater to pandemic-driven concerns

RECOVERY AND OPPORTUNITIES
  • Overall quick recovery expected
  • Naturalness and sustainability angles to feature strongly in new launches
  • E-commerce to gain further penetration of mass beauty and personal care

CATEGORY DATA
  • Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2015-2020
  • Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2015-2020
  • Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2016-2020
  • Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2017-2020
  • Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2020-2025
  • Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2020-2025

PREMIUM BEAUTY AND PERSONAL CARE IN GERMANYKEY DATA FINDINGS
2020 IMPACT
  • Pandemic hits premium products particularly hard
  • Premium dermocosmetics show greater resilience
  • Home seclusion accelerates digitalisation of premium beauty and personal care

RECOVERY AND OPPORTUNITIES
  • Longer road to recovery
  • Wellbeing to take centre stage following the pandemic
  • Greater diversification expected for distribution channels and brands

CATEGORY DATA
  • Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2015-2020
  • Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2015-2020
  • Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2016-2020
  • Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2017-2020
  • Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2020-2025
  • Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2020-2025

BABY AND CHILD-SPECIFIC PRODUCTS IN GERMANYKEY DATA FINDINGS
2020 IMPACT
  • Pandemic marginally slows value growth in 2020
  • Baby wipes remains popular for multipurpose attributes
  • Dramatic decline of baby and child-specific sun care

RECOVERY AND OPPORTUNITIES
  • Post-pandemic “new normal” to offer polarising trends for baby and personal care
  • Products with medicated or dermatological positioning to be drivers of growth and innovation
  • E-commerce to further penetrate category with push from dermatologically- positioned products

CATEGORY DATA
  • Table 23 Sales of Baby and Child-specific Products by Category: Value 2015-2020
  • Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2015-2020
  • Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2015-2020
  • Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2016-2020
  • Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2017-2020
  • Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2017-2020
  • Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2017-2020
  • Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2017-2020
  • Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2020-2025
  • Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2020-2025
  • Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2020-2025

BATH AND SHOWER IN GERMANYKEY DATA FINDINGS
2020 IMPACT
  • More stringent personal hygiene routines boost demand for hand sanitisers
  • Increasing demand in 2020 drives up prices higher than review period average
  • Small players significantly increase their presence within liquid soap

RECOVERY AND OPPORTUNITIES
  • Negative rebound expected in some categories
  • Premium segment to recover slowly in coming years
  • E-commerce consolidates its presence and holds future’s best growth prospects

CATEGORY DATA
  • Table 34 Sales of Bath and Shower by Category: Value 2015-2020
  • Table 35 Sales of Bath and Shower by Category: % Value Growth 2015-2020
  • Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2015-2020
  • Table 37 NBO Company Shares of Bath and Shower: % Value 2016-2020
  • Table 38 LBN Brand Shares of Bath and Shower: % Value 2017-2020
  • Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2017-2020
  • Table 40 Forecast Sales of Bath and Shower by Category: Value 2020-2025
  • Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2020-2025
  • Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2020-2025

COLOUR COSMETICS IN GERMANYKEY DATA FINDINGS
2020 IMPACT
  • Drastically reduced socialising hits colour cosmetic sales hard
  • Silver lining for nail products?
  • Store closures lead to acceleration of e-commerce sales

RECOVERY AND OPPORTUNITIES
  • Full recovery will take years to achieve
  • Post-pandemic lipstick effect?
  • Specific benefits to conquer the category

CATEGORY DATA
  • Table 43 Sales of Colour Cosmetics by Category: Value 2015-2020
  • Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2015-2020
  • Table 45 NBO Company Shares of Colour Cosmetics: % Value 2016-2020
  • Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2017-2020
  • Table 47 LBN Brand Shares of Eye Make-up: % Value 2017-2020
  • Table 48 LBN Brand Shares of Facial Make-up: % Value 2017-2020
  • Table 49 LBN Brand Shares of Lip Products: % Value 2017-2020
  • Table 50 LBN Brand Shares of Nail Products: % Value 2017-2020
  • Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2017-2020
  • Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2020-2025
  • Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2020-2025

DEODORANTS IN GERMANYKEY DATA FINDINGS
2020 IMPACT
  • Pandemic breaks period of stable demand for deodorants in 2020
  • Sticks and creams experience fastest drops in demand
  • High brand recognition and trust support Unilever’s leadership

RECOVERY AND OPPORTUNITIES
  • Deodorants to witness modest recovery
  • Innovation and premiumisation to stave off maturity
  • Further penetration of e-commerce within deodorants is likely

CATEGORY DATA
  • Table 54 Sales of Deodorants by Category: Value 2015-2020
  • Table 55 Sales of Deodorants by Category: % Value Growth 2015-2020
  • Table 56 Sales of Deodorants by Premium vs Mass: % Value 2015-2020
  • Table 57 NBO Company Shares of Deodorants: % Value 2016-2020
  • Table 58 LBN Brand Shares of Deodorants: % Value 2017-2020
  • Table 59 LBN Brand Shares of Premium Deodorants: % Value 2017-2020
  • Table 60 Forecast Sales of Deodorants by Category: Value 2020-2025
  • Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2020-2025
  • Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2020-2025

DEPILATORIES IN GERMANYKEY DATA FINDINGS
2020 IMPACT
  • Mature status and lack of mobility in 2020 reduce demand for depilatories
  • “Sensitive” as the main feature
  • Procter & Gamble consolidates lead as major brands show resilience

RECOVERY AND OPPORTUNITIES
  • Depilatories will struggle to fully recover by 2025
  • Pricing strongly linked to quality
  • Natural ingredients to help sustain demand

CATEGORY DATA
  • Table 63 Sales of Depilatories by Category: Value 2015-2020
  • Table 64 Sales of Depilatories by Category: % Value Growth 2015-2020
  • Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2016-2020
  • Table 66 NBO Company Shares of Depilatories: % Value 2016-2020
  • Table 67 LBN Brand Shares of Depilatories: % Value 2017-2020
  • Table 68 Forecast Sales of Depilatories by Category: Value 2020-2025
  • Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2020-2025

FRAGRANCES IN GERMANYKEY DATA FINDINGS
2020 IMPACT
  • Fragrances hit hard by the pandemic
  • Varying performances related to distribution
  • Switch in demand for home fragrances instead

RECOVERY AND OPPORTUNITIES
  • A not so fragrant future?
  • Beyond e-commerce: Overall digital push for fragrances
  • Functional products have strong potential

CATEGORY DATA
  • Table 70 Sales of Fragrances by Category: Value 2015-2020
  • Table 71 Sales of Fragrances by Category: % Value Growth 2015-2020
  • Table 72 NBO Company Shares of Fragrances: % Value 2016-2020
  • Table 73 LBN Brand Shares of Fragrances: % Value 2017-2020
  • Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2017-2020
  • Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2017-2020
  • Table 76 Forecast Sales of Fragrances by Category: Value 2020-2025
  • Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2020-2025

HAIR CARE IN GERMANYKEY DATA FINDINGS
2020 IMPACT
  • Social isolation and government restrictions influence hair care’s performance

DIY attitude from consumers boosts colourants
  • Major players benefit from one-stop visits to grocery retailers in 2020

RECOVERY AND OPPORTUNITIES
  • Sustainable options to remain a growth driver for the coming years
  • Salon professional hair care expected to fully recover
  • Further digitalisation for hair care to improve customer experience

CATEGORY DATA
  • Table 78 Sales of Hair Care by Category: Value 2015-2020
  • Table 79 Sales of Hair Care by Category: % Value Growth 2015-2020
  • Table 80 Sales of Hair Care by Premium vs Mass: % Value 2015-2020
  • Table 81 NBO Company Shares of Hair Care: % Value 2016-2020
  • Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2016-2020
  • Table 83 LBN Brand Shares of Hair Care: % Value 2017-2020
  • Table 84 LBN Brand Shares of Colourants: % Value 2017-2020
  • Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2017-2020
  • Table 86 LBN Brand Shares of Styling Agents: % Value 2017-2020
  • Table 87 LBN Brand Shares of Premium Hair Care: % Value 2017-2020
  • Table 88 Forecast Sales of Hair Care by Category: Value 2020-2025
  • Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2020-2025
  • Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2020-2025

MEN'S GROOMING IN GERMANYKEY DATA FINDINGS
2020 IMPACT
  • Social isolation damages demand for men’s fragrances and exacerbates decline for men’s shaving
  • Men’s toiletries shows greater resilience to pandemic
  • Highly fragmented competitive landscape where smaller players and private label gain share in 2020

RECOVERY AND OPPORTUNITIES
  • Men’s fragrances expected to struggle to fully recover by 2025
  • Beard grooming boom: No recovery in sight for men’s shaving
  • Premium to outperform mass segment returning to pre-pandemic trend

CATEGORY DATA
  • Table 91 Sales of Men’s Grooming by Category: Value 2015-2020
  • Table 92 Sales of Men’s Grooming by Category: % Value Growth 2015-2020
  • Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2016-2020
  • Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2017-2020
  • Table 95 NBO Company Shares of Men’s Grooming: % Value 2016-2020
  • Table 96 LBN Brand Shares of Men’s Grooming: % Value 2017-2020
  • Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2017-2020
  • Table 98 Forecast Sales of Men’s Grooming by Category: Value 2020-2025
  • Table 99 Forecast Sales of Men’s Grooming by Category: % Value Growth 2020-2025

ORAL CARE IN GERMANYKEY DATA FINDINGS
2020 IMPACT
  • Mouthwashes benefits from perceived benefits preventing COVID-19 infection
  • Value growth marginally slower in 2020
  • GlaxoSmithKline and Procter & Gamble consolidate their leadership

RECOVERY AND OPPORTUNITIES
  • Health-oriented segment leverages future growth
  • Technology to drive growth of electric toothbrushes
  • E-commerce to gradually penetrate category

CATEGORY DATA
  • Table 100 Sales of Oral Care by Category: Value 2015-2020
  • Table 101 Sales of Oral Care by Category: % Value Growth 2015-2020
  • Table 102 Sales of Toothbrushes by Category: Value 2015-2020
  • Table 103 Sales of Toothbrushes by Category: % Value Growth 2015-2020
  • Table 104 Sales of Toothpaste by Type: % Value Breakdown 2016-2020
  • Table 105 NBO Company Shares of Oral Care: % Value 2016-2020
  • Table 106 LBN Brand Shares of Oral Care: % Value 2017-2020
  • Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2017-2020
  • Table 108 LBN Brand Shares of Toothpaste: % Value 2017-2020
  • Table 109 Forecast Sales of Oral Care by Category: Value 2020-2025
  • Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025
  • Table 111 Forecast Sales of Toothbrushes by Category: Value 2020-2025
  • Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2020-2025

SKIN CARE IN GERMANYKEY DATA FINDINGS
2020 IMPACT
  • Germans maintain basic skin care routines at home
  • “Maskne” creates demand for certain skin care products
  • Higher current value growth for dermocosmetics skin care in 2020

RECOVERY AND OPPORTUNITIES
  • Positive outlook for skin care
  • High concentration products and powerful ingredients: Takeaways from the pandemic
  • Repositioning of whitening products to focus more on health and wellbeing

CATEGORY DATA
  • Table 113 Sales of Skin Care by Category: Value 2015-2020
  • Table 114 Sales of Skin Care by Category: % Value Growth 2015-2020
  • Table 115 NBO Company Shares of Skin Care: % Value 2016-2020
  • Table 116 LBN Brand Shares of Skin Care: % Value 2017-2020
  • Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2017-2020
  • Table 118 LBN Brand Shares of Anti-agers: % Value 2017-2020
  • Table 119 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2017-2020
  • Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2017-2020
  • Table 121 LBN Brand Shares of Premium Skin Care: % Value 2017-2020
  • Table 122 Forecast Sales of Skin Care by Category: Value 2020-2025
  • Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2020-2025

SUN CARE IN GERMANYKEY DATA FINDINGS
2020 IMPACT
  • Sun care: Another victim of the pandemic
  • Dermocosmetics adult sun care shows greater resilience
  • Innovation and hybrid approach continues

RECOVERY AND OPPORTUNITIES
  • Stabilisation estimated in mid-forecast period
  • Hyperpigmentation issue will support demand
  • Product safety and transparency scrutiny expected in the light of COVID-19

CATEGORY DATA
  • Table 124 Sales of Sun Care by Category: Value 2015-2020
  • Table 125 Sales of Sun Care by Category: % Value Growth 2015-2020
  • Table 126 NBO Company Shares of Sun Care: % Value 2016-2020
  • Table 127 LBN Brand Shares of Sun Care: % Value 2017-2020
  • Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2017-2020
  • Table 129 Forecast Sales of Sun Care by Category: Value 2020-2025
  • Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2020-2025
Note: Product cover images may vary from those shown