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Germany Beauty and Personal Care Products - Growth, Trends, COVID-19 Impact, and Forecasts (2022 - 2027)

  • ID: 4828385
  • Report
  • June 2022
  • Region: Germany
  • 90 Pages
  • Mordor Intelligence


  • Beiersdorf AG
  • L'Oreal Group
  • Natura & Co.
  • Procter & Gamble
  • Revlon
  • Riverderm AG
Germany Beauty and Personal Care Products market is projected to grow at a CAGR of 4.8% during the forecast period.

The outbreak of COVID-19 impacted the overall sales of Beauty abd Personal care products in Germany. The pandemic influenced consumers spending habits and purchasing decisions which led to a slight decline in the market growth. Furthermore, the on-premise sales through supermarkets and convenience stores witnessed a decline due to the subsequent lockdowns and closure of retail stores, as individuals have been practicing social distancing measures and avoiding gatherings and outings. However, online e-commerce platforms performed well across Beauty product categories in 2020.

The German cosmetics and toiletries market is mainly driven by women and younger consumers, as they are willing to spend more money on such offerings. Hair, skin and face care products made up the two categories with the highest turnover,

Germany is the largest cosmetic market in Europe, followed by France and the United Kingdom. Drug stores are observed to be the largest distribution channel in the beauty and personal care industry in Germany, owing to their convenient location and wide selection of mass-market beauty brands.

Key Market Trends

Escalating Imports of Skincare Products in the Country

Germany has a magnanimous demand for skincare products, and it has been dependent on imports from other countries to satiate its demand. Thus, the country has been indulging in several trade deals with major skincare-producing countries over the years. In Germany. for skincare, the majority of people focus on many popular brands such as L'Oreal and Unilever PLC. According to ITC Trade Map, Germany imported 4,392 metric ton of skincare products in 2021, with Italy being the major country having a major value share of Germany's imports. The imported value of skincare products in 2020 accounted for USD 97 million, whereas in 2021, the value increased to USD 109 million. However, in 2021, due to the usage of chemical products that penetrate directly into the skin and cause harm, people started using organic products.

Rising Demand of Oral Care Products

Key players in the Germany oral care market are highly indulged in partnerships with several dental associations, by launching oral care centers and campaigns to create awareness and promote their oral care products. Moreover, these dental associations approve various oral care brands as safe and effective to use. This has also encouraged the customers to invest in mouthwashes and other oral care products, supported by rise in per capita spending for oral hygiene products. GlaxoSmithKline and Procter & Gamble continued to lead the German toothpaste market, as they contain a portfolio of well-known and trusted brands. These companies have gained share, partly with the introduction of a new Sensodyne whitening toothpaste, which is also suitable for those with sensitive teeth. Key players are leveraging online platforms optimally, by selling their products through their own websites, as well as by listing the products in the popular e-retailing websites, in order to improve their brand visibility and reachability of products.

Competitive Landscape

Leading players in the market enjoy a dominant presence worldwide. Brand loyalty among the consumers gives these companies an upper edge. Majority of the share is held by the leading players, including L'Oreal Group, Unilever , Procter & Gamble, Beiersdorf AG, Shiseido Company,Revlon ,The Estee Lauder Companies Inc.,Riverderm AG,Skinceuticals Inc.,Natura & Co.among others. The major companies in the market follow the expansion and new launches as the major strategy for improving the regional footprints. The companies are aiming at increasing its production capacities, in order to cater the ever-increasing demand for cosmetics and personal care products. Key players have intensely embarked on industry consolidation by leveraging their distribution network, entering into partnerships with local distributors, especially in the emerging economies.

Additional Benefits:

  • The market estimate (ME) sheet in Excel format
  • 3 months of analyst support

This product will be delivered within 2 business days.
Note: Product cover images may vary from those shown


  • Beiersdorf AG
  • L'Oreal Group
  • Natura & Co.
  • Procter & Gamble
  • Revlon
  • Riverderm AG

1.1 Study Assumptions and Market Definition
1.2 Scope of the Study
4.1 Market Drivers
4.2 Market Restraints
4.3 Porter's Five Forces Analysis
4.3.1 Threat of New Entrants
4.3.2 Bargaining Power of Buyers/Consumers
4.3.3 Bargaining Power of Suppliers
4.3.4 Threat of Substitute Products
4.3.5 Intensity of Competitive Rivalry
5.1 By Type
5.1.1 Personal Care Products
5.1.2 Hair Care Products Shampoo Conditioners Others
5.1.3 Skin Care Products Facial Care Products Body Care Products Lip Care Products Bath and Shower Productrs
5.1.4 Oral Care Toothbrushes Toothpaste Mouthwashes and Rinses Others
5.1.5 Men's Grooming Products Deodrants and Antiperspirants
5.1.6 Cosmetics/Make-up Products Facial Cosmetics Eye Cosmetic Products Lip and Nail Make-up Products Hair styling and colouring products
5.2 By Category
5.2.1 Mass Products
5.2.2 Premium Products
5.3 Distribution Channel
5.3.1 Specialist Retail Stores
5.3.2 Supermarkets/Hypermarkets
5.3.3 Convenience Stores
5.3.4 Pharmacies/Drug Stores
5.3.5 Online Retail Channels
5.3.6 Others
6.1 Most Active Companies
6.2 Most Adopted Strategies
6.3 Market Share Analysis
6.4 Company Profiles
6.4.1 L'Oreal Group
6.4.2 Procter & Gamble
6.4.3 Beiersdorf AG
6.4.4 Unilever
6.4.5 The Estee Lauder Companies Inc.
6.4.6 Shiseido
6.4.7 Skinceuticals Inc
6.4.8 Natura & Co.
6.4.9 Revlon
6.4.10 Riverderm AG
Note: Product cover images may vary from those shown

A selection of companies mentioned in this report includes:

  • L'Oreal Group
  • Procter & Gamble
  • Beiersdorf AG
  • Unilever
  • The Estee Lauder Companies Inc.
  • Shiseido
  • Skinceuticals Inc
  • Natura & Co.
  • Revlon
  • Riverderm AG
Note: Product cover images may vary from those shown