Beauty and Personal Care in Germany

Beauty and personal care maintained solid current value growth in Germany in 2023, in part attributed to high prices, whereas volume sales remained variable across the categories. Premium beauty and personal care outpaced the growth rate of mass beauty and personal care during the year, although both saw a positive performance. The premiumisation of mass brands has also continued, and consumer trust in local and mass brands is growing.

The 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 2019-2023, allowing you to identify the sectors driving growth. Forecasts to 2028 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.

EXECUTIVE SUMMARY

Beauty and personal care in 2023: The big picture
2023 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 2018-2023
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2019-2023
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2019-2023
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2020-2023
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2018-2023
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2018-2023
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2023
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2023-2028
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2023-2028

DISCLAIMER

SOURCES

Summary 1 Research Sources

MASS BEAUTY AND PERSONAL CARE IN GERMANYKEY DATA FINDINGS

2023 DEVELOPMENTS

Healthy growth for mass beauty and personal care
Mass colour cosmetics sees the most impressive growth

PROSPECTS AND OPPORTUNITIES

Mass beauty and personal care to maintain growth over the forecast period
Growing importance of organic and natural ingredients
Premiumisation trend set to continue in mass beauty and personal care

CATEGORY DATA

Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2019-2023
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2020-2023
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2023-2028
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2023-2028

PREMIUM BEAUTY AND PERSONAL CARE IN GERMANYKEY DATA FINDINGS

2023 DEVELOPMENTS

Premium beauty and personal care outperforms its mass counterparts
The “lipstick effect” persists in 2023
Premium deodorants and fragrances see healthy dynamics

PROSPECTS AND OPPORTUNITIES

Premium beauty and personal care expected to see continuous growth
Naturalness and premiumisation trends set to strengthen over the forecast period
Consumers will still seek cost-saving options when purchasing premium products

CATEGORY DATA

Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2019-2023
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2020-2023
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2023-2028
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2023-2028

BABY AND CHILD-SPECIFIC PRODUCTS IN GERMANYKEY DATA FINDINGS

2023 DEVELOPMENTS

Value sales see decent growth, with sun care the best performer
Sensitive skin is in focus across products for infants
Dermocosmetics also on the rise in baby and child-specific products

PROSPECTS AND OPPORTUNITIES

Players set to compete in eco-friendly areas to win sales in a sluggish environment
Private label set to gain ground over the forecast period
Baby and child-specific sun care to remain dynamic, thanks to hot weather and consumer awareness

CATEGORY DATA

Table 23 Sales of Baby and Child-specific Products by Category: Value 2018-2023
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2019-2023
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2020-2023
Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2020-2023
Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2020-2023
Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2020-2023
Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2023-2028
Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2023-2028
Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2023-2028

BATH AND SHOWER IN GERMANYKEY DATA FINDINGS

2023 DEVELOPMENTS

Positive sales in body wash/shower gel hold up the overall performance of bath and shower
Health and personal care stores increase channel share
Private labels become more competitive through product enhancements

PROSPECTS AND OPPORTUNITIES

“Skinification” trend set to rise in bath and shower
Sustainable packaging will become increasingly important
Health and personal care stores are expected to provide the shopping experience of the future

CATEGORY DATA

Table 34 Sales of Bath and Shower by Category: Value 2018-2023
Table 35 Sales of Bath and Shower by Category: % Value Growth 2018-2023
Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023
Table 37 NBO Company Shares of Bath and Shower: % Value 2019-2023
Table 38 LBN Brand Shares of Bath and Shower: % Value 2020-2023
Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2020-2023
Table 40 Forecast Sales of Bath and Shower by Category: Value 2023-2028
Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2023-2028
Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2023-2028

COLOUR COSMETICS IN GERMANYKEY DATA FINDINGS

2023 DEVELOPMENTS

Colour cosmetics maintains robust growth in both mass and premium terms
Lip products sees the strongest performance in colour cosmetics
Cosnova achieves top place ahead of L'Oréal

PROSPECTS AND OPPORTUNITIES

Colour cosmetics will maintain positive growth, driven by make-up trends
Multifunctional products blur the lines between categories
Technical advancements and developments in “clean” beauty will drive trends - particularly among the younger demographic

CATEGORY DATA

Table 43 Sales of Colour Cosmetics by Category: Value 2018-2023
Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2018-2023
Table 45 NBO Company Shares of Colour Cosmetics: % Value 2019-2023
Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2020-2023
Table 47 LBN Brand Shares of Eye Make-up: % Value 2020-2023
Table 48 LBN Brand Shares of Facial Make-up: % Value 2020-2023
Table 49 LBN Brand Shares of Lip Products: % Value 2020-2023
Table 50 LBN Brand Shares of Nail Products: % Value 2020-2023
Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2020-2023
Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2023-2028
Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2023-2028

DEODORANTS IN GERMANYKEY DATA FINDINGS

2023 DEVELOPMENTS

Active lifestyles, hot weather and a focus on hygiene drive strong growth
Deodorant roll-ons leads the category with high double-digit growth in 2023
Unilever maintains lead, yet faces rising competition from Beiersdorf

PROSPECTS AND OPPORTUNITIES

Deodorants set to maintain stable baseline demand
Innovation, natural trends, and “skinification” set to drive future growth
Strong competition between the two leading players expected to continue

CATEGORY DATA

Table 54 Sales of Deodorants by Category: Value 2018-2023
Table 55 Sales of Deodorants by Category: % Value Growth 2018-2023
Table 56 Sales of Deodorants by Premium vs Mass: % Value 2018-2023
Table 57 NBO Company Shares of Deodorants: % Value 2019-2023
Table 58 LBN Brand Shares of Deodorants: % Value 2020-2023
Table 59 LBN Brand Shares of Premium Deodorants: % Value 2020-2023
Table 60 Forecast Sales of Deodorants by Category: Value 2023-2028
Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2023-2028
Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2023-2028

DEPILATORIES IN GERMANYKEY DATA FINDINGS

2023 DEVELOPMENTS

Depilatories sees sluggish volume sales, while small baseline demand remains
Pre-shave products face cross-category competition
Procter & Gamble maintains its overall strength, while private label is set to increase its small share

PROSPECTS AND OPPORTUNITIES

Ongoing focus on sustainability and natural ingredients
Competition from beauty salons and at-home depilatory systems set to rise
Consumers seek depilatory products to suit different needs

CATEGORY DATA

Table 63 Sales of Depilatories by Category: Value 2018-2023
Table 64 Sales of Depilatories by Category: % Value Growth 2018-2023
Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2019-2023
Table 66 NBO Company Shares of Depilatories: % Value 2019-2023
Table 67 LBN Brand Shares of Depilatories: % Value 2020-2023
Table 68 Forecast Sales of Depilatories by Category: Value 2023-2028
Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2023-2028

FRAGRANCES IN GERMANYKEY DATA FINDINGS

2023 DEVELOPMENTS

Fragrances records positive growth boosted by rising unit prices
The ‘’scent economy’’ concept offers both opportunities and challenges
Fragrance sets/kits maintain their gifting popularity and inspire future purchases of larger formats

PROSPECTS AND OPPORTUNITIES

Fragrances set to see moderate growth, with premiumisation trends expected
E-commerce looks set to remain a strong channel for fragrances
Maintaining momentum: A market reaching maturity

CATEGORY DATA

Table 70 Sales of Fragrances by Category: Value 2018-2023
Table 71 Sales of Fragrances by Category: % Value Growth 2018-2023
Table 72 NBO Company Shares of Fragrances: % Value 2019-2023
Table 73 LBN Brand Shares of Fragrances: % Value 2020-2023
Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2020-2023
Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2020-2023
Table 76 Forecast Sales of Fragrances by Category: Value 2023-2028
Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2023-2028

HAIR CARE IN GERMANYKEY DATA FINDINGS

2023 DEVELOPMENTS

Baseline demand supports overall stable sales for hair care
Hair care sees healthy distribution across channels
Competition is tight between brands in hair care

PROSPECTS AND OPPORTUNITIES

Sustainability trends are expected to bring innovation in packaging formats
“Clean” and “green” beauty trends will continue to influence developments in hair care ingredients
Digital developments set to enhance the online purchasing process

CATEGORY DATA

Table 78 Sales of Hair Care by Category: Value 2018-2023
Table 79 Sales of Hair Care by Category: % Value Growth 2018-2023
Table 80 Sales of Hair Care by Premium vs Mass: % Value 2018-2023
Table 81 NBO Company Shares of Hair Care: % Value 2019-2023
Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2019-2023
Table 83 LBN Brand Shares of Hair Care: % Value 2020-2023
Table 84 LBN Brand Shares of Colourants: % Value 2020-2023
Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2020-2023
Table 86 LBN Brand Shares of Styling Agents: % Value 2020-2023
Table 87 LBN Brand Shares of Premium Hair Care: % Value 2020-2023
Table 88 Forecast Sales of Hair Care by Category: Value 2023-2028
Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2023-2028
Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2023-2028

MEN'S GROOMING IN GERMANYKEY DATA FINDINGS

2023 DEVELOPMENTS

Variable performances seen across subcategories in men’s grooming
Health and personal care stores maintain their popularity for men’s grooming
Men’s branded products are prioritised in Germany, despite cost-of-living crisis

PROSPECTS AND OPPORTUNITIES

Opportunities remain for private label to expand further in men’s grooming
All-in-one products, “skinification” trends, and natural formulas are expected to gain traction
Men’s grooming products going the extra mile with integrated smart gadgets

CATEGORY DATA

Table 91 Sales of Men’s Grooming by Category: Value 2018-2023
Table 92 Sales of Men’s Grooming by Category: % Value Growth 2018-2023
Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2020-2023
Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2020-2023
Table 95 NBO Company Shares of Men’s Grooming: % Value 2019-2023
Table 96 LBN Brand Shares of Men’s Grooming: % Value 2020-2023
Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2020-2023
Table 98 Forecast Sales of Men’s Grooming by Category: Value 2023-2028
Table 99 Forecast Sales of Men’s Grooming by Category: % Value Growth 2023-2028

ORAL CARE IN GERMANYKEY DATA FINDINGS

2023 DEVELOPMENTS

Baseline demand drives small sales in oral care
Global giants maintain their leads, while there remains room for smaller brands to emerge in specialist areas
Omnichannel purchasing patterns noted in oral care

PROSPECTS AND OPPORTUNITIES

Sustainability trends expected to become more prominent in oral care
Personalisation will help prevent many oral care issues and boost sales of specialised products
Could e-commerce outpace health and beauty specialists?

CATEGORY DATA

Table 100 Sales of Oral Care by Category: Value 2018-2023
Table 101 Sales of Oral Care by Category: % Value Growth 2018-2023
Table 102 Sales of Toothbrushes by Category: Value 2018-2023
Table 103 Sales of Toothbrushes by Category: % Value Growth 2018-2023
Table 104 Sales of Toothpaste by Type: % Value Breakdown 2019-2023
Table 105 NBO Company Shares of Oral Care: % Value 2019-2023
Table 106 LBN Brand Shares of Oral Care: % Value 2020-2023
Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2020-2023
Table 108 LBN Brand Shares of Toothpaste: % Value 2020-2023
Table 109 Forecast Sales of Oral Care by Category: Value 2023-2028
Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2023-2028
Table 111 Forecast Sales of Toothbrushes by Category: Value 2023-2028
Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2023-2028

SKIN CARE IN GERMANYKEY DATA FINDINGS

2023 DEVELOPMENTS

Skin care is supported by the ongoing self-care and health and wellbeing trends
Targeted uses, multiple benefits, dermocosmetics, and sustainability drive trends
Dermocosmetics achieve robust value growth, thanks to aligning with current skin care trends

PROSPECTS AND OPPORTUNITIES

Skin care will see ongoing stable demand
From dermocosmetics to natural formulations, consumers will continue to seek efficacy and convenience
Sophisticated formulas, growing awareness and movement from ingredients to formula-centric beauty

CATEGORY DATA

Table 113 Sales of Skin Care by Category: Value 2018-2023
Table 114 Sales of Skin Care by Category: % Value Growth 2018-2023
Table 115 NBO Company Shares of Skin Care: % Value 2019-2023
Table 116 LBN Brand Shares of Skin Care: % Value 2020-2023
Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2020-2023
Table 118 LBN Brand Shares of Anti-agers: % Value 2020-2023
Table 119 LBN Brand Shares of Firming Body Care: % Value 2020-2023
Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2020-2023
Table 121 LBN Brand Shares of Premium Skin Care: % Value 2020-2023
Table 122 Forecast Sales of Skin Care by Category: Value 2023-2028
Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2023-2028

SUN CARE IN GERMANYKEY DATA FINDINGS

2023 DEVELOPMENTS

Small and stable demand for sun care, due to consumers’ awareness of the importance of sun protection
“Skinification” and “clean” formulas appeal to sophisticated consumers
Baby and child-specific sun care grows faster than adult sun care

PROSPECTS AND OPPORTUNITIES

A positive path ahead for sun care, although sales will remain dependent on weather
Dermocosmetics expected to become increasingly mainstream in sun care
“Clean” and “green” beauty trends set to rise in sun care

CATEGORY DATA

Table 124 Sales of Sun Care by Category: Value 2018-2023
Table 125 Sales of Sun Care by Category: % Value Growth 2018-2023
Table 126 NBO Company Shares of Sun Care: % Value 2019-2023
Table 127 LBN Brand Shares of Sun Care: % Value 2020-2023
Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2020-2023
Table 129 Forecast Sales of Sun Care by Category: Value 2023-2028
Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2023-2028

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