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Report
Beauty and Personal Care in Germany
Market Direction I 2023-06-29 I 134 Pages I Euromonitor
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. In the context of a return to normality post-COVID-19, but at the same time with raging inflation, accelerated by the war in Ukraine, and a soaring energy c...
Euromonitor International'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.
Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.
Beauty and Personal Care in Germany
Euromonitor International
July 2023
List Of Contents And Tables
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'Oreal 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'Oreal 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
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