Beauty and Personal Care in Germany

Beauty and Personal Care in Germany

The beauty and personal care industry in Germany bounced back to positive current value growth in 2021, although value sales still fell shy of the pre-pandemic level. On the one hand, various personal care products, particularly hair care, oral care and sun care, registered the most dynamic growth. On the other hand, the second year of the pandemic continued to negatively affect beauty products: colour cosmetics declined the most, linked to ongoing regulations on compulsory mask wearing, and hom...

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 2017-2021, allowing you to identify the sectors driving growth. Forecasts to 2026 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.


Beauty and Personal Care in Germany
Euromonitor International
September 2022
List Of Contents And Tables
BEAUTY AND PERSONAL CARE IN GERMANY
EXECUTIVE SUMMARY
Beauty and personal care in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for beauty and personal care?
CHART 1 Beauty and Personal Care Value Sales Growth Scenarios: 2019-2026
CHART 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2019-2026
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2016-2021
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2017-2021
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2017-2021
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2018-2021
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2016-2021
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2016-2021
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2021
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2021-2026
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN GERMANY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Mass beauty and personal care returns to growth
Dynamism for mass hair care
New private label product developments help in the competition with branded products
PROSPECTS AND OPPORTUNITIES
Positive forecast for mass beauty and personal care
Maturity and competition from premium products to put pressure on mass fragrances
Natural ranges set to continue to drive sales
CATEGORY DATA
Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2016-2021
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2017-2021
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2018-2021
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2021-2026
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2021-2026
PREMIUM BEAUTY AND PERSONAL CARE IN GERMANY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Value growth returns, albeit only marginal
L’Oréal holds onto its strong lead
Strong competition fuels growing focus on quality and innovation
PROSPECTS AND OPPORTUNITIES
Good prospects for premium beauty and personal care
Customisation and personalisation set to maintain growth
Innovation and consumers’ appreciation of quality products to drive sales
CATEGORY DATA
Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2016-2021
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2017-2021
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2018-2021
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2021-2026
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2021-2026
BABY AND CHILD-SPECIFIC PRODUCTS IN GERMANY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Performance still positive, but with less “pandemic effect”
Baby and child-specific sun care shows the strongest growth
Interest in natural and eco-friendly products remains strong
PROSPECTS AND OPPORTUNITIES
Demographics will be the biggest obstacle to growth
Dermocosmetics look set to expand as clean beauty trend gains traction
Focus on eco-friendliness to pick up momentum
CATEGORY DATA
Table 23 Sales of Baby and Child-specific Products by Category: Value 2016-2021
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2016-2021
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2016-2021
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2017-2021
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2018-2021
Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2018-2021
Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2018-2021
Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2018-2021
Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2021-2026
Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2021-2026
Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2021-2026
BATH AND SHOWER IN GERMANY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Growth normalises as hand sanitisers starts to lose steam in 2021
Increased product availability amongst online players boosts e-commerce sales
Unilever remains the leader in Germany, despite a difficult couple of years
PROSPECTS AND OPPORTUNITIES
Bath and shower to grow at a slow pace in the coming years
Bath additives will be hit by consumers’ changing lifestyles
Grocery retailers to lose share to e-commerce
CATEGORY DATA
Table 34 Sales of Bath and Shower by Category: Value 2016-2021
Table 35 Sales of Bath and Shower by Category: % Value Growth 2016-2021
Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2016-2021
Table 37 NBO Company Shares of Bath and Shower: % Value 2017-2021
Table 38 LBN Brand Shares of Bath and Shower: % Value 2018-2021
Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2018-2021
Table 40 Forecast Sales of Bath and Shower by Category: Value 2021-2026
Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2021-2026
Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2021-2026
COLOUR COSMETICS IN GERMANY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Pandemic continues to negatively affect demand for colour cosmetics
Colour cosmetics sets/kits benefits from more gifting occasions
Henkel enters the colour cosmetics space
PROSPECTS AND OPPORTUNITIES
After the COVID-19 struggles, colour cosmetics is set to return to growth
Rising interest in self-care drives the use of skin care properties in colour cosmetics
K-beauty could be the answer to consumers’ needs
CATEGORY DATA
Table 43 Sales of Colour Cosmetics by Category: Value 2016-2021
Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2016-2021
Table 45 NBO Company Shares of Colour Cosmetics: % Value 2017-2021
Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2018-2021
Table 47 LBN Brand Shares of Eye Make-up: % Value 2018-2021
Table 48 LBN Brand Shares of Facial Make-up: % Value 2018-2021
Table 49 LBN Brand Shares of Lip Products: % Value 2018-2021
Table 50 LBN Brand Shares of Nail Products: % Value 2018-2021
Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2018-2021
Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2021-2026
Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2021-2026
DEODORANTS IN GERMANY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Deodorants posts a further decline in 2021
New product innovations based on free-from, natural and sustainability trends
Unilever and Beiersdorf maintain their leading positions
PROSPECTS AND OPPORTUNITIES
Volume sales set to return to growth in line with a return to more active and sociable lifestyles
Leading players to expand online in order to drive sales
Clean beauty and antibacterial properties will appeal to consumers in the coming years
CATEGORY DATA
Table 54 Sales of Deodorants by Category: Value 2016-2021
Table 55 Sales of Deodorants by Category: % Value Growth 2016-2021
Table 56 Sales of Deodorants by Premium vs Mass: % Value 2016-2021
Table 57 NBO Company Shares of Deodorants: % Value 2017-2021
Table 58 LBN Brand Shares of Deodorants: % Value 2018-2021
Table 59 LBN Brand Shares of Premium Deodorants: % Value 2018-2021
Table 60 Forecast Sales of Deodorants by Category: Value 2021-2026
Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2021-2026
Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2021-2026
DEPILATORIES IN GERMANY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Sales of depilatories continue to decline in 2021
Growing range of epilation devices puts pressure on depilatories
Stable competitive landscape, with minimal movements in the ranking
PROSPECTS AND OPPORTUNITIES
Women’s razors and blades to remain most popular, despite increasing concerns over sustainability
Nevertheless, value for money razors and blades set to drive growth
Greater fragmentation expected as consumers seek alternative treatments online
CATEGORY DATA
Table 63 Sales of Depilatories by Category: Value 2016-2021
Table 64 Sales of Depilatories by Category: % Value Growth 2016-2021
Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2017-2021
Table 66 NBO Company Shares of Depilatories: % Value 2017-2021
Table 67 LBN Brand Shares of Depilatories: % Value 2018-2021
Table 68 Forecast Sales of Depilatories by Category: Value 2021-2026
Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2021-2026
FRAGRANCES IN GERMANY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Volume sales continue to decline, but price rises limit the value decline
Coty retains its clear lead in fragrances
Focus on price promotions, longer promotional periods and e-commerce
PROSPECTS AND OPPORTUNITIES
Volume recovery likely to be very slow due to changing consumption habits
The appeal of fragrances in helping to reduce stress
Innovation set to return in both the premium and mass segments
CATEGORY DATA
Table 70 Sales of Fragrances by Category: Value 2016-2021
Table 71 Sales of Fragrances by Category: % Value Growth 2016-2021
Table 72 NBO Company Shares of Fragrances: % Value 2017-2021
Table 73 LBN Brand Shares of Fragrances: % Value 2018-2021
Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2018-2021
Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2018-2021
Table 76 Forecast Sales of Fragrances by Category: Value 2021-2026
Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2021-2026
HAIR CARE IN GERMANY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Hair care continues to show strong growth in 2021
Drugstores/parapharmacies and beauty specialists regain value share
Local player Henkel maintains its lead in hair care
PROSPECTS AND OPPORTUNITIES
Hair care products to increase in real unit prices over the forecast period
Environmentally-friendly and sustainable products available for consumers
E-commerce channel forecast to see the most growth
CATEGORY DATA
Table 78 Sales of Hair Care by Category: Value 2016-2021
Table 79 Sales of Hair Care by Category: % Value Growth 2016-2021
Table 80 Sales of Hair Care by Premium vs Mass: % Value 2016-2021
Table 81 NBO Company Shares of Hair Care: % Value 2017-2021
Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2017-2021
Table 83 LBN Brand Shares of Hair Care: % Value 2018-2021
Table 84 LBN Brand Shares of Colourants: % Value 2018-2021
Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2018-2021
Table 86 LBN Brand Shares of Styling Agents: % Value 2018-2021
Table 87 LBN Brand Shares of Premium Hair Care: % Value 2018-2021
Table 88 Forecast Sales of Hair Care by Category: Value 2021-2026
Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2021-2026
Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2021-2026
MEN'S GROOMING IN GERMANY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Men’s grooming returns to value growth in 2021
Top player regains share and private label performs well
E-commerce continues its rapid expansion in men’s grooming
PROSPECTS AND OPPORTUNITIES
Decline in men’s shaving set to offset value growth in men’s grooming
Premium price segment forecast to grow strongly in men’s toiletries
Beard trend expected to continue to drive growth in men’s grooming
CATEGORY DATA
Table 91 Sales of Men’s Grooming by Category: Value 2016-2021
Table 92 Sales of Men’s Grooming by Category: % Value Growth 2016-2021
Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2018-2021
Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2018-2021
Table 95 NBO Company Shares of Men’s Grooming: % Value 2017-2021
Table 96 LBN Brand Shares of Men’s Grooming: % Value 2018-2021
Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2018-2021
Table 98 Forecast Sales of Men’s Grooming by Category: Value 2021-2026
Table 99 Forecast Sales of Men’s Grooming by Category: % Value Growth 2021-2026
ORAL CARE IN GERMANY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Oral care posts a strong year in 2021, leveraged by growth for electric toothbrushes
GlaxoSmithKline Healthcare remains the clear leader in oral care in Germany
Sensitive toothpaste continues growing at a rapid pace
PROSPECTS AND OPPORTUNITIES
Ageing population and health and wellness trend to continue benefiting sales
E-commerce forecast to grow strongly
Electric toothbrushes expected to see the strongest growth
CATEGORY DATA
Table 100 Sales of Oral Care by Category: Value 2016-2021
Table 101 Sales of Oral Care by Category: % Value Growth 2016-2021
Table 102 Sales of Toothbrushes by Category: Value 2016-2021
Table 103 Sales of Toothbrushes by Category: % Value Growth 2016-2021
Table 104 Sales of Toothpaste by Type: % Value Breakdown 2017-2021
Table 105 NBO Company Shares of Oral Care: % Value 2017-2021
Table 106 LBN Brand Shares of Oral Care: % Value 2018-2021
Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2018-2021
Table 108 LBN Brand Shares of Toothpaste: % Value 2018-2021
Table 109 Forecast Sales of Oral Care by Category: Value 2021-2026
Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2021-2026
Table 111 Forecast Sales of Toothbrushes by Category: Value 2021-2026
Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2021-2026
SKIN CARE IN GERMANY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Skin care maintains a positive performance in 2021
Major multinational continues to lead
Ingredients, ingredients, ingredient
PROSPECTS AND OPPORTUNITIES
The forecast period could see the strong rise of skin care for men
Affordable luxury brands likely to be amongst the best performers
Innovative skin patches set to drive demand
CATEGORY DATA
Table 113 Sales of Skin Care by Category: Value 2016-2021
Table 114 Sales of Skin Care by Category: % Value Growth 2016-2021
Table 115 NBO Company Shares of Skin Care: % Value 2017-2021
Table 116 LBN Brand Shares of Skin Care: % Value 2018-2021
Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2018-2021
Table 118 LBN Brand Shares of Anti-agers: % Value 2018-2021
Table 119 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2018-2021
Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2018-2021
Table 121 LBN Brand Shares of Premium Skin Care: % Value 2018-2021
Table 122 Forecast Sales of Skin Care by Category: Value 2021-2026
Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2021-2026
SUN CARE IN GERMANY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Positive performance for sun care in 2021, supported by innovation
Beiersdorf leads sun care in 2021
Innovative, anti-ageing, anti-dark spot sun care products are on the rise
PROSPECTS AND OPPORTUNITIES
Sun protection products become multifunctional
Vegan sun care is on the rise
Product innovation and development to focus on value-added features
CATEGORY DATA
Table 124 Sales of Sun Care by Category: Value 2016-2021
Table 125 Sales of Sun Care by Category: % Value Growth 2016-2021
Table 126 NBO Company Shares of Sun Care: % Value 2017-2021
Table 127 LBN Brand Shares of Sun Care: % Value 2018-2021
Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2018-2021
Table 129 Forecast Sales of Sun Care by Category: Value 2021-2026
Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2021-2026

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