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Beauty and Personal Care in Germany

Published Jul 09, 2025
Length 131 Pages
SKU # EP20199924

Description

In 2024, beauty and personal care in Germany continued to grow in value terms, although growth slowed compared to 2023. Prices continued to rise, contributing to the industry's overall value growth. However, as inflationary pressures eased, the pace of increase slowed, allowing brands to focus more on strategic pricing and promotional tactics. Volume growth remained stable in 2024, supported by falling inflation and increased consumer confidence.

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 2020-2024, allowing you to identify the sectors driving growth. Forecasts to 2029 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.

Table of Contents

131 Pages
Beauty and Personal Care in Germany
Euromonitor International
July 2025
List Of Contents And Tables
BEAUTY AND PERSONAL CARE IN GERMANY
EXECUTIVE SUMMARY
Beauty and personal care in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for beauty and personal care ?
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2019-2024
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2019-2024
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2020-2024
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2020-2024
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2021-2024
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2019-2024
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2019-2024
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2024
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2024-2029
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2024-2029
DISCLAIMER
SOURCES
Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN GERMANY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Steady growth in 2024 is driven by ongoing price sensitivity in Germany
Beiersdorf maintains its top position thanks to its flagship brand Nivea
Growing demand for dermocosmetics boosts growth for mass beauty and personal care
PROSPECTS AND OPPORTUNITIES
Rising prices are set to increase the appeal of mass beauty and personal care
Private label will continue to gain share amid cost-conscious consumer preferences
Premium ingredients present growth opportunities for mass brands
CATEGORY DATA
Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2019-2024
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2019-2024
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2020-2024
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2021-2024
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2024-2029
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2024-2029
PREMIUM BEAUTY AND PERSONAL CARE IN GERMANY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Wellbeing and personalisation drive sales of premium beauty and personal care in Germany
L’Oréal Deutschland continues to lead premium beauty and personal care in 2024
Consumers continue to value premium beauty and personal care products
PROSPECTS AND OPPORTUNITIES
Premium beauty and personal care will continue to attract the middle classes
Dermocosmetics is expected to continue its positive trajectory
The concept of affordable premium will rise, as consumers appreciate high-quality ingredients at lower prices
CATEGORY DATA
Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2019-2024
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2019-2024
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2020-2024
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2021-2024
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2024-2029
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2024-2029
BABY AND CHILD-SPECIFIC PRODUCTS IN GERMANY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Stable growth for baby and child-specific products is driven by gentle, skin-friendly formulations
Nestlé Deutschland AG retains its lead while STADA Arzneimittel AG and NAOS Deutschland GmbH record strong growth
Health and personal care stores regain share, offering parents both value and variety
PROSPECTS AND OPPORTUNITIES
Sales of baby wipes are set to decline, while Generation Alpha offer growth opportunities
Child-specific skin care lines are expected to launch across the forecast period
Retail e-commerce and digital platforms are set to grow, influencing purchasing decisions
CATEGORY DATA
Table 23 Sales of Baby and Child-specific Products by Category: Value 2019-2024
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2019-2024
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2019-2024
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2020-2024
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2021-2024
Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2021-2024
Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2021-2024
Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2021-2024
Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2024-2029
Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2024-2029
Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2024-2029
BATH AND SHOWER IN GERMANY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Innovation within private label supports value growth for bath and shower in 2024
Unilever Deutschland GmbH retains the lead while Rituals Cosmetics records solid growth
Health and beauty specialists lead distribution while retail e-commerce gains ground
PROSPECTS AND OPPORTUNITIES
Sales are set to rise, while growth will be supported by intimate washes
Sustainability will influence innovation as consumers reach for environmentally friendly and natural products
Skin health, sustainability, and personalisation will gain importance across the forecast period
CATEGORY DATA
Table 34 Sales of Bath and Shower by Category: Value 2019-2024
Table 35 Sales of Bath and Shower by Category: % Value Growth 2019-2024
Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2019-2024
Table 37 NBO Company Shares of Bath and Shower: % Value 2020-2024
Table 38 LBN Brand Shares of Bath and Shower: % Value 2021-2024
Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2021-2024
Table 40 Forecast Sales of Bath and Shower by Category: Value 2024-2029
Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2024-2029
Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2024-2029
COLOUR COSMETICS IN GERMANY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Value sales growth is driven by social media influence and a demand for indulgence
Cosnova GmbH leads, despite mounting pressure from L'Oréal Deutschland GmbH
Health and personal care stores lead while recording the strongest uplift in share
PROSPECTS AND OPPORTUNITIES
Habit formation and hybrid formats are set to drive growth across the forecast period
Multifunctional properties, UV protection and skin care benefits will be key to innovation
The demand for affordable luxury is set to influence colour cosmetics
CATEGORY DATA
Table 43 Sales of Colour Cosmetics by Category: Value 2019-2024
Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2019-2024
Table 45 NBO Company Shares of Colour Cosmetics: % Value 2020-2024
Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2021-2024
Table 47 LBN Brand Shares of Eye Make-up: % Value 2021-2024
Table 48 LBN Brand Shares of Facial Make-up: % Value 2021-2024
Table 49 LBN Brand Shares of Lip Products: % Value 2021-2024
Table 50 LBN Brand Shares of Nail Products: % Value 2021-2024
Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2021-2024
Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2024-2029
Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2024-2029
DEODORANTS IN GERMANY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Product variety and convenience remain key drivers of growth for deodorants
Value growth is fuelled by the increasing penetration of pharmaceutical brands
Health and personal care stores extend its lead as consumers appreciate instore promotions
PROSPECTS AND OPPORTUNITIES
The skinification trend is expected to rise, driving growth in deodorants
Roll-ons is set to remain the strongest performer over the forecast period
Long-lasting effectiveness will remain a key focus of innovation
CATEGORY DATA
Table 54 Sales of Deodorants by Category: Value 2019-2024
Table 55 Sales of Deodorants by Category: % Value Growth 2019-2024
Table 56 Sales of Deodorants by Premium vs Mass: % Value 2019-2024
Table 57 NBO Company Shares of Deodorants: % Value 2020-2024
Table 58 LBN Brand Shares of Deodorants: % Value 2021-2024
Table 59 LBN Brand Shares of Premium Deodorants: % Value 2021-2024
Table 60 Forecast Sales of Deodorants by Category: Value 2024-2029
Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2024-2029
Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2024-2029
DEPILATORIES IN GERMANY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Convenience and affordability support the sales of depilatories in 2024
Procter & Gamble maintains its lead while private label gains ground among younger consumers
Health and personal care stores remain the preferred sales channel for depilatories
PROSPECTS AND OPPORTUNITIES
Growth is expected to be challenged by salon-professional treatments
Top players are likely to retain their positions thanks to brand trust and widespread availability
Retail e-commerce sales of depilatories are expected to grow at a slow pace
CATEGORY DATA
Table 63 Sales of Depilatories by Category: Value 2019-2024
Table 64 Sales of Depilatories by Category: % Value Growth 2019-2024
Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2020-2024
Table 66 NBO Company Shares of Depilatories: % Value 2020-2024
Table 67 LBN Brand Shares of Depilatories: % Value 2021-2024
Table 68 Forecast Sales of Depilatories by Category: Value 2024-2029
Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2024-2029
FRAGRANCES IN GERMANY
KEY DATA FINDINGS
2024 DEVELOPMENTS
A solid performance for fragrances is supported by premium products and body mists
Global players maintain control as Coty Deutschland GmbH increases its lead
Repeat purchases are commonplace, boosting share for retail e-commerce
PROSPECTS AND OPPORTUNITIES
Everyday use is set to drive growth as body mists become increasingly popular
Niche brands to gain popularity as consumer seek unique, personalised solutions
Investment in sustainability and technology will be on the rise among players
CATEGORY DATA
Table 70 Sales of Fragrances by Category: Value 2019-2024
Table 71 Sales of Fragrances by Category: % Value Growth 2019-2024
Table 72 NBO Company Shares of Fragrances: % Value 2020-2024
Table 73 LBN Brand Shares of Fragrances: % Value 2021-2024
Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2021-2024
Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2021-2024
Table 76 Forecast Sales of Fragrances by Category: Value 2024-2029
Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2024-2029
HAIR CARE IN GERMANY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Standard shampoos drive sales while hair loss treatments boost growth in 2024
Henkel retains its lead in hair care while Aesop gains momentum with premium natural offerings
Health and beauty specialists lead hair care sales while variety stores and retail e-commerce gain momentum
PROSPECTS AND OPPORTUNITIES
Rising demand for natural and functional hair care is expected to support growth
The development of sustainable hair care packaging is set to rise across the forecast period
AI-driven solutions are set to gain ground in hair care in Germany
CATEGORY DATA
Table 78 Sales of Hair Care by Category: Value 2019-2024
Table 79 Sales of Hair Care by Category: % Value Growth 2019-2024
Table 80 Sales of Hair Care by Premium vs Mass: % Value 2019-2024
Table 81 NBO Company Shares of Hair Care: % Value 2020-2024
Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2020-2024
Table 83 LBN Brand Shares of Hair Care: % Value 2021-2024
Table 84 LBN Brand Shares of Colourants: % Value 2021-2024
Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2021-2024
Table 86 LBN Brand Shares of Styling Agents: % Value 2021-2024
Table 87 LBN Brand Shares of Premium Hair Care: % Value 2021-2024
Table 88 Forecast Sales of Hair Care by Category: Value 2024-2029
Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2024-2029
Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2024-2029
MEN'S GROOMING IN GERMANY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Consumers of men’s grooming balance quality and affordability amid economic caution
Procter & Gamble retains its lead while Weleda AG drives growth through its focus on natural ingredients
Health and beauty specialists lead men’s grooming distribution as variety stores and retail e-commerce gain ground
PROSPECTS AND OPPORTUNITIES
Tech-driven innovation and premium products are set to fuel growth in men’s grooming
Private label is expected to grow as affordability and quality drives consumer loyalty
Demand is set to grow for natural, multifunctional grooming products
CATEGORY DATA
Table 91 Sales of Men’s Grooming by Category: Value 2019-2024
Table 92 Sales of Men’s Grooming by Category: % Value Growth 2019-2024
Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2021-2024
Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2021-2024
Table 95 NBO Company Shares of Men’s Grooming: % Value 2020-2024
Table 96 LBN Brand Shares of Men’s Grooming: % Value 2021-2024
Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2021-2024
Table 98 Forecast Sales of Men’s Grooming by Category: Value 2024-2029
Table 99 Forecast Sales of Men’s Grooming by Category: % Value Growth 2024-2029
ORAL CARE IN GERMANY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Toothbrushes drive sales in oral care as tooth whiteners gain ground
GlaxoSmithKline Healthcare GmbH retains its lead while HappyBrush GmbH drives growth
Health and beauty specialists lead oral care distribution as variety stores gain ground
PROSPECTS AND OPPORTUNITIES
Electric toothbrushes is set to drive growth in oral care across the forecast period
Consumers will increasingly drive demand for sustainable and natural oral care solutions
Personalised oral care and AI-driven solutions are set to transform the consumer experience
CATEGORY DATA
Table 100 Sales of Oral Care by Category: Value 2019-2024
Table 101 Sales of Oral Care by Category: % Value Growth 2019-2024
Table 102 Sales of Toothbrushes by Category: Value 2019-2024
Table 103 Sales of Toothbrushes by Category: % Value Growth 2019-2024
Table 104 Sales of Toothpaste by Type: % Value Breakdown 2020-2024
Table 105 NBO Company Shares of Oral Care: % Value 2020-2024
Table 106 LBN Brand Shares of Oral Care: % Value 2021-2024
Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2021-2024
Table 108 LBN Brand Shares of Toothpaste: % Value 2021-2024
Table 109 Forecast Sales of Oral Care by Category: Value 2024-2029
Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2024-2029
Table 111 Forecast Sales of Toothbrushes by Category: Value 2024-2029
Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2024-2029
SKIN CARE IN GERMANY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Slow ageing and skin health trends drive growth in anti-ageing and acne treatments
Global players lead while local loyalty drives Nivea’s brand strength
Discounters gain share as retail e-commerce offers subscription models
PROSPECTS AND OPPORTUNITIES
Ongoing growth is set to be driven by providing high efficacy, while caring for sensitive skin
Skin health, biome care and active ingredients are set to drive forecast growth
Innovation in skin care is set to focus on prevention, personalisation and technology
CATEGORY DATA
Table 113 Sales of Skin Care by Category: Value 2019-2024
Table 114 Sales of Skin Care by Category: % Value Growth 2019-2024
Table 115 NBO Company Shares of Skin Care: % Value 2020-2024
Table 116 LBN Brand Shares of Skin Care: % Value 2021-2024
Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2021-2024
Table 118 LBN Brand Shares of Anti-agers: % Value 2021-2024
Table 119 LBN Brand Shares of Firming Body Care: % Value 2021-2024
Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2021-2024
Table 121 LBN Brand Shares of Premium Skin Care: % Value 2021-2024
Table 122 Forecast Sales of Skin Care by Category: Value 2024-2029
Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2024-2029
SUN CARE IN GERMANY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Positive growth is led by baby and child-specific sun care products in 2024
Beiersdorf AG retains the lead although share is lost to second-placed L'Oréal Deutschland
Health and personal care stores lead sales, while retail e-commerce gains further ground
PROSPECTS AND OPPORTUNITIES
New product launches are set to align with the health skin trend
Multifunctionality will become a key sales driver for sun care over the forecast period
New, practical formats will shape innovation and buying habits in sun care
CATEGORY DATA
Table 124 Sales of Sun Care by Category: Value 2019-2024
Table 125 Sales of Sun Care by Category: % Value Growth 2019-2024
Table 126 NBO Company Shares of Sun Care: % Value 2020-2024
Table 127 LBN Brand Shares of Sun Care: % Value 2021-2024
Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2021-2024
Table 129 Forecast Sales of Sun Care by Category: Value 2024-2029
Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2024-2029

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