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Germany Beauty and Personal Care Retailing Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Beauty and Personal Care Retailing - Germany market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

This report examines the beauty and personal care retailing market in Germany. The report combines analysis of the market in Germany, including market sizes and forecasts for consumer spending on beauty and personal care and beauty retailers’ sales, along with our in-depth consumer data which analyses shoppers’ behaviours in Germany.

  • Beauty – including makeup and colour cosmetics, nail care, fragrances and skincare
  • Personal care – including haircare, body care, hair removal and everyday toiletries such as oral hygiene, bathing and deodorants
  • BPC accessories and electricals – including hair and make-up brushes, hair styling tools, beauty and dental tools

Expert analysis from a specialist in the field

Written by Richard Perks, a leading analyst in the Retail sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

It would be wrong to suggest that the beauty and personal care retailers have had it easy in recent years, though the failure of Schlecker did give them breathing space. We think they have used it well, strengthening their chains and regaining for the sector all the market share that went with Schlecker. But competition is intensifying and that means that the next five years will be more challenging. Richard Perks
Director of Retail Research

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Table of contents

  1. Overview

    • What you need to know
      • Areas covered in this Report
      • Executive Summary

          • Consumer spending
            • Figure 1: Germany: personal care spending as % all consumer spending, 2012-18
          • Sector size and forecast
            • Figure 2: Germany: BPC specialists’ share of all retail sales, 2013-23
          • Inflation
            • Figure 3: Germany: consumer price inflation on personal care products and services, annual % change, January 2017-November 2018
          • Channels of distribution
            • Figure 4: Germany: estimated distribution of spending on beauty and personal care products by channel, 2017
          • Companies and brands
            • Market shares
              • Figure 5: Germany: leading BPC specialists’ shares of all BPC specialists’ sales, 2017
              • Figure 6: Germany: leading BPC specialists’ shares of all spending on BPC, 2017
            • Online
              • The consumer
                • What they buy
                  • Figure 7: Germany: beauty and personal care products bought in the last 12 months, October 2018
                • Online and in-store shopping
                  • Figure 8: Germany: online and in-store buyers of personal care products, October 2018
                • Where they shop
                  • Figure 9: Germany: where beauty and personal care products were purchased, October 2018
                • Attitudes to shopping for beauty and personal care products
                  • Figure 10: Germany: attitudes to products and packaging of BPC products, October 2018
                  • Figure 11: Germany: attitudes to stores selling BPC products, October 2018
                  • Figure 12: Germany: attitudes to price comparisons and online reviews, October 2018
                  • Figure 13: Germany: attitudes to environmental concerns, October 2018
                • What we think
                • Issues and Insights

                  • The competitive arena is changing
                    • What we’ve seen
                      • What it means
                        • BPC retailing is becoming more demanding
                          • What we’ve seen
                            • What it means
                            • The Market – What You Need to Know

                              • Personal care spending
                                • Specialists gaining share
                                  • Inflation below average
                                    • Drugstores still the biggest players
                                    • Consumer Spending

                                        • Figure 14: Germany: consumer spending on beauty and personal care (incl. VAT), 2013-18
                                      • Product market breakdown
                                        • Figure 15: Germany: main beauty and personal care markets, spending (incl. VAT), 2012-17
                                        • Figure 16: Germany: main beauty and personal care markets, forecast spending (incl. VAT), 2018-22
                                    • Sector Size and Forecast

                                        • Drugstores resurgent?
                                          • Figure 17: Germany: health & beauty specialists, sales, excl. VAT, 2014-18
                                          • Figure 18: Germany: health & beauty specialists, forecast sales, excl. VAT, 2019-23
                                      • Inflation

                                          • Figure 19: Germany: consumer prices of personal care items, annual % change, 2014-18
                                          • Figure 20: Germany: consumer price inflation on personal care products and services, annual % change, January 2017-November 2018
                                      • Channels of Distribution

                                        • Cosmetics and perfumery specialists lead the way
                                          • Food retailers, not the force they are elsewhere
                                            • Mixed goods – A mixed picture
                                              • Online and other non-store
                                                • Figure 21: Germany: estimated distribution of spending on beauty and personal care products by channel, 2017
                                            • Companies and Brands – What You Need to Know

                                              • Four players share the sector
                                                • Online takes 7.5% of the market
                                                • Leading Players

                                                    • Figure 22: Germany: leading beauty and personal care specialists, sales, excl. VAT, 2013/14-2017/18
                                                    • Figure 23: Germany: leading beauty and personal care specialists, outlets, 2013/14-2017/18
                                                    • Figure 24: Germany: leading beauty and personal care specialists, sales per outlet, excl. VAT, 2013/14-2017/18
                                                • Market Shares

                                                    • Figure 25: Germany: leading BPC specialists’ shares of all beauty and personal care specialists’ sales, 2014-17
                                                    • Figure 26: Germany: leading BPC specialists’ shares of all BPC spending, 2014-17
                                                  • What happened to Schlecker’s share of the market?
                                                  • Online

                                                    • Online access
                                                      • Shopping online
                                                        • Figure 27: Germany: online purchases in the last 12 months, 2008-17
                                                      • Online sales and leading online players
                                                      • The Consumer – What You Need to Know

                                                        • Almost everyone beauty and personal care products
                                                          • Online growing, but is the sole focus for few
                                                            • Drugstores the most used retailers
                                                              • Price comparison and environmental concerns important to consumers
                                                              • Beauty and Personal Care Products Purchased

                                                                • Beauty and personal care products widely bought.
                                                                  • Figure 28: Germany: beauty and personal care products bought in the last 12 months, October 2018
                                                              • Online and In-store Shopping for Beauty and Personal Care Products

                                                                  • Figure 29: Germany: online and in-store buyers of beauty and personal care products, October 2018
                                                              • Where Beauty and Personal Care Products are Purchased

                                                                  • Figure 30: Germany: where beauty and personal care products were purchased, October 2018
                                                                  • Figure 31: Germany: customer profile of leading retailers, October 2018
                                                                • Where people shopped and what they bought
                                                                  • Figure 32: Germany: toiletries buyers by where they shop, deviation from the average, October 2018
                                                                  • Figure 33: Germany: body skincare buyers by where they shop, deviation from the average, October 2018
                                                                  • Figure 34: Germany: fragrance/aftershave buyers by where they shop, deviation from the average, October 2018
                                                              • Attitudes to Shopping for Beauty and Personal Care Products

                                                                  • Products and packaging
                                                                    • Figure 35: Germany: attitudes to products and packaging of BPC products, October 2018
                                                                    • Figure 36: Germany: attitudes to limited editions by where BPC buyers shop, deviation from the average, October 2018
                                                                  • Stores
                                                                    • Figure 37: Germany: attitudes to stores selling BPC products, October 2018
                                                                    • Figure 38: Germany: BPC buyers unsure of what to buy by where they shop, deviation from the average, October 2018
                                                                  • Use of online for information gathering
                                                                    • Figure 39: Germany: attitudes to price comparisons and online reviews, October 2018
                                                                    • Figure 40: Germany: BPC buyers who compare prices by where they shop, deviation from the average, October 2018
                                                                  • Environmental and ethical concerns
                                                                    • Figure 41: Germany: attitudes to environmental concerns: October 2018
                                                                    • Figure 42: Germany: profile of those agreeing with ethical statements, October 2018
                                                                    • Figure 43: Germany: BPC buyers wanting ethically-produced goods by where they shop, deviation from the average, October 2018
                                                                • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                  • Abbreviations
                                                                    • Data sources
                                                                    • dm-Drogerie Markt

                                                                        • What we think
                                                                          • Bloggers, influencers and conventions
                                                                            • New products initiative
                                                                              • Modernising and reshaping existing shops for a more enjoyable in-store experience
                                                                                • Targeting the Chinese consumer market
                                                                                  • Company background
                                                                                    • Company performance
                                                                                      • Figure 44: dm-Drogerie Markt: group sales performance, 2013/14-2017/18
                                                                                      • Figure 45: dm-Drogerie Markt: outlet data, 2013/14-2017/18
                                                                                    • Retail offering
                                                                                    • Douglas Group

                                                                                        • What we think
                                                                                          • New CEO’s bold new strategy to rejuvenate and reposition the brand more upmarket
                                                                                            • Modernising bricks-and-mortar stores
                                                                                              • Website enhancements help grow online sales
                                                                                                • Innovative and exclusive product mix
                                                                                                  • High value of Beauty Card members
                                                                                                    • Company background
                                                                                                      • Company performance
                                                                                                        • Figure 46: Douglas Group: group sales performance, 2013/14-2017/18
                                                                                                        • Figure 47: Douglas Group: estimated outlet data, 2013/14-2017/18
                                                                                                      • Retail offering
                                                                                                      • Kiko Milano

                                                                                                          • What we think
                                                                                                            • Hits the buffers in key markets including US, UK and Germany
                                                                                                              • Injection of capital will allow it to retarget its expansion
                                                                                                                • Online offers wide international coverage but some stores will be necessary
                                                                                                                  • Company background
                                                                                                                    • Company performance
                                                                                                                      • Figure 48: Kiko Milano: group financial performance, 2013-17
                                                                                                                      • Figure 49: Kiko Milano: outlet data, 2013-17
                                                                                                                    • Retail offering
                                                                                                                    • Lush Retail Ltd

                                                                                                                        • What we think
                                                                                                                          • Lush responds to consumer demand with its ‘Community Products’
                                                                                                                            • Lush goes packaging-free
                                                                                                                              • Lush enables customers to make their own bath bombs
                                                                                                                                • Wales’ first Lush Spa Shop opens in Cardiff
                                                                                                                                  • Company background
                                                                                                                                    • Company performance
                                                                                                                                      • Figure 50: Lush Retail Ltd: group financial performance, 2013/14-2017/18
                                                                                                                                      • Figure 51: Lush Retail Ltd: outlet data, 2013/14-2017/18
                                                                                                                                    • Retail offering
                                                                                                                                    • Müller

                                                                                                                                        • What we think
                                                                                                                                          • Succession solution could lead to greater dynamism
                                                                                                                                            • Heading off discount grocery threat is a challenge
                                                                                                                                              • Likely to move ahead in online retail
                                                                                                                                                • Assortment facing much-needed shakeup
                                                                                                                                                  • Company background
                                                                                                                                                    • Company performance
                                                                                                                                                      • Figure 52: Müller: group financial performance, 2013/14-2017/18
                                                                                                                                                      • Figure 53: Müller: outlet data, 2013/14-2017/18
                                                                                                                                                    • Retail offering
                                                                                                                                                    • Rossmann

                                                                                                                                                        • What we think
                                                                                                                                                          • Slow pace of refurbishment holds dangers for space productivity
                                                                                                                                                            • Search for differentiation moves away from price
                                                                                                                                                              • Connecting with younger customers remains a priority
                                                                                                                                                                • Company background
                                                                                                                                                                  • Company performance
                                                                                                                                                                    • Figure 54: Rossmann: group sales performance, 2013-17
                                                                                                                                                                    • Figure 55: Rossmann: outlet data, 2013-17
                                                                                                                                                                  • Retail offering