Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept and close

Germany Men's Attitudes to Skin and Haircare Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Men's Attitudes to Skin and Haircare 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?

Key points included

  • The power of youth
  • More than just appearance
  • The catch-22 of men's grooming

Covered in this report

Maximum population projections for men indicate that 23% of the German male population will be aged 65+ in 2030. Older men are less invested in haircare and skincare markets, adopting a more basic approach to their hygiene and appearance that challenges market growth. Building up loyalty and knowledge amongst under-35s as those most engaged with these categories is therefore crucial.

However, financial situations are under pressure, which risks younger men reducing their repertoires as a result - particularly as so much male grooming innovation comes from the prestige sector. As well as developing more affordable and effective male products for the mass market, brands could also benefit from adopting more calming, stress-relief attributes into NPD to help off-set the everyday strains of modern life.

Expert analysis from a specialist in the field

Written by Bettina Krechel, a leading analyst in the Beauty & Personal Care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

A lack of dedicated NPD is undermining men's involvement in the BPC sector. Harness lifestyle factors, expand mass market options and boost education to excel. Bettina Krechel
Research Director - German Reports

mintelcontainerpage
82015
2000.0000
593
2020-01-27T00:00:00+0000
167
581
607

What's included

What's included

Table of contents

Table of contents

  1. Executive summary

    • Market context
    • Mintel predicts
    • What consumers want, and why
    • [Graph] Germany: men's usage of hair products, September 2019
    • [Graph] Germany: men's usage of facial cleansing products, September 2019
    • [Graph] Germany: men's usage of facial caring products, September 2019
    • [Graph] Germany: men's behaviours around facial skin/haircare, September 2019
    • Opportunities
  2. market drivers

    • [Graph] Germany: share of maximum population projections for men, by age group, 2020-30
    • [Graph] Germany: men's top three grooming priorities after hygiene basics on an average day, by age, January 2019
    • [Graph] Germany: men's frequency of conducting selected lifestyle tasks, October 2019
    • [Graph] Germany: men's interest in sector advertising*, by age, October 2019
  3. What consumers want, and why

    • Usage of hair products
    • [Graph] Germany: men's usage of haircare products, by age, September 2019
    • [Graph] Germany: men's usage of hair styling products, by age, September 2019
    • Purchase factors when buying haircare
    • [Graph] Germany: purchase factors for men when buying hair products for themselves, by age, September 2019
    • Interest in trying haircare with specific ingredients
    • [Graph] Germany: men's usage and interest in hair product ingredients, September 2019
    • [Graph] Germany: men's usage and interest in hair product ingredients, under-35s only, September 2019
    • Usage of facial cleansing products
    • [Graph] Germany: men's usage of facial cleansing products, September 2019
    • [Graph] Germany: men's usage of facial cleansing products, by age, September 2019
    • Usage of facial care products
    • [Graph] Germany: men's usage of facial care products, September 2019
    • [Graph] Germany: repertoire of facial care products used by men, by age, September 2019
    • Changes in behaviours around facial skincare
    • [Graph] Germany: men's facial skincare behaviours over the last 12 months, September 2019
    • [Graph] Germany: men's facial skincare behaviours over the last 12 months, under-35s only, September 2019
    • Sources of inspiration
    • [Graph] Germany: sources of grooming inspiration for men, by age, September 2019
    • Statements around face/haircare
    • [Graph] Germany: men's behaviours around facial skin/haircare, September 2019
    • Attitudes towards face/haircare
    • [Graph] Germany: men's attitudes towards facial skin/haircare, September 2019
    • [Graph] Germany: men's attitudes towards facial skin/haircare, under-35s only, September 2019
  4. Launch activity and innovation

    • [Graph] Germany: share of total NPD in facial skincare and hair products positioned at men, 2016-19
    • [Graph] Germany: NPD in men's facial skincare, by launch type, 2016-19
    • [Graph] Germany: NPD in men's facial skincare, by leading claims*, 2016-19
    • [Graph] Germany: NPD in men's facial skincare, by most active ultimate companies*, 2016-19
    • [Graph] Germany: NPD in men's facial skincare, by beauty price positioning, 2016-19
    • [Graph] Germany: NPD in men's hair products, by launch type, 2016-19
    • [Graph] Germany: NPD in men's hair products, by most active ultimate companies*, 2016-19
    • [Graph] Germany: NPD in men's haircare, by leading claims*, 2016-19
    • [Graph] Germany: NPD in men's hair products, by beauty price positioning, 2016-19
  5. Appendix

    • Appendix - products covered, abbreviations and consumer research methodology

This report will give you a complete 360-degree view of your market. Rooted in robust proprietary and high-quality third-party data, our local experts then put that data into context and you’ll understand:

  • The Consumer

    What they want. Why they want it.

  • The Competitors

    Who’s winning. How to stay ahead.

  • The Market

    Size, segments, shares and forecasts: How it all adds up.

  • The Innovations

    New ideas. New products. New potential.

  • The Opportunities

    Where the white space is. How to make it yours.

  • The Trends

    What’s shaping demand – today and tomorrow.

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

Description