The natural and organic cosmetics market has evolved from a niche to mainstream, with over half of Germans buying these products. And, consumers tend to remain in the category once they have entered, even when facing financial challenges.
Natural and Organic Cosmetics Market — Current Landscape
The resilience buyers of natural/organic products have shown underscores the perceived value and quality, even amid economic uncertainty, and makes initial consumer acquisition crucial for brands. To achieve that, brands can diversify retail availability and meet consumers where they prefer to shop.
Beyond economic pressures and geopolitical tensions, another major challenge for the organic cosmetics market is purchase stagnation across product categories, meaning brands have the opportunity to shake things up to drive growth. Consider aligning product claims and functions with Germans’ specific skin concerns, many of which remain underserved.
Leading with safety reassurances will appeal to Gen X and Baby Boomers, as these demographics tend to seek peace of mind.
The Organic Beauty Market in Germany — Statistics
- Organic Cosmetics Market Size: 77% of organic and natural product users think they are just as effective as regular products — continued communication of effectiveness will drive growth in the organic beauty market.
- Consumer Attitudes in the Organic Cosmetics Market: Safety and efficacy perceptions drive purchases, with 85% of shoppers trusting the ingredients in natural and organic products.
Organic Cosmetics Market Research — What’s Inside?
Key Topics Analysed in this Report
- The purchase of natural/organic and regular BPC products by category.
- Important on-pack information shoppers look for when buying organic/natural products.
- Awareness of specific beauty certifications and their relevance in purchase decisions.
- Consumer behaviours related to natural/organic BPC.
- Consumer attitudes towards natural/organic BPC, with localism and third-party certifications standing out as relevant topics.
Meet the Expert Behind the Analysis
This report is written by Mihaela Suhalitca, Research Analyst. Mihaela researches consumer behaviour and trends in the German beauty and personal care market. Prior to joining Mintel in 2023, she gained extensive experience in quantitative and qualitative research as an associate and lecturer at the University of Duisburg-Essen. She holds an MA in East Asian Economic Studies and a BA in Communication and Public Relations.
Brands can drive growth in the natural and organic cosmetics market by tackling overlooked skin concerns and ensuring safety for older shoppers. To engage younger users in the organic beauty market, a focus on design and certifications will be key.
Mihaela Suhalitca
Research Analyst — Beauty and Personal Care
Collapse All
-
EXECUTIVE SUMMARY
- What you need to know
- Opportunities
- Outlook
-
OPPORTUNITIES
- Drive growth by aligning claims with skin concerns
- Skin concerns are prevalent among Germans
- Tailor natural/organic products to better address skin concerns
- Graph 1: % of Germans with and without skin concerns and natural/organic launches with select claims, 2025
- Make natural/organic choices easier for concerned buyers
- Encourage preventative care among consumers without skin concerns
- Graph 2: % of Germans with and without skin concerns, by types of BPC products purchased, 2025
- Win over older shoppers with safety-first messaging
- BPC shoppers aged 55+ worry about product safety
- Older generations respond well to free-from and safety claims
- Natural/organic brands lead in free-from claims…
- Graph 3: launches in natural/organic and regular BPC products, by select free-from claims, 2018-25
- …but they can do more to appeal to an ingredient-sensitive older demographic
- Graph 4: ingredients that would discourage the purchase of BPC products, by age group, 2024
- Inspiration: brands highlighting free-from claims
- Lean into design and decode beauty seals for younger shoppers
- Gen Zers and Millennials zone in on product packaging
- Appeal to younger users with inspiring designs
- Inspiration: eye-catching packaging designs
- Decode beauty seals for engaged younger shoppers
- Boost the awareness of beauty certifications
-
CONSUMER
- The purchase of beauty and personal care products
- Natural/organic product purchase has become mainstream
- Most shoppers choose regular products or a combination of regular and natural/organic options
- Graph 5: types of BPC products purchased, by category, 2025
- Younger consumers are enthusiastic about natural/organic products
- Consumers under 35 lead in purchases of natural/organic options…
- Graph 6: any purchase of types of BPC products, by age group, 2025
- …and have also increased their purchases in the last 12 months
- Graph 7: changes in the purchase of natural/organic BPC products, by age group, 2025
- Parents of children under 18 are prioritising natural/organic care
- Graph 8: changes in the purchase of natural/organic BPC products, by children in household, 2025
- Over half of Germans facing financial challenges still choose natural/organic BPC product options
- Graph 9: any purchase of natural/organic BPC products, by financial situation, 2025
- Purchases of natural/organic BPC products have stagnated across categories since 2023
- Graph 10: any purchase of natural/organic BPC products, by product category, 2020-25
- Consumers who enter the category tend to remain
- Natural/organic product repertoires have remained stable since 2023
- Graph 11: repertoire of natural/organic BPC products purchased, 2023 and 2025
- Unlock new consumer opportunities with broadened retail options
- Graph 12: types of retailers where BPC buyers shop* (online and in store), by age group, 2025
- Engage older shoppers with expanded selections in supermarkets and pharmacies
- Graph 13: select retailers where BPC buyers shop* (online and in store), by age group, 2025
- Perfumeries can simplify access and tap into wellness trends
- On-pack information
- TURF analysis of the on-pack information consumers want from natural and organic products
- Gen Xers and Baby Boomers want reassurances
- Graph 14: selected important product information for natural/organic BPC shoppers, by generation, 2025
- Most generations want proof of results
- Graph 15: selected important on-pack product information for natural/organic BPC shoppers, by generation, 2025
- Gen Zers are partial to beauty certifications
- Awareness of beauty certifications
- German BPC shoppers are most aware of certifications that double for food and drinks
- Graph 16: awareness of select beauty certifications, 2024
- Younger shoppers recognise more certifications than older ones
- Graph 17: % of BPC shoppers who are aware of select beauty certificates, by age group, 2024
- Certifications are a signal of trust for natural/organic shoppers
- Graph 18: natural/organic shoppers who agree with ‘natural/organic products with third-party certifications are more trustworthy than those without’, by age group, 2025
- Graph 19: BPC shoppers by level of agreement with ‘natural/organic products with third-party certifications are more trustworthy than those without’, 2025
- Attitudes and behaviours
- German natural/organic buyers hold these products in high regard…
- Graph 20: select behaviours around natural/organic BPC products, 2025
- …but brands should not become complacent
- Graph 21: select behaviours around natural/organic BPC products, 2025
- Inspiration: brands prioritising sustainable packaging options
- Naturalness is more important than effectiveness
- Graph 22: % of natural/organic shoppers who say it is more important that natural/organic products are as natural as possible than how effective they are, by generation, 2025
- Effectiveness and safety drive purchases, but eye-catching packaging plays an even greater role
- Graph 23: % of natural/organic BPC shoppers with positive associations of these products, by changes in purchase, 2025
- Third-party verification and local production are benchmarks for trustworthiness
- Graph 24: % of Germans who agree with select attitudes towards natural/organic BPC, by age group, 2025
- Localism fosters trust and quality perceptions
- Craft stories around R&D processes
- Germans with skin concerns think natural is better
- Graph 25: % of Germans with skin conerns who agree with attitudes towards ingredients in natural/oragnic BPC products, 2025
- Value perceptions drive spending on natural/organic products
- Graph 26: % of natural/organic BPC shoppers who agree it’s worth spending more on products with natural/organic ingredients, by generation, 2025
-
INNOVATION
- Branded and private labels compete for the spotlight in organic BPC launches
- Graph 27: % of launches in organic BPC, by the top 10 ultimate companies, 2019-25
- Private labels have yet to make a dent in the all-natural market
- Graph 28: % of launches in natural BPC, by the top 10 ultimate companies, 2019-25
- Supermarkets can do more to appeal to German natural/organic shoppers
- Birkenstock entered the natural/organic personal care market
- New product launches decrease as brands prioritise relaunches and range extensions…
- Graph 29: launches in natural/organic BPC, by launch type, 2018-25
- …and focus on ingredient-first communication
- Natural/organic haircare launches zone in on the scalp
- Natural/organic makeup is turning over a new leaf
- Oral care has significant growth potential
-
Market drivers
- Consumers brace for a challenging 2025
- Graph 30: consumer perception of the German cost-of-living crisis, 2024 and 2025
- The effect of the US trade disruption on the natural/organic market
- Prioritise price transparency in uncertain times
- The Packaging and Packaging Waste Regulation came into effect in early 2025
-
APPENDIX
- Report scope and definitions
- Products covered in this Report
- Abbreviations and terms
- Abbreviations
- Generations
- Methodology – consumer research
- Consumer research methodology
- A note on language
- TURF analysis – methodology
- TURF analysis – desired types of information on pack
Market Intelligence Made Easier With Mintel
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
- Gain a comprehensive, 360-degree view of the market: Mintel reports blend consumer research, market forecasts, product innovation tracking, and competitive analysis, allowing businesses to see every angle of their industry and identify new opportunities quickly.
- Make decisions with confidence, grounded in robust data: Each report draws on up-to-date, reliable information from trusted sources and industry experts, ensuring your strategies are based on solid evidence rather than speculation.
- Benefit from expert analysis and practical recommendations: Mintel’s reports are written by experienced analysts who interpret complex data and provide clear, actionable insights you can trust to guide your next moves.
- Stay ahead with actionable intelligence on market trends and consumer behaviour: By combining fresh research with long-term market monitoring, our reports help businesses anticipate changes and adapt strategically. So you’re prepared to make informed decisions and drive growth.
What goes into a Mintel Market Intelligence Report?
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
The Four Pillars of Our Research
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
- Consumer Research: Direct surveys with real people, giving us clear, current insights into what people think and do.
- Desk Research: In-depth review of trusted data sources. We use this rich database, plus powerful internal tools that track new products and market sizes, to detect trends and guide forecasts.
- Trade Research: Insights from conversations with industry experts. Their real-world experience helps us understand what’s happening behind the scenes.
- Brand and Social Media Research: Analysis of online opinions and trends. This lets us spot trends, measure brand sentiment, and capture feedback in real time, adding further depth to our research.
Bringing It All Together
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
£ 2,195 (Excl.Tax)
-
Download today with instant access
Pay via credit card or invoice (net 30 payment terms)
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook avaliable on our platform
-
Save 20% when you purchase two or more reports
Offer available for this month only
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn moreTrusted by global industry leaders
We have such a great working relationship with Mintel on lots of different levels. As an insight partner, they have helped us to develop our business planning in specific categories as well as supporting our creative process but they’ve also been super helpful with facilitating our events in their inspirational offices near St Paul’s.
They’re an innovative company, with a client-focused team that always delivers.
Abby Carvosso, Group Managing Director, Bauer Media Group
Mintel helps us when we want to know something quickly – it provides fast answers to our questions. If we need to get a view of what’s going on in a particular market it’s very useful.
When carrying out background research, I find Mintel an excellent starting point.
The fact that it covers so many markets is a big plus for me– instead of having to buy specialist products in each area we are interested in, especially when we only require a brief view on a particular market, we can go to Mintel for help as a one-stop shop. I find Mintel a useful and valuable resource.
Ben Zeidler, Director - Research and Analytics, Tenth Wave
We utilize Mintel Reports, Trends and Comperemedia to mine for insights across the numerous business verticals that Epsilon serves, such as CPG, automotive, telecom, healthcare/pharma, retail and financial services.
By integrating Mintel insight into new business opportunities, we have been able to gain the competitive edge necessary to advance partnerships with global brands and key business players.
For our organization, it’s about depth and breadth. Having one without the other doesn’t enable success in our business.
Virginia Harvey, Secondary Research Manager, Epsilon
At Jackman, we believe that powerful strategies are based on human insight. Mintel’s leading-edge reports and insights into consumer attitudes and behaviors are an important input as we develop and execute strategy.
Alana Gavin, VP Research and Insights, Jackman
Working in a customer-obsessed organization means that data and insights have to be at our fingertips. Mintel’s reports help us support anecdotes with real quantifiable insights. The summary sections (which I really like) helps save time by giving a birds eye view of the content before spending time combing through the pages.
Our business review discussions are strengthened by the relevancy of the reports to help us better understand our customers. In addition, the customer service received from the team (especially in crunch periods) makes the process of understanding customer behavior even better.
Ngozi Ngonadi-Nkwoji, Senior Marketing Manager, Amazon
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
