2021
9
Germany Beauty Influencers and Educators Market Report 2021
2021-09-09T13:03:32+01:00
REP84ECB608_6E40_449E_802B_0216EA6EF3E9
2195
142260
[{"name":"Beauty and Cosmetics","url":"https:\/\/store.mintel.com\/industries\/beauty-personal-care\/beauty-cosmetics"},{"name":"Influencers","url":"https:\/\/store.mintel.com\/industries\/media-marketing\/social-media\/influencers"}]
Report
en_GB
BPC buyers trust their peers, in-store resources and those with professional expertise to give them the unbiased advice and recommendations they're looking for. Susanne Krenz, Research Analyst - Beauty…

Germany Beauty Influencers and Educators Market Report 2021

£ 2,195 (Excl.Tax)

Description

The Germany Beauty Influencers & Educators Market Report 2021 identifies consumers’ attitudes towards influencers and influencer marketing in Germany, consumers’ trust in influencer marketing in Germany, and the impact of COVID-19 on influencers Germany. This report covers the influencer Germany market size, market forecast, market segmentation and industry trends for influencers Germany.

Influencers Germany: Current Market Landscape

Social media usage in Germany started to increase with the first lockdown in April/May 2020. With consumers stuck at home and spending most of their day online, BPC brands and retailers began to hastily ramp up their online/digital activities.

Market Share and Key Industry Trends for Influencers Germany

Social media usage continued to increase after Germany emerged from its first lockdown, and the second lockdown (Dec 2020 – June 2021) reinforced these new online behaviours. By now most larger beauty brands and retailers have greatly increased their digital presence, offering live streaming and app/social media shopping.

  • 36% of German online BPC shoppers aged 16-34 have bought products directly from social media.
  • 66% of shoppers want more product information when buying BPC products.
  • 72% of Germans aged over 55 use social media.
  • 61% of German social media users agree that influencers are overrated.

Do Germans like social media?

According to our beauty influencer market research, the number of social media users, as well as purchases via social media or other apps, has increased dramatically following Germany’s initial COVID-lockdown.

Which social media is most popular in Germany?

Snapchat became very popular in Germany back in 2014, and its user number remains high, however, YouTube is the platform with the highest penetration in Germany. Moreover, Instagram is the platform that users access the most throughout their day.

Future Trends for Influencers Germany

As we gain more control over the pandemic, and start to understand how to handle it, social media usage might decrease slightly as some consumers attempt to digitally detox. However, the convenience of finding information and buying products online will continue to drive the sector.

Read on to discover more details or take a look at all of our German Beauty & Personal Care Market Research.

Quickly Understand

  • How does COVID-19 impact beauty educators & influencers?
  • The changing customer journey and the increasing digitalisation of BPC retailing.
  • What types of beauty/grooming information are consumers looking for?
  • Key attributes that consumers associate with BPC influencers/educators: Which ones are considered most trusted and knowledgeable?
  • The key attributes that BPC influencers/educators must have to gain consumers’ trust.
  • What types of social media accounts do people get beauty/grooming advice or inspiration from and who has most influence?
  • What types of attitudes consumers have towards influencers and how this affects BPC buying.
  • How the influencer landscape has developed in Germany and which social media platforms hold most potential for BPC brands/retailers.

Covered in this Report

Products: Make-Up, grooming products, skin- and haircare, and many more.

Brands: Beautyjagd, BibisBeautyPalace, Clubhouse, Cosnova, Discord, DominoKati, E.l.f Cosmetics, Essence, Fischer Verlag, got2b, Hanna Schumi, Incipedia, Instagram, Jeremy Fragrance, Konsum Kaiser, Kosmetik-Vegan, mrsbella, Newness, PaolasWelt, Pinterest, Snapchat, Tik Tok, Twitch, Womaness, YouTube, and many more.

Expert Analysis from a Specialist in the Field

This report, written by Susanne Krenz, a leading analyst in the Beauty & Personal Care sector, delivers in-depth commentary and analysis to highlight current influencer Germany trends, and adds expert context to the numbers.

BPC buyers trust their peers, in-store resources and those with professional expertise to give them the unbiased advice and recommendations they’re looking for.

Susanne Krenz
Susanne Krenz
Senior Analyst – Beauty & Personal Care, Germany

Table of Contents

  1. EXECUTIVE SUMMARY

    • Key issues covered in this Report
    • Impact of COVID-19 on beauty educators & influencers
    • Market context
    • [Graph] Germany: where BPC products were bought, 2019 and 2021
    • [Graph] Germany: population, by age group, 2019 and 2024
    • Mintel predicts
    • What consumers want, and why
    • Opportunities
    • [Graph] Germany: sources of beauty/grooming information, 2021
  2. MARKET DRIVERS

    • Changing BPC retail scene
    • [Graph] Germany: types of brands typically chosen when buying BPC products for self, 2021
    • [Graph] Germany: BPC buying and research behaviours, 2021
    • [Graph] Germany: where BPC products were bought, 2019 and 2021
    • Demographics
    • [Graph] Germany: population, by age group, 2014, 2019 and 2024
    • Social and other marketing media
    • [Graph] Germany: social media networks used in the last three months, 2021
    • [Graph] Germany: frequency of visiting social networks in the last three months, 2021
    • [Graph] Germany: activities undertaken at least once a week on social networks, 2021
    • COVID-19 timeline
    • [Graph] Germany: key economic data, in real terms, 2019-22
  3. WHAT CONSUMERS WANT, AND WHY

    • Impact of COVID-19 on consumer behaviour
    • Sources of BPC information
    • [Graph] Germany: sources of beauty/grooming information, 2021
    • [Graph] Germany: use of in-store as a source of BPC information, by age, 2021
    • [Graph] Germany: use of in-store as a source of BPC information, by type of brand bought, 2021
    • [Graph] Germany: use of brand/retailer websites as a source of BPC information, by age, 2021
    • [Graph] Germany: consumers who post content online at least once a week, by age, 2021
    • [Graph] Germany: use of TV as a source of BPC information, by age, 2021
    • Types of BPC information sought
    • [Graph] Germany: types of beauty/grooming information looked for, 2021
    • [Graph] Germany: source of different types of beauty/grooming information among those who look for each type of information, 2021
    • [Graph] Germany: consumers who research BPC brands/products before purchase, by age, 2021
    • [Graph] Germany: consumers who look for product reviews/recommendations, by age, 2021
    • [Graph] Germany: consumers who look for the newest beauty/grooming trends, by age, 2021
    • Attributes associated with BPC influencers and educators
    • [Graph] Germany: attributes associated with BPC influencers & educators, 2021
    • Trust in BPC influencers and educators
    • [Graph] Germany: factors that would instil trust in someone giving beauty/grooming advice, 2021
    • [Graph] Germany: consumers who agree it’s important to research ingredients to make sure that they’re safe, 2021
    • Social media sources of BPC information
    • [Graph] Germany: types of social media accounts where beauty/grooming advice or inspiration is obtained, April 2021
    • [Graph] Germany: any use of social media sites for BPC information, by select social networks used, 2021
    • BPC social media behaviours
    • [Graph] Germany: attitudes towards social media and beauty/grooming, 2021
    • [Graph] Germany: attitudes towards trust and following people/brands on social media , 16-35s vs all, 2021
    • [Graph] Germany: attitudes towards buying influencer recommended products, 16-34s vs All, 2021
    • [Graph] Germany: attitudes towards social media and beauty/grooming among over-55s, 2021
    • [Graph] Germany: attitudes towards social media and beauty/grooming by top three social media networks used, 2021
  4. launch activity and innovation

    • [Graph] Germany: use of independent blogs/vlogs to research information, by age, 2021
  5. APPENDIX

    • Appendix – abbreviations, consumer research methodology and language usage

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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.

Below is a sample report, understand what you are buying.

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Germany Sample Report Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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