Stay ahead of the curve and future-proof your business with Mintel’s Germany BPC Retailing Market Report 2024. Our full report is packed with consumer-led market intelligence, beauty and personal care retail trends in Germany, and consumer behaviours affecting your industry. Get a 360° view of the German BPC retail market including the Germany BPC retailing market size, share, and a growth forecast to help you align your business strategy with the needs of your audience.
Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.
Topics Analysed in this Report
- A detailed outlook of the German BPC retail market, including market drivers and expert insights.
- Purchase channels and outlets in the BPC industry Germany, and products bought by consumers.
- Reasons for shopping in store rather than online.
- The impact of social media on retail in the Germany beauty and personal care industry.
- How your business can tap into opportunities to increase your Germany BPC retailing market share.
An Overview of the Germany Beauty and Personal Care Industry
The German BPC retail market is slowly recovering after several challenging years due to the pandemic. The cost of living crisis has encouraged the ‘lipstick effect’, benefitting retailers as German consumers seek small ways to treat themselves.
While the ‘lipstick effect’ continues to encourage the purchase of small beauty treats, consumer confidence is slowly recovering, however, there is a risk of downtrading among consumers with tight budgets.
German BPC Retail Market: What Consumers Want and Why
- Consumer Spending Behaviour: Germans are savvy spenders when it comes to beauty and personal care products and budget-friendly options. 64% of German shoppers think value own label is as effective as premium own label, meaning discounters and budget own-label options can benefit, whereas high-end retailers must prove their worth. Transparent pricing or high-end experiences can help them stand out.
- Sustainability in the BPC Industry Germany: Sustainability is no longer just a buzzword, but a consumer expectation. This is reflected in BPC retailers’ strategies and goals. Sustainability is at the forefront of product development and retailing concepts, driven by consumer expectations and government regulations. Consumers also want transparency around ‘green’ issues. The Green Claims Directive responds to this desire for transparency and aims to regulate sustainability claims to tackle greenwashing and will impact how BPC products are marketed to and perceived by consumers.
- German BPC Retail Market Channels: Although more people are shopping online now compared to previous years, offline stores remain the key channel for most, with 85% of Germans shopping for BPC products in store. A reason for that is that physical shops offer the ability to test and discover new products. Some retailers are making in-store shopping even more convenient and welcoming by facilitating one-stop shops and an inclusive environment.
German BPC Retail Market Forecast
- The future is digital, and technology is being leveraged to enhance the customer experience in store and online, with advances in generative AI enabling improved virtual testing. This will result in an evermore seamless transition between in-store and online experiences.
To learn how to connect with your audience, purchase our Germany BPC Retailing Market Report 2024 in full. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.
Products and Brands Discussed in this Report
Brands: Amazon, DM, H&M, Zara, Asos, Rossmann, Müller, Alnatura, Alverde, GreenZero, Lookfantastic, Edeka, Rewe, Aldi, Lidl, Cien, Beiersdorf, Douglas, Little Wonderland, L’Oréal, Flaconi, Heinemann, Esteé Lauder, Perfect Corp., Rituals, Acqua di Parma, Charlotte Tilbury, L’Occitane, BuzzFeed, Giftbox.ai, e.l.f., Klarna, TikTok Shop, budni, and many more.
Products: Deodorant, body spray, oral hygiene, soap, bath, and shower products, haircare, body skincare, facial skincare, shaving and hair removal products, fragrance, aftershave, makeup, nailcare, beauty accessories, electronic beauty appliances, and more.
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Expert Insights on the BPC Industry Germany
This report, written by Franziska Kartheus, Associate Analyst, delivers in-depth commentary and analysis to highlight Germany beauty and personal care industry trends and add expert context to the numbers.
Our Germany BPC products report shows that retailers are focusing on an improved shopping experience, shaped by an omnichannel approach, while keeping affordability and convenience in mind.
Franziska Kartheus
Associate Analyst
Collapse All
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- Key issues covered in this Report
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EXECUTIVE SUMMARY
- Market context
- Graph 1: BPC launches with an ethical & environmental claim, 2020-24
- Mintel predicts
- Opportunities
- The competitive landscape
- Graph 2: drugstores shopped with online or in store for BPC products, 2021-23
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MARKET DRIVERS
- The German economy
- Graph 3: key economic data, in real terms, 2019-25
- Graph 4: financial confidence index, 2022-24
- Graph 5: consumer price index, BPC and overall, 2019-23
- Environmental and demographic factors
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WHAT CONSUMERS WANT AND WHY
- Purchase of BPC products
- Graph 6: BPC products bought in the last 12 months, 2020-23
- Graph 7: types of personal care products bought in the last 12 months, 2020-23
- Graph 8: types of beauty products bought in the last 12 months, 2020-23
- Graph 9: products bought in the last 12 months, by gender, 2023
- Channels and retailers used for BPC shopping
- Graph 10: purchase channel for BPC products bought in the last 12 months, 2023
- Graph 11: BPC products bought in the last 12 months by place of purchase and category, 2023
- Graph 12: types of retailers from which BPC products have been bought in the last 12 months, 2023
- Graph 13: top three retail channels shopped with for BPC products in the past 12 months, men by age, 2023
- Graph 14: top four retail channels shopped with for BPC products in the past 12 months, women by age, 2023
- Graph 15: repertoire of BPC retailers shopped with, by age, 2023
- Graph 16: drugstores shopped with online or in store for BPC products in the last 12 months, 2021-23
- Graph 17: grocery retailers shopped with online or in store for BPC products in the last 12 months, 2021-23
- Graph 18: perfumeries shopped with online or in store for BPC products in the last 12 months, 2021-23
- Graph 19: online-only retailers shopped with online for BPC products in the last 12 months, 2021-23
- Reasons for shopping in store over online
- Graph 20: reasons for shopping BPC products in store over online in the last 12 months, 2023
- Buying BPC products as gifts
- Graph 21: BPC products bought as a gift in the last 12 months, 2023
- Graph 22: agreement that using AI to generate gift ideas is appealing, by generation, 2023
- Attitudes towards shopping for BPC products
- Graph 23: select financial attitudes towards shopping for BPC products, 2023
- Graph 24: agreement that social media platforms are the best way to search for BPC product inspiration, by generation, 2023
- Graph 25: agreement that buying directly from social media platforms is a good way to keep up with trends, by generation, 2023
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Retailer Activity
- Retail innovation – in store
- Retail innovation – online
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Market Activity
- Sector size and forecast
- Graph 26: retail value sales of BPC products by category, 2019-23
- Graph 27: online sales of drugstore products, 2016-23
- Leading retailers
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APPENDIX
- Appendix – products covered, abbreviations, consumer research methodology and language usage
- Appendix – market size and central forecast methodology
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