Discover the latest Germany beauty market trends and how they are impacting the Germany beauty and personal care industry! Our Beauty and Personal Care Market Report 2023 is packed with valuable insights on consumer attitudes, Germany beauty and personal care market size and a market forecast on the revenue in the beauty and personal care market. With this report, you’ll have the knowledge to stay ahead of the competition and keep your business growing!
Overview: Germany Beauty and Personal Care Retailing
According to Mintel’s beauty and personal care market report, the Germany beauty and personal care industry proves more resilient to inflation than other markets and showed a healthy growth in 2022. Merely the ecommerce channel has seen a slight decline in sales as consumers return to in-store shopping.
While traditional retailers benefit from customers returning to physical shops after pandemic-related closures, consumers’ buying habits are affected by a new sensitivity to hygiene, which is challenging traditional in-store testers. The ability to test products is a key reason to shop at a particular retailer, and many consumers have reported that not being able to test a product in store creates a purchase barrier for them.
Beauty and Personal Care Germany Market Forecast: What Consumers Want and Why
In the light of rising prices and squeezed incomes, consumers are looking for ways to uplift themselves. Thus, the lipstick effect strengthens the Germany beauty and personal care industry as consumers look for affordable ways to indulge. Germany’s BPC consumers are using a variety of cost-cutting measures, such as switching to less expensive brands or using fewer products. This is leading to more streamlined beauty routines as a new trend for minimalism emerges in beauty.
To maintain beauty and personal care market growth, retailers will have to match consumers’ expectations of a seamless online/offline shopping experience by introducing fast click-and-collect services or new technologies to test and try products.
Germany BPC Retail Statistics
- Germany Beauty and Personal Care Market Trends: 52% of consumers are interested in sustainable alternatives to current Germany beauty and personal care products.
- Germany BPC Retail Consumer Behaviour: 60% of BPC buyers have switched to purchasing value own-label products in order to save money.
- Beauty Retailing in Germany Market Opportunities: The pandemic has changed shopping behaviours and etiquette in recent years, including the reduction of in-store testing. 55% of female BPC shoppers aged 16 to 24 say the inability to test products in store has stopped them from buying certain products since the start of the pandemic.
- Beauty Retailing in Germany Market Growth: The Germany beauty and personal care industry saw a growth of 5.4% in 2022.
Beauty and Personal Care Market Forecast and Opportunities
Convenient services like click-and-collect can reduce other pain points in Germany beauty and personal care retailing, keeping local shops attractive to consumers.
Moreover, long-term factors like sustainability and demographic changes will re-emerge as key drivers after years of inflation and frugal consumer behaviour. Brands can further environmentally friendly shopping habits through solutions like refill stations. Additionally, innovative AI tools will be used to recommend the right products for customers’ skin type. This offers local retailers the opportunity to let consumers sample products in a safe way.
To discover more about the Germany Beauty and Personal Care Industry, read our Germany Diversity in BPC Market Report 2023, or take a look at our extensive Beauty and Personal Care Market Research.
Quickly Understand Beauty Retailing in Germany
- Where do Germans shop for beauty and personal care products?
- What types of beauty and grooming products do consumers buy?
- What brands do consumers seek out when it comes to Germany beauty and personal care products?
- Purchase frequency and key purchase drivers.
- In-store vs. online shopping.
- The impact of the cost of living crisis on beauty retailing in Germany.
- Innovations by online and in-store retailers.
Covered in this Report
Products: Beauty products (makeup, colour cosmetics, nailcare, fragrances, skincare), personal care (haircare, bodycare, hair removal, everyday toiletries, oral hygiene, bathing, deodorants), BPC accessories and electricals (hair and makeup brushes, hair styling tools, beauty and dental tools).
Brands: L’Occitane, Rossmann, DM (no planet B, Balea), Müller, Budni, TikTok, Thierry Mugler, Kjaer Weis, L’Oréal, NIVEA, Douglas Collection, Estée Lauder, Clinique, Amazon, Flaconi, Walmart, Space NK, By Terry, Mario Badescu, FOREO, Patchology, and many more.
Expert Insights into Germany BPC Retail
This report, written by Silke Lambers, Senior Research Analyst, delivers in-depth commentary and analysis to highlight current Germany beauty market trends, revenue in the beauty and personal care market, and adds expert context to the numbers.
The Germany beauty and personal care industry will grow robustly in 2023, with cash-strapped consumers staying faithful to drugstores while retail innovations offer additional growth potential.
Silke Lambers
Senior Research Analyst – Fashion, Germany
Collapse All
-
Executive summary
- Key issues covered in this Report
- Market context
- Graph 1: retail value sales of BPC product by category, 2018-22
- Graph 2: online sales of drugstore products, 2016-22
- Mintel predicts
- Opportunities
- Graph 3: old-age dependency ratio with moderate net migration*, 2020-35
- The competitive landscape
- Graph 4: BPC retailers shopped with in the past 12 months, 2022
- Graph 5: drugstores shopped with online or in store for beauty and personal care products, 2022
-
market drivers
- The German economy
- Graph 6: key economic data, in real terms, 2019-24
- Graph 7: expected changes in behaviour due to rising prices, 2022
- Graph 8: BPC consumer price index, 2019-22
- eCommerce
- Graph 9: online sales of drugstore products, 2016-22
- Graph 10: products purchased online in the last 12 months, 2019-22
- Demographic impacts
- Graph 11: old-age dependency ratio with moderate net migration*, 2020-35
- Graph 12: BPC products bought by generation, 2022
- Sustainability
-
MARKET ACTIVITY
- Sector size and forecast
- Graph 13: sales of BPC product by category, 2018-22
- Channels of distribution
- Graph 14: retail channel shopped with for beauty and personal care products in the past 12 months, by generation, 2022
- Graph 15: types of retailers shopped with for beauty and personal care products, 2020-22
- Graph 16: in-store vs online shopping for beauty and personal care products, 2019-22
-
What consumers want and why
- Purchase of beauty and personal care products
- Graph 17: beauty and personal care products bought in the last 12 months, 2022
- Graph 18: beauty and personal care products bought by men by age, 2022
- Graph 19: beauty and personal care products bought by women, by age, 2022
- Graph 20: number of BPC product types bought in the last 12 months, by gender, 2022
- Graph 21: number of BPC retailers shopped with in the past 12 months, by gender, 2022
- Brand preferences
- Graph 22: BPC brand types purchased in the past 12 months, 2022
- Graph 23: value/standard BPC brand types bought in the past 12 months, by category, 2022
- Graph 24: premium brand types bought in the past 12 months, by category, 2022
- Retailers used for BPC shopping
- Graph 25: BPC retailers shopped with in store or online in the past 12 months, 2022
- Graph 26: drugstores shopped with online or in store for beauty and personal care products, 2022
- Graph 27: supermarkets shopped with online or in store for beauty and personal care products, 2022
- Graph 28: perfumeries shopped with in store or online for BPC products in the past 12 months, 2021-22
- Graph 29: retailers shopped with for BPC products online in the past 12 months, 2021-22
- Buying strategies if consumers had to cut back their BPC spending
- Graph 30: saving strategies if consumers had to cut back on their BPC spending, 2022
- Factors influencing choice of store
- Graph 31: factors that would encourage BPC shopping at one store over another, 2022
-
RETAILER ACTIVITY
- Leading retailers
- Retail innovation – in store
- Retail innovation – online
-
Appendix
- Appendix – products covered, abbreviations and consumer research methodology and language usage
- Appendix – market size and forecast
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.
For a closer look at a Mintel Market Intelligence Report, take a look at the sample PDF report below:
Please Note: All of the figures, graphs, and tables in this sample report have been redacted.
£ 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
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 use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.
Andrew Neeson, Market Intelligence Manager, VocaLink
There is no question that Mintel is the go-to resource for the best quality market research, but I did not think it was an affordable option for Abacus Marketing to consider. As a small marketing agency, we only work with a few new clients each year.
However, we have a very high-end consultative approach to our work, so we really do need a partner like Mintel to provide the big agency experience we are always aiming to deliver. Our clients come from an incredibly diverse range of industry sectors, so we obviously need access to market research reports from a very wide spectrum of marketplaces – and that is precisely what we got.
Stephen Taylor-Brown, Managing Director, Abacus
Mintel is really good for getting a handle on a particular category quickly. If we are working on a new business pitch in an area we don’t have much experience in, it’s a brilliant way to get up to speed with what’s going on, what’s changing and what the key trends are in any category.
It’s very rare now that anyone will plough through a 200-page report – that’s why the summaries are really useful. We know they are backed up by a lot of detail, so if you need to go into something in more depth you know the information will be all there for you.
Pauline Robson, Managing Partner, Mediacom
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
When I’m investigating specific sectors I tend to use Mintel reports for their forecasting, which I’ve always found to be very accurate.
They also offer really broad and deep coverage in their reports. They are very, very detailed. For example, we were able to gain insight across a wide range of business areas from just one report, proving that Mintel is excellent value for money.
So overall, it’s the level of detail and the quality of forecasting that really stand out for me.
Rebecca Green, Market Insight Manager, Wincanton
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
