Packaging in Beauty and Personal Care (BPC) is more than just a receptacle for delivering products, it plays a crucial role in the consumer journey and has a significant impact on purchase decisions.
Packaging Preferences in BPC — Current Landscape
Although buyers in Germany want practical packaging and older consumers in particular prioritise sustainable features, there are opportunities to lead with eye-catching designs. In fact, visual appeal is a key purchase driver, especially among younger shoppers.
Generational differences are evident in terms of information looked for, pointing to opportunities to strategically use the limited on-pack space to reach target audiences. While shoppers over 45 prefer ingredient information, such as free-from claims and individual benefits, those under 45 prioritise efficacy claims.
The main threat to the market is the new EU PPWR legislation, designed to standardise packaging and recycling practices across the EU. While the initiative’s objectives are clearly outlined, the European Commission has yet to provide detailed guidelines on how these changes should be implemented. Brands can turn this into an opportunity to regain the trust of younger BPC shoppers, as they are currently more jaded when it comes to packaging’s sustainability credentials.
Packaging Preferences in BPC — Statistics
- Packaging Preferences in BPC: 58% of all Germans think beauty products can be used as decorations, making visual appeal a key purchase driver.
- Different Target Audiences have Different Preferences: Almost 60% of Gen X and 61% of Baby Boomer BPC shoppers are keen to see information about the benefits of ingredients on pack.
Consumer Preferences in BPC Packaging — What’s Inside the Report?
Key Topics Analysed in this Report
- Types of product information BPC shoppers look for (on pack or through other sources), including ingredient information, usage instructions and proof of effectiveness.
- Relevant packaging features, with practicality emerging as a defining factor.
- Associations with different types of packaging materials.
- Consumer behaviours relating to BPC product packaging.
Meet the Expert Behind the Analysis
This report is written by Mihaela Suhalitca, Research Analyst. Mihaela researches consumer behaviour and trends in the German BPC 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 capture younger audiences with eye-catching packaging, however, it is crucial not to compromise on practicality. To cater to older shoppers, brands can provide detailed ingredient information on pack.
Mihaela Suhalitca
Research Analyst — Beauty and Personal Care
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EXECUTIVE SUMMARY
- What you need to know
- Opportunities
- Outlook
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OPPORTUNITIES
- Work the sustainability angle
- Use legislative changes to reassure younger consumers about recycling
- Target Baby Boomers with refills in their favourite categories
- Graph 1: top five types of beauty products Baby Boomers think are worthy of spending the most money on, 2025
- There is space to make refills more luxurious
- Inspiration from Japan: work with local businesses to promote sustainability initiatives
- Adjust on-pack information to reach different target audiences
- Priorities around information on product packaging: free-from claims and detailed usage instructions take the lead
- Make the most of the space available to deliver product information
- Inspiration: maximise packaging space
- Provide details on the benefits of individual ingredients
- Properly highlight target groups to attract women over 45
- Leverage visual appeal as a purchase driver
- Germans are interested in visually appealing packaging designs
- The aesthetic advantage: designs and materials that can fetch a higher price
- Consider the side-table opportunity
- Shake up overlooked categories
- Captivate consumers with interactive packaging and playful design
- Embrace storytelling and whimsy to stand out from the crowd
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CONSUMER
- Types of product information looked for
- Germans are interested in a wide palette of product information
- Graph 2: interest in types of information about BPC products, 2025
- German BPC shoppers want to know how to use products effectively
- Inspiration: leverage various channels to provide clear and detailed instructions
- The interest in detailed usage instructions opens opportunities for personalised routines
- Gen Zers show the strongest interest in all forms of product information
- Graph 3: interest in types of information about BPC products, by generation, 2025
- Product transparency plays a crucial role for all generations
- Older consumers favour on-pack information, while younger ones are open to QR codes
- Graph 4: interest in product information from different sources, by generation, 2025
- Inspiration: entice older beauty shoppers with in-store product scanners
- Inspiration: make QR codes even more interactive
- Information sought on BPC product packaging
- The need for ingredient transparency on pack increases with age…
- Graph 5: interest in select types of information about BPC products on packs, by generation, 2025
- …while the interest in efficacy claims decreases
- Graph 6: interest in select types of information about BPC products on packs, by generation, 2025
- Female Gen X and Baby Boomer BPC shoppers zone in on ingredients
- Graph 7: % of BPC shoppers who want ingredient information on pack, by gender and age, 2025
- Free-from claims help consumers prioritise healthier lifestyles
- Graph 8: % of consumers who research ingredients used in the BPC products they buy to avoid skin-irritating ingredients, by gender and age, 2024
- Gen Zers and Millennials want visual and written proof of efficacy
- Graph 9: interest in on-pack written and visual proof of BPC product effectiveness, by generation, 2025
- Take conversations about effectiveness from offline to online
- Relevant packaging features
- Germans are practical when choosing BPC products
- Graph 10: important packaging features when purchasing BPC products, 2025
- The interest in practical packaging increases with age
- Graph 11: importance of practicality as packaging feature when purchasing BPC products, by age group, 2025
- Marry practicality with innovation
- Consider practical one-hand application or dispensing
- Sustainable packaging features are more relevant for older BPC shoppers
- Baby Boomers are more likely to prioritise recyclability…
- …and to think packaging materials are easy to recycle
- Graph 12: BPC shoppers who rank recyclability as important and associate the ease of recycling with select packaging materials, by generation, 2025
- Be aware of wishful recycling
- Consumers are willing to prioritise sustainability over design
- Graph 13: important packaging features when purchasing BPC products, by importance of visually appealing design when purchasing BPC products, 2025
- There is space to bridge the refill say-do gap
- Ensure that refills are recyclable
- Younger consumers prioritise visually appealing designs
- Graph 14: importance of visually appealing design as packaging feature when purchasing BPC products, by age group, 2025
- Inspiration: eye-catching designs in the makeup category
- Visual and tactile appeal should not come at the expense of practicality
- Associations with types of packaging materials
- BPC shoppers see glass as expensive and luxurious, while cardboard benefits from sustainability associations
- Glass packaging balances quality, sustainability and practicality
- Paper packaging aligns with eco-conscious perceptions but raises freshness concerns
- Retro trends and refillable designs can elevate metal packaging’s appeal
- Balancing safety and aesthetics can redefine plastic’s role in packaging
- Behaviours around BPC product packaging
- Sustainable behaviours are widespread among beauty buyers
- Graph 15: behaviours around sustainability in BPC packaging, 2025
- German BPC shoppers are confident about recycling…
- Graph 16: % of BPC shoppers who say they know how to recycle BPC product packaging, by age group, 2025
- …but younger consumers are lagging behind
- Graph 17: % of consumers who have recycled product packaging* in the 12 months to June 2024, by age group
- Consumers are embracing the full refill concept
- Older generations are less likely to jump on the refill bandwagon
- Graph 18: behaviours around beauty product refills, by age group, 2025
- Address financial barriers in refill accessibility
- Graph 19: behaviours around beauty product refills, by financial situation, 2025
- Enhance refill perception among German shoppers
- Visual appeal is a key driver in beauty purchases
- Graph 20: behaviours towards visual appeal in BPC packaging, 2025
- Younger consumers would pay a premium for picture-perfect packaging
- Graph 21: behaviours towards visual appeal in BPC packaging, by age group, 2025
- Balance luxury and sustainability in outer packaging
- Interactive packaging captivates consumers under 45…
- …and parents of young children
- Nearly half of Germans avoid built-in applicators in BPC products
- Graph 22: behaviours towards hygiene in BPC packaging, 2025
- Provide alternative packaging options for consumers who avoid built-in applicators
- Graph 23: % of BPC shoppers who avoid products with built-in applicators because of hygiene concerns, by age group, 2025
- Younger users worry about bacterial build-up
- Reassure younger users who worry about bacterial build-up
- Extend tottle packaging to the skincare category
- Alternative packaging options for traditional jars/pots
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MARKET DRIVERS
- Emerging packaging trends to watch
- A move away from minimalist packaging
- The fusion of beauty and apparel
- Sensory-driven designs
- Retro designs as escapism to better times
- Elevated unboxing experiences
- Economical and societal factors
- 2025 will remain a challenging year, both economically and socially…
- Graph 24: consumer perception of the German cost-of-living crisis, 2025
- …but the BPC category has the potential to grow
- The EU has introduced the Packaging and Packaging Waste Regulation
- AI innovation shapes the packaging industry
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APPENDIX
- Report scope and definitions
- Market definition
- Abbreviations
- Generations
- Methodology – consumer research
- Consumer research methodology
- A note on language
- Correspondence analysis – methodology
- Correspondence analysis – attributes associated with types of packaging materials
- TURF analysis – methodology
- TURF analysis – interest in types of information on pack
- CHAID analysis – methodology
- CHAID analysis of packaging that is fun to use, 2025
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