Germany Dermacosmetics Market Report 2024
£ 2,195 (Excl.Tax)
Report Summary
The dermacosmetics market in Germany thrives on skin-nourishing products for sensitive skin, backed by trusted brands. Proof of efficacy and scientific backing are key; 70% of buyers seek clinical trial results on-pack, with 31% valuing dermatologist-formulated products. Maintaining trust and reputation is also crucial, as seen in confidence placed in pharmaceutical distribution and a medical-adjacent appearance. Avoiding excessive trend focus is vital for dermacosmetics’ success.
Economic challenges influence consumer behaviour towards cost-conscious choices. There’s a growing demand for affordable yet effective dermacosmetics. 41% of German adults see dermacosmetics as a luxury, revealing a contrast between perceived value and affordability. Converting those unconvinced of the need for dermacosmetics is the biggest challenge to increased market penetration.
Consumer segmentation indicates that more affluent buyers and Quality Seekers are willing to pay a premium for and remain loyal to clinically effective products. The ageing population and longevity trends in Germany further drive the market, with a growing need for products addressing age-related skin concerns. At the same time, younger women seeking a preventative approach to skincare bodes well for dermacosmetics brands focused on fostering skin health long-term.
This report looks at the following areas:
- The impact of economic factors like inflation and supply chain issues on consumer spending
- Demographic trends driving demand for age-related skincare
- Purchase factors and barriers to purchasing dermacosmetics
- Consumer preferences for purchase channels, with online catching up to in-store
- Balancing affordability with the perception of luxury
- The importance of ingredient transparency and clinical trial results
- Consumer trust in reputable, dermatologist-approved brands
- Strategies for market penetration and appealing to a broader audience
Nurture sensitive skin with trusted brands and clinical backing. Drive market growth by catering to an ageing population with reliable products at all price points.
Susanne Krenz, Principal Research Analyst – Beauty and Personal Care
Market Definitions
Dermacosmetics are defined as beauty solutions that are either recommended by dermatologists or are scientifically proven to improve skin health and treat various skin issues such as ageing and sensitivity.
Table of Contents
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EXECUTIVE SUMMARY
- What you need to know
- Value perceptions of dermacosmetics
- What consumers want & why
- The five year outlook for dermacosmetics
- Opportunities in marketing
- Opportunities in product development
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MARKET DRIVERS
- The German economy
- 2024 is expected to remain challenging
- Graph 1: key economic data, in real terms, 2019-25
- Inflation is still the key factor affecting consumers’ finances…
- …confidence and expenditure
- Graph 2: financial confidence index, 2022-24
- Demographic and societal trends
- Self-care is a priority
- Germans embrace wellness culture and skinification
- Meeting the skincare needs of an ageing population
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WHAT CONSUMERS WANT AND WHY
- Purchase priorities for dermacosmetics
- Balancing skin barrier health with targeted solutions
- Graph 3: purchase priorities in dermacosmetics, 2024
- A picture is worth a thousand words
- Skin conditions causing sensitivities – or vice versa?
- Stress the suitability of dermacosmetics for allergy sufferers
- Use AI to innovate in hypoallergenic skincare
- Purchase channels and locations for dermacosmetics
- Trading off between immediacy and convenience
- Implement a multichannel retail strategy to maximise reach
- Graph 4: purchase locations for dermacosmetics, 2024
- Explore partnerships to grow brand reach
- Purchase barriers for dermacosmetics
- Non-buyers question necessity and affordability
- Graph 5: purchase barriers for dermacosmetics, 2024
- Play the long game for healthy skin
- Overcome frugality with PL offerings
- Educate consumers, then reap the rewards
- Interest and willingness to pay more
- High interest in toiletries, lower demand for specialised care
- Graph 6: any interest in dermacosmetics, 2024
- Skincare enthusiasts are ready to invest
- Dermacosmetic buyers are willing to splurge on facial and scalp care
- Graph 7: interest in dermacosmetics vs willingness to pay more for specific products, 2024
- High-value moisturiser, price-sensitive essentials and niche opportunities
- Attitudes towards dermacosmetics
- Dermacosmetics project a favourable image
- Graph 8: attitudes towards dermacosmetics, 2024
- Promote the power of proactive skincare to younger women
- Graph 9: consumers who believe dermacosmetics can improve general skin health, by age and gender, 2024
- Strike a delicate balance between exclusivity and accessibility
- Dermacosmetics hold allure for discerning luxury shoppers
- Leverage a staid image to aid perceptions of effectiveness
- How can non-pharmacy retailers boost their dermacosmetics offerings?
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LAUNCH ACTIVITY AND INNOVATION
- ‘Dermatologically tested’ outshines ‘doctor brand’
- Branded launches see a steady climb
- Graph 10: select BPC category* launches with dermatologically tested and/or doctor brand claims, brands vs PL, 2019-24
- Launch share dip doesn’t dim own labels’ ability to serve customer needs
- Companies offer up a wide variety of brands to serve different consumer groups
- Graph 11: select BPC category* launches with dermatologically tested and/or doctor brand claims, by top 10 ultimate companies, 2021-24
- Budget-friendly essentials and innovative skincare solutions
- One in five dermacosmetics are priced in the budget range
- Advertising and marketing activity
- Michael Cera(Ve) exudes approachable charm
- Cetaphil brings lighthearted fun to male skincare routines
- Rossmann shows commitment to quality without the price tag
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APPENDIX
- Appendix – report definition, abbreviations, consumer research methodology and language usage
- Report definition
- Abbreviations
- Consumer research methodology
- A note on language
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