Germany Diversity in BPC Report 2023
Most Germans feel well served by BPC brands but demand more proof of diversity and inclusivity credentials.
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EXECUTIVE SUMMARY
- Key issues covered in this Report
- Market context
- Opportunities
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MARKET DRIVERS
- The German economy
- Graph 1: key economic data, in real terms, 2019-24
- The German population
- Graph 2: population structure by age, 2020-30
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WHAT CONSUMERS WANT AND WHY
- The skintones and hair types of Germans
- Graph 3: prevalence of naturally occurring skintones among the population, 2022
- Graph 4: prevalence of hair textures among the population, 2022
- Consumer priorities relating to diversity
- Graph 5: diversity and inclusion efforts that drive beauty and grooming brand choices, by skintone, 2022
- Graph 6: diversity and inclusion efforts that drive beauty and grooming brand choices, by hair type, 2022
- Graph 7: dimensions of diversity that would make consumers choose one BPC brand over another, by age, 2022
- Behaviours around diversity
- Graph 8: consumer behaviours around diversity in the last 12 months, 2022
- Graph 9: consumer behaviours around diversity in the last 12 months, by skintone, 2022
- Graph 10: consumer behaviours around diversity in the last 12 months, by hair type, 2022
- Responsibilities of BPC retailers
- Graph 11: BPC retailer responsibilities relating to diversity and inclusion, according to consumers, 2022
- Representation in BPC advertising
- Graph 12: aspects of diversity consumers would like to see more of in BPC advertising, 2022
- Graph 13: what consumers would like to see more of in BPC advertising, by gender, 2022
- Graph 14: what consumers would like to see more of in BPC advertising, by age, 2022
- Graph 15: what consumers would like to see more of in BPC advertising, by age, 2022
- Attitudes towards diversity in BPC
- Graph 16: consumer attitudes towards diversity in BPC, 2022
- Graph 17: select consumer attitudes towards diversity in BPC, by age, 2022
- Graph 18: select consumer attitudes towards diversity in BPC, by age, 2022
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LAUNCH ACTIVITY AND INNOVATION
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APPENDIX
- Appendix – abbreviations, consumer research methodology and language usage
Discover the latest German beauty and personal care market trends and how they are impacting diversity in BPC industry in Germany! Our Beauty and Personal Care Germany Market Forecast 2023 is packed with valuable insights on consumer attitudes, diversity in German cosmetics industry research, market size, shares, and growth. With this report, you’ll have the knowledge to stay ahead of the competition and keep your business growing!
Diversity in BPC Industry: Current Market Landscape
Germany is an ageing society and according to Mintel’s diversity in German cosmetics industry research, older shoppers and those with visual and mobility impairments will see the biggest growth in representation, and will see more products tailored to their needs. Many beauty brands are still choosing to market to younger consumers, however, the silver economy provides an untapped opportunity in the German cosmetics market.
In recent years, legislative changes pertaining to the rights of queer and gendernonconforming citizens have had a big impact on society, and the diverse German cosmetics industry alike. Consequently, LGBTQIA+ and non-binary people have seen increased visibility and representation in the public sphere and, by extension, the German cosmetics market. The rules of who can wear makeup or have an extensive skincare routine are dissolving, opening up the beauty space to a new generation of testimonials, influencers, and customers.
A Diverse German Cosmetics Industry: What Consumers Want and Why
The majority of Germans are content with the offerings in the German beauty and personal care market, and only a fraction of the population demands more ethnic diversity in advertising. However, Germany is evolving constantly and is becoming more and more diverse. Especially young people with darker skin and/or curly hair are more discerning when it comes to a diverse German cosmetics industry, and they are far more likely to let brands’ diversity credentials sway their purchase decisions.
Proof of the inclusivity of products matters to almost half of Germans, and many find brands’ diversity and inclusion efforts to be inauthentic. Therefore, brands that are not believable in their commitment to diversity and inclusion risk losing out in the German cosmetics market.
- German Cosmetics Market Trends: Affordability is the key focus of many consumers with 38% agreeing that retailers should prioritise this.
- Diverse German Cosmetics Industry Consumer Behaviour: 86% of Germans are happy with what the German beauty and personal care market offers.
- Market Challenges for the Diversity in BPC Industry: Many Germans think that brands diversity initiatives are not authentic, and 42% of shoppers want to see more proof that products are indeed inclusive.
- Beauty and Personal Care Germany Market Forecast & Opportunities: While diversity demands are still taking a back seat in the German cosmetics market, the landscape is fast evolving, and 16% would like to see more ethnic diversity in advertising. Brands have the opportunity to be among the first to cater to these demands.
Beauty and Personal Care Germany Market Forecast and Opportunities
Mintel’s diversity in German cosmetics industry research makes it clear that keeping products affordable should be BPC retailers’ biggest focus. If consumers are worried about money and struggle to afford basic necessities, all other tenets of diversity will rank far lower on their list of priorities.
Women are generally more interested in seeing diversity across the board, but brands can also improve the representation of a variety of ages and body types/sizes in the German cosmetics market, presenting the easiest way for brands to improve their image and profit in a diverse German cosmetics industry. Especially as Gen Z reach their prime spending years and the country continues to grow more ethnically diverse, what are now niche preferences and desires will come to have a bigger impact on purchase behaviour in the future.
To discover more about the German Beauty and Personal Care Market, read our Germany Beauty and Personal Care Retailing Market Report 2023, or take a look at our extensive Beauty and Personal Care Market Research.
Quickly Understand the Diverse German Cosmetics Industry
- How have inflation, legislation and Germany’s demographic structure shaped consumer expectations around diversity?
- Skintones and hair textures of Germans.
- Consumer priorities relating to diversity.
- Behaviours and attitudes towards diversity.
- Consumers’ thoughts on the responsibilities of BPC retailers.
Covered in this Report
Products: Skincare, haircare, colour cosmetics, hair removal products, makeup, and many more.
Brands: AXE, Chanel, Revolutoin Man, Marc Jacobs, Nø Cosmetics, Vichy, Korres, Niqa, Fair Squared, Dove, Wilkinson, Schwarzkopf, L’Occitane, Estée Lauder, Afrolocke, and more.
Expert Insights into Diversity in BPC Industry
This report, written by Susanne Krenz, Principle Research Analyst, delivers in-depth commentary and analysis to highlight current German cosmetics market trends, insights on diversity in German cosmetics industry research, and adds expert context to the numbers.
Most Germans feel well served by BPC brands but demand more proof of diversity and inclusivity credentials. Age and body diversity are shoppers’ main priorities.
Susanne Krenz
Principle Research Analyst – Beauty and Personal Care
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