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!
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.
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.
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.
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.
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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