Germany Facial Skincare Market Report 2024
Our Germany skin care products market research shows that brands are confronted with dwindling repertoires.
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EXECUTIVE SUMMARY
- The five year outlook for facial skincare
- Market context
- Financial concerns impact facial skincare repertoires
- Seize the opportunities amid demographic changes
- Mintel predicts
- Market size and forecast
- The facial skincare market will continue to grow, albeit at a slowed pace
- Sales growth of 10% is expected by 2029
- Opportunities
- Adjust the value proposition to meet consumers’ evolving needs and counteract dwindling repertoires
- Germans have a relaxed attitude to ageing compared to consumers in other European countries
- Tap into longevity and ‘slow ageing’ trends to cater to Germans’ holistic approach to ageing
- Take advantage of the growing interest in barrier protection
- Capture the male audience to boost sales
- Prepare for the next generation of facial skincare consumers
- The competitive landscape
- Mass-market and private-label brands make up the bulk of sales in a fragmented market
- Graph 1: company shares of facial skincare, by value, 2023
- Financial constraints push cost-conscious consumers towards affordable skincare options
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MARKET DRIVERS
- The German economy
- 2024 is expected to remain challenging
- Graph 2: key economic data, in real terms, 2019-25
- The inflation rate is bouncing back to more conventional levels
- Inflation is still the key factor affecting consumers’ finances…
- …confidence and expenditure
- Graph 3: financial confidence index, 2022-24
- Consumer prices for select skincare products are on the rise
- Graph 4: selected consumer price index rates, 2022-24
- Demographic changes provide opportunities for facial skincare brands
- Environmental changes impact ingredient sourcing…
- …and bring with it increased skin issues
- Legislative changes put brands under pressure
- AI can aid in the search for alternative ingredient formulations
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WHAT CONSUMERS WANT AND WHY
- Usage of facial caring products
- Moisturisers reign supreme, but serums and oils could use a boost
- Graph 5: usage of facial care products, by product type, 2024
- Encourage German men to use moisturisers
- Usage of facial cleansing products
- Regular soaps and cleansing bars take the lead
- Graph 6: usage of facial cleansing products, 2024
- Add cleansing milk and balm to women’s moisturising routines
- Graph 7: women’s usage of facial cleansing products, by product type, 2021-24
- Promote micellar water usage to consumers with skin issues
- Graph 8: women’s usage of micellar water, 2024
- Skincare routines
- Germans’ facial skincare routines focus on mornings and evenings
- Graph 9: the time of day skincare products are typically used, by select product type, 2024
- Curate distinct am and pm routines to drive engagement
- Position more involved products for evening use
- Afternoon mask usage provides opportunities
- Help men make the most out of their cleansing routine…
- …and support them with on-the-go formats
- Highlight health and hygiene benefits to encourage skincare regimes among men
- Graph 10: men’s usage of facial skincare products, by country, 2024
- Brand repertoires
- The vast majority of Germans use one or two brands in their daily routine
- Employ social media strategies to encourage more expansive regimes
- Graph 11: repertoire of facial skincare products used, by gender, 2024
- Both emerging and established brands can reach consumers who have broader repertoires
- Graph 12: the number of brands used in skincare routines, by repertoire of facial skincare products, 2024
- Target Gen Zers and Millennials with more expansive skincare routines
- Graph 13: number of brands used in daily facial skincare routine, by generation, 2024
- Encourage a holistic approach to facial skincare among consumers with larger brand repertoires…
- …and use AI tools to aid them in maintaining a consistent skincare routine
- Perceptions of healthy facial skin
- Hydrated skin takes the lead in health perceptions
- Graph 14: perceived attributes of healthy facial skin, 2024
- Simple messaging will resonate regardless of gender
- Graph 15: current or desired repertoire of perceived attributes of healthy facial skin, by gender, 2024
- Acne and enlarged pores are obvious signs of poor skin health to Germans…
- Graph 16: perceived attributes of healthy facial skin, 2024
- …but acne-related claims in facial skincare launches are still scarce
- Graph 17: launches in skincare products, by select acne-related claims, 2022-24
- Point to the link between barrier protection and care for acne-prone skin
- Highlight exfoliation as a means to achieve soft skin…
- …and provide options for consumers with sensitive skin
- Help men achieve glowing skin
- Concerns around facial skin ageing
- Dryness/roughness emerges as the most pressing sign of facial skin ageing among Germans
- Graph 18: concerns around facial skin ageing, 2024
- Germans are less worried about skin ageing than other Europeans are
- Support Germans’ relaxed approach to ageing by focusing on longevity…
- …and ‘slow-ageing’ claims
- The social media narrative regarding longevity and ‘slow ageing’
- Use statistics to underline efficiency for women who worry about wrinkles
- Address men’s eyecare needs
- Take female consumers to the face gym
- Point older women in the right direction when it comes to hyperpigmentation
- Tap into inflammageing trends
- Behaviours concerning facial skincare
- Skin barrier protection is becoming increasingly relevant, but almost half of Germans struggle to maintain a skincare routine
- Graph 19: behaviours concerning facial skincare, 2024
- Interest in caring for the neck/décolletage points to opportunities to offer specialised care
- The great barrier relief: Germans are giving more attention to their skin barrier
- Capitalise on the interest in barrier-protection claims
- Graph 20: volume of social media posts around skin barrier, by month, 2022-24
- Underline quick results to help consumers maintain consistent routines
- Male skincare users are revisiting their lifestyle choices
- To support lifestyle changes, consider expanding into adjacent categories…
- …and working with health/wellness platforms
- Reasons for reducing skincare repertoires
- Financial concerns are the main reason for reduced repertoires, followed by concerns for irritants
- Graph 21: reasons for reducing facial skincare product repertoires, by gender, 2024
- Discourage downsizing by highlighting the health benefits of a skincare routine…
- …or provide a single-product solution at a premium price
- Induce trading up among time-strapped, higher-income households
- Gen Zers are curating their skincare routines
- Meet younger consumers with authenticity while helping them find the right skincare products
- Worries about skin irritants can affect natural/organic brands…
- …and benefit brands that highlight allergy-free claims
- Graph 22: launches in facial skincare, by select product-tested claims, 2018-24
- Leverage the treat-yourself mentality to prevent slimmed-down repertoires
- Facial skincare behaviours concerning parents
- German parents guide their children in their skincare journeys but feel little pressure to buy them premium products
- Graph 23: facial skincare behaviours concerning parents, 2024
- Prepare for Gen Alpha: heritage brands will compete with viral ones
- Parents in Germany are the least worried about unsuitable skincare routines
- Graph 24: concerns around facial skincare among parents, by market, 2024
- Open collaboration channels with younger consumers to be better able to cater to their needs
- Don’t overlook boys’ skincare regimes
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LAUNCH ACTIVITY AND INNOVATION
- L’Oréal continues to dominate launch activity
- Graph 25: launches in facial skincare, by ultimate company, 2021-24
- Beiersdorf unveils a sugar-induced-ageing solution
- Luxury brands zone in on skin longevity
- Men’s launches focus on simplified routines
- Face/neck care continue to comprise the bulk of NPD
- Graph 26: launches in facial skincare, by sub-category, 2021-24
- Eye-catching innovation
- Serums and drops have growth and premiumisation potential
- Graph 27: the top six formats in facial skincare launches, 2022-24
- Botanical/herbal and moisturising claims are still leading launches, while time/speed is picking up
- Graph 28: launches in facial skincare, by the top 10 claims, 2022-24
- Entice time-strapped consumers with products that are fast acting or save time
- Ethical/environmental claims are moving from packaging to holistic approaches
- Graph 29: launches in facial skincare, by select ethical/environmental claims, 2022-24
- Move forward with eco-friendly claims knowing that consumer demand is unwavering
- Clarins – from field to skin
- Advertising and marketing activity
- Dove’s ‘#TheFaceof10’ campaign
- L’Oréal continues its ‘Stand Up’ campaign
- Beiersdorf presents its epigenetics research
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MARKET SHARE
- Mass-market and private-label brands are gaining market share while prestige brands are stagnating
- Mass-market and private-label brands make up the bulk of sales in Germany
- The treat mentality and interest in quality products can benefit the prestige sector
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MARKET SIZE and SEgmentation
- The German facial skincare market is rebounding
- The recovery in value sales is felt throughout all segments
- The increase in value sales provides tentative hope, but brands can do more to align with consumer demand
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Market Forecast
- Inflation and rising prices buoyed the category in 2023, but the market will stabilise to moderate growth in the short term
- Increased financial confidence will improve willingness to spend in the medium term
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APPENDIX
- Appendix – products covered, abbreviations, consumer research methodology and language usage
- Products covered in this Report
- Abbreviations
- Generations
- Consumer research methodology
- Infegy Atlas – coverage
- Infegy Atlas – full list of search terms used
- A note on language
- Appendix – market size and central forecast methodology
- Forecast methodology
- Forecast methodology – fan chart
- Market size – value
- Market forecast and prediction intervals – value
Stay ahead of the curve and future-proof your business with Mintel’s German Facial Skincare Market Report 2024. Our full report is packed with consumer-led market intelligence, skincare trends in Germany, and consumer behaviours. Get a 360° view of the German skincare industry including market share, German facial skincare market size, and a growth forecast to help you align your business strategy with the needs of your audience.
Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.
Our Report Delivers Key Insights On
- The effects of the cost of living crisis on the German skincare industry.
- Consumer behaviour, including usage of facial skincare products by category, skincare routines, and increased interest in skin barrier protection.
- Perceptions of healthy facial skin, with hydrated and blemish-free skin taking the lead.
- Concerns around signs of ageing, including opportunities to support German consumers’ holistic approach to ageing.
- Parental concerns around Gen Alpha kids’ skincare usage and opportunities to reach the next generation of facial skincare consumers.
Germany Skincare Industry: Current Market Outlook
Although Germany’s economy is on the path of recovery, financial confidence remains low, which results in price-conscious consumer behaviour.
Consumers are slimming down their repertoires to save costs; 33% of German facial skincare users already reduced the number of products they use. As a result, the Germany skin care products market may take a hit.
Germany Skincare Industry: What Consumers Want and Why
- Shifts in the German Skincare Industry: Demographic changes and an increased interest in protecting the skin barrier by half of German consumers offer opportunities to revisit the anti-ageing narrative and shift the discussion towards skin longevity and ‘slow ageing’. The holistic approach to ageing and wellbeing will appeal to Germans’ relaxed attitude towards ageing.
- Men’s Skincare: While men’s use of caring and cleansing products remains low, there are still opportunities to cater to men’s needs in the German skin care products market. Brands can provide convenient formats and adjust their marketing language to better reach a male audience, especially since 51% of men have a hard time maintaining a consistent skincare routine.
- Germany Skincare Industry Outlook: Recent media coverage has highlighted an increase in teenagers using products that aren’t suitable for their skin. Brands can step in and educate both younger users and their parents about age-appropriate skincare routines.
More About This Report
For the purposes of this Report, Mintel’s definition of facial skincare includes:
- Moisturisers
- Cleansers, including scrubs, washes, wipes, makeup removers, and facial soaps
- Toners
- Masks and treatments
- Specialised products, such as lip salves, eyecare, and anti-ageing products
- Medicated skincare
Meet The Expert
This report was written by Mihaela Suhalitca, Research Analyst. Mihaela researches consumer behaviour and trends in the German beauty and personal care market. Prior to joining Mintel, 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.
Our Germany skin care products market research shows that brands are confronted with dwindling repertoires. However, a shift in the anti-ageing narrative as well as men’s and Gen Alpha’s emerging needs provide opportunities for growth in the German skincare industry.
Mihaela Suhalitca
Research Analyst – Beauty & Personal Care
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