The German fragrance category has seen sharp positive growth since 2022, in part due to inflation and soaring prices. As inflation begins to stabilise, and consumers seek affordable options, the pace of value growth is expected to slow to a more sedate pace.
A threat to the category is the new allergen legislation, which could hamper innovation as resources are redirected to comply with the changes. Additionally, fragrance dupes have gained popularity among consumers, who may opt for these alternatives to circumvent rising prices. Given that consumers see fragrances as part of their identity, they will likely trade down rather than drop out of the category completely.
The most important purchase factor (other than price) for fragrances is long-lasting claims, but only 18% of launches led with the claim in 2024. This shows that there is still room to innovate in this space.
There are opportunities to lead with skin- and health-friendly claims, such as allergen-and alcohol-free, as most Germans are keen on such offerings. Since 79% of users think fragrances can improve mental wellbeing, functional fragrances, such as those helping with stress, sleep and wellness, are also appealing.
The category has significant growth potential but must avoid the threat of dupes. Lead with long-lasting and skin-friendly claims to boost interest.
Mihaela Suhalitca, Research Analyst – Beauty and Personal Care
Mintel is the world’s leading market intelligence agency. We show you how consumers think today and tomorrow. As a trusted partner to industry leaders, we deliver game-changing insights to businesses across the globe, fuelling their marketing and innovation strategies that will shape the future.
Access high-quality market research with every purchase of Mintel’s consumer reports. Here’s what else is included in your report purchase:
From consumer reports to customised growth strategies. We have an option to suit your business requirements.
Find out more£ 5,000 – £ 21,600
Mintel’s 2024-25 Global Outlook on Sustainability: A Consumer Study is designed to help you understand what brands and companies should prioritise in order to educate consumers and ensure...
Find out more£ 495
Body Care - Germany by Mintel Market Sizes provides you with annual year-end market size data, most recently updated in 2024. This market covers hand, foot and general...
Find out more£ 495
Fragrances - Germany by Mintel Market Sizes provides you with annual year-end market size data, most recently updated in 2023. This market covers men's and women's fragrances. It...
Find out more£ 2,195
Shifting priorities have led to shorter daily beauty/grooming routines for both women and men. Daily hair washing and showering is now optional for many. Young German men are...
Find out more£ 2,195
The use of most hair colourants has remained largely unchanged since 2020. Consumers aged 25-34 are the most engaged users, but...
Find out more£ 495
Fragrances - Germany by Mintel Market Sizes provides you with annual year-end market size data, most recently updated in 2024. This market covers men's and women's fragrances. It...
Find out more
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.
At Jackman, we believe that powerful strategies are based on human insight. Mintel’s leading-edge reports and insights into consumer attitudes and behaviors are an important input as we develop and execute strategy.
We have such a great working relationship with Mintel on lots of different levels. As an insight partner, they have helped us to develop our business planning in specific categories as well as supporting our creative process but they’ve also been super helpful with facilitating our events in their inspirational offices near St Paul’s.
They’re an innovative company, with a client-focused team that always delivers.
Working in a customer-obsessed organization means that data and insights have to be at our fingertips. Mintel’s reports help us support anecdotes with real quantifiable insights. The summary sections (which I really like) helps save time by giving a birds eye view of the content before spending time combing through the pages.
Our business review discussions are strengthened by the relevancy of the reports to help us better understand our customers. In addition, the customer service received from the team (especially in crunch periods) makes the process of understanding customer behavior even better.
Mintel is really good for getting a handle on a particular category quickly. If we are working on a new business pitch in an area we don’t have much experience in, it’s a brilliant way to get up to speed with what’s going on, what’s changing and what the key trends are in any category.
It’s very rare now that anyone will plough through a 200-page report – that’s why the summaries are really useful. We know they are backed up by a lot of detail, so if you need to go into something in more depth you know the information will be all there for you.
From consumer reports to customised growth strategies. We have an option to suit your business requirements.
Find out more
