Germany Hand, Body and Footcare Market Report 2022
Nine in 10 Germans use hand, body or footcare, highlighting how this has become an essential BPC category. This will help brands to survive the income squeeze. Susanne Krenz,…

Germany Hand, Body and Footcare Market Report 2022

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The Germany Hand, Body & Footcare Market Report 2022 identifies consumers’ attitudes towards body, hand, and foot care products, the impact of the pandemic and the cost-of-living crisis on this BPC category, and the willingness of consumers to trade down due to income squeezes. This report covers the Body Care Products Germany market size, market forecast, market segmentation and industry trends for the Body Care Market in Germany.

Body Care Products Germany: Current Market Landscape

Body care is an essential category for most Germans with usage remaining consistently high over as well as post-COVID-19. In fact, the pandemic actually gave the hand care market in Germany a strong boost.

The soaring rate of inflation in 2022, however, is expected to see consumers either trading down to cheaper products or using products more sparingly, keeping value growth of body care products Germany below-inflation levels.

Body Care Germany Market Share and Key Industry Trends

How consumers react to high energy price rises and associated cost of living increases will determine their body care buying behavior. We are likely to see the same trading down behavior as established in 2022 with almost half of users willing to switch to lower-priced brands. With more people choosing budget supermarket products, value growth will be restricted. This could also stifle product innovation.

According to our body care Germany report, in 2024 however, the economy will gradually return to normal, and consumers will feel encouraged to return to their old usage behaviours.

  • 89% of Germans use hand, body or foot care products.
  • 85% of users already buy mass-market brands.
  • 45% of product buyers would switch to lower-priced brands if they had less money to spend.
  • 74% of German hand, body and foot care users would consider applying a smaller amount of product each time if they needed to save money.

Future Trends in the Germany Foot Care & Hand Care Products Market

With a high number of Germans using products on all areas of the body, the income squeeze will likely boost demand for multiuse products that can be on multiple body parts. Multiuse and hybrid products can be seen as better value for money than separate products for the face and body and can help more expensive brands to maintain their customer base.

Once the economy recovers, the trend towards skin health, and ingredient based innovation will help masstige and premium brands to recover any lost customers.

Read on to discover more details or take a look at all of our German Bodycare Market Research.

Quickly Understand

  • The impact of the rising cost of living on the hand, body and foot care market.
  • Use of hand, body and foot care in 2022 compared to 2020 and the types of brands preferred.
  • Income-squeeze buying behaviours in hand, body and foot care.
  • Consumer interest in ingredient (key vitamins, environmental innovation) and refillable concepts in hand, body, and foot care.
  • Attitudes and behaviours towards hand, body and foot care.

Covered in this Report

Products: Hand care, foot care, body care (body lotions/creams, body moisturisers, sprays, body butters, emollients, general-purpose products, exfoliant products for body use, polishing grains/scrubs, anti-cellulite products, bust-firming gels/creams/lotions, fragrance treatment sprays, tanning moisturisers, skincare with added tanning agent to build a gradual tan with frequent use.

Brands: L’Oréal, Beiersdorf, Johnson & Johnson, Weleda, Scholl’s Wellness Company, Sabon, M. Asam, Rossmann (Isana), NIVEA, Dove, Hornbach, SEINZ, Douglas, Sephora, Kaufland (Bevola), Netto (Pure & Basic), Penny (Naturgut), NaTrue, the Vegan Society, and more.

Expert Analysis from a Specialist in the Field

This report, written by Susanne Krenz, a leading analyst in the Beauty and Personal Care sector, delivers in-depth commentary and analysis to highlight current trends in the Body Care Products Market Germany, and adds expert context to the numbers.

Nine in ten Germans use hand, body or footcare, highlighting how this has become an essential BPC category. This will help brands to survive the income squeeze.

Susanne Krenz, Research Analyst
Susanne Krenz
Research Analyst – Beauty & Personal Care

Table of Contents


    • Key issues covered in this Report
    • Market context
    • Mintel predicts
    • Opportunities
    • The competitive landscape
    • Graph 1: top five companies' and own-label shares of hand, body and footcare value sales, 2021

    • Graph 2: key economic data, in real terms, 2019-24
    • Graph 3: where BPC products were bought, 2019 and 2021
    • Graph 4: average temperature, June-August, 2016-22
    • Graph 5: population by age group, 2020-30

    • Use of hand, body and footcare and brand preference
    • Graph 6: format type used on the body, 2020 and 2022
    • Graph 7: format type used on the hands, 2020 and 2022
    • Graph 8: format type used on the feet, 2020 and 2022
    • Graph 9: any use of hand, body or footcare products, by age within gender, 2022
    • Brand preference for hand, body and footcare
    • Graph 10: premium own-label hand, body and footcare bought in the last 12 months, by age within gender, 2022
    • The impact of the financial squeeze on hand, body and footcare expenditure
    • Graph 11: hand, body and footcare buying behaviours if less money were available, 2022
    • Graph 12: buying hand, body and footcare on special offer or switching to lower-priced brands, by gender, 2022
    • Desired hand, body and footcare product claims
    • Graph 13: desired claims when choosing which hand, body and footcare products to buy, 2022
    • Graph 14: any skin issues experienced on the body*, 2020
    • Interest in ingredient innovation
    • Graph 15: hand, body and footcare NPD with select ingredients, 2021
    • Interest in environmentally friendly hand, body and footcare innovation
    • Graph 16: interest in hand, body and footcare innovation, 2022
    • Graph 17: hand, body and footcare NPD with select 'green' claims, 2018-22
    • Attitudes towards hand, body and footcare
    • Graph 18: attitudes towards hand, body and footcare
    • Graph 19: behaviours that consumers intend to continue once COVID-19 is no longer a concern, 2021

    • Graph 20: hand, body and footcare NPD by format, 2021
    • Graph 21: hand, body and footcare NPD by beauty-enhancing claims, 2018-22


      • Market size and forecast
      • Market segmentation

      • Appendix – products covered, abbreviations, consumer research methodology and language usage
      • Appendix – market size and central forecast methodology

    About the report

    This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

    The consumer

    What They Want. Why They Want It.

    The Competitors

    Who’s Winning. How To Stay Ahead.

    The Market

    Size, Segments, Shares And Forecasts: How It All Adds Up.

    The Innovations

    New Ideas. New Products. New Potential.

    The Opportunities

    Where The White Space Is. How To Make It Yours.

    The Trends

    What’s Shaping Demand – Today And Tomorrow.

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    Germany Sample Report Cover

    Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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