Germany Attitudes towards Luxury Beauty Market Report 2023
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Almost half of Germans use prestige BPC brands. In our market analysis of luxury beauty in Germany we reveal three core luxury BPC consumer typologies: Quality seekers, bargain hunters, and…

Germany Attitudes towards Luxury Beauty Market Report 2023

£ 2,195 (Excl.Tax)


Stay ahead of the curve and future-proof your business with Mintel’s Germany Luxury Beauty Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest German beauty market trends and consumer behaviours affecting your industry.

Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.

Topics Analysed in this Report

  • A detailed outlook on the luxury beauty market in Germany, including expert insights and market drivers.
  • Types of brands used/purchased and purchase channels for luxury beauty in Germany (for oneself and for gifting).
  • Features that make a luxury BPC brand stand out.
  • Interest in and consumer attitudes towards premium- and luxury-branded BPC products.
  • How your business can tap into opportunities to increase your market share in luxury beauty in Germany.

Overview of the Luxury Beauty Market in Germany

Middle class German beauty consumers are facing financial challenges due to the high cost of living and are scaling back their spending as a result. This will lead some prestige brands to increase their focus on the luxe end of the market, as high earners, who remain unimpeached by inflation, continue to spend on premium and luxury BPC products.

Luxury Beauty in Germany: What Consumers Want and Why

  • German Luxury Beauty Consumers: 74% of Germans aged 16-24 use premium/luxury BPC products. This includes high earners and middle class consumers, as BPC acts as a gateway into the world of luxury. In the light of inflation, affordable luxuries are key to keep the latter target group engaged in this sector. Premiumisation, featuring natural ingredients and high quality formulas may also act as driving purchase factors.
  • The German Beauty Market: Dupes pose a threat to luxury brands as half of BPC users aged under 45 think more affordable copies of luxury products provide the same experience as the original. However, prestige brands have found creative ways to address this issue by taking an educational approach to prove the value of their products. This is in line with consumer demand, as 64% of Germans find it essential to research a premium/luxury product before buying it.
  • German Luxury Beauty Consumers & the Shopping Experience: 57% of German beauty consumers aged 16-34 agree it’s important for premium and luxury brands to offer a premium shopping experience. This craving for experiences creates opportunities for stores to create highly exclusive ways of shopping, such as virtual marketing strategies and multisensory spaces using technology.

To learn how to connect with your audience, purchase our Germany Luxury Beauty Market Report 2023 in full. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.

Products and Brands Discussed in this Report

Brands: La Prairie, Rituals, Paco Rabanne, Estée Lauder, Kate Spade, Balmain, Armani, Lancôme, Die Synaestheten, Daufry, Prada, Amazon, Duftnote, Frau Tonis und Valhues, TikTok, FORMEL Skin, Douglas, Brunello Cucinelli, Shiseido, Gezeiten, Dr. Barbara Sturm, Augustinus Bader, La Perla, and many more.

Products: Fragrances, shower and bath products, shampoo, conditioner, bodycare products, hair treatment products, hair styling products, facial wash, facial moisturiser/treatments, colour makeup, base makeup, skincare products, lipstick, and many more.

Additional Features Included with Your Purchase

  • Interactive Data Book: This gives you unlimited access to a consumer confidence tracker that is segmented into 25 different demographic categories.
  • Different Digital Formats: PDF for conveniently sharing with your team, PowerPoint for quickly including in your presentation, as well as Word and Excel.
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Expert Insights on German Luxury Beauty Consumers

This report, written by Franziska Kartheus, Associate Analyst, delivers in-depth commentary and analysis to highlight trends in the German beauty market and add expert context to the numbers.

Almost half of Germans use prestige BPC brands. In our market analysis of luxury beauty in Germany we reveal three core luxury BPC consumer typologies: Quality seekers, bargain hunters, and premium enthusiasts.

Franziska Kartheus, Associate Analyst
Franziska Kartheus
Associate Analyst

Table of Contents

    • Key issues covered in this Report

    • Market context
    • Mintel predicts
    • Opportunities

    • The German economy
    • Graph 1: key economic data, in real terms, 2019-24
    • Graph 2: gross monthly income of full-time workers, 2022
    • The BPC retail landscape
    • Graph 3: purchase of premium/luxury BPC products in store vs online, 2023

    • Types of BPC brands used and bought
    • Graph 4: types of brands used for hair and body BPC, by product users, 2023
    • Graph 5: types of brands used for facial BPC, by product users, 2023
    • Graph 6: types of BPC products purchased by product buyers, 2023
    • Purchase channels for premium/luxury BPC products
    • Graph 7: purchase channels for premium/luxury BPC products, 2023
    • Features that make luxury BPC brands stand out
    • Graph 8: attitudes towards standout factors for premium/luxury beauty and personal care brands, 2023
    • Graph 9: number of skin concerns that Germans experience, by generation, 2023
    • Interest in premium/luxury BPC products
    • Graph 10: interest in premium/luxury branded BPC products, 2023
    • Attitudes towards BPC products
    • Graph 11: select attitudes towards BPC products, 2023
    • Graph 12: further attitudes towards BPC products, 2023
    • Graph 13: luxury beauty consumer groups, by factors that make a premium/luxury brand stand out, 2023

    • Graph 14: launches in the prestige BPC market, by the 10 most active ultimate companies, 2022-23
    • Graph 15: prestige/luxury brands as a % of BPC launches, by select categories, 2021-23
    • Graph 16: BPC launches in refillable packaging, by price positioning, 2019 and 2022
    • Graph 17: BPC launches with natural claims, by price positioning, 2019 and 2022
    • Graph 18: BPC launches with a long-lasting claim, by price positioning, 2019 and 2022
    • Advertising and marketing activity

    • Appendix – products covered, abbreviations, consumer research methodology and language usage

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.

Below is a sample report, understand what you are buying.

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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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