Germany Men’s Haircare and Skincare Market Report 2023
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German men are very budget conscious when buying hair and skincare products. Brands need to prove their worth to encourage them to look beyond their €10 price cap. Susanne…

Germany Men’s Haircare and Skincare Market Report 2023

£ 2,195 (Excl.Tax)


Stay ahead of the curve and future-proof your business with Mintel’s Germany Men’s Hair- and Skincare Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest trends and consumer behaviours affecting your industry. Get a 360° view of the German skincare industry and hair care market, including Germany hair care market size, market share, and forecasted growth 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.

Topics Analysed in this Report

  • A detailed Germany hair care market outlook, including expert insights and market drivers.
  • The impact of economic factors and hybrid working on men’s usage habits and usage frequency of hair- and skincare.
  • Purchase factors for men’s facial skincare in Germany.
  • Interest in innovation in men’s hair- and beard care.
  • How much men typically spend on facial skincare and haircare products.
  • Launch activity, innovation, and areas of opportunity in the haircare market in Germany.
  • How your business can tap into opportunities to increase your share in the German skincare industry and haircare market.

Overview of Hair Care in Germany and the Skincare Industry

Mintel’s Germany hair care market research shows that consumer budgets remain strained as a consequence of rising living costs. Therefore, consumers feel encouraged to reduce the number of products they use and refrain from trading up, making it hard for brands to prove they are worth paying more for and resulting in minimal sales growth which will continue into 2024.

Men’s Hair- and Skincare Report: What Consumers Want and Why

  • Germany Hair Care Market Trends: 44% of German men aged 16-34 have a closely trimmed beard and 20% sport a thick beard. Given this trend in facial hair, beard care is one segment that shows promise in terms of value sales growth. Therefore, haircare and beard care that support hair growth are in high demand, however, innovation in growth-prompting products remains rather scarce and promises an abundance of opportunities.
  • Opportunities for Hair- and Skincare in Germany: Almost half of men aged 16-34 enjoy researching facial skincare and haircare products, while a further 37% find educational content on social media trustworthy. Social media in particular, can drive spend in more direct ways since many German men would buy BPC products directly on social media.

Hair Care Germany Market Forecast

To learn how to connect with your audience, purchase our Germany Men’s Hair- and Skincare 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: Port Products, YouTube, TikTok, SAP, Volkswagen, L’Oréal, DM, Beiersdorf, Rossmann (Isana), Estée Lauder, Coty, Keune Haircosmetics, Revlon, Henkel, Dove, Percy Nobleman, Scandinavian Biolabs, American Crew, Rokua, and more.

Products: Soap, moisturiser, facewash, facial treatment products, beard/moustache treatment products, exfoliators, face scrubs, shampoo, hair styling products, shampoo, conditioner, scalp treatments, hair treatments (hair masks), and 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.
  • Mintel’s Clients Portal: Our portal offers instant access to actionable analysis and trend pieces relevant to your industry that are published almost daily. You can also browse for more market research reports.

Expert Insights on the German Skincare Industry and Hair Care in Germany

This report, written by Susanne Krenz, Principle Research Analyst, delivers in-depth commentary and analysis to highlight current trends in the haircare market in Germany and add expert context to the numbers.

German men are very budget conscious when buying hair and skincare products. Brands need to prove their worth to encourage them to look beyond their €10 price cap.

Susanne Krenz, Principle Research Analyst
Susanne Krenz
Principle Research Analyst – Beauty and Personal Care

Table of Contents


    • Key issues covered in this Report
    • Market context
    • Graph 1: men’s usage of facial skincare and haircare products, 2023
    • Mintel predicts
    • Opportunities

    • The German economy
    • Graph 2: key economic data, in real terms, 2019-24
    • Graph 3: men who think that beauty/grooming brands should do more to prove their product ranges are inclusive, by age, 2023

    • Men’s facial hair styles
    • Graph 4: men’s facial hair styles, by age, 2023
    • Usage of facial skincare products
    • Graph 5: men’s usage of facial skincare products, 2022-23
    • Graph 6: repertoire analysis of men’s facial skincare products, 2022-23
    • Graph 7: male users of one facial skincare product, by product, 2023
    • Usage of haircare products
    • Graph 8: men’s usage of haircare products, 2022-23
    • Graph 9: repertoire analysis of men’s haircare products, 2022-23
    • Usage frequency
    • Graph 10: frequency of using men’s facial skincare products, by product users, 2023
    • Graph 11: frequency of using men’s haircare products, by product users, 2022
    • Purchase factors for men’s facial skincare
    • Graph 12: purchase factors in men’s facial skincare, 2023
    • Interest in haircare/beard care attributes
    • Graph 13: attributes of interest in men’s haircare, 2023
    • Graph 14: attributes of interests in beard/moustache care, 2023
    • Male consumer spending per category
    • Graph 15: amount typically spent on a single haircare or skincare product, 2023
    • Graph 16: men spending €6-10 on facial skincare/haircare products, by age, 2023
    • Attitudes towards facial skincare/haircare
    • Graph 17: men’s attitudes towards facial skincare/haircare products, 2023

    • Graph 18: leading companies for launches of men’s haircare, 2018-23
    • Graph 19: leading companies for launches of men’s skincare, 2018-23
    • Graph 20: price positioning in men’s haircare & skincare, 2018-23
    • Graph 21: men’s skincare and haircare launches, by top 10 claims, 2018-23
    • Graph 22: launches in men’s skincare with select popular ingredients, 2018-23
    • Graph 23: launches in men’s skincare and haircare with UV protection claim, 2018-23
    • Graph 24: launches in men’s haircare and skincare with select hair growth ingredients, 2013-23
    • Graph 25: innovative formats in men’s face/neck care, 2018-23
    • Graph 26: top 10 fragrance components groups in men’s skincare and haircare, 2018-23


    • 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.

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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