Germany Men’s Skincare and Haircare Market Report 2021
£ 2,195 (Excl.Tax)
Description
Providing the most comprehensive and up-to-date information and analysis of the Men’s Skincare and Haircare – Germany market including the behaviours, preferences and habits of the consumer.
The male grooming market is tied strongly to employment status, underlining the impact of rising unemployment and an increase in the number of retirees on product take-up and market value. The rise of working-at-home culture may also have a negative impact on product use in the future, which is a further challenge for brands to address.
Read on to find out more or discover all of our Germany Beauty and Personal Care Market Research.
Quickly Understand
- How can your brand add value-added benefits to men’s care?
- What do male consumers want from skincare and haircare in Germany?
- How can your brand build trust in the German market?
- How to tap into natural, ethically produced products?
- What is the use of facial skincare and haircare products in Germany?
- How to interest younger men with products that cover and enhance?
Covered in this report
Brands mentioned: Annemarie Börlind Men, Babor Men, Balea Men, Bandito, Beiersdorf, Beyl Made for Men, Brooklyn Soap Company, Clinique for Men, Coty, Davines, DM-Drogerie Markt, Gillette Planet KIND, Greendoor, Head & Shoulders Men, Henkel, Ho Karan, Isana, Jean d’Arcel Homme, Kao, L’OCCITANE, L’Oréal Men Expert, Movember, NIVEA Men, P&G, Rossmann, Rossmann Alterra, Schwarzkopf, Syoss Men Professional, Taft, The Gruff Stuff, Unilever, etc.
Products covered: This Report examines the German men’s skincare & haircare market. For the market size data in this Report, Mintel has used the following definitions
Skincare:
- Facial skincare: anti-ageing, hydrating/moisturising, cleansers/toners, masks and specialised facial skincare products for men’s usage
- Bodycare: hand, foot and general bodycare for men’s usage
Haircare:
- Shampoo: shampoo including 2-in-1 shampoo & conditioner for men’s usage
- Hair styling: sprays, gels, cream, liquid, mousse and other hair styling agents for men’s usage
- Colourants: permanent, semi-permanent, temporary and highlighter products for men’s usage
Expert analysis from a specialist in the field
Written by Heidi Lanschützer, a leading analyst in the Beauty and Personal Care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
Areas of opportunity in men’s facial skincare & haircare include protection benefits, hero-ingredient-based ranges and microbiome care.
Heidi Lanschützer
Associate Director Germany
Table of Contents
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executive summary
- The impact of COVID-19 on men’s facial skincare & haircare
- Market context
- Graph 1: men’s spending intentions on beauty products and toiletries, 6 April 2020-12 February 2021
- Graph 2: non-users of select facial skincare/haircare products, by working status, January 2021
- Mintel predicts
- What consumers want and why
- Graph 3: male usage attitudes towards facial skincare/haircare products, January 2021
- Graph 4: select ethical facial skincare/haircare features that men are willing to pay more for, January 2021
- Opportunities
- Marketing mix
-
MARKET DRIVERS
- Graph 5: key economic data, in real terms, 2019-22
- Graph 6: men’s spending intentions on beauty products and toiletries, 6 April-1 October 2020
- Graph 7: time spent by men on an average day on their appearance in the morning and evening, August 2020
- Graph 8: non-users of select facial skincare/haircare products, by working status, January 2021
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WHAT CONSUMERS WANT AND WHY
- The impact of COVID-19 on consumer behaviour
- Graph 9: men’s changes to time spent on daily beauty and grooming routine since the COVID-19 outbreak, August 2020
- Graph 10: facial skincare/haircare activities undertaken since the start of the COVID-19 outbreak, January 2021
- Use of facial skincare/haircare products
- Graph 11: male use of facial skincare products, January 2021
- Graph 12: male frequency of using facial skincare products, by product users, January 2021
- Graph 13: male frequency of using haircare products, by product users, January 2021
- Graph 14: men’s use of select facial skincare/haircare products, by age group, January 2021
- Purchase and usage behaviours towards facial skincare/haircare
- Graph 15: where men typically buy the facial skincare/haircare products used, January 2021
- Graph 16: male users’ attitudes towards facial skincare/haircare products, January 2021
- Graph 17: men who would be willing to add more steps to their routines, by age group, January 2021
- Interest in facial skincare/haircare innovation
- Graph 18: male interest in facial skincare/haircare innovation, January 2021
- Graph 19: men’s interest in coverage and enhancing grooming products, by age group, January 2021
- Facial skincare/haircare product features for which men are willing to pay more
- Graph 20: other facial skincare/haircare features that men are willing to pay more for, January 2021
- Incentives that would encourage new product trial
- Graph 21: incentives that would encourage trial of a new facial skincare/haircare product, January 2021
- Graph 22: men who would be encouraged to try a new facial skincare/haircare product by recommendations, by age group, January 2021
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LAUNCH ACTIVITY AND INNOVATION
- Graph 23: NPD in men’s facial skincare and haircare, by category, 2017-20
- Graph 24: NPD in men’s facial skincare and haircare by top five companies, 2017-20
- Graph 25: NPD in men’s facial skincare and haircare by leading claims, 2017-20
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MARKET SEGMENTATION, SIZE AND FORECAST
- Market size and forecast – retail value sales
- Market segmentation – retail value sales
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APPENDIX
- Appendix – products covered, abbreviations, consumer research methodology and language usage
- Appendix – market size and forecast
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