The Germany Men’s Hair- & Skincare Market Report 2022 identifies consumers’ attitudes towards men’s hair- and skincare, the impact of the cost-of-living crisis on the industry, and innovation of men’s hair care and styling products. This report covers the Germany professional hair care market size, hair care Germany market forecast, market segmentation and industry trends for the German men’s skin care market.
Click here to view the German version of our Germany Men’s Hair- & Skincare Market Report 2022.
Current Market Landscape
Inflation will slow the value decline in men’s hair- and skincare and offset stagnating usage, resulting in little overall change in value for the categories.
Men are often seen as not very engaged in haircare, and skincare in particular. However, our men’s hair- and skincare report shows that a significant number of users have more than four men’s hair care and styling products in their repertoires. To cater to these ‘power users’, brands can offer complementary ranges and emphasise how products can work together to maximise the impact of men’s grooming routines.
Germany Professional Hair Care Market Share and Key Industry Trends
Rising living costs will continue to strain budgets, encouraging trading down. Nonetheless, interest in personalisation as well as more inclusive advertising and product ranges can drive men’s hair care and styling products purchases.
Rising inflation and ubiquitous price hikes will see more German men pursue savvy shopping behaviours, e.g. buying more own-label products and reducing non-essential purchases. As a result, sustainability is at risk of being pushed down the list of consumer priorities.
- 29% of facial skincare users, and 33% of haircare users, have more than four products in their repertoires.
- 43% of Germans intend to buy more own-label products.
- 41% of German consumers plan to reduce non-essential purchases.
- 31% of skincare users and 33% of haircare users are interested in personalised products.
Future Trends in the Germany Men’s Skin Care Market
As our Germany hair care market research has shown, there will be very little value growth in men’s hair- and skincare long-term. However, brands who champion a more modern approach to masculinity have the potential to reach a new generation of consumers.
Furthermore, stagnating product usage, partially fuelled by rising costs, and the pursuit of one-stop shopping, are some of the biggest threats to value growth in both categories. At the same time, supermarkets may benefit and turn into veritable competition for pharmacies.
Our hair- and skincare Germany market research identifies interest in personalisation as a prime opportunity for both hair- and skincare. On the mass-market side, app-based education and product recommendations can be a purchase driver for brands and retailers.
Read on to discover more details or take a look at all of our German Haircare and Grooming Market Research.
Quickly Understand
- The impact of COVID-19 and rising inflation on men’s hair- and skincare.
- Usage and purchase of hair- and skincare in the last 12 months.
- Buying behaviours and purchase channels.
- Barriers to purchase and purchase factors.
- Interest in innovation in men’s hair- and skincare – above all, personalisation.
- Attitudes towards men’s hair- and skincare, which are coloured by a need for greater representation.
- Launch activity and innovation.
Covered in this Report
Products: Skincare, facial skincare (anti-ageing, hydrating/moisturising, cleansers/toners, masks, specialised facial skincare products), bodycare (hand, foot and general bodycare), haircare, shampoo (2-in-1 shampoo/conditioner), hair styling (sprays, gels, cream, liquid, mousse), colourants (permanent, semi-permanent, temporary and highlighter products.
Brands: Nivea, Formel Skin, Strands Haircare, Harry’s, Mornin’ Glory, Aveda, Rituals, T. Today, L’Óreal, Payot, Noumen, Humanrace, Eadem, 4.5.6 Skin, Epara, Melyon, The Ordinary, Saint Charles, Better Be Bold, Rossmann (Alterra Naturkosmetik), dm, Beiersdorf, Brooklyn Soap Europe, Rituals Cosmetics, Coty, Shiseido, Revlon, Henkel, and many 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 Germany skin care products market, and adds expert context to the numbers.
Post-COVID-19 decline is affecting both categories, but personalisation and greater inclusivity can drive sales. A significant share of power users shows promise.
Susanne Krenz
Beauty & Personal Care Research Analyst
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EXECUTIVE SUMMARY
- Key issues covered in this Report
- Market context
- Mintel predicts
- Opportunities
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MARKET DRIVERS
- The German economy
- Graph 1: key economic data, in real terms, 2019-23
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WHAT CONSUMERS WANT AND WHY
- Usage of facial skincare products
- Graph 2: usage of men’s facial skincare products, 2021-22
- Graph 3: frequency of using men’s facial skincare products, by product users, 2022
- Usage of haircare products
- Graph 4: usage of men’s haircare products, 2021-22
- Graph 5: frequency of using men’s haircare products, by product users, 2022
- Buyers of facial skincare/haircare products
- Graph 6: purchase patterns in men’s facial skincare/haircare, 2022
- Purchase channels
- Graph 7: online purchase frequency of BPC products, by gender, 2021
- Graph 8: comparison of male and female frequent shoppers, 2021
- Barriers to purchase
- Graph 9: barriers to purchase in men’s facial skincare/haircare, 2022
- Graph 10: men who signed up for a beauty/grooming subscription service since the start of COVID-19, 2021
- Purchase factors
- Graph 11: purchase factors in men’s facial skincare/haircare, 2022
- Interest in innovation: men’s facial skincare
- Graph 12: interest in innovation in men’s facial skincare, 2022
- Attitudes to men’s facial skincare
- Graph 13: attitudes towards men‘s facial skincare, 2022
- Interest in innovation: men’s haircare
- Graph 14: interest in innovation in men’s haircare, 2022
- Attitudes to men’s haircare
- Graph 15: attitudes towards men‘s haircare, 2022
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LAUNCH ACTIVITY AND INNOVATION
- Graph 16: pre- vs post-pandemic launches in men’s haircare and skincare, by top ten companies, 2017-22
- Graph 17: pre- vs post-pandemic launches in men’s haircare and skincare, by top ten claims, 2017-22
- Advertising and marketing activity
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MARKET SIZE, SEgmentation AND FORECAST
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APPENDIX
- Appendix – products covered, abbreviations, consumer research methodology and language usage
- Appendix – market size and central forecast methodology
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