Germany Online Beauty Market Report 2022
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COVID-19 has given online beauty an impressive boost. In a post-pandemic retail environment, whoever provides the best omnichannel experience will come out on top. Susanne Krenz, Research Analyst -…

Germany Online Beauty Market Report 2022

£ 2,195 (Excl.Tax)


The Germany Online Beauty Market Report 2022 identifies consumers’ attitudes towards purchasing BPC products online, the impact of COVID-19 on the Beauty & Personal Care Germany Online Market, and the future of Beauty eCommerce in Germany. This report covers the Beauty eCommerce in Germany market size, the Beauty & Personal care Germany market forecast, market segmentation and industry trends for the Beauty & Personal Care Germany online market.

Current Market Landcape

The Beauty & Personal Care Germany Online Market increased significantly during the pandemic as non-essential stores closed and many shoppers switched to buying online.

Amid home office mandates and social distancing, many consumers turned to the beauty market online channel for products they would commonly purchase in-store. This gave brands and retailers more opportunities to experiment with live streaming, shoppable TV, and direct selling through social media.

Online Beauty Germany Market Share and Key Industry Trends

Online demand dipped somewhat as non-essential stores welcomed back shoppers and restrictions eased. However, anxieties around store visits persist and consumers turn to online shopping again as cases climb back up.

  • 35% of Germans were shopping more online due to COVID-19.
  • 36% of BPC buyers avoid purchasing certain products because of an inability to test products in store.
  • 50% of German BPC buyers have used both online and offline channels over the past year.
  • 19% of online BPC buyers would like to see more advice on eco-friendly beauty and grooming routines.

Future Trends in the Beauty & Personal Care Germany Online Market

Growth in Beauty eCommerce in Germany will remain strong as consumers get more comfortable with purchasing beauty and grooming products online. Convenience, competitive prices, and access to products that aren’t available anywhere else will continue to drive demand.

Brands should work towards a seamless retail experience as many German BPC buyers have used both online and offline channels in the last year. Retailers that master the omnichannel approach will have a leg up on the competition. Virtual try-ons are another way to make consumers more comfortable with online purchases.

Read on to discover more details or take a look at all of our German Beauty and Personal Care Market Research.

Quickly Understand

  • The impact of COVID-19 on the online beauty market.
  • How online usage and shopping habits have changed in response to COVID-19.
  • The channels used to purchase beauty and grooming products.
  • Purchase factors and barriers.
  • Consumer attitudes and behaviours pertaining to online beauty shopping.
  • How leading retailers have been performing and innovating.

Covered in this Report

Products: Makeup, colour cosmetics, nailcare, fragrances, skincare, haircare, bodycare, hair removal, everyday toiletries, oral hygiene, bathing, deodorants, BPC accessories and electricals (hair & makeup brushes, hair styling tools, beauty & dental tools).

Brands: Amazon, dm, Rossmann, Douglas, Flaconi, Müller, Budnikowsky, Rituals Cosmetics, Yves Rocher, Stadt-Parfümerie Pieper, Lush, Schwanen-Parfümerie-Becker, 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 Beauty eCommerce in Germany, and adds expert context to the numbers.

COVID-19 has given online beauty an impressive boost. In a post-pandemic retail environment, whoever provides the best omnichannel experience will come out on top.

Susanne Krenz
Susanne Krenz
Beauty & Personal Care Analyst

Table of Contents


    • Key issues covered in this Report
    • The impact of COVID-19 on online beauty retailing
    • Market context
    • Mintel predicts
    • Opportunities
    • The competitive landscape

    • Graph 1: key economic data, in real terms, 2019-23
    • Graph 2: where BPC products were bought, 2019 and 2021

    • Sector size and forecast
    • Consumer spending
    • Channels of distribution
    • Graph 3: where beauty/grooming products have been bought since the COVID-19 outbreak, 2021

    • BPC purchases and purchase locations
    • Graph 4: BPC products purchased, 2021
    • Graph 5: BPC purchase channels, 2021
    • Graph 6: BPC purchase locations, by segment, 2021
    • Purchase frequency
    • Graph 7: online BPC purchase frequency, 2021
    • Graph 8: BPC purchase frequency, by gender, 2021
    • Graph 9: comparison of male and female frequent shoppers, 2021
    • Purchase attitudes and behaviours
    • Graph 10: attitudes to and behaviours around online BPC buying, 2021
    • Graph 11: online BPC buyers who check prices online while in store, 2021
    • Graph 12: BPC buying behaviours since the start of COVID-19, 2021
    • Graph 13: online BPC buyers who use beauty and grooming subscription services, by gender and age, 2021
    • Purchase barriers
    • Graph 14: online BPC purchase barriers, 2021
    • Purchase factors
    • Graph 15: online BPC purchase factors, 2021
    • Graph 16: BPC online buyers who would like to virtually test products ahead of purchase, by age, 2021
    • Behaviours and attitudes around online BPC retail
    • Graph 17: demand for online BPC advice, 2021
    • Graph 18: behaviours around online BPC buying, 2021

    • Leading retailers
    • Graph 19: beauty products consumers shopped at Amazon in the last 12 months, by gender and age, 2020
    • Market share
    • Retail innovation
    • Advertising and marketing activity

    • 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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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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