2022
9
Germany The Private Label Beauty Consumer Market Report 2022
2022-03-16T17:00:22+00:00
REPCAEC4B3F_8C08_4418_A090_CD340F3A1B91
2195
148884
[{"name":"Private Label","url":"https:\/\/store.mintel.com\/industries\/retail\/private-label"},{"name":"Beauty and Cosmetics","url":"https:\/\/store.mintel.com\/industries\/beauty-personal-care\/beauty-cosmetics"}]
Report
en_GB
Private label beauty is highly regarded by German consumers and already covers most BPC categories. Colourants, fragrances and men's care have more potential. Susanne Krenz, Research Analyst - Beauty…

Germany The Private Label Beauty Consumer Market Report 2022

£ 2,195 (Excl.Tax)

Description

The Germany Private Label Beauty Consumer Market Report 2022 identifies consumers’ attitudes towards beauty products by private labels, the impact of the pandemic and inflation on the private label beauty market, and opportunities for private label beauty brands to expand. This report covers the Germany Private Label Beauty Consumer market size, market forecast, market segmentation and industry trends for the German Private Label Beauty market.

Current Market Landscape

As social distancing measures and closure of non-essential stores (including perfumeries) kept consumers at home, several BPC categories such as colour cosmetics suffered, including own-labels as pharmacies are by far the most important channel for buyers. Pharmacies and supermarkets remained open throughout lockdown and registered a solid increase in turnover, including their own-label brands.

This Beauty and Personal Care Market Report shows that private label purchase isn’t just tied to income, as a significant number of buyers who describe their financial situation as healthy buy own-label beauty. This indicates that private labels are well respected amongst German consumers who believe that own-labels perform just as well as, or better than, branded products.

Private Label Beauty Market Share and Key Industry Trends

Non-essential shops, including perfumeries and single brand beauty shops, were greatly impacted by lockdowns from Dec 2020-April 2021 and again from Oct 2021. Consumers could only enter perfumeries, single brand, and clothing shops if they were fully vaccinated and boosted, or tested (3G/2G+), again severely affecting turnover.

Moreover, this Beauty and Personal Care Market Report shows that price plays an important role, with over half of own-label buyers doing so because it is cheaper than branded products. Going forward, pandemic- and inflation-related economic influences such as job losses/financial insecurity will undoubtedly further contribute to market growth.

  • 83% of German own-label BPC buyers buy from pharmacies.
  • 65% of consumers buy own-label BPC because it’s cheaper than branded beauty.
  • 82% of buyers who describe their financial situation as healthy buy pharmacy own-label beauty.
  • 54% of buyers who choose own-label BPC products, do so because they perform just as well as, or better than, branded products.

Future Trends in the German Private Label Beauty Market

In February 2022 the last German Bundesländer abolished the 3G/2G+ rules for retailers. As COVID-19 moves into the endemic phase in Germany, the economy will recover and with it the retail industry. The economic effects of the pandemic, e.g. job losses, reduced incomes for many customers and this will give a boost to own-label beauty.

Eco-friendly and refillable options are amongst the biggest opportunities for encouraging own-label beauty purchases as almost half of all adults agree that ethical beauty is worth paying more for, and many BPC buyers would choose own-label products over branded ones if they were eco-friendly.

Private label beauty brands can also explore new categories such as nutritional supplements and beauty foods and focus more on categories still dominated by retail brands, e.g. hair colourants. Other opportunities bearing potential are customisation and men’s beauty.

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 inflation and rising cost of living on the private label beauty sector.
  • The purchase of branded vs private label beauty products across multiple categories.
  • Private label beauty products’ locations of purchase.
  • Reasons for buying private label beauty products.
  • Factors that would encourage the purchasing of private label beauty products.
  • Shopping habits for private label beauty products.

Covered in this Report

Products: Colour cosmetics, fragrances (body sprays), haircare (hair colourants), skincare (face, body, foot, hand, and sun care).

Brands: dm (Balea), Rossmann (Isana), The Body Shop, Yves Rocher, Sephora, Müller, Budnikowsky, Schlecker, Budni/Edeka, and 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 German Private Label Beauty market and adds expert context to the numbers.

Private label beauty is highly regarded by German consumers and already covers most BPC categories. Colourants, fragrances and men’s care have more potential.

Susanne Krenz
Susanne Krenz
Beauty & Personal Care Research Analyst

Table of Contents

  1. Executive summary

    • Key issues covered in this Report
    • The impact of COVID-19 on private label beauty
    • Market context
    • Opportunities
    • Graph 1: exclusive purchase of own-label products, by category, men, 2021
    • Graph 2: purchase of branded vs private label fragrances, by gender and age, 2021
    • Graph 3: % of respondents who would buy own-label BPC products over branded versions if they were eco-friendly, by gender and age, 2021
    • The competitive landscape
    • Graph 4: branded vs private label BPC product launches, 2001-21
  2. market drivers

    • Graph 5: key economic data, in real terms, 2019-23
    • Graph 6: consumers whose financial situations are worse off since the start of the COVID-19 outbreak, 2020-21
    • Graph 7: change in financial situation since the start of the COVID-19 outbreak, by age group, 2021
    • Graph 8: financial situation, by age group, 2021
    • Graph 9: changing priorities towards value for money when buying BPC products since the COVID-19 outbreak, by age and ‘struggling’ finances, 2021
    • Graph 10: change in select shopping behaviours since the COVID-19 outbreak, 2020-21
  3. what consumers want and why

    • Purchase of private label BPC products
    • Graph 11: purchase of branded vs private label BPC products, by category buyers, 2021
    • Graph 12: purchase of branded vs private label facial skincare products, by gender and age, 2021
    • Graph 13: facial skincare own-label purchases among women, by age, 2021
    • Graph 14: facial skincare own-label purchases among women, 2021
    • Graph 15: purchase of branded vs private label colourants, by gender and age, 2021
    • Graph 16: purchase of branded vs private label fragrances, by gender and age, 2021
    • Graph 17: exclusive purchase of own-label products by category, by gender, 2021
    • Purchase channels for private label BPC
    • Graph 18: private label BPC purchasing by outlet type, 2021
    • Graph 19: private label BPC purchasing in drugstores, by age, 2021
    • Graph 20: private label BPC purchasing by outlet type, by gender, 2021
    • Graph 21: repertoire of outlets where private label BPC is bought, by age within gender, 2021
    • Graph 22: private label BPC purchasing by channel, by age, 2021
    • Reasons for buying private label BPC
    • Graph 23: reasons for buying private label BPC products, 2021
    • Graph 24: BPC launches by price positioning, private labels vs brands, 2018-21
    • Graph 25: quality-related reasons for buying private label BPC products, by age, 2021
    • Graph 26: purchase of private label BPC products because they are convenient to shop for, by age, 2021
    • Graph 27: BPC launches by skin sensitivity claims, 2017-21
    • Purchase factors
    • Graph 28: factors that would encourage purchase of own-labels over branded BPC products, 2021
    • Graph 29: factors that would encourage purchase of own-labels over branded BPC products, by gender, 2021
    • Graph 30: would buy own-label BPC over branded versions if they were eco-friendly, by gender and age, 2021
    • Graph 31: eco-friendly packaging expectations for BPC beauty products, 2020
    • Graph 32: would buy own-label BPC over branded versions if they could be personalised to suit skin/hair needs, by gender and age, 2021
    • Behaviours related to private label BPC products
    • Graph 33: [no title]
    • Graph 34: have looked for own-label alternatives to branded products when shopping for BPC, by age, 2021
  4. launch activity and innovation

    • Graph 35: branded vs private label launches of BPC products, 2001-21
    • Graph 36: top companies for private label BPC launches, 2017-21
    • Graph 37: BPC launches by category, private label vs brands, 2017-21
    • Graph 38: BPC own-label launches by top 10 claim categories, 2017 and 2021
    • Graph 39: private label BPC launches with organic and vegan claims, 2017-21
    • Advertising and marketing activity
  5. market share

    • Retailer profiles
  6. appendix

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

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