Germany Private Label Beauty Consumer Market Report 2023
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Amid rising costs and tight budgets, supermarket private label has growth potential. Premium offerings and experiential shopping up their foothold in own-label BPC. Susanne Krenz, Principal Research Analyst -…

Germany Private Label Beauty Consumer Market Report 2023

£ 2,195 (Excl.Tax)


Stay ahead of the curve in the German private label beauty market and future-proof your business with Mintel’s Germany Private Label Beauty Consumer 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 private label cosmetics market including private label beauty market share, size and forecasted growth to help you align your strategy with what your audience demands.

Below, we’ve handpicked some key insights from the full report.

Our Private Label Beauty Market Report Delivers Key Insights for Market Professionals On

  • How are inflation, the Ukraine conflict, and rising prices affecting the shopping behaviours of the private label beauty consumer?
  • The purchase of branded vs private-label beauty products across multiple categories.
  • Purchase channels for private label beauty products.
  • Purchase factors for supermarket private label personal care.
  • Consumer behaviours related to private label beauty products.
  • Consumer attitudes towards private label personal care.

German Private Label Beauty Market Overview

Supply chain issues, labour shortages, and high energy costs have caused prices to flare. As a result, consumers are cutting back on spending. For many, own-label products offer a chance to reduce costs. Private label beauty and its premiumisation offer elevated quality and on-trend products while keeping costs low.

Private label beauty products enjoy a good reputation in Germany, which makes it more resilient to inflation induced price rises and thanks to attractive margins, own-label will become a bigger revenue stream for supermarkets.

Private Label Beauty Market Share: Private label beauty brands make up 15% of total value sales in the BPC category.

Private Label Personal Care Trends: What Consumers Want and Why

  • The Private Label Beauty Consumer: Changing spending behaviours are increasing the appeal of private label personal care. Women and younger shoppers, especially, are most experimental and are regularly trialling new own-label products, providing brands with plenty of opportunities to broaden their product range.
  • German Private Label Beauty Market Trends: 62% of Germans believe that many private label beauty products are produced by well-known beauty and grooming brands which improves the perception of their quality among German consumers.
  • Private Label Cosmetics Market Opportunities: 43% of German consumers enjoy the convenience of shopping for their BPC products at the supermarket, however 28% of them consider the product selection too small. German supermarkets can grow their revenues by offering more choice to capitalise on convenience, and to increase their private label beauty market share.

What’s Next for the German Private Label Beauty Market?

To learn how to connect with your audience, purchase our full Private Label Beauty Market Report. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.


Benefits our Germany Private Label Beauty Consumer Market Report holds for your business:

  • Expert insights on the private label beauty consumer in Germany.
  • A detailed private label cosmetics market outlook.
  • How your business can tap into opportunities to appeal to the private label consumer.


Additional features included in your purchase of Mintel’s Private Label Beauty Market Report:

  • Interactive data book that allows access to a consumer confidence tracker that is segmented into 25 different demographic categories.
  • PowerPoint.
  • Access to Mintel’s Clients portal where you can browse for more relevant market research reports with historical and new data as well as trend pieces.

Leading Brands in the Private Label Cosmetics Market and Products covered in this Report

Brands: Aldi, Beiersdorf, Aesop, Rossmann (Isana), H&M, Rituals, DM (Balea), Lidl, The Body Shop, Yves Rocher, Kiko, Avon, Douglas, Sephora, Mary Kay, Müller, and many more.

Products: Suncare, haircare, grooming products (shaving and depilatory products), soap/bath/shower products, bodycare, shampoo, conditioners, oral hygiene, facial care, hairstyling products, colour cosmetics, deodorants, hair colourants, fragrances, and more.

Expert Insights on the Private Label Beauty Consumer in Germany

This report, written by Susanne Krenz, Principal Research Analyst, delivers in-depth commentary on the private label beauty consumer to highlight industry trends in Germany, and adds expert context to the numbers.

Amid rising costs and tight budgets, supermarket private label beauty products have growth potential. Premium offerings and experiential shopping up their foothold in private label personal care.

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
    • Opportunities
    • The competitive landscape
    • Graph 1: branded vs private label share in BPC, by category, 2021

    • The German economy
    • Graph 2: key economic data, in real terms, 2019-24

    • Purchasing of private label vs branded products
    • Graph 3: purchasing of private label vs branded BPC products, by category buyers, 2023
    • Graph 4: purchasing of private label only or private-label and branded products, by category buyers, 2021-23
    • Purchase channels for private-label BPC
    • Graph 5: purchase channels for own-label beauty/grooming product purchases, 2021 vs 2023
    • Graph 6: types of retailers where own-label beauty/grooming products are typically purchased, 2021 vs 2023
    • Graph 7: types of retailers where own-label beauty/grooming products are typically purchased, by gender, 2023
    • Graph 8: retail preferences for own-label beauty/grooming products, by age, 2023
    • Purchase factors for supermarket private-label BPC
    • Graph 9: reasons for buying own-label beauty/grooming products from supermarkets, 2023
    • Graph 10: reasons for not buying own-label beauty/grooming products from supermarkets, 2023
    • Behaviours relating to private-label BPC products
    • Graph 11: consumer behaviour relating to own-label BPC purchases, 2023
    • Attitudes towards private-label BPC
    • Graph 12: attitudes towards own-label beauty/grooming products, 2023

    • Graph 13: private label vs branded launches of BPC products, 2019-22
    • Graph 14: top 10 companies for private label BPC launches, 2021-22
    • Graph 15: private label vs branded launches of BPC products, by launch type, 2018-22
    • Graph 16: private-label launches in BPC, by top 10 claim categories, 2020-22
    • Graph 17: BPC launches suitable for sensitive skin, brands vs private label, 2019-22
    • Advertising and marketing activity


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

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