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.
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.
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.
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.
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.
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
Beauty & Personal Care Research Analyst
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