Germany Shaving and Hair Removal Products Market Report 2022
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Germans are enthusiastic hair removers with wet shaving as their main preference. There is scope for NPD in depilatories and skincare-driven armpit and aftercare. Susanne Krenz, Research Analyst -…

Germany Shaving and Hair Removal Products Market Report 2022

£ 2,195 (Excl.Tax)


The Germany Shaving Products Market Report 2022 identifies consumers’ attitudes towards hair removal, trends such as #bodyhairisnatural, and sustainable grooming products. This report covers the Shaving and Hair Removal Products Market Germany market size, market forecast, market segmentation and industry trends for the German shaving products market.

Current Market Landscape

Germans are enthusiastic hair removers with wet shaving as their main preference. Participation is especially high amongst Gen Z and younger consumers across both genders. However, Gen Z is the demographic that is most in touch with the current #bodypositivity and #bodyhairisnatural trends, so brands looking to engage with this demographic need to be aware of what’s happening in this space.

Although a lot of Germans are cutting back on non-essential spending, due to rapidly rising inflation, hair removal is still considered to be an essential category. Half of adults feel that this is not something to be done only for special occasions, suggesting a regular grooming ritual. As retail prices go up further, the private label sector is set to gain wider shaving products market share.

Shaving Products Market Share Germany and Key Industry Trends

The market will broadly plateau as older people drop out of the market and younger consumers take a more relaxed approach to hair removal. Ongoing innovation from Gen Z-focused indie brands will keep the category interesting and will have higher engagement with these younger consumers.

Another interesting area are shaving/hair removal products with skincare ingredients, aftercare and underarm products formulated with face care ingredients as consumer demand in this area is on the rise.

  • 75% of Germans remove hair from the body.
  • 76% of Germans remove hair from the face.
  • 68% agree that hair removal can be part of a self-care routine.
  • 34% of consumers who remove body/facial hair are interested in shaving/hair removal products with skincare ingredients/aftercare.

Future Trends in the Shaving and Hair Removal Products Market Germnay

Societal trends such as #bodyhairisnatural and gender-fluidity/diversity will continue to affect NPD, loosening up a traditionally strictly gendered market. With a wider choice of innovative and younger brands the category will stabilise and may finally return to moderate growth again.
In the female-dominated depilatories category, brands might consider branching out into products specifically formulated for men or launching creams for specific body hair types rather than a gender.

Moreover, with sustainability remaining one of the biggest trends around, water-free, recyclable/recycled and plastic-free are concepts that no shaving/hair removal brand can afford to ignore if they wish to keep a hold on the shaving and hair removal products market Germany.

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 shaving and hair removal products.
  • How and where German men and women prefer to shave and/or remove hair, and which age groups are the most enthusiastic about shaving/hair removal.
  • How societal trends are potentially changing the market.
  • The purchase journey including purchase locations.
  • Interest in innovation.
  • New product development and resulting opportunities.

Covered in this Report

Products: (Non-) disposable razors, shaving systems and replacement blades, gels, foams, creams, lotions, oils, electric and battery shavers, epilators, all-over body hair removers, bleaches that lighten excess dark hair, at-home IPL/laser hair reduction devices.

Brands: Philips, Rossmann (Isana), Gillette, Wilkinson, Nivea, Reckitt-Benckiser (Veet), Better Be Bold, No Hair Full Care, 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 Shaving and Hair Removal Products Market Germany and adds expert context to the numbers.

Germans are enthusiastic hair removers with wet shaving as their main preference. There is scope for NPD in depilatories and skincare-driven armpit and aftercare.

Susanne Krenz
Susanne Krenz
Beauty & Personal Care Research Analyst

Table of Contents

  1. Executive summary

    • Key issues covered in this report
    • Market context
    • Mintel predicts
    • Opportunities
    • The competitive landscape
    • Graph 1: shaving and depilatories market shares, by category, 2021
  2. Market drivers

    • Graph 2: key economic data, in real terms, 2019-23
  3. what consumers want and why

    • Body hair removal
    • Graph 3: hair removal areas – body, 2018 and 2021
    • Graph 4: hair removal areas – body, women, 2021
    • Graph 5: hair removal areas – body, men, 2021
    • Facial hair removal
    • Graph 6: hair removal areas – face, 2018 and 2021
    • Graph 7: hair removal areas – face, women, 2021
    • Salon vs in-home hair removal
    • Graph 8: salon vs at-home hair removal, 2021
    • Graph 9: salon vs at-home hair removal, 2021
    • Methods of hair removal
    • Graph 10: methods of hair removal, 2021
    • Graph 11: hair removal methods, by gender, 2021
    • Purchase of hair removal products
    • Graph 12: purchase of hair removal products, 2021
    • Impact of COVID-19 on hair removal behaviours
    • Graph 13: impact of COVID-19 on shaving and hair removal behaviours, 2021
    • Interest in shaving/hair removal innovations
    • Attitudes towards shaving and hair removal
    • Graph 14: [no title]
    • Graph 15: self-care and special occasions as reasons for hair removal, agreement by age, 2021
  4. launch activity and innovation

    • Graph 16: shaving and depilatory NPD, by gender, 2018-21
    • Graph 17: shaving and depilatory NPD, by category, 2018-21
    • Graph 18: shaving and depilatory NPD, by company, 2018-21
    • Graph 19: shaving and depilatory NPD with select skin-related claims, 2018-21
    • Graph 20: shaving and depilatory NPD with select ethical claims, 2018-21
  5. Market share

    • Brand retail shares for razors and blades, shaving preparations and depilatory products, by value, 2020-21

    • Market segmentation
  7. Appendix

    • Appendix – products covered, abbreviations, consumer research methodology and language usage
    • Appendix – market size and central forecast methodology
    • Company retail value sales of shaving and hair removal products, by value, 2020-21

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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