Germany Soap, Bath and Shower Market Report 2023
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Usage of soap, bath, and shower products has returned to pre-pandemic levels. German soap brands can encourage uptake by focusing on relaxation, locally-sourced ingredients, and skin health. Henrike Philipp,…

Germany Soap, Bath and Shower Market Report 2023

£ 2,195 (Excl.Tax)


Stay ahead of the curve and future-proof your business with Mintel’s Germany Soap, Bath, and Shower 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 shower & bath market in Germany including soap market size Germany, market share, and forecasted growth to help you align your business strategy with the needs of your audience.

Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.

Topics Analysed in this Report

  • A detailed soap market Germany outlook, including expert insights and market drivers.
  • The short-, medium- and long-term impact of inflation on German bath products.
  • Usage of and interest in innovation of German bath products.
  • Spending and consumer behaviour.
  • Launch activity and innovation by German soap brands.
  • How your business can tap into opportunities to increase your soap market share Germany.

Overview of the Soap Market in Germany

After a big spike in German bath products sales in 2020 due to an increased focus on personal hygiene during COVID-19, the market declined in 2021 and 2022. Ongoing inflation is driving up prices but soap, bath, and shower market growth is cancelled out by a return to pre-pandemic usage of handwashing products.

The Shower & Bath Market in Germany: What Consumers Want and Why

  • Soap Market Germany Consumer Behaviour: In the light of the cost of living crisis, good value for money and efficacy are a priority for German consumers. However, scent plays just as important a role as a purchase driver, even in times of financial difficulties.
  • Soap Market Germany Trends: The ‘skinification’ trend has penetrated the shower & bath market in Germany, fuelling interest in German bath products that strengthen the skin barrier/microbiome.

The Soap Market in Germany – What’s Next?

  • While interest in transformative textures is low, German soap brands can reposition certain textures as eco-friendly options, as sustainability will transform from a buzzword into an expectation. Fully waterless products especially, can play an important part in helping brands’ soap market share Germany grow.
  • 34% of German consumers care about locally sourced ingredients – the difficulty for German soap brands will be to find the balance between scaling local production whilst retaining credibility.

To learn how to connect with your audience, purchase our Germany Soap Market Report 2023 in full. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.

Products and Brands Discussed in this Report

Brands: Kaufland (Bevola), Edeka (Elkos for Men), dm (balea), SweetSpot Labs, Always Cleanse, Nivea, Gentlehead, Unilever, Beiersdorf, Henkel, Colgate-Palmolive, L’Oréal, Sebapharma, Coty, Lornamead, Paul Hartmann, and many more.

Products: Liquid soap, hand soap, shower gel, waterless products (powders), (full body) cleansers, body wash, moisturiser, shower cream, shower oils, bath oils, dry body wash, solid bath products, hand sanitiser, bar soap, and many more.

Additional Features Included with Your Purchase

  • Interactive Data Book: This gives you unlimited access to a consumer confidence tracker that is segmented into 25 different demographic categories.
  • Different Digital Formats: PDF for conveniently sharing with your team, PowerPoint for quickly including in your presentation, as well as Word and Excel.
  • Mintel’s Clients Portal: Our portal offers instant access to actionable analysis and trend pieces relevant to your industry that are published almost daily. You can also browse for more market research reports.

Expert Insights on the Shower & Bath Market in Germany

This report, written by Henrike Philipp, Associate Analyst, delivers in-depth commentary and analysis to highlight soap market Germany trends and add expert context to the numbers.

Usage of soap, bath, and shower products has returned to pre-pandemic levels. German soap brands can encourage uptake by focusing on relaxation, locally-sourced ingredients, and skin health.

Henrike Philipp - Associate Analyst
Henrike Philipp
Associate Analyst

Table of Contents


    • Key issues covered in this Report
    • Market context
    • Mintel predicts
    • Opportunities
    • The competitive landscape
    • Graph 1: company shares of SBS products, by value, 2022

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

    • Usage of soap, bath and shower products
    • Graph 3: usage of body washing products, 2020 vs 2023
    • Graph 4: hand washing products and soap usage, 2020 vs 2023
    • Graph 5: repertoire of soap, bath and shower products used, by gender, 2023
    • Interest in innovation in soap, bath and shower products
    • Graph 6: interest in innovation in soap, bath or shower products, 2023
    • Graph 7: interest in SBS products that are designed to be used before bed, by generation, 2023
    • Amount spent on soap, bath and shower products
    • Graph 8: amount typically spent on a single soap, bath or shower product, 2023
    • Graph 9: purchasing of private-label vs branded products for bath or shower products, by gender, 2023
    • Factors when choosing a soap, bath or shower product
    • Graph 10: factors when choosing a soap, bath or shower product
    • Attitudes and behaviours around SBS products
    • Graph 11: behaviours towards soap, bath or shower products, 2023
    • Graph 12: cost-of-living behaviours for SBS products, 2023

    • Graph 13: SBS launches, by sub-category, 2018-23
    • Graph 14: SBS launches by ultimate company, 2019-23
    • Graph 15: SBS launches with select eco-ethical and natural claims, 2020-23
    • Graph 16: SBS launches by top three fragrance component groups, 2019-23
    • Advertising and marketing activity


    • Market segmentation

    • 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.

Below is a sample report, understand what you are buying.

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Germany Sample Report Cover

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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