The SBS market is undergoing significant polarisation, as mid-tier products lose relevance and consumers either trade down to budget options or trade up to premium alternatives.
The SBS market is undergoing significant polarisation, as mid-tier products lose relevance and consumers either trade down to budget options or trade up to premium alternatives. From 2022 to 2025, the mass segment shrank from 33% to 25%, while the prestige segment doubled from 6% to 12%.
As polycrises grow, consumers are increasingly looking to manage their emotional and physical wellbeing. Elaborate shower and bathing routines have become part of this. 70% of Germans like taking their time when showering, and 18% of Germans say they have been spending more time with their bodycare routines in the last three months.
There’s a strong opportunity to position shower and bath routines as moments of relaxation and escapism, targeting ritual-focused younger consumers. In Germany, women aged 16-34 (28% of whom use five or more SBS products) are driving demand for personalised, multi-product rituals. There is also clear scope in leveraging the skinification trend, with 36% of Gen Z SBS users in Germany, twice the average, seeking products with beauty benefits and hero ingredients.
Wellness, skinification and sustainability trends drive growth in the SBS market, with Gen Z shaping demand for both premium and affordable products.
Silke Lambers, Principal Analyst – Beauty and Personal Care
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