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"Reframe wellness products and services as habit-building support, and target wellness-literate consumers with sensorial upgrades as key differentiators."
Mihaela Suhalitca, Senior Research Analyst - Beauty and Personal Care
Two years of recession and only a +0.2% GDP uptick in 2025 paradoxically means Germany’s wellness industry is gaining ground: 42% of Germans with beauty routines say global instability has made them spend more time on self-care rituals in the past year. This illustrates a clear re-prioritisation of everyday wellness, even as 91% of consumers remain strongly price-conscious and selective with their BPC purchases.
While 78% of Germans are interested in BPC products with wellness claims, only 25% currently use them. Instead, consumers increasingly believe that how products are used matters more than what they promise, with two thirds saying regular beauty products can support wellness just as effectively as claim-led ones. There are opportunities in supporting the top wellness needs, such as stress, sleep and immunity. Investment in texture, scent and packaging can act as powerful sensorial wellness cues, particularly for younger, more wellness-literate consumers.
Credibility is the biggest category threat; 67% of Germans think too many beauty products make wellness claims they cannot deliver on, heightening scepticism around ‘wellness-washing’. Brands that fail to ground messaging in evidence risk disengagement. Those that frame beauty as a supportive, habitual part of everyday wellness stand to win long-term trust and loyalty.
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