Germany Women’s Facial Skincare Market Report 2023

Stay ahead of the curve and future-proof your business with Mintel’s Women’s Skincare in Germany Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest women’s facial skincare trends in Germany and consumer behaviours affecting your industry. Get a 360° view of the German skincare industry including women’s skincare 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 outlook of the women’s facial skincare market in Germany, including expert insights and market drivers.
• The impact of the cost-of-living crisis and rising inflation on women’s facial skincare in Germany.
• Consumer behaviour and attitudes surrounding women’s facial skincare in Germany: Usage, purchase drivers, and spending on women’s facial skincare.
• Launch activity and innovation in the women’s facial skincare market in Germany.
• How your business can tap into opportunities to increase your women’s skincare market share in Germany.

Overview of the Women’s Skincare Market in Germany

According to Mintel’s women’s skincare industry report Germany, inflation and declining real wages continue to impact category growth. While, in 2022, the market share of private label skincare decreased, 46% of German women consider purchasing more private label products as of July 2023.

Due to the current economic climate, there is little willingness to try new things or engage with skincare trends, which has led to a decline in usage of some products. However, changing habits and adverse beliefs around makeup impact cleansing frequency, opening up opportunity for this segment within the skincare category.

Women’s Facial Skincare in Germany: What Consumers Want and Why

• Women’s Facial Skincare in Germany: As 56% of German women experience more than one skin concern, their skincare regimes are closely tied to confidence and wellbeing for many. Therefore, it is unlikely that consumers will opt out of this category altogether. However, many consumers have to keep a careful grip on their spending, causing them to trade down and amplify their repertoires, which will hamper category growth.
• Spending on Women’s Facial Skincare: Inflation continues to impact the German skincare industry, but those who still earn good money continue to spend more on skincare. Therefore, they are more prone to layering products, adding steps to their routines, and experimenting with brands. This allows for a positive outlook for women’s facial skincare once the economy bounces back, as these consumer groups will grow in size and open up new opportunities for brands.
• Women’s Facial Skincare Trends: Mintel’s women’s skincare report Germany shows that only 6% of female facial skincare users disagree that catering to skin type is more important than tackling skin issues. This points to a proactive approach to skincare that favours prevention over treatment. However, as the age group most likely to experience visible signs of skin ageing, such as wrinkles, fine lines and hyperpigmentation, women over 55 are more likely to prioritise active ingredients that can achieve visible results.

The Future of the German Facial Skincare Market

• Moving forward, AI will play an ever growing role in prescribing skincare. With technology making strides and ever fewer dermatologists serving larger numbers of patients, the role of AI will only grow more important in skincare, whether it’s prescription or over-the-counter.

To learn how to connect with your audience, purchase our Women’s Skincare in Germany 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: Pathology, Rossmann (Rival Loves Me), Melting Mint Softly, Nourished, L’Oréal, Beiersdorf (Nivea, Eucerin), Johnson & Johnson, Estée Lauder, Procter & Gamble, Shiseido, Clarins, Henkel, Pierre Fabre, Dr. Theiss Naturwaren, Kanebo Cosmetics, and many more.

Products: Eye care (eye gel/cream), lip care (lip oil), makeup removers, facial cleansers, face/neck care, eye cleansers, skincare gummies, facial toner, micellar water, facial cleansing wipes, cleansing milk, regular bar soap, cleansing oil/gel, cleansing balm, facial cleansing device, facial cleansing bar, medicated cleanser, day/night cream/lotion, exfoliator, peel/wash-off mask, serum, sheet mask, BB/CC/DD cream, overnight treatment, general purpose lotion, leave-on mask, medicated moisturiser, and many more.

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Expert Insights on Women’s Facial Skincare in Germany

This report, written by Susanne Krenz, Principle Research Analyst, delivers in-depth commentary and analysis to highlight women’s facial skincare trends in Germany and add expert context to the numbers.

As shown in our women’s skincare report Germany, proactive skincare prevails, while the economic climate curbs experimentation. Routines boost confidence and relieve stress, which bodes well for future recovery.

Susanne Krenz
Principle Research Analyst – Beauty & Personal Care