Beauty and Personal Care in Germany

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

• Beauty and personal care in 2024: The big picture
• 2024 key trends
• Competitive landscape
• Retail developments
• What next for beauty and personal care ?

MARKET DATA

• Table 1 Sales of Beauty and Personal Care by Category: Value 2019-2024
• Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2019-2024
• Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2020-2024
• Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2020-2024
• Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2021-2024
• Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2019-2024
• Table 7 Distribution of Beauty and Personal Care by Format: % Value 2019-2024
• Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2024
• Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2024-2029
• Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2024-2029

DISCLAIMER

SOURCES

• Summary 1 Research Sources

MASS BEAUTY AND PERSONAL CARE IN GERMANY

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Steady growth in 2024 is driven by ongoing price sensitivity in Germany
• Beiersdorf maintains its top position thanks to its flagship brand Nivea
• Growing demand for dermocosmetics boosts growth for mass beauty and personal care

PROSPECTS AND OPPORTUNITIES

• Rising prices are set to increase the appeal of mass beauty and personal care
• Private label will continue to gain share amid cost-conscious consumer preferences
• Premium ingredients present growth opportunities for mass brands

CATEGORY DATA

• Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2019-2024
• Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2019-2024
• Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2020-2024
• Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2021-2024
• Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2024-2029
• Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2024-2029

PREMIUM BEAUTY AND PERSONAL CARE IN GERMANY

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Wellbeing and personalisation drive sales of premium beauty and personal care in Germany
• L'Oreal Deutschland continues to lead premium beauty and personal care in 2024
• Consumers continue to value premium beauty and personal care products

PROSPECTS AND OPPORTUNITIES

• Premium beauty and personal care will continue to attract the middle classes
• Dermocosmetics is expected to continue its positive trajectory
• The concept of affordable premium will rise, as consumers appreciate high-quality ingredients at lower prices

CATEGORY DATA

• Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2019-2024
• Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2019-2024
• Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2020-2024
• Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2021-2024
• Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2024-2029
• Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2024-2029

BABY AND CHILD-SPECIFIC PRODUCTS IN GERMANY

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Stable growth for baby and child-specific products is driven by gentle, skin-friendly formulations
• Nestle Deutschland AG retains its lead while STADA Arzneimittel AG and NAOS Deutschland GmbH record strong growth
• Health and personal care stores regain share, offering parents both value and variety

PROSPECTS AND OPPORTUNITIES

• Sales of baby wipes are set to decline, while Generation Alpha offer growth opportunities
• Child-specific skin care lines are expected to launch across the forecast period
• Retail e-commerce and digital platforms are set to grow, influencing purchasing decisions

CATEGORY DATA

• Table 23 Sales of Baby and Child-specific Products by Category: Value 2019-2024
• Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2019-2024
• Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2019-2024
• Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2020-2024
• Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2021-2024
• Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2021-2024
• Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2021-2024
• Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2021-2024
• Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2024-2029
• Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2024-2029
• Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2024-2029

BATH AND SHOWER IN GERMANY

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Innovation within private label supports value growth for bath and shower in 2024
• Unilever Deutschland GmbH retains the lead while Rituals Cosmetics records solid growth
• Health and beauty specialists lead distribution while retail e-commerce gains ground

PROSPECTS AND OPPORTUNITIES

• Sales are set to rise, while growth will be supported by intimate washes
• Sustainability will influence innovation as consumers reach for environmentally friendly and natural products
• Skin health, sustainability, and personalisation will gain importance across the forecast period

CATEGORY DATA

• Table 34 Sales of Bath and Shower by Category: Value 2019-2024
• Table 35 Sales of Bath and Shower by Category: % Value Growth 2019-2024
• Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2019-2024
• Table 37 NBO Company Shares of Bath and Shower: % Value 2020-2024
• Table 38 LBN Brand Shares of Bath and Shower: % Value 2021-2024
• Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2021-2024
• Table 40 Forecast Sales of Bath and Shower by Category: Value 2024-2029
• Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2024-2029
• Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2024-2029

COLOUR COSMETICS IN GERMANY

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Value sales growth is driven by social media influence and a demand for indulgence
• Cosnova GmbH leads, despite mounting pressure from L'Oreal Deutschland GmbH
• Health and personal care stores lead while recording the strongest uplift in share

PROSPECTS AND OPPORTUNITIES

• Habit formation and hybrid formats are set to drive growth across the forecast period
• Multifunctional properties, UV protection and skin care benefits will be key to innovation
• The demand for affordable luxury is set to influence colour cosmetics

CATEGORY DATA

• Table 43 Sales of Colour Cosmetics by Category: Value 2019-2024
• Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2019-2024
• Table 45 NBO Company Shares of Colour Cosmetics: % Value 2020-2024
• Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2021-2024
• Table 47 LBN Brand Shares of Eye Make-up: % Value 2021-2024
• Table 48 LBN Brand Shares of Facial Make-up: % Value 2021-2024
• Table 49 LBN Brand Shares of Lip Products: % Value 2021-2024
• Table 50 LBN Brand Shares of Nail Products: % Value 2021-2024
• Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2021-2024
• Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2024-2029
• Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2024-2029

DEODORANTS IN GERMANY

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Product variety and convenience remain key drivers of growth for deodorants
• Value growth is fuelled by the increasing penetration of pharmaceutical brands
• Health and personal care stores extend its lead as consumers appreciate instore promotions

PROSPECTS AND OPPORTUNITIES

• The skinification trend is expected to rise, driving growth in deodorants
• Roll-ons is set to remain the strongest performer over the forecast period
• Long-lasting effectiveness will remain a key focus of innovation

CATEGORY DATA

• Table 54 Sales of Deodorants by Category: Value 2019-2024
• Table 55 Sales of Deodorants by Category: % Value Growth 2019-2024
• Table 56 Sales of Deodorants by Premium vs Mass: % Value 2019-2024
• Table 57 NBO Company Shares of Deodorants: % Value 2020-2024
• Table 58 LBN Brand Shares of Deodorants: % Value 2021-2024
• Table 59 LBN Brand Shares of Premium Deodorants: % Value 2021-2024
• Table 60 Forecast Sales of Deodorants by Category: Value 2024-2029
• Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2024-2029
• Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2024-2029

DEPILATORIES IN GERMANY

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Convenience and affordability support the sales of depilatories in 2024
• Procter & Gamble maintains its lead while private label gains ground among younger consumers
• Health and personal care stores remain the preferred sales channel for depilatories

PROSPECTS AND OPPORTUNITIES

• Growth is expected to be challenged by salon-professional treatments
• Top players are likely to retain their positions thanks to brand trust and widespread availability
• Retail e-commerce sales of depilatories are expected to grow at a slow pace

CATEGORY DATA

• Table 63 Sales of Depilatories by Category: Value 2019-2024
• Table 64 Sales of Depilatories by Category: % Value Growth 2019-2024
• Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2020-2024
• Table 66 NBO Company Shares of Depilatories: % Value 2020-2024
• Table 67 LBN Brand Shares of Depilatories: % Value 2021-2024
• Table 68 Forecast Sales of Depilatories by Category: Value 2024-2029
• Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2024-2029

FRAGRANCES IN GERMANY

KEY DATA FINDINGS

2024 DEVELOPMENTS

• A solid performance for fragrances is supported by premium products and body mists
• Global players maintain control as Coty Deutschland GmbH increases its lead
• Repeat purchases are commonplace, boosting share for retail e-commerce

PROSPECTS AND OPPORTUNITIES

• Everyday use is set to drive growth as body mists become increasingly popular
• Niche brands to gain popularity as consumer seek unique, personalised solutions
• Investment in sustainability and technology will be on the rise among players

CATEGORY DATA

• Table 70 Sales of Fragrances by Category: Value 2019-2024
• Table 71 Sales of Fragrances by Category: % Value Growth 2019-2024
• Table 72 NBO Company Shares of Fragrances: % Value 2020-2024
• Table 73 LBN Brand Shares of Fragrances: % Value 2021-2024
• Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2021-2024
• Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2021-2024
• Table 76 Forecast Sales of Fragrances by Category: Value 2024-2029
• Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2024-2029

HAIR CARE IN GERMANY

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Standard shampoos drive sales while hair loss treatments boost growth in 2024
• Henkel retains its lead in hair care while Aesop gains momentum with premium natural offerings
• Health and beauty specialists lead hair care sales while variety stores and retail e-commerce gain momentum

PROSPECTS AND OPPORTUNITIES

• Rising demand for natural and functional hair care is expected to support growth
• The development of sustainable hair care packaging is set to rise across the forecast period
• AI-driven solutions are set to gain ground in hair care in Germany

CATEGORY DATA

• Table 78 Sales of Hair Care by Category: Value 2019-2024
• Table 79 Sales of Hair Care by Category: % Value Growth 2019-2024
• Table 80 Sales of Hair Care by Premium vs Mass: % Value 2019-2024
• Table 81 NBO Company Shares of Hair Care: % Value 2020-2024
• Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2020-2024
• Table 83 LBN Brand Shares of Hair Care: % Value 2021-2024
• Table 84 LBN Brand Shares of Colourants: % Value 2021-2024
• Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2021-2024
• Table 86 LBN Brand Shares of Styling Agents: % Value 2021-2024
• Table 87 LBN Brand Shares of Premium Hair Care: % Value 2021-2024
• Table 88 Forecast Sales of Hair Care by Category: Value 2024-2029
• Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2024-2029
• Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2024-2029

MEN'S GROOMING IN GERMANY

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Consumers of men's grooming balance quality and affordability amid economic caution
• Procter & Gamble retains its lead while Weleda AG drives growth through its focus on natural ingredients
• Health and beauty specialists lead men's grooming distribution as variety stores and retail e-commerce gain ground

PROSPECTS AND OPPORTUNITIES

• Tech-driven innovation and premium products are set to fuel growth in men's grooming
• Private label is expected to grow as affordability and quality drives consumer loyalty
• Demand is set to grow for natural, multifunctional grooming products

CATEGORY DATA

• Table 91 Sales of Men's Grooming by Category: Value 2019-2024
• Table 92 Sales of Men's Grooming by Category: % Value Growth 2019-2024
• Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2021-2024
• Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2021-2024
• Table 95 NBO Company Shares of Men's Grooming: % Value 2020-2024
• Table 96 LBN Brand Shares of Men's Grooming: % Value 2021-2024
• Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2021-2024
• Table 98 Forecast Sales of Men's Grooming by Category: Value 2024-2029
• Table 99 Forecast Sales of Men's Grooming by Category: % Value Growth 2024-2029

ORAL CARE IN GERMANY

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Toothbrushes drive sales in oral care as tooth whiteners gain ground
• GlaxoSmithKline Healthcare GmbH retains its lead while HappyBrush GmbH drives growth
• Health and beauty specialists lead oral care distribution as variety stores gain ground

PROSPECTS AND OPPORTUNITIES

• Electric toothbrushes is set to drive growth in oral care across the forecast period
• Consumers will increasingly drive demand for sustainable and natural oral care solutions
• Personalised oral care and AI-driven solutions are set to transform the consumer experience

CATEGORY DATA

• Table 100 Sales of Oral Care by Category: Value 2019-2024
• Table 101 Sales of Oral Care by Category: % Value Growth 2019-2024
• Table 102 Sales of Toothbrushes by Category: Value 2019-2024
• Table 103 Sales of Toothbrushes by Category: % Value Growth 2019-2024
• Table 104 Sales of Toothpaste by Type: % Value Breakdown 2020-2024
• Table 105 NBO Company Shares of Oral Care: % Value 2020-2024
• Table 106 LBN Brand Shares of Oral Care: % Value 2021-2024
• Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2021-2024
• Table 108 LBN Brand Shares of Toothpaste: % Value 2021-2024
• Table 109 Forecast Sales of Oral Care by Category: Value 2024-2029
• Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2024-2029
• Table 111 Forecast Sales of Toothbrushes by Category: Value 2024-2029
• Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2024-2029

SKIN CARE IN GERMANY

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Slow ageing and skin health trends drive growth in anti-ageing and acne treatments
• Global players lead while local loyalty drives Nivea's brand strength
• Discounters gain share as retail e-commerce offers subscription models

PROSPECTS AND OPPORTUNITIES

• Ongoing growth is set to be driven by providing high efficacy, while caring for sensitive skin
• Skin health, biome care and active ingredients are set to drive forecast growth
• Innovation in skin care is set to focus on prevention, personalisation and technology

CATEGORY DATA

• Table 113 Sales of Skin Care by Category: Value 2019-2024
• Table 114 Sales of Skin Care by Category: % Value Growth 2019-2024
• Table 115 NBO Company Shares of Skin Care: % Value 2020-2024
• Table 116 LBN Brand Shares of Skin Care: % Value 2021-2024
• Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2021-2024
• Table 118 LBN Brand Shares of Anti-agers: % Value 2021-2024
• Table 119 LBN Brand Shares of Firming Body Care: % Value 2021-2024
• Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2021-2024
• Table 121 LBN Brand Shares of Premium Skin Care: % Value 2021-2024
• Table 122 Forecast Sales of Skin Care by Category: Value 2024-2029
• Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2024-2029

SUN CARE IN GERMANY

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Positive growth is led by baby and child-specific sun care products in 2024
• Beiersdorf AG retains the lead although share is lost to second-placed L'Oreal Deutschland
• Health and personal care stores lead sales, while retail e-commerce gains further ground

PROSPECTS AND OPPORTUNITIES

• New product launches are set to align with the health skin trend
• Multifunctionality will become a key sales driver for sun care over the forecast period
• New, practical formats will shape innovation and buying habits in sun care

CATEGORY DATA

• Table 124 Sales of Sun Care by Category: Value 2019-2024
• Table 125 Sales of Sun Care by Category: % Value Growth 2019-2024
• Table 126 NBO Company Shares of Sun Care: % Value 2020-2024
• Table 127 LBN Brand Shares of Sun Care: % Value 2021-2024
• Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2021-2024
• Table 129 Forecast Sales of Sun Care by Category: Value 2024-2029
• Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2024-2029