Beauty and Personal Care in Germany

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

• Beauty and personal care in 2023: The big picture
• 2023 key trends
• Competitive landscape
• Retailing developments
• What next for beauty and personal care?

MARKET DATA

• Table 1 Sales of Beauty and Personal Care by Category: Value 2018-2023
• Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023
• Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2019-2023
• Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2019-2023
• Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2020-2023
• Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2018-2023
• Table 7 Distribution of Beauty and Personal Care by Format: % Value 2018-2023
• Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2023
• Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2023-2028
• Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2023-2028

DISCLAIMER

SOURCES

• Summary 1 Research Sources

MASS BEAUTY AND PERSONAL CARE IN GERMANY

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Healthy growth for mass beauty and personal care
• Mass colour cosmetics sees the most impressive growth

PROSPECTS AND OPPORTUNITIES

• Mass beauty and personal care to maintain growth over the forecast period
• Growing importance of organic and natural ingredients
• Premiumisation trend set to continue in mass beauty and personal care

CATEGORY DATA

• Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
• Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023
• Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2019-2023
• Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2020-2023
• Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2023-2028
• Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2023-2028

PREMIUM BEAUTY AND PERSONAL CARE IN GERMANY

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Premium beauty and personal care outperforms its mass counterparts
• The "lipstick effect" persists in 2023
• Premium deodorants and fragrances see healthy dynamics

PROSPECTS AND OPPORTUNITIES

• Premium beauty and personal care expected to see continuous growth
• Naturalness and premiumisation trends set to strengthen over the forecast period
• Consumers will still seek cost-saving options when purchasing premium products

CATEGORY DATA

• Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
• Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023
• Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2019-2023
• Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2020-2023
• Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2023-2028
• Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2023-2028

BABY AND CHILD-SPECIFIC PRODUCTS IN GERMANY

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Value sales see decent growth, with sun care the best performer
• Sensitive skin is in focus across products for infants
• Dermocosmetics also on the rise in baby and child-specific products

PROSPECTS AND OPPORTUNITIES

• Players set to compete in eco-friendly areas to win sales in a sluggish environment
• Private label set to gain ground over the forecast period
• Baby and child-specific sun care to remain dynamic, thanks to hot weather and consumer awareness

CATEGORY DATA

• Table 23 Sales of Baby and Child-specific Products by Category: Value 2018-2023
• Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
• Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023
• Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2019-2023
• Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2020-2023
• Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2020-2023
• Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2020-2023
• Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2020-2023
• Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2023-2028
• Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2023-2028
• Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2023-2028

BATH AND SHOWER IN GERMANY

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Positive sales in body wash/shower gel hold up the overall performance of bath and shower
• Health and personal care stores increase channel share
• Private labels become more competitive through product enhancements

PROSPECTS AND OPPORTUNITIES

• "Skinification" trend set to rise in bath and shower
• Sustainable packaging will become increasingly important
• Health and personal care stores are expected to provide the shopping experience of the future

CATEGORY DATA

• Table 34 Sales of Bath and Shower by Category: Value 2018-2023
• Table 35 Sales of Bath and Shower by Category: % Value Growth 2018-2023
• Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023
• Table 37 NBO Company Shares of Bath and Shower: % Value 2019-2023
• Table 38 LBN Brand Shares of Bath and Shower: % Value 2020-2023
• Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2020-2023
• Table 40 Forecast Sales of Bath and Shower by Category: Value 2023-2028
• Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2023-2028
• Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2023-2028

COLOUR COSMETICS IN GERMANY

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Colour cosmetics maintains robust growth in both mass and premium terms
• Lip products sees the strongest performance in colour cosmetics
• Cosnova achieves top place ahead of L'Oreal

PROSPECTS AND OPPORTUNITIES

• Colour cosmetics will maintain positive growth, driven by make-up trends
• Multifunctional products blur the lines between categories
• Technical advancements and developments in "clean" beauty will drive trends - particularly among the younger demographic

CATEGORY DATA

• Table 43 Sales of Colour Cosmetics by Category: Value 2018-2023
• Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2018-2023
• Table 45 NBO Company Shares of Colour Cosmetics: % Value 2019-2023
• Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2020-2023
• Table 47 LBN Brand Shares of Eye Make-up: % Value 2020-2023
• Table 48 LBN Brand Shares of Facial Make-up: % Value 2020-2023
• Table 49 LBN Brand Shares of Lip Products: % Value 2020-2023
• Table 50 LBN Brand Shares of Nail Products: % Value 2020-2023
• Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2020-2023
• Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2023-2028
• Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2023-2028

DEODORANTS IN GERMANY

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Active lifestyles, hot weather and a focus on hygiene drive strong growth
• Deodorant roll-ons leads the category with high double-digit growth in 2023
• Unilever maintains lead, yet faces rising competition from Beiersdorf

PROSPECTS AND OPPORTUNITIES

• Deodorants set to maintain stable baseline demand
• Innovation, natural trends, and "skinification" set to drive future growth
• Strong competition between the two leading players expected to continue

CATEGORY DATA

• Table 54 Sales of Deodorants by Category: Value 2018-2023
• Table 55 Sales of Deodorants by Category: % Value Growth 2018-2023
• Table 56 Sales of Deodorants by Premium vs Mass: % Value 2018-2023
• Table 57 NBO Company Shares of Deodorants: % Value 2019-2023
• Table 58 LBN Brand Shares of Deodorants: % Value 2020-2023
• Table 59 LBN Brand Shares of Premium Deodorants: % Value 2020-2023
• Table 60 Forecast Sales of Deodorants by Category: Value 2023-2028
• Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2023-2028
• Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2023-2028

DEPILATORIES IN GERMANY

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Depilatories sees sluggish volume sales, while small baseline demand remains
• Pre-shave products face cross-category competition
• Procter & Gamble maintains its overall strength, while private label is set to increase its small share

PROSPECTS AND OPPORTUNITIES

• Ongoing focus on sustainability and natural ingredients
• Competition from beauty salons and at-home depilatory systems set to rise
• Consumers seek depilatory products to suit different needs

CATEGORY DATA

• Table 63 Sales of Depilatories by Category: Value 2018-2023
• Table 64 Sales of Depilatories by Category: % Value Growth 2018-2023
• Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2019-2023
• Table 66 NBO Company Shares of Depilatories: % Value 2019-2023
• Table 67 LBN Brand Shares of Depilatories: % Value 2020-2023
• Table 68 Forecast Sales of Depilatories by Category: Value 2023-2028
• Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2023-2028

FRAGRANCES IN GERMANY

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Fragrances records positive growth boosted by rising unit prices
• The ''scent economy'' concept offers both opportunities and challenges
• Fragrance sets/kits maintain their gifting popularity and inspire future purchases of larger formats

PROSPECTS AND OPPORTUNITIES

• Fragrances set to see moderate growth, with premiumisation trends expected
• E-commerce looks set to remain a strong channel for fragrances
• Maintaining momentum: A market reaching maturity

CATEGORY DATA

• Table 70 Sales of Fragrances by Category: Value 2018-2023
• Table 71 Sales of Fragrances by Category: % Value Growth 2018-2023
• Table 72 NBO Company Shares of Fragrances: % Value 2019-2023
• Table 73 LBN Brand Shares of Fragrances: % Value 2020-2023
• Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2020-2023
• Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2020-2023
• Table 76 Forecast Sales of Fragrances by Category: Value 2023-2028
• Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2023-2028

HAIR CARE IN GERMANY

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Baseline demand supports overall stable sales for hair care
• Hair care sees healthy distribution across channels
• Competition is tight between brands in hair care

PROSPECTS AND OPPORTUNITIES

• Sustainability trends are expected to bring innovation in packaging formats
• "Clean" and "green" beauty trends will continue to influence developments in hair care ingredients
• Digital developments set to enhance the online purchasing process

CATEGORY DATA

• Table 78 Sales of Hair Care by Category: Value 2018-2023
• Table 79 Sales of Hair Care by Category: % Value Growth 2018-2023
• Table 80 Sales of Hair Care by Premium vs Mass: % Value 2018-2023
• Table 81 NBO Company Shares of Hair Care: % Value 2019-2023
• Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2019-2023
• Table 83 LBN Brand Shares of Hair Care: % Value 2020-2023
• Table 84 LBN Brand Shares of Colourants: % Value 2020-2023
• Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2020-2023
• Table 86 LBN Brand Shares of Styling Agents: % Value 2020-2023
• Table 87 LBN Brand Shares of Premium Hair Care: % Value 2020-2023
• Table 88 Forecast Sales of Hair Care by Category: Value 2023-2028
• Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2023-2028
• Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2023-2028

MEN'S GROOMING IN GERMANY

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Variable performances seen across subcategories in men's grooming
• Health and personal care stores maintain their popularity for men's grooming
• Men's branded products are prioritised in Germany, despite cost-of-living crisis

PROSPECTS AND OPPORTUNITIES

• Opportunities remain for private label to expand further in men's grooming
• All-in-one products, "skinification" trends, and natural formulas are expected to gain traction
• Men's grooming products going the extra mile with integrated smart gadgets

CATEGORY DATA

• Table 91 Sales of Men's Grooming by Category: Value 2018-2023
• Table 92 Sales of Men's Grooming by Category: % Value Growth 2018-2023
• Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2020-2023
• Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2020-2023
• Table 95 NBO Company Shares of Men's Grooming: % Value 2019-2023
• Table 96 LBN Brand Shares of Men's Grooming: % Value 2020-2023
• Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2020-2023
• Table 98 Forecast Sales of Men's Grooming by Category: Value 2023-2028
• Table 99 Forecast Sales of Men's Grooming by Category: % Value Growth 2023-2028

ORAL CARE IN GERMANY

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Baseline demand drives small sales in oral care
• Global giants maintain their leads, while there remains room for smaller brands to emerge in specialist areas
• Omnichannel purchasing patterns noted in oral care

PROSPECTS AND OPPORTUNITIES

• Sustainability trends expected to become more prominent in oral care
• Personalisation will help prevent many oral care issues and boost sales of specialised products
• Could e-commerce outpace health and beauty specialists?

CATEGORY DATA

• Table 100 Sales of Oral Care by Category: Value 2018-2023
• Table 101 Sales of Oral Care by Category: % Value Growth 2018-2023
• Table 102 Sales of Toothbrushes by Category: Value 2018-2023
• Table 103 Sales of Toothbrushes by Category: % Value Growth 2018-2023
• Table 104 Sales of Toothpaste by Type: % Value Breakdown 2019-2023
• Table 105 NBO Company Shares of Oral Care: % Value 2019-2023
• Table 106 LBN Brand Shares of Oral Care: % Value 2020-2023
• Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2020-2023
• Table 108 LBN Brand Shares of Toothpaste: % Value 2020-2023
• Table 109 Forecast Sales of Oral Care by Category: Value 2023-2028
• Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2023-2028
• Table 111 Forecast Sales of Toothbrushes by Category: Value 2023-2028
• Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2023-2028

SKIN CARE IN GERMANY

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Skin care is supported by the ongoing self-care and health and wellbeing trends
• Targeted uses, multiple benefits, dermocosmetics, and sustainability drive trends
• Dermocosmetics achieve robust value growth, thanks to aligning with current skin care trends

PROSPECTS AND OPPORTUNITIES

• Skin care will see ongoing stable demand
• From dermocosmetics to natural formulations, consumers will continue to seek efficacy and convenience
• Sophisticated formulas, growing awareness and movement from ingredients to formula-centric beauty

CATEGORY DATA

• Table 113 Sales of Skin Care by Category: Value 2018-2023
• Table 114 Sales of Skin Care by Category: % Value Growth 2018-2023
• Table 115 NBO Company Shares of Skin Care: % Value 2019-2023
• Table 116 LBN Brand Shares of Skin Care: % Value 2020-2023
• Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2020-2023
• Table 118 LBN Brand Shares of Anti-agers: % Value 2020-2023
• Table 119 LBN Brand Shares of Firming Body Care: % Value 2020-2023
• Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2020-2023
• Table 121 LBN Brand Shares of Premium Skin Care: % Value 2020-2023
• Table 122 Forecast Sales of Skin Care by Category: Value 2023-2028
• Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2023-2028

SUN CARE IN GERMANY

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Small and stable demand for sun care, due to consumers' awareness of the importance of sun protection
• "Skinification" and "clean" formulas appeal to sophisticated consumers
• Baby and child-specific sun care grows faster than adult sun care

PROSPECTS AND OPPORTUNITIES

• A positive path ahead for sun care, although sales will remain dependent on weather
• Dermocosmetics expected to become increasingly mainstream in sun care
• "Clean" and "green" beauty trends set to rise in sun care

CATEGORY DATA

• Table 124 Sales of Sun Care by Category: Value 2018-2023
• Table 125 Sales of Sun Care by Category: % Value Growth 2018-2023
• Table 126 NBO Company Shares of Sun Care: % Value 2019-2023
• Table 127 LBN Brand Shares of Sun Care: % Value 2020-2023
• Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2020-2023
• Table 129 Forecast Sales of Sun Care by Category: Value 2023-2028
• Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2023-2028