Germany Electric Shavers Market Size, Share & Trends Analysis Report By End User (Male, and Female), By Product Type (Trimmers / Clippers, Foil Shavers, and Rotary Shavers), By Distribution Channel, Outlook and Forecast, 2023 - 2030

The Germany Electric Shavers Market size is expected to reach $1.1 billion by 2030, rising at a market growth of 4.1% CAGR during the forecast period. In the year 2022, the market attained a volume of 10,986.87 thousand units, experiencing a growth of 4.1% (2019-2022).

The electric shavers market in Germany has witnessed significant growth and evolution over the years, reflecting the changing preferences and lifestyles of customers in the country. This segment has become a crucial component of the personal grooming industry, driven by technological advancements, shifting consumer attitudes, and the desire for efficient and convenient grooming solutions.

One of the key factors contributing to the growth of the electric shavers market in Germany is the rising emphasis on personal grooming and appearance. With a growing awareness of grooming standards and the desire for a polished look, consumers are seeking convenient and time-efficient solutions. Electric shavers offer a quick and effective way to maintain a well-groomed appearance, catering to the busy lifestyles of many Germans.

E-commerce has played an important role in shaping the electric shavers market in Germany. The convenience of online shopping has allowed customers to explore a wide range of products, compare reviews, and make informed decisions. Online platforms provide a space for manufacturers to showcase their products and for consumers to find the best deals, contributing to the accessibility and popularity of electric shavers in the country.

Market Trends

Marketing and advertising in promoting electric shavers

Germany has witnessed a significant rise in marketing and advertising efforts to promote electric shavers within its thriving grooming and personal care industry. As technological advancements continue to enhance the performance and features of electric shavers, manufacturers are capitalizing on innovative designs and cutting-edge functionalities to capture consumers' attention.

One driving force behind the surge in marketing is the increasing awareness of sustainability and environmental consciousness in Germany. Electric shavers are positioned as eco-friendly alternatives to traditional razors, aligning with the country's commitment to green practices. Advertisements often emphasize the reduction of disposable waste and the energy efficiency of electric shavers, resonating well with environmentally conscious consumers. Social media platforms, online marketplaces, and traditional media channels have become battlegrounds for brands vying for consumer attention, employing captivating visuals and relatable narratives to showcase their electric shaver offerings' superior performance and versatility.

According to the German Advertising Federation (ZAW), in 2021, Germany's total net advertising revenues experienced notable growth, surging by 8.8 percent from the previous year to reach EUR 25.9 billion. Notably, digital platforms, encompassing search, display, digital print, classifieds, and streaming, collectively amassed EUR 15.3 billion in advertising income. As advertising trends continue to evolve, the electric shavers market in Germany stands poised to leverage these diverse channels, fostering increased brand visibility and consumer engagement for continued growth and industry prominence.

Therefore, the German electric shaver market is experiencing a marketing evolution driven by technological innovation and a strategic emphasis on eco-friendly attributes. Advertisers adeptly navigate both digital and traditional platforms, leveraging sustainability messaging to align with the country's environmental ethos and capture the discerning preferences of the German consumer base.

High usage of wet shavers

In Germany, a country known for its engineering prowess and commitment to quality, the electric shaver market has experienced a surge in popularity with a unique twist - a surprisingly high usage of wet shavers. While electric shavers have long been celebrated for their efficiency and convenience, the German consumer industry has demonstrated a particular affinity for wet shaving, blending traditional methods with modern technology.

One key factor contributing to the high usage of wet shavers in Germany is the cultural significance of grooming rituals. German society places a premium on personal grooming and appearance, and wet shaving is deeply embedded in the country's cultural fabric. Many Germans view shaving as a routine task and a moment of self-care and reflection. The influence of traditional barbershops also plays a role in the prevalence of wet shaving in Germany. Barbershops, often associated with classic grooming techniques, have experienced a resurgence in popularity. The traditional wet shave, complete with hot towels and precise razor work, is a sought-after service in these establishments. As consumers appreciate the skill and craftsmanship displayed by barbers, they are likely to adopt similar techniques in their grooming routines.

Moreover, the perception of wet shaving as a more thorough and traditional method is crucial in its popularity. Many consumers believe that the meticulousness of wet shaving results in a closer and smoother shave compared to electric alternatives. This preference aligns with the German commitment to precision and craftsmanship, values deeply ingrained in their industrial and cultural history. Hence, the unique blend of tradition and modernity characterizes Germany's electric shaver market, where the cultural significance of grooming rituals and the influence of traditional barbershops have contributed to a remarkable preference for wet shaving.

Competition Analysis

Germany is a key player in the electric shavers market, characterized by a robust economy and a tech-savvy consumer base. Several companies operate in this sector, offering a diverse range of electric shavers catering to various preferences and needs. Beurer, a German company, specializes in health and well-being products, including electric shavers. The brand emphasizes innovation and user comfort, incorporating features like precision cutting elements and ergonomic designs. Beurer's electric shavers are designed to cater to the specific grooming needs of the German industry.

Carrera, a German brand, is recognized for its electric shavers and grooming appliances. The company focuses on delivering reliable and affordable products to the German industry. Carrera's electric shavers often feature contemporary designs and practical features, making them popular among local consumers. Similarly, Grundig is a German brand with a notable presence in the electric shavers market. The company focuses on combining cutting-edge technology with modern design, offering a range of electric shavers that appeal to the aesthetic preferences of German consumers.

Solingen, a city in Germany, is renowned for its long-standing tradition of producing high-quality blades and cutting instruments. Several small and medium-sized companies based in Solingen contribute to producing electric shavers and grooming tools. These companies often focus on precision engineering and craftsmanship.

Aesculap, a German company, is known for its expertise in medical instruments and grooming tools. While its primary focus is on medical devices, Aesculap also produces high-quality clippers and trimmers that cater to professional barbers and consumers who seek precision grooming solutions.

List of Key Companies Profiled (Global leaders)

• Conair LLC (American Securities LLC)
• Koninklijke Philips N.V.
• The Procter & Gamble Company
• Panasonic Holdings Corporation
• Spectrum Brands Holdings, Inc.
• Havells India Ltd.
• Wahl Clipper Corporation
• Xiaomi Corporation
• Sakar International, Inc.
• Helen of Troy Limited

Germany Electric Shavers Market Report Segmentation

By End User

• Male
• Female

By Product Type

• Trimmers / Clippers
• Foil Shavers
• Rotary Shavers

By Distribution Channel

• Supermarkets & Hypermarkets
• Health & Beauty Stores
• Online
• Others