Germany Beauty and Personal Care Products - Growth, Trends, COVID-19 Impact, and Forecasts (2022 - 2027)

Germany Beauty and Personal Care Products - Growth, Trends, COVID-19 Impact, and Forecasts (2022 - 2027)

Germany Beauty and Personal Care Products market is projected to grow at a CAGR of 4.8% during the forecast period.

Key Highlights

• Within the beauty and personal care in Germany, natural products, products free of synthetics and possible harmful chemicals, and the products with essences of herbs and plants as active ingredients attracted a strong demand in 2016, and the demand is expected to grow more during the forecast period.
• The German cosmetics and toiletries market is mainly driven by women and younger consumers, as they are willing to spend more money on such offerings. Hair, skin and face care products made up the two categories with the highest turnover,
• Germany is the largest cosmetic market in Europe, followed by France and the United Kingdom. Drug stores are observed to be the largest distribution channel in the beauty and personal care industry in Germany, owing to their convenient location and wide selection of mass-market beauty brands.

Key Market TrendsGrowing Prominence for Hair Care Products

Germany is witnessing a growing demand for natural products as consumers seek less harmful and healthier offerings featuring ingredients which can enhance one’s wellbeing. Furthermore, people in the country are stifled by high relative costs of treatments and a shortage of time. This is where new product lines are adding disruptive innovations through DIY home usage packets which take care of all treatments. Apart from this, the market in the country is driven by the presence of global players such as Beiersdorf AG, Henkel, and various others. Being local, these companies are well aware of the consumer preferences in the country, and are launching new products at a regular interval.

Rising Demand of Oral Care Products

Key players in the Germany oral care market are highly indulged in partnerships with several dental associations, by launching oral care centers and campaigns to create awareness and promote their oral care products. Moreover, these dental associations approve various oral care brands as safe and effective to use. This has also encouraged the customers to invest in mouthwashes and other oral care products, supported by rise in per capita spending for oral hygiene products. GlaxoSmithKline and Procter & Gamble continued to lead the German toothpaste market, as they contain a portfolio of well-known and trusted brands. These companies have gained share, partly with the introduction of a new Sensodyne whitening toothpaste, which is also suitable for those with sensitive teeth. Key players are leveraging online platforms optimally, by selling their products through their own websites, as well as by listing the products in the popular e-retailing websites, in order to improve their brand visibility and reachability of products.

Competitive Landscape

Leading players in the market enjoy a dominant presence worldwide. Brand loyalty among the consumers gives these companies an upper edge. Majority of the share is held by the leading players, including Unilever and Procter & Gamble, Beiersdorf AG, and Henkel among others. The major companies in the market follow the expansion and new launches as the major strategy for improving the regional footprints. The companies are aiming at increasing its production capacities, in order to cater the ever-increasing demand for cosmetics and personal care products. Key players have intensely embarked on industry consolidation by leveraging their distribution network, entering into partnerships with local distributors, especially in the emerging economies.

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support

Companies Mentioned

L'Oreal Group
Procter & Gamble
Beiersdorf AG
Unilever
The Estee Lauder Companies Inc.
Shiseido
Riverderm AG

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