Germany

Market research on consumer products, commercial industries, demographics trends and consumer lifestyles in Germany. Includes comprehensive data and analysis, tables and charts, with five-year forecasts.

Germany StatisticsConsumer Lifestyles in GermanyGermany Country BriefingsFuture Demographics: Germany in 2030

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    Strategy Briefing

    Menswear in Western Europe

    Aug 2020

    Western Europe sees sales decline for menswear over the review period due macroeconomic challenges, aggressive competitive environment and weakened demand. Athleisure and casual clothing trends favour the cheapest categories, such as jeans and tops. ...

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    Country Report

    Country Report

    Video Games in Germany

    Aug 2020

    In 2019, video games in Germany showed stabilised growth for once, due to the continuing strong performance of digital games and AR/VR headsets, but especially given the fact that gaming increasingly reaches society’s middle class. A fitting example ...

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    Country Report

    Country Report

    Traditional Toys and Games in Germany

    Aug 2020

    Traditional toys and games in Germany continued to record positive value growth across most categories in 2019. The educational feature ensured that scientific/educational toys would continue recording the fastest value growth, with Kosmos remaining ...

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    Country Report

    Country Report

    Toys and Games in Germany

    Aug 2020

    Toys and games was recording another solid performance in 2019 in Germany prior to the onset of COVID-19, although its growth rate was slightly slower compared to 2018. Nintendo Switch continued to record strong sales in 2019, but most consumers with...

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    Country Report

    Country Report

    Depilatories in Germany

    Jul 2020

    Demand for depilatories is already established in Germany, which means this is a highly competitive category. In addition, the companies present in depilatories are facing various challenges and threats, dampening growth potential in both 2019 and ...

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    Country Report

    Country Report

    Hair Care in Germany

    Jul 2020

    In recent years, German consumers have been going through a transition phase triggered by transparency of products details, including in hair care. In terms of product ingredients in hair care, consumer knowledge is still increasing with every ...

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    Country Report

    Country Report

    Men's Grooming in Germany

    Jul 2020

    The main trend across men’s grooming in Germany going into 2019 was the continued decline in shaving using razors, which was increasing throughout the country, greatly impacting the performances in men’s post-shave, men’s pre-shave and men’s razors ...

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    Country Report

    Country Report

    Oral Care in Germany

    Jul 2020

    Oral care is already very mature in Germany and volume growth is generally limited to population growth, and, for the most part, is not coming from more frequent usage of the products. Current value growth remained quite healthy in 2019, however, ...

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    Country Report

    Country Report

    Bath and Shower in Germany

    Jul 2020

    Bar soap was one of the most dynamic areas in bath and shower in 2019 in Germany, with current value growth benefiting from consumers preferring higher-priced items. Premiumisation has been increasing in bar soap as its buyers were reviving an item ...

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    Country Report

    Country Report

    Sun Care in Germany

    Jul 2020

    Sun care continued to record positive value growth in 2019, although the volume performance remained sluggish, albeit seeing an improvement on recent years. Continued consumer concerns about the potential damage to the skin from exposure to the sun ...

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    Country Report

    Country Report

    Beauty and Personal Care in Germany

    Jul 2020

    COVID-19 will have a profound impact on the German beauty and personal care industry in 2020. Non-essential store closures and spending much more time than usual at home during the COVID-19 outbreak led to a sharp decline in sales of products such as...

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    Country Report

    Country Report

    Skin Care in Germany

    Jul 2020

    Skin care continued to enjoy health current value growth in 2019 as the growing emphasis on wellness and self-care works in favour of skin care products. Current value growth slowed slightly in 2019, but this was more down to the increasingly ...

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    Country Report

    Country Report

    Mass Beauty and Personal Care in Germany

    Jul 2020

    In 2019, growth in mass beauty and personal care was driven by a number of promotional sales and “permanently reduced prices”. Frequent offers were found in the drugstores dm, Rossmann and Müller. As fierce price competition continued to be seen, ...

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    Country Report

    Country Report

    Deodorants in Germany

    Jul 2020

    Deodorants in Germany was still growing at a stable pace in 2019. The category was also projected to post positive, albeit relatively modest, current value growth over the forecast period. It is felt that, with already frequent purchases of the ...

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    Country Report

    Country Report

    Premium Beauty and Personal Care in Germany

    Jul 2020

    In 2019, premium beauty and personal care was affected by the increasing number of promotional activities and price reductions at beauty specialist retailers. Compared with previous years in the review period these activities were even stronger, ...

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    Country Report

    Country Report

    Baby and Child-Specific Products in Germany

    Jul 2020

    As in most other Western European countries, at the end of the review period German consumers were becoming increasingly demanding when it comes to the naturalness of the products they are buying. This tendency is even stronger when it comes to ...

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    Country Report

    Country Report

    Fragrances in Germany

    Jul 2020

    In 2019, fragrances in Germany recorded only negligible current value growth due to a number of factors. One of them was strong promotions, not least due to competitive online retailers, but also other channels that are using this tactic. The growing...

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    Country Report

    Country Report

    Colour Cosmetics in Germany

    Jul 2020

    Up to 2017, colour cosmetics was one of the most dynamic categories in beauty and personal care in current value terms. Growth was being driven by increasing disposable income and the increasing influence of global trends, but also by fierce price ...

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    Country Report

    Country Report

    Cigars, Cigarillos and Smoking Tobacco in Germany

    Jul 2020

    A ban on menthol flavoured tobacco was introduced from May 2020. This will have an impact on fine-cut tobacco, as some people roll their own cigarettes using menthol filters. However, in the period until the menthol ban became active, a surge in ...

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    Country Report

    Country Report

    Tobacco in Germany

    Jul 2020

    One of the impacts of COVID-19 on the tobacco market in Germany was some smokers deciding to give up in the knowledge that smoking could worsen the effects of the virus, with this providing a little extra impetus to the already declining smoking ...

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