Competitive Landscape
Rossmann and Dm Extend Their Lead in 2025
Health and beauty specialists in Germany remains a relatively fragmented market, with dm-Drogerie Markt holding an 11% value share in 2025 and Rossmann a share of 9%, while "others" accounted for a combined share of 72%. Over the period from 2020 to 2025, both dm-Drogerie Markt and Rossman saw a steady increase in their shares, with dm's share rising from 9% to 11% and Rossmann's from 7% to 9%.
Shifting Sands: Kiko Milano Surges, Rivals Stumble
There have been notable shifts among smaller brands. Kiko Milano stands out as the fastest-growing among the top 10 health and beauty specialists, driven by its focus on quality, affordability, trend-driven marketing, an expanded product range, an improved loyalty scheme, and a stronger presence both online and in its stores.
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Overview:
Understand the latest market trends and future growth opportunities for the Health and Beauty Specialists industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Health and Beauty Specialists industry in Germany, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Health and Beauty Specialists in Germany report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Health and Beauty Specialists in Germany?
- Which are the leading retailers in Health and Beauty Specialists in Germany?
- How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
- How has the impact of COVID-19 and national lockdown impacted consumer demand?
- Which formats have benefited the most from stockpiling and enforced home seclusion?
- How will the wider economic impact of COVID-19 shape the retail landscape in the future?
- Where is future growth expected to be most dynamic?
Health and Beauty Specialists in Germany - Category analysis
Key Data Insights
Douglas Launches 'Welcome to Beautiful' Campaign to Drive Engagement
Douglas Launches 'Welcome to Beautiful' Campaign to Drive Engagement
Retail E-Commerce Accelerates Eyewear Sales as Virtual Try-Ons Boost Adoption
Müller Redesigns Perfume Department to Attract Displaced Luxury Shoppers
Players Adapting to Meet the Needs of a Polarised Shopper Base
Proximity and Polarisation Reshape In-Store Experiences and Loyalty
Rossmann and Dm Extend Their Lead in 2025
Shifting Sands: Kiko Milano Surges, Rivals Stumble
Retail in Germany - Industry Overview
Consumers Look for Value Due to Germany's Stagnant Economy
Key Data Insights
Consumers Look for Value Due to Germany's Stagnant Economy
Discounters Shape Price Expectations as Supermarkets Adapt
Rewe Leverages Discount Pricing to Defend Share against Discounters
Discounters and Retail E-Commerce Set New Standards for Value and Convenience
Digital Innovation Will Be Key to Capturing Price-Focused Shoppers
Edeka Strengthens Its Lead Thanks to Expansion
Retail Shake-Up: Kodi, Tedi, and Zalando Reshape the Landscape
Informal Retail
Opening Hours for Physical Retail
Seasonality
Christmas
Summer Sales
Country Reports Disclaimer
The following categories and subcategories are included:
Health and Beauty Specialists
- Beauty Specialists
- Pharmacies
- Optical Goods Stores
- Health and Personal Care Stores
Health and Beauty Specialists
The aggregation of beauty specialists, pharmacies, optical goods stores, and health and personal care stores.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Health and Beauty Specialists research and analysis database.
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