After experiencing a current value decline in 2020, mass beauty and personal care recorded a positive performance in 2021. Mass hair care in particular continued to perform well.
Mass hair care was the most dynamic category within mass beauty and personal care in 2021, and is expected to continue to see strong growth over the forecast period. Mass brands are expected to continue to account for the bulk of sales in sun care in Germany, thanks to their wide availability, low price points and high level of consumer trust.
Private label continues to compete against branded products, with multiple trend-led and high-quality launches in 2021, which mimic those of existing (often luxury) brands. In 2021, both Rossmann and dm continued to launch new colour cosmetics lines, including clean, vegan, and fashionable new-generation products.
Over the forecast period, mass beauty and personal care is expected to post a slow but solid positive constant value CAGR, with growth slowly increasing leading up towards 2024, before easing off. The growth of products such as mass hand care and bath and shower, which experienced strong spikes in 2020, will normalise in the coming years, but remain healthy.
Mass fragrances is facing a high level of maturity and saturation, as well as growing competition from premium products, which will all limit the category’s growth potential in the forecast period. Real innovation can be relatively rare, with products such as mass fragrances being generic and interchangeable.
In Germany, consumers of mass beauty and personal care products are increasingly knowledgeable about the ingredients of the products they use on their skin, and seek to avoid chemical ingredients which may cause or exacerbate body or scalp skin conditions. In 2021, beauty and personal care saw mass brands introduce or expand their lines of products with natural claims, as players identified organic and natural products as a source of growth by meeting consumers’ expectations.
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Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal Care 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.
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Mass Beauty and Personal Care
This is the aggregation of mass colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.See All of Our Definitions
This report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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