During 2020, the financial concerns of many German consumers generally benefited demand for mass products including within beauty and personal care, where consumers prioritised essentials and focused on personal care categories such as bath and shower as well as skin care, particularly those with a mass positioning, including both brands and private label. However, overall sales of mass beauty and personal care products still experienced marginal declines in current value terms due to a significant drop in demand for mass colour cosmetics, which registered the strongest, double-digit current value decline as home seclusion resulted in limited demand for these products.
The pandemic brought about a surge in demand for certain mass products, particularly those with a personal care positioning included in bath and shower, and skin care. Liquid soap and bar soap – with many brands positioned as mass - registered very strong, double-digit value growth.
Due to the pandemic and the one-stop purchasing trend, consumers limited the range of retail locations when doing their grocery shopping, thus benefiting grocery retailers such as discounters, hypermarkets and supermarkets, and in turn these channels’ penetration of mass personal care products such as bath and shower, deodorants and hair care. Even mass beauty products such as colour cosmetics, skin care or fragrances have been included in more grocery retailers’ offers – expanding their product coverage of non-essential products such as fragrances or colour cosmetics.
Overall, mass beauty and personal care is expected to recover quickly and register positive growth in 2021 followed by stronger value growth over the forecast period. Stringent hygiene and a well-groomed appearance will continue to increase amongst women and men.
There is likely to be room for innovation and the introduction of new products over the forecast period, which is likely to occur in the mass/masstige segment of beauty and personal care in Germany. New launches within mass beauty and personal care in the post-pandemic world or even during COVID-19 times are expected.
The expansion of e-commerce platforms as well as price comparison websites was rapid in 2020 due to non-essential store closures and reduced movement outside of the home, while early 2021 witnessed a higher number of days under lockdown compared to 2020. This trend has continued to drive consumers towards further online purchases.
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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.
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This report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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