Private label is expected to challenge mass brands over the forecast period, as major German retailers are focusing their strategic efforts on the development of private label lines to improve their profits. This will be most acute at the start of the forecast period, as inflation remains high, and consumers are price-sensitive.
In 2022, under the lasting impact of the pandemic and pressure from the supply chain, many premium skin care brands opted to offer discounts and promotions to ease the pressure on their inventory. At the same time, with the impact of the growing offer of online shops, consumers are now able to purchase premium skin care products at lower prices, and the price advantage of mass brands is therefore gradually weakening.
Mass hair care is expected to remain the second-largest category within mass beauty and personal care after mass skin care, and it is expected to achieve a healthy single-digit current value CAGR over the forecast period. Mass hair care may see a threat from the premium segment, as seen in the case of mass skin care.
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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.
If you're in the Mass Beauty and Personal Care 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.
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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