Executive Summary

Jun 2019
PROSPECTS
Men’s shaving sees a poor performance...

In 2018, sales in men’s grooming remained fairly static in current value terms. This can largely be attributed to the poor volume performance of men’s shaving, and the decrease in unit prices in an attempt to turn around the decline from 2017.

...whilst men’s toiletries sees growth

On the other hand, men’s toiletries saw a positive performance in both volume and current value terms in 2018, and is also set to see sustainable growth over the forecast period. This growth will be driven mostly by premiumisation in different categories, with premium men’s skin care set to see the fastest current value growth over the forecast period, followed by premium men’s hair care.

New launches follow the beard trend

Beards are here to stay. This global trend is shaping Germans’ preferences and shopping patterns, with men preferring longer beards and therefore spending more on related products.

COMPETITIVE LANDSCAPE
Procter & Gamble loses ground

Procter & Gamble Germany once again maintained its lead in men’s grooming in 2018, due to its high value share within men’s shaving. However, within this category its Gillette Mach3 brand continued to see a value share decline, in contrast to Gillette Fusion, which increased its share in a shrinking category, despite seeing falling sales.

Wilkinson Sword moves its focus away from razors and blades

Wilkinson Sword is the biggest competitor for Procter & Gamble within razors and blades, even though it too saw declining value sales over the last years of the review period. However, the introduction of the Bulldog brand, which is focused on beard care, is expected to take some of the clients lost because of the move away from razors and blades.

Men increasingly favour premium products

In 2018, growth was seen for products with higher unit prices. Men are becoming more selective when it comes to personal care.

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Men's Grooming in Germany

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Overview

Discover the latest market trends and uncover sources of future market growth for the Men's Grooming industry in Germany with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Men's Grooming industry in Germany, our research will save you time and money while empowering you to make informed, profitable decisions.

The Men's Grooming in Germany market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Men's Grooming in Germany?
  • What are the major brands in Germany?
  • Are systems or disposable razors and blades more popular in shaving?
  • Which men’s category is seeing most dynamic growth?

Why 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 industry report originates from Passport, our Beauty and Personal Care market research database.

Men's Grooming in Germany - Category analysis

HEADLINES

PROSPECTS

Men’s shaving sees a poor performance...
...whilst men’s toiletries sees growth
New launches follow the beard trend

COMPETITIVE LANDSCAPE

Procter & Gamble loses ground
Wilkinson Sword moves its focus away from razors and blades
Men increasingly favour premium products

CATEGORY DATA

Table 1 Sales of Men’s Grooming by Category: Value 2013-2018
Table 2 Sales of Men’s Grooming by Category: % Value Growth 2013-2018
Table 3 Sales of Men's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 4 Sales of Men's Skin Care by Type: % Value Breakdown 2015-2018
Table 5 NBO Company Shares of Men’s Grooming: % Value 2014-2018
Table 6 LBN Brand Shares of Men’s Grooming: % Value 2015-2018
Table 7 LBN Brand Shares of Men's Razors and Blades: % Value 2015-2018
Table 8 Forecast Sales of Men’s Grooming by Category: Value 2018-2023
Table 9 Forecast Sales of Men’s Grooming by Category: % Value Growth 2018-2023

Beauty and Personal Care in Germany - Industry Overview

EXECUTIVE SUMMARY

Positive performance for beauty and personal care
Skin care remains most lucrative
L’Oréal continues to lead despite high fragmentation
Natural remains a key theme, with vegan and clean ingredients
Sustainability and natural are engines for growth in the forecast period

MARKET DATA

Table 10 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 11 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 12 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 13 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 14 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 15 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 16 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 17 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 18 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 19 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources