Men’s grooming registered its strongest current value growth rate in several years in the German market in 2021, although this was still marginal. The rapid decline in value sales in men’s shaving dragged down sales in the overall category previously, but men’s shaving returned to growth in 2021, due to a rebound caused by the reopening of the country and more active social lives throughout 2021.
The number one player in men’s grooming in Germany, Procter & Gamble, saw marginal growth in its value share in 2021, due to its high portfolio concentration in the men’s shaving category, which saw a value rebound in this year. Its brand Gillette was losing ground in men’s grooming as consumers moved away from shaving due to the beard trend, but also as a result of other trends, such as the resurgence of single-blade and traditional razors, but with the return to social occasions in 2021 it saw a better performance.
In 2021, e-commerce once again showed rapid growth in men’s grooming in the German market. While the product availability and variety available from e-commerce retailers has increased substantially since the beginning of the pandemic, the convenience associated with shopping online is highly valued, especially by younger consumers, who constitute an increasing share of the market, and also contributed to this trend.
Men in Germany are expected to continue to be strong adherents to the beard trend in the forecast period. The movement towards facial hair grooming has been increasing in pace in recent years, and shows no signs of slowing down in the next five years.
Over the years, male consumers in Germany have been increasingly spending on beauty and personal care products for their daily routine. Increased awareness and the wider product variety available for men has been resulting in constantly positive growth rates for men’s toiletries, despite the strong hit of the pandemic across the industry.
While it is clear how the beard trend negatively affects categories such as men’s shaving, it is important to note that this is not necessarily indicative that male consumers are moving their budget towards non-beauty and personal care categories. Even though there will invariably be a reallocation of expenditure, the majority will simply be spent on men’s toiletries instead, particularly in the premium segment, as previously mentioned.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Understand the latest market trends and future growth opportunities for the Men's Grooming 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 Men's Grooming 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.
This is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.See All of Our Definitions
This report originates from Passport, our Men's Grooming research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!