In 2021, the demand for premium products within beauty and personal care in Germany continued to be shaped by the pandemic situation. Following the 2020 sales slump, when the first year of the pandemic resulted in ongoing home seclusion and less perceived need to purchase various premium beauty products in particular, 2021 featured a return to growth, as consumers adapted to the “new normal” to some degree.
L’Oréal Deutschland remained the clear leader in premium beauty and personal care in 2021, and increased its value share from 2020. The company’s leadership at the high end of the market was underpinned by its wide portfolio of brands, including Lancôme, Vichy, Biotherm and Helena Rubinstein, with dermocosmetics brands continuing to show an increase in share in 2021.
Premium brands are becoming increasingly affordable. This is due to the strong competition and the growing range of products on offer from which customers can choose.
In the forecast period, the retail constant value CAGR for premium beauty and personal care is projected to be healthy after the struggles of the pandemic years. Adult sun care is predicted to register the fastest retail value growth over the forecast period, as more and more consumers have become aware of the importance of protecting their skin against the sun.
Companies are expected to keep abreast of trends and consumer demands in order to capitalise on the growth of premium beauty and personal care. The premium brands that are successful in understanding consumers’ needs are the ones positioned with a more personal angle.
Premium beauty and personal care is expected to register healthy growth over the forecast period due to consumers’ positive attitude towards spending more for quality, natural and sustainable products, and premium manufacturers’ intense innovation activity across categories. The premiumisation trend is likely to be relevant in sun care, hair care and colour cosmetics.
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 Premium 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 Premium 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.
Premium Beauty and Personal Care
This is the aggregation of premium 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 Premium Beauty and Personal Care 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!