In 2020, discretionary beauty, as offered by fragrances, colour cosmetics, and high-end skin care, witnessed current value sales declines. The category particularly suffered from the COVID-19 outbreak as lower consumer confidence, home seclusion and reduced mobility led to a slump in demand for these products.
Within premium beauty and personal care, dermocosmetics displayed greater resilience to the pandemic in 2020, in particular dermocosmetics skin care. Products within premium bath and shower also benefited from the first months of lockdown and stockpiling as consumers tried to take care of their skin by using good-quality dermocosmetic brands of shower gels and soaps.
Inevitably, the distribution channel to benefit the most from the pandemic in terms of premium beauty and personal care was e-commerce due to the fact that beauty specialist retailers and department stores were closed for prolonged and crucial periods during 2020. As a drop in store-based sales was more significant for premium products compared to mass options, key premium companies and retailers were channelling efforts towards digital platforms as a result of the lockdown and a shift towards online purchasing behaviour among consumers.
After a significant drop in 2020, premium beauty and personal care is expected to register positive value (at constant 2020 prices) and volume growth in 2021, alongside good progress of Germany’s vaccination programme, which is likely to lead to consumers gradually resuming mobility and social interactions. However, a full recovery to pre-pandemic levels of value sales (at constant 2020 prices) is unlikely before 2025, as consumer cautiousness will linger in terms of purchasing premium products.
After the huge upheaval to consumers’ lives due to the pandemic, moving forward, products that are projected to experience stronger growth are those perceived to improve one’s wellbeing. German consumers are expected to be willing to pay more for beauty and personal care products that help them to maintain and improve their wellbeing as a whole.
The forecast period is expected to see greater diversification of brands within premium beauty and personal care in Germany. In addition to established premium local or international well-known brands, the pre-pandemic trend of rising beauty regimes and cosmetics from South Korea and Japan is likely to resurface.
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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.
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This report originates from Passport, our Premium Beauty and Personal Care research and analysis database.
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