Skin care saw another year of current value growth in 2021, with this performance driven by new launches and the demand for natural and sustainable products. Dermocosmetics brands such as La Roche-Posay, Avène and Vichy benefited from these trends and managed to see growth in 2021.
L’Oréal Deutschland GmbH maintained its leading position in skin care in value terms in 2021, as its wide portfolio of mass and premium brands remained popular amongst a diverse consumer base. L’Oréal’s products have a presence in all relevant retail channels for skin care, and its various brands are present across several price segments; these remain crucial factors underpinning the company’s success in the category.
Consumers are increasingly educated about skin care routines and product properties, resulting in greater emphasis on product ingredients and quality rather than brand image. As a result, consumer interest in products marketed as containing specific types of substances or acids, such as DHA or AHA, remains high.
The growth of skin care is likely to be sustained at a steady level in Germany over the forecast period, beyond the pandemic years. With the usage of skin care products already well-established amongst female consumers, the growth opportunities are likely to come from the male demographic.
Premium brands positioned as providing “affordable luxury” should continue to post impressive results in skin care over the forecast period. Notable examples of brands with this type of positioning include Rituals, Kiehl’s, CeraVe and The Ordinary.
A new trend more commonly linked to the pharmaceutical world is currently emerging within beauty products – skin patches with active ingredients that help fight problems such as acne, wrinkles or cellulite are attracting more and more interest amongst consumers globally. One example is Frownies – the brand that everyone is talking about on TikTok.
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Understand the latest market trends and future growth opportunities for the Skin 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 Skin 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.
This is the aggregation of facial care, body care, hand care and skin care sets/kits.See All of Our Definitions
This report originates from Passport, our Skin Care research and analysis database.
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