Market Trends of Germany Beauty And Personal Care Products Industry
Increasing Awareness About Effective Skincare
Pollution, stress, and unhealthy eating habits negatively impact skin health, increasing the prevalence of skin sensitivity and allergies. The climate in the country is warm and cold during different seasons, causing sensitive skin among consumers. Therefore, consumers are increasingly inclined toward effective skincare products available for various skin sensitivity issues such as acne, eczema, blemishes, and pimples. Furthermore, owing to the different skin concerns, the demand for skincare products with active ingredients, such as AHA, BHA, ceramides, niacinamide, retinol, hyaluronic acid, and others, has gained prominence among consumers. Moreover, as skin ages, it starts producing less collagen, which leads to wrinkle formation. The increasing geriatric population and rising focus on skin health further support the market growth.
Personal Care Products Are Gaining Immense Popularity
The trend toward personalized haircare solutions tailored to individual hair types and needs is increasingly apparent in the country. This has led to the emergence of brands offering customized shampoos formulated for specific hair types. For instance, in 2022, Henkel launched SalonLab&Me, a new personalized hair care service to help consumers address their independent needs. Moreover, the market witnessed significant demand in facial care regimes due to the increasing interest in natural formulations, such as cleansers, serums, scrubs, and toners. The surge in e-commerce has led to heightened sales of body care products within the country, prompting numerous major companies to introduce their products online. For instance, in 2022, Dr. Barbara Sturm Molecular Cosmetics inaugurated high-end stores on Amazon across Europe. This partnership empowered the German brand to swiftly and cost-effectively distribute its products to consumers in the United Kingdom, Germany, France, Italy, and Spain. Market growth is also being driven by rising product innovation. For example, in March 2023, Oral B launched THE BIG RETHINK, an initiative to make oral care more inclusive, accessible, and positive for people with disabilities, their caregivers, and dental professionals. To celebrate the launch of THE BIG RETHINK, a brand film was introduced at an exclusive launch event in Frankfurt, Germany.
