The German beauty and personal care products market accounted for USD 20.6 billion revenue in 2023, and it is expected to reach USD 22.7 billion in 2030, at 1.3% CAGR. This would be due to the increasing number of consumers conscious of their appearance, booming aging population, growing prevalence of skin diseases, and shifting interest of consumers toward organic and chemical-free products. The increase in the number of working women in Germany, rising disposable income, and growing consciousness of personal care are other key drivers for the market.
Additionally, the rising prevalence of dermatologist problems has been driving the market. For instance, over 3.5 million people, or around 4.2%, of the country’s population has atopic dermatitis. Apart from that, acne, dyspigmentation, psoriasis, deep wrinkles, hyperpigmentation, freckles, and melasma are fairly common in the Germany, thus propelling the usage of beauty products, specifically those meant for the skin.
Moreover, the incidence of tooth decay, premature demineralization, bad breath, and many other oral health problems is rising in Germany. This is driving people of all ages to visit dentists, who recommend a range of oral care products, such as toothpastes, toothbrushes with varying bristle options, and floss.
Consumers are becoming increasingly aware of the harmful effects of certain compounds, such as parabens and aluminum compounds, found in skincare and haircare products and deodorants, thus leading to a shift toward natural and organic products. Further, numerous brands offer such clean-label and natural products, which encourages consumers to try them. Thus, most companies are launching products that combine nature-inspired ingredients with multifunctional properties, such as high-quality plant-derived ingredients.
For example, U.S.-based oral company Plus Ultra launched a natural toothpaste in February 2021. This toothpaste is made from aloe vera, bamboo extract, glycerin, peppermint flavors, rosemary extract, and other natural ingredients and is free from BPA, SLS, parabens, neurotoxins, and artificial fragrances and colors.
Moreover, consumers in the country now demand products that have cruelty-free labels, which indicate that no animals were harmed during their testing. Additionally, companies are focusing on creating personalized cosmetics to expand their reach among discerning customers, which is positively influencing the German beauty and personal care products market outlook.
Due to the high disposable income of Germans, premium cosmetic products are highly popular. They are high-end products that contain the finest ingredients, including natural plant extracts, moisturizing oils, and antioxidants. They are more expensive than regular cosmetics, but they can provide superior results in terms of coverage, longevity, color payoff, and skin health.
Further, such products are generally free from harsh chemicals and preservatives, such as sulfates, which makes them a great choice for people with sensitive skin. They are available in a wide variety of formulae and shades, ranging from natural to bold looks, and are often accompanied by a vast array of tools and accessories, including brushes and sponges, to make application easier.
The key players in the German beauty and personal care products market report are L’Oréal S.A., The Procter & Gamble Company, Unilever plc, Shiseido Company Limited, and Beiersdorf AG.