Cosmetics & Toiletries Retailers in Germany - Market Research Report (2014-2029)
Frankfurt, Germany
Last Updated: March 2024
WZ G47.75DERevenue
€21.5bn
Past 5-Year Growth
Profit
€XXX.Xm
Employees
107k
Businesses
2,087
Wages
€X.Xbn
Cosmetics & Toiletries Retailers in Germany industry analysis
The retail sector for cosmetics and personal care products is coming under increasing pressure due to growing price and predatory competition. The industry is characterised by intense competition due to the high market power of the four main players as well as strong external competition from supermarkets, discounters, online retailers and other retailers. Nevertheless, sector products are in high demand due to rising income levels, a growing willingness to spend and ever-increasing consumer spending on consumer goods. Industry turnover is expected to amount to €21.5 billion in 2024. This corresponds to an increase in turnover of 1.4% compared to the previous year with an average annual growth rate of 0.6% between 2019 and 2024.Cosmetics retailers offer a wide, constantly changing range of personal care and cosmetic products as well as relevant advisory services to meet the changing requirements of end consumers in the face of increasing environmental and health awareness, demographic change and changing consumer preferences. Due to increasing health and environmental awareness, the demand for natural cosmetic products is on the rise. In addition, the importance of colour cosmetics is growing due to the increasing use of social media, which is significantly increasing the focus on beauty ideals. Cosmetics and body care products not only satisfy the needs of end consumers in terms of facial and body hygiene and care as well as health care, but also those of a psychological nature. Net household income is an important indicator for the sales development of industry players. Although some industry products are everyday consumer goods, the demand for non-basic consumer goods and luxury brand products depends on income. In addition to the previously predominantly female target group of cosmetics retailers, men, children and young people are increasingly being considered as new target groups.IBISWorld expects industry sales to increase at an average growth rate of 3% per year to €25 billion by 2029. This is due in particular to growth drivers in the product segments of anti-ageing skincare and natural and men's cosmetics. Nevertheless, the booming internet and mail order business as well as supermarkets and discounters are likely to intensify price and predatory competition in the retail sector over the next five years.
Trends and Insights
- Increasing health and sustainability awareness is fuelling sales of natural cosmetics. Sales of natural cosmetics have almost doubled in the last ten years.
- Skin and facial care products are among the most important industry products. The items in this product category and their areas of application are so diverse that they are used by all age groups and genders.
- Most cosmetics retailers can be found in the centre region due to the high proportion of the population there and the high purchasing power of the people.
- The sector companies compete with each other internally, particularly on price, the breadth of the product range, the quality of the products on offer and the locations of their shops. Consumers in Germany have a relatively high level of price sensitivity.
Industry Overview
Market size and recent performance (2014-2029)
Industry revenue has grown at a CAGR of 0.6 % over the past five years, to reach an estimated €21.5bn in 2024.
Trends and Insights
The German cosmetics market continues to grow, especially for men's cosmetics and anti-ageing products
- Germans are spending more and more money on beauty care, making Germany the largest market in Europe for this sector. Per capita spending on cosmetics is well above the European average.
- Additional trends and insights available with purchase
Source: IBISWorld
Industry outlook (2024-2029)
Market size is projected to grow over the next five years.
Trends and Insights
The digital transformation is forcing cosmetics retailers to focus more strongly on online retailing
- In the course of the digital transformation, bricks-and-mortar retailers in particular are expected to focus significantly on online retail in the future. The major corporate groups in the sector, such as the biggest key players dm and Rossmann, are already firmly established in the online market.
Biggest companies in the Cosmetics & Toiletries Retailers in Germany
| Company | Market Share (%)
2024 | Revenue (€m)
2024 |
|---|---|---|
dm-drogerie markt Verwaltungs-GmbH | 7,248.6 | |
Dirk Rossmann GmbH | 5,600.9 | |
Kirk Beauty One GmbH | 1,409.3 |
To view the market share and analysis for all 5 top companies in this industry, view purchase options.
Products & Services Segmentation
Source: IBISWorld
Industry revenue is measured across several distinct product and services lines, including Hair care products, Skin and facial care products and Perfumes and fragrances. Hair care products is the largest segment of the Cosmetics & Toiletries Retailers in Germany.
Trends and Insights
The high number of external competitors reduces sales of hair care products
- The category of hair care products primarily includes shampoos, which are used daily or almost daily by end consumers. Many women also regularly use other hair care products such as hairspray, mousse or similar hair setting products.
- More insights available in the full report
Widen you competitive advantage with related industries
Competitors
- Supermarkets in Germany
- Department Stores in Germany
- Dispensing Chemists in Germany
- E-Commerce & Online Auctions in Germany
Complementors
- There are no industries to display.
International industries
- Beauty, Cosmetics & Fragrance Stores in the US
- Beauty, Cosmetics & Fragrance Stores in Canada
- Cosmetic and Toiletry Retailing in Australia
- Pharmaceutical, Cosmetic and Toiletry Goods Retailing in New Zealand
- Cosmetics & Toiletries Retailers in the UK
Table of Contents
About this industry
Industry definition
This sector comprises the retail trade specialising in the stationary sale of cosmetic products, body care products and hygiene articles. Its product categories include, for example, fine soaps, perfumes, deodorants, oral and hair care products, shaving products, make-up products, condoms and sanitary towels. However, online retailing of industry-specific products is not part of this sector.
What's included in this industry?
Retail sale of cosmetic productsRetail sale of personal care productsRetail sale of hygiene articlesRetail trade with fragrancesCompanies
dm-drogerie markt Verwaltungs-GmbHDirk Rossmann GmbHKirk Beauty One GmbHPurchase this report to view all 5 major companies in this industry.
Related Terms
INTERNET PURE PLAYERMULTICHANNEL DISTRIBUTIONOMNICHANNELSYNDETCOMEDOGENIC INGREDIENTSIndustry Code
WZ 47.75 - Cosmetics & Toiletries Retailers in Germany
Performance
Get an indication of the industry's health through historical, current and forward-looking trends in the performance indicators that make or break businesses.
Analyst insights
Increasing health and sustainability awareness is fuelling sales of natural cosmetics. Sales of natural cosmetics have almost doubled in the last ten years.
In this chapter (4)
- Current Performance
- Outlook
- Volatility
- Life Cycle
Key metrics
- Annual Revenue, Recent Growth, Forecast, Revenue Volatility
- Number of Employees, Recent Growth, Forecast, Employees per Business, Revenue per Employee
- Number of Businesses, Recent Growth, Forecast, Employees per Business, Revenue per Business
- Total Profit, Profit Margin, Profit per Business
Charts
- Revenue, including historical (2014-2023) and forecast (2024-2029)
- Employees, including historical (2014-2023) and forecast (2024-2029)
- Businesses, including historical (2014-2023) and forecast (2024-2029)
- Profit, including historical (2014-2024)
- Industry Volatility vs. Revenue Growth
- Industry Life Cycle
Detailed analysis
- Trends in supply, demand and current events that are driving current industry performance
- Expected trends, economic factors and ongoing events that drive the industry's outlook
- Key success factors for businesses to overcome volatility
- How contribution to GDP, industry saturation, innovation, consolidation, and technology and systems influence the industry's life cycle phase.
Products and Markets
Learn about an industry's products and services, markets and trends in international trade.
Analyst insight
Skin and facial care products are among the most important industry products. The items in this product category and their areas of application are so diverse that they are u...
In this chapter
- Products & Services
- Major Markets
Key metrics
- Largest market segment and value in 2024
- Product innovation level
Charts
- Products & services segmentation in 2024
- Major market segmentation in 2024
Detailed analysis
- Trends impacting the recent performance of the industry's various segments
- Innovations in the industry's product or service offering, specialization or delivery method
- Key factors that successful businesses consider in their offerings
- Buying segments and key trends influencing demand for industry products and services
Geographic Breakdown
Discover where business activity is most concentrated in an industry and the factors driving these trends to find opportunities and conduct regional benchmarking.
Analyst insights
Most cosmetics retailers can be found in the centre region due to the high proportion of the population there and the high purchasing power of the people.
In this chapter (1)
- Business Locations
Charts
- Share of revenue, establishment, wages and employment in each region
- Share of population compared to establishments in each region in 2024
Tables
- Number and share of establishments in each region in 2024
- Number and share of revenue each region accounts for in 2024
- Number and share of wages each region accounts for in 2024
- Number and share of employees in each region in 2024
Detailed analysis
- Geographic spread of the industry across Europe, and trends associated with changes in the business landscape
- Key success factors for businesses to use location to their advantage
Competitive Forces
Get data and insights on what's driving competition in an industry and the challenges industry operators and new entrants may face, with analysis built around Porter's Five Forces framework.
Analyst insights
The sector companies compete with each other internally, particularly on price, the breadth of the product range, the quality of the products on offer and the locations of the...
In this chapter (4)
- Concentration
- Barriers to Entry
- Substitutes
- Buyer & Supplier Analysis
Key metrics
- Industry concentration level
- Industry competition level and trend
- Barriers to entry level and trend
- Substitutes level and trend
- Buyer power level and trend
- Supplier power level and trend
Charts
- Market share concentration among the top 4 suppliers from 2019-2024
- Supply chain including upstream supplying industries and downstream buying industries, flow chart
Detailed analysis
- Factors impacting the industry’s level of concentration, such as business distribution, new entrants, or merger and acquisition activity.
- Key success factors for businesses to manage the competitive environment of the industry.
- Challenges that potential industry entrants face such as legal, start-up costs, differentiation, labor/capital intensity and capital expenses.
- Key success factors for potential entrants to overcome barriers to entry.
- Competitive threats from potential substitutes for the industry’s own products and services.
- Key success factors for how successful businesses can compete with substitutes.
- Advantages that buyers have to keep favorable purchasing conditions.
- Advantages that suppliers have to maintain favorable selling conditions.
- Key success factors for how businesses can navigate buyer and supplier power.
Companies
Learn about the performance of the top companies in the industry.
Analyst insights
Dm-drogerie GmbH & Co. KG has the highest market share in the industry. The company operates more than 3,700 shops in 13 countries.
In this chapter
- Market Share Concentration
- Companies
- Company Spotlights
Charts
- Industry market share by company in 2020 through 2024
- Major companies in the industry, including market share, revenue, profit and profit margin in 2024
- Overview of dm-drogerie markt Verwaltungs-GmbH's performance by revenue, market share and profit margin from 2018 through 2024
- Overview of Dirk Rossmann GmbH's performance by revenue, market share and profit margin from 2018 through 2024
- Overview of Kirk Beauty One GmbH's performance by revenue, market share and profit margin from 2018 through 2024
- Overview of revenue, market share and profit margin trend for 2 additional companies
Detailed analysis
- Description and key data for dm-drogerie markt Verwaltungs-GmbH, and factors influencing its performance in the industry
- Description and key data for Dirk Rossmann GmbH, and factors influencing its performance in the industry
- Description and key data for Kirk Beauty One GmbH, and factors influencing its performance in the industry
- Description, key data and performance trends for 2 additional companies
External Environment
Understand the demographic, economic and regulatory factors that shape how businesses in an industry perform.
Analyst insights
Regulation (EC) No. 1223/2009 on cosmetic products is particularly relevant for the industry. It provides rules on composition, labelling and packaging and serves to protect ...
In this chapter
- External Drivers
- Regulation & Policy
- Assistance
Key metrics
- Regulation & policy level and trend
- Assistance level and trend
Charts
- Regulation & Policy historical data and forecast (2014-2029)
- Assistance historical data and forecast (2014-2029)
Detailed analysis
- Demographic and macroeconomic factors influencing the industry, including Regulation & Policy and Assistance
- Major types of regulations, regulatory bodies, industry standards or specific regulations impacting requirements for industry operators
- Key governmental and non-governmental groups or policies that may provide some relief for industry operators.
Financial Benchmarks
View average costs for industry operators and compare financial data against an industry's financial benchmarks over time.
Analyst insights
The profit margin of the individual industry players can vary greatly. Perfumeries tend to have higher profit margins than drugstores, which offer a much broader range of dif...
In this chapter
- Cost Structure
- Financial Ratios
- Key Ratios
Key metrics
- Profit margin, and how it compares to the sector-wide margin
- Average wages, and how it compares to the sector-wide average wage
- Largest cost component as a percentage of revenue
- Industry average ratios for days' receivables, industry coverage and debt-to-net-worth ratio
Charts
- Average industry operating costs as a share of revenue, including purchases, wages, depreciation, utilities, rent, other costs and profit in 2024
- Average sector operating costs as a share of revenue, including purchases, wages, depreciation, utilities, rent, other costs and profit in 2024
- Investment vs. share of economy
Data tables
- Cash Flow & Debt Service Ratios (2014-2029)
- Revenue per Employee (2014-2029)
- Revenue per Enterprise (2014-2029)
- Employees per Establishment (2014-2029)
- Employees per Enterprise (2014-2029)
- Average Wage (2014-2029)
- Wages/Revenue (2014-2029)
- Establishments per Enterprise (2014-2029)
- IVA/Revenue (2014-2029)
- Imports/Demand (2014-2029)
- Exports/Revenue (2014-2029)
Detailed analysis
- Trends in the cost component for industry operators and their impact on industry costs and profitability
Key Statistics
Industry Data
Data Tables
Including values and annual change:
- Revenue (2014-2029)
- IVA (2014-2029)
- Establishments (2014-2029)
- Enterprises (2014-2029)
- Employment (2014-2029)
- Exports (2014-2029)
- Imports (2014-2029)
- Wages (2014-2029)
Methodology
How are IBISWorld reports created?
IBISWorld has been a leading provider of trusted industry research for over 50 years to the most successful companies worldwide. With offices in Australia, the United States, the United Kingdom, Germany and China, we are proud to have local teams of analysts that conduct research, data analysis and forecasting to produce data-driven industry reports.
Our analysts start with official, verified and publicly available sources of data to build the most accurate picture of each industry. Analysts then leverage their expertise and knowledge of the local markets to synthesize trends into digestible content for IBISWorld readers. Finally, each report is reviewed by one of IBISWorld’s editors, who provide quality assurance to ensure accuracy and readability.
IBISWorld relies on human-verified data and human-written analysis to compile each standard industry report. We do not use generative AI tools to write insights, although members can choose to leverage AI-based tools within the platform to generate additional analysis formats.
What data sources do IBISWorld analysts use?
Each industry report incorporates data and research from government databases, industry-specific sources, industry contacts, and our own proprietary database of statistics and analysis to provide balanced, independent and accurate insights.
Key data sources in Germany include:
- German Federal Statistics Office (Destatis)
- European Statistics Office (Eurostat)
- United Nations Comtrade
Analysts also use industry specific sources to complement catch-all sources, although their perspective may focus on a particular organization or representative body, rather than a clear overview of all industry operations. However, when balanced against other perspectives, industry-specific sources provide insights into industry trends.
These sources include:
- Industry and trade associations
- Industry federations or regulators
- Major industry players annual or quarterly filings
Finally, IBISWorld’s global data scientists maintain a proprietary database of macroeconomic and demand drivers, which our analysts use to help inform industry data and trends. They also maintain a database of statistics and analysis on thousands of industries, which has been built over our more than 50-year history and offers comprehensive insights into long-term trends.
How does IBISWorld forecast its data?
IBISWorld’s analysts and data scientists use the sources above to create forecasts for our proprietary datasets and industry statistics. Depending on the dataset, they may use regression analysis, multivariate analysis, time-series analysis or exponential smoothing techniques to project future data for the industry or driver. Additionally, analysts will leverage their local knowledge of industry operating and regulatory conditions to impart their best judgment on the forecast model.
IBISWorld prides itself on being a trusted, independent source of data, with over 50 years of experience building and maintaining rich datasets and forecasting tools. We are proud to be the keystone source of industry information for thousands of companies across the world.
Learn more about our methodology and data sourcing on the Help Center.
Frequently Asked Questions
Unlock comprehensive answers and precise data upon purchase. View purchase options.
What is the market size of the Cosmetics & Toiletries Retailers industry in Germany in 2024?
The market size of the Cosmetics & Toiletries Retailers industry in Germany is €21.5bn in 2024.
How many businesses are there in the Cosmetics & Toiletries Retailers in Germany industry in 2024?
There are 2,087 businesses in the Cosmetics & Toiletries Retailers industry in Germany, which has declined at a CAGR of 4.6 % between 2019 and 2024.
Has the Cosmetics & Toiletries Retailers industry in Germany grown or declined over the past 5 years?
The market size of the Cosmetics & Toiletries Retailers industry in Germany has been growing at a CAGR of 0.6 % between 2019 and 2024.
What is the forecast growth of the Cosmetics & Toiletries Retailers industry in Germany over the next 5 years?
Over the next five years, the Cosmetics & Toiletries Retailers industry in Germany is expected to grow.
What are the biggest companies in the Cosmetics & Toiletries Retailers market in Germany?
The biggest companies operating in the Cosmetics & Toiletries Retailers market in Germany are dm-drogerie markt Verwaltungs-GmbH, Dirk Rossmann GmbH and Kirk Beauty One GmbH
What does the Cosmetics & Toiletries Retailers in Germany include?
Retail sale of cosmetic products and Retail sale of personal care products are part of the Cosmetics & Toiletries Retailers industry.
Which companies have the highest market share in the Cosmetics & Toiletries Retailers in Germany?
The company holding the most market share in Germany is dm-drogerie markt Verwaltungs-GmbH.
How competitive is the Cosmetics & Toiletries Retailers industry in Germany?
The level of competition is high and steady in the Cosmetics & Toiletries Retailers industry in Germany.
