Booming Sales in the Cosmetics and Home Care Sector

Germans are spending more in beauty and household care articles than in the previous years. The German Cosmetic, Toiletry, Perfumery and Detergent Association, IKW, forecasts a 2.4 percent sales growth in cosmetics and personal care products for 2015.

According to the IKW German retailers will register a turnover of 13.4 billion euro in beauty and home care products in 2015; 30 million euros more than in 2014. The strongest products are hair products as well as skin and face care articles, which will record a turnover of approximately three billion euros. The hair care market is expected to maintain its already high level while sales of creams, lotions, etc. are anticipated to increase by five percent.

Especially decorative cosmetics, bath and shower products, oral and dental care products, as well as soaps and syndets, are projected to be the growth drivers in the sector. Similarly, sales of both baby care and men and women perfumes are showing a rising turnover. Only deodorants, aftershaves and shaving care and depilatory products are showing slow growth.

Detergents and cleaning products also expected to record an increase in turnover in 2015. The segment will be reporting a turnover growth of approximately 4.5 billion euros, 100 million euros more than in 2014. Sales of detergents will increase by 1.2 percent to 1.2 billion euros. Furthermore, sales of special laundry detergents and other laundry products are expected to rise by 2.3 percent and 2.1 percent respectively. Dishwasher detergents as well as house cleaning, leather and auto care products will remain either the same or will experience a small growth.

The IKW is also optimistic about 2016 as it is forecasting sales in the sector to grow further.