Germany Personal Care Appliances Market Overview, 2029

In terms of personal care appliance consumption, Germany ranks third globally and first in Europe. Customers are increasingly looking for powerful, inconspicuous personal care products that are also practical. Furthermore, the rising beauty consciousness among men is a crucial element driving the growth of this industry. Rising demand for men's personal care equipment such as trimmers will raise self-care knowledge and make this equipment easier to use, enhancing market demand. Furthermore, emerging corporate fashion trends and high disposable budgets have reshaped men's grooming needs. The demand for styling devices such as hair dryers is rising among female consumers, and in the forecast period market demand is expected to increase during breakthrough innovations in hair dryers offer value-added opportunities for manufacturers. The Super Hair Dryer concept encourages manufacturers to constantly innovate their products. Similarly, Cloud Nine's Airshot is infused with vitamins into a ceramic heating component that nourishes hair. According to a research report, “Germany Personal Care Appliances Market Overview, 2029”, published by Bonafide research, the Germany Personal Care Appliances market is anticipated to grow at more than 5.94% CAGR from 2024 to 2029. The market is segmented on the basis of product type, i.e. hair care, hair removal, oral care & others. Hair care is currently dominating the market with the highest market share. Due to the ongoing innovation and technological transformation, oral care is expected to witness growth during the forecast period. Further, hair care is segmented into hair dryer & hair straightener. Hair straightener is expected to grow with significant market share due to its increased use among women. On the basis of gender, the market is segmented into male, female and others. In which, currently females are dominating the market due to increased use of grooming products like hair dryer, hair straightener, etc. Men Segment is expected to grow at a faster rate during the forecast period. On the basis of Power Supply, market can be segmented into Electric and Battery operated, Electric operated segment hold the majority of share due to its popularity, easy to use, etc. The battery operated segment is forecasted to faster growth as compared to electric operated segment because of its increasing popularity due to convenient usage. Also these appliances are completely portable and travel friendly.

The demand for hair care, hair removal, and oral hygiene products reflects a growing consumer focus on quality and advanced technology. In the hair care segment, brands like Braun and Remington are popular choices for their efficient and effective hair dryers and straighteners. The rise of social media and beauty influencers has amplified the desire for professional-quality styling tools at home. Similarly, hair removal devices such as clippers and trimmers are gaining traction due to their convenience and the growing trend of self-grooming among both men and women. The market for these products is driven by a desire for personal grooming and aesthetics, with consumers willing to invest in high-quality, durable devices. Drugstore brands like Balea (by dm), Alverde, Essence, and Catrice offer affordable, high-quality skincare products, while premium brands like La Roche-Posay, Weleda, and CeraVe are popular choices for those with sensitive skin or specific concerns. In the oral care category, electric toothbrushes dominate the market, with Germany leading in Europe. Brands like Oral-B and Philips Sonicare are widely available, reflecting the increasing awareness of oral hygiene and the effectiveness of electric toothbrushes in plaque removal. Features such as AI technology that monitors brushing habits and provides feedback are particularly appealing to tech-savvy consumers, enhancing the perceived value of these products. Makeup brands like Artdeco, Essence, and Catrice are known for their quality, innovation, and commitment to natural ingredients. Indie German brands like Formel Skin, KOZHYA, and AVE & YOU offer personalized, clean, and sustainable skincare solutions. Rechargeable battery-powered personal care appliances are gaining popularity in Germany due to their convenient usage and travel-friendly nature. Cordless appliances such as hair trimmers, shavers, and epilators are witnessing high market representation among male and female consumers, as they are hassle-free and user-friendly compared to corded personal care appliances. Market leaders are launching cordless devices with long battery life to provide more convenience to users. For instance, in May 2020, Philips introduced the USB cordless beard trimmer BT1215/15 with a stainless steel blade and different length setting options. Electric-powered personal care appliances still maintain a larger share in Germany's market, encompassing a range of products including men's grooming tools, hair devices, facial gadgets, and select oral care appliances. The ascendancy of the electric-powered segment is driven by the burgeoning tide of technological innovations sweeping through the personal care product landscape, catering to the escalating demand for personal care electrical appliances, particularly among the male demographic. Several prominent market players have diversified their product offerings by introducing novel iterations of electric-powered personal care devices. For instance, HTC, a distinguished name in electronic manufacturing, has ventured into the personal care realm with its brand HTC Personal Care, offering a range of electric-powered products. Based on Sales Chanel, the supermarket/hypermarket segment presently holds a major share in the Germany Personal Care Appliances market followed by Specialty Stores, Convenience Stores, E-Commerce/ Online and Others. Some of the well-known supermarkets are Rewe, Edeka, Kaufland, Globus, HIT, and Tegut. Edeka is the biggest supermarket chain in Germany, with over 11,000 stores nationwide. The E-Commerce segment is projected to expand at a remarkable CAGR over the forecast period, which can be attributed to increasing internet penetration rates across Germany. E-commerce platforms offer a wide range of products to their consumers at attractive discounts, and they provide multiple payment options such as net banking, debit cards, and credit cards, which are some of the important factors augmenting the segment's growth.

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Manmayi Raval

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Recent Developments • In June 2021, Panasonic launched a new EH-HS0E: enrich + advanced care hair straightener with high-speed intelligent thermal sensor for flawless style, single-stroke straightening, and unique nanoeTM technology, styles hair to perfection and helps enrich shine and smoothness of hair. • In March 2021, Wahl launched a new Below-the-Belt Trimmer under the name Wahl Manscaper. This trimmer's integrated protection system prevents injuries. The company markets it with the tagline 'No Nicks. No Cuts. No Fear; This has features like a wrap-around safety guard, an adjustable dial that offers 20 different cutting lengths, and finely-ground stainless-steel blades to offer utmost comfort. • In January 2021, Philips launched the new Philips Sonicare 9900 Prestige with SenseIQ technology. The new brush is designed to provide an optimum, personalized cleaning experience by sensing brushing style and offering a truly unique and personalized brushing experience. COVID-19 The COVID-19 pandemic has severely impacted the personal care equipment market in the first two quarters of 2020. The closure of beauty salons around the world due to the implementation of strict lockdown measures by some countries has hampered the expansion of the industry. Increased health concerns and the need to maintain a high level of personal hygiene during the pandemic will Increase the demand for the industry. Considered in this report • Geography: Germany • Historic year: 2018 • Base year: 2023 • Estimated year: 2024 • Forecast year: 2029

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Aspects covered in this report • Germany Personal Care Appliance market with its value and forecast along with its segments • Various drivers and challenges • On-going trends and developments • Top profiled companies • Strategic recommendation By Product • Hair Care • Hair Removal • Oral Care • Others By Power Supply • Wired • Wireless (Battery operated) By Gender • Male • Female • Others By Sales Channel • Supermarkets & Hypermarkets • Specialty Stores • Convenience Stores • E-Commerce The approach of the report: This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and listing out the companies that are present in the market. The secondary research consists of third party sources such as press releases, annual report of companies, analyzing the government generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us we have started verifying the details obtained from secondary sources. Intended audience This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to Personal Care Appliance industry, government bodies and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.