Beauty and home care: domestic sales revenues grow. Exports plummet


IKW Director General


Products from the fields of beauty and home care have been much sought-after companions in daily life during the first half-year 2020. Hand washing as one of the central hygiene measures during the Covid-19 crisis has resulted in significant increases in sales revenues for soaps and syndets. By contrast, there was a lower demand for make-up, lipstick & Co. as well as fragrances. The call “Stay at home”, increased home office and short-time work as well as closed canteens, student cafeterias and restaurants have led to higher sales revenues for detergents and dishwashing products for private consumption. Moreover, the demand for surface cleaners has been rising. Altogether, domestic sales revenues have been growing during the first half-year 2020 compared to the prior year period by 3.9 percent to EUR 8.1 billion. 

The business is heavily burdened by the currently difficult situation in exports. Foreign trade has recorded losses in sales revenues across major product categories. Exports have dropped altogether by 

18 percent to EUR 4.1 billion. On balance, there is a noticeable decline for the industry.

The German Cosmetic, Toiletry, Perfumery and Detergent Association (IKW) estimates that the sales revenues generated during the first six months of the year in Germany with beauty and home care products amount to EUR 8.1 billion (1).


This corresponds to 3.9 percent more compared to the prior year period. According to this estimate, the market for beauty care products rose from January to June by little less than one percent to EUR 5.5 billion. During the same period people in Germany purchased home care products with a value of EUR 2.6 billion – a plus of 12 percent.


Consumers in Germany have continued to spend on average EUR 84 to look good and for their personal hygiene (2). 

They particularly often used soaps and syndets, whose sales revenues almost doubled with an increase of 86.4 percent. Oral hygiene rose by 5 percent. Lower sales revenues have been recorded by decorative cosmetic products (minus 13.8 percent) and men’s and women’s fragrances (minus 24.8 percent). By contrast, consumer spending for detergents and cleaning agents increased by 12 percent to now EUR 50.