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. The winners in terms of sales revenues among these products are surface cleaners (plus 35.5 percent), dishwashing products (plus 16.5 percent) and heavy-duty and/or general-purpose detergents (plus 7.5 percent). 

The export business decreased by 18 percent to EUR 4.1 billion.3 In this connection the value of exported beauty care products dropped by 12 percent, whilst home care remained almost on the level of the prior year period with minus 0.8 percent. The general consideration of domestic and export sales revenues shows for the IKW member companies a decline by 6.2 percent to EUR 12.2 billion on a half-year comparison basis. 

IKW Director General Thomas Keiser: “During the crisis beauty and home care products have proven themselves as reliable everyday helpers. Our member companies continue to do their utmost to ensure uninterrupted supplies of soap, cleaning products and disinfectants during the crisis.” 

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1 IKW estimate total market based on GfK, IRI and own surveys 
2 Source per-capita spending 01-06/2020: GfK  
3 Source export numbers: Federal Statistical Office  

About IKW 

The German Cosmetic, Toiletry, Perfumery and Detergent Association, with headquarters in Frankfurt am Main, was founded in 1968. It represents the interests of more than 430 companies from the fields of beauty and home care on a national and European level. The industry generates sales revenues of more than EUR 18 billion and employs a workforce of approximately 500,000 people in the value chain. The member companies cover approximately 95% of the market. 

IKW is the contact partner for its member companies, ministries, public authorities, consumers, institutions and associations as well as for the media as far as scientific, regulatory or business topics are concerned. Experts of the competence partners Beauty Care and Home Care within IKW provide competent answers on questions concerning skin and hair care, beauty and self-esteem as well as hygiene and cleaning. More information on 

Zrzut ekranu 2020 09 02 o 10.42.20

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