Finally going out again.

Despite many concerns, this motto seems to apply particularly well to the situation on the market for beauty and household care products in the third year of the pandemic.

Fragrances proved to be big hits at the German tills this year, with a sales increase of 33.8 percent compared to the previous year, as well as decorative cosmetics (16 percent) and deodorants (8.2 percent).

The industry association IKW announced this at a press conference on Thursday.

But for many people, clean clothes are obviously part of it when they meet up with friends or go to work in the office: the demand for detergents has also increased significantly.

Kerstin Papon

Editor in Business.

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Lipsticks, which have long been known as a crisis indicator and a small luxury in difficult times, were particularly popular.

The Germans even spent 61 percent more on the bright color on their lips.

An increase of 12.5 percent was calculated for eye shadow, kajal and mascara.

And this despite the fact that consumers are less willing to buy due to inflation and worries about the future, and that household budgets are often tight.

According to the IKW, surveys show that the products of the industry are important for many people in order to feel good.

They boosted self-confidence.

Cleaning also makes a lot of people happy.

But consumers have to save and are creative: private labels are particularly popular.

This also applies to the continued trend towards more sustainability.

Only in the case of particularly important things such as lipsticks could brand manufacturers have increased significantly, it said.

In addition, consumers no longer primarily pay attention to quality, but to price.

On the other hand, there was less demand for products that are mainly used at home, such as masks, bath additives, room fragrances or cleaning agents.

Outliers downwards: Soaps and Co. with minus 8 percent.

These products were particularly in demand in the first year of the pandemic, 2020, and had apparently not yet been completely used up, it said.

In addition, hand washing may have decreased.

Overall, according to IKW, the value of cosmetics and detergents, care and cleaning products sold in 2022 rose by 7.9 percent to 30.1 billion euros - a record.

Domestically, consumers spent 19.5 billion euros (plus 4.2 percent).

For beauty care, the plus is 5.4 percent to 14.3 billion euros, for household products 0.9 percent.

Exports have increased particularly significantly: by 15.6 percent to 10.6 billion euros.

Nevertheless, according to IKW, the economic situation of the companies has clouded over considerably.

The main reason is higher costs for energy and raw materials.

The predominantly medium-sized industry is under a lot of pressure.

The vast majority of member companies name the cost burden as the greatest economic challenge.

Many expressed concern about difficult procurement of raw materials and disrupted supply chains.

Despite high inflation and the expected recession, the industry expects sales to increase by 2.5 percent in 2023.

Because beauty remains important even in difficult times.