Most popular women's personal care products Germany 2021

In 2021, around 84.3 percent of women in the German-speaking population aged 14 and over used hand cream at least several times a month. As in previous years, body milk and lotion as well as care day creams and serums followed in second and third place.

The consumption and media analysis (Verbrauchs- und Medienanalyse) VuMA provides information on more than 1,000 brands and almost all products advertised in the media. The report provides data on usage and shopping behavior, media usage as well as opinions and attitudes of the German-speaking population aged 14 years and older.

Most popular women's personal care products (used at least several times per month) in Germany from 2018 to 2021

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Release date

November 2021

More information

Region

Germany

Survey time period

2018 to 2021

Age group

14 years and older

Special properties

German-speaking population; women

Method of interview

Computer-assisted personal interviews (CAPI)

Supplementary notes

Information on total population:
Base: German-speaking population aged 14 years and older

Information on total sample:
2018: 23,086 respondents, representing 70.45 million people
2019: 23,120 respondents, representing 70.60 million people
2020: 23,138 respondents, representing 70.63 million people
2021: 23,299 respondents, representing 70.54 million people

These figures refer to the following studies:
2018: VuMA 2019; 2019: VuMA 2020; 2020: VuMA 2021; 2021: VuMA 2022

Further information on methodology can be found here. Multiple answers were possible. For this reason, the sum of the percentages may exceed 100%.

This statistic is the result of an analysis result calculated on the basis of various characteristics of the survey; the question itself was not posed directly. In the survey, the participants had to state how often they used the cosmetic products mentioned above. For each cosmetic product, this statistic shows the share of respondents who chose the options "daily", "several times a week", "approx. once a week" or "several times a month" in the survey.

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