Germany: 20 most chosen health & beauty brands 2021

This statistic presents the leading twenty health and beauty brands ranked by consumer reach points (a measure of brand penetration and consumer choice) in Germany in 2021. That year, Nivea was the leading brand for health and beauty in Germany, with approximately 167 million consumer reach points. Always and Dove ranked in second and third place, with 49 million and 44 million consumer reach points, respectively.

Leading 20 health and beauty brands ranked by consumer reach points in Germany in 2021 (in millions)

Characteristic	Consumer reach points* in millions
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Release date

May 2022

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Region

Germany

Survey time period

2021

Supplementary notes

*Consumer reach points are a metric used to measure which brands shoppers are choosing to buy and why. It is calculated by looking at three main indicators:
1. Population: the number of households in a country.
2. Penetration: the share of households buying a brand.
3. Consumer choice: the number of interactions with a brand across categories in a year.

Date of release is date of consultation.

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