The market value of beauty and personal care in Western and Eastern Europe grew in the past six years. In Western Europe, the market value amounted to approximately 86 billion euros in 2017, whereas Eastern Europe saw it rise to roughly 20 billion euros. Furthermore, both premium and mass markets in Western Europe showed a positive growth rate of roughly one percent back in 2014. When looking at the body care market from a country-specific point of view, Germany saw a year-on-year increase in the revenue of body care products, 2016 was the best year with a generated revenue of 12.33 billion euros. The best-performing body care products in Germany were hair and skin care products, both with a revenue of three billion euros. In Italy, deodorants and antiperspirants saw the highest consumption, generating approximately 410 million euros in sales.
Looking at personal and body care market leader Beiersdorf, their revenue increased to roughly 6.7 billion euros in 2016, of which half was generated in Europe at almost 3.4 billion euros. Within the Beiersdorf product line, Nivea is one of the flagship brands. Its popularity is confirmed by various consumer surveys conducted in European countries, such as on the most popular deodorant brands in Germany, indispensable personal care brands in the Netherlands, or favorite health and beauty brands of young people in the UK. In Germany, 22.9 percent of respondents said that Nivea/Nivea men was their favorite deodorant brand, whereas a slightly different survey in the Netherlands showed that Nivea was seen as an indispensible personal care brand among 43 percent of respondents. In the U.K., Nivea, together with Dove (Unilever), got the highest rates, with 80 percent of respondents liking or loving both brands.
Since the body care industry is a competitive one, it is difficult for newcomers to find their spot in the market. However, new technologies and trends give them opportunities to stand out in the crowd. An example is the global natural cosmetic market. If in 2007 the market value amounted to 6.8 billion U.S. dollars, in 2017 this more than doubled to 14.8 billion U.S. dollars. Natural cosmetics, together with sustainable, eco-friendly and other product developments, can provide new openings in this already competitive market.