Shaving preparations market in Germany

Earlier Report Observations

In 2018, the market for shaving preparations in Germany was valued at 85.1 million US dollars. Established brands like L’Oréal Men Expert focused on performance-oriented pre-shave gels, oils, and creams, while consumer preferences began shifting toward natural, alcohol-free, and moisturizing products designed to prevent razor burn and skin irritation. The market size then contracted over the following years, falling to 55.6 million in 2019 and 48.0 million in 2020.

After a brief recovery to 53.8 million in 2021, the market resumed its decline, dropping to 42.4 million in 2022 and 32.5 million in 2023. During this period, industry sources highlighted a growing awareness of men's grooming and skin protection, as well as an increase in bio and natural product labeling, though these trends did not offset the overall reduction in market value.

The market rebounded to 50.4 million US dollars in 2024. This growth was driven by the entry of new players such as Maneuver and MENZ with luxury and organic care lines, alongside rising consumer demand for natural, alcohol-free, and moisturizing pre-shave preparations. The expansion of the pre-shave oil segment, which offers improved skin conditioning and razor glide, and the increased importance of online distribution channels further supported the market's recovery.

Production shaving preparations in Germany

In value, 2017-2020, M $ US

Germany's production of shaving preparations declined for the second year in a row. In 2020, output was valued at 74.8 M $ US, marking a 14.2% decrease from the previous year. Over the 2017-2020 period, production fell by 22.8%, with an annualized decline rate of 8.3%. The highest production value was recorded in 2018 at 109.4 M $ US, which also saw the largest increase of 12.9%. The most significant drop occurred in 2019, with a 20.3% decrease.

Annual dynamics of production in Germany in value, 2017-2020, M $ US

Exports shaving preparations from Germany

Exports in kind, M unit

Germany's exports of shaving preparations in physical terms declined for the second consecutive year. In 2020, the country exported 83.2 M units, which is 3.1% lower than the year before. Between 2017 and 2020, exports decreased by 16.1%, translating to an annualized decline of 5.7%. The peak was in 2018 with 99.5 M units, which also saw a slight increase of 0.3%. The largest decline was recorded in 2019, with a 13.7% drop.

Annual dynamics of product's exports from Germany in kind, 2017-2020, M unit

From 2017 to 2020, Poland, the Netherlands, and the United Kingdom were among the largest buyers of shaving preparations from Germany in physical terms, accounting for 17.2%, 10.6%, and 6.0% of exports, respectively. However, even combined, they represented just 33.7% of total exports, indicating a highly diversified partner base.

Structure of product's exports in kind by countries, 2017-2020

World map of product's exports from Germany in kind, 2017-2020

Exports in value, M $ US

Germany's exports of shaving preparations in value terms declined for the second year in a row. In 2020, exports were recorded at 90.3 M $ US, which is 11.5% lower than the previous year. Over the 2017-2020 period, exports decreased by 13.4%, with an annualized decline rate of 4.7%. The highest value was in 2018 at 114.9 M $ US, which also saw the largest increase of 10.1%.

Annual dynamics of product's exports from Germany in value, 2017-2020, M $ US

During 2017-2020, shaving preparations from Germany were supplied to a wide range of markets. Even the largest destinations—Poland, the Netherlands, and Switzerland—together accounted for only 32.3% of total exports in value terms, highlighting the diversity of Germany's export partners.

Structure of product's exports in value by countries, 2017-2020

World map of product's exports from Germany in value, 2017-2020

Imports shaving preparations to Germany

Imports in kind, M unit

Germany's imports of shaving preparations in physical terms showed notable fluctuations from 2017 to 2020. Volumes varied 2.2 times, with the low in 2017 and the high in 2020. In 2020, imports totaled 156.8 M units, representing a 94.0% increase from the previous year. The largest decline was in 2019, with a 42.8% drop, while the largest increase was in 2018, with a 95.9% rise.

Annual dynamics of product's imports to Germany in kind, 2017-2020, M unit

From 2017 to 2020, three main markets—Belgium, Poland, and Italy—together absorbed 78.1% of Germany's total imports of shaving preparations in physical terms.

Structure of product's imports in kind by countries, 2017-2020

World map of product's imports to Germany in kind, 2017-2020

Imports in value, M $ US

Germany's imports of shaving preparations in value terms declined for the second consecutive year. In 2020, imports amounted to 63.5 M $ US, showing a moderate decline of 10.0% compared to 2019. Over the 2017-2020 period, imports decreased by 28.4%, with an annualized decline rate of 10.5%. The peak was in 2018 at 90.6 M $ US, which also saw a slight increase of 2.2%. The largest decline occurred in 2019, with a 22.1% drop.

Annual dynamics of product's imports to Germany in value, 2017-2020, M $ US

From 2017 to 2020, shaving preparations were imported into Germany from a broad set of markets. Poland, Belgium, and France were the top sources, accounting for 18.7%, 14.6%, and 13.9% of imports in value terms, respectively. Together, they represented only 47.3% of total imports, with many smaller destinations making up the remaining 52.7%.

Structure of product's imports in value by countries, 2017-2020

World map of product's imports to Germany in value, 2017-2020