Cosmetic industry
Foaming sales despite crises – but export brakes
Despite the stimulus and crises, sales with shampoo, deodorants and Co. in Germany are growing. But export weakens. And manufacturers also see problems in this country.
Growth against the trend: The manufacturers of cosmetics and household cleaners increased their sales by 3.6 percent to 17.8 billion euros in the first half of 2025. The domestic business alone, as reported by the IkW industry association, ensured that growth compared to the same period: While the domestic market was able to increase 6.9 percent to 11.9 billion euros, there was a further decline of 3.0 percent in abroad with a turnover of 5.9 billion euros.
“Export suffers from the geopolitical situation- for many of our companies, this is an existential challenge,” says the managing director of the industrial association of personal care and detergent (IKW), Thomas Keizer.
Sales expected in the year as a whole
The Association had predicted growth in 2025: According to the forecast from December, the domestic business should increase by 2.3 percent to around 23.4 billion euros.
The association explains that the growth rates are no longer as large as in previous years with increased costs, for example for energy and raw materials as well as increasing bureaucracy. “Oboberry paralyzes innovation and weakens Germany,” says Keiser.
Last year, consumers at home and abroad spent 34.6 billion euros for shampoo and deodorants as well as detergents and household cleaners from German production.
According to the latest information, the IKW, based in Frankfurt, represents more than 470 companies with around 178,000 employees in production and sales. According to the association, the member companies stand for around 95 percent of the German market.
dpa
Source: Stern
