Mintel research conducted between 21-28 April showed that 82% of German women anticipate spending about the same as they usually would on beauty and toiletries over the next month.
After a month at home, sentiments towards spending on some consumer categories like beauty are beginning to normalise.
The German government announced on 15 April consideration of a plan to gradually phase society back into public life over the coming months, albeit with restrictions.
For the foreseeable future it seems beauty retailers will have to continue to focus their efforts online, guiding consumers through this habit change.
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Written by Gwen Osserman, a leading analyst in the beauty and personal care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
German consumers want it all for less – less time, effort and money. As women intend to maintain usual spend amidst the Covid-19 outbreak, brands must adapt online.
For more information on Mintel's report, click here.