Most popular shower gel brands in Germany 2020

Shower gels and shower additives from Nivea and Nivea MEN were the most popular among German consumers in 2020. Nivea is generally a consistent winner among personal care brands in Germany, as well as being internationally successful. Dove and Duschdas, a Unilever brand, were also popular choices.

Squeaky clean

Revenues from bath and shower additives in Germany have grown in recent years, amounting to 892 million euros in 2019. However, they are not the leading revenue winners among body care products in Germany. These would be hair and skin care products, as well as make-up and oral hygiene. Still, bath and shower products belong to the body care range regularly used by consumers.

In the top 5

Most German customers do their cosmetics and body care shopping in drugstores. The worldwide leader on the cosmetics and personal care market is the U.S., followed by China and Japan. Germany places as sixth country on the list.

Ranking of the most popular shower gels and additives (used in the last three months) in Germany from 2017 to 2020

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Release date

November 2020

More information

Region

Germany

Survey time period

2017 to 2020

Age group

14 years and older

Special properties

German-speaking population

Method of interview

Computer-assisted personal interviews (CAPI)

Supplementary notes

* First asked in 2015.
**Not asked since 2016.
*** First asked in 2018.

Information on total sample:
2017: 23,106 respondents, projected base of 70.09 million people.
2018: 23,086 respondents, projected base of 70.45 million people.
2019: 23,120 respondents, projected base of 70.60 million people.
2020: 23,138 respondents, projected base of 70.63 million people.

The figures refer to the following studies:
2017: VuMA 2018; 2018: VuMA 2019; 2019: VuMA 2020; 2020: VuMA 2021

You can find more information on the methodology of the study here.

This question was asked in the survey in the following wording:. "Which of the following brands of bath/ showering additions have you used within the last three months? "

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