This report examines new product development (NPD) activity within the Beauty, Health and Home categories in Germany’s e-commerce market in 2024. Using data from Euromonitor’s Innovation platform, it highlights new brand and sub-brand launches, trending attributes and claims, and product inactivity rates - offering insights into what captures or misses consumer interest.
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Overview:
This Innovation Country Report is part of a series of reports providing data and analysis on new product launch activity across digital shelf across Food and Nutrition and Beauty, Health and Home categories. The reports explore what type of innovation is happening and in which retailers across selected geographies.
The data contained in these reports are based on Euromonitor’s Innovation platform - an AI-powered platform that identifies and tracks new brand and sub-brand launches across the global digital shelf from January 2021 onwards. It monitors their expansion over time into new countries, retailers and categories, and also shows if they have been discontinued.
The Innovation in Germany report includes:
Data and analysis on new brand and subbrand launches at online retailers within specific country across:
- Food and Nutrition categories, such as Packaged Food, Soft Drinks, Hot Drinks, Alcoholic Drinks, and Pet Care;
- Beauty, Health and Home categories, such as Consumer Health, Beauty and Personal Care, Tissue and Hygiene, and Home Care.
The Innovation in Germany report answers:
- Is specific country a pacesetter or follower in terms of new product launches across specific industries?
- What industries lead in terms of new product launches within specific country?
- What type of innovation is happening within specific industries and categories?
- What are the examples of some of the innovations across the categories?
- Which retailers are leading in new product launches within specific country?
Snapshot of NPD activity across Beauty, Health and Home categories in Germany
Growing consumer interest in natural and health-focused beauty fuels new launches
Botanical ingredients and environmental-consciousness at the forefront of innovation
Key attributes: Hydration and sensitive skin care-related claims lead
Natural ingredients and eco-friendly packaging fuels new launches
Brands innovate around healthy aging and lifestyle-focused solutions
Fewer and more refined new launches hit online shelves amid economic pressures
Key attributes: Immune system-focused products fuel new launches
NPD focuses on natural solutions for healthy longevity
Eco-consciousness and functionality drives new launches in private label
NPD performance varies across home care categories
Key attributes: Broader sustainability claims remained most prevalent
Efficiency and natural formulations at the heart of innovation
Convenience, efficiency and sustainability are core drivers of innovation
New nappies/diapers/pants launches on the rise year on year
Key attributes: Natural scents among the leading claims, offering growth potential
Eco-friendliness and high-efficiency are key features in NPDs
Monitoring Innovation for business growth
Passport Innovation: Methodology
Passport Innovation: What's covered?
Passport Innovation retailer coverage
Buy Innovation reports to:
- To understand what type of innovation and where is happening across the broader category scope
- To gain insights into how new product launches are aligned with changing consumer preferences and what needs remain unmet
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