COMPETITIVE LANDSCAPE
Procter & Gamble and Philips continue to dominate, but see stronger competition
Personal care appliances in Germany is relatively concentrated, with Procter & Gamble Germany GmbH & Co Operations oHG (Braun, Oral-B) holding a significant retail volume share of 39% in 2025, followed by Philips GmbH with 21%. Although the top two players dominated in 2025, they saw marginal retail volume share declines, while third-placed Dyson GmbH gained traction.
SharkNinja competes directly with Dyson in hair care appliances
Fourth-placed SharkNinja Germany GmbH is a player that reported steep growth in personal care appliances in Germany in previous years, and it maintained double-digit retail volume growth in 2025, seeing a strong rise in its share. This is due to its offering of innovative products that cater to consumers' needs.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Personal Care Appliances industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Personal Care Appliances industry in Germany, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Personal Care Appliances in Germany report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Personal Care Appliances in Germany?
- Which are the leading brands in Germany?
- How are products distributed in Germany?
- To what extent has COVID-19 and accordant macroeconomic and retail disruption impacted demand?
- How are considerations such as urban development and the rise in single-person households determining sales growth?
- Where is future growth expected to be most dynamic?
Personal Care Appliances in Germany - Category analysis
KEY DATA FINDINGS
Innovation, premiumisation, and rising disposable incomes drive volume growth
Philips drives growth with innovative subscription services
Innovative technologies and changing trends drive varied performances
Dreame drives innovation with multifunctional hair stylers
Product innovation and new technology set to drive growth and category shifts
Sustainability and energy efficiency expected to be an increasingly important factor
“Try and Buy” could be expanded to lower barriers to entry
Procter & Gamble and Philips continue to dominate, but see stronger competition
SharkNinja competes directly with Dyson in hair care appliances
Appliances and electronics specialists leads as consumers like to see products in person
Retail e-commerce gains traction due to wide product range and competitive prices
Consumer Appliances in Germany - Industry Overview
Low volume increase, while premiumisation and technology drive higher value growth
Premium features drive value growth despite muted volume increase
Smart and AI-powered consumer appliances increasingly favoured
Consumers seek multifunctional, compact products to save space and offer convenience
Premiumisation expected to drive growth
Dynamism for heat pumps due to energy efficiency and cost savings
Smart technologies and multifunctionality to shape the future
Leading manufacturers maintain strength through innovation and distribution
SharkNinja raises the competition, and opportunities remain
Appliances and electronics specialists leads offline sales with premium offerings
The rise of retail e-commerce and further prospects for omnichannel retailing
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Personal Care Appliances
- Body Shavers
- Electric Facial Cleansers
- Hair Care Appliances
-
- Battery Toothbrush Units
- Electric Toothbrush Units
- Other Oral Care Appliances
- Other Personal Care Appliances
Personal Care Appliances
Personal care includes hair care appliances, body shavers, electric facial cleansers, oral care appliances and other personal care appliances.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Personal Care Appliances research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!