Cosmetic, hair & body care: use by men Germany

In 2023, almost 53 percent of men in Germany had used aftershave lotion or aftershave within the last seven days. Around 48 percent had used shaving foam or gel from a can. The figures are based on a survey conducted in Germany from 2021 to 2023.
The Allensbach Market and Advertising Media Analysis (Allensbacher Markt- und Werbeträgeranalyse or AWA in German) determines attitudes, consumer habits and media usage of the population in Germany on a broad statistical basis.

Which of these cosmetic, hair and body care products did you use in the last seven days?

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Release date

June 2023

More information

Region

Germany

Survey time period

2021 to 2023

Age group

14 years and older

Special properties

German-speaking men

Supplementary notes

¹ Category first added in 2022.

Information on mean sample:
Base: German-speaking population aged 14 years and older in private households at the main place of residence in the Federal Republic of Germany.

Information on total sample:
2021: 22,563 respondents, representing 70.54 million people
2022: 23,015 respondents, representing 70.60 million people
2023: 23,524 respondents, representing 70.08 million people

Further information available here.

This question was phrased by the source as follows: "This list includes various cosmetic and body care products. Which of these have you personally used in the last seven days?"

Multiple answers were possible, therefore percentage points may exceed 100 percent.

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