IKW Conference 2025

What drives tomorrow’s consumers – and how can brands stay ahead?

In this presentation, Mintel Associate Director for Beauty, Personal and Household Care, Susanne Krenz, explores the key trends shaping the future of the beauty, personal care and household care categories in the German market. From evolving consumer behaviours to shifting market dynamics and emerging innovation trends, she unpacks the insights that matter most. Backed by robust data and expert analysis, this session offers a clear view on how brands can respond to rising expectations around sustainability, self-care, and performance — and where real opportunities lie for growth in a landscape defined by economic uncertainty and the rising cost of living.

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