Women's make-up: brand vs price awareness Germany 2021

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In 2021, around 31 percent of respondents to a survey conducted in Germany paid more attention to the brand than the price when buying women's decorative cosmetics and make-up.

The consumption and media analysis (Verbrauchs- und Medienanalyse) VuMA provides information on more than 1,000 brands and almost all products advertised in the media. The report provides data on usage and shopping behavior, media usage as well as opinions and attitudes of the German-speaking population aged 14 years and older.

When buying women's decorative cosmetics and make-up, do you pay more attention to the brand or the price?

Characteristic	Brand	Price	Cannot say
-	-	-	-
-	-	-	-
-	-	-	-
-	-	-	-
-	-	-	-

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Release date

November 2021

More information

Region

Germany

Survey time period

2014 to 2021

Age group

14 years and older

Special properties

German-speaking population

Method of interview

Computer-assisted personal interviews (CAPI)

Supplementary notes

Information on main sample:
Base: German-speaking population aged 14 years and older

Information on total sample:
2017: 23,106 respondents, representing 70.09 million people
2018: 23,086 respondents, representing 70.45 million people
2019: 23,120 respondents, representing 70.60 million people
2020: 23,138 respondents, representing 70.63 million people
2021: 23,299 respondents, representing 70.54 million people

The figures displayed refer to the following reports:
2017: VuMA 2018; 2018: VuMA 2019; 2019: VuMA 2020; 2020: VuMA 2021; 2021: VuMA 2022

Further information on methodology available here and in the report.

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