Summary of our market study

The global tattoo market experienced significant growth from 2020, with a valuation of $1.89 billion in 2022 and a projected annual growth rate of 9.43% leading to a projected market size of $3.55 billion by 2029. The European and Anglo-Saxon regions, which include countries such as Germany, Denmark, Spain and Italy, reported high percentages of tattooed populations, with figures reaching almost half the adult population in some cases. In Germany, more specifically, the size of the tattoo studio market is estimated at around 1.2 billion euros, assuming an average of 8,000 studios with average annual sales of 150,000 euros each.

The tattoo industry has experienced a resurgence in popularity, and it is estimated that 27% of the German population will be tattooed by 2021. Social media has become an essential platform for tattoo artists to differentiate themselves in the face of increasing competition. The sector suffered setbacks due to COVID-19, but showed signs of recovery in 2021 as restrictions eased and tattoo studios regained their clientele.

Tattoo market analysis:

Trends and consumer preferences in Germany In recent years, the German tattoo market has experienced a sharp rise in popularity, and the trend shows no signs of abating. As mentioned in the previous text, estimates for 2021 suggest that around a quarter to a third of the German population will be tattooed. This market is developing rapidly and is part of a global industry estimated to be worth just under $2 billion in 2022, and set to continue growing to over $3.5 billion by the end of the decade. In Germany, tattoo studios are a mix of independent companies and large chains, with an estimated 8,000 studios. These studios vary in size and sales, with average annual sales between $50,000 and $200,000 per studio, contributing to an estimated German market size of around $1.2 billion. Customer demographics show that while tattoos are most prevalent among young adults - particularly those aged 25 to 34 - interest extends to different age groups and professional backgrounds. The growing acceptance of tattoos has led to a diversification of the demographic, as people from different professional fields, levels of education, income groups and social backgrounds get tattoos.

Tattoos are seen primarily as a form of self-expression, with over a quarter of men and women getting tattoos to assert their personality. For 10-20% of people, tattoos are also a permanent reminder of loved ones, or a means of fashion fulfillment. The motives behind tattooing are deeply personal, ranging from self-expression and memory to group identity and aesthetics. The most popular tattoo designs in Germany are letters, tribal motifs and floral ornaments, with the arms and back being the most popular areas for tattoos. Black remains the most popular color, although a significant proportion of the population opts for colorful designs.

Despite the diversity of tattoo preferences, satisfaction levels among tattooed people remain high, with almost three-quarters saying they still like their tattoos. However, a small percentage regret their tattoo and wish to have it removed, underlining the importance of making well-considered decisions before getting a tattoo. The tattoo business environment is characterized by a mix of independent studios and chains, with health and safety regulations in place to maintain high hygiene standards. The sector also benefits from events such as tattoo conventions and fairs, which enable artists to showcase their talent and enthusiasts to explore the latest trends and creations. In conclusion, the tattoo market in Germany is robust and growing.

Main tattoo studios in Germany

The German tattoo scene is as diverse as the designs it inks onto the skin, with a range of studios from independent boutiques to large chains, each with its own flair and artistic expertise. Here's an overview of the main players in the German tattoo market, highlighting their distinct characteristics and the experiences they offer tattoo enthusiasts.

Independent tattoo studios:

Craftsmanship and personalization Often run by individuals or small teams, independent tattoo studios account for a significant share of the market. These studios are hubs of creativity, where experienced artists design personalized tattoos for their customers. They're not just workplaces; they're intimate spaces where artists can engage deeply with their customers, understand their story and translate it into bespoke body art. Here are some remarkable independent studios that are energizing the market with their originality and passion for tattooing:

  • Wildcat Tattoo: This studio, with locations in Essen, Cologne, Hamburg, Gronau and Düsseldorf, offers exemplary customer service and showcases the work of several talented artists, ensuring that customers receive tattoos that truly represent their personality. The 4.3 to 4.9 star rating awarded by Google testifies to the importance attached to quality and customer satisfaction.
  • Color Paradise: With locations in Zwickau, Leipzig and Basel, this chain of studios is renowned for its bright, colorful tattoos and professional environment. Customers are drawn to the studio's welcoming atmosphere and skilled artists who specialize in transforming vibrant visions into tattoo reality.
  • Tattoo Family: Located in Hameln, Minden and Lemgo, Tattoo Family stands out for its sense of community and commitment to providing a comfortable tattooing experience. Catering to a variety of styles, the studio prides itself on creating artwork that has meaning and significance for its customers.
  • Tattoo studio chains: Art accessible on a larger scale Tattoo studio chains bring methodical business operations to tattoo art, while maintaining a network of different locations under a unified brand. This enables them to have many skilled artists catering to a wide variety of styles and preferences. These chains' expansion strategies enable them to extend their reach, making professional tattoo services more accessible to people in different geographical areas. Here's an example.
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Summary and extracts

1 Market overview

1.1 Introduction

Tattoos are permanent artistic drawings or patterns that are pricked onto a person's skin using special tools, such as needles or tattoo machines. During this procedure, color pigments are introduced into the middle layer of the skin, called the dermis, to create a permanent image. Tattoos can be created in a variety of sizes, shapes, colors, and styles and often serve as an expression of personality, creativity, membership in certain groups, or the meaning of certain symbols.

Two types of tattoos can be distinguished :

  • Temporary tattoos: these are tattoos in which the inks used fall into the category of cosmetic products. This type of tattoo is not permanent and may fade or wash off over time.

  • Permanent tattoos: These are done by professional tattoo artists and require special inks that are subject to certain regulation. They are permanent and remain visible for a long time.

The market for tattoos is booming worldwide. It is expected to continue growing at an annual rate of 9.43% through 2029. The main demanders are European and Anglo-Saxon countries, where the percentage of tattooed population can reach almost half of the total population.[Fortune Business insights]

Tattoos are also gaining popularity in Germany. Between 2010 and 2018, the percentage of people in Germany who have had experience with tattoos increased from 10% to 18%. Estimates for 2021 suggest that around 27% of the German population will be tattooed. The number of tattoo artists has also increased. The market is now highly competitive, and tattoo artists are increasingly relying on creative communication via social media to set themselves apart.[YouGov]

While the tattooing profession in Germany does not require specific training, tattoo artists must be registered with health authorities and complete training in hygiene and cleanliness standards. This training lasts at least 21 hours and extends over three consecutive days.

The tattoo industry was severely impacted by the Covid 19 pandemic. During the lockdowns, tattoo studios were forced to suspend operations. Some studios experienced significant revenue losses. However, with the relaxation of restrictions in 2021, the market recovered and studios were able to win back their customers.

The following market study deals with current trends in the industry as well as the market structure and competitive situation of the market.

1.2 The world market

The tattoo market is growing rapidly. It was estimated at $*.** billion in **** and is expected to grow *.**% annually to reach $*.** billion in ****[***].

Tattoo Market Size

The popularity of tattoos varies widely by country. In Europe and the US, tattoos are very popular. Other parts of the world are far less penetrated. ...

1.3 The German market

Since there is no official market size for tattoos in Germany, we can propose below an estimate based on several hypotheses to get an approximate idea of the turnover of tattoo studios (***).

According to Apotheken Umschau, around *,*** tattoo stud ios were in operation in ****.[***] According to estimates and industry observations, the ...

2 Demand analysis

2.1 Customer demographics

Age groups

The majority of the German population has no tattoos on its body and would like it to stay that way. Above all, those aged ** and over are not fans of tattoos: according to a survey conducted by the market and opinion research institute YouGov in ****, around **% of Germans have ...

2.2 reasons for tattoos

According to a survey from ****, **% of men and women in Germany said they got their tattoo as an individual statement. A tattoo serves as an expression of their personality and allows them to express their individuality and uniqueness to the outside world. Choosing a particular motif, placement or unique design reflects ...

2.3 Most popular tattoo designs and locations

A survey by Appinio identified the most popular tattoo motifs in Germany. The survey asked participants about their personal tattoo motifs, and the results were varied and interesting. The most frequently mentioned tattoo style was lettering, which was preferred by **% of respondents. Lettering allows people to immortalize important messages, quotes, or ...

2.4 Satisfaction with tattoos

A **** survey by market research institute Appinio reveals that the majority of Germans surveyed are still satisfied with their tattoos: around ** percent said they still like their tattoos. This suggests that most people are in tune with their decision to get tattoos and appreciate the artwork on their skin.

Still, there ...

3 Market structure

3.1 Operations and employees

In the market for tattoos in Germany, there are a large number of businesses and employees who specialize in tattooing and piercing. Unfortunately, there are no specific statistical data on the number of tattoo studios and tattoo artists. However, some available information can be used to provide insight into the employment ...

3.2 Dynamics of the actors

Independent Tattoo Studios

Independent tattoo studios are often family-run businesses or small businesses started by experienced tattoo artists. They usually have a manageable number of tattoo artists, often between two and five, working in their studios. These artists may own the studio or be employed.

The structure of independent tattoo studios ...

3.3 Tattoo fairs and events

Certain events contribute to the promotion of the tattoo industry. One of the most famous events in Germany was the Tattoo Convention Berlin. This annual event attracted thousands of visitors and provided a platform for tattoo artists from around the world to showcase their work. However, the Tattoo Convention Berlin has ...

3.4 criteria for choosing a tattoo studio

When choosing a tattoo studio in Germany, there are a number of criteria that can be considered. These factors can help find the right studio that suits individual preferences and needs. Here are some of the important criteria: Experience of tattoo artists: the experience of tattoo artists is a crucial factor. ...

4 Offer analysis

4.1 Types tattoos

Tattoos in Germany are extremely diverse and meet different criteria.

Type of tattooPermanent or temporary: The majority of the tattoo market consists of permanent tattoos. In recent years, however, the trend towards temporary tattoos has become very widespread. For example, a leader in this field is TATYOUS, which offers a wide ...

4.2 Prices

The average prices for tattoos in Germany vary depending on various factors. Some of the main factors that can affect the price of a tattoo are:

Size of the tattoo:

Small tattoos, such as a single word or a small symbol, can usually cost between ** euros and *** euros. Medium tattoos that ...

4.3 Trend - Social Media

The importance of social media for the tattoo market in Germany has increased sharply in recent years. In particular, the role of influencers on platforms such as Instagram has proven to be extremely relevant.

By using social media, tattoo artists and studios have the opportunity to make their work accessible to ...

4.4 Ink quality

The quality of inks

According to UFC Que Choisir, **% of tattoo inks contain hazardous or toxic substances. Out of ** inks studied by UFC, ** did not meet the standards[***]. The following table lists the various inks that were found to be harmful:

One of the banned substances is paraphenylenediamine (***), which is used ...

4.5 Tattoo removal

In recent years, there has been a definite trend towards tattoo removal, as more and more people are choosing to have their tattoos removed. There are different types of tattoo removal, and prices can vary depending on the method and individual factors.

One of the most common methods of tattoo removal ...

5 Guidelines

5.1 Healthy regulations

Regulations for minors

In Germany, the tattooing of minors is regulated by law. According to §*** para. * of the German Civil Code (***), tattooing of persons under the age of ** is generally not permitted, unless there is consent from the parents or legal guardian. This regulation serves to protect children and adolescents from ...

6 Positioning of the players

6.1 players

  • Wildcat Deuschland
  • Kwadron
  • Eternal Ink
  • Bishop Rotary
  • Hildbrandt Tattoo Supply
  • TattooMed

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Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Wildcat Deuschland
Eternal Ink
Bishop Rotary
Hildbrandt Tattoo Supply

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