Cosmetics And Toiletries in Germany
Euromonitor International's Cosmetics And Toiletries in Germany market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 166 | Publication date: Jul 2007
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Baby care; Bath and shower products; Colour cosmetics; Deodorants; Depilatories; Fragrances; Hair care; Men's grooming products; Oral hygiene; Premium cosmetics; Skin care; Sun care
Executive summary
Consumer spending on cosmetics and toiletries increased in 2006
The German economy was recovering in 2006 as unemployment rates were falling and the GDP rose to unexpected heights. Further consumer confidence boosts were provided by the Fifa World Cup football tournament over the summer and the expectations of the VAT rise in 2007 from 16% to 19%, which resulted in a spending spree towards the end of 2006. Cosmetics and toiletries was able to benefit from these economic trends and grew for the first time since 2003. Sun care and skin care were the fastest-growing areas, with premium cosmetics and toiletries also performing well.
Anti-ageing is the current buzzword
Germany's birth rate is at an all-time low and one of the lowest in Europe. While Germany's population is ageing, young Germans are concerned about the uncertain economic situation that prevailed in recent years. Consequently, they opt for delaying having a family or decide not to have a family at all. This, in turn, is affecting demand for related products, with a strong decline in baby care products, while the ageing population is boosting demand for nourishers/anti-agers and anti-cellulite body care.
Health and wellness
The trend towards health and wellness has started to penetrate many areas of everyday German life, from functional foods and beverages to household care items, such as mood-influencing air fresheners, to cosmetics and toiletries items, such as oral hygiene products with healthy properties and skin products with beautifying attributes. As the already established wellness trend merges with LOHAS (Lifestyle of Health and Sustainability), it could provide the possible key to growth in cosmetics and toiletries, or at least for maintaining the current level of sales. LOHAS consumers are defined as typically female and interested in an intact environment, personal health and wellness, but also technology and indulgence.
Polarisation of the market
Private label sales benefited greatly from the economic recession in Germany. German consumers have become experts in searching out discounted product offerings, bargains and generally low-priced cosmetics and toiletries. Discounters and drugstores play an important role here; with their aggressive low pricing strategy but also mass-market products these outlets have performed well, as consumers have learned to trust the increased quality of mass products generally. However, premium-positioned cosmetics and toiletries can still count on consumer loyalty, especially when it comes to skin care.
Healthy teeth
There is a growing awareness among German consumers towards maintaining healthy teeth as the burden of the health insurance fee for dentures was shifted from being carried jointly by employers and employee to employees only. Increasingly, German consumers are searching for ways to keep their teeth healthy and both basic and sophisticated areas of oral hygiene saw impressive growth rates.
Forecast moderately positive
In the years to come, cosmetics and toiletries in Germany can expect moderate growth. While pressure on prices will remain high for products that are perceived as commodity items, such as bath and shower, there is further room for growth in fragrances. Skin care and oral hygiene are also predicted to be growth drivers as they benefit the most from Germany’s ageing population, while baby care is not expected to see a turnaround any time soon.
Table of contents
COSMETICS AND TOILETRIES IN GERMANY : MARKET INSIGHT
EXECUTIVE SUMMARY
Consumer spending on cosmetics and toiletries increased in 2006
Anti-ageing is the current buzzword
Health and wellness
Polarisation of the market
Healthy teeth
Forecast moderately positive
KEY TRENDS AND DEVELOPMENTS
German consumer spending improves among World Cup euphoria and signs of economic recovery
The German population is one of the oldest in Europe
German consumers embrace health and wellness
Premium brands and private label are growing as the polarisation of the German consumer market continues
Health care reforms – healthy teeth now more expensive
MARKET DATA
Table 1 Sales of Cosmetics and Toiletries by Sector: Value 2001-2006
Table 2 Sales of Cosmetics and Toiletries by Sector: % Value Growth 2001-2006
Table 3 Cosmetics and Toiletries Company Shares by NBO Retail Value 2002-2006
Table 4 Cosmetics and Toiletries Company Shares by GBO Retail Value 2002-2006
Table 5 Cosmetics and Toiletries Brand Shares by Retail Value 2003-2006
Table 6 Sales of Cosmetics and Toiletries by Distribution Format: % Analysis 2001/2006
Table 7 Sales of Cosmetics and Toiletries by Sector and by Distribution Format: % Analysis 2006
Table 8 Penetration of Private Label by Sector by Retail Value 2002-2006
Table 9 Forecast Sales of Cosmetics and Toiletries by Sector: Value 2006-2011
Table 10 Forecast Sales of Cosmetics and Toiletries by Sector: % Value Growth 2006-2011
DEFINITIONS
LOCAL COMPANY PROFILES - GERMANY
BEIERSDORF AG - COSMETICS AND TOILETRIES - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Beiersdorf AG: Key Facts
Summary 2 Beiersdorf AG: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Beiersdorf AG: Competitive Position 2006
COTY DEUTSCHLAND GMBH - COSMETICS AND TOILETRIES - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Coty Deutschland GmbH: Key Facts
Summary 5 Coty Deutschland GmbH: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 Coty Inc: Competitive Position 2006
DALLI-WERKE MäURER & WIRTZ GMBH & CO KG - COSMETICS AND TOILETRIES - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Dalli-Werke Mäurer & Wirtz GmbH & Co KG: Key Facts
Summary 8 Dalli-Werke Mäurer & Wirtz GmbH & Co KG: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 9 Dalli-Werke Mäurer & Wirtz GmbH & Co KG: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 10 Dalli-Werke Mäurer & Wirtz GmbH & Co KG: Competitive Position 2006
DR SCHELLER COSMETICS AG - COSMETICS AND TOILETRIES - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Dr Scheller Cosmetics AG: Key Facts
Summary 12 Dr Scheller Cosmetics AG: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 13 Dr Scheller Cosmetics AG: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 14 Kalina Concern OAO: Competitive Position 2006
GUHL IKEBANA GMBH - COSMETICS AND TOILETRIES - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 15 Guhl Ikebana GmbH: Key Facts
Summary 16 Guhl Ikebana GmbH: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 17 Guhl Ikebana GmbH: Competitive Position 2006
L'ORéAL DEUTSCHLAND GMBH - COSMETICS AND TOILETRIES - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 18 L'Oréal Deutschland GmbH: Key Facts
Summary 19 L'Oréal Deutschland GmbH: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 20 L'Oréal Deutschland GmbH: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 21 L'Oréal Groupe: Competitive Position 2006
PROCTER & GAMBLE GMBH - COSMETICS AND TOILETRIES - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 22 Procter & Gamble GmbH: Key Facts
Summary 23 Procter & Gamble GmbH: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 24 Procter & Gamble GmbH: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 25 The Procter & Gamble Co: Competitive Position 2006
SCHWARZKOPF & HENKEL GMBH - COSMETICS AND TOILETRIES - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 26 Schwarzkopf & Henkel GmbH: Key Facts
Summary 27 Schwarzkopf & Henkel GmbH: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 28 Schwarzkopf & Henkel GmbH: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 29 Henkel KGaA: Competitive Position 2006
UNILEVER DEUTSCHLAND GMBH - COSMETICS AND TOILETRIES - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 30 Unilever Deutschland GmbH: Key Facts
Summary 31 Unilever Deutschland GmbH: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 32 Unilever Deutschland GmbH: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 33 Unilever Group: Competitive Position 2006
WELEDA GMBH & CO KG - COSMETICS AND TOILETRIES - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 34 Weleda GmbH & Co KG: Key Facts
Summary 35 Weleda GmbH & Co KG: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 36 Weleda GmbH & Co KG: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 37 Weleda AG: Competitive Position 2006
BABY CARE IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 11 Sales of Baby Care by Subsector: Value 2001-2006
Table 12 Sales of Baby Care by Subsector: % Value Growth 2001-2006
Table 13 Baby Care Company Shares by Retail Value 2002-2006
Table 14 Baby Care Brand Shares by Retail Value 2003-2006
Table 15 Forecast Sales of Baby Care by Subsector: Value 2006-2011
Table 16 Forecast Sales of Baby Care by Subsector: % Value Growth 2006-2011
Table 17 Baby Care Premium Vs Mass % Analysis 2001-2006
Table 18 Baby Skin Care Brand Shares by Retail Value 2003-2006
Table 19 Baby Sun Care Brand Shares by Retail Value 2003-2006
BATH AND SHOWER PRODUCTS IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 20 Sales of Bath and Shower Products by Subsector: Value 2001-2006
Table 21 Sales of Bath and Shower Products by Subsector: % Value Growth 2001-2006
Table 22 Bath and Shower Products Company Shares by Retail Value 2002-2006
Table 23 Bath and Shower Products Brand Shares by Retail Value 2003-2006
Table 24 Forecast Sales of Bath and Shower Products by Subsector: Value 2006-2011
Table 25 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2006-2011
Table 26 Bath and Shower Products Premium Vs Mass % Analysis 2001-2006
Table 27 Bath and Shower Products Premium Brand Rankings 2006
DEODORANTS IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 28 Sales of Deodorants by Subsector: Value 2001-2006
Table 29 Sales of Deodorants by Subsector: % Value Growth 2001-2006
Table 30 Deodorants Company Shares by Retail Value 2002-2006
Table 31 Deodorants Brand Shares by Retail Value 2003-2006
Table 32 Forecast Sales of Deodorants by Subsector: Value 2006-2011
Table 33 Forecast Sales of Deodorants by Subsector: % Value Growth 2006-2011
Table 34 Deodorants Premium Vs Mass % Analysis 2001-2006
Table 35 Deodorants Premium Brand Rankings 2006
HAIR CARE IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 36 Sales of Hair Care by Subsector: Value 2001-2006
Table 37 Sales of Hair Care by Subsector: % Value Growth 2001-2006
Table 38 Hair Care Company Shares by Retail Value 2002-2006
Table 39 Hair Care Brand Shares by Retail Value 2003-2006
Table 40 Forecast Sales of Hair Care by Subsector: Value 2006-2011
Table 41 Forecast Sales of Hair Care by Subsector: % Value Growth 2006-2011
Table 42 Hair Care Premium Vs Mass % Analysis 2001-2006
Table 43 Hair Care Premium Brand Rankings 2006
Table 44 Styling Agents by Type 2001-2006
Table 45 Styling Agents Brand Shares by Retail Value 2003-2006
Table 46 Colourants Brand Shares by Retail Value 2003-2006
Table 47 Salon Hair Care Company Shares by Retail Value 2002-2006
Table 48 Salon Hair Care Brand Shares by Retail Value 2003-2006
COLOUR COSMETICS IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 49 Sales of Colour Cosmetics by Subsector: Value 2001-2006
Table 50 Sales of Colour Cosmetics by Subsector: % Value Growth 2001-2006
Table 51 Colour Cosmetics Company Shares by Retail Value 2002-2006
Table 52 Colour Cosmetics Brand Shares by Retail Value 2003-2006
Table 53 Forecast Sales of Colour Cosmetics by Subsector: Value 2006-2011
Table 54 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2006-2011
Table 55 Colour Cosmetics Premium Vs Mass % Analysis 2001-2006
Table 56 Colour Cosmetics Premium Brand Rankings 2006
Table 57 Facial Make-up Brand Shares by Retail Value 2003-2006
Table 58 Eye Make-up Brand Shares by Retail Value 2003-2006
Table 59 Lip Products Brand Shares by Retail Value 2003-2006
Table 60 Nail Products Brand Shares by Retail Value 2003-2006
MEN'S GROOMING PRODUCTS IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 61 Sales of Men's Grooming Products by Subsector: Value 2001-2006
Table 62 Sales of Men's Grooming Products by Subsector: % Value Growth 2001-2006
Table 63 Men's Grooming Products Company Shares by Retail Value 2002-2006
Table 64 Men's Grooming Products Brand Shares by Retail Value 2003-2006
Table 65 Forecast Sales of Men's Grooming Products by Subsector: Value 2006-2011
Table 66 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2006-2011
Table 67 Men's Razors and Blades Brand Shares by Retail Value 2003-2006
ORAL HYGIENE IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 68 Sales of Oral Hygiene by Subsector: %Value Growth 2001-2006
Table 69 Oral Hygiene Company Shares by Retail Value 2002-2006
Table 70 Oral Hygiene Brand Shares by Retail Value 2003-2006
Table 71 Forecast Sales of Oral Hygiene by Subsector: Value 2006-2011
Table 72 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2006-2011
Table 73 Toothpaste Brand Shares by Retail Value 2003-2006
Table 74 Mouthwash/Dental Rinses Brand Shares by Retail Value 2003-2006
Table 75 Sales of Manual and Power Toothbrushes by Type: Value 2001-2006
Table 76 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2001-2006
Table 77 Manual and Power Brush Company Shares by Retail Value 2002-2006
Table 78 Manual and Power Brush Brand Shares by Retail Value 2003-2006
Table 79 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2006-2011
Table 80 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2006-2011
FRAGRANCES IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 81 Sales of Fragrances by Subsector: Value 2001-2006
Table 82 Sales of Fragrances by Subsector: % Value Growth 2001-2006
Table 83 Fragrances Company Shares by Retail Value 2002-2006
Table 84 Fragrances Brand Shares by Retail Value 2003-2006
Table 85 Forecast Sales of Fragrances by Subsector: Value 2006-2011
Table 86 Forecast Sales of Fragrances by Subsector: % Value Growth 2006-2011
Table 87 Men's Premium Fragrances Brand Shares by Retail Value 2003-2006
Table 88 Women's Premium Fragrances Brand Shares by Retail Value 2003-2006
Table 89 Retail Sales of Fragrances by Concentration: % Analysis 2001-2006
SKIN CARE IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 90 Sales of Skin Care by Subsector: Value 2001-2006
Table 91 Sales of Skin Care by Subsector: % Value Growth 2001-2006
Table 92 Sales of Facial Care by Subsector: Value 2001-2006
Table 93 Sales of Facial Care by Subsector: % Value Growth 2001-2006
Table 94 Sales of Facial Cleansers by Subsector: Value 2001-2006
Table 95 Sales of Facial Cleansers by Subsector: % Value Growth 2001-2006
Table 96 Sales of Body Care by Subsector: Value 2001-2006
Table 97 Sales of Body Care by Subsector: % Value Growth 2001-2006
Table 98 Skin Care Company Shares by Retail Value 2002-2006
Table 99 Skin Care Brand Shares by Retail Value 2003-2006
Table 100 Forecast Sales of Skin Care by Subsector: Value 2006-2011
Table 101 Forecast Sales of Skin Care by Subsector: % Value Growth 2006-2011
Table 102 Forecast Sales of Facial Care by Subsector: Value 2006-2011
Table 103 Forecast Sales of Facial Care by Subsector: % Value Growth 2006-2011
Table 104 Forecast Sales of Facial Cleansers by Subsector: Value 2006-2011
Table 105 Forecast Sales of Facial Cleansers by Subsector: % Value Growth 2006-2011
Table 106 Forecast Sales of Body Care by Subsector: Value 2006-2011
Table 107 Forecast Sales of Body Care by Subsector: % Value Growth 2006-2011
Table 108 Skin Care Premium Vs Mass % Analysis 2001-2006
Table 109 Skin Care Premium Brand Rankings 2006
Table 110 Facial Moisturisers Brand Shares by Retail Value 2003-2006
Table 111 Nourishers/Anti-agers Brand Shares by Retail Value 2003-2006
Table 112 Firming/Anti-cellulite Body Care Brand Shares by Retail Value 2003-2006
Table 113 General Purpose Body Care Brand Shares by Retail Value 2003-2006
DEPILATORIES IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 114 Sales of Depilatories by Subsector: Value 2001-2006
Table 115 Sales of Depilatories by Subsector: % Value Growth 2001-2006
Table 116 Depilatories Company Shares by Retail Value 2002-2006
Table 117 Depilatories Brand Shares by Retail Value 2003-2006
Table 118 Forecast Sales of Depilatories by Subsector: Value 2006-2011
Table 119 Forecast Sales of Depilatories by Subsector: % Value Growth 2006-2011
SUN CARE IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 120 Sales of Sun Care by Subsector: Value 2001-2006
Table 121 Sales of Sun Care by Subsector: % Value Growth 2001-2006
Table 122 Sun Care Company Shares by Retail Value 2002-2006
Table 123 Sun Care Brand Shares by Retail Value 2003-2006
Table 124 Forecast Sales of Sun Care by Subsector: Value 2006-2011
Table 125 Forecast Sales of Sun Care by Subsector: % Value Growth 2006-2011
Table 126 Sun Care Premium Vs Mass % Analysis 2001-2006
Table 127 Sun Care Premium Brand Rankings 2006
Table 128 Retail Sales of Sun Protection by Factor: % Analysis 2002-2006
Table 129 Retail Sales of Sun Protection by Format: % Analysis 2002-2006