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: 167 | Publication date: Jul 2009
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; Oral hygiene excl power toothbrushes; Premium cosmetics; Skin care; Sun care
Executive summary
Value sales of cosmetics and toiletries display slow growth
2008 value sales of cosmetics and toiletries in Germany grew at a slightly slower, yet still respectable rate compared to its performance over the two previous years. Notably men’s skin care and electric toothbrushes proved dynamic sales drivers, while sales of mouth fresheners, tooth whiteners and self-tanning continued to decline, becoming increasingly regarded as yesterday’s fads by most German consumers.
Demand for men’s grooming products continues to grow
Throughout the review period, demand for men’s grooming products continued to outpace overall demand for cosmetics and toiletries. Saturated product areas such as men’s shaving continued to display rather sluggish growth despite various product innovations. However, other product areas, notably men’s skin care and hair care, displayed impressive growth rates and attracted continued attention due to a range of new product developments.
Sales led by L’Oréal and Beiersdorf
Sales of cosmetics and toiletries continue to be led by two major multinationals, L'Oréal Deutschland and Beiersdorf AG, holding almost identical value shares through L’Oréal’s Jade and L'Oréal Paris and Beiersdorf’s Nivea and Nivea for Men brands. Other important players include Hans Schwarzkopf & Henkel, Procter & Gamble and Unilever Deutschland. While all of these companies benefit from their considerable multinational operative base, Nivea in particular benefits from the positive image as a traditional domestic company among many German consumers.
Fierce competition among retailers driving out smaller competitors
Sales of cosmetics and toiletries continue to be dominated by a number of leading chains in parapharmacies/drugstores, beauty specialist retailers and supermarkets/hypermarkets. Sales through other channels, notably through independent small grocers, generally continued to lose share over the review period. This further increased the share of chains such as Edeka and Rewe, as well as Schlecker, dm, Rossmann and Douglas, present in supermarkets, parapharmacies/drugstores and beauty specialist retailers respectively.
Economic problems to hinder growth in forecast period
Given an increasingly difficult economic climate and quickly deteriorating German consumer confidence, sales of cosmetics and toiletries are expected to stagnate over the forecast period, although no actual overall decline in constant value sales is expected. There will be an increasing importance for private label products and decreasing consumer spending, coupled with overall stagnation for cosmetics and toiletries. This will lead to stagnating or even declining unit prices in constant terms over the forecast period. The leading manufacturers will therefore struggle to retain their existing shares due to increasingly ferocious competition.
Table of contents
COSMETICS AND TOILETRIES IN GERMANY : MARKET INSIGHT
EXECUTIVE SUMMARY
Value sales of cosmetics and toiletries display slow growth
Demand for men’s grooming products continues to grow
Sales led by L’Oréal and Beiersdorf
Fierce competition among retailers driving out smaller competitors
Economic problems to hinder growth in forecast period
KEY TRENDS AND DEVELOPMENTS
Global economic situation hits consumer confidence
Ageing population continues to shape sales
Polarisation increases
Demand for natural products continues to increase
Discounters and parapharmacies/drugstores continue to grow in importance
MARKET DATA
Table 1 Sales of Cosmetics and Toiletries by Sector: Value 2003-2008
Table 2 Sales of Cosmetics and Toiletries by Sector: % Value Growth 2003-2008
Table 3 Sales of Premium Cosmetics by Sector: Value 2003-2008
Table 4 Sales of Premium Cosmetics by Sector: % Value Growth 2003-2008
Table 5 Cosmetics and Toiletries Company Shares by NBO Retail Value 2004-2008
Table 6 Cosmetics and Toiletries Company Shares by GBO Retail Value 2004-2008
Table 7 Cosmetics and Toiletries Brand Shares by Retail Value 2005-2008
Table 8 Penetration of Private Label by Sector by Retail Value 2003-2008
Table 9 Sales of Cosmetics and Toiletries by Distribution Format: % Analysis 2003-2008
Table 10 Sales of Cosmetics and Toiletries by Sector and by Distribution Format: % Analysis 2008
Table 11 Forecast Sales of Cosmetics and Toiletries by Sector: Value 2008-2013
Table 12 Forecast Sales of Cosmetics and Toiletries by Sector: % Value Growth 2008-2013
Table 13 Forecast Sales of Premium Cosmetics by Sector: Value 2008-2013
Table 14 Forecast Sales of Premium Cosmetics by Sector: % Value Growth 2008-2013
APPENDIX
Gift Sets
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - GERMANY
BEIERSDORF AG - COSMETICS AND TOILETRIES - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Beiersdorf AG: Key Facts
Summary 3 Beiersdorf AG: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Beiersdorf AG: Competitive Position 2008
COTY DEUTSCHLAND GMBH - COSMETICS AND TOILETRIES - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Coty Deutschland GmbH: Key Facts
Summary 6 Coty Deutschland GmbH: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Coty Deutschland GmbH: Competitive Position 2008
DALLI-WERKE MäURER & WIRTZ GMBH & CO KG - COSMETICS AND TOILETRIES - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Dalli-Werke Mäurer & Wirtz GmbH & Co KG: Key Facts
Summary 9 Dalli-Werke Mäurer & Wirtz GmbH & Co KG: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 10 Dalli-Werke Mäurer & Wirtz GmbH & Co KG: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 11 Dalli-Werke Mäurer & Wirtz GmbH & Co KG: Competitive Position 2008
DR SCHELLER COSMETICS AG - COSMETICS AND TOILETRIES - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Dr Scheller Cosmetics AG: Key Facts
Summary 13 Dr Scheller Cosmetics AG: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 14 Dr Scheller Cosmetics AG: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 15 Dr Scheller Cosmetics AG: Competitive Position 2008
HANS SCHWARZKOPF & HENKEL GMBH & CO KG - COSMETICS AND TOILETRIES - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 16 Hans Schwarzkopf & Henkel GmbH & Co KG: Key Facts
Summary 17 Hans Schwarzkopf & Henkel GmbH & Co KG: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 18 Hans Schwarzkopf & Henkel GmbH & Co KG: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 19 Hans Schwarzkopf & Henkel GmbH & Co KG: Competitive Position 2007
L'ORéAL DEUTSCHLAND GMBH - COSMETICS AND TOILETRIES - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 20 L’Oréal Deutschland GmbH: Key Facts
Summary 21 L’Oréal Deutschland GmbH: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 22 L’Oréal Deutschland GmbH: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 23 L’Oréal Deutschland GmbH: Competitive Position 2008
PROCTER & GAMBLE GMBH - COSMETICS AND TOILETRIES - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 24 Procter & Gamble GmbH: Key Facts
Summary 25 Procter & Gamble GmbH: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 26 Procter & Gamble GmbH: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 27 Procter & Gamble GmbH: Competitive Position 2008
UNILEVER DEUTSCHLAND GMBH - COSMETICS AND TOILETRIES - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 28 Unilever Deutschland GmbH: Key Facts
Summary 29 Unilever Deutschland GmbH: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 30 Unilever Deutschland GmbH: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 31 Unilever Deutschland GmbH: Competitive Position 2008
WELEDA AG - COSMETICS AND TOILETRIES - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 32 Weleda AG: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 33 Weleda AG: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 34 Weleda AG: Competitive Position 2008
BABY CARE IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 15 Sales of Baby Care by Subsector: Value 2003-2008
Table 16 Sales of Baby Care by Subsector: % Value Growth 2003-2008
Table 17 Baby Care Premium Vs Mass % Analysis 2003-2008
Table 18 Baby Care Company Shares by Retail Value 2004-2008
Table 19 Baby Care Brand Shares by Retail Value 2005-2008
Table 20 Baby Care Premium Brand Shares 2005-2008
Table 21 Baby Skin Care Brand Shares by Retail Value 2005-2008
Table 22 Baby Sun Care Brand Shares by Retail Value 2005-2008
Table 23 Forecast Sales of Baby Care by Subsector: Value 2008-2013
Table 24 Forecast Sales of Baby Care by Subsector: % Value Growth 2008-2013
Table 25 Forecast Baby Care Premium Vs Mass % Analysis 2008-2013
BATH AND SHOWER PRODUCTS IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 26 Sales of Bath and Shower Products by Subsector: Value 2003-2008
Table 27 Sales of Bath and Shower Products by Subsector: % Value Growth 2003-2008
Table 28 Bath and Shower Products Premium Vs Mass % Analysis 2003-2008
Table 29 Bath and Shower Products Company Shares by Retail Value 2004-2008
Table 30 Bath and Shower Products Brand Shares by Retail Value 2005-2008
Table 31 Bath and Shower Products Premium Brand Shares 2005-2008
Table 32 Forecast Sales of Bath and Shower Products by Subsector: Value 2008-2013
Table 33 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2008-2013
Table 34 Forecast Bath and Shower Products Premium Vs Mass % Analysis 2008-2013
DEODORANTS IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 35 Sales of Deodorants by Subsector: Value 2003-2008
Table 36 Sales of Deodorants by Subsector: % Value Growth 2003-2008
Table 37 Deodorants Premium Vs Mass % Analysis 2003-2008
Table 38 Deodorants Company Shares by Retail Value 2004-2008
Table 39 Deodorants Brand Shares by Retail Value 2005-2008
Table 40 Deodorants Premium Brand Shares 2005-2008
Table 41 Forecast Sales of Deodorants by Subsector: Value 2008-2013
Table 42 Forecast Sales of Deodorants by Subsector: % Value Growth 2008-2013
Table 43 Forecast Deodorants Premium Vs Mass % Analysis 2008-2013
HAIR CARE IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Sales of Hair Care by Subsector: Value 2003-2008
Table 45 Sales of Hair Care by Subsector: % Value Growth 2003-2008
Table 46 Hair Care Premium Vs Mass % Analysis 2003-2008
Table 47 Sales of Styling Agents by Type: % Value Breakdown 2005-2008
Table 48 Hair Care Company Shares by Retail Value 2004-2008
Table 49 Hair Care Brand Shares by Retail Value 2005-2008
Table 50 Styling Agents Brand Shares by Retail Value 2005-2008
Table 51 Colourants Brand Shares by Retail Value 2005-2008
Table 52 Salon Hair Care Company Shares by Retail Value 2004-2008
Table 53 Salon Hair Care Brand Shares by Retail Value 2005-2008
Table 54 Hair Care Premium Brand Shares 2005-2008
Table 55 Forecast Sales of Hair Care by Subsector: Value 2008-2013
Table 56 Forecast Sales of Hair Care by Subsector: % Value Growth 2008-2013
Table 57 Forecast Hair Care Premium Vs Mass % Analysis 2008-2013
COLOUR COSMETICS IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 58 Sales of Colour Cosmetics by Subsector: Value 2003-2008
Table 59 Sales of Colour Cosmetics by Subsector: % Value Growth 2003-2008
Table 60 Colour Cosmetics Premium Vs Mass % Analysis 2003-2008
Table 61 Colour Cosmetics Company Shares by Retail Value 2004-2008
Table 62 Colour Cosmetics Brand Shares by Retail Value 2005-2008
Table 63 Facial Make-up Brand Shares by Retail Value 2005-2008
Table 64 Eye Make-up Brand Shares by Retail Value 2005-2008
Table 65 Lip Products Brand Shares by Retail Value 2005-2008
Table 66 Nail Products Brand Shares by Retail Value 2005-2008
Table 67 Colour Cosmetics Premium Brand Shares 2005-2008
Table 68 Forecast Sales of Colour Cosmetics by Subsector: Value 2008-2013
Table 69 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2008-2013
Table 70 Forecast Colour Cosmetics Premium Vs Mass % Analysis 2008-2013
MEN'S GROOMING PRODUCTS IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 71 Retail Sales of Electric Shavers 2004-2008
Table 72 Sales of Men's Grooming Products by Subsector: Value 2003-2008
Table 73 Sales of Men's Grooming Products by Subsector: % Value Growth 2003-2008
Table 74 Sales of Men's Razors and Blades by Type: % Value Breakdown 2005-2008
Table 75 Men's Grooming Products Company Shares by Retail Value 2004-2008
Table 76 Men's Grooming Products Brand Shares by Retail Value 2005-2008
Table 77 Men's Razors and Blades Brand Shares by Retail Value 2005-2008
Table 78 Forecast Sales of Men's Grooming Products by Subsector: Value 2008-2013
Table 79 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2008-2013
ORAL HYGIENE IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 80 Sales of Oral Hygiene by Subsector: Value 2003-2008
Table 81 Sales of Oral Hygiene by Subsector: % Value Growth 2003-2008
Table 82 Sales of Manual and Power Toothbrushes by Type: Value 2003-2008
Table 83 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2003-2008
Table 84 Sales of Toothpaste by Type: % Value Breakdown 2005-2008
Table 85 Oral Hygiene Company Shares by Retail Value 2004-2008
Table 86 Oral Hygiene Brand Shares by Retail Value 2005-2008
Table 87 Toothpaste Brand Shares by Retail Value 2005-2008
Table 88 Mouthwash/Dental Rinses Brand Shares by Retail Value 2005-2008
Table 89 Forecast Sales of Oral Hygiene by Subsector: Value 2008-2013
Table 90 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2008-2013
Table 91 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2008-2013
Table 92 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2008-2013
FRAGRANCES IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 93 Sales of Fragrances by Concentration: % Value Analysis 2004-2008
Table 94 Sales of Fragrances by Subsector: Value 2003-2008
Table 95 Sales of Fragrances by Subsector: % Value Growth 2003-2008
Table 96 Fragrances Premium Vs Mass % Analysis 2003-2008
Table 97 Fragrances Company Shares by Retail Value 2004-2008
Table 98 Fragrances Brand Shares by Retail Value 2005-2008
Table 99 Men's Premium Fragrances Brand Shares by Retail Value 2005-2008
Table 100 Women's Premium Fragrances Brand Shares by Retail Value 2005-2008
Table 101 Forecast Sales of Fragrances by Subsector: Value 2008-2013
Table 102 Forecast Sales of Fragrances by Subsector: % Value Growth 2008-2013
Table 103 Forecsast Fragrances Premium Vs Mass % Analysis 2008-2013
SKIN CARE IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 104 Sales of Skin Care by Subsector: Value 2003-2008
Table 105 Sales of Skin Care by Subsector: % Value Growth 2003-2008
Table 106 Skin Care Premium Vs Mass % Analysis 2003-2008
Table 107 Skin Care Company Shares by Retail Value 2004-2008
Table 108 Skin Care Brand Shares by Retail Value 2005-2008
Table 109 Facial Moisturisers Brand Shares by Retail Value 2005-2008
Table 110 Nourishers/Anti-agers Brand Shares by Retail Value 2005-2008
Table 111 Firming/Anti-cellulite Body Care Brand Shares by Retail Value 2005-2008
Table 112 General Purpose Body Care Brand Shares by Retail Value 2005-2008
Table 113 Skin Care Premium Brand Shares 2005-2008
Table 114 Forecast Sales of Skin Care by Subsector: Value 2008-2013
Table 115 Forecast Sales of Skin Care by Subsector: % Value Growth 2008-2013
Table 116 Forecast Skin Care Premium Vs Mass % Analysis 2008-2013
DEPILATORIES IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 117 Sales of Depilatories by Subsector: Value 2003-2008
Table 118 Sales of Depilatories by Subsector: % Value Growth 2003-2008
Table 119 Depilatories Company Shares by Retail Value 2004-2008
Table 120 Depilatories Brand Shares by Retail Value 2005-2008
Table 121 Forecast Sales of Depilatories by Subsector: Value 2008-2013
Table 122 Forecast Sales of Depilatories by Subsector: % Value Growth 2008-2013
SUN CARE IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 123 Sales of Sun Protection by Factor: % Value Analysis 2004-2008
Table 124 Sales of Sun Protection by Formulation: % Value Analysis 2004-2008
Table 125 Sales of Sun Care by Subsector: Value 2003-2008
Table 126 Sales of Sun Care by Subsector: % Value Growth 2003-2008
Table 127 Sun Care Premium Vs Mass % Analysis 2003-2008
Table 128 Sun Care Company Shares by Retail Value 2004-2008
Table 129 Sun Care Brand Shares by Retail Value 2005-2008
Table 130 Sun Care Premium Brand Shares 2005-2008
Table 131 Forecast Sales of Sun Care by Subsector: Value 2008-2013
Table 132 Forecast Sales of Sun Care by Subsector: % Value Growth 2008-2013
Table 133 Forecast Sun Care Premium Vs Mass % Analysis 2008-2013