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 2008
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
Ageing population but birth rates starting to pick up
While Germany’s population is ageing, young Germans have been concerned about the uncertain economic situation, and the birth rate fell to a historic low in 2006. Legislation introduced in 2007 to guarantee wages for young mothers on maternity leave and increased direct monthly payments for each child helped stimulate the birth rate for the first time since the early 1990s. However, the 0-11 aged population is still declining, hampering growth in baby care, while the ageing population is boosting demand for nourishers/anti-agers and anti-cellulite body care.
Macroeconomic difficulty constrains growth
The recovery of the German economy dampened slightly in 2007, as high commodity prices, especially for energy and food, and a rise in VAT from 16% to 19% increased inflationary pressures and reduced the GDP growth rate from 2.7% in 2006 to 1.8% in 2007. Encouragingly, however, the unemployment rate continues to fall, although confidence in job retention is weak. Growth in cosmetics and toiletries was slight in 2007, although some sectors, notably skin care, deodorants and men’s grooming products, performed well.
Health and wellness
The health and wellness trend has penetrated 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 health and environmental sustainability trends, products positioned to exploit these trends are likely to fuel growth in cosmetics and toiletries. With food packaging placing greater emphasis on nutritional labelling, cosmetics and toiletries products being marketed on the back of “natural” ingredients may well appeal to consumers who are interested in the environment, personal health and wellness, but also technology and indulgence.
Polarisation of the market
Private labels have traditionally been quick to pick up on new trends, such as organic foods and health and wellness. Consumers in mature sectors, such as skin care, increasingly look for product differentiation that matches their specific individual needs, which private labels have traditionally provided. Premium-positioned cosmetics and toiletries are benefiting, as the recent trend to “buy cheap” goes out of fashion and consumers feel confident to express a sense of self-worth and differentiate themselves from those buying mass products by “going premium”.
Forecast moderately positive
In the years to come, sales of cosmetics and toiletries in Germany are expected to see moderate growth. While pressure on prices will remain high for products that are perceived as commodity items, such as bath and shower products, there is further room for growth in emerging sectors, particularly men’s grooming products. Mass marketing will drive growth in these areas, so product differentiation will be limited and private label penetration slight. 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
KEY TRENDS AND DEVELOPMENTS
Ageing population but birth rates starting to pick up
It’s the economy, stupid
German consumers embrace health and wellness
Premium brands and private label are growing as polarisation continues
MARKET DATA
Table 1 Sales of Cosmetics and Toiletries by Sector: Value 2002-2007
Table 2 Sales of Cosmetics and Toiletries by Sector: % Value Growth 2002-2007
Table 3 Sales of Premium Cosmetics by Sector: Value 2002-2007
Table 4 Sales of Premium Cosmetics by Sector: % Value Growth 2002-2007
Table 5 Cosmetics and Toiletries Company Shares by NBO Retail Value 2003-2007
Table 6 Cosmetics and Toiletries Company Shares by GBO Retail Value 2003-2007
Table 7 Cosmetics and Toiletries Brand Shares by Retail Value 2004-2007
Table 8 Penetration of Private Label by Sector by Retail Value 2002-2007
Table 9 Sales of Cosmetics and Toiletries by Distribution Format: % Analysis 2002-2007
Table 10 Sales of Cosmetics and Toiletries by Sector and by Distribution Format: % Analysis 2007
Table 11 Forecast Sales of Cosmetics and Toiletries by Sector: Value 2007-2012
Table 12 Forecast Sales of Cosmetics and Toiletries by Sector: % Value Growth 2007-2012
Table 13 Forecast Sales of Premium Cosmetics by Sector: Value 2007-2012
Table 14 Forecast Sales of Premium Cosmetics by Sector: % Value Growth 2007-2012
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 2007
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 2007
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
COMPETITIVE POSITIONING
Summary 10 Dalli-Werke Mäurer & Wirtz GmbH & Co KG: Competitive Position 2007
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 2007
COMPETITIVE POSITIONING
Summary 14 Dr Scheller Cosmetics AG: Competitive Position 2007
HANS SCHWARZKOPF & HENKEL GMBH & CO KG - COSMETICS AND TOILETRIES - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 15 Hans Schwarzkopf & Henkel GmbH: Key Facts
Summary 16 Hans Schwarzkopf & Henkel GmbH: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 17 Hans Schwarzkopf & Henkel GmbH: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 18 Hans Schwarzkopf & Henkel GmbH: Competitive Position 2007
L'ORéAL DEUTSCHLAND GMBH - COSMETICS AND TOILETRIES - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 19 L’Oréal Deutschland GmbH: Key Facts
Summary 20 L’Oréal Deutschland GmbH: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 21 L’Oréal Deutschland GmbH: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 22 L’Oréal Deutschland GmbH: Competitive Position 2007
PROCTER & GAMBLE GMBH - COSMETICS AND TOILETRIES - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 23 Procter & Gamble GmbH: Key Facts
Summary 24 Procter & Gamble GmbH: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 25 Procter & Gamble GmbH: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 26 Procter & Gamble GmbH: Competitive Position 2007
UNILEVER DEUTSCHLAND GMBH - COSMETICS AND TOILETRIES - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 27 Unilever Deutschland GmbH: Key Facts
Summary 28 Unilever Deutschland GmbH: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 29 Unilever Deutschland GmbH: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 30 Unilever Deutschland GmbH: Competitive Position 2007
WELEDA GMBH & CO KG - COSMETICS AND TOILETRIES - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 31 Weleda GmbH & Co KG: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 32 Weleda GmbH & Co KG: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 33 Weleda GmbH & Co KG: Competitive Position 2007
BABY CARE IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 15 Sales of Baby Care by Subsector: Value 2002-2007
Table 16 Sales of Baby Care by Subsector: % Value Growth 2002-2007
Table 17 Baby Care Premium Vs Mass % Analysis 2002-2007
Table 18 Baby Care Company Shares by Retail Value 2003-2007
Table 19 Baby Care Brand Shares by Retail Value 2004-2007
Table 20 Baby Care Premium Brand Shares 2007
Table 21 Baby Skin Care Brand Shares by Retail Value 2004-2007
Table 22 Baby Sun Care Brand Shares by Retail Value 2004-2007
Table 23 Forecast Sales of Baby Care by Subsector: Value 2007-2012
Table 24 Forecast Sales of Baby Care by Subsector: % Value Growth 2007-2012
Table 25 Forecast Baby Care Premium Vs Mass % Analysis 2007-2012
BATH AND SHOWER PRODUCTS IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 26 Sales of Bath and Shower Products by Subsector: Value 2002-2007
Table 27 Sales of Bath and Shower Products by Subsector: % Value Growth 2002-2007
Table 28 Bath and Shower Products Premium Vs Mass % Analysis 2002-2007
Table 29 Bath and Shower Products Company Shares by Retail Value 2003-2007
Table 30 Bath and Shower Products Brand Shares by Retail Value 2004-2007
Table 31 Bath and Shower Products Premium Brand Shares 2007
Table 32 Forecast Sales of Bath and Shower Products by Subsector: Value 2007-2012
Table 33 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2007-2012
Table 34 Forecast Bath and Shower Products Premium Vs Mass % Analysis 2007-2012
DEODORANTS IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 35 Sales of Deodorants by Subsector: Value 2002-2007
Table 36 Sales of Deodorants by Subsector: % Value Growth 2002-2007
Table 37 Deodorants Premium Vs Mass % Analysis 2002-2007
Table 38 Deodorants Company Shares by Retail Value 2003-2007
Table 39 Deodorants Brand Shares by Retail Value 2004-2007
Table 40 Deodorants Premium Brand Shares 2007
Table 41 Forecast Sales of Deodorants by Subsector: Value 2007-2012
Table 42 Forecast Sales of Deodorants by Subsector: % Value Growth 2007-2012
Table 43 Forecast Deodorants Premium Vs Mass % Analysis 2007-2012
HAIR CARE IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Retail Sales of Styling Agents by Type 2003-2007
Table 45 Retail Sales of Salon Hair Care by Subsector 2003-2007
Table 46 Sales of Hair Care by Subsector: Value 2002-2007
Table 47 Sales of Hair Care by Subsector: % Value Growth 2002-2007
Table 48 Hair Care Premium Vs Mass % Analysis 2002-2007
Table 49 Hair Care Company Shares by Retail Value 2003-2007
Table 50 Hair Care Brand Shares by Retail Value 2004-2007
Table 51 Styling Agents Brand Shares by Retail Value 2004-2007
Table 52 Colourants Brand Shares by Retail Value 2004-2007
Table 53 Salon Hair Care Company Shares by Retail Value 2003-2007
Table 54 Salon Hair Care Brand Shares by Retail Value 2004-2007
Table 55 Hair Care Premium Brand Shares 2007
Table 56 Forecast Sales of Hair Care by Subsector: Value 2007-2012
Table 57 Forecast Sales of Hair Care by Subsector: % Value Growth 2007-2012
Table 58 Forecast Hair Care Premium Vs Mass % Analysis 2007-2012
COLOUR COSMETICS IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 59 Sales of Colour Cosmetics by Subsector: Value 2002-2007
Table 60 Sales of Colour Cosmetics by Subsector: % Value Growth 2002-2007
Table 61 Colour Cosmetics Premium Vs Mass % Analysis 2002-2007
Table 62 Colour Cosmetics Company Shares by Retail Value 2003-2007
Table 63 Colour Cosmetics Brand Shares by Retail Value 2004-2007
Table 64 Facial Make-up Brand Shares by Retail Value 2004-2007
Table 65 Eye Make-up Brand Shares by Retail Value 2004-2007
Table 66 Lip Products Brand Shares by Retail Value 2004-2007
Table 67 Nail Products Brand Shares by Retail Value 2004-2007
Table 68 Colour Cosmetics Premium Brand Shares 2007
Table 69 Forecast Sales of Colour Cosmetics by Subsector: Value 2007-2012
Table 70 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2007-2012
Table 71 Forecast Colour Cosmetics Premium Vs Mass % Analysis 2007-2012
MEN'S GROOMING PRODUCTS IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 72 Sales of Men's Grooming Products by Subsector: Value 2002-2007
Table 73 Sales of Men's Grooming Products by Subsector: % Value Growth 2002-2007
Table 74 Sales of Men's Razors and Blades by Type 2005-2007
Table 75 Men's Grooming Products Company Shares by Retail Value 2003-2007
Table 76 Men's Grooming Products Brand Shares by Retail Value 2004-2007
Table 77 Men's Razors and Blades Brand Shares by Retail Value 2004-2007
Table 78 Forecast Sales of Men's Grooming Products by Subsector: Value 2007-2012
Table 79 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2007-2012
ORAL HYGIENE IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 80 Retail Sales of Toothpaste by Type: % Analysis 2003-2007
Table 81 Retail Sales of Manual Toothbrushes by Type: % Analysis 2003-2007
Table 82 Sales of Oral Hygiene by Subsector: Value 2002-2007
Table 83 Sales of Oral Hygiene by Subsector: % Value Growth 2002-2007
Table 84 Sales of Manual and Power Toothbrushes by Type: Value 2002-2007
Table 85 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2002-2007
Table 86 Oral Hygiene Company Shares by Retail Value 2003-2007
Table 87 Oral Hygiene Brand Shares by Retail Value 2004-2007
Table 88 Toothpaste Brand Shares by Retail Value 2004-2007
Table 89 Mouthwash/Dental Rinses Brand Shares by Retail Value 2004-2007
Table 90 Forecast Sales of Oral Hygiene by Subsector: Value 2007-2012
Table 91 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2007-2012
Table 92 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2007-2012
Table 93 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2007-2012
FRAGRANCES IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 94 Retail Sales of Fragrances by Concentration 2003-2007
Table 95 Sales of Fragrances by Subsector: Value 2002-2007
Table 96 Sales of Fragrances by Subsector: % Value Growth 2002-2007
Table 97 Fragrances Premium Vs Mass % Analysis 2002-2007
Table 98 Fragrances Company Shares by Retail Value 2003-2007
Table 99 Fragrances Brand Shares by Retail Value 2004-2007
Table 100 Men's Premium Fragrances Brand Shares by Retail Value 2004-2007
Table 101 Women's Premium Fragrances Brand Shares by Retail Value 2004-2007
Table 102 Forecast Sales of Fragrances by Subsector: Value 2007-2012
Table 103 Forecast Sales of Fragrances by Subsector: % Value Growth 2007-2012
Table 104 Forecsast Fragrances Premium Vs Mass % Analysis 2007-2012
SKIN CARE IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 105 Sales of Skin Care by Subsector: Value 2002-2007
Table 106 Sales of Skin Care by Subsector: % Value Growth 2002-2007
Table 107 Skin Care Premium Vs Mass % Analysis 2002-2007
Table 108 Skin Care Company Shares by Retail Value 2003-2007
Table 109 Skin Care Brand Shares by Retail Value 2004-2007
Table 110 Facial Moisturisers Brand Shares by Retail Value 2004-2007
Table 111 Nourishers/Anti-agers Brand Shares by Retail Value 2004-2007
Table 112 Firming/Anti-cellulite Body Care Brand Shares by Retail Value 2004-2007
Table 113 General Purpose Body Care Brand Shares by Retail Value 2004-2007
Table 114 Skin Care Premium Brand Shares 2007
Table 115 Forecast Sales of Skin Care by Subsector: Value 2007-2012
Table 116 Forecast Sales of Skin Care by Subsector: % Value Growth 2007-2012
Table 117 Forecast Skin Care Premium Vs Mass % Analysis 2007-2012
DEPILATORIES IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 118 Sales of Depilatories by Subsector: Value 2002-2007
Table 119 Sales of Depilatories by Subsector: % Value Growth 2002-2007
Table 120 Depilatories Company Shares by Retail Value 2003-2007
Table 121 Depilatories Brand Shares by Retail Value 2004-2007
Table 122 Forecast Sales of Depilatories by Subsector: Value 2007-2012
Table 123 Forecast Sales of Depilatories by Subsector: % Value Growth 2007-2012
SUN CARE IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 124 Retail Sales of Sun Protection by Factor: % Analysis 2003-2007
Table 125 Retail Sales of Sun Protection by Formulation: % Analysis 2003-2007
Table 126 Sales of Sun Care by Subsector: Value 2002-2007
Table 127 Sales of Sun Care by Subsector: % Value Growth 2002-2007
Table 128 Sun Care Premium Vs Mass % Analysis 2002-2007
Table 129 Sun Care Company Shares by Retail Value 2003-2007
Table 130 Sun Care Brand Shares by Retail Value 2004-2007
Table 131 Sun Care Premium Brand Shares 2007
Table 132 Forecast Sales of Sun Care by Subsector: Value 2007-2012
Table 133 Forecast Sales of Sun Care by Subsector: % Value Growth 2007-2012
Table 134 Forecast Sun Care Premium Vs Mass % Analysis 2007-2012