Executive Summary

Jun 2019
PROSPECTS
Growth in bar soap drives down growth in liquid soap and shower gel

In 2018, bar soap and bath additives saw growth in bath and shower. Both categories saw positive performances in current value terms, in spite of the overall negative performance of bath and shower.

Ecologically friendly and cruelty-free products thrive

Consumer conscience is extending into many different areas. Ecologically-friendly packaging is a priority for many buyers, who opt not to buy plastic-based containers.

Social media becomes more important for brands

In recent years, consumers’ choices were increasingly impacted by social media content. Brands use social media platforms to showcase their new products.

COMPETITIVE LANDSCAPE
International players lead body wash/shower gel

Even though bath and shower diversified greatly in recent years, there is still a strong concentration of retail value sales amongst a few products. Specifically, body wash/shower gel represented over half of value sales in 2018.

Bath additives sees more local players

German brands play a stronger role within bath additives. In this bath and shower category, brands such as Kneipp (Paul Hartmann as GBO) and Tetesept (Merz), as well as private label lines from dm, Rossmann and Rewe, represent high value share.

A declining share in a declining category

Johnson & Johnson is facing one of its biggest branding and operational challenges in recent years. Allegations of users of its talcum powder getting cancer contributed to the decline in sales of talcum powder, adding more strife to an already troubled category.

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Bath and Shower in Germany

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Overview

Discover the latest market trends and uncover sources of future market growth for the Bath and Shower industry in Germany with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Bath and Shower industry in Germany, our research will save you time and money while empowering you to make informed, profitable decisions.

The Bath and Shower in Germany market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Bath and Shower in Germany?
  • What are the major brands in Germany?
  • How are sales of private label products evolving?
  • What is the importance of intimate washes in the overall category context?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Bath and Shower in Germany - Category analysis

HEADLINES

PROSPECTS

Growth in bar soap drives down growth in liquid soap and shower gel
Ecologically friendly and cruelty-free products thrive
Social media becomes more important for brands

COMPETITIVE LANDSCAPE

International players lead body wash/shower gel
Bath additives sees more local players
A declining share in a declining category

CATEGORY DATA

Table 1 Sales of Bath and Shower by Category: Value 2013-2018
Table 2 Sales of Bath and Shower by Category: % Value Growth 2013-2018
Table 3 Sales of Bath and Shower by Premium vs Mass: % Value 2013-2018
Table 4 NBO Company Shares of Bath and Shower: % Value 2014-2018
Table 5 LBN Brand Shares of Bath and Shower: % Value 2015-2018
Table 6 LBN Brand Shares of Premium Bath and Shower: % Value 2015-2018
Table 7 Forecast Sales of Bath and Shower by Category: Value 2018-2023
Table 8 Forecast Sales of Bath and Shower by Category: % Value Growth 2018-2023
Table 9 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023

Beauty and Personal Care in Germany - Industry Overview

EXECUTIVE SUMMARY

Positive performance for beauty and personal care
Skin care remains most lucrative
L’Oréal continues to lead despite high fragmentation
Natural remains a key theme, with vegan and clean ingredients
Sustainability and natural are engines for growth in the forecast period

MARKET DATA

Table 10 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 11 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 12 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 13 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 14 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 15 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 16 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 17 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 18 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 19 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources