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Research report on beauty and personal care in germany

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Even with the on-going economic uncertainties in Europe, the beauty and personal care market registered healthy value growth in Germany in 2011. Apart from baby and child-specific products, which remained rather flat, most other products within this industry increased their sales. Nail products was a booming category, influenced by a rise of women perceiving nails as part of their style and using fancy nail polishes or nail art.

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Research report on beauty and personal care in germany

  1. 1. Research Report on Beauty and Personal Care in GermanyOverviewDiscover the latest market trends and uncover sources of future market growth for the Beauty andPersonal Care industry in Germany with research from Euromonitors team of in-country analysts.Buy Your Copy of Report: http://www.reportsnreports.com/reports/181603-beauty-and-personal-care-in-germany.htmlReport Details:Published: July 2012Price Single User License: US $ 2400Find hidden opportunities in the most current research data available, understand competitivethreats with our detailed market analysis, and plan your corporate strategy with our expertqualitative analysis and growth projections.If youre in the Beauty and Personal Care industry in Germany, our research will save you time andmoney while empowering you to make informed, profitable decisions.When you purchase this report, you also get the data and the content from these category reports inGermany for free:Baby careBath and showerColour cosmeticsDeodorantsDepilatoriesFragrancesHair careMens grooming
  2. 2. Oral careSets/kitsSkin careSun carelThe Beauty and Personal Care in Germany market research report includes:Analysis of key supply-side and demand trendsDetailed segmentation of international and local productsHistoric volumes and values, company and brand market sharesFive year forecasts of market trends and market growthRobust and transparent market research methodology, conducted in-countryOur market research reports answer questions such as:What is the market size of Beauty and Personal Care in Germany?What are the major brands in Germany?How are sales of mass versus premium beauty products evolving?What are the key shifts in retail channel distribution?Why buy this report?Gain competitive intelligence about market leadersTrack key industry trends, opportunities and threatsInform your marketing, brand, strategy and market development, sales and supply functionsThis industry report originates from Passport, our Beauty and Personal Care market researchdatabase.Sample AnalysisEXECUTIVE SUMMARY
  3. 3. Continued growth for beauty and personal care in 2011Even with the on-going economic uncertainties in Europe, the beauty and personal care marketregistered healthy value growth in Germany in 2011. Apart from baby and child-specific products,which remained rather flat, most other products within this industry increased their sales. Nailproducts was a booming category, influenced by a rise of women perceiving nails as part of theirstyle and using fancy nail polishes or nail art.Men’s grooming and niche sets/kits among the fastest growing in 2011Sets/kits registered the highest growth rate in value terms, but remained a very niche product,accounting for only a small proportion of overall beauty and personal care sales. Other thansets/kits, men’s grooming performed best. For men’s grooming, value growth was driven largely byprice increases. Nonetheless, various new product launches helped to stimulate demand, asmanufacturers increasingly tried to offset stagnating sales through adding value to the products byoffering more features.Big multinationals lead the market, including local giantsThe beauty and personal care industry is fragmented, with the leading positions in the hands ofmultinationals. L’Oréal held on to its top spot despite a slight weakening in value share, as itsclosest rival – local giant Beiersdorf – also declined in value share in 2011. L’Oréal’s top position inGermany is thanks to its fashionable image and active promotions through mass media. Beiersdorfrefocused on skin care with Nivea, and withdrew its colour cosmetics range Nivea Beauté, which ledto notable decline in value share in 2011, as the company took steps to address its weakeningperformance over the review period. Meanwhile, with a focus on personal care products, Procter &Gamble managed to have a stable value share performance in 2011. Another key local company,Hans Schwarzkopf & Henkel, continued to pressure the top three players, also showing a stableperformance in 2011.Parapharmacies/drugstores remain most popular channel
  4. 4. The most important retail channel for beauty and personal care is parapharmacies/drugstores.Beauty specialists are the second most important. Both retailers are trusted channels forconsumers to buy their beauty and personal care products, with discounters having a smallerpresence than in many other FMCG industries. Parapharmacies/drugstores such as dm, Rossmannand Schlecker offer a large product range and many female consumers enjoy the shoppingexperience in their outlets. Another important channel for beauty and personal care is departmentstores, although they declined in popularity over the review period. Discounters are steadilygrowing in value share, although they are some way behind parapharmacies/drugstores.Discounters increased their ranges of beauty and personal care over the review period, providingmore competition in the market.Stagnating future inevitable but pockets of growth remainBeauty and personal care is predicted to experience only slight growth in constant value terms overthe forecast period. In this innovation-led market, manufacturers are expected to continue to drivesales through new product development. However, achieving a significant impact on sales of beautyand personal care is likely to be very challenging, as the market is already characterised by a highlevel of saturation. Therefore, manufacturers will struggle to achieve volume growth, although aslight increase in constant value sales is still sustainable with consumers trading up to higherpriced products, as well as a trend towards more natural products which command higher pricesTable of ContentsBeauty and Personal Care in Germany - Industry OverviewEXECUTIVE SUMMARYContinued growth for beauty and personal care in 2011Men’s grooming and niche sets/kits among the fastest growing in 2011Big multinationals lead the market, including local giantsParapharmacies/drugstores remain most popular channelStagnating future inevitable but pockets of growth remain
  5. 5. KEY TRENDS AND DEVELOPMENTSTrading up leads to declining shares for cheap mass brands and private labelValue-added products grow as consumers seek good value for their moneyNaturalness remains key trend within beauty and personal careAgeing population remains a growth opportunityGrowing popularity of e-commerce boosts on-line salesMARKET DATATable 1 Sales of Beauty and Personal Care by Category: Value 2006-2011Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2006-2011Table 3 Sales of Premium Cosmetics by Category: Value 2006-2011Table 4 Sales of Premium Cosmetics by Category: % Value Growth 2006-2011Table 5 Beauty and Personal Care Company Shares by NBO 2007-2011Table 6 Beauty and Personal Care Company Shares by GBO 2007-2011Table 7 Beauty and Personal Care Brand Shares 2008-2011Table 8 Penetration of Private Label by Category 2006-2011Table 9 Sales of Beauty and Personal Care by Distribution Format: % Analysis 2006-2011Table 10 Sales of Beauty and Personal Care by Category and by Distribution Format: % Analysis2011Table 11 Forecast Sales of Beauty and Personal Care by Category: Value 2011-2016Table 12 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2011-2016Table 13 Forecast Sales of Premium Cosmetics by Category: Value 2011-2016Table 14 Forecast Sales of Premium Cosmetics by Category: % Value Growth 2011-2016
  6. 6. APPENDIXDEFINITIONSSOURCESSummary 1 Research SourcesBeauty and Personal Care in Germany - Company ProfilesBabor GmbH & Co, Dr in Beauty and Personal Care (Germany)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONCOMPETITIVE POSITIONINGSummary 4 Babor GmbH & Co KG: Competitive Position 2011Beiersdorf AG in Beauty and Personal Care (Germany)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONSummary 7 Beiersdorf AG: Production Statistics 2011
  7. 7. COMPETITIVE POSITIONINGSummary 8 Beiersdorf AG: Competitive Position 2011Coty Deutschland GmbH in Beauty and Personal Care (Germany)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONCOMPETITIVE POSITIONINGSummary 10 Coty Deutschland GmbH: Competitive Position 2011Summary 11 Lancaster Group Deutschland GmbH: Competitive Position 2011Dalli-Werke Mäurer & Wirtz GmbH & Co KG in Beauty and Personal Care (Germany)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONSummary 13 Dalli-Werke Mäurer & Wirtz GmbH & Co KG: Production Statistics 2011COMPETITIVE POSITIONINGSummary 14 Dalli-Werke Mäurer & Wirtz GmbH & Co KG: Competitive Position 2011Douglas GmbH, Parfümerie in Beauty and Personal Care (Germany)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUND
  8. 8. Chart 1 Douglas GmbH, Parfümerie: Douglas in HannoverINTERNET STRATEGYPRIVATE LABELSummary 17 Douglas GmbH, Parfümerie: Private Label PortfolioCOMPETITIVE POSITIONINGSummary 18 Douglas GmbH, Parfümerie: Competitive Position 2011Hans Schwarzkopf & Henkel GmbH & Co KG in Beauty and Personal Care (Germany)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONCOMPETITIVE POSITIONINGSummary 21 Hans Schwarzkopf & Henkel GmbH & Co KG: Competitive Position 2011LOréal Deutschland GmbH in Beauty and Personal Care (Germany)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONCOMPETITIVE POSITIONINGSummary 24 L’Oréal Deutschland GmbH: Competitive Position 2011Procter & Gamble GmbH in Beauty and Personal Care (Germany)STRATEGIC DIRECTION
  9. 9. KEY FACTSCOMPANY BACKGROUNDPRODUCTIONSummary 27 Procter & Gamble GmbH: Production Statistics 2011COMPETITIVE POSITIONINGSummary 28 Procter & Gamble GmbH: Competitive Position 2011Summary 29 P&G Prestige Beauté GmbH: Competitive Position 2011Unilever Deutschland GmbH in Beauty and Personal Care (Germany)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONSummary 32 Unilever Deutschland GmbH: Production Statistics 2011COMPETITIVE POSITIONINGSummary 33 Unilever Deutschland GmbH: Competitive Position 2011Weleda AG in Beauty and Personal Care (Germany)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONCOMPETITIVE POSITIONINGSummary 36 Weleda AG: Competitive Position 2011
  10. 10. Baby and Child-specific Products in Germany - Category AnalysisHEADLINESTRENDSNaturally-positioned products is the main trend in baby care. Many parents distrust syntheticchemical ingredients, and they want to protect their babies’ and children’s skin from any possibleharm, and therefore increasingly tend to buy naturally-positioned products, which often meansfewer ingredients, such as baby care products “without perfume”.COMPETITIVE LANDSCAPEJohnson & Johnson GmbH continued to lead sales in 2011, with a 21% value share. It was followedby Nestlé and Procter & Gamble, which registered shares of 15% and 9%, respectively. Theirbrands, Penaten, Bübchen and Pampers, have a strong brand image in Germany due to their longbrand history.PROSPECTSNaturally positioned and organic products are expected to continue to perform well over theforecast period. Parents prefer to save on their own personal care products and spend a little moreon a high quality product for their new-born. Parents are likely to buy fewer products, but of betterquality or premium brands.CATEGORY DATATable 15 Sales of Baby and Child-specific Products by Category: Value 2006-2011Table 16 Sales of Baby and Child-specific Products by Category: % Value Growth 2006-2011
  11. 11. Table 17 Baby and Child-specific Products Premium Vs Mass % Analysis 2006-2011Table 18 Baby and Child-specific Products Company Shares 2007-2011Table 19 Baby and Child-specific Products Brand Shares 2008-2011Table 20 Baby and Child-specific Products Premium Brand Shares 2008-2011Table 21 Baby and Child-specific Skin Care Brand Shares 2008-2011Table 22 Baby and Child-specific Sun Care Brand Shares 2008-2011Table 23 Forecast Sales of Baby and Child-specific Products by Category: Value 2011-2016Table 24 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2011-2016Table 25 Forecast Baby and Child-specific Products Premium Vs Mass % Analysis 2011-2016Bath and Shower in Germany - Category AnalysisHEADLINESTRENDSLow unemployment and increases in disposable incomes allowed many German consumers tochange their consumption habits, aiming to incorporate more wellness features in their dailyroutines. This often included a shift from private label and cheaper brands in bath and showerproducts to higher priced mass brands. As a consequence, sales value in bath and shower showed astrong performance, while volumes were stagnating or even slightly declining in some categories.COMPETITIVE LANDSCAPEThe bath and shower products category in Germany is quite fragmented, with no company having adominant share. With a 13% share in bath and shower products, Beiersdorf led sales in 2011, aheadof Unilever and Colgate-Palmolive, which accounted for 11% and 9% of value, respectively. There isa high level of competition between manufacturers, which keeps prices low.
  12. 12. PROSPECTSThe strong performance that bath and shower products saw in 2011 was for the most part causedby consumers who traded up from cheaper brands to higher priced ones. Some of these consumerssimply started to use again the brand that they had used prior to the financial crisis. However, sincethe strong economic uptrend that Germany saw in 2011 is expected to cool down, trading up islikely to stop. In addition, bath and shower products are lacking key innovations that could drive astrong performance over the forecast period. It is thus expected that bath and shower products willsee a CAGR of less than 1% in constant value terms between 2011 and 2016.CATEGORY DATATable 26 Sales of Bath and Shower by Category: Value 2006-2011Table 27 Sales of Bath and Shower by Category: % Value Growth 2006-2011Table 28 Bath and Shower Premium Vs Mass % Analysis 2006-2011Table 29 Bath and Shower Company Shares 2007-2011Table 30 Bath and Shower Brand Shares 2008-2011Table 31 Bath and Shower Premium Brand Shares 2008-2011Table 32 Forecast Sales of Bath and Shower by Category: Value 2011-2016Table 33 Forecast Sales of Bath and Shower by Category: % Value Growth 2011-2016Table 34 Forecast Bath and Shower Premium Vs Mass % Analysis 2011-2016Colour Cosmetics in Germany - Category AnalysisHEADLINESTRENDS
  13. 13. Naturally positioned cosmetics continued to perform well in Germany in 2011. Consumers areincreasingly careful with their health and therefore more interested in the ingredients in theproducts they buy. This is affecting colour cosmetics, as it is a product that goes directly on the skin.Also, having a more natural look became trendy.COMPETITIVE LANDSCAPEWith a 36% value share, L’Oréal Deutschland GmbH continued to lead colour cosmetics sales in2011 in Germany. Cosnova GmbH and Dr Scheller Cosmetics AG followed with, respectively, 10%and 7% value shares. Due to the extensive brand presence of L’Oréal in colour cosmetics, it isdifficult for other manufacturers to compete with the key player.PROSPECTSNaturalness and ethical concerns are expected to remain important over the forecast period incolour cosmetics. Consumers are likely to prefer naturally positioned make-up and more accessibleproducts. Natural make-up is in line with the on-going concerns many people have in regard to theproducts they buy. Innovations which promise technological expertise are also expected to attractconsumers’ attention, which can result in a short-term success.CATEGORY DATATable 35 Sales of Colour Cosmetics by Category: Value 2006-2011Table 36 Sales of Colour Cosmetics by Category: % Value Growth 2006-2011Table 37 Colour Cosmetics Company Shares 2007-2011Table 38 Colour Cosmetics Brand Shares 2008-2011Table 39 Eye Make-up Brand Shares 2008-2011Table 40 Facial Make-up Brand Shares 2008-2011
  14. 14. Table 41 Lip Products Brand Shares 2008-2011Table 42 Nail Products Brand Shares 2008-2011Table 43 Colour Cosmetics Premium Brand Shares 2008-2011Table 44 Forecast Sales of Colour Cosmetics by Category: Value 2011-2016Table 45 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2011-2016Deodorants in Germany - Category AnalysisHEADLINESTRENDSAfter expectations in the industry had been high to attract consumers with natural products thatcontain less synthetic ingredients, these expectations have not been fulfilled. There is only a verytiny clientele that is ready to buy natural deodorants, and these consumers prefer to buy productsfrom established domestic “green” brands, like Weleda, Melvita and Lavera, rather than naturalbrand extensions from international players. Such brand extensions, like Rexona Natural Mineralsor Nivea Pure & Natural Action, have seen little demand. Many consumers remained sceptical aboutthe effectiveness of these products and will require positive recommendations before they try themout.COMPETITIVE LANDSCAPEDeodorants were led by Unilever for the second year in 2011. The brands of Unilever togetheraccounted for a 32% share of value, showing a marginal increase from the previous year. Unileveroffers several clearly differentiated brands, including Axe, Rexona and Rexona Men, Dove andImpulse. With the launch of the new brand extension Dove Men+Care, Unilever tried to increase itsshare among the target group of men who are beyond their 20s and typically married. Unilever’slead in the category is, however, very tiny, as it is followed by Beiersdorf with a 31% value share.Beiersdorf’s traditional brand Nivea accounted for a 16% share in 2011, as in 2010. It also has theNivea for Men sub-brand, 8x4 and several other smaller brands. Both Unilever and Beiersdorf have
  15. 15. a strong distribution network and continued to invest heavily in marketing and new productdevelopment throughout the review period.PROSPECTSThe forecast period is expected to see constant value growth slow down to just a 1% CAGR,compared with the 3% constant value CAGR seen during the review period. The slowing growthrate will mainly be a result of maturity and the ageing population, with the main product areas,such as deodorants sprays and roll-ons, seeing slowing volume growth as a result. Strongercompetition from private label products will also contribute to a slowdown in value growth.Deodorant sprays and deodorant roll-ons are expected to see volume growth drop from a 5% CAGRduring the review period to 2-3% CAGRs during the forecast period.CATEGORY DATATable 46 Sales of Deodorants by Category: Value 2006-2011Table 47 Sales of Deodorants by Category: % Value Growth 2006-2011Table 48 Deodorants Premium Vs Mass % Analysis 2006-2011Table 49 Deodorants Company Shares 2007-2011Table 50 Deodorants Brand Shares 2008-2011Table 51 Deodorants Premium Brand Shares 2008-2011Table 52 Forecast Sales of Deodorants by Category: Value 2011-2016Table 53 Forecast Sales of Deodorants by Category: % Value Growth 2011-2016Table 54 Forecast Deodorants Premium Vs Mass % Analysis 2011-2016Depilatories in Germany - Category AnalysisHEADLINES
  16. 16. TRENDSDepilatories is a mature and saturated market. Manufacturers struggle with innovations and it isincreasingly difficult to revive the market. Other depilatory methods, such as electric razors or laserhair removal, are increasingly getting consumers’ attention, which negatively impacts thedepilatories volume sales. The weather is another factor that affects depilatory sales. With a shortsummer in Germany in 2011, women were less encouraged to show off their legs, which dampenedthe frequency of shaving.COMPETITIVE LANDSCAPEWith 40% of value sales, Procter & Gamble GmbH remained leader in 2011. The company is presentwith several brands and benefits from significant brand loyalty. Gillette Venus, its core brand,registered value growth of 4% in 2011, and is always supported by strong advertising campaigns.Procter & Gamble collaborates with stars such as Jennifer Lopez and TV programmes such as“Germany’s Next Top Model”.PROSPECTSDepilatories sales are expected to be affected during the forecast period by competition from otherdepilatory methods, as well as potentially by the weather. With warmer temperatures, women areencouraged to show off their legs which would boost the frequency of shaving. Female consumersare expected to continue searching for the ideal solution to deal with hair growth, and competitionfrom laser hair removal is a threat to sales of depilatories.CATEGORY DATATable 55 Sales of Depilatories by Category: Value 2006-2011Table 56 Sales of Depilatories by Category: % Value Growth 2006-2011Table 57 Depilatories Company Shares 2007-2011
  17. 17. Table 58 Depilatories Brand Shares 2008-2011Table 59 Forecast Sales of Depilatories by Category: Value 2011-2016Table 60 Forecast Sales of Depilatories by Category: % Value Growth 2011-2016Fragrances in Germany - Category AnalysisHEADLINESTRENDSFragrances are still perceived as a luxury that is not needed in everyday life. People are thereforemore careful when choosing their perfume. They try a lot of different scents to find out which onecombines with their personality and has the image they want to give of themselves.COMPETITIVE LANDSCAPEP&G Prestige Beauté GmbH continued to lead the fragrances category in 2011, with a 17% valueshare. The company is present with several strong brands in different price bands, such as Boss inpremium fragrances and Mexx in mass fragrances. Coty Deutschland GmbH was the second largestplayer in 2011, with a 13% value share.PROSPECTSDuring the forecast period, consumers are increasingly set to choose one perfume that they feelsuits them. Premium fragrances are likely to be preferred, as when choosing a brand they are likelyto stick to, people are more inclined to want something luxurious. An on-going trend will bepackaging downsizing for a growing number of brands so that premium fragrances remainaffordable.
  18. 18. CATEGORY DATATable 61 Sales of Fragrances by Category: Value 2006-2011Table 62 Sales of Fragrances by Category: % Value Growth 2006-2011Table 63 Fragrances Company Shares 2007-2011Table 64 Fragrances Brand Shares 2008-2011Table 65 Mens Premium Fragrances Brand Shares 2008-2011Table 66 Womens Premium Fragrances Brand Shares 2008-2011Table 67 Forecast Sales of Fragrances by Category: Value 2011-2016Table 68 Forecast Sales of Fragrances by Category: % Value Growth 2011-2016Table 69 Sales of Fragrances by Concentration: % Value Analysis 2006-2011Hair Care in Germany - Category AnalysisHEADLINESTRENDSHair care saw a decent performance in 2011, growing by 2% in current value terms to reach €2.2billion. The category profited from the high attention that Germans pay to styling and colouringtheir hair. The increase in disposable incomes that many consumers saw in 2011 eased theirhesitation to buy high priced brands. However, this positive development was restrained byincreased demand for bigger formats. This trend shows that a large number of consumers have notprofited from the economic upturn of 2011, and are thus seeking to adapt to lower incomes.COMPETITIVE LANDSCAPE
  19. 19. Hans Schwarzkopf & Henkel GmbH & Co KG continued to lead sales in the category in 2011, with aslight rise in share from 2010. Henkel accounted for 29% of sales value in 2011. Hans Schwarzkopf& Henkel’s strongest brand, Schwarzkopf Poly, saw a weak performance in colourants, the categoryin which the company is dominant, with a 56% share. Moreover, Henkel’s low priced brandSchauma saw a weak performance in shampoos. However, these losses were outweighed by thecompany’s salon-like brand Syoss, which saw a strong performance in colourants and stylingagents, and the newly introduced product line Syoss for men had a promising start in the market.PROSPECTSSales of hair care are expected to see a marginal decline in constant value terms between 2011 and2016, totalling 1%, with sales remaining slightly above €2.1 billion at constant 2011 prices. Thedecline will be largely a consequence of the ageing population. The category is lacking a keyinnovation of any kind that could bring a considerable rise in the average spent per capita. Thatsaid, it is expected that innovations like dry shampoo and “natural” products with formulations thatare based on herbal and other natural ingredients will help to keep the losses in hair care sales verysmall.CATEGORY DATATable 70 Sales of Hair Care by Category: Value 2006-2011Table 71 Sales of Hair Care by Category: % Value Growth 2006-2011Table 72 Hair Care Premium Vs Mass % Analysis 2006-2011Table 73 Sales of Styling Agents by Type: % Value Breakdown 2006-2011Table 74 Hair Care Company Shares 2007-2011Table 75 Hair Care Brand Shares 2008-2011Table 76 Styling Agents Brand Shares 2008-2011Table 77 Colourants Brand Shares 2008-2011Table 78 Salon Hair Care Company Shares 2007-2011Table 79 Salon Hair Care Brand Shares 2008-2011
  20. 20. Table 80 Hair Care Premium Brand Shares 2008-2011Table 81 Forecast Sales of Hair Care by Category: Value 2011-2016Table 82 Forecast Sales of Hair Care by Category: % Value Growth 2011-2016Table 83 Forecast Hair Care Premium Vs Mass % Analysis 2011-2016Mens Grooming in Germany - Category AnalysisHEADLINESTRENDSSales of men’s grooming are very much driven by high demand from men in the age group 17-34years, often referred to as “generation Y”. The propensity to spend money on pampering productshas risen among many German men in this age group, distinguishing it from the previousgeneration that had mostly ignored pampering and the grooming culture. The new pamperingconsumption climate has been fuelled in part by greater investment in advertising, for example inthe leading men’s magazines. It is now common for men’s grooming products to be supported bycelebrity endorsements, something that was once only visible in women’s beauty and personal care.COMPETITIVE LANDSCAPEBeiersdorf continues to lead in men’s toiletries. Its brand Nivea for Men saw a strong performancein 2011, gaining in share to account for 22% of value in men’s toiletries. This was a significantsuccess, particularly since the unisex sister brand Nivea saw a weak performance over most of thereview period. Men’s shaving, the other large category in men’s grooming, is led by Procter &Gamble, which saw a marginal decline in its value share, to 47%.PROSPECTS
  21. 21. Growth in men’s grooming is expected to slow down over the forecast period, because the categoryis on the verge of becoming saturated. The pampering consumption trend among male Germanswill stimulate some growth, but many young German men do not have sufficient incomes toincrease their spending. The strong economic upturn that Germany has seen in 2011 is unlikely tocontinue over the forecast period, and a large number of men will thus face stagnation in theirincomes that will affect their spending on grooming products.CATEGORY DATATable 84 Sales of Men’s Grooming by Category: Value 2006-2011Table 85 Sales of Men’s Grooming by Category: % Value Growth 2006-2011Table 86 Sales of Mens Razors and Blades by Type: % Value Breakdown 2007-2011Table 87 Men’s Grooming Company Shares 2007-2011Table 88 Men’s Grooming Brand Shares 2008-2011Table 89 Mens Razors and Blades Brand Shares 2008-2011Table 90 Forecast Sales of Men’s Grooming by Category: Value 2011-2016Table 91 Forecast Sales of Men’s Grooming by Category: % Value Growth 2011-2016Table 92 Sales of Body Shavers by Type 2006-2011Oral Care in Germany - Category AnalysisHEADLINESTRENDSGerman consumers increased their spending on oral care products in 2011, consequently, oral caresaw a strong performance in value. The growth in current value was significantly higher thangrowth in volume, which reflects the trend that many consumers have started to seek better qualityproducts. The increase in disposable incomes that many Germans saw in 2011 contributed to this
  22. 22. behaviour, but it was also a consequence of the growing consumer awareness that buying goodquality can be more rewarding in the long term than simply buying what is cheap, especially whenhealth is concerned.COMPETITIVE LANDSCAPEThe oral category is dominated by international manufacturers. GlaxoSmithKline leads, with a 24%share of value, followed by Procter & Gamble, with a share of 21%. Procter & Gamble saw its shareincrease by almost two percentage points in 2011, as it benefited from the strong performance ofits Oral-B brand, which dominates in power toothbrushes, with over a 50% share in the category.Gaba GmbH, which has belonged to Colgate-Palmolive since 2004, was placed third, followed byColgate-Palmolive (Germany) GmbH itself. (It should be noted that GBO shares differ from NBOshares, due to the ownership of Gaba GmbH by Colgate-Palmolive and Oral-B Laboratories GmbH byProcter & Gamble.)PROSPECTSOral care products are expected to grow by a CAGR of 1% in constant value terms between 2011and 2016. While in 2012 oral care is expected to grow by 2%, the growth rate will gradually fallover the period to 2016. Growth will be driven by an increase in the number of people who payattention to oral care regimes and are willing to try out new products. However, the expectedcooling down of the German economy and the shrinking population will have a negative impact ongrowth, which explains the fairly limited growth that it is expected in oral care.CATEGORY DATATable 93 Sales of Oral Care by Category: Value 2006-2011Table 94 Sales of Oral Care by Category: % Value Growth 2006-2011Table 95 Sales of Toothbrushes by Category: Value 2006-2011Table 96 Sales of Toothbrushes by Category: % Value Growth 2006-2011Table 97 Sales of Toothpaste by Type: % Value Breakdown 2007-2011
  23. 23. Table 98 Oral Care Company Shares 2007-2011Table 99 Oral Care Brand Shares 2008-2011Table 100 Toothpaste Brand Shares 2008-2011Table 101 Mouthwashes/Dental Rinses Brand Shares 2008-2011Table 102 Forecast Sales of Oral Care by Category: Value 2011-2016Table 103 Forecast Sales of Oral Care by Category: % Value Growth 2011-2016Table 104 Forecast Sales of Manual and Power Toothbrushes by Category: Value 2011-2016Table 105 Forecast Sales of Manual and Power Toothbrushes by Category: % Value Growth 2011-2016Table 106 Sales of Manual Toothbrushes by Type: % Value Analysis 2006-2011Sets/Kits in Germany - Category AnalysisHEADLINESTRENDSSets/kits represents only a small value share of the overall beauty and personal care market, but isa growing niche. Consumers use them for different reasons; however, they continue to be mainlybought as gifts, and therefore most sales are registered at Christmas time. However, sets/kits arealso often used as a trial or for travel, as they offer a mix of products from different beautycategories in one package and in smaller formats.COMPETITIVE LANDSCAPECoty Deutschland GmbH remained leader of the sets/kits category in 2011, with a 24% value share.It was followed by Estée Lauder GmbH & Co OHG, which accounted for 20% of overall sales. Bothcompanies are present with sets from several of their brands.
  24. 24. PROSPECTSSets/kits are expected to continue to be used as gifts, trials and for travel as they are veryconvenient for those purposes.CATEGORY DATATable 107 Sales of Sets/Kits: Value 2006-2011Table 108 Sales of Sets/Kits: % Value Growth 2006-2011Table 109 Sets/Kits Premium Vs Mass % Analysis 2006-2011Table 110 Sets/Kits Company Shares 2007-2011Table 111 Sets/Kits Brand Shares 2008-2011Table 112 Sets/Kits Premium Brand Shares 2008-2011Table 113 Forecast Sales of Sets/Kits: Value 2011-2016Table 114 Forecast Sales of Sets/Kits: % Value Growth 2011-2016Table 115 Forecast Sets/Kits Premium Vs Mass % Analysis 2011-2016Skin Care in Germany - Category AnalysisHEADLINESTRENDSNatural skin care remains the largest trend in skin care, and consumer interest in these productskept growing in 2011. This inspired strong research and development in the latter part of thereview period. In February 2011, Beiersdorf launched the Nivea Pure & Natural product range.
  25. 25. Nivea being the brand with the highest share in skin care, it becomes clear that the natural trend isno longer a phenomenon within a certain societal group, but has become a broader trend. Thislaunch came after L’Oréal, the number two in skin care in Germany, had launched the organicGarnier Bio Aktiv range in March 2010. On top of that, small competitors in natural cosmetics likeWeleda and Laverana profited from the natural trend, most of them seeing rising shares.COMPETITIVE LANDSCAPEBeiersdorf continued to be the leading manufacturer in skin care in Germany in 2011, recording avalue share of over 16%. This was chiefly due to Beiersdorf’s strong umbrella brand Nivea, withNivea Visage, Nivea Body, Nivea Vital, Nivea for Men and Nivea Hand together accounting for a 12%value share in overall skin care, and benefiting from a unified image and clearly differentiatedproduct areas. Nivea is Germany’s oldest major skin care brand, with consumers having a lot oftrust in the brand. Consumers’ interest is further boosted by strong new product development andmarketing. Beiersdorf also benefits from offering a range of other distinctive and well-establishedbrands, including the mass sensitive skin brand Eucerin, the premium anti-ageing specialist Juvenaand the mass lip care brand Labello.PROSPECTSRising demand is expected to be seen in natural skin care, as German consumers are increasinglyinterested in reducing their exposure to synthetic chemicals and are also increasingly interested inthe health benefits linked to herbs and other plants. These products will thus move further into themainstream during the forecast period. Consequently, more such product launches are expected tobe seen in skin care, after the leading players L’Oréal and Beiersdorf launched natural productranges for Garnier and Nivea in 2010 and 2011.CATEGORY DATATable 116 Sales of Skin Care by Category: Value 2006-2011Table 117 Sales of Skin Care by Category: % Value Growth 2006-2011Table 118 Face Masks: Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2008-2011
  26. 26. Table 119 Facial Cleansers: Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2007-2011Table 120 Facial Moisturisers: Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2008-2011Table 121 Anti-Agers: Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2007-2011Table 122 Toners: Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2007-2011Table 123 Skin Care Company Shares 2007-2011Table 124 Skin Care Brand Shares 2008-2011Table 125 Facial Moisturisers Brand Shares 2008-2011Table 126 Anti-agers Brand Shares 2008-2011Table 127 Firming/Anti-cellulite Body Care Brand Shares 2008-2011Table 128 General Purpose Body Care Brand Shares 2008-2011Table 129 Skin Care Premium Brand Shares 2008-2011Table 130 Forecast Sales of Skin Care by Category: Value 2011-2016Table 131 Forecast Sales of Skin Care by Category: % Value Growth 2011-2016Sun Care in Germany - Category AnalysisHEADLINESTRENDSSales of sun care products had a strong performance in 2011, growing by 3% in current value andby 2% in volume over 2010. Sun care products profited from the Germans’ preference for takingholidays in southern countries. The good economic situation in Germany led to an increase indisposable incomes, which was frequently spent on travelling. The increase in sales of productswith high SPFs and the warm summer of 2011 also contributed to high sales of sun care products.
  27. 27. COMPETITIVE LANDSCAPEL’Oréal remained the leading competitor in 2011, with a 21% value share in total sun care. Thecompany benefits from offering an extremely wide range of brands, including the cosmeceuticalbrand Vichy, the premium brands Lancôme Soleil and Helena Rubinstein and the popular skinbrand extensions L’Oréal Paris Solar Expertise and L’Oréal Dermo Expertise. However, GarnierAmbre Solaire accounted for the bulk of the company’s sales in 2011.PROSPECTSSun care is expected to see a total of 4% growth in sales volume over the forecast period, but a 6%decline in constant sales value. Growth in sales volume will be the result of the growing popularityof outdoor activities, but growth will be constrained by the ageing population and the expectedcooling down of the economy, which will decrease the frequency of travelling. In terms of salesvalue, it is expected that sun care products will see a decline because of intense competition.Products with high SPF factors will become available at lower prices. The better performance ofmass products than premium products will also contribute to the decline in unit prices.CATEGORY DATATable 132 Sales of Sun Care by Category: Value 2006-2011Table 133 Sales of Sun Care by Category: % Value Growth 2006-2011Table 134 Sun Care Company Shares 2007-2011Table 135 Sun Care Brand Shares 2008-2011Table 136 Sun Care Premium Brand Shares 2008-2011Table 137 Forecast Sales of Sun Care by Category: Value 2011-2016Table 138 Forecast Sales of Sun Care by Category: % Value Growth 2011-2016Table 139 Sales of Sun Protection by Format: % Value Analysis 2006-2011Table 140 Sales of Self-Tanning by Format: % Value Analysis 2006-2011
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