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Market Focus: Trends and Developments in the Skincare Sector in Germany

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Published Date : Dec 2013

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No. of Pages : 42 Pages

Product Synopsis

This report provides a concise overview of the Skincare market in Germany. After reading this report, you will understand the size of the market, the economic, demographic, and behavioral trends that will drive its evolution and the leading companies within the market, allowing you to plan effectively for the future.

Introduction and Landscape

Why was the report written?

This overview of the consumer and market dynamics of the German Skincare sector allows new entrants and established companies to gain rapid and comprehensive insight into the current state of the market and identify the key trends that will drive growth in the coming years.

What is the current market landscape and what is changing?

The volume of Skincare products used in Germany will steadily increase during 2012-2017 at a CAGR slightly higher than that registered during 2007-2012. However, the market has experienced volatile growth in US$ terms, due to fluctuating exchange rates which has added complexity to the market for international companies operating in the German Skincare market

What are the key drivers behind recent market changes?

With more than 52% of the population was above 40 years of age as of 2012, the population mix in Germany has been skewed towards the aging population aided by rising life expectancy and the lower birth rate in the country. Therefore, with the country\'s population looking to age further, the future target for retailers should be the richer, aging gray consumer rather than the cash-strapped young consumers. German consumers\' skincare needs are driven by age-based necessities together with the desire for tailored products. Product demand is also influenced by new gender behavior along with a desire for better value for money from their purchases

What makes this report unique and essential to read?

This report brings together consumer insight and market data to provide a comprehensive brief of the German Skincare sector. This allows for the rapid identification of key growth opportunities across five Skincare categories and their packaging.

Key Features and Benefits

  • Analysis of consumer behavior, economic conditions, and demography reveals emerging opportunities in the Skincare sector in Germany.
  • Key growth categories are highlighted by analyzing the market dynamics of five Skincare categories: Body Care, Depilatories, Facial Care, Hand Care, and Make-up Remover.
  • Market shares are provided for the leading brands across the Body Care, Depilatories, Facial Care, Hand Care, and Make-up Remover categories.
  • An overview of packaging trends in the German Skincare sector is provided, including primary packaging material and type, packaging closures, and outer packaging.
  • Key future trends are highlighted and analyzed in order to identify opportunities and threats in the Skincare sector.

Key Market Issues

  • The closure of the Schlecker drugstore chain in 2012 has given rise to opportunities for new and old players alike towards expanding their consumer base by filling up the gaps thus created across towns which had been left devoid of parapharmacies/drugstores since the former\'s departure.
  • Body Care and Facial Care are the most valuable categories in the German Skincare sector and are expected to witness sound growth rates during 2012-2017
  • The health and beauty market in Germany is fragmented in terms of competitiveness and companies\' overall sales shares. Though hypermarkets and supermarkets lead distribution, the market is also marked by the presence of specialist national retailers
  • Inspite of the economic uncertainty and a tendency among consumers to cut down on expenses, the overall share of private label products in Germany\'s Skincare sector remains low. However, a high private label penetration rate was seen in the Make-up Remover category, which was even higher than the overall skincare private label penetration 
  • Depilatories registered the lowest growth rate during 2012 with consumers shying away from such premium products driven by the fragile state of the economy, while make-up removers continues to be a low value category in the German Skincare market.

Key Highlights

  • Women consume the most Skincare products by volume. Older Consumers, Mid-Lifers and Pre-Mid-Lifers are the most prominent consumer groups. Consumer analysis, based on Wealth Group, reveals that Better-off men and women have the highest consumption share, while Time Rich male and Time Poor Female consumers have the highest consumption propensity of Skincare 
  • Facial Care and Hand Care will gain market share while the market share of Body Care, Depilatories and Make-up Remover categories will decline between 2007 and 2017
  • The usage of organic and naturally-produced Skincare products in Germany is rapidly growing with consumers becoming increasingly aware of the health-related ill-effects of the usage of chemicals such as parabens and synthetic formulas across Health and Beauty products including Skincare.
  • Body Care and Facial Care accounted for over 90% of the total number of packs used in the German Skincare sector in 2012, driving significant demand for Rigid Plastic and Flexible Packaging Bottles, Tubes and Tubs. These often use Flip/Snap Top and Screw Top closures, while Box outers were selectively used in case of Facial Care products
  • The growing demand for Facial Care products in Germany will result in a parallel demand for Rigid Plastic Bottle Packaging along with Screw Top and Dispenser closures. Demand for Box outers will also increase as a result of the rising consumption of the category products.
Table of Content

Country context 

  • German skincare market provides significant opportunities to marketers despite rising consumer prices, volatile GDP, and low birth rates 
  • Health and Beauty distribution marked by the presence of specialist retailers besides other prominent channels 
  • Hypermarkets and Supermarkets dominate the distribution of Skincare products along with other Health and Beauty products 

Consumer Profile 

  • Skincare consumption in Germany is led by Older and financially Better Off men and women 
  • Mid-Lifers are the heaviest consumers of Skincare products in Germany 
  • Skincare consumption in Germany is primarily driven by age-specific demands 
  • German consumers\' skincare needs are driven by age-based requirements along with the need for tailored products 
  • Demand of skincare products is influenced by New Gender Behavior along with a desire for Better Value For Money products 

Sector Analysis 

  • Hand Care continues to lead Germany\'s Skincare market in terms of growth 
  • Body Care and Depilatories are expected to lose market share to Facial Care and Hand Care products between 2007-2017 
  • German Skincare sector will register a steady increase in volume and value growth despite volatile exchange rates 
  • Body Care and Facial Care to witness increased sales and steady growth over 2012-2017 
  • Depilatories and make-up removers continue to be low-value, low-growth categories in the German Skincare market 
  • Popularity of anti-aging Hand Care products to drive the fastest category growth 

Brands and Private Labels 

  • Nivea leads with brand share in the Body Care and Facial Care categories while Veet is the largest selling Depilatory brand 
  • Nivea and Kleenex lead brand share in the Hand Care and Make-up Remover categories 
  • Make-up Removers witnessed the highest private label penetration in the German Skincare market 
  • Increasing private label sales of Hand Care products contributed to the highest category value growth during 2009-2012 

Packaging Insight 

  • Rigid Plastic Bottles and Tubes along with Screw Top, Dispensers, and Flip/Snap Top Closures are preferred for Body Care and Facial Care products 
  • Growth in demand of Rigid Plastic Bottle Packaging along with Screw Top and Dispenser closures will be driven by increased usage of Facial Care products 

Future Outlookfour key trends in Germany\'s Skincare sector 

  • Germany Skincare sector to witness increased retail opportunities and private label sales of Depilatories along with growth in anti-aging and natural products 

Data Appendix and Summary Methodology

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