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The German Fragrances Market: What Consumers Use and Why?

Published By :

Canadean

Published Date : Oct 2013

Category :

Fragrances

No. of Pages : 63 Pages


Product Synopsis

This report provides the results for the Fragrances market in Germany from Canadeans unique, highly detailed study of consumers Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets. Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption, the value of the market these trends influence, and brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer groups, providing hard and fast data on consumers and markets at the product category level.

Introduction and Landscape

Why was the report written?

Marketers in the Fragrances market face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends. This data report solves these problems by providing survey-based data on consumer trends and consumer groups, and market data that shows the exact size of consumer groups, how much of the Fragrances market they account for, and which consumer trends drive their behavior.

What is the current market landscape and what is changing?

As consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected. Since the global financial crisis of 20082009 the retail market has been characterized by an increase in the amount of discounted and own-brand products. Female Fragrances, Male Fragrances, and Unisex Fragrances are not considered essential items and therefore consumption patterns have been comparatively affected. As economic and market recovery continues over 2012, consumption patterns will record a positive trend in both the Medium and Heavy frequency bands and the amount of Non-users should decrease.

What are the key drivers behind recent market changes?

Consumers uptake of products and the influence of consumer trends are fundamental causes of change in markets making knowing what these trends are and the extent of their influence crucial. The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of consumption across 26 consumer groups. This data provides a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?

The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market, allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Key Features and Benefits

  • Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Female Fragrances, Male Fragrances, and Unisex Fragrances.
  • Detailed consumer segmentation covering over 26 consumer groups, 20 consumer trends, and consumption frequency for each product category.
  • Consumer penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.
  • Unique retailer choice data at the product category level, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues

  • Consumer trend analysis of Fragrances in Germany indicates that older age groups account for the largest share of the Fragrances market by value. This indicates that there is a general inclination to begin consuming or to increase consumption frequency as a person gets older.
  • Analysis indicates that consumer loyalty is low for Fragrances\' distribution in Germany as the top three retailers witnessed a large number of end consumers switching to other retailers in the last six months.
  • Market valuation analysis highlights that Female Fragrances account for the largest share of the Fragrances market in Germany, both in value and volume terms.

Key Highlights

  • The Fragrances market in Germany is dominated by branded products, with negligible private label penetration. Fragrances are strongly linked to fashion and personal image, and are often aspirational brands, limiting the potential success of private labels in the market. 
  • Consumer survey results indicate that New gender behaviors and Indulgence are the leading factors influencing the consumption of Fragrances in Germany. Changing definitions of gender behavior and a decline in traditional male and female roles has resulted in volatility in the Fragrances market, as consumers seek new scents to match their new lifestyles.
  • The German Fragrances market is highly fragmented in terms of number of retailers operating in the country, as the top three retailers account for only one-fifth of Fragrances distributed by volume. This indicates retailers have medium to low bargaining power with product manufacturers and suppliers.
Table of Content

1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Exchange Rates
1.2.6 Population Profiles (for interpretation of tables and charts)

2 Methodology
2.1 Introduction
2.2 Initial data are based on a large scale, international program of online consumer surveys
2.3 Demographic groups tracking provides time series data

3 Consumer Segmentation, Group Value and Trend Influence
3.1 Cohort Groups and Fragrances Market Value
3.1.1 Age Groups
3.1.2 Gender Groups
3.1.3 Location Groups
3.1.4 Education Achieved Groups
3.1.5 Wealth Groups
3.1.6 Busy Lives Groups
3.2 Cohort Groups and Market Value by Category
3.2.1 Female Fragrances
3.2.2 Male Fragrances
3.2.3 Unisex Fragrances
3.3 Behavioral Trends and Market Value
3.3.1 Female Fragrances
3.3.2 Male Fragrances
3.3.3 Unisex Fragrances

4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Female Fragrances
4.1.2 Male Fragrances
4.1.3 Unisex Fragrances
4.2 Consumer Profiles by Product Category
4.2.1 Female Fragrances
4.2.2 Male Fragrances
4.2.3 Unisex Fragrances

5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Fragrances Brand Choice and Private Label Consumer Penetration
5.2.1 Female Fragrances
5.2.2 Male Fragrances
5.2.3 Unisex Fragrances

6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers\' Product Choices
6.1.1 Overall Fragrances
6.1.2 Female Fragrances
6.1.3 Male Fragrances
6.1.4 Unisex Fragrances

7 Consumption Impact: Market Valuation
7.1 Fragrances Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Fragrances Value Analysis by Category
7.2.1 Market Value by Category
7.2.2 Expenditure per Capita by Category
7.2.3 Expenditure per Household by Category
7.3 Fragrances Volume Impact of Consumer Behavior Trends
7.3.1 Market Volume by Category
7.3.2 Consumption per Capita by Category
7.3.3 Consumption Per Household by Category

8 Retailer Choice and Category Share
8.1 Retailer Volume Share
8.1.1 Retailer Volume Share in Fragrances
8.2 Retailer Volume Share by Category
8.2.1 Retail Share by Volume - Female Fragrances
8.2.2 Retail Share by Volume - Male Fragrances
8.2.3 Retail Share by Volume - Unisex Fragrances
8.3 Profiles of End-Consumers of Fragrances, by Retailer Used
8.3.1 Anton Schlecker
8.3.2 Dirk Rossmann Gmbh
8.3.3 dm-Drogeriemarkt Gmbh + Co.KG
8.3.4 Edeka
8.3.5 Globus
8.3.6 Metro Group
8.3.7 Rewe Group
8.3.8 Other

9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Table

Table 1: Volume Units for the Fragrances Market
Table 2: Foreign Exchange Rate - EUR vs. USD
Table 3: Germany Survey Respondent profile (weighted), 2012
Table 4: Germany Fragrances Value Share (%), by Age Groups, 2012
Table 5: Germany Fragrances Value Share (%), by Gender, 2012
Table 6: Germany Fragrances Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: Germany Fragrances Value Share (%) by Education Level Achieved Groups, 2012
Table 8: Germany Fragrances Value Share (%) by Wealth Groups, 2012
Table 9: Germany Fragrances Value Share (%) by Busy Lives Groups, 2012
Table 10: Germany Female Fragrances Consumer Group Share (% market value), 2012
Table 11: Germany Male Fragrances Consumer Group Share (% market value), 2012
Table 12: Germany Unisex Fragrances Consumer Group Share (% market value), 2012
Table 13: Germany Total Female Fragrances Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 14: Germany Total Male Fragrances Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 15: Germany Total Unisex Fragrances Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: Germany Female Fragrances Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 17: Germany Female Fragrances Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 18: Germany Male Fragrances Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 19: Germany Male Fragrances Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 20: Germany Unisex Fragrances Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 21: Germany Unisex Fragrances Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 22: Germany Female Fragrances Consumer Profiles (% consumers by sub-group), 2012
Table 23: Germany Male Fragrances Consumer Profiles (% consumers by sub-group), 2012
Table 24: Germany Unisex Fragrances Consumer Profiles (% consumers by sub-group), 2012
Table 25: Germany Fragrances Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 26: Germany Female Fragrances Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 27: Germany Male Fragrances Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 28: Germany Unisex Fragrances Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 29: Germany Fragrances: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 30: Germany Female Fragrances: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 31: Germany Male Fragrances: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 32: Germany Unisex Fragrances: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 33: Germany Fragrances Market Value (Euro million), by Category, 2012
Table 34: Germany Fragrances Market Value (US$ million), by Category, 2012
Table 35: Germany Fragrances Market Volume by Category, 2012
Table 36: Germany Fragrances Market Value (US$ million), by Category, 2012
Table 37: Germany Fragrances Expenditure Per Capita (Euro), by Category, 2012
Table 38: Germany Fragrances Expenditure Per Capita (US$), by Category, 2012
Table 39: Germany Fragrances Expenditure Per Household (Euro), by Category
Table 40: Germany Fragrances Expenditure Per Household (US$), by Category
Table 41: Germany Fragrances Market Volume (Ltrs m) by Category, 2012
Table 42: Germany Fragrances Consumption Per Capita (Ltrs) by Category, 2012
Table 43: Germany Fragrances Consumption Per Household (Ltrs) by Category, 2012
Table 44: Germany Fragrances Survey-tracked Retailer Shares by Volume (% of Ltrs m), 2012
Table 45: Germany Female Fragrances Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 46: Germany Male Fragrances Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 47: Germany Unisex Fragrances Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 48: Germany: Profile of Fragrances Consumers Whose Goods Mainly Come From Anton Schlecker (% by Subgroup, as tracked by the Survey), 2012
Table 49: Germany: Profile of Fragrances Consumers Whose Goods Mainly Come From Dirk Rossmann Gmbh (% by Subgroup, as tracked by the Survey), 2012
Table 50: Germany: Profile of Fragrances Consumers Whose Goods Mainly Come From dm-Drogeriemarkt Gmbh + Co.KG (% by Subgroup, as tracked by the Survey), 2012
Table 51: Germany: Profile of Fragrances Consumers Whose Goods Mainly Come From Edeka (% by Subgroup, as tracked by the Survey), 2012
Table 52: Germany: Profile of Fragrances Consumers Whose Goods Mainly Come From Globus (% by Subgroup, as tracked by the Survey), 2012
Table 53: Germany: Profile of Fragrances Consumers Whose Goods Mainly Come From Metro Group (% by Subgroup, as tracked by the Survey), 2012
Table 54: Germany: Profile of Fragrances Consumers Whose Goods Mainly Come From Rewe Group (% by Subgroup, as tracked by the Survey), 2012
Table 55: Germany: Profile of Fragrances Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2012

List of Chart

Figure 1: Consumer Trends Report Methodology
Figure 2: Germany Fragrances Value Share (%), by Age Groups, 2012
Figure 3: Germany Fragrances Value Share (%), by Gender, 2012
Figure 4: Germany Fragrances Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: Germany Fragrances Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: Germany Fragrances Value Share (%) by Wealth Groups, 2012
Figure 7: Germany Fragrances Value Share (%) by Busy Lives Groups, 2012
Figure 8: Germany Female Fragrances Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: Germany Female Fragrances Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: Germany Male Fragrances Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: Germany Male Fragrances Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: Germany Unisex Fragrances Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: Germany Unisex Fragrances Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: Germany Fragrances Market Value (US$ million), by Category, 2012
Figure 15: Germany Fragrances Expenditure Per Capita (US$), by Category, 2012
Figure 16: Germany Fragrances Expenditure Per Household (US$), by Category
Figure 17: Germany Fragrances Survey-tracked Retailer Shares by Volume (% of Ltrs m), 2012
Figure 18: Germany Female Fragrances Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 19: Germany Male Fragrances Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 20: Germany Unisex Fragrances Survey-tracked Retailer Shares by Volume (Ltrs m), 2012

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