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The German Skincare Market: What Consumers Use and Why?

Published By :

Canadean

Published Date : Oct 2013

Category :

Skincare

No. of Pages : 82 Pages


Product Synopsis

This report provides the results for the Skincare 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 Skincare 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 Skincare 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. Body Care, Depilatories, Facial Care, Hand Care, and Make-up Removers 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: Body Care, Depilatories, Facial Care, Hand Care, and Make-up Remover.
  • 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

  • Consumption of Hand Care products in Germany increases with age, peaking among Mid-Lifers. Within this age group,15 users consume at a Medium frequency, while a quarter do so at a Light frequency, indicating that suppliers should develop strategies to increase how often these consumers use their products in order to join the one-third of the age group that record a Heavy frequency consumption.Can you be that precise? Or should it be 15% of users?
  • The Skincare market in Germany is dominated by the Facial Care category, which constitutes 76% of the market by value, but 28% of the market by volume. This highlights that Facial Care products are much more expensive than products in other categories in the market and consumers are willing to spend on premium products.
  • Women account for 51% of the German population and 68% of the Skincare market by value. The consumption of Skincare products has traditionally been dominated by women, although this market share is expected to decrease as men are increasingly spending more on their grooming routines, including on product categories such as Facial Care and Hand Care.

Key Highlights

  • Consumption frequency analysis reveals that almost half of Pre-Mid-Lifers in Germany are Heavy consumers of Body Care products, the highest proportion of any age group. Consumption of Body Care products is near universal in every age group, indicating that suppliers should focus on increasing the consumption frequency of current users to levels seen in the Pre-Mid-Lifers age group.
  • Private label penetration in Skincare products is relatively high, reaching almost a quarter of consumers of Make-up Remover. Private label penetration tends to be high in Germany, indicating that further growth is expected in categories such as Hand Care and Facial Care, where penetration is about 20%.
  • Better value for money is the most important trend affecting consumers choices of Skincare products, indicating that German consumers consider Skincare a category where they can control their spending by trading down, purchasing private labels, or decreasing their consumption frequency. This emphasis on price means that suppliers need to focus on differentiating their products through innovation to increase their margins and prevent a cost-cutting race to the bottom.
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 Skincare 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 Body Care
3.2.2 Depilatories
3.2.3 Facial Care
3.2.4 Hand Care
3.2.5 Make-up Remover
3.3 Behavioral Trends and Market Value
3.3.1 Body Care
3.3.2 Depilatories
3.3.3 Facial Care
3.3.4 Hand Care
3.3.5 Make-up Remover

4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Body Care
4.1.2 Depilatories
4.1.3 Facial Care
4.1.4 Hand Care
4.1.5 Make-up Remover
4.2 Consumer Profiles by Product Category
4.2.1 Body Care
4.2.2 Depilatories
4.2.3 Facial Care
4.2.4 Hand Care
4.2.5 Make-up Remover

5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Skincare Brand Choice and Private Label Consumer Penetration
5.2.1 Body Care
5.2.2 Depilatories
5.2.3 Facial Care
5.2.4 Hand Care
5.2.5 Make-up Remover

6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers\' Product Choices
6.1.1 Overall Skincare
6.1.2 Body Care
6.1.3 Depilatories
6.1.4 Facial Care
6.1.5 Hand Care
6.1.6 Make-up Remover

7 Consumption Impact: Market Valuation
7.1 Skincare Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Skincare 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 Skincare 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 by Category
8.1.1 Retail Share by Volume - Body Care
8.1.2 Retail Share by Volume - Depilatories
8.1.3 Retail Share by Volume - Facial Care
8.1.4 Retail Share by Volume - Hand Care
8.1.5 Retail Share by Volume - Make-up Remover
8.2 Profiles of End-Consumers of Skincare, by Retailer Used
8.2.1 Aldi
8.2.2 Anton Schlecker
8.2.3 Dirk Rossmann Gmbh
8.2.4 dm-Drogeriemarkt Gmbh + Co.KG
8.2.5 Edeka
8.2.6 Globus
8.2.7 Metro Group
8.2.8 Norma
8.2.9 Rewe Group
8.2.10 Schwarz Group
8.2.11 Tengelmann
8.2.12 Other

9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Table


Table 1: Volume Units for the Skincare Market
Table 2: Foreign Exchange Rate - EUR vs. USD
Table 3: Germany Survey Respondent profile (weighted), 2012
Table 4: Germany Skincare Value Share (%), by Age Groups, 2012
Table 5: Germany Skincare Value Share (%), by Gender, 2012
Table 6: Germany Skincare Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: Germany Skincare Value Share (%) by Education Level Achieved Groups, 2012
Table 8: Germany Skincare Value Share (%) by Wealth Groups, 2012
Table 9: Germany Skincare Value Share (%) by Busy Lives Groups, 2012
Table 10: Germany Body Care Consumer Group Share (% market value), 2012
Table 11: Germany Depilatories Consumer Group Share (% market value), 2012
Table 12: Germany Facial Care Consumer Group Share (% market value), 2012
Table 13: Germany Hand Care Consumer Group Share (% market value), 2012
Table 14: Germany Make-up Remover Consumer Group Share (% market value), 2012
Table 15: Germany Total Body Care Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: Germany Total Depilatories Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 17: Germany Total Facial Care Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 18: Germany Total Hand Care Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 19: Germany Total Make-up Remover Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 20: Germany Body Care Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 21: Germany Body Care Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 22: Germany Depilatories Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 23: Germany Depilatories Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 24: Germany Facial Care Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 25: Germany Facial Care Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 26: Germany Hand Care Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 27: Germany Hand Care Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 28: Germany Make-up Remover Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 29: Germany Make-up Remover Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 30: Germany Body Care Consumer Profiles (% consumers by sub-group), 2012
Table 31: Germany Depilatories Consumer Profiles (% consumers by sub-group), 2012
Table 32: Germany Facial Care Consumer Profiles (% consumers by sub-group), 2012
Table 33: Germany Hand Care Consumer Profiles (% consumers by sub-group), 2012
Table 34: Germany Make-up Remover Consumer Profiles (% consumers by sub-group), 2012
Table 35: Germany Skincare Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 36: Germany Body Care Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 37: Germany Depilatories Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 38: Germany Facial Care Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 39: Germany Hand Care Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 40: Germany Make-up Remover Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 41: Germany Skincare: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 42: Germany Body Care: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 43: Germany Depilatories: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 44: Germany Facial Care: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 45: Germany, Hand Care: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 46: Germany, Make-up Remover: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 47: Germany Skincare Market Value (Euro million), by Category, 2012
Table 48: Germany Skincare Market Value (US$ million), by Category, 2012
Table 49: Germany Skincare Market Volume by Category, 2012
Table 50: Germany Skincare Market Value (US$ million), by Category, 2012
Table 51: Germany Skincare Expenditure Per Capita (Euro), by Category, 2012
Table 52: Germany Skincare Expenditure Per Capita (US$), by Category, 2012
Table 53: Germany Skincare Expenditure Per Household (Euro), by Category
Table 54: Germany Skincare Expenditure Per Household (US$), by Category
Table 55: Germany Skincare Market Volume (Ltrs m)by Category, 2012
Table 56: Germany Skincare Consumption Per Capita (Ltrs) by Category, 2012
Table 57: Germany Skincare Consumption Per Household (Ltrs) by Category, 2012
Table 58: Germany Body Care Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 59: Germany Depilatories Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 60: Germany Facial Care Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 61: Germany Hand Care Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 62: Germany Make-up Remover Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 63: Germany: Profile of Skincare Consumers Whose Goods Mainly Come From Aldi (% by Subgroup, as tracked by the Survey), 2012
Table 64: Germany: Profile of Skincare Consumers Whose Goods Mainly Come From Anton Schlecker (% by Subgroup, as tracked by the Survey), 2012
Table 65: Germany: Profile of Skincare Consumers Whose Goods Mainly Come From Dirk Rossmann Gmbh (% by Subgroup, as tracked by the Survey), 2012
Table 66: Germany: Profile of Skincare Consumers Whose Goods Mainly Come From dm-Drogeriemarkt Gmbh + Co.KG (% by Subgroup, as tracked by the Survey), 2012
Table 67: Germany: Profile of Skincare Consumers Whose Goods Mainly Come From Edeka (% by Subgroup, as tracked by the Survey), 2012
Table 68: Germany: Profile of Skincare Consumers Whose Goods Mainly Come From Globus (% by Subgroup, as tracked by the Survey), 2012
Table 69: Germany: Profile of Skincare Consumers Whose Goods Mainly Come From Metro Group (% by Subgroup, as tracked by the Survey), 2012
Table 70: Germany: Profile of Skincare Consumers Whose Goods Mainly Come From Norma (% by Subgroup, as tracked by the Survey), 2012
Table 71: Germany: Profile of Skincare Consumers Whose Goods Mainly Come From Rewe Group (% by Subgroup, as tracked by the Survey), 2012
Table 72: Germany: Profile of Skincare Consumers Whose Goods Mainly Come From Schwarz Group (% by Subgroup, as tracked by the Survey), 2012
Table 73: Germany: Profile of Skincare Consumers Whose Goods Mainly Come From Tengelmann (% by Subgroup, as tracked by the Survey), 2012
Table 74: Germany: Profile of Skincare 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 Skincare Value Share (%), by Age Groups, 2012
Figure 3: Germany Skincare Value Share (%), by Gender, 2012
Figure 4: Germany Skincare Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: Germany Skincare Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: Germany Skincare Value Share (%) by Wealth Groups, 2012
Figure 7: Germany Skincare Value Share (%) by Busy Lives Groups, 2012
Figure 8: Germany Body Care Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: Germany Body Care Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: Germany Depilatories Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: Germany Depilatories Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: Germany Facial Care Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: Germany Facial Care Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: Germany Hand Care Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 15: Germany Hand Care Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 16: Germany Make-up Remover Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 17: Germany Make-up Remover Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 18: Germany Skincare Market Value (US$ million), by Category, 2012
Figure 19: Germany Skincare Expenditure Per Capita (US$), by Category, 2012
Figure 20: Germany Skincare Expenditure Per Household (US$), by Category
Figure 21: Germany Body Care Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 22: Germany Depilatories Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 23: Germany Facial Care Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 24: Germany Hand Care Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 25: Germany Make-up Remover Survey-tracked Retailer Shares by Volume (Ltrs m), 2012

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