Table of Contents
Introduction
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- Definitions
- Abbreviations
Executive Summary
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- Price awareness, “wellness” and convenience are major drivers
- A maturing market, despite greater product sophistication
- Low-margin distributors hold a significant position
- Own-labels challenge branded products
- New products aim to bring zest back into the market
- Average penetration rate in European terms
- The spa trend will continue and own-labels remain a strong force
Market Drivers
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- Poor economic situation has an impact on spending…
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- Figure 1: Trends in German employment, 1999-2003
- Figure 2: Trends in German PDI and consumer expenditure, at current and constant prices, 1998-2003
- …yet the need for prestige and pampering is also strong
- The greying population currently favours traditional toilet soap
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- Figure 3: Trends in German population, by age, 1999-2003
- Growing health awareness gives a boost to spa products
- The feel-good factor enters bathrooms
- Germans prefer showering…
- …but busy lifestyles mean the bathtub remains important for many
- Demand for male-specific lines increases
Market Size and Trends
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- Own-labels and discounters erode market value
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- Figure 4: German retail value sales of soap, bath and shower products, at current and constant prices, 1999-2004
- Figure 5: German retail volume sales of liquid soap, bath and shower products, 1999-2004
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- Figure 6: Indexed retail value sales of soap, bath and shower products, by country, 1999-2004
- Figure 7: Per capita spend on soap, bath and shower products, by country, 1999-2004
- Liquid soap and shower products are the best performers
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- Figure 8: German retail value sales of soap, bath and shower products, by sector, 1999-2004
- Figure 9: German retail volume sales of liquid soap, bath and shower products, 1999-2004
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- Figure 10: Retail value sales of soap, bath and shower products, % by sector, by country, 2004
Market Segmentation
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- Soap
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- Figure 11: German retail value sales of soap, by type, 1999-2004
- Bath products
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- Figure 12: German retail value sales of bath products, by type, 1999-2004
- Shower products
Distribution
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- Self-service druggists and grocery stores lead distribution
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- Figure 13: German retail value sales of soap, bath and shower products, by outlet type, 2002-04
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- Figure 14: German retail value sales of male-specific shower products, by outlet type, 2004
- Trading base
- Grocery stores and discounters
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- Figure 15: Number of retail outlets in Germany, by store size, 1995-2002
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- Figure 16: Major food and daily goods retailers in Germany, by number of outlets, 2002-03
- Self-service druggists
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- Figure 17: Major drugstores in Germany, by number of outlets, 2001-03
- Department and variety stores
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- Figure 18: Major department and variety stores in Germany, by number of outlets, 2002-03
The Supply Structure
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- Manufacturers’ shares
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- Figure 19: Brands' retail value shares of liquid soap, 2002-04
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- Figure 20: Own-labels vs branded products, sales of soap, bath and shower products, 2002-04
- Soap
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- Figure 21: Brands’ retail value shares of bar soap and syndets, 2002-04
- Figure 22: Brands’ retail value shares of liquid soap, 2002-04
- Bath products
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- Figure 23: Brands’ retail value shares of bath products, 2002-04
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- Figure 24: Popularity of bath product brands, 1999-2004
- Shower products
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- Figure 25: Brands’ retail value shares of shower products, 2002-04
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- Figure 26: Popularity of shower product brands, 1999-2004
- Companies and brands
- Beiersdorf AG
- Colgate-Palmolive GmbH
- Henkel KG
- Lever Fabergé GmbH
- Sara Lee Household & Body Care Deutschland GmbH
- Sebamat Chemie GmbH & Co KG
New Product Development
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- New product launches 2004
The Consumer
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- European comparison of product use
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- Figure 27: Penetration of soap, bath and shower products, by country, 2004
- Use of soap, bath and shower products in Germany
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- Figure 28: Trends in penetration of soap, 2002-04
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- Figure 29: Penetration of soap and bath & shower gel, by gender, 2004
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- Figure 30: Penetration of soap and bath & shower gel among women, by product type and country, 2004
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- Figure 31: Penetration of soap and bath & shower gel among men, by product type and country, 2004
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- Figure 32: Trends in use of bath & shower gel, by women, 2001-04
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- Figure 33: Trends in use of bath & shower gel, by men, 2001-04
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- Figure 34: Trends in use of bath oils, liquids & additives, by women, 2001-04
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- Figure 35: Trends in use of bath oils, liquids & additives, by men, 2001-04
- Use of liquid soap
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- Figure 36: Penetration and frequency of using liquid soap, by women, by age, 2004
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- Figure 37: Penetration and frequency of using liquid soap, by men, by age, 2004
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- Figure 38: Penetration and frequency of using liquid soap, by women, by income and working status, 2004
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- Figure 39: Penetration and frequency of using liquid soap, by men, by income and working status, 2004
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- Figure 40: Penetration and frequency of using liquid soap, by women, by region, 2004
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- Figure 41: Penetration and frequency of using liquid soap, by men, by region, 2004
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- Figure 42: Penetration and frequency of using liquid soap, by women, by presence of children and household size, 2004
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- Figure 43: Penetration and frequency of using liquid soap, by men, by presence of children and household size, 2004
- Use of toilet soap
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- Figure 44: Penetration and frequency of using toilet soap, by women, by age, 2004
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- Figure 45: Penetration and frequency of using toilet soap, by men, by age, 2004
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- Figure 46: Penetration and frequency of using toilet soap, by women, by income and working status, 2003
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- Figure 47: Penetration and frequency of using toilet soap, by men, by income and working status, 2004
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- Figure 48: Penetration and frequency of using toilet soap, by women, by region, 2004
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- Figure 49: Penetration and frequency of using toilet soap, by men, by region, 2004
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- Figure 50: Penetration and frequency of using toilet soap, by women, by presence of children and household size, 2004
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- Figure 51: Penetration and frequency of using toilet soap, by men, by presence of children and household size, 2004
- Use of bath & shower gel
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- Figure 52: Penetration and frequency of using bath & shower gel, by women, by age, 2004
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- Figure 53: Penetration and frequency of using bath & shower gel, by men, by age, 2004
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- Figure 54: Penetration and frequency of using bath & shower gel, by women, by income and working status, 2004
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- Figure 55: Penetration and frequency of using bath & shower gel, by men, by income and working status, 2004
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- Figure 56: Penetration and frequency of using bath & shower gel, by women, by region, 2004
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- Figure 57: Penetration and frequency of using bath & shower gel, by men, by region, 2004
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- Figure 58: Penetration and frequency of using bath & shower gel, by women, by presence of children and household size, 2004
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- Figure 59: Penetration and frequency of using bath & shower gel, by men, by presence of children and household size, 2004
- Use of bath oils, liquids & additives
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- Figure 60: Penetration and frequency of using bath oils, liquids & additives, by women, by age, 2004
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- Figure 61: Penetration and frequency of using bath oils, liquids & additives, by men, by age, 2004
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- Figure 62: Penetration and frequency of using bath oils, liquids & additives, by women, by income and working status, 2004
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- Figure 63: Penetration and frequency of using bath oils, liquids & additives, by men, by income and working status, 2004
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- Figure 64: Penetration and frequency of using bath oils, liquids & additives, by women, by region, 2004
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- Figure 65: Penetration and frequency of using bath oils, liquids & additives, by men, by region, 2004
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- Figure 66: Penetration and frequency of using bath oils, liquids & additives, by women, by presence of children and household size, 2004
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- Figure 67: Penetration and frequency of using bath oils, liquids & additives, by men, by presence of children and household size, 2004
- Lifestyle statements
- Women
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- Figure 68: Lifestyle statements, by all women and users of soap, bath and shower products, 2004
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- Figure 69: Attitudes towards brands and advertising, by all women and users of soap, bath and shower products, 2004
- Men
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- Figure 70: Lifestyle statements, by all men and users of soap, bath and shower products, 2004
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- Figure 71: Attitudes towards brands and advertising, by all men and users of soap, bath and shower products, 2004
- Target groups
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- Figure 72: Penetration and frequency of using soap, by target groups, 2004
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- Figure 73: Penetration and frequency of using bath & shower gel, by women, by target groups, 2004
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- Figure 74: Penetration and frequency of using bath & shower gel, by men, by target groups, 2004
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- Figure 75: Penetration and frequency of using bath oils, liquids & additives, by women, by target groups, 2004
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- Figure 76: Penetration and frequency of using bath oils, liquids & additives, by men, by target groups, 2004
Prospects
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- Overall stagnation, but liquid soap will continue to perform well
- Shrinking household size will curb growth
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- Figure 77: Trends in number of German households, by size, 1998-2002
- The “wellness” trend is coming to an end, but the spa trend will continue
- Own-labels to become more prestigious
- Consumers are becoming increasingly demanding
Forecast
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- Totally washed up
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- Figure 78: Forecast of German retail sales of soap, bath and shower products, 2004-09
- Still volume growth
- Value to struggle
- Value-added in some areas eroded by commoditisation in others
- Working against the economic trends
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