Table of Contents
Issues in the Market
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- Definition
- Consumer research
Market in Brief
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- Market growth continues, driven by shower lines
- Demand for convenience drives liquid soap and shower products
- Working Germans and families main target groups for liquid soap and shower gels
- Shower products become more gender specific
- Beiersdorf’s Nivea and Sara Lee’s duschdas lead the market
- Low ad support
- Products to become more tailored to specific target groups
Internal Market Environment
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- Key points
- Bathroom as spa
- Germans prefer showering and are encouraged to do so…
- …but still like to bathe at leisure when they can
- Wellbeing still a focus
- As skincare upgrades, some washing products follow suit
- Naturalness, regionality, fair trade
Broader Market Environment
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- Key points
- Falling unemployment help market recover
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- Figure 1: Trends in German employment, by gender, 2003-08
- Figure 2: Trends in German PDI, consumer expenditure and GDP, at current prices, 2003-13
- Greying population the last stronghold of toilet soap
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- Figure 3: Trends in German population, by age, 2003-13
- Shrinking household size to hamper growth
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- Figure 4: Trends in number of German households, by size, 2003-08
- REACH adds costs
- EU guidelines for product safety
Who’s Innovating?
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- Key points
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- Figure 5: NPD in soap, bath and shower products, %, by country, 2005-08
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- Figure 6: NPD in soap, bath and shower products, %, by sector, Germany, 2005-08
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- Figure 7: NPD in soap, bath and shower products, %, by company top ten, 2005-07
- Soap
- Bath additives
- Shower gels
Market Size and Forecast
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- Key points
- Market upgrades and differentiates
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- Figure 8: German retail value sales of soap, bath and shower products, at current and constant prices, 2003-13
- More than purely functional
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- Figure 9: German retail value sales of soap, bath and shower products, by type, 2006-08
- Suppliers seek to restore excitement…
- … and discover new wellness features
- Male appeal
- Age matters
- Fit to eat
- Small packs spread
- Asia (and Africa) still sells...
- ...as does luxury
- Prospects
- Target groups will get more specific
- The “wellness” and spa trends to continue
- New functional ingredients to emerge
- Economic outlook
- Factors used in the forecast
Segment Performance
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- Key points
- Shower products become more target group specific
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- Figure 10: German retail value sales of shower products, by type, 2006-08
- Added benefit
- Organic
- Male products diversify
- Child’s play
- Soap: liquid types continue to gain over bar soap
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- Figure 11: German retail value sales of soap, by type, 2006-08
- Bath products lose out to shower products
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- Figure 12: German retail value sales of bath products, by type, 2006-08
Market Share
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- Key points
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- Figure 13: Manufacturer’s value shares of soap, bath and shower products, 2006-08
- duschdas takes the lead in shower products
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- Figure 14: Brands’ retail value shares of shower products, 2006-08
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- Figure 15: Popularity of shower products, 2003-07
- Nivea, Palmolive and Dove strong in soap
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- Figure 16: Brands’ retail value shares of liquid soap, 2006-08
- Figure 17: Brands’ retail value shares of bar soap and syndets, 2006-08
- Nivea shares first spot with Tetesept in bath products
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- Figure 18: Brands’ retail value shares of bath products, 2006-08
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- Figure 19: Popularity of bath products, 2003-07
Companies and Products
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- Beiersdorf
- Colgate Palmolive
- Henkel
- Sara Lee Household & Body Care
- Unilever
Brand Communication and Promotion
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- Key points
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- Figure 20: Advertising expenditure on soap, bath and shower products, by country, 2005-07
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- Figure 21: Share of adspend vs market share, by company, 2007
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- Figure 22: Main monitored media advertising expenditure on soap, bath and shower products, Germany, 2007
Channels to Market
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- Key points
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- Figure 23: German retail value shares of soap, bath and shower products, 2006-08
- Perfumeries push on with complete ranges
- Pharmacies
- Natural products
Consumer – Pan-European Overview
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- Key point
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- Figure 24: Overall penetration of soap and bath and shower products, 2007
Consumer – Trends in Germany
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- Key points
- Soap
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- Figure 25: Trends of usage of soap in Germany, 2003-07
- Bath and shower products
- Women
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- Figure 26: Trends in usage of bath and shower products, by women, 2003-07
- Men
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- Figure 27: Trends in usage of bath and shower products, by men, 2003-07
Consumer – Usage and Attitudes
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- Key points
- Penetration and frequency of use
- Liquid soap: busy working Germans and families are main target groups
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- Figure 28: Most valuable consumers for volume sales of liquid soap (VII), women and men, 2007
- Toilet soap: The price advantage appeals to non-working and the elderly
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- Figure 29: Most valuable consumers for volume sales of toilet soap (VII), women and men, 2007
- Shower gel: usage high among working Germans
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- Figure 30: Most valuable consumers for volume sales of shower gel (VII), women and men, 2007
- Bath oils/liquids/additives: more appeal to those with hectic lifestyles
- Attitude statements
- Importance of quality
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- Figure 31: Level of receptiveness to quality, 2007
- Interest in branded products
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- Figure 32: Level of interest in brands, 2007
- Influence of advertising
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- Figure 33: Attitudes towards advertising, 2007
- Role of budgeting in purchasing decisions
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- Figure 34: Attitudes towards budgeting and buying on impulse, 2007
- Importance of personal appearance
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- Figure 35: Attitudes towards personal appearance, 2007
- How ethically aware?
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- Figure 36: Attitudes towards ethical C&T, 2007
- Detailed demographics
- Women
- Liquid soap
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- Figure 37: Penetration and frequency of using liquid soaps, by women, Germany, 2007
- Toilet soap
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- Figure 38: Penetration and frequency of using toilet soaps, by women, Germany, 2007
- Shower gel
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- Figure 39: Penetration and frequency of using shower gels, by women, Germany, 2007
- Bath oils/liquids/additives
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- Figure 40: Penetration and frequency of using bath oils/liquids/additives, by women, Germany, 2007
- Men
- Liquid soap
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- Figure 41: Penetration and frequency of using liquid soaps, by men, Germany, 2007
- Toilet soap
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- Figure 42: Penetration and frequency of using toilet soaps, by men, Germany, 2007
- Shower gel
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- Figure 43: Penetration and frequency of using shower gels, by men, Germany, 2007
- Bath oils/liquids/additives
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- Figure 44: Penetration and frequency of using bath oils/liquids/additives, by men, Germany, 2007
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