Table of Contents
Issues in the Market
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- Definition
- Excluded
- Consumer research
Market in Brief
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- Overall sales drop for a second year in a row
- All sectors suffered losses with sun protection least affected
- Young Germans, high earners and families are main target groups
- High SPF protection, anti-ageing properties dominate NPD
- Nivea leads with over a quarter of value sales
- Growth potential high
Internal Market Environment
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- Key points
- Danger of sun, and awareness of it, grows
- The weather
- Climate temperate
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- Figure 1: Average temperature and rainfall in Germany
- Tourism trends
- Encroachment from skincare dents suncare sales
Broader Market Environment
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- Key points
- Population trends are unfavourable
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- Figure 2: Trends in the age structure of the German population, by gender, 2003-13
- Childless households pose a problem
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- Figure 3: Trends in number of German households, by size, 2003-08
- Rise in employment helps the market
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- Figure 4: Trends in German employment, by gender, 2003-08
- Figure 5: Trends in German PDI, consumer expenditure and GDP, at current prices, 2003-13
- REACH adds costs
- EU guidelines for product safety
Who’s Innovating?
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- Key points
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- Figure 6: New product launches, % by country, 2005-08
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- Figure 7: Percentage of new product launches in Germany, by type, 2005-08
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- Figure 8: Percentage of new product launches in Germany, by company, 2005-08
- High factor
- Wrinkle-free
- New textures
Market Size and Forecast
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- Key points
- Market balanced, though strongly seasonal
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- Figure 9: German retail value sales of suncare preparations, at current and constant prices, 2003-13
- Added value and multifunctionality
- Convenience is key
- Sensitive skin receives attention too, though sales disappoint…
- … dented partly by growth of natural lines
- The future
- Statistical projections – a best estimate
- Factors used in the forecast
- Key points
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- Figure 10: German retail value sales of suncare preparations, by type, 2006-08
- Higher protection factors advance
- Self-tanners fall back
- Men’s lines do well
- Not so special
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- Figure 11: German retail value sales of selected specialist suncare preparations, 2006-08
- After-sun battles adverse trends
- More convenient formats rise
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- Figure 12: German retail value sales of sun protection and after-sun preparations, by format, 2006-08
Market Share
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- Key points
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- Figure 13: Manufacturers’ value shares of suncare preparations, 2006-08
- Sun protection
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- Figure 14: Brands’ value shares of sun protection preparations, 2006-08
- Figure 15: Popularity of major sun protection brands, 2003-07
- Self-tanning preparations
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- Figure 16: Brands’ value shares of self-tanning preparations, 2006-08
- After-sun preparations
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- Figure 17: Brands’ value shares of after-sun preparations, 2006-08
- Price vs. brand loyalty
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- Figure 18: Purchasing considerations for suncare products, 2000-08
Companies and Products
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- Beiersdorf
- dm-drogerie markt
- Johnson & Johnson
- L'Oréal
Brand Communication and Promotion
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- Key points
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- Figure 19: Main monitored media advertising expenditure on suncare, by country, 2005-07
- Figure 20: Main monitored media advertising expenditure on suncare, by company, Germany, 2007
Channels to Market
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- Key points
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- Figure 21: German retail value sales of suncare preparations, by outlet type, 2006-08
- Preferred place of purchase
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- Figure 22: Place of purchase of suncare preparations, 2000-08
Consumer – Pan-European Overview
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- Key points
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- Figure 23: Penetration of suntan lotions, oils and creams, by country, 2007
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- Figure 24: Penetration of suntan lotions, oils and creams, by country, 2007
Consumer – Trends in Germany
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- Key points
- Women
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- Figure 25: Penetration of suntan lotions, oils and creams, by women, 2003-07
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- Figure 26: Trends in usage of suntan lotions, oils and creams, by women, 2003-07
- Men
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- Figure 27: Penetration of suntan lotions, oils and creams, by men, 2003-07
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- Figure 28: Trends in usage of suntan lotions, oils and creams, by men, 2003-07
Consumer – Usage and Attitudes
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- Key points
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- Figure 29: Penetration of suntan lotions, oils & creams, by women, 2007
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- Figure 30: Penetration and frequency of using suntan lotions, oils & creams, by women, 2007
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- Figure 31: Penetration of suntan lotions, oils & creams, by men, 2007
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- Figure 32: Penetration and frequency of using suntan lotions, oils & creams, by men, 2007
- Attitudes
- Women
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- Figure 33: Attitudes towards holidays, by women, 2007
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- Figure 34: Attitudes towards media & advertising, by women, 2007
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- Figure 35: Attitudes towards grooming and health, by women, 2007
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- Figure 36: Attitudes towards quality and brands, by women, 2007
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- Figure 37: Attitudes towards ethics, by women, 2007
- Men
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- Figure 38: Attitudes towards holidays, by men, 2007
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- Figure 39: Attitudes towards media & advertising, by men, 2007
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- Figure 40: Attitudes towards grooming and health, by men, 2007
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- Figure 41: Attitudes towards quality and brands, by men, 2007
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- Figure 42: Attitudes towards ethics, by men, 2007
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