Table of Contents
Introduction
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- Definitions
- Abbreviations
Executive Summary
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- Mixed influences boost volume sales, but dent value sales
- Self-tanning products are the only growth sector
- Self-service druggists are the main distributor, but discounters encroach
- Nivea Sun remains the best-seller, yet own-labels soar
- Consumer concern about skin damage prompts new products
- Women and high earners are core users
- Volume sales are likely to grow
Market Drivers
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- Demographics a mixed bag
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- Figure 1: Trends in German population, by age, 1999-2003
- Families spend more on suncare products, so low birth rate is bad news
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- Figure 2: Trends in number of German households, by size, 1998-2002
- Figure 3: Trends in German child population, by age, 1999-2003
- Usage is linked to level of income and working status
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- Figure 4: Trends in German employment, 1999-2003
- The weather is a key market driver
- Consumer education raises health awareness…
- …but a suntan is still desirable
- Skincare and sun protection – blurring of boundaries
Market Size and Trends
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- A sharp decline in market value in 2004
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- Figure 5: German retail value sales of suncare preparations, at current and constant prices, 1999-2004
- Self-tanning preparations are the only product sector to grow
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- Figure 6: German retail value sales of suncare preparations, by sector, 1999-2004
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- Figure 7: German retail value sales of suncare preparations, % share by sector, 1999 and 2004
- Prices are falling
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- Figure 8: Typical prices of suncare preparations in German retail outlets, November 2004
Market Segmentation
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- Figure 9: German retail value sales of selected specialist suncare preparations, 2001-04
- Figure 10: German retail value sales of sun protection preparations, by factor, 2001-04
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- Figure 11: German retail value sales of sun protection and after-sun preparations, by format, 2001-04
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Distribution
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- Self-service druggists lead distribution
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- Figure 12: German retail value sales of suncare preparations, by outlet type, 2000-04
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- Figure 13: German retail value sales of suncare preparations, by outlet type, 2000 and 2004
- Trading base
- Grocery stores and discounters
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- Figure 14: Number of retail outlets in Germany, by store size, 1995-2002
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- Figure 15: Major food and daily goods retailers in Germany, by number of outlets, 2002-03
- Self-service druggists
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- Figure 16: Major drugstores in Germany, by number of outlets, 2001-03
- Department and variety stores
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- Figure 17: Major department and variety stores in Germany, by number of outlets, 2002-03
The Supply Structure
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- Brands’ shares
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- Figure 18: Brands’ shares of German retail value sales of suncare preparations, 2001-04
- Figure 19: Own-labels vs branded products, sales of suncare preparations, 2001-04
- Own-labels at their strongest in sun protection preparations
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- Figure 20: Brands’ shares of German retail value sales of sun protection preparations, 2001-04
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- Figure 21: Popularity of sun protection brands, 1999-2004
- Figure 22: Brands’ shares of German retail value sales of after-sun preparations, 2001-04
- L’Oréal leads in self-tanning products
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- Figure 23: Brands’ shares of German retail value sales of self-tanning preparations, 2001-04
- Companies and brands
- Beiersdorf AG
- Greiter International AG (Johnson & Johnson)
- L'Oréal Haarkosmetik und Parfümerien GmbH & Co KG
- Sara Lee Household & Body Care Deutschland GmbH
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 24: Penetration of suntan lotions, oils and creams, by country, 2004
- Use of suncare preparations in Germany
- Trends in product use by type
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- Figure 25: Trends in penetration of suntan lotions, oils and creams, by type, by women, 2002-04
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- Figure 26: Trends in penetration of suntan lotions, oils and creams, by type, by men, 2002-04
- Trends in frequency of use
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- Figure 27: Trends in penetration and weight of use of suntan lotions, oils and creams, by women, 2002-04
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- Figure 28: Trends in penetration and weight of use of suntan lotions, oils and creams, by men, 2002-04
- Use of suncare preparations by product type
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- Figure 29: Topline use of suncare preparations, by type, by gender, 2004
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- Figure 30: Penetration of suntan lotions, oils and creams, by women, by age, 2004
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- Figure 31: Penetration of suntan lotions, oils and creams, by men, by age, 2004
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- Figure 32: Penetration of suntan lotions, oils and creams, by women, by income and working status, 2004
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- Figure 33: Penetration of suntan lotions, oils and creams, by men, by income and working status, 2004
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- Figure 34: Penetration of suntan lotions, oils and creams, by women, by region, 2004
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- Figure 35: Penetration of suntan lotions, oils and creams, by men, by region, 2004
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- Figure 36: Penetration of suntan lotions, oils and creams, by women, by presence of children and household size, 2004
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- Figure 37: Penetration of suntan lotions, oils and creams, by men, by presence of children and household size, 2004
- Weight of use of suncare preparations
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- Figure 38: Topline volume use of suncare preparations, by gender, 2004
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- Figure 39: Penetration and weight of use of suntan lotions, oils and creams, by women, by age, 2004
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- Figure 40: Penetration and weigth of use of suntan lotions, oils and creams, by men, by age, 2004
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- Figure 41: Penetration and weight of use of suntan lotions, oils and creams, by women, by income and working status, 2004
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- Figure 42: Penetration and weight of use of suntan lotions, oils and creams, by men, by income and working status, 2004
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- Figure 43: Penetration and weight of use of suntan lotions, oils and creams, by women, by region, 2004
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- Figure 44: Penetration and weight of use of suntan lotions, oils and creams, by men, by region, 2004
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- Figure 45: Penetration and weight of use of suntan lotions, oils and creams, by women, by presence of children and household size, 2004
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- Figure 46: Penetration and weight of use of suntan lotions, oils and creams, by men, by presence of children and household size, 2004
- Lifestyle statements
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- Figure 47: Attitudes towards holidays, by all women and users of suncare preparations, 2004
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- Figure 48: Attitudes towards holidays, by all men and users of suncare preparations, 2004
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- Figure 49: Attitudes towards media and advertising, by all women and users of suncare preparations, 2004
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- Figure 50: Attitudes towards media and advertising, by all men and users of suncare preparations, 2004
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- Figure 51: Attitudes towards personal care and health, by all women and users of suncare preparations, 2004
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- Figure 52: Attitudes towards personal care and health, by all men and users of suncare preparations, 2004
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- Figure 53: Attitudes towards quality and brands, by all women and users of suncare preparations, 2004
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- Figure 54: Attitudes towards quality and brands, by all men and users of suncare preparations, 2004
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- Figure 55: Attitudes towards ethics, by all women and users of suncare preparations, 2004
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- Figure 56: Attitudes towards ethics, by all men and users of suncare preparations, 2004
- Target groups
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- Figure 57: Penetration and weight of use of suntan lotions, oils and creams among women, by target groups, 2004
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- Figure 58: Penetration and weight of use of suntan lotions, oils and creams among men, by target groups, 2004
Prospects
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- Global warming and health warnings are significant market drivers
- More focus on men and children
- Scientific innovation to shape the market
- False sense of security may bring an end to high SPF craze
- Further blurring of suncare and skincare products
Forecast
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- Germans less keen to venture abroad
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- Figure 59: Main international destinations for Germany, 1980-2002
- Eastern Mediterranean offers only growth area
- Value sales not responding to holiday numbers
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- Figure 60: Forecast of German retail value sales of suncare preparations, 2004-09
- Sunlight at end of tunnel
- Age used as sole input factor
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