Table of Contents
Overview
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- What you need to know
- Areas covered in this report
Executive Summary
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- The market
- Spending and inflation
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- Figure 2: Germany: Annual % change in total household expenditure and expenditure on personal care, 2011-15 (in current prices)
- Channels of distribution
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- Figure 3: Germany: Estimated channels of distribution for personal care products (excl. services), 2015
- Sector size and forecast
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- Figure 4: Germany: Annual % change in all retail sales (excl. fuel) and beauty specialists’ retail sales, 2010-15
- Leading players
- Key metrics
- Market shares
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- Figure 5: Germany: Leading beauty specialists: Share of all beauty retailers’ sales, 2015
- Online
- The consumer
- Which products do they buy
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- Figure 6: Germany: Shopping for personal care products, October 2015
- Factors influencing choice of retailer
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- Figure 7: Germany: Shopping for personal care products: factors influencing choice of retailer, October 2015
- Shopping for prestige beauty
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- Figure 8: Germany: Purchasing of prestige beauty products, by age, October 2015
- Reasons for buying prestige beauty products
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- Figure 9: Germany: Reasons for buying prestige beauty products, October 2015
- What we think
Issues and Insights
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- The drugstores finally embrace e-commerce
- The facts
- The implications
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- Figure 10: Lidl Vorratsbox beauty range online, January 2016
- The drugstore space race
- The facts
- The implications
- Incorporating technology into beauty retail
- The facts
- The implications
The Market – What You Need to Know
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- Growth in the economy driven by domestic demand
- Spending up on personal care
- Colour cosmetics are the strongest performer
- Drugstores dominate but discounters grow
- Health & Beauty retail sales show strong growth
- Dm-Drogerie Markt leading growth of specialists
Spending and Inflation
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- Figure 11: Germany: Consumer spending on personal care products (incl VAT), 2010-15
- Inflation
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- Figure 12: Germany: Harmonised index of consumer prices, annual % change, 2010-14
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- Figure 13: Germany: Harmonised index of consumer prices on personal care, annual % change, May 2014-November 2015
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Product Market Breakdown
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- Figure 14: Germany: Main beauty markets, spending (inc VAT), 2010-15
- Figure 15: Germany: Main beauty markets, spending (inc VAT) forecasts, 2015-19
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Channels of Distribution
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- Figure 16: Germany: Retailers used to purchase beauty products, November 2014
- Drugstores dominate
- Discounters growing share
- Online growing
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- Figure 17: Germany: Estimated channels of distribution for personal care products (excluding services), 2013-15
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Sector Size and Forecast
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- A growing sector
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- Figure 18: Germany: Health & beauty retailers sales, excl VAT, 2010-15
- Figure 19: Germany: Health & beauty retailers sales, forecasts, excl VAT, 2015-20
Key Players – What You Need to Know
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- The drugstores launch online
- The drugstores are expanding
- Douglas focusses on Beauty
- Leading specialists lose share
Key Players
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- Dm Drogerie Markt embraces multichannel
- Another year of change for Douglas
- Rossman is expanding, but not keeping up with sales growth
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- Figure 20: Germany: Leading beauty specialists’ sales, 2012-15
- Figure 21: Germany: Leading beauty specialists outlet numbers, 2012-15
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- Figure 22: Germany: Leading beauty specialists’ sales per outlet, 2012-15
Market Shares
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- Figure 23: Germany: Leading beauty specialists: shares of all beauty retailers sales, 2013-15
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Online
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- Online activity
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- Figure 24: Germany: Online buyers in the last 3 months in key sectors, 2006-15
- Online sales
- Leading online players
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- Figure 25: Germany: Beauty retailers: Transactional websites, December 2015
The Consumer – What You Need to Know
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- Men are just as likely to have made a purchase as women
- Dads are the most common buyers of fragrance
- Women buy less make-up as they get older
- Value and convenience are key
- Make-up purchasers look for product quality and availability of brands
- Men more likely to buy prestige beauty products
- Prestige beauty buyers prefer high quality ingredients
The Consumer – Which Products Do They Buy
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- Skincare products are most popular
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- Figure 26: Germany: Shopping for personal care products, in-store and online, October 2015
- Men are just as likely to have bought beauty products as women
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- Figure 27: Germany: Shopping for personal care products, in-store and online, by gender, October 2015
- Encouraging older women to buy make-up
- Dads are the most common buyers of fragrance/aftershave products
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- Figure 28: Germany: Shopping for beauty products, in-store and online, by age, October 2015
The Consumer – Factors Influencing Choice of Retailer
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- Good value own-label products of most importance
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- Figure 29: Germany: Pricing and promotion based factors motivating choice of retailer, October 2015
- Convenience is key
- Back to the experts
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- Figure 30: Germany: Store and online based factors motivating choice of retailer, October 2015
- Young people prioritise convenience
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- Figure 31: Germany: Selected factors affecting purchasing of skincare products by average age and income, October 2015.
The Consumer – Shopping for Prestige Beauty Products
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- Men buy more prestige beauty products
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- Figure 32: Germany: Purchasing of prestige beauty products, by gender, October 2015
- Age dictates prestige buying habits
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- Figure 33: Germany: Purchasing of prestige beauty products, by age, October 2015
- Reasons for buying prestige beauty products
- Special prices drive sales
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- Figure 34: Germany: Reasons for buying prestige beauty products, October 2015
Appendix – Data sources, Abbreviations and Supporting Information
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- Abbreviations
- Data sources
- Statistisches Bundesamt – Wiesbaden
- EUROSTAT – Luxembourg
dm-Drogerie Markt
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- What we think
- Store investments
- New ranges for new diets
- Growth in international markets
- Embracing multi-channel
- Company background
- Company performance
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- Figure 35: dm-Drogerie Markt: Group sales performance, excl. tax, 2010/11-2014/15
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- Figure 36: dm-Drogerie Markt: Outlet data, 2010/11-2014/15
- Figure 37: dm-Drogerie Markt: Outlet numbers, 2010/11-2014/15
- Retail offering
Douglas Perfumeries
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- What we think
- A focus on beauty
- Expansion and diversification
- Bringing Les Bellista to Germany
- Multichannel
- Company background
- Company performance
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- Figure 38: Douglas Perfumeries: Financial performance, 2010/11-2014/15
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- Figure 39: Douglas Perfumeries: Outlet data, 2010/11-2014/15
- Retail offering
Müller
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- What we think
- Strength in breadth
- Growth from international business
- Online
- Company background
- Company performance
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- Figure 40: Müller: Group sales performance, 2010/11-2014/15
- Figure 41: Müller: Group financial performance, by division, 2012/13-2013/14
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- Figure 42: Müller: Outlet data, 2010/11-2014/15
- Retail offering
Rossmann
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- What we think
- Expansion
- Modernising the stores
- Online shop
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- Figure 43: Rossmann – Poland online shop
- Company background
- Company performance
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- Figure 44: Rossmann: Group financial performance, 2011-15
- Figure 45: Rossmann: Outlet data, 2011-15
- Retail offering
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