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 1: Germany: Annual % change in total household expenditure and expenditure on personal care, 2012-16
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- Figure 2: Germany: Consumer price inflation on personal care products and services, annual % change, May 2015-Oct 2016
- Channels of distribution
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- Figure 3: Germany: Estimated channels of distribution for personal care products, 2016
- Sector size and forecast
- Leading players
- dm-drogerie markt extends leadership position
- Market shares
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- Figure 4: Germany: Leading beauty specialists: Shares of all beauty retailers’ sales, 2016
- Online small but growing
- Social media an important part of the purchase journey
- The consumer
- Where they shop
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- Figure 5: Germany: Where they shop for beauty products, in-store or online, November 2016
- Attitudes to shopping for beauty products
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- Figure 6: Germany: Attitudes to shopping for beauty products, November 2016
- What we think
Issues and Insights
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- The changing role of the store
- The facts
- The implications
- Greater clarification desired for environmental and health concerns
- The facts
- The implications
The Market – What You Need to Know
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- Consumer spending on personal care remains strong
- Personal care category has an inflationary impact
- Colour cosmetics the fastest growing segment
- Drugstores continue to dominate the market
- Strong but slowing growth in retail sales
Spending and Inflation
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- Economy healthy
- Consumer spending
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- Figure 7: Germany: Consumer spending on personal care products and services (incl. VAT), 2011-16
- Inflation
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- Figure 8: Germany: Harmonised index of consumer prices, annual % change, 2011-15
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- Figure 9: Germany: Consumer price inflation on personal care products and services, annual % change, May 2015-Oct 2016
Product Market Breakdown
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- Figure 10: Germany: Main beauty markets, Spending (inc VAT), 2011-16
- Figure 11: Germany: Main beauty markets, Spending (inc VAT), Forecasts, 2016-20
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Channels of Distribution
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- Specialists dominate
- Discounters grow their influence
- Department stores losing relevance
- Online dominated by pureplays
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- Figure 12: Germany: Estimated channels of distribution for personal care products, 2016
Sector Size and Forecast
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- Strong but slowing growth
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- Figure 13: Germany: Health & beauty retailers’ sales, excl VAT, 2011-16
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- Figure 14: Germany: Health & beauty retailers sales, forecasts, excl VAT, 2016-21
Leading Players – What You Need to Know
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- dm-drogerie market extends its dominant position
- Rossmann looks to acquire Budni
- dm-drogerie markt enjoys market share gains
- Online remains small for beauty retailers
Leading Players
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- dm-drogerie markt cements its leading position
- New store openings drive sales growth at Rossmann
- A calmer year for Douglas
- Budnikowsky eyed by Rossmann
- Kiko Milano small but growing
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- Figure 15: Germany: Leading beauty specialists, Sales, 2013-16
- Figure 16: Germany: Leading beauty specialists, Outlets, 2013-16
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- Figure 17: Germany: Leading beauty specialists, Sales per outlet, 2013-16
Market Shares
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- Figure 18: Germany: Leading beauty specialists: Shares of all beauty retailers’ sales, 2013-16
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Online
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- Internet usage
- Shopping online
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- Figure 19: Germany: Online buyers in last three months in key sectors, 2007-16
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- Figure 20: Germany: Proportion of beauty shoppers that have bought beauty products online in the past 12 months, by age, November 2016
- Online beauty sales
- Leading online players
- Social media
- Bloggers trump in-store staff for a third of 16-24 year olds
- 16-24 year olds not fazed by bloggers/vloggers being paid
- Facebook most used but 16-24s prefer YouTube
- Freebies and advice drive engagement
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- Figure 21: Germany: Interest in future beauty content on social media, by gender, 2015
- Competitions hold wide appeal
- 16-24s: the selfie generation
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- Figure 22: Germany: Beauty and personal care social media activities, by age, 2015
The Consumer – What You Need to Know
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- Drugstores remain the firm favourite
- More information wanted
- Personalisation desired by 16-24 year olds
- The internet as a source of advice and inspiration
Where they Shop for Beauty Products
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- Women still the main purchasers
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- Figure 23: Germany: Who shops for beauty products, by age and gender, November 2016
- Drugstores remain the firm favourite
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- Figure 24: Germany: Where they shop for beauty products, November 2016
- Lack of loyalty among young shoppers
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- Figure 25: Germany: Repertoire of in-store retailers used, by age group, November 2016
- Specialists attract the most affluent
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- Figure 26: Germany: Profile of those who bought either in-store or online, by type of retailer used, November 2016
- 97% of beauty buyers shop in-store
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- Figure 27: Germany: Where they shop for beauty products in-store, November 2016
- Multichannel retailers fall behind online
- Online beauty is about more than just sales
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- Figure 28: Germany: Where they shop for beauty products online, November 2016
- Product interaction still important
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- Figure 29: Germany: Women’s purchasing behaviours for facial skincare products, 2016
Attitudes to Shopping for Beauty Products
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- Consumers want more information
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- Figure 30: Germany: Attitudes to shopping for beauty products, November 2016
- Online an important source of information for young consumers
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- Figure 31: Germany: Selected attitudes to shopping for beauty products, by age, November 2016
- Customisation appeals to 16-24 year olds
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- Figure 32: Germany: Selected attitudes to shopping for beauty products, by age, November 2016
- Experience and experimentation remain important
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- Figure 33: Germany: Selected attitudes to shopping for beauty products, by age, November 2016
- Desire for information extends across the age brackets
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- Figure 34: Germany: Selected attitudes to shopping for beauty products, by age, November 2016
- Attitudes by where they shop
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- Figure 35: Germany: Attitudes to shopping for beauty products by where they shop, November 2016
What They Bought
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- Figure 36: Germany: Make-up brands bought by women in the last 12 months, by age, 2016
- German consumer interest in fragrance changing technology
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- Figure 37: Germany: Interest in trying fragrance tools or concepts if available, 2016
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Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Data sources
The Body Shop
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- What we think
- Enrich Not Exploit
- Skincare products driving sales
- Maximising mobile opportunities
- New UK store concept offering an enhanced beauty shopping experience
- Company background
- Company performance
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- Figure 38: The Body Shop: Retail and consolidated sales, 2011-15
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- Figure 39: The Body Shop: Estimated UK sales performance, 2011-15
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- Figure 40: The Body Shop: Estimated outlet data, 2011-15
- Retail offering
dm-drogerie markt
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- What we think
- Renovating the store estate
- Online development
- Utilising social media to attract younger shoppers
- Company background
- Company performance
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- Figure 41: dm-drogerie markt: Group sales performance, excl tax, 2011/12-2015/16
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- Figure 42: dm-drogerie markt: Outlet data, 2011/12-2015/16
- Retail offering
Douglas Group
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- What we think
- Perfumes and fragrances market under pressure
- E-commerce growth
- Private label expansion
- Exclusive brands on the rise
- New store formats
- Growth through acquisitions and store openings
- Professional beauty potential
- Company background
- Company performance
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- Figure 43: Douglas Group: Group financial performance, 2011/12-2015/16
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- Figure 44: Douglas Group: Outlet data, 2011/12-2015/16
- Retail offering
Kiko Milano
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- What we think
- An authentic sensory in-store beauty shopping experience
- Professional make-up artists’ recommendations bolster quality credentials
- New smart technology-led store aimed at Millennials
- Company background
- Company performance
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- Figure 45: Kiko Milano: Group sales performance, 2011-16
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- Figure 46: Kiko Milano: Estimated outlet data, 2011-16
- Retail offering
Lush Retail
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- What we think
- Distinctive USP that resonates with the 50% of consumers looking for natural beauty products
- Transparency and authenticity
- Enhanced store experience
- Targeting fresh growth opportunities
- Building a global open-source platform to connect its growing online community
- Company background
- Company performance
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- Figure 47: Lush Retail Ltd: Group financial performance, 2010/11-2014/15
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- Figure 48: Lush Retail Ltd: Outlet data, 2010/11-2014/15
- Retail offering
Müller
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- What we think
- More than a just a drugstore
- Alnatura deal bolsters Müller’s natural credentials
- Everyday low prices to fight off competition from discounters
- Multichannel offering
- Company background
- Company performance
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- Figure 49: Müller: Group sales performance, 2011/12-2015/16
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- Figure 50: Müller: Outlet data and estimated sales per outlet, 2011/12-2015/16
- Retail offering
Rossmann
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- What we think
- Store development
- Modernisation
- E-commerce opportunities
- The chance to make a quantum leap
- Company background
- Company performance
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- Figure 51: Rossmann: Group sales performance, 2012-16
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- Figure 52: Rossmann: Outlet data, 2012-16
- Retail offering
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