Facial Skincare - Germany - June 2008

SUMMARY

Abstract

The German facial skincare market is growing, with value sales in 2008 estimated at €1.1 billion, up 4% on 2007 and 13% from 2003. As the population ages, older women are an important target group for manufacturers and should no longer be sidelined. Equally, the number of females in employment, many of whom see a well-groomed appearance as essential in a competitive workplace, is rising.

Anti-ageing lines now account for 30% of overall sales while cleansers, targeting younger consumers, also do well. 'Natural' products, spearheaded by Yves Rocher, gain in popularity, taking 23% of the market (€250 million). Nivea Visage (Beiersdorf) is the top brand, followed by L

TABLE OF CONTENTS

Table of Contents

• Issues in the Market
• Definition
• Consumer research
• Abbreviations
• Market in Brief
• Growth rates are encouraging
• Nivea and L'Oréal lead the way
• The ageing population drives demand for quality and sophistication
• Future prospects
• Internal Market Environment
• Key points
• Demand for products for normal skin highest in Germany
  • Figure 1: Women's skin type, by country, 2007
  • Figure 2: Trends in women's skin type, 2003-07
• Older women want to be stylish
• Convenience vs care
• Broader Market Environment
• Key points
• The rising number of middle-aged Germans boosts demand for products for mature skin
  • Figure 3: Trends in German adult female population, by age, 2003-13
• Price vs. brand loyalty
  • Figure 4: Attitudes towards branding in facial skincare products, 2002-06
• Female employment is a major driver
  • Figure 5: Trends in German employment, by gender, 2002-12
• Long term economic outlook set to improve
  • Figure 6: Trends in German PDI, consumer expenditure and GDP, at current prices, 2003-13
• REACH
• EU guidelines for product safety
• Who's Innovating?
• Key points
• The fight against ageing
• Natural
• A touch of luxury
• Staying fresh
• Cleansers for young skin
• Market Size and Forecast
• Key points
• Growth driven by anti-ageing skincare
  • Figure 7: German retail value sales of facial skincare products, at current and constant prices, 2003-13
• Multi-functional
• Trend setting
• Natural, organic and ethical products soar
• Prospects
• Factors used in the forecast
• Segment Performance
• Key points
• Anti-ageing products are fast gaining share
  • Figure 8: German retail value sales of facial skincare products, by type, 2006-08
• Treatments are a key growth area...
  • Figure 9: German retail value sales of treatments, at current and constant prices, 2003-13
• ...due to the anti-ageing proposition
  • Figure 10: German retail value sales of anti-ageing treatments, at current and constant prices, 2003-13
• Standard moisturisers
  • Figure 11: German retail value sales of moisturisers, at current and constant prices, 2003-13
• Treatments and moisturisers by product type
  • Figure 12: German retail value sales of treatments and moisturisers, by type, 2006-08
• Germans prefer all-purpose creams
• Cleansers
  • Figure 14: German retail value sales of cleansers, at current and constant prices, 2003-13
• All-purpose cleansers lead the field
  • Figure 15: German retail value sales of cleansers, by skin type, 2006-08
• Wipes take a quarter of sales
  • Figure 16: German retail value sales of cleansers, by format, 2006-08
• Toners unlikely to regain market presence
  • Figure 17: German retail value sales of toners, at current and constant prices, 2003-13
• Anti-ageing products
  • Figure 18: German retail value sales of anti-ageing products, 2006-08
• Market Share
• Key points
• Germans still favour their local Nivea
  • Figure 19: Brands' retail value shares of facial skincare products, 2005-07
• Nivea Visage and own-label skincare is used by one woman in five
  • Figure 20: Popularity of major facial skincare brands, 2003-07
• Young skin
• Mature skin
• Companies and Products
• Beiersdorf
• Johnson & Johnson
• L'Oréal
• Procter & Gamble
• Yves Rocher
• Brand Communication and Promotion
• Key points
• TV advertising rules
  • Figure 21: Main monitored media advertising expenditure on women's facial skincare, by country, 2005-07
  • Figure 22: Main monitored media advertising expenditure on facial skincare, suppliers spending €1 million or more, 2007
  • Figure 23: Top advertised facial skincare brands, 2007
• Channels to Market
• Key points
• Self-service druggists lead
  • Figure 24: German retail value shares of all facial skincare products, by outlet type, 2006-08
  • Figure 25: German retail value shares of facial treatments and moisturisers, by outlet type, 2006-08
  • Figure 26: German retail value shares of facial cleansers, by outlet type, 2006-08
• More than half of women favour self-service druggists
  • Figure 27: Place of purchase of facial skincare products, 2002-06
• Consumer -- Pan-European Overview
• Key points
  • Figure 28: Penetration of facial skincare products, by women, by country, 2007
  • Figure 29: Penetration and frequency of using facial skincare, by women, by country, 2007
• Consumer -- Trends in Germany
• Key points
  • Figure 30: Trends in penetration of skincare products, by type, by women, 2003-07
• Consumer -- Usage and Attitudes
• Key points
• Anti-ageing and anti-wrinkle creams
  • Figure 31: Most valuable consumers for volume sales of anti-ageing/anti-wrinkle creams in Germany (VII), 2007
• Other face creams and lotions
  • Figure 32: Most valuable consumers for volume sales of other face creams in Germany (VII), 2007
• Cleansers
  • Figure 33: Most valuable consumers for volume sales of cleansing creams* in Germany (VII), 2007
• Facial washes, scrubs and masks
  • Figure 34: Most valuable consumers for volume sales of facial washes, scrubs & masks in Germany (VII), 2007
• Detailed demographics
• Anti-ageing and anti-wrinkle creams
  • Figure 35: Penetration and frequency of using anti-ageing/anti-wrinkle creams, by women, by demographic sub-group, 2007
• Other face creams and lotions
  • Figure 36: Penetration and frequency of using other face creams and lotions, by women, by demographic sub-group, 2007
• Cleansing cream, milk, lotion, toner and wipes
  • Figure 37: Penetration and frequency of using cleansing cream, milk, lotion, toner & wipes, by women, by demographic sub-group, 2007
• Facial washes, scrubs and masks
  • Figure 38: Penetration and frequency of using facial washes, scrubs & masks, by women, by demographic sub-group, 2007
• Attitudes Towards Use of Skincare Products
• Key points
  • Figure 39: Attitudes towards personal appearance and facial skincare, by all women and facial skincare users, 2007
• Little need to pay extra for quality C&T
• Fewer fans of male skincare
  • Figure 40: Attitudes towards personal appearance and facial skincare in Germany and comparison index