Facial Skincare - Germany - June 2008

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