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Market Focus: Trends and Developments in the Male Toiletries Sector in Germany

  • February 2014
  • 41 pages
  • GlobalData
Report ID: 2051362


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Product Synopsis

This report provides a concise overview of the Male Toiletries market in Germany. After reading this report, you will understand the size of the market, the economic, demographic, and behavioral trends that will drive its evolution and the leading companies within the market, allowing you to plan effectively for the future.

Introduction and Landscape

Why was the report written?
This overview of the consumer and market dynamics of German Male Toiletries sector allows new entrants and established companies to gain rapid and comprehensive insight into the current state of the market and identify the key trends that will drive growth in the coming years.

What is the current market landscape and what is changing?
The volume of Male Toiletries used in Germany will steadily increase during 2012-2017 at a CAGR slightly higher than that registered during 2007-2012. However, the market has experienced volatile growth in US$ terms, due to fluctuating exchange rates which has added complexity to the market for international companies operating in the German Male Toiletries market.

What are the key drivers behind recent market changes?
With more than 52% of the population above 40 years of age as of 2012, the population mix in Germany has been skewed towards the aging population aided by rising life expectancy and the lower birth rate in the country. Therefore, with the country's population looking to age further, the future target for retailers should be the richer, aging “gray” consumer rather than the cash-strapped young consumers. Demand for Male Toiletries products are influenced by new gender behavior along with a desire for better value for money from their purchases. German consumers' Male Toiletries needs are also driven by their level of indulgence together with the desire for tailored products.

What makes this report unique and essential to read?
This report brings together consumer insight and market data to provide a comprehensive brief of the German Male Toiletries sector. This allows for the rapid identification of key growth opportunities across four Male Toiletries categories and their packaging.

Key Features and Benefits

Analysis of consumer behavior, economic conditions, and demography reveals emerging opportunities in the Male Toiletries sector in Germany.

Key growth categories are highlighted by analyzing the market dynamics of four Male Toiletries categories: Aftershaves and Colognes, Disposable Razors and Blades, Post-Shave Cosmetics, and Pre-Shave Cosmetics

Market shares are provided for the leading brands across the Aftershaves and Colognes, Disposable Razors and Blades, Post-Shave Cosmetics, and Pre-Shave Cosmetics categories.

An overview of packaging trends in German Male Toiletries sector is provided, including primary packaging material and type, packaging closures, and outer packaging.

Key future trends are highlighted and analyzed in order to identify opportunities and threats in the Male Toiletries sector.

Key Market Issues

Once a market leader, the Schlecker drugstore chain filed for bankruptcy in 2012 followed by the closure of its stores across Germany, resulting in an absence of parapharmacies or drugstores from some towns across the country. Therefore, the number of Health and Beauty outlets is expected to rise, with companies targeting to fill this gap.

Aftershaves and Colognes and Post-shave Cosmetics, though are the least valuable categories in German Male Toiletries sector, are expected to witness sound growth rates during 2012-2017

The health and beauty market in Germany is fragmented in terms of competitiveness and companies' overall sales shares. Though Hypermarkets and Supermarkets lead distribution, the market is also marked by the presence of specialist national retailers.

The economic uncertainty and a tendency among consumers to cut down on expenses has led to a stronger demand for private label grooming products for men in the country. However, the overall share of private label products in Germany's Male Toiletries sector remains low, though a high penetration rate was seen in the Men's Disposable Razors and Blades category.

Pre-Shave Cosmetics registered the lowest growth rate during 2012 inspite of being the second largest category, while Men's Disposable Razors and Blades continues to be the most valuable category in German Male Toiletries market.

Key Highlights

Older Consumers, Mid-Lifers and Pre-Mid-Lifers are the most prominent consumer groups. Consumer analysis, based on Wealth Group, reveals that Better-off men have the highest consumption share, while Time Poor male consumers have the highest consumption propensity of Male Toiletries.

Men's Disposable Razors and Blades and Aftershaves and Colognes will gain market share, while the market share of Pre-Shave Cosmetics and Post-Shave Cosmetics categories will decline between 2007 and 2017.

Manufacturers are focusing on launching innovative products that provide multiple benefits, primarily targeting the time-pressed working male population in Germany. German men are seeking Male Toiletries that meet their need for convenience, such as dry-shave alternatives, and all-in-one benefits, such as products that act as skin moisturizers, anti-irritants, help skin elasticity and freshness, or formulations with anti-aging properties all at the same time.

Disposable Razors and Blades and Pre-Shave Cosmetics accounted for almost 80% of the total number of packs used in German Male Toiletries sector in 2012, driving significant demand for Rigid Plastic and Flexible Packaging Blister Packs and Bottles. Men's Disposable Razors and Blades do not use closures, while Box outers are used in case of Aftershaves and Colognes.

The growing demand for Aftershave and Colognes in Germany will result in a parallel demand for Glass Bottle Packaging and Screw Top closures. Demand for Box outers will also increase as a result of the rising consumption of the category products

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