1. Market Research
  2. > Personal Care
  3. > Cosmetics
  4. > Body Care
  5. > Male Care Market Trends
  6. > Market Focus: Trends and Developments in the Male Toiletries Sector in Germany

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

Table Of Contents

Market Focus: Trends and Developments in the Male Toiletries Sector in Germany
Country context
-          German Male Toiletries market provides significant opportunities to marketers despite rising consumer prices, fluctuating GDP, and low birth rates
-          Health and Beauty distribution marked by the presence of specialist retailers besides other prominent channels
-          Hypermarkets and Supermarkets dominate the distribution of Male Toiletries along with other Health and Beauty products
Consumer Profile
-          Male Toiletries consumption in Germany is led by Older and financially Better Off men
-          Older Consumers are the heaviest consumers of Male Toiletries products in Germany
-          Male Toiletries consumption in Germany is primarily driven by new gender behaviors exhibited by men
-          Demand for Male Toiletries products is driven by new gender behaviors along with a desire for better value for money
-          German consumers' Male Toiletries needs are driven by a desire for indulgence, as well as personally tailored products
Sector Analysis
-          Aftershaves and Colognes continues to lead Germany's Male Toiletries market in terms of growth
-          Disposable Razors and Blades and Aftershaves and Colognes will gain marginal market share between 2007-2017
-          German Male Toiletries sector will register a steady increase in volume and value growth despite volatile exchange rates
-          Aftershaves and Colognes and Post-shave Cosmetics to witness increased sales and steady growth over 2012-2017
-          Pre-Shave Cosmetics and Disposable Razors and Blades continue to be high-value categories in the German Male Toiletries market
Brands and Private Labels
-          Gillette leads brand share in the Aftershaves and Colognes and Disposable Razors andBlades categories
-          Nivea and Gillette lead brand share in the Post-shave and Pre-shave Cosmetics categories
-          Disposable Razors and Blades have the highest Private Label penetration in the German Male Toiletries market
-          Increasing Private Label sales of Aftershaves and Colognes contributed to the highest category value growth during 2009-2012
Packaging Insight
-          Rigid Plastic and Flexible Packaging Blister Packs are preferred packs for Disposable Razors and Blades
-          Growth in demand of Glass Bottle Packaging along with Screw Top closures and Box outers will be driven by increased usage of Aftershaves and Colognes
Future Outlook- four key trends in Germany's Male Toiletries sector
-          German Male Toiletries sector to witness growth in quality Private Label, multi-benefit products, and anti-aging formulations in anti-aging and natural products
Data Appendix and Summary Methodology


Companies Mentioned

Rossmann, DM-Drogerie Markt, Rewe, Metro, The Procter and Gamble Company, Energizer Holdings, Inc., Beiersdorf AG ,Unilever PLC ,

View This Report »

Get Industry Insights. Simply.

  • Latest reports & slideshows with insights from top research analysts
  • 24 Million searchable statistics with tables, figures & datasets
  • More than 10,000 trusted sources
24/7 Customer Support

Talk to Ahmad

+1 718 618 4302

Purchase Reports From Reputable Market Research Publishers
Global and Chinese Electric Shaving Cream Industry, 2016 Market Research Report

Global and Chinese Electric Shaving Cream Industry, 2016 Market Research Report

  • $ 3000
  • Industry report
  • November 2016
  • by Prof Research

The ’Global and Chinese Electric Shaving Cream Industry, 2011-2021 Market Research Report’ is a professional and in-depth study on the current state of the global Electric Shaving Cream industry with ...

Global and Chinese Shaving Cream Industry, 2016 Market Research Report

Global and Chinese Shaving Cream Industry, 2016 Market Research Report

  • $ 3000
  • Industry report
  • November 2016
  • by Prof Research

The ’Global and Chinese Shaving Cream Industry, 2011-2021 Market Research Report’ is a professional and in-depth study on the current state of the global Shaving Cream industry with a focus on the ...

Male Toiletries Global Industry Almanac_2016

Male Toiletries Global Industry Almanac_2016

  • $ 2995
  • Industry report
  • October 2016
  • by MarketLine

Summary Global Male Toiletries industry profile provides top-line qualitative and quantitative summary information including: market share, market size (value and volume 2011-15, and forecast to 2020). ...

Male Toiletries In South Africa

October 2016 $ 350

Download Unlimited Documents from Trusted Public Sources

Male Care Markets

  • February 2016
    4 pages
  • Male Care  

    Body Care  

View report >

Related Market Segments :

Cosmetics

ref:plp2014

Reportlinker.com © Copyright 2016. All rights reserved.

ReportLinker simplifies how Analysts and Decision Makers get industry data for their business.