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Women's Bodycare - Germany - March 2009

In 2008, German retail value sales of women’s bodycare products increased by 3% on 2007; the market is now estimated at €807 million. Recent growth stems from the hand and foot care sectors, and from anti-ageing lines, with firming products strongly in demand. Regular all-purpose body lotions and those with added tanning agent have, on the other hand, lost ground.

Beiersdorf’s Nivea remains the undisputed market leader, taking 26% of overall sales, although the brand has lost share to Unilever’s heavily promoted Dove, which now takes 11%, and Florena.

The countries examined within the Consumer Goods Intelligence series of reports are France, Germany, Italy, Spain and the UK.

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Table of contents

  1. Issues in the Market

      • Definition
        • Consumer research
          • Abbreviations
          • Market in Brief

            • Market growth continues in 2008
              • Anti-ageing lines do well
                • Penetration is above European average
                  • Hand and foot care NPD increases
                    • Multinationals dominate the market
                      • Expected price hikes will help discounters
                      • Internal Market Environment

                        • Key points
                          • Big spenders to the fore
                            • Figure 1: Attitudes towards personal appearance, by country, by women, 2008
                            • Figure 2: Trends in attitudes towards personal appearance, by women, 2004-08
                          • Attitudes towards sport and exercise
                            • Figure 3: Attitudes towards sports and exercise, by country, by women, 2008
                            • Figure 4: Trends in attitudes towards sports and exercise, by women, 2004-08
                            • Figure 5: In the last month have you done any of the following and if so how often, by women, 2004-08
                          • German women are less concerned about their weight
                            • Figure 6: Attitudes towards weight, by country, 2008
                            • Figure 7: Trends in attitudes towards weight, by women, 2004-08
                          • Skin types and skin problems determine demand for certain products
                            • Figure 8: Women’s body skin types, 2004-08
                            • Figure 9: Women’s body skin problems, 2004-08
                        • Broader Market Environment

                          • Key points
                            • Female workforce is an important target group
                              • Figure 10: Trends in German employment, by gender, 2003-08
                              • Figure 11: Trends in German PDI, consumer expenditure and GDP, at current prices, 2003-13
                            • The ageing population drives demand
                              • Figure 12: Trends in German adult female population, by age, 2003-13
                            • Childless women have more time and money for self-pampering
                              • Figure 13: Trends in number of German households, by size, 2003-07
                            • EU regulations
                              • REACH makes suppliers work harder
                              • Who’s Innovating?

                                • Key points
                                  • Figure 14: % of new product launches in bodycare, by country, 2005-08
                                  • Figure 15: % of new product launches in bodycare, by category, 2005-08
                                • Bodycare
                                  • Hand care
                                    • Foot care
                                      • Figure 16: Number of new product launches in bodycare, by positioning, 2005-08
                                      • Figure 17: % of new product launches in bodycare, by company, 2005-08
                                  • Market Size and Forecast

                                    • Key points
                                      • The new bodycare
                                        • Figure 18: Germany retail value sales of bodycare, at current and constant prices, 2003-13
                                      • Food and salt as skincare
                                        • Natural still popular
                                          • Prospects
                                            • Factors used in the forecast
                                            • Segment Performance

                                              • Key points
                                                • Skin-firming on the up
                                                  • Figure 19: German retail value sales of bodycare products, by type, 2006-08
                                                • Hand and foot care both strong
                                                  • Anti-ageing booms
                                                    • Figure 20: German retail value sales of bodycare products, by type, 2006-08
                                                  • Self-tanners lose status
                                                    • Urea popular against dry skin
                                                    • Market Share

                                                      • Key points
                                                        • Figure 21: Manufacturers´ retail value sales of bodycare products, 2006-08
                                                      • Dove challenges Nivea within all-purpose body lotions
                                                        • Figure 22: Brands´ retail value sales of all-purpose body lotions, oils and gels, 2006-08
                                                        • Figure 23: Popularity of body milk/lotion brands, 2004-08
                                                      • Nivea also loses ground to Florena for hand products
                                                        • Figure 24: Brands´ retail value sales of all-purpose body creams and handcreams, 2006-08
                                                        • Figure 25: Popularity of hand and general-purpose skincare brands, 2004-08
                                                    • Companies and Products

                                                      • Beiersdorf
                                                        • Johnson & Johnson
                                                          • L'Oréal
                                                            • Lornamead
                                                              • Unilever
                                                              • Brand Communication and Promotion

                                                                • Key points
                                                                  • Figure 26: Main monitored media advertising expenditure on bodycare products, by country, 2005-07
                                                                  • Figure 27: Main monitored media advertising expenditure on bodycare products, Germany, 2007
                                                              • Channels to Market

                                                                • Key points
                                                                  • Figure 28: German retail value sales of bodycare products, by outlet type, 2006-08
                                                                  • Figure 29: Place of purchase of bodycare products, 2002-08
                                                                • Natural lines mainly via self-service druggists
                                                                • The Consumer – Pan-European Overview

                                                                  • Key points
                                                                      • Figure 30: Penetration and frequency of using bodycare products, by type, by country, 2008
                                                                  • The Consumer – Trends in Germany

                                                                    • Key points
                                                                        • Figure 31: Trends in frequency of using bodycare products, women, by type, 2004-08
                                                                    • The Consumer – Usage and Attitudes

                                                                      • Key points
                                                                        • For the body
                                                                          • For the hands
                                                                            • Detailed demographics
                                                                              • Figure 32: Penetration and frequency of using body creams and lotions, by women, by demographic sub-groups, 2008
                                                                              • Figure 33: Penetration and frequency of using hand creams and lotions, by women, by demographic sub-groups, 2008
                                                                            • Attitudes
                                                                              • Figure 34: Attitudes towards personal appearance, by body and hand care users, 2008

                                                                          Companies Covered

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                                                                          Women's Bodycare - Germany - March 2009

                                                                          US $640.98 (Excl.Tax)