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Beauty and Personal Care Retailing - Germany - January 2018

“There is growing pressure on the market leaders in beauty and personal care retailing in Germany. Online is growing, with Amazon an increasingly important player. There are newcomers in the specialist cosmetics and perfumery sectors. We think that some of the market leaders are already showing signs of this increased pressure.”
– Richard Perks, Director of Retail Research

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Table of contents

  1. Overview

    • What you need to know
      • Areas covered in this report
      • Executive Summary

          • The market
            • Spending and inflation
              • Figure 1: Germany: spending on personal care products as % all consumer spending 2011-17
              • Figure 2: Germany: consumer price inflation on personal care products and services, annual % change, January 2016-November 2017
            • Sector size and forecast
              • Figure 3: Germany: cosmetics and perfumery retailers’ sales as % all non-food retailers’ sales, 2012-17
            • Channels of distribution
              • Figure 4: Germany: estimated channels of distribution for beauty and personal care products, 2017
            • Companies and brands
              • Drugstores dominant
                • Market shares
                  • Figure 5: Germany leading specialists’ shares of all cosmetics and perfumery specialists’ sales, 2017
                • Online
                  • The consumer
                    • Beauty and personal care products purchased
                      • Figure 6: Germany: BPC products bought in the last 12 months, November 2017
                    • Online and in-store shopping for beauty and personal care products
                      • Figure 7: Germany: in-store vs online shoppers for beauty and personal care products, November 2017
                    • Where beauty and personal care products are purchased
                      • Figure 8: Germany: where beauty and personal care products were purchased, November 2017
                    • Attitudes to buying beauty and personal care products
                      • Figure 9: Germany: attitudes to buying beauty and personal care products, November 2017
                    • What we think
                    • Issues and Insights

                      • Is there a crisis building in the drugstore sector?
                        • The facts
                          • What it means
                            • Just how big a challenge is online?
                              • The facts
                                • The implications
                                • The Market – What You Need to Know

                                  • Personal care spending losing share of all spending
                                    • Signs that the drugstore sector is going ex-growth
                                      • Inflation above average
                                        • Drugstores by far the biggest players
                                        • Consumer Spending

                                              • Figure 10: Germany: consumer spending on beauty and personal care (incl. VAT), 2012-17
                                          • Product Market Breakdown

                                              • Figure 11: Germany: main beauty and personal care markets, spending (incl. VAT) 2012-17
                                              • Figure 12: Germany: main beauty and personal care markets, forecast spending (incl. VAT) 2018-21
                                          • Sector Size and Forecast

                                            • Drugstores gaining share
                                              • Figure 13: Germany: health & beauty specialists, sales (excl. VAT), 2012-17
                                              • Figure 14: Germany: health & beauty specialists, sales forecasts, excl. VAT, 2018-22
                                          • Inflation

                                              • Figure 15: Germany: consumer prices of personal care items, annual % change, 2012-17
                                              • Figure 16: Germany: consumer price inflation on personal care products and services, annual % change, January 2016-November 2017
                                          • Channels of Distribution

                                            • Specialists dominant
                                              • Department stores struggling
                                                • Supermarkets not a major force
                                                  • Online and other non-store
                                                    • Figure 17: Germany: estimated channels of distribution for spending on beauty and personal care products, 2017
                                                • Companies and Brands – What You Need to Know

                                                  • Drugstores dominant
                                                    • Three retailers share 85% of the market
                                                      • Online takes 7% of the market
                                                      • Leading Players

                                                        • Drugstores dominant
                                                          • Specialists growing as well.
                                                            • Figure 18: Germany: leading beauty specialists, sales, excl. VAT, 2013-17
                                                            • Figure 19: Germany: leading beauty specialists, outlets, 2013-17
                                                            • Figure 20: Germany: leading beauty specialists, sales per outlet, 2013-17
                                                        • Market Shares

                                                            • Figure 21: Germany: leading specialists’ shares of all beauty and personal care specialists’ sales, 2013-17
                                                        • Online

                                                          • Online usage
                                                            • Shopping online
                                                              • Figure 22: Germany: online buyers in last 12 months in key sectors, 2011-17
                                                            • Online sales and leading online players
                                                            • The Consumer – What You Need to Know

                                                              • Almost everyone beauty and personal care products
                                                                • Almost all purchasers buy at least something instore.
                                                                  • Drugstores the most used retailers
                                                                    • Attitudes to buying beauty and personal care products
                                                                    • Beauty and Personal Care Products Purchased

                                                                      • Beauty and personal care products widely bought.
                                                                        • Figure 23: Germany: BPC products bought in the last 12 months, November 2017
                                                                        • Figure 24: Germany: BPC products bought in the last 12 months, by gender, November 2017
                                                                    • Online and In-Store Shopping for Beauty and Personal Care Products

                                                                        • Figure 25: Germany: in-store vs online shoppers for beauty and personal care products, November 2017
                                                                        • Figure 26: Germany: profile of online and in-store buyers of beauty and personal care products, November 2017
                                                                    • Where Beauty and Personal Care Products Are Purchased

                                                                        • Figure 27: Germany: where beauty and personal care products were purchased, November 2017
                                                                      • Customer profiles
                                                                        • Figure 28: Germany: usage of retailers for buying beauty and personal care products, by average age and income, November 2017
                                                                      • Where people shopped and what they bought
                                                                        • Products and drugstores
                                                                          • Figure 29: Germany: purchasers of BPC products by drugstores and specialists, November 2017
                                                                        • Products and other retailers
                                                                          • Figure 30: Germany: purchasers of BPC products by food retailer, department store and pharmacies, November 2017
                                                                      • Attitudes to Buying Beauty and Personal Care Products

                                                                            • Figure 31: Germany: attitudes to shopping for beauty products, November 2017
                                                                            • Figure 32: Germany: profile of those agreeing with the attitude statements, November 2017
                                                                          • Attitudes to buying beauty and personal care products by shops used
                                                                            • Figure 33: Germany: attitudes to buying beauty products by retailers used, November 2017
                                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                          • Abbreviations
                                                                            • Data sources
                                                                            • The Body Shop

                                                                                • What we think
                                                                                  • Distinct USP suffered under the weight of L’Oréal ownership
                                                                                    • Mobile-first e-commerce platform roll-out
                                                                                      • Shop-in-shop deal with El Corte Inglés an opportunity to attract more customers
                                                                                        • Company background
                                                                                          • Company performance
                                                                                            • Figure 34: The Body Shop - Retail sales: Group financial performance, 2012-16
                                                                                            • Figure 35: The Body Shop: Estimated UK sales performance, 2012-16
                                                                                            • Figure 36: The Body Shop - Retail Sales: Estimated outlet data, 2012-16
                                                                                          • Retail offering
                                                                                          • dm-Drogerie Markt

                                                                                              • What we think
                                                                                                • Online
                                                                                                  • Stores and investment
                                                                                                    • Company background
                                                                                                      • Company performance
                                                                                                        • Figure 37: dm-Drogerie Markt: group sales performance, 2012/13-2016/17
                                                                                                        • Figure 38: dm-Drogerie Markt: outlet data, 2012/13-2016/17
                                                                                                      • Retail offering
                                                                                                      • Douglas Group

                                                                                                          • What we think
                                                                                                            • Strengthening market position in Spain and Italy
                                                                                                              • Transforming the online beauty shopping experience
                                                                                                                • Enhanced loyalty card to win new customers
                                                                                                                  • In-store events to help drive footfall in German shops
                                                                                                                    • Targeting men with new skincare products range and dedicated in-store spaces
                                                                                                                      • Company background
                                                                                                                        • Company performance
                                                                                                                            • Figure 39: Douglas Group: group sales performance, 2012/13-2016/17
                                                                                                                            • Figure 40: Douglas Group: estimated outlet data, 2012/13-2016/17
                                                                                                                          • Retail offering
                                                                                                                          • Kiko Milano

                                                                                                                              • What we think
                                                                                                                                • 20-year celebration leads to collaboration with Vogue Italia
                                                                                                                                  • KikoID opens in Milan
                                                                                                                                    • #kikotrendsetters
                                                                                                                                      • New CEO
                                                                                                                                        • Company background
                                                                                                                                          • Company performance
                                                                                                                                            • Figure 41: Kiko Milano, Group sales performance, 2012-17
                                                                                                                                            • Figure 42: Kiko Milano, estimated outlet data, 2012-17
                                                                                                                                          • Retail offering
                                                                                                                                          • Lush Retail

                                                                                                                                              • What we think
                                                                                                                                                • Bigger and better shops
                                                                                                                                                  • New app and virtual shopping assistant to boost customer experience
                                                                                                                                                    • Expanded payment option with Bitcoin digital currency
                                                                                                                                                      • Company background
                                                                                                                                                        • Company performance
                                                                                                                                                          • Figure 43: Lush Retail Ltd: Group financial performance, 2012/13-2016/17
                                                                                                                                                          • Figure 44: Lush Retail Ltd: Outlet data, 2012/13-2016/17
                                                                                                                                                        • Retail offering
                                                                                                                                                        • Müller

                                                                                                                                                            • What we think
                                                                                                                                                              • Looking for sales growth opportunities outside Germany
                                                                                                                                                                • Demand for natural cosmetics fuelling sales growth
                                                                                                                                                                  • Non-beauty offering dragging down total sales
                                                                                                                                                                    • Company background
                                                                                                                                                                      • Company performance
                                                                                                                                                                        • Figure 45: Müller: group sales performance, 2012/13-2016/17
                                                                                                                                                                        • Figure 46: Müller: outlet data and estimated sales per outlet, 2012/13-2016/17
                                                                                                                                                                      • Retail offering
                                                                                                                                                                      • Rossmann

                                                                                                                                                                          • What we think
                                                                                                                                                                            • Expanding own brand and exclusives to give differentiation
                                                                                                                                                                              • Using influencers to increase appeal to younger buyers
                                                                                                                                                                                • Online proves a challenge
                                                                                                                                                                                  • What next?
                                                                                                                                                                                    • Company background
                                                                                                                                                                                      • Company performance
                                                                                                                                                                                        • Figure 47: Rossmann: Group sales performance, 2013-17
                                                                                                                                                                                        • Figure 48: Rossmann: Outlet data, 2013-17
                                                                                                                                                                                      • Retail offering

                                                                                                                                                                                      Beauty and Personal Care Retailing - Germany - January 2018

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