Germany Soap, Bath & Shower Market Report 2020
£ 2,195 (Excl.Tax)
Description
Providing the most comprehensive and up-to-date information and analysis of the Soap, Bath and Shower – Germany market including the behaviours, preferences and habits of the consumer.
In 2021, brands can shift their focus to more emotional benefits beyond hygiene. Self-care and stress-relief will be important ways to position products, using mood-enhancing scents to evoke feelings of calm or happy memories. Other sensorial elements, including added moisturisers, are also important for product positioning.
Quickly Understand
- How to drive future growth within the category?
- How to tap into premiumisation?
- How to promote on-the-go use for products?
- Which brands account for the highest sales within the category?
- How can your brand reinforce consumer loyalty?
- How do Germans use Soap, Bath and Shower products?
Covered in this report
Brands mentioned: Alverde, Annemrie Börlind, Aveeno, Axe, Balea, Barnängen, Bebe, Beiersdorf, Bergland, Colgate-Palmolive, Coty, DM, Douglas, Dove Powered by Plants, Dresdner Essenz, Edeka, Elcurina, Fa, Gallinée, Haan, Hempz, Henkel, Hornbach x SEINZ, Isana, L:A Bruket, Lavera, Loop, L’Oréal, L’Oréal Men Expert, Lornamead, Love Bar, Love Beauty & Planet, Lux, N.A.E. Naturale Antica Erboristeria, Nature Box, Nesti Dante, Netto, Netto Pure, Nivea, Paul Hartmann, Primavera, Rituals, Sagrotan, Sebapharma, Sebastian Professional, Sephora, Share, St. Pauli, Symrise, The Body Shop, The Melodist, The Right to Shower, Unilever, Unique Beauty, Veg-Up, Weleda, You & Oil,
Products covered: Solid soap, liquid soap, bath products, shower products
Expert analysis from a specialist in the field
Written by Gwen Osserman, a leading analyst in the Beauty and Personal Care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
COVID-19 has put consumers’ focus firmly on hygiene, but there is room to promote products for self-care, relaxation and overcoming stress.
Gwen Osserman
Analyst – Beauty and Personal Care
Table of Contents
-
Executive summary
- Market context
- Mintel predicts
- What consumers want and why
- Opportunities
- The competitive landscape
- Graph 1: top five companies for retail value share of soap, bath and shower products, 2019
-
the impact of COVID-19
- Graph 2: compared to your usual spend, do you intend to spend more, less or about the same on the following categories, 3 March-22 July 2020
- Graph 3: reasons for making those changes to personal hygiene routine, May 2020
- Graph 4: changes to personal hygiene routines since the COVID-19 outbreak, May 2020
- Graph 5: consumers who intend to bring soap or hand sanitiser on the go after the outbreak is over, by gender and age, May 2020
-
market drivers
- Graph 6: real GDP growth, 2008-20 (est)
- Graph 7: consumer concern about climate change, by generation, October 2019
-
What consumers want and why
- Use of soap, bath and shower products
- Graph 8: use of soap, bath and shower products in the last six months, May 2020
- Graph 9: change in use of soap, bath and shower products in the last six months, January 2017-May 2020
- Purchase drivers for soap, bath and shower products
- Graph 10: purchase drivers for soap, bath and shower products, May 2020
- Behaviours towards soap, bath and shower products
- Graph 11: select behaviours towards soap, bath and shower products, May 2020
- Graph 12: consumers who have reduced the number of products used in the last six months or are interested in doing so, by select demographics, May 2020
- Graph 13: packaging-related behaviours towards soap, bath and shower products, May 2020
- Graph 14: changes made to product use by ingredient, by gender and age, May 2020
- Attitudes towards soap, bath and shower products
- Graph 15: attitudes towards soap, bath and shower products, May 2020
- Graph 16: agreement that bathing/showering helps emotional/physical wellbeing, by select gender and age, May 2020
- Graph 17: brand-related attitudes towards soap, bath and shower products, by gender and age, May 2020
- Graph 18: agreement with select attitudes towards ingredients and formulas, by gender and age, May 2020
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Launch activity and innovation
- Graph 19: soap, bath and shower NPD, by segment, 2015 and 2019
- Sanitisers and hand soaps
- Plant-based and sustainable
- Graph 20: leading claims for NPD in soap, bath and shower products, 2015 and 2019
- Sensorial benefits
- Graph 21: soap, bath and shower NPD by leading fragrance component groups, 2015 and 2019
- Advertising and marketing activity
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Market share
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market segmentation, size and forecast
- Forecasting during the COVID-19 crisis
- Market size and forecast – retail value sales
- Market segmentation
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Appendix
- A note on COVID-19
- Appendix – products covered
- Appendix – abbreviations
- Appendix – consumer research methodology
- Appendix – market size and forecast
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