Germany – A work in progress

The past 12 months have been positive for German C&T with fragrance, hair care and men's lines enjoying strong growth. While colour cosmetics, body care and skin care saw losses, NPD in all sectors was strong. In January, drugstore Schlecker and its subsidiary Ihr Plaz filed for bankruptcy, providing opportunities for supermarkets, discounters and other drugstore chains

Artdeco Cosmetics

The past 12 months have heralded new life for the German C&T market. Katie Middleweek reports on a market trying to find its feet

The German cosmetics market has seen ups and downs in the past 12 months. However generally the consensus is positive. There has been a notable increase in NPD with some key launches and retailers have also done their bit to keep the category interesting. But according to figures from SymphonyIRI Germany, the main six C&T categories (women’s fragrance, hair care, facial skin care, colour cosmetics, body care and male grooming) have seen both gains and losses. While the gains should certainly be celebrated, the losses should not be ignored.


Table 1: Germany, women’s fragrance market, 2011, value, €m
Value%+/-
Total1.15(bn)5.7
Fragrances876.56.0
Fragranced body care114.5-0.5
Fragrance coffrets165.59.1
Source: SymphonyIRI Germany

Celebrity scents such as Cosmic Radiance from Britney Spears remained popular, while Michalsky launched Urban Nomads, twin fragrances for men and women

According to the latest figures from the industry body IKW (Industrieverband Körperflege und Waschmittel), which tracks the mass market, in the past year the German C&T sector actually recorded a small increase of 0.8%, equivalent to growth of €103m in 2011, clearly a sign sales figures are moving in the right direction. This would suggest that consumer confidence has improved and that people are spending again although this is still very much a work in progress.

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