The German Make-up Market: What Consumers Use and Why?

 Published On: Oct, 2013 |    No of Pages: 67 |  Published By: Canadean | Format: PDF
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Product Synopsis

This report provides the results for the Make-up market in Germany from Canadean’s unique, highly detailed study of consumers’ Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets. Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption, the value of the market these trends influence, and brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer groups, providing hard and fast data on consumers and markets at the product category level.

Introduction and Landscape

Why was the report written?
Marketers in the Make-up market face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends. This data report solves these problems by providing survey-based data on consumer trends and consumer groups, and market data that shows the exact size of consumer groups, how much of the Make-up market they account for, and which consumer trends drive their behavior.

What is the current market landscape and what is changing?
As consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected. Since the global financial crisis of 2008–2009 the retail market has been characterized by an increase in the amount of discounted and own-brand products. Eye, Face, Lip, and Nail Make-up are not considered essential items and therefore consumption patterns have been comparatively affected. As economic and market recovery continues over 2012, consumption patterns will record a positive trend in both the Medium and Heavy frequency bands and the amount of Non-users should decrease.

What are the key drivers behind recent market changes?
Consumers’ uptake of products and the influence of consumer trends are fundamental causes of change in markets – making knowing what these trends are and the extent of their influence crucial. The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of consumption across 26 consumer groups. This data provides a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?
The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market, allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Key Features and Benefits

Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Eye Make-up, Face Make-up, Lip Make-up, and Nail Make-up.
Detailed consumer segmentation covering over 26 consumer groups, 20 consumer trends, and consumption frequency for each product category.
Consumer penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.
Unique retailer choice data at the product category level, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues

Analysis of the Make-up market by age in Germany reveals that the market value of each age group increases as consumers get older. This can be ascribed to increasing disposable income among older age groups and an increasing likelihood to purchase anti-aging or skin healthcare products.
Analysis of the Fragrances market in Germany by wealth group indicates that the Better Off wealth group has the largest share of the market by value, accounting for one third of the market. The Moderate Income group constitutes the second largest share, indicating strong potential for premium and aspirational products.
Consumption analysis by gender reveals that male consumers use a very low percentage of Make-up products in Germany. However, interest in male grooming is increasing, which should lead to growth in the number of Make-up products aimed at men.

Key Highlights

Consumption frequency analysis reveals that Light frequency consumption of Nail Make-up is most common among users in every age group. Suppliers should therefore develop strategies to increase the consumption frequency of current users.
Consumption frequency analysis reveals that Heavy frequency consumption in the Lip Make-up market is highest for Mid-Lifers and Older Consumers. The larger number of Older Consumers and their high disposable income makes them a key market for Lip Make-up suppliers.
Private label penetration is a bit low in the German Make-up market despite a mature and concentrated retail environment, which tends to result in successful private label programs. As such, retailers are expected to increase their investment in these areas in order to grow their market share.

Table of Contents

1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Exchange Rates
1.2.6 Population Profiles (for interpretation of tables and charts)
2 Methodology
2.1 Introduction
2.2 Initial data are based on a large scale, international program of online consumer surveys
2.3 Demographic groups tracking provides time series data
3 Consumer Segmentation, Group Value and Trend Influence
3.1 Cohort Groups and Make-up Market Value
3.1.1 Age Groups
3.1.2 Gender Groups
3.1.3 Location Groups
3.1.4 Education Achieved Groups
3.1.5 Wealth Groups
3.1.6 Busy Lives Groups
3.2 Cohort Groups and Market Value by Category
3.2.1 Eye Make-up
3.2.2 Face Make-up
3.2.3 Lip Make-up
3.2.4 Nail Make-up
3.3 Behavioral Trends and Market Value
3.3.1 Eye Make-up
3.3.2 Face Make-up
3.3.3 Lip Make-up
3.3.4 Nail Make-up
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Eye Make-up
4.1.2 Face Make-up
4.1.3 Lip Make-up
4.1.4 Nail Make-up
4.2 Consumer Profiles by Product Category
4.2.1 Eye Make-up
4.2.2 Face Make-up
4.2.3 Lip Make-up
4.2.4 Nail Make-up
5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Make-up Brand Choice and Private Label Consumer Penetration
5.2.1 Eye Make-up
5.2.2 Face Make-up
5.2.3 Lip Make-up
5.2.4 Nail Make-up
6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Make-up
6.1.2 Eye Make-up
6.1.3 Face Make-up
6.1.4 Lip Make-up
6.1.5 Nail Make-up
7 Consumption Impact: Market Valuation
7.1 Make-up Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Make-up Value Analysis by Category
7.2.1 Market Value by Category
7.2.2 Expenditure per Capita by Category
7.2.3 Expenditure per Household by Category
7.3 Make-up Volume Impact of Consumer Behavior Trends
7.3.1 Market Volume by Category
7.3.2 Consumption per Capita by Category
7.3.3 Consumption Per Household by Category
8 Retailer Choice and Category Share
8.1 Retailer Volume Share by Category
8.1.1 Retail Share by Volume - Eye Make-up
8.1.2 Retail Share by Volume - Face Make-up
8.1.3 Retail Share by Volume - Lip Make-up
8.1.4 Retail Share by Volume - Nail Make-up
8.2 Profiles of End-Consumers of Make-up, by Retailer Used
8.2.1 Anton Schlecker
8.2.2 Dirk Rossmann Gmbh
8.2.3 dm-Drogeriemarkt Gmbh + Co.KG
8.2.4 Globus
8.2.5 Other
9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Tables

Table 1: Volume Units for the Make-up Market
Table 2: Foreign Exchange Rate - EUR vs. USD
Table 3: Germany Survey Respondent profile (weighted), 2012
Table 4: Germany Make-up Value Share (%), by Age Groups, 2012
Table 5: Germany Make-up Value Share (%), by Gender, 2012
Table 6: Germany Make-up Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: Germany Make-up Value Share (%) by Education Level Achieved Groups, 2012
Table 8: Germany Make-up Value Share (%) by Wealth Groups, 2012
Table 9: Germany Make-up Value Share (%) by Busy Lives Groups, 2012
Table 10: Germany Eye Make-up Consumer Group Share (% market value), 2012
Table 11: Germany Face Make-up Consumer Group Share (% market value), 2012
Table 12: Germany Lip Make-up Consumer Group Share (% market value), 2012
Table 13: Germany Nail Make-up Consumer Group Share (% market value), 2012
Table 14: Germany Total Eye Make-up Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 15: Germany Total Face Make-up Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: Germany Total Lip Make-up Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 17: Germany Total Nail Make-up Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 18: Germany Eye Make-up Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 19: Germany Eye Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 20: Germany Face Make-up Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 21: Germany Face Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 22: Germany Lip Make-up Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 23: Germany Lip Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 24: Germany Nail Make-up Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 25: Germany Nail Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 26: Germany Eye Make-up Consumer Profiles (% consumers by sub-group), 2012
Table 27: Germany Face Make-up Consumer Profiles (% consumers by sub-group), 2012
Table 28: Germany Lip Make-up Consumer Profiles (% consumers by sub-group), 2012
Table 29: Germany Nail Make-up Consumer Profiles (% consumers by sub-group), 2012
Table 30: Germany Make-up Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 31: Germany Eye Make-up Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 32: Germany Face Make-up Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 33: Germany Lip Make-up Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 34: Germany Nail Make-up Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 35: Germany Make-up: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 36: Germany Eye Make-up: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 37: Germany Face Make-up: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 38: Germany Lip Make-up: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 39: Germany Nail Make-up: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 40: Germany Make-up Market Value (Euro million), by Category, 2012
Table 41: Germany Make-up Market Value (US$ million), by Category, 2012
Table 42: Germany Make-up Market Volume (Kg m or Ltrs m), by Category, 2012
Table 43: Germany Make-up Market Value (US$ million), by Category, 2012
Table 44: Germany Make-up Expenditure Per Capita (Euro), by Category, 2012
Table 45: Germany Make-up Expenditure Per Capita (US$), by Category, 2012
Table 46: Germany Make-up Expenditure Per Household (Euro), by Category
Table 47: Germany Make-up Expenditure Per Household (US$), by Category
Table 48: Germany Make-up Market Volume by (Kg m or Ltrs m) Category, 2012
Table 49: Germany Make-up Consumption Per Capita by Category, 2012
Table 50: Germany Make-up Consumption Per Household by Category, 2012
Table 51: Germany Eye Make-up Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 52: Germany Face Make-up Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 53: Germany Lip Make-up Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 54: Germany Nail Make-up Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 55: Germany: Profile of Make-up Consumers Whose Goods Mainly Come From Anton Schlecker (% by Subgroup, as tracked by the Survey), 2012
Table 56: Germany: Profile of Make-up Consumers Whose Goods Mainly Come From Dirk Rossmann Gmbh (% by Subgroup, as tracked by the Survey), 2012
Table 57: Germany: Profile of Make-up Consumers Whose Goods Mainly Come From dm-Drogeriemarkt Gmbh + Co.KG (% by Subgroup, as tracked by the Survey), 2012
Table 58: Germany: Profile of Make-up Consumers Whose Goods Mainly Come From Globus (% by Subgroup, as tracked by the Survey), 2012
Table 59: Germany: Profile of Make-up Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2012

List of Figures

Figure 1: Consumer Trends Report Methodology
Figure 2: Germany Make-up Value Share (%), by Age Groups, 2012
Figure 3: Germany Make-up Value Share (%), by Gender, 2012
Figure 4: Germany Make-up Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: Germany Make-up Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: Germany Make-up Value Share (%) by Wealth Groups, 2012
Figure 7: Germany Make-up Value Share (%) by Busy Lives Groups, 2012
Figure 8: Germany Eye Make-up Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: Germany Eye Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: Germany Face Make-up Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: Germany Face Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: Germany Lip Make-up Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: Germany Lip Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: Germany Nail Make-up Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 15: Germany Nail Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 16: Germany Make-up Market Value (US$ million), by Category, 2012
Figure 17: Germany Make-up Expenditure Per Capita (US$), by Category, 2012
Figure 18: Germany Make-up Expenditure Per Household (US$), by Category
Figure 19: Germany Eye Make-up Survey-tracked Retailer Shares by Volume (Kg m), 2012
Figure 20: Germany Face Make-up Survey-tracked Retailer Shares by Volume (Kg m), 2012
Figure 21: Germany Lip Make-up Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 22: Germany Nail Make-up Survey-tracked Retailer Shares by Volume (Ltrs m), 2012

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