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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
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
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
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.