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Luxury Goods in Germany

Luxury Goods in Germany

Luxury goods rebounded strongly in Germany in 2021, seeing double-digit current value growth, following a strong decline in 2020 due to the impact of COVID-19. Despite overall value sales still not returning to the pre-pandemic level, the stronger than initially expected recovery of demand in the industry was promising, as the economy gradually reopened in 2021. Even though 2021 still witnessed strong lockdown measures, especially in the first few months, soon after reopening brands were already...

Euromonitor International's Luxury Goods in Germany report offers a comprehensive guide to the size and shape of the Luxury Goods market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market and their effects on Luxury Goods retailing along with the development of consumers’ shopping patterns. Forecasts to 2026 illustrate how the market is set to change

Product coverage:
Experiential Luxury, Fine Wines/Champagne and Spirits, Personal Luxury, Premium and Luxury Cars.

Data coverage:
market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Luxury Goods market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Luxury Goods in Germany

List Of Contents And Tables

LUXURY GOODS IN GERMANY
EXECUTIVE SUMMARY
Strong recovery despite prolonged disruption caused by the pandemic
The pandemic necessitates the e-commerce route
Personal luxury brands keep losing ground to premium and luxury cars
Lockdowns in 2021 further improve the performance of e-commerce
Luxury goods expected to grow solidly across categories
MARKET DATA
Table 1 Sales of Luxury Goods by Category: Value 2016-2021
Table 2 Sales of Luxury Goods by Category: % Value Growth 2016-2021
Table 3 Inbound Receipts for Luxury Goods by Country of Origin: Value 2016-2021
Table 4 NBO Company Shares of Luxury Goods: % Value 2016-2020
Table 5 LBN Brand Shares of Luxury Goods: % Value 2017-2020
Table 6 Distribution of Luxury Goods by Format and Category: % Value 2021
Table 7 Forecast Sales of Luxury Goods by Category: Value 2021-2026
Table 8 Forecast Sales of Luxury Goods by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
EXPERIENTIAL LUXURY IN GERMANY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Experiential luxury claws back some sales after a dismal 2020
Travco with its Steigenberger hotel chain maintains its lead
Double-blow for the lone flag-bearer of luxury foodservice, Armani
PROSPECTS AND OPPORTUNITIES
Recovery to pre-pandemic level expected to take time
Spend per person likely to increase, at least in the short to mid-term
Dynamic future for Steigenberger hotels
CATEGORY DATA
Table 9 Sales of Experiential Luxury by Category: Value 2016-2021
Table 10 Sales of Experiential Luxury by Category: % Value Growth 2016-2021
Table 11 NBO Company Shares of Experiential Luxury: % Value 2016-2020
Table 12 LBN Brand Shares of Experiential Luxury: % Value 2017-2020
Table 13 Forecast Sales of Experiential Luxury by Category: Value 2021-2026
Table 14 Forecast Sales of Experiential Luxury by Category: % Value Growth 2021-2026
LUXURY HOTELS IN GERMANY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Vaccination programme increases perceived safety amongst consumers
Tourists slowly return as travel restrictions ease
Luxury hotels update their approach to the new reality
PROSPECTS AND OPPORTUNITIES
Category set to recover and grow strongly in the forecast period
Digitalisation and post-pandemic rethinking to change business travel dynamics
Competition expected to increase as the category expands
CATEGORY DATA
Table 15 Sales in Luxury Hotels: Value 2016-2021
Table 16 Sales in Luxury Hotels: % Value Growth 2016-2021
Table 17 NBO Company Shares in Luxury Hotels: % Value 2016-2020
Table 18 LBN Brand Shares in Luxury Hotels: % Value 2017-2020
Table 19 Forecast Sales in Luxury Hotels: Value 2021-2026
Table 20 Forecast Sales in Luxury Hotels: % Value Growth 2021-2026
FINE WINES/CHAMPAGNE AND SPIRITS IN GERMANY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Lower demand for fine wines/champagne and spirits as restaurants and bars reopen
Other luxury spirits performs solidly despite decline
E-commerce sees a growing share of distribution
PROSPECTS AND OPPORTUNITIES
Other fine wine expected to grow above the category average
Lower volumes and higher prices – a successful combination
The growing trend of craft spirits in Germany
CATEGORY DATA
Table 21 Sales of Fine Wines/Champagne and Spirits by Category: Value 2016-2021
Table 22 Sales of Fine Wines/Champagne and Spirits by Category: % Value Growth 2016-2021
Table 23 NBO Company Shares of Fine Wines/Champagne and Spirits: % Value 2016-2020
Table 24 LBN Brand Shares of Fine Wines/Champagne and Spirits: % Value 2017-2020
Table 25 Distribution of Fine Wines/Champagne and Spirits by Format: % Value 2016-2021
Table 26 Forecast Sales of Fine Wines/Champagne and Spirits by Category: Value 2021-2026
Table 27 Forecast Sales of Fine Wines/Champagne and Spirits by Category: % Value Growth 2021-2026
PREMIUM AND LUXURY CARS IN GERMANY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Sales rebound strongly in 2021
Top players consolidate their lead, while high-end niche brands fare well
Limelight on electric
PROSPECTS AND OPPORTUNITIES
Positive although slowing trajectory in the forecast period
The future is expected to be electric
More ways to afford luxury cars
CATEGORY DATA
Table 28 Sales of Premium and Luxury Cars: Value 2016-2021
Table 29 Sales of Premium and Luxury Cars: % Value Growth 2016-2021
Table 30 NBO Company Shares of Premium and Luxury Cars: % Value 2016-2020
Table 31 LBN Brand Shares of Premium and Luxury Cars: % Value 2017-2020
Table 32 Forecast Sales of Premium and Luxury Cars: Value 2021-2026
Table 33 Forecast Sales of Premium and Luxury Cars: % Value Growth 2021-2026
PERSONAL LUXURY IN GERMANY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Luxury leather goods leads in terms of value growth in 2021
Local residents dictate the performance of personal luxury
E-commerce expands rapidly in personal luxury
PROSPECTS AND OPPORTUNITIES
Designer apparel and footwear shows strong growth potential
International expenditure set to surpass 2019 level in the forecast period
Store-based retailers to gradually lose part of its relevance in the industry
CATEGORY DATA
Table 34 Sales of Personal Luxury by Category: Value 2016-2021
Table 35 Sales of Personal Luxury by Category: % Value Growth 2016-2021
Table 36 NBO Company Shares of Personal Luxury: % Value 2016-2020
Table 37 LBN Brand Shares of Personal Luxury: % Value 2017-2020
Table 38 Distribution of Personal Luxury by Format: % Value 2016-2021
Table 39 Forecast Sales of Personal Luxury by Category: Value 2021-2026
Table 40 Forecast Sales of Personal Luxury by Category: % Value Growth 2021-2026
DESIGNER APPAREL AND FOOTWEAR (READY-TO-WEAR) IN GERMANY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Brands highly dependent on store-based retailing focus on local shoppers
Higher concentration amongst the top players
E-commerce accelerates its pace of growth
PROSPECTS AND OPPORTUNITIES
Designer clothing accessories and hosiery expected to see the strongest growth
Unit price rises expected to drive value growth in the forecast years
Digitalisation and virtual interaction between brands and consumers
CATEGORY DATA
Table 41 Sales of Designer Apparel and Footwear (Ready-to-Wear) by Category: Value 2016-2021
Table 42 Sales of Designer Apparel and Footwear (Ready-to-Wear) by Category: % Value Growth 2016-2021
Table 43 NBO Company Shares of Designer Apparel and Footwear (Ready-to-Wear): % Value 2016-2020
Table 44 LBN Brand Shares of Designer Apparel and Footwear (Ready-to-Wear): % Value 2017-2020
Table 45 Distribution of Designer Apparel and Footwear (Ready-to-Wear) by Format: % Value 2016-2021
Table 46 Forecast Sales of Designer Apparel and Footwear (Ready-to-Wear) by Category: Value 2021-2026
Table 47 Forecast Sales of Designer Apparel and Footwear (Ready-to-Wear) by Category: % Value Growth 2021-2026
LUXURY EYEWEAR IN GERMANY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Positive performance thanks to work and study from home
Highly competitive landscape for luxury eyewear, with Safilo holding the biggest value share
Unit price development influenced by e-commerce
PROSPECTS AND OPPORTUNITIES
Recovery will be supported by men
Mix of trends to influence demand for luxury eyewear
In-store experiences for spectacles
CATEGORY DATA
Table 48 Sales of Luxury Eyewear by Category: Value 2016-2021
Table 49 Sales of Luxury Eyewear by Category: % Value Growth 2016-2021
Table 50 NBO Company Shares of Luxury Eyewear: % Value 2016-2020
Table 51 LBN Brand Shares of Luxury Eyewear: % Value 2017-2020
Table 52 Distribution of Luxury Eyewear by Format: % Value 2016-2021
Table 53 Forecast Sales of Luxury Eyewear by Category: Value 2021-2026
Table 54 Forecast Sales of Luxury Eyewear by Category: % Value Growth 2021-2026
LUXURY JEWELLERY IN GERMANY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Luxury costume jewellery sees the best performance in 2021
Increasing size of high-income group supports sales of luxury jewellery
E-commerce increases in relevance, but remains far behind the rest of the industry
PROSPECTS AND OPPORTUNITIES
Store-based retailing is changing permanently
Expenditure per capita to grow strongly after pandemic rebound
Sustainability as a growth driver in an increasingly aware market
CATEGORY DATA
Table 55 Sales of Luxury Jewellery by Category: Value 2016-2021
Table 56 Sales of Luxury Jewellery by Category: % Value Growth 2016-2021
Table 57 NBO Company Shares of Luxury Jewellery: % Value 2016-2020
Table 58 LBN Brand Shares of Luxury Jewellery: % Value 2017-2020
Table 59 Distribution of Luxury Jewellery by Format: % Value 2016-2021
Table 60 Forecast Sales of Luxury Jewellery by Category: Value 2021-2026
Table 61 Forecast Sales of Luxury Jewellery by Category: % Value Growth 2021-2026
LUXURY LEATHER GOODS IN GERMANY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Luxury travel goods rebounds strongly as air travel sees restrictions lifted
E-commerce registers a substantially higher growth rate in 2021
Brands increase prices to compensate for lower volume demand
PROSPECTS AND OPPORTUNITIES
Higher purchasing power to drive growth in sales to residents
Department stores set to continue to lose strength in luxury leather goods
Niche players to benefit from e-commerce expansion
CATEGORY DATA
Table 62 Sales of Luxury Leather Goods: Value 2016-2021
Table 63 Sales of Luxury Leather Goods: % Value Growth 2016-2021
Table 64 NBO Company Shares of Luxury Leather Goods: % Value 2016-2020
Table 65 LBN Brand Shares of Luxury Leather Goods: % Value 2017-2020
Table 66 Distribution of Luxury Leather Goods by Format: % Value 2016-2021
Table 67 Forecast Sales of Luxury Leather Goods: Value 2021-2026
Table 68 Forecast Sales of Luxury Leather Goods: % Value Growth 2021-2026
LUXURY PORTABLE CONSUMER ELECTRONICS IN GERMANY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Luxury wearables almost compensates for losses in luxury mobile phones
E-commerce rises in luxury portable electronics 
Frederique Constant remains strong in Germany
PROSPECTS AND OPPORTUNITIES
Further growth for smart wearables
Higher-end non-luxury mobile phones substitute luxury versions
E-commerce less impactful in luxury portable consumer electronics
CATEGORY DATA
Table 69 Sales of Luxury Portable Consumer Electronics by Category: Value 2016-2021
Table 70 Sales of Luxury Portable Consumer Electronics by Category: % Value Growth 2016-2021
Table 71 NBO Company Shares of Luxury Portable Consumer Electronics: % Value 2016-2020
Table 72 LBN Brand Shares of Luxury Portable Consumer Electronics: % Value 2017-2020
Table 73 Distribution of Luxury Portable Consumer Electronics by Format: % Value 2016-2021
Table 74 Forecast Sales of Luxury Portable Consumer Electronics by Category: Value 2021-2026
Table 75 Forecast Sales of Luxury Portable Consumer Electronics by Category: % Value Growth 2021-2026
LUXURY TIMEPIECES IN GERMANY
KEY DATA FINDINGS
2021 DEVELOPMENTS
In 2021 luxury timepieces sees a rebound from strong losses in 2020
Store-based restrictions affect the category despite consumers’ eagerness to spend
Major players in the category lose share
PROSPECTS AND OPPORTUNITIES
E-commerce set to grow further despite the lifting of restrictions
Slow return of tourists will drag out recovery
Fight between luxury timepieces and luxury smartwatches set to intensify
CATEGORY DATA
Table 76 Sales of Luxury Timepieces by Category: Value 2016-2021
Table 77 Sales of Luxury Timepieces by Category: % Value Growth 2016-2021
Table 78 NBO Company Shares of Luxury Timepieces: % Value 2016-2020
Table 79 LBN Brand Shares of Luxury Timepieces: % Value 2017-2020
Table 80 Distribution of Luxury Timepieces by Format: % Value 2016-2021
Table 81 Forecast Sales of Luxury Timepieces by Category: Value 2021-2026
Table 82 Forecast Sales of Luxury Timepieces by Category: % Value Growth 2021-2026
LUXURY WRITING INSTRUMENTS AND STATIONERY IN GERMANY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Luxury writing instruments and stationery shows signs of recovery
Store-based restrictions reveal fragilities
Brands with an online presence perform the best in a still atypical year
PROSPECTS AND OPPORTUNITIES
E-commerce to bring increased opportunities for niche players
Local higher-income individuals expected to drive growth in the category
Hybrid working environment to compromise recovery in the future
CATEGORY DATA
Table 83 Sales of Luxury Writing Instruments and Stationery: Value 2016-2021
Table 84 Sales of Luxury Writing Instruments and Stationery: % Value Growth 2016-2021
Table 85 NBO Company Shares of Luxury Writing Instruments and Stationery: % Value 2016-2020
Table 86 LBN Brand Shares of Luxury Writing Instruments and Stationery: % Value 2017-2020
Table 87 Distribution of Luxury Writing Instruments and Stationery by Format: % Value 2016-2021
Table 88 Forecast Sales of Luxury Writing Instruments and Stationery: Value 2021-2026
Table 89 Forecast Sales of Luxury Writing Instruments and Stationery: % Value Growth 2021-2026
SUPER PREMIUM BEAUTY AND PERSONAL CARE IN GERMANY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Super premium beauty and personal care rebounds, but not as dynamically as other personal luxury categories
Super premium fragrances fails to rebound
L'Oréal continues to catch up with the leader Coty
PROSPECTS AND OPPORTUNITIES
Super premium colour cosmetics set to drive growth...
... while super premium fragrances will need more time
Multichannel approach will continue to gain interest
CATEGORY DATA
Table 90 Sales of Super Premium Beauty and Personal Care by Category: Value 2016-2021
Table 91 Sales of Super Premium Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 92 NBO Company Shares of Super Premium Beauty and Personal Care: % Value 2016-2020
Table 93 LBN Brand Shares of Super Premium Beauty and Personal Care: % Value 2017-2020
Table 94 Distribution of Super Premium Beauty and Personal Care by Format: % Value 2016-2021
Table 95 Forecast Sales of Super Premium Beauty and Personal Care by Category: Value 2021-2026
Table 96 Forecast Sales of Super Premium Beauty and Personal Care by Category: % Value Growth 2021-2026

Report Title: Luxury Goods in Germany


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