Why was the report written?
Marketers in the Fragrances market in Germany face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends.
This report solves these problems by providing integrated survey-based data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the Fragrances 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 increased amount of discount and own-brand products. Female Fragrances, Male Fragrances and Unisex Fragrances 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 sales across 26 consumer groups - providing through the data 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.
Consumer survey data for the following specific categories: Female Fragrances, Male Fragrances and Unisex Fragrances
Detailed consumer segmentation based on survey data covering over 26 consumer groups, 20 consumer trends and consumption frequency for each product category.
Volume shares in 2011 for brands and private label sales tracked by the survey.
Unique retailer choice and switching data as tracked by the survey are provided at the product category level for 2011.
Unique proprietary data that sizes and segments consumers, tracks their behavior and shows the impact of this on their markets
Results also cover over 20 consumer trends, showing exactly to what extent these trends have a direct influence on a market. As this impact assessment is based not only on how many consumers act on these trends, but also how often they act on this it provides unique insight into the "size of the prize" when targeting these consumer trends in each category covered.
Low private label penetration
The Fragrances market in Germany is dominated by branded products, with negligible private label penetration. Fragrances are strongly linked to fashion and personal image, and are often aspirational brands, limiting the potential success of private labels in the market.
New gender behaviors and Indulgence are the leading trends in the Fragrances market
Consumer survey results indicate that New gender behaviors and Indulgence are the leading drivers influencing Fragrances consumption in Germany. Changing definitions of gender behavior and a decline in traditional male and female roles has resulted in volatility in the Fragrances market, as consumers seek new scents to match their new lifestyles.
Highly fragmented German Fragrances retail market
The German fragrances market is highly fragmented in terms of number of retailers operating in the country, as the top three retailers account for only one-fifth of Fragrances distributed by volume. This indicates medium to low bargaining power of retailers with product manufacturers and suppliers.