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.
Scope
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.
Reasons To Buy
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.
Key Highlights
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.
Table of Contents
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 and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)
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)
1.3 Methodology
1.3.1 Introduction
1.3.2 Large scale, international, program of online consumer surveys
Table 37: Germany Fragrances Expenditure Per Capita (Euro), by Category, 2011
Table 38: Germany Fragrances Expenditure Per Capita (US$), by Category, 2011
Table 39: Germany Fragrances Expenditure Per Household (Euro), by Category
Table 40: Germany Fragrances Expenditure Per Household (US$), by Category
Table 41: Germany Fragrances Market Volume Share (Ltrs m), by Category, 2011
Table 42: Germany Fragrances Consumption Per Capita (Ltrs m / Population m), by Category, 2011
Table 43: Germany Fragrances Consumption Per Household (Ltrs m / Households m), by Category, 2011
Table 44: Germany Fragrances Survey Tracked Retailer Share by Volume (% of Ltrs m), 2011
Table 45: Germany Female Fragrances Survey Tracked Retailer Share by Volume (Ltrs m), 2011
Table 46: Germany Male Fragrances Survey Tracked Retailer Share by Volume (Ltrs m), 2011
Table 47: Germany Unisex Fragrances Survey Tracked Retailer Share by Volume (Ltrs m), 2011
Table 48: Germany: Switchers to Aldi for their Fragrances Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 49: Germany: Switchers From Aldi for their Fragrances Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 50: Germany: Switchers to Anton Schlecker for their Fragrances Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 51: Germany: Switchers From Anton Schlecker for their Fragrances Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 52: Germany: Switchers to Bartels-Langness for their Fragrances Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 53: Germany: Switchers From Bartels-Langness for their Fragrances Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 54: Germany: Switchers to Dirk Rossmann Gmbh for their Fragrances Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 55: Germany: Switchers From Dirk Rossmann Gmbh for their Fragrances Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 56: Germany: Switchers to dm-Drogeriemarkt Gmbh + Co.KG for their Fragrances Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 57: Germany: Switchers From dm-Drogeriemarkt Gmbh + Co.KG for their Fragrances Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 58: Germany: Switchers to Edeka for their Fragrances Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 59: Germany: Switchers From Edeka for their Fragrances Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 60: Germany: Switchers to Globus for their Fragrances Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 61: Germany: Switchers From Globus for their Fragrances Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 62: Germany: Switchers to Metro Group for their Fragrances Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 63: Germany: Switchers From Metro Group for their Fragrances Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 64: Germany: Switchers to Norma for their Fragrances Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 65: Germany: Switchers From Norma for their Fragrances Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 66: Germany: Switchers to Tengelmann for their Fragrances Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 67: Germany: Switchers to Other for their Fragrances Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 68: Germany: Switchers From Other for their Fragrances Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 69: Germany: Profile of Fragrances Consumers Whose Goods Mainly Come From Aldi (% by Subgroup, as tracked by the Survey), 2011
Table 70: Germany: Profile of Fragrances Consumers Whose Goods Mainly Come From Anton Schlecker (% by Subgroup, as tracked by the Survey), 2011
Table 71: Germany: Profile of Fragrances Consumers Whose Goods Mainly Come From Bartels-Langness (% by Subgroup, as tracked by the Survey), 2011
Table 72: Germany: Profile of Fragrances Consumers Whose Goods Mainly Come From Coop (DE) (% by Subgroup, as tracked by the Survey), 2011
Table 73: Germany: Profile of Fragrances Consumers Whose Goods Mainly Come From Dirk Rossmann Gmbh (% by Subgroup, as tracked by the Survey), 2011
Table 74: Germany: Profile of Fragrances Consumers Whose Goods Mainly Come From dm-Drogeriemarkt Gmbh + Co.KG (% by Subgroup, as tracked by the Survey), 2011
Table 75: Germany: Profile of Fragrances Consumers Whose Goods Mainly Come From Edeka (% by Subgroup, as tracked by the Survey), 2011
Table 76: Germany: Profile of Fragrances Consumers Whose Goods Mainly Come From Globus (% by Subgroup, as tracked by the Survey), 2011
Table 77: Germany: Profile of Fragrances Consumers Whose Goods Mainly Come From Lekkerland Gmbh & Co. KG (% by Subgroup, as tracked by the Survey), 2011
Table 78: Germany: Profile of Fragrances Consumers Whose Goods Mainly Come From Metro Group (% by Subgroup, as tracked by the Survey), 2011
Table 79: Germany: Profile of Fragrances Consumers Whose Goods Mainly Come From Norma (% by Subgroup, as tracked by the Survey), 2011
Table 80: Germany: Profile of Fragrances Consumers Whose Goods Mainly Come From Rewe Group (% by Subgroup, as tracked by the Survey), 2011
Table 81: Germany: Profile of Fragrances Consumers Whose Goods Mainly Come From Schwarz Group (% by Subgroup, as tracked by the Survey), 2011
Table 82: Germany: Profile of Fragrances Consumers Whose Goods Mainly Come From Tengelmann (% by Subgroup, as tracked by the Survey), 2011
Table 83: Germany: Profile of Fragrances Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2011
List of Figures
Figure 1: Consumer Panel Report Methodology
Figure 2: Germany Fragrances Value Share (%), by Age Groups, 2011
Figure 3: Germany Fragrances Value Share (%), by Gender, 2011
Figure 4: Germany Fragrances Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: Germany Fragrances Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: Germany Fragrances Value Share (%) by Wealth Groups, 2011
Figure 7: Germany Fragrances Value Share (%) by Busy Lives Groups, 2011
Figure 8: Germany Female Fragrances Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: Germany Female Fragrances Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: Germany Male Fragrances Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: Germany Male Fragrances Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: Germany Unisex Fragrances Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: Germany Unisex Fragrances Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: Germany Fragrances Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Figure 16: Germany Fragrances Expenditure Per Capita (US$), by Category, 2011
Figure 17: Germany Fragrances Expenditure Per Household (US$), by Category
Figure 18: Germany Fragrances Survey Tracked Retailer Share by Volume (% of Ltrs m), 2011
Figure 19: Germany Female Fragrances Survey Tracked Retailer Share by Volume (Ltrs m), 2011
Figure 20: Germany Male Fragrances Survey Tracked Retailer Share by Volume (Ltrs m), 2011
Figure 21: Germany Unisex Fragrances Survey Tracked Retailer Share by Volume (Ltrs m), 2011
Figure 22: Germany: People Who Have Switched Retailer for their Fragrances Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Consumer Trends in the Fragrances Market in Germany published by Canadean in March 16, 2012. This report consists of Pages: 80 and the price starts from US $ 7495.
