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Consumer Trends in the Fragrances Market in Germany

  • Published:
  • 80 Pages
  • Canadean

Summary

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.

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

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
    • 1.3.3 Nationally Representative results (age, gender)
    • 1.3.4 Parents answered on their children's behalf
    • 1.3.5 Legal Drinking Age exclusions for alcoholic drinks categories
    • 1.3.6 Integrated with industry calling and secondary research

2 Consumer Segmentation, Group Value and Trend Influence

  • 2.1 Cohort Groups and Fragrances Market Value
    • 2.1.1 Age Groups
    • 2.1.2 Gender Groups
    • 2.1.3 Location Groups
    • 2.1.4 Education Achieved Groups
    • 2.1.5 Wealth Groups
    • 2.1.6 Busy Lives Groups
  • 2.2 Cohort Groups and Market Value by Category
    • 2.2.1 Female Fragrances
    • 2.2.2 Male Fragrances
    • 2.2.3 Unisex Fragrances
  • 2.3 Behavioral Trends and Market Value
    • 2.3.1 Female Fragrances
    • 2.3.2 Male Fragrances
    • 2.3.3 Unisex Fragrances

3 Consumption Analysis

  • 3.1 Consumption Frequencies by Age and Gender
    • 3.1.1 Female Fragrances
    • 3.1.2 Male Fragrances
    • 3.1.3 Unisex Fragrances
  • 3.2 Consumer Profiles by Product Category
    • 3.2.1 Female Fragrances
    • 3.2.2 Male Fragrances
    • 3.2.3 Unisex Fragrances

4 Brand vs. Private Label Choices

  • 4.1 Brand vs. Private Label Volume Share
    • 4.1.1 By Category
  • 4.2 Fragrances Brand Choice and Private Label Shares
    • 4.2.1 Female Fragrances
    • 4.2.2 Male Fragrances
    • 4.2.3 Unisex Fragrances

5 The Share of Consumers Influenced by Trends

  • 5.1 Trend Drivers of Consumers' Product Choices
    • 5.1.1 Overall Fragrances
    • 5.1.2 Female Fragrances
    • 5.1.3 Male Fragrances
    • 5.1.4 Unisex Fragrances

6 Consumption Impact: Market Valuation

  • 6.1 Fragrances Value Impact of Consumer Consumption Behavior
    • 6.1.1 Market Value by Category
    • 6.1.2 Market Volume by Category
  • 6.2 Fragrances Value Analysis by Category
    • 6.2.1 Share by Category
    • 6.2.2 Expenditure per Capita by Category
    • 6.2.3 Expenditure per Household by Category
  • 6.3 Fragrances Volume Impact of Consumer Behavior Trends
    • 6.3.1 Share by Category
    • 6.3.2 Consumption per Capita by Category
    • 6.3.3 Consumption per Household by Category

7 Retailer Choice, Switching and Category Share

  • 7.1 Retailer Volume Share
    • 7.1.1 Retailer Volume Share in Fragrances
  • 7.2 Retailer Volume Share by Category
    • 7.2.1 Retail Share by Volume - Female Fragrances
    • 7.2.2 Retail Share by Volume - Male Fragrances
    • 7.2.3 Retail Share by Volume - Unisex Fragrances
  • 7.3 Levels of Retailer Switching in the Last Six Months
    • 7.3.1 Matrix of Switching Behavior in Last Six Months of 2011
    • 7.3.2 Aldi Switching Analysis
    • 7.3.3 Anton Schlecker Switching Analysis
    • 7.3.4 Bartels-Langness Switching Analysis
    • 7.3.5 Dirk Rossmann Gmbh Switching Analysis
    • 7.3.6 dm-Drogeriemarkt Gmbh + Co.KG Switching Analysis
    • 7.3.7 Edeka Switching Analysis
    • 7.3.8 Globus Switching Analysis
    • 7.3.9 Metro Group Switching Analysis
    • 7.3.10 Norma Switching Analysis
    • 7.3.11 Tengelmann Switching Analysis
    • 7.3.12 Other Switching Analysis
  • 7.4 Profiles of End-Consumers of Fragrances, by Retailer Used
    • 7.4.1 Aldi
    • 7.4.2 Anton Schlecker
    • 7.4.3 Bartels-Langness
    • 7.4.4 Coop (DE)
    • 7.4.5 Dirk Rossmann Gmbh
    • 7.4.6 dm-Drogeriemarkt Gmbh + Co.KG
    • 7.4.7 Edeka
    • 7.4.8 Globus
    • 7.4.9 Lekkerland Gmbh & Co. KG
    • 7.4.10 Metro Group
    • 7.4.11 Norma
    • 7.4.12 Rewe Group
    • 7.4.13 Schwarz Group
    • 7.4.14 Tengelmann
    • 7.4.15 Other

8 Appendix

  • 8.1 About Canadean
  • 8.2 Disclaimer

List of Tables

  • Table 1: Volume Units for the Fragrances Market
  • Table 2: Foreign Exchange Rate - Euro Vs. US$, 2011
  • Table 3: Germany Survey Respondent Profile (weighted), 2011
  • Table 4: Germany Fragrances Value Share (%), by Age Groups, 2011
  • Table 5: Germany Fragrances Value Share (%), by Gender, 2011
  • Table 6: Germany Fragrances Value Share (%), by Urban and Rural Dwellers, 2011
  • Table 7: Germany Fragrances Value Share (%) by Education Level Achieved Groups, 2011
  • Table 8: Germany Fragrances Value Share (%) by Wealth Groups, 2011
  • Table 9: Germany Fragrances Value Share (%) by Busy Lives Groups, 2011
  • Table 10: Germany Female Fragrances Consumer Group Share (% market value), 2011
  • Table 11: Germany Male Fragrances Consumer Group Share (% market value), 2011
  • Table 12: Germany Unisex Fragrances Consumer Group Share (% market value), 2011
  • Table 13: Germany Total Female Fragrances Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 14: Germany Total Male Fragrances Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 15: Germany Total Unisex Fragrances Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 16: Germany Female Fragrances Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 17: Germany Female Fragrances Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 18: Germany Male Fragrances Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 19: Germany Male Fragrances Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 20: Germany Unisex Fragrances Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 21: Germany Unisex Fragrances Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 22: Germany Female Fragrances Consumer Profiles (% consumers by sub-group), 2011
  • Table 23: Germany Male Fragrances Consumer Profiles (% consumers by sub-group), 2011
  • Table 24: Germany Unisex Fragrances Consumer Profiles (% consumers by sub-group), 2011
  • Table 25: Germany Fragrances Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
  • Table 26: Germany Female Fragrances Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 27: Germany Male Fragrances Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 28: Germany Unisex Fragrances Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 29: Germany, Overall Fragrances: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 30: Germany, Female Fragrances: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 31: Germany, Male Fragrances: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 32: Germany, Unisex Fragrances: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 33: Germany Fragrances Market Value (Euro million), by Category, 2011
  • Table 34: Germany Fragrances Market Value (US$ million), by Category, 2011
  • Table 35: Germany Fragrances Market Volume (Ltrs m), by Category, 2011
  • Table 36: Germany Fragrances Market Share (US$ million), by Category, 2011
  • 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 15: Germany Fragrances Market Share (US$ million), 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
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