Even with the on-going economic uncertainties in Europe, the beauty and personal care market registered healthy value growth in Germany in 2011. Apart from baby and child-specific products, which remained rather flat, most other products within this industry increased their sales. Nail products was a booming category, influenced by a rise of women perceiving nails as part of their style and using fancy nail polishes or nail art.

1. Research Report on Beauty and Personal Care in Germany
Overview
Discover the latest market trends and uncover sources of future market growth for the Beauty and
Personal Care industry in Germany with research from Euromonitor's team of in-country analysts.
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personal-care-in-germany.html
Report Details:
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If you're in the Beauty and Personal Care industry in Germany, our research will save you time and
money while empowering you to make informed, profitable decisions.
When you purchase this report, you also get the data and the content from these category reports in
Germany for free:
Baby care
Bath and shower
Colour cosmetics
Deodorants
Depilatories
Fragrances
Hair care
Men's grooming

2. Oral care
Sets/kits
Skin care
Sun carel
The Beauty and Personal Care in Germany market research report includes:
Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:
What is the market size of Beauty and Personal Care in Germany?
What are the major brands in Germany?
How are sales of mass versus premium beauty products evolving?
What are the key shifts in retail channel distribution?
Why buy this report?
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Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions
This industry report originates from Passport, our Beauty and Personal Care market research
database.
Sample Analysis
EXECUTIVE SUMMARY

3. Continued growth for beauty and personal care in 2011
Even with the on-going economic uncertainties in Europe, the beauty and personal care market
registered healthy value growth in Germany in 2011. Apart from baby and child-specific products,
which remained rather flat, most other products within this industry increased their sales. Nail
products was a booming category, influenced by a rise of women perceiving nails as part of their
style and using fancy nail polishes or nail art.
Men’s grooming and niche sets/kits among the fastest growing in 2011
Sets/kits registered the highest growth rate in value terms, but remained a very niche product,
accounting for only a small proportion of overall beauty and personal care sales. Other than
sets/kits, men’s grooming performed best. For men’s grooming, value growth was driven largely by
price increases. Nonetheless, various new product launches helped to stimulate demand, as
manufacturers increasingly tried to offset stagnating sales through adding value to the products by
offering more features.
Big multinationals lead the market, including local giants
The beauty and personal care industry is fragmented, with the leading positions in the hands of
multinationals. L’Oréal held on to its top spot despite a slight weakening in value share, as its
closest rival – local giant Beiersdorf – also declined in value share in 2011. L’Oréal’s top position in
Germany is thanks to its fashionable image and active promotions through mass media. Beiersdorf
refocused on skin care with Nivea, and withdrew its colour cosmetics range Nivea Beauté, which led
to notable decline in value share in 2011, as the company took steps to address its weakening
performance over the review period. Meanwhile, with a focus on personal care products, Procter &
Gamble managed to have a stable value share performance in 2011. Another key local company,
Hans Schwarzkopf & Henkel, continued to pressure the top three players, also showing a stable
performance in 2011.
Parapharmacies/drugstores remain most popular channel

4. The most important retail channel for beauty and personal care is parapharmacies/drugstores.
Beauty specialists are the second most important. Both retailers are trusted channels for
consumers to buy their beauty and personal care products, with discounters having a smaller
presence than in many other FMCG industries. Parapharmacies/drugstores such as dm, Rossmann
and Schlecker offer a large product range and many female consumers enjoy the shopping
experience in their outlets. Another important channel for beauty and personal care is department
stores, although they declined in popularity over the review period. Discounters are steadily
growing in value share, although they are some way behind parapharmacies/drugstores.
Discounters increased their ranges of beauty and personal care over the review period, providing
more competition in the market.
Stagnating future inevitable but pockets of growth remain
Beauty and personal care is predicted to experience only slight growth in constant value terms over
the forecast period. In this innovation-led market, manufacturers are expected to continue to drive
sales through new product development. However, achieving a significant impact on sales of beauty
and personal care is likely to be very challenging, as the market is already characterised by a high
level of saturation. Therefore, manufacturers will struggle to achieve volume growth, although a
slight increase in constant value sales is still sustainable with consumers trading up to higher
priced products, as well as a trend towards more natural products which command higher prices
Table of Contents
Beauty and Personal Care in Germany - Industry Overview
EXECUTIVE SUMMARY
Continued growth for beauty and personal care in 2011
Men’s grooming and niche sets/kits among the fastest growing in 2011
Big multinationals lead the market, including local giants
Parapharmacies/drugstores remain most popular channel
Stagnating future inevitable but pockets of growth remain

5. KEY TRENDS AND DEVELOPMENTS
Trading up leads to declining shares for cheap mass brands and private label
Value-added products grow as consumers seek good value for their money
Naturalness remains key trend within beauty and personal care
Ageing population remains a growth opportunity
Growing popularity of e-commerce boosts on-line sales
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2006-2011
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2006-2011
Table 3 Sales of Premium Cosmetics by Category: Value 2006-2011
Table 4 Sales of Premium Cosmetics by Category: % Value Growth 2006-2011
Table 5 Beauty and Personal Care Company Shares by NBO 2007-2011
Table 6 Beauty and Personal Care Company Shares by GBO 2007-2011
Table 7 Beauty and Personal Care Brand Shares 2008-2011
Table 8 Penetration of Private Label by Category 2006-2011
Table 9 Sales of Beauty and Personal Care by Distribution Format: % Analysis 2006-2011
Table 10 Sales of Beauty and Personal Care by Category and by Distribution Format: % Analysis
2011
Table 11 Forecast Sales of Beauty and Personal Care by Category: Value 2011-2016
Table 12 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2011-2016
Table 13 Forecast Sales of Premium Cosmetics by Category: Value 2011-2016
Table 14 Forecast Sales of Premium Cosmetics by Category: % Value Growth 2011-2016

6. APPENDIX
DEFINITIONS
SOURCES
Summary 1 Research Sources
Beauty and Personal Care in Germany - Company Profiles
Babor GmbH & Co, Dr in Beauty and Personal Care (Germany)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Babor GmbH & Co KG: Competitive Position 2011
Beiersdorf AG in Beauty and Personal Care (Germany)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
Summary 7 Beiersdorf AG: Production Statistics 2011

7. COMPETITIVE POSITIONING
Summary 8 Beiersdorf AG: Competitive Position 2011
Coty Deutschland GmbH in Beauty and Personal Care (Germany)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Coty Deutschland GmbH: Competitive Position 2011
Summary 11 Lancaster Group Deutschland GmbH: Competitive Position 2011
Dalli-Werke Mäurer & Wirtz GmbH & Co KG in Beauty and Personal Care (Germany)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
Summary 13 Dalli-Werke Mäurer & Wirtz GmbH & Co KG: Production Statistics 2011
COMPETITIVE POSITIONING
Summary 14 Dalli-Werke Mäurer & Wirtz GmbH & Co KG: Competitive Position 2011
Douglas GmbH, Parfümerie in Beauty and Personal Care (Germany)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND

8. Chart 1 Douglas GmbH, Parfümerie: Douglas in Hannover
INTERNET STRATEGY
PRIVATE LABEL
Summary 17 Douglas GmbH, Parfümerie: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 18 Douglas GmbH, Parfümerie: Competitive Position 2011
Hans Schwarzkopf & Henkel GmbH & Co KG in Beauty and Personal Care (Germany)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 21 Hans Schwarzkopf & Henkel GmbH & Co KG: Competitive Position 2011
L'Oréal Deutschland GmbH in Beauty and Personal Care (Germany)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 24 L’Oréal Deutschland GmbH: Competitive Position 2011
Procter & Gamble GmbH in Beauty and Personal Care (Germany)
STRATEGIC DIRECTION

9. KEY FACTS
COMPANY BACKGROUND
PRODUCTION
Summary 27 Procter & Gamble GmbH: Production Statistics 2011
COMPETITIVE POSITIONING
Summary 28 Procter & Gamble GmbH: Competitive Position 2011
Summary 29 P&G Prestige Beauté GmbH: Competitive Position 2011
Unilever Deutschland GmbH in Beauty and Personal Care (Germany)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
Summary 32 Unilever Deutschland GmbH: Production Statistics 2011
COMPETITIVE POSITIONING
Summary 33 Unilever Deutschland GmbH: Competitive Position 2011
Weleda AG in Beauty and Personal Care (Germany)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 36 Weleda AG: Competitive Position 2011

10. Baby and Child-specific Products in Germany - Category Analysis
HEADLINES
TRENDS
Naturally-positioned products is the main trend in baby care. Many parents distrust synthetic
chemical ingredients, and they want to protect their babies’ and children’s skin from any possible
harm, and therefore increasingly tend to buy naturally-positioned products, which often means
fewer ingredients, such as baby care products “without perfume”.
COMPETITIVE LANDSCAPE
Johnson & Johnson GmbH continued to lead sales in 2011, with a 21% value share. It was followed
by Nestlé and Procter & Gamble, which registered shares of 15% and 9%, respectively. Their
brands, Penaten, Bübchen and Pampers, have a strong brand image in Germany due to their long
brand history.
PROSPECTS
Naturally positioned and organic products are expected to continue to perform well over the
forecast period. Parents prefer to save on their own personal care products and spend a little more
on a high quality product for their new-born. Parents are likely to buy fewer products, but of better
quality or premium brands.
CATEGORY DATA
Table 15 Sales of Baby and Child-specific Products by Category: Value 2006-2011
Table 16 Sales of Baby and Child-specific Products by Category: % Value Growth 2006-2011

11. Table 17 Baby and Child-specific Products Premium Vs Mass % Analysis 2006-2011
Table 18 Baby and Child-specific Products Company Shares 2007-2011
Table 19 Baby and Child-specific Products Brand Shares 2008-2011
Table 20 Baby and Child-specific Products Premium Brand Shares 2008-2011
Table 21 Baby and Child-specific Skin Care Brand Shares 2008-2011
Table 22 Baby and Child-specific Sun Care Brand Shares 2008-2011
Table 23 Forecast Sales of Baby and Child-specific Products by Category: Value 2011-2016
Table 24 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2011-
2016
Table 25 Forecast Baby and Child-specific Products Premium Vs Mass % Analysis 2011-2016
Bath and Shower in Germany - Category Analysis
HEADLINES
TRENDS
Low unemployment and increases in disposable incomes allowed many German consumers to
change their consumption habits, aiming to incorporate more wellness features in their daily
routines. This often included a shift from private label and cheaper brands in bath and shower
products to higher priced mass brands. As a consequence, sales value in bath and shower showed a
strong performance, while volumes were stagnating or even slightly declining in some categories.
COMPETITIVE LANDSCAPE
The bath and shower products category in Germany is quite fragmented, with no company having a
dominant share. With a 13% share in bath and shower products, Beiersdorf led sales in 2011, ahead
of Unilever and Colgate-Palmolive, which accounted for 11% and 9% of value, respectively. There is
a high level of competition between manufacturers, which keeps prices low.

12. PROSPECTS
The strong performance that bath and shower products saw in 2011 was for the most part caused
by consumers who traded up from cheaper brands to higher priced ones. Some of these consumers
simply started to use again the brand that they had used prior to the financial crisis. However, since
the strong economic uptrend that Germany saw in 2011 is expected to cool down, trading up is
likely to stop. In addition, bath and shower products are lacking key innovations that could drive a
strong performance over the forecast period. It is thus expected that bath and shower products will
see a CAGR of less than 1% in constant value terms between 2011 and 2016.
CATEGORY DATA
Table 26 Sales of Bath and Shower by Category: Value 2006-2011
Table 27 Sales of Bath and Shower by Category: % Value Growth 2006-2011
Table 28 Bath and Shower Premium Vs Mass % Analysis 2006-2011
Table 29 Bath and Shower Company Shares 2007-2011
Table 30 Bath and Shower Brand Shares 2008-2011
Table 31 Bath and Shower Premium Brand Shares 2008-2011
Table 32 Forecast Sales of Bath and Shower by Category: Value 2011-2016
Table 33 Forecast Sales of Bath and Shower by Category: % Value Growth 2011-2016
Table 34 Forecast Bath and Shower Premium Vs Mass % Analysis 2011-2016
Colour Cosmetics in Germany - Category Analysis
HEADLINES
TRENDS

13. Naturally positioned cosmetics continued to perform well in Germany in 2011. Consumers are
increasingly careful with their health and therefore more interested in the ingredients in the
products they buy. This is affecting colour cosmetics, as it is a product that goes directly on the skin.
Also, having a more natural look became trendy.
COMPETITIVE LANDSCAPE
With a 36% value share, L’Oréal Deutschland GmbH continued to lead colour cosmetics sales in
2011 in Germany. Cosnova GmbH and Dr Scheller Cosmetics AG followed with, respectively, 10%
and 7% value shares. Due to the extensive brand presence of L’Oréal in colour cosmetics, it is
difficult for other manufacturers to compete with the key player.
PROSPECTS
Naturalness and ethical concerns are expected to remain important over the forecast period in
colour cosmetics. Consumers are likely to prefer naturally positioned make-up and more accessible
products. Natural make-up is in line with the on-going concerns many people have in regard to the
products they buy. Innovations which promise technological expertise are also expected to attract
consumers’ attention, which can result in a short-term success.
CATEGORY DATA
Table 35 Sales of Colour Cosmetics by Category: Value 2006-2011
Table 36 Sales of Colour Cosmetics by Category: % Value Growth 2006-2011
Table 37 Colour Cosmetics Company Shares 2007-2011
Table 38 Colour Cosmetics Brand Shares 2008-2011
Table 39 Eye Make-up Brand Shares 2008-2011
Table 40 Facial Make-up Brand Shares 2008-2011

14. Table 41 Lip Products Brand Shares 2008-2011
Table 42 Nail Products Brand Shares 2008-2011
Table 43 Colour Cosmetics Premium Brand Shares 2008-2011
Table 44 Forecast Sales of Colour Cosmetics by Category: Value 2011-2016
Table 45 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2011-2016
Deodorants in Germany - Category Analysis
HEADLINES
TRENDS
After expectations in the industry had been high to attract consumers with natural products that
contain less synthetic ingredients, these expectations have not been fulfilled. There is only a very
tiny clientele that is ready to buy natural deodorants, and these consumers prefer to buy products
from established domestic “green” brands, like Weleda, Melvita and Lavera, rather than natural
brand extensions from international players. Such brand extensions, like Rexona Natural Minerals
or Nivea Pure & Natural Action, have seen little demand. Many consumers remained sceptical about
the effectiveness of these products and will require positive recommendations before they try them
out.
COMPETITIVE LANDSCAPE
Deodorants were led by Unilever for the second year in 2011. The brands of Unilever together
accounted for a 32% share of value, showing a marginal increase from the previous year. Unilever
offers several clearly differentiated brands, including Axe, Rexona and Rexona Men, Dove and
Impulse. With the launch of the new brand extension Dove Men+Care, Unilever tried to increase its
share among the target group of men who are beyond their 20s and typically married. Unilever’s
lead in the category is, however, very tiny, as it is followed by Beiersdorf with a 31% value share.
Beiersdorf’s traditional brand Nivea accounted for a 16% share in 2011, as in 2010. It also has the
Nivea for Men sub-brand, 8x4 and several other smaller brands. Both Unilever and Beiersdorf have

15. a strong distribution network and continued to invest heavily in marketing and new product
development throughout the review period.
PROSPECTS
The forecast period is expected to see constant value growth slow down to just a 1% CAGR,
compared with the 3% constant value CAGR seen during the review period. The slowing growth
rate will mainly be a result of maturity and the ageing population, with the main product areas,
such as deodorants sprays and roll-ons, seeing slowing volume growth as a result. Stronger
competition from private label products will also contribute to a slowdown in value growth.
Deodorant sprays and deodorant roll-ons are expected to see volume growth drop from a 5% CAGR
during the review period to 2-3% CAGRs during the forecast period.
CATEGORY DATA
Table 46 Sales of Deodorants by Category: Value 2006-2011
Table 47 Sales of Deodorants by Category: % Value Growth 2006-2011
Table 48 Deodorants Premium Vs Mass % Analysis 2006-2011
Table 49 Deodorants Company Shares 2007-2011
Table 50 Deodorants Brand Shares 2008-2011
Table 51 Deodorants Premium Brand Shares 2008-2011
Table 52 Forecast Sales of Deodorants by Category: Value 2011-2016
Table 53 Forecast Sales of Deodorants by Category: % Value Growth 2011-2016
Table 54 Forecast Deodorants Premium Vs Mass % Analysis 2011-2016
Depilatories in Germany - Category Analysis
HEADLINES

16. TRENDS
Depilatories is a mature and saturated market. Manufacturers struggle with innovations and it is
increasingly difficult to revive the market. Other depilatory methods, such as electric razors or laser
hair removal, are increasingly getting consumers’ attention, which negatively impacts the
depilatories volume sales. The weather is another factor that affects depilatory sales. With a short
summer in Germany in 2011, women were less encouraged to show off their legs, which dampened
the frequency of shaving.
COMPETITIVE LANDSCAPE
With 40% of value sales, Procter & Gamble GmbH remained leader in 2011. The company is present
with several brands and benefits from significant brand loyalty. Gillette Venus, its core brand,
registered value growth of 4% in 2011, and is always supported by strong advertising campaigns.
Procter & Gamble collaborates with stars such as Jennifer Lopez and TV programmes such as
“Germany’s Next Top Model”.
PROSPECTS
Depilatories sales are expected to be affected during the forecast period by competition from other
depilatory methods, as well as potentially by the weather. With warmer temperatures, women are
encouraged to show off their legs which would boost the frequency of shaving. Female consumers
are expected to continue searching for the ideal solution to deal with hair growth, and competition
from laser hair removal is a threat to sales of depilatories.
CATEGORY DATA
Table 55 Sales of Depilatories by Category: Value 2006-2011
Table 56 Sales of Depilatories by Category: % Value Growth 2006-2011
Table 57 Depilatories Company Shares 2007-2011

17. Table 58 Depilatories Brand Shares 2008-2011
Table 59 Forecast Sales of Depilatories by Category: Value 2011-2016
Table 60 Forecast Sales of Depilatories by Category: % Value Growth 2011-2016
Fragrances in Germany - Category Analysis
HEADLINES
TRENDS
Fragrances are still perceived as a luxury that is not needed in everyday life. People are therefore
more careful when choosing their perfume. They try a lot of different scents to find out which one
combines with their personality and has the image they want to give of themselves.
COMPETITIVE LANDSCAPE
P&G Prestige Beauté GmbH continued to lead the fragrances category in 2011, with a 17% value
share. The company is present with several strong brands in different price bands, such as Boss in
premium fragrances and Mexx in mass fragrances. Coty Deutschland GmbH was the second largest
player in 2011, with a 13% value share.
PROSPECTS
During the forecast period, consumers are increasingly set to choose one perfume that they feel
suits them. Premium fragrances are likely to be preferred, as when choosing a brand they are likely
to stick to, people are more inclined to want something luxurious. An on-going trend will be
packaging downsizing for a growing number of brands so that premium fragrances remain
affordable.

18. CATEGORY DATA
Table 61 Sales of Fragrances by Category: Value 2006-2011
Table 62 Sales of Fragrances by Category: % Value Growth 2006-2011
Table 63 Fragrances Company Shares 2007-2011
Table 64 Fragrances Brand Shares 2008-2011
Table 65 Men's Premium Fragrances Brand Shares 2008-2011
Table 66 Women's Premium Fragrances Brand Shares 2008-2011
Table 67 Forecast Sales of Fragrances by Category: Value 2011-2016
Table 68 Forecast Sales of Fragrances by Category: % Value Growth 2011-2016
Table 69 Sales of Fragrances by Concentration: % Value Analysis 2006-2011
Hair Care in Germany - Category Analysis
HEADLINES
TRENDS
Hair care saw a decent performance in 2011, growing by 2% in current value terms to reach €2.2
billion. The category profited from the high attention that Germans pay to styling and colouring
their hair. The increase in disposable incomes that many consumers saw in 2011 eased their
hesitation to buy high priced brands. However, this positive development was restrained by
increased demand for bigger formats. This trend shows that a large number of consumers have not
profited from the economic upturn of 2011, and are thus seeking to adapt to lower incomes.
COMPETITIVE LANDSCAPE

19. Hans Schwarzkopf & Henkel GmbH & Co KG continued to lead sales in the category in 2011, with a
slight rise in share from 2010. Henkel accounted for 29% of sales value in 2011. Hans Schwarzkopf
& Henkel’s strongest brand, Schwarzkopf Poly, saw a weak performance in colourants, the category
in which the company is dominant, with a 56% share. Moreover, Henkel’s low priced brand
Schauma saw a weak performance in shampoos. However, these losses were outweighed by the
company’s salon-like brand Syoss, which saw a strong performance in colourants and styling
agents, and the newly introduced product line Syoss for men had a promising start in the market.
PROSPECTS
Sales of hair care are expected to see a marginal decline in constant value terms between 2011 and
2016, totalling 1%, with sales remaining slightly above €2.1 billion at constant 2011 prices. The
decline will be largely a consequence of the ageing population. The category is lacking a key
innovation of any kind that could bring a considerable rise in the average spent per capita. That
said, it is expected that innovations like dry shampoo and “natural” products with formulations that
are based on herbal and other natural ingredients will help to keep the losses in hair care sales very
small.
CATEGORY DATA
Table 70 Sales of Hair Care by Category: Value 2006-2011
Table 71 Sales of Hair Care by Category: % Value Growth 2006-2011
Table 72 Hair Care Premium Vs Mass % Analysis 2006-2011
Table 73 Sales of Styling Agents by Type: % Value Breakdown 2006-2011
Table 74 Hair Care Company Shares 2007-2011
Table 75 Hair Care Brand Shares 2008-2011
Table 76 Styling Agents Brand Shares 2008-2011
Table 77 Colourants Brand Shares 2008-2011
Table 78 Salon Hair Care Company Shares 2007-2011
Table 79 Salon Hair Care Brand Shares 2008-2011

20. Table 80 Hair Care Premium Brand Shares 2008-2011
Table 81 Forecast Sales of Hair Care by Category: Value 2011-2016
Table 82 Forecast Sales of Hair Care by Category: % Value Growth 2011-2016
Table 83 Forecast Hair Care Premium Vs Mass % Analysis 2011-2016
Men's Grooming in Germany - Category Analysis
HEADLINES
TRENDS
Sales of men’s grooming are very much driven by high demand from men in the age group 17-34
years, often referred to as “generation Y”. The propensity to spend money on pampering products
has risen among many German men in this age group, distinguishing it from the previous
generation that had mostly ignored pampering and the grooming culture. The new pampering
consumption climate has been fuelled in part by greater investment in advertising, for example in
the leading men’s magazines. It is now common for men’s grooming products to be supported by
celebrity endorsements, something that was once only visible in women’s beauty and personal care.
COMPETITIVE LANDSCAPE
Beiersdorf continues to lead in men’s toiletries. Its brand Nivea for Men saw a strong performance
in 2011, gaining in share to account for 22% of value in men’s toiletries. This was a significant
success, particularly since the unisex sister brand Nivea saw a weak performance over most of the
review period. Men’s shaving, the other large category in men’s grooming, is led by Procter &
Gamble, which saw a marginal decline in its value share, to 47%.
PROSPECTS

21. Growth in men’s grooming is expected to slow down over the forecast period, because the category
is on the verge of becoming saturated. The pampering consumption trend among male Germans
will stimulate some growth, but many young German men do not have sufficient incomes to
increase their spending. The strong economic upturn that Germany has seen in 2011 is unlikely to
continue over the forecast period, and a large number of men will thus face stagnation in their
incomes that will affect their spending on grooming products.
CATEGORY DATA
Table 84 Sales of Men’s Grooming by Category: Value 2006-2011
Table 85 Sales of Men’s Grooming by Category: % Value Growth 2006-2011
Table 86 Sales of Men's Razors and Blades by Type: % Value Breakdown 2007-2011
Table 87 Men’s Grooming Company Shares 2007-2011
Table 88 Men’s Grooming Brand Shares 2008-2011
Table 89 Men's Razors and Blades Brand Shares 2008-2011
Table 90 Forecast Sales of Men’s Grooming by Category: Value 2011-2016
Table 91 Forecast Sales of Men’s Grooming by Category: % Value Growth 2011-2016
Table 92 Sales of Body Shavers by Type 2006-2011
Oral Care in Germany - Category Analysis
HEADLINES
TRENDS
German consumers increased their spending on oral care products in 2011, consequently, oral care
saw a strong performance in value. The growth in current value was significantly higher than
growth in volume, which reflects the trend that many consumers have started to seek better quality
products. The increase in disposable incomes that many Germans saw in 2011 contributed to this

22. behaviour, but it was also a consequence of the growing consumer awareness that buying good
quality can be more rewarding in the long term than simply buying what is cheap, especially when
health is concerned.
COMPETITIVE LANDSCAPE
The oral category is dominated by international manufacturers. GlaxoSmithKline leads, with a 24%
share of value, followed by Procter & Gamble, with a share of 21%. Procter & Gamble saw its share
increase by almost two percentage points in 2011, as it benefited from the strong performance of
its Oral-B brand, which dominates in power toothbrushes, with over a 50% share in the category.
Gaba GmbH, which has belonged to Colgate-Palmolive since 2004, was placed third, followed by
Colgate-Palmolive (Germany) GmbH itself. (It should be noted that GBO shares differ from NBO
shares, due to the ownership of Gaba GmbH by Colgate-Palmolive and Oral-B Laboratories GmbH by
Procter & Gamble.)
PROSPECTS
Oral care products are expected to grow by a CAGR of 1% in constant value terms between 2011
and 2016. While in 2012 oral care is expected to grow by 2%, the growth rate will gradually fall
over the period to 2016. Growth will be driven by an increase in the number of people who pay
attention to oral care regimes and are willing to try out new products. However, the expected
cooling down of the German economy and the shrinking population will have a negative impact on
growth, which explains the fairly limited growth that it is expected in oral care.
CATEGORY DATA
Table 93 Sales of Oral Care by Category: Value 2006-2011
Table 94 Sales of Oral Care by Category: % Value Growth 2006-2011
Table 95 Sales of Toothbrushes by Category: Value 2006-2011
Table 96 Sales of Toothbrushes by Category: % Value Growth 2006-2011
Table 97 Sales of Toothpaste by Type: % Value Breakdown 2007-2011

23. Table 98 Oral Care Company Shares 2007-2011
Table 99 Oral Care Brand Shares 2008-2011
Table 100 Toothpaste Brand Shares 2008-2011
Table 101 Mouthwashes/Dental Rinses Brand Shares 2008-2011
Table 102 Forecast Sales of Oral Care by Category: Value 2011-2016
Table 103 Forecast Sales of Oral Care by Category: % Value Growth 2011-2016
Table 104 Forecast Sales of Manual and Power Toothbrushes by Category: Value 2011-2016
Table 105 Forecast Sales of Manual and Power Toothbrushes by Category: % Value Growth 2011-
2016
Table 106 Sales of Manual Toothbrushes by Type: % Value Analysis 2006-2011
Sets/Kits in Germany - Category Analysis
HEADLINES
TRENDS
Sets/kits represents only a small value share of the overall beauty and personal care market, but is
a growing niche. Consumers use them for different reasons; however, they continue to be mainly
bought as gifts, and therefore most sales are registered at Christmas time. However, sets/kits are
also often used as a trial or for travel, as they offer a mix of products from different beauty
categories in one package and in smaller formats.
COMPETITIVE LANDSCAPE
Coty Deutschland GmbH remained leader of the sets/kits category in 2011, with a 24% value share.
It was followed by Estée Lauder GmbH & Co OHG, which accounted for 20% of overall sales. Both
companies are present with sets from several of their brands.

24. PROSPECTS
Sets/kits are expected to continue to be used as gifts, trials and for travel as they are very
convenient for those purposes.
CATEGORY DATA
Table 107 Sales of Sets/Kits: Value 2006-2011
Table 108 Sales of Sets/Kits: % Value Growth 2006-2011
Table 109 Sets/Kits Premium Vs Mass % Analysis 2006-2011
Table 110 Sets/Kits Company Shares 2007-2011
Table 111 Sets/Kits Brand Shares 2008-2011
Table 112 Sets/Kits Premium Brand Shares 2008-2011
Table 113 Forecast Sales of Sets/Kits: Value 2011-2016
Table 114 Forecast Sales of Sets/Kits: % Value Growth 2011-2016
Table 115 Forecast Sets/Kits Premium Vs Mass % Analysis 2011-2016
Skin Care in Germany - Category Analysis
HEADLINES
TRENDS
Natural skin care remains the largest trend in skin care, and consumer interest in these products
kept growing in 2011. This inspired strong research and development in the latter part of the
review period. In February 2011, Beiersdorf launched the Nivea Pure & Natural product range.

25. Nivea being the brand with the highest share in skin care, it becomes clear that the natural trend is
no longer a phenomenon within a certain societal group, but has become a broader trend. This
launch came after L’Oréal, the number two in skin care in Germany, had launched the organic
Garnier Bio Aktiv range in March 2010. On top of that, small competitors in natural cosmetics like
Weleda and Laverana profited from the natural trend, most of them seeing rising shares.
COMPETITIVE LANDSCAPE
Beiersdorf continued to be the leading manufacturer in skin care in Germany in 2011, recording a
value share of over 16%. This was chiefly due to Beiersdorf’s strong umbrella brand Nivea, with
Nivea Visage, Nivea Body, Nivea Vital, Nivea for Men and Nivea Hand together accounting for a 12%
value share in overall skin care, and benefiting from a unified image and clearly differentiated
product areas. Nivea is Germany’s oldest major skin care brand, with consumers having a lot of
trust in the brand. Consumers’ interest is further boosted by strong new product development and
marketing. Beiersdorf also benefits from offering a range of other distinctive and well-established
brands, including the mass sensitive skin brand Eucerin, the premium anti-ageing specialist Juvena
and the mass lip care brand Labello.
PROSPECTS
Rising demand is expected to be seen in natural skin care, as German consumers are increasingly
interested in reducing their exposure to synthetic chemicals and are also increasingly interested in
the health benefits linked to herbs and other plants. These products will thus move further into the
mainstream during the forecast period. Consequently, more such product launches are expected to
be seen in skin care, after the leading players L’Oréal and Beiersdorf launched natural product
ranges for Garnier and Nivea in 2010 and 2011.
CATEGORY DATA
Table 116 Sales of Skin Care by Category: Value 2006-2011
Table 117 Sales of Skin Care by Category: % Value Growth 2006-2011
Table 118 Face Masks: Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2008-2011

26. Table 119 Facial Cleansers: Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2007-2011
Table 120 Facial Moisturisers: Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2008-
2011
Table 121 Anti-Agers: Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2007-2011
Table 122 Toners: Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2007-2011
Table 123 Skin Care Company Shares 2007-2011
Table 124 Skin Care Brand Shares 2008-2011
Table 125 Facial Moisturisers Brand Shares 2008-2011
Table 126 Anti-agers Brand Shares 2008-2011
Table 127 Firming/Anti-cellulite Body Care Brand Shares 2008-2011
Table 128 General Purpose Body Care Brand Shares 2008-2011
Table 129 Skin Care Premium Brand Shares 2008-2011
Table 130 Forecast Sales of Skin Care by Category: Value 2011-2016
Table 131 Forecast Sales of Skin Care by Category: % Value Growth 2011-2016
Sun Care in Germany - Category Analysis
HEADLINES
TRENDS
Sales of sun care products had a strong performance in 2011, growing by 3% in current value and
by 2% in volume over 2010. Sun care products profited from the Germans’ preference for taking
holidays in southern countries. The good economic situation in Germany led to an increase in
disposable incomes, which was frequently spent on travelling. The increase in sales of products
with high SPFs and the warm summer of 2011 also contributed to high sales of sun care products.

27. COMPETITIVE LANDSCAPE
L’Oréal remained the leading competitor in 2011, with a 21% value share in total sun care. The
company benefits from offering an extremely wide range of brands, including the cosmeceutical
brand Vichy, the premium brands Lancôme Soleil and Helena Rubinstein and the popular skin
brand extensions L’Oréal Paris Solar Expertise and L’Oréal Dermo Expertise. However, Garnier
Ambre Solaire accounted for the bulk of the company’s sales in 2011.
PROSPECTS
Sun care is expected to see a total of 4% growth in sales volume over the forecast period, but a 6%
decline in constant sales value. Growth in sales volume will be the result of the growing popularity
of outdoor activities, but growth will be constrained by the ageing population and the expected
cooling down of the economy, which will decrease the frequency of travelling. In terms of sales
value, it is expected that sun care products will see a decline because of intense competition.
Products with high SPF factors will become available at lower prices. The better performance of
mass products than premium products will also contribute to the decline in unit prices.
CATEGORY DATA
Table 132 Sales of Sun Care by Category: Value 2006-2011
Table 133 Sales of Sun Care by Category: % Value Growth 2006-2011
Table 134 Sun Care Company Shares 2007-2011
Table 135 Sun Care Brand Shares 2008-2011
Table 136 Sun Care Premium Brand Shares 2008-2011
Table 137 Forecast Sales of Sun Care by Category: Value 2011-2016
Table 138 Forecast Sales of Sun Care by Category: % Value Growth 2011-2016
Table 139 Sales of Sun Protection by Format: % Value Analysis 2006-2011
Table 140 Sales of Self-Tanning by Format: % Value Analysis 2006-2011

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