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Germany bath products market: Beiersdorf and Unilever Deutschland the leading industry players
Bath and Shower in Germany - a new market research report on 2014-04-01 04:07:01
In 2012 multinational brand manufacturers dominated the Germany bath and shower market, with Beiersdorf and Unilever Deutschland accounting for a combined 24% value share. The leading player was Beiersdorf, with a retail value share of 13%, thanks to the well-respected Nivea family brand. The company lost slight value share in 2012, due to Schlecker´s insolvency in August 2012, and heavy investment in the rebranding campaign for Nivea. Unilever recorded an ongoing positive growth performance within its product portfolio. Much of the growth in 2012 was contributed by the competitive positioning of Unilever´s brand Dove. Multinational player Colgate-Palmolive (Germany) ranked third in bath and shower in 2012, with a 9% value share.

Bath and shower saw a positive performance in 2012, with current value sales increasing by 2%. Despite the challenging economic conditions caused by the instability within the eurozone, the category showed ongoing stable growth in both volume and current value terms. New innovative scents and multifunctional formulations within body wash/shower gel stimulated consumer demand, and as a result volume sales increased. Furthermore, the leading brand, namely Nivea, underwent major brand refreshment, in order to revive consumers´ interest, which had a positive effect on the category as a whole.

Bath and shower is expected to see a negligible constant value CAGR over the forecast period. This is slower growth compared with the review period, which is for several reasons. The main factor contributing to the expected slower growth will be the highly saturated and mature nature of the category, which is set to intensify over 2012-2017.

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