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Personal Care Appliances in Germany

Germany personal care appliances market: 3% value rise during 2012

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2014-02-20 13:03:02 - Personal Care Appliances in Germany - a new market research report on

Braun GmbH remained the leading company within the Germany personal care appliances market during 2012, accounting for 21% of total retail volume sales in the category, mainly due to the strength of the company`s body shavers and hair care appliances. The Germany-based multinational is popular with German consumers and is well-known for its high-quality products, having earned a strong reputation for reliability and high performance among German consumers. Philips GmbH ranked third in personal care appliances during 2012 with an 18% volume share.

Philips managed to increase its volume share in the category during 2012 thanks to its presence in the rapidly growing category of electric toothbrush units. The company is the global manufacturer of the Sonicare electric toothbrush brand, which



features patented technology in order to gain a competitive advantage over the strong Oral B brand second-placed Proctor & Gamble GmbH.

Electric toothbrush units recorded the strongest growth in personal care appliances in Germany during 2012, in spite of the relatively high average unit price in the category. Electric toothbrush units is benefiting from government information and education campaigns which are promoting the message that maintaining good dental hygiene is vitally important due to the major health benefits which maintaining goof oral and dental hygiene can provide, especially in light of Germany‟s rapidly ageing population.

Personal care appliances is expected to increase in volume at a CAGR of 1% over the forecast period, while constant value growth is expected to remain relatively flat. The various different categories which comprise personal care appliances are expected to register varying performances during the forecast period. Oral care appliances, for instance, is set to become increasingly important in Germany, superseding body shavers and hair care appliances in terms of importance. Thus, the positive growth expected in oral care appliances during the forecast period is anticipated to compensate somewhat for the poor performances expected in body shavers and hair care appliances over the forecast period.

Key Headlines

- Personal care appliances increases in value by 3% in 2012, while volume sales increase by 2%
- The ongoing rise of the health and wellness trend benefits the performance of personal care appliances in 2012
- Electric toothbrush units registers the highest volume growth in personal care appliances in 2012, rising by 5%
- The average unit price of personal care appliances increases by 1% in current terms in 2012, remaining on €42
- Braun GmbH is the leading company in personal care appliances in 2012 with a volume share of 21%, with Procter & Gamble GmbH in second position with 19% and Philips GmbH in third position with 18%
- Personal care appliances is set to increase in volume at a CAGR of 1% over the forecast period, while constant value growth is set to remain static

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Mike King
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