2014-04-01 04:13:03 - Skin Care in Germany - a new market research report on companiesandmarkets.com
Beiersdorf held the lead in overall skin care in Germany in 2012, with a value share of 18%. After finishing its colour cosmetics business in 2011, the company was getting back on course in 2012, able to fully concentrate on its skin care business. The company owes its success to its brand Nivea, which has a very long tradition in the German market, and is extremely popular amongst consumers.
Skin care in Germany is highly competitive, and driven by new concepts and technological innovations. In line with the ageing of the German population, the trend in skin care in 2012 was anti-ageing products. Sun filter, anti-wrinkle, skin nourishment and radiant complexion were key words used in skin care in 2012. Manufacturers
therefore introduced new combination products promising total skin repair, UV protection and intensive care. Within facial care, concentrated serums played a more important role, due to the higher concentration of active ingredients, although serums still represents a niche segment. Furthermore, more and more consumers are looking for skin care products which are also quickly absorbed by the skin.
Overall, skin care in Germany is expected to see a negative CAGR of 1% in constant value terms between 2012 and 2017. Skin care is largely mature, with this maturity and the ongoing population decline likely to hinder growth during the forecast period. Value sales are expected to be hindered by strengthening price competition and growth in the share of private label.
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