Synopsis
This report provides the results for the Fragrances market in Germany from Canadean’s unique, highly detailed and proprietary survey of consumers’ Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets.
Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption and the value of the market these trends influence, brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer group, providing hard and fast data on consumers and markets at the product category level
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.
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.
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.
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 Table
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
