Abstract
The colour cosmetics market continues to grow. Value sales reached �1,460 million in 2008, up 5% on 2007, thanks to a strong desire to look attractive amongst German women and more and more women in paid employment.
There are three divergent trends: towards more sophisticated and high-tech lines; towards natural and organic lines; and towards economy lines. Established suppliers are taking a tip from the skincare category and catering more successfully for the ageing female population, adding care and anti-ageing properties.
L' Oréal leads the market (29% of sales), with its two heavily promoted flagship brands L' Oréal Paris and Maybelline Jade and the premium Lancôme brand. Coty is in second place (10%) with Rimmel and Astor, and Beiersdorf' s Nivea Beauté, Dr. Scheller' s Manhattan and P&G' s Max Factor vie for the third spot.
The countries examined within the Consumer Goods Intelligence series of reports are France, Germany, Italy, Spain and the UK. Mintel last examined this market in Fragrances and Cosmetics, Germany, June 2006. Please note that some data are revised from previous reports due to the inclusion of data on make-up sets.
Table of Contents
- Issues in the Market
- Definition
- Consumer research
- Abbreviations
- Market in Brief
- Growth continues for a third year
- Efforts to target specific age groups pay off
- The improved economic climate helps higher-margin lines
- L' Oréal powers ahead with a strong media presence
- Although the consumer base is growing, penetration remains comparatively low
- Natural lines to become more prolific
- Internal Market Environment
- Key points
- Strong desire to look attractive
- Figure 1: Attitudes towards personal appearance and facial skincare in Germany and comparison index, 2007
- Price becoming more important
- Figure 2: Attitudes towards branding and price in make-up products, 2002-06
- Health and environment take second place to celebrity
- Figure 3: Attitudes towards cosmetics, 2002-06
- Broader Market Environment
- Key points
- The ageing female population inhibits volume sales
- Figure 4: Trends in German adult female population, by age, 2003-13
- Increasing female employment drives the market
- Figure 5: Trends in German female employment, 2002-12
- Favourable economic outlook helps the market grow
- Figure 6: Trends in German PDI, consumer expenditure and GDP, at current prices, 2003-13
- EU guidelines for product safety
- Who' s Innovating?
- Key points
- France and UK have the highest amount of cosmetics NPD
- Figure 7: New product launches in make-up, % by country, 2003-07
- Figure 8: New product launches for make-up in Germany, by top 10 companies, 2007
- Mature beauty
- Targeting teens
- Fuller lips
- Natural and organic...
- ...vs technology
- Bronzing
- Cosmetics on-the-go
- Market Size and Forecast
- Key points
- Sales recovery since 2006
- Figure 9: German retail value sales of make-up, at current and constant prices, 2003-13
- Sales forecast to grow to 2013
- New formats and caring ingredients
- Minerals
- Anti-ageing crosses over from face care
- Tailored sets
- Designers emerge
- Natural make-up is a growing niche; hi-tech is also a winner
- Prospects
- Anti-ageing trend may not last
- Greater confidence among consumers will help
- Perfumeries will have to adjust
- Natural to continue growth
- Forecast
- Factors used in the forecast
- Segment Performance
- Key points
- Eye make-up takes over a third of cosmetics expenditure
- Figure 10: German retail value sales of make-up, by type, 2006-08
- Forecast sales by sector
- Figure 11: Forecast German retail value sales of make-up, by sector, 2009-13
- Eye make-up
- Figure 12: German retail value sales of eye make-up, by type, 2006-08
- Face make-up
- Figure 13: German retail value sales of face make-up, by type, 2006-08
- Lip make-up
- Figure 14: German retail value sales of lip make-up, by type, 2006-08
- Nail make-up
- Figure 15: German retail value sales of nail make-up, by type, 2006-08
- Market Share
- Key points
- A plethora of make-up brands
- Figure 16: Brands' value shares of make-up, 2006-08
- Figure 17: Brands' estimated value shares of make-up, % by segment*, 2007
- L' Oréal Paris increasingly popular, but own-labels now lead
- Figure 18: Popularity of colour cosmetics brands, 2003-07
- Companies and Products
- Brand map
- Beiersdorf
- Coty/Lancaster
- Dr. Scheller
- L' Oréal
- Procter & Gamble
- Brand Communication and Promotion
- Key points
- Italy devotes the most to advertising make-up
- Figure 19: Main monitored media advertising expenditure on make-up, by country, 2005-07
- Figure 20: Share of adspend vs market share, by brand, 2007
- Figure 21: Main monitored media advertising expenditure on make-up, by brands spending €1 million or more, 2007
- Figure 22: Top advertised brands, 2007
- Channels to Market
- Key points
- Self-service druggists have the right image
- Figure 23: German retail value shares of make-up, by outlet type 2006-08
- Grocers revise strategies and bottom out; discounters rise
- Nivea goes it alone
- Naturals go mainstream
- Parties the new trend?
- Perfumeries strong for eye make-up
- Figure 24: German retail value shares of make-up, by segment, 2007
- The Consumer -- Pan European Overview
- Key points
- Penetration in Germany remains lower than European average ...
- ...as does frequent use
- German women want to be well-groomed
- Figure 25: Penetration and frequency of using make-up, by women, by country, 2007
- The Consumer -- Who Uses
- Key points
- Loyal users
- Figure 26: Change in consumer base for make-up in Germany, 2003-07
- Use of make-up strongly dependent on age, employment and higher incomes
- Figure 27: Use of make-up*, Germany, 2007
- Foundation
- Figure 28: Most valuable consumers for volume sales of foundation, Germany, 2007
- Blusher/highlighter
- Figure 29: Most valuable consumers for volume sales of blushers/highlighters, Germany, 2007
- Lipstick/lipgloss
- Figure 30: Most valuable consumers for volume sales of lipstick/gloss, Germany, 2007
- Eye make-up
- Figure 31: Most valuable consumers for volume sales of eye make-up, Germany, 2007
- Nail varnish
- Figure 32: Most valuable consumers for volume sales of eye make-up, Germany, 2007
- Appendix
- Internal Market Environment
- Figure 33: Attitudes towards appearance and cosmetics, by country, 2007
- The Consumer -- Who Uses
- Figure 34: Use of make-up*, by demographic sub-group, Germany 2007
- Foundation
- Figure 35: Penetration and frequency of using foundation, Germany, 2007
- Blushers/highlighters
- Figure 36: Penetration and frequency of using blushers and highlighters, Germany, 2007
- Lipstick/gloss
- Figure 37: Penetration and frequency of using lipstick/lipgloss, Germany, 2007
- Eye make-up
- Figure 38: Penetration and frequency of using eye make-up, Germany, 2007
- Nail varnish
- Figure 39: Penetration and frequency of using nail varnish, Germany, 2007
