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Consumer Trends in the Make-up Market in Germany
Canadean Ltd, March 2012, Pages: 86
Synopsis
This report provides the results for the Make-up 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.
Summary
Why was the report written?
Marketers in the Make-up market 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 Make-up 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. Eye, Face, Lip, Nail Make-up 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.
Scope
Consumer survey data for the following specific categories: the Eye Make-up, Face Make-up, Lip Make-up and Nail Make-up markets.
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.
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.
Key Highlights
Light frequency consumption common in Nail Make-up
Consumption frequency analysis reveals that Light frequency consumption of Nail Make-up is most common among users in every age group. Suppliers should therefore develop strategies to increase the consumption frequency of current users.
Heavy Lip Make-up consumption highest among Mid-Lifers and Older Consumers
Consumption frequency analysis reveals that Heavy frequency consumption in the Lip Make-up market is highest for Mid-Lifers and Older Consumers. The larger number of Older Consumers and their high disposable income makes them a key market for Lip Make-up suppliers.
Low private label penetration
Private label penetration is low in the Make-up market in Germany. This is despite a mature and concentrated retail environment, which tends to result in successful private label programs. As such retailers are expected to increase their investment in these areas in order to grow their market share.
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