Follow us twitter facebook
Edition: Global
Click here to subscribe toour free weekly newsletter click here
Industry buzz

Germany: A rising force in Europe’s prestige beauty market?

Germany’s prestige beauty market, which currently rivals that of the UK, reached 3.1 billion euros, an increase of 0.7 per cent in 2018, according to The NPD Group, which recently added the country to its portfolio of beauty industry services. Brick and mortar retail sales were flat, whereas e-commerce experienced 7 per cent growth, representing 14 per cent of annual industry sales.

Germany’s prestige beauty market reached 3.1 billion euros, an increase of 0.7 per cent in 2018, according to The NPD Group

Germany’s prestige beauty market reached 3.1 billion euros, an increase of 0.7 per cent in 2018, according to The NPD Group

Fragrance and skincare categories both contributed to market gains in Germany, whilst makeup reported a slight downtrend. The skincare category grew its sales by 1.6 per cent making almost half of the industry’s total gains in the country. Fragrance followed with a 0.9 per cent increase in sales, and makeup closed the year down slightly (-0.5 per cent).

According to The NPD Group, the German prestige beauty market is very similar to that of the UK, despite some important differences in terms of consumer behaviour. For example, the fragrance category is still dominant in Germany while makeup represents a much smaller portion. Comparable to four out of five European countries tracked by The NPD Group, skincare is the category with the strongest growth in Germany.

With the addition of Germany to their portfolio The NPD Group is now able to deliver data and insights from eight of the world’s largest beauty markets, including France, U.K., Italy, Spain, U.S., Canada, Mexico, and, of course, Germany.

With the launch of our Retail Tracking Service for beauty in Germany, clients and retail partners are now able to use our point-of-sale information to identify mutually beneficial growth opportunities and develop stronger collaborations in the process. The NPD Group’s data is quickly becoming the industry currency for all players in the market, as it is in the other countries we cover,” said Martine Ringwald, Senior Vice President, Business Development, Beauty and Luxury, The NPD Group.

While there are many similarities, the beauty markets are, in fact, diverse across Europe. Today, manufacturers and retailers looking to expand or improve their positions in global markets need to react faster than ever to consumer demands and trends in order to stay ahead of the competition,” continued Ringwald.

© 2019 - Premium Beauty News - www.premiumbeautynews.com
latest news
Focus
MakeUp in newYork hosted more than 3800 visitors, with a growth of 12% of international guests.

MakeUp in New York moves to Javits Center to continue growing

The latest edition of MakeUp in NewYork was a huge success, announced the organisers. Held at the Center415 on 5th Avenue, in Manhattan, on September 11&12, 2019, the two-day B2B event dedicated to the makeup and skincare supply chain welcomed more than 3800 visitors, with a growth of 12% of international guests. Brazil, Canada, (...)

read more
job opportunities
Experts’ views
Victoria's Secret or the failure of a conservative positioning?

Laurence Bacilieri
Victoria’s Secret or the failure of a conservative positioning?

When the Victoria’s Secret show was cancelled it didn’t come as a surprise. In May, it was reported by The New York Times that the show would no longer be broadcast on network television. “We must evolve and change to grow. With that in mind, we have decided to re-think the traditional Victoria’s Secret Fashion Show". From 2001 to 2018, (...)

read more

Features

We use cookies to give you a better browsing experience. By continuing your visit to this site, you accept the use of cookies. Read more and set cookies
close