With a value CAGR of 0.9% between 2012 and 2017, the female fragrance category is only the seventh fastest growing out of the nine German Health & Beauty sectors monitored by market research firm Canadean.
“German consumers are very price conscious despite having the strongest economy in Europe; German consumers perceive fragrances to be a luxury item, rather than an everyday product, and they are therefore careful when choosing their favoured product,” says the firm.
Female fragrances held the largest share of the fragrance sector in 2012, with value and volume shares of 54.8% and 54.2% respectively. However, according to Canadean, the category will also display the slowest growth over the next five years at a value CAGR of 0.7% and volume CAGR of 1.3% to 2017; below the sector average for both measurements.
In contrast, both male and unisex fragrance categories will grow at a value CAGR of 1.1% between 2012 and 2017, with male just growing ahead of unisex fragrances in terms of volume, at CAGRs of 1.6% and 1.5%, respectively.