Gender behaviours drive fragrance market in Germany, says report

Gender behaviours seem to be the driving force behind Germany’s overall fragrance market, says a new report from UK-based research report Canadean – Health & Beauty.

According to the report ‘Consumer Trends in the Fragrances Market in Germany, 2011’, the trend towards new gender behaviours has influenced highest number (38%) of Germans in purchasing overall fragrance products in 2011, while indulgence influenced 36% consumers.

Among the segments, the trend for indulgence influenced the female fragrances market, while new gender behaviours has pushed male fragrances, followed by changing lifestages for unisex fragrances during the year.

Interestingly, the older consumers of Germany led the market with a leading share of about 35% in value terms among various age groups, while affluent Germans held the leading 34% share among wealth groups.

In respect of education level achieved, both upper secondary and post secondary – non tertiary groups have together held close to 60% of the market value, with the former accounting for leading 30% share.

Canadean’s survey also noted that the Germans having plenty of leisure time were found to have an edge over others, which was reflected by their top share of 29.5% in 2011; however, time pressed and time poor groups stood in the next two positions with 28% and 23% respectively.

The Germany fragrances market has experienced a notable representation by rural dwellers, who managed about 33% share, revealed the survey.

During the year, branded products have dominated the private label products restricting them to single digit percentage share in all the three segments.

In terms of market value, female fragrances emerged the leading segment during 2011 with 55% share, followed by male fragrances at 42% and unisex fragrances at a mere 4%.

Male fragrances, however, improved their performance in volume terms by grabbing 47% share in 2011 and at the same time bringing down the domination of female fragrances to little over 48%.

Canadean report also provides analysis pertaining to segment-wise retailer share by volume and matrix of retailer switching behaviour of Germany’s fragrances market in the second half of 2011.

Click here for more details of the report.