Market Focus: Trends and Developments in the Male Toiletries Sector in Germany

Date: 2015-09

“Why was the report written?
This overview of the consumer and market dynamics of German Male Toiletries sector allows new entrants and established companies to gain rapid and comprehensive insight into the current state of the market and identify the key trends that will drive growth in the coming years.

What is the current market landscape and what is changing?
The volume of Male Toiletries used in Germany will steadily increase during 2012-2017 at a CAGR slightly higher than that registered during 2007-2012. However, the market has experienced volatile growth in US$ terms, due to fluctuating exchange rates which has added complexity to the market for international companies operating in the German Male Toiletries market.

What are the key drivers behind recent market changes?
With more than 52% of the population above 40 years of age as of 2012, the population mix in Germany has been skewed towards the aging population aided by rising life expectancy and the lower birth rate in the country. Therefore, with the country’s population looking to age further, the future target for retailers should be the richer, aging “gray” consumer rather than the cash-strapped young consumers. Demand for Male Toiletries products are influenced by new gender behavior along with a desire for better value for money from their purchases. German consumers’ Male Toiletries needs are also driven by their level of indulgence together with the desire for tailored products.

What makes this report unique and essential to read?
This report brings together consumer insight and market data to provide a comprehensive brief of the German Male Toiletries sector. This allows for the rapid identification of key growth opportunities across four Male Toiletries categories and their packaging.”

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