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Consumer and Market Insights: Make-Up Market in Germany

Consumer and Market Insights: Make-Up Market in Germany

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Executive Summary

Improved economic performance will positively impact the Make-Up market in Germany. Eye Make-Up is the leading value category in the overall Make-Up market in 2015 while the Nail Make-Up category is forecast to register fastest growth in value terms during 2015-2020. German consumers prefer Make-Up products that are time saving and combine multiple benefits. Products such as easy-to-apply Lip Gloss or Lipstick, hybrid Face Make-Up products that also protect from UV radiation, and hydrate and nourish skin have gained popularity.

Key Findings

The Make-Up market in Germany will register higher growth both in value and volume terms during 2015-2020 compared to 2010-2015.

The Eye Make-Up category accounted for 38.8% share by value in the German Make-Up market in 2015.

The Nail Make-Up category is forecast gain maximum market share during 2015-2020.

Time Scarcity and Personalization are the major trends that are driving the German Make-Up market.

Growing demand for premiumization will create importance of private label with premium products in German Make-Up market.

Hypermarkets & Supermarkets is the leading distribution channel in the German Make-Up market.


Canadean's Consumer and Market Insights report on the Make-Up market in Germany provides insights on high growth categories to target, trends in the usage of packaging materials, types and closures category level distribution data and brands market shares.

What else is contained?

Market data: Overall market value and volume data with growth analysis for 2010-2020

Category coverage: Value and growth analysis for Eye Make-Up, Face Make-Up, Lip Make-Up, and Nail Make-Up with inputs on individual segment share within each category and the change in their market share forecast for 2015-2020

Leading players: Market share of brands and private labels, including private label growth analysis from 2012-2015

Distribution data: Percentage of sales within each category through distribution channels such as Hypermarkets & Supermarkets, Convenience Stores, Health & Beauty Stores and others in 2014

Packaging data: consumption breakdown for packaging materials and containers in each category, in terms of percentage share of number of units sold. Packaging material data for Rigid Plastics, Glass, Rigid Metal, and others; container data for: Tube, Tray, Bottle and others

Consumer level trends: Top four consumer trends which influence Make-Up products consumption

Future outlook: Reviews and recommendations on how the market will shape up from 2015-2020

Reasons To Buy

Identify high potential categories and explore further market opportunities based on detailed value and volume analysis

Existing and new players can analyze key distribution channels to identify and evaluate trends and opportunities

Gain an understanding of the total competitive landscape based on detailed brand share analysis to plan effective market positioning

Identify target consumers based on recent analysis of category volume consumption by gender, age-group, education and urbanization

Access the key and most influential consumer trends driving Make-Up products consumption, and how they influence consumer behavior in the market which will help determine the best audiences to target

Access to analysis on new products launched in the market

Our team of analysts have placed a significant emphasis on changes expected in the market that will provide a clear picture of the opportunities that can be tapped over the next five years, resulting in revenue expansion


Report Scope

Country Context

Macroeconomic indicators-Population and age structure, GDP and Consumer Price Index

Market Overview and Consumer Demographics

Value and volume analysis for the German Make-Up market

Historic and forecast consumption in the German Make-Up market

Category volume consumption analysis by gender, age, education and urbanization

Degree of trade up/down in the German Make-Up market

Volume analysis by category

Historic and forecast value analysis by category

Winners and losers by categories with change in market share

Average category level pricing

Segment share in a category (value terms) and change in market share

Retail Landscape and Key Distribution Channels

Leading retailers in the German Cosmetics & Toiletries market

Leading distribution channels (value terms) in the German Make-Up market

Leading distribution channels (value terms) by category


Make-Up market by type of packaging material/container (in volume terms)

Make-Up market by type of packaging closure/outer (in volume terms)

Make-Up market by type of packaging, forecast (in volume terms)

Brand and Private Label Share

Penetration of private label by categories in the German Make-Up market

Private label growth (in value terms) compared to national brands

Market share of leading brands (in value terms) by category

Consumer trend analysis

Canadean's consumer trend framework and explanation of the Mega-trends

For key trends in the German Make-Up market

How the trend is influencing consumption in the German Make-Up market

How to target the trend in the German Make-Up market

How the trend will evolve in the German Make-Up market

Key target demographic and the rate and which the trend will evolve

Key drivers in the market that will increasingly influence consumption

Innovation examples

New products launched in the German Make-Up market


Country context

Category value and volume data

Consumer Demographics data

Sector Overview

Segment data

Packaging data

Category definitions

Segment definitions

Channel definitions

Explanation of sub-trends


About Canadean

Figure 1: Macro economic analysis: GDP per capita, Population, CPI (2010-2015), Age Profile (2015)

Figure 2: Category volume consumption by age, gender, education and urbanisation,2015

Figure 3: Consumers purchase behavior-Trading up/down, 2015

Figure 4: Market volume share analysis by categories, 2015

Figure 5: Growth analysis by category, 2010-2020

Figure 6: Change in market share by category, 2015-2020

Figure 7: Leading distribution channels, overall Cosmetics & Toiletries, 2011-2014

Figure 8: Leading distribution channels by category, 2015

Figure 9: Packaging analysis-key packaging material, type, closure and outer, 2015

Figure 10: Growth in key packaging material, type, closure and outer, 2015-2020

Figure 11: Private label penetration by categories, 2015

Figure 12: Private label and brand share growth, 2012-2015

Figure 13: Brand share analysis by categories, 2015

Table 1: Market value analysis in EUR and USD, 2010-2020

Table 2: Market volume growth analysis, 2010-2020

Table 3: Exchange rate fluctuations: USD to EUR

Table 4: Average prices (EUR and USD) by category, 2015

Table 5: Segment level analysis by category, 2015

Table 6: Leading retailers

Table 7: Leading brands by category, 2015

Single User License:
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To know more information on Purchase by Section, please send a mail to query [@]

L'Oreal S.A.

Coty Inc.

Cosnova GmbH

Estee Lauder Inc.

The Procter & Gamble Company

Yves Rocher Inc


Artdeco Cosmetic GmbH

Chanel S.A.

Elizabeth Arden Inc.

Mary Kay Inc.

Clarins Group

Dr.Hauschka Skin Care Inc.

Dr. Grandel

Borlind Gesellschaft Ful Kosmetivche Erzugnisse mbH

Micys Company S.P.A.

Dr Scheller

Alticor Inc.

Avon Products Inc.

cosmondial GmbH & Co. KG

Orly International Inc.

OPI Products Inc.


Netto Marken-Discount




Germany, Make-Up, Eye Make-Up, Face Make-Up, Lip Make-Up, Nail Make-Up, Eyeliner, Eyeshadow, Mascara, Blusher, Face Powder, Foundation, Lip Gloss, Lipliner, Lipstick, Nail Polish, Health & Beauty Stores, Hypermarkets & Supermarkets, Convenience Stores, channel share, brand share, market share, packaging, materials, containers, closure, outer, volume share, value share

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