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Wednesday, October 28, 2020Market

Export: how to set up in Germany?

Export : comment s’implanter en Allemagne ?

Although the Covid-19 has been hurting the exchange of goods for the last few months, export is still one of the best ways to boost the economy of the beauty industry. In a series of webinars broadcast during the E-Cosmetic 360 trade show, Business France pointed out the areas with the most potential markets for French companies. Focus on Germany.

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The German cosmetic market is powerful. With a turnover of 14.046 billion euros (+1.8%) in 2019, it is the largest in Europe, ahead of France, the United Kingdom and Italy.

The country’s export rate is also good, approaching 44% to a total of 2.810 billion euros.
“The drugstore channel is dominant in the distribution of healthcare products in Germany (48.6% of distribution in 2019). The share of online sales is increasing. There is a strong presence of local and pioneering manufacturers, especially in the field of natural cosmetics,” added Business France.

In 2019, the cosmetics market was driven by natural care products. Consumers bought them more frequently at the expense of traditional products.
Germany is a forerunner in this beauty industry. It is only natural that the trend towards sustainability is continuing with an ever-increasing demand for ethical ingredients, eco-friendly or biodegradable packaging.
“Germans want beauty that is conscious, i.e. respectful of health and the environment,” took over Business France.

Market Characteristics

It is mature and very saturated. Competition between local and international brands is fierce and results in very strong pricing pressures. It is dominated by major players: L’Oréal, Beiersdorf, Procter & Gamble and Henkel. Together, they hold …

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