Belgium, the Netherlands, Germany, Switzerland, Austria, Slovenia… the Rhine area has been affected, like the others, by the Covid-19 crisis, but nevertheless offers great opportunities for exports. An opportunity for Business France to present the different cosmetic markets in the area, and to advise on the positioning to adopt to conquer them.
The German market
Key figures
• 83.1 million inhabitants
• 1st European market (EUR 14.046 billion) up +1.8%
• Europe’s 2nd largest producer of cosmetic products (EUR 6.115 billion turnover), 44% of which is exported
• Trend of increasing imports
Trends by sector
• Hair care: +3.54%
• Skin care (women and men): +3.29%
• Deodorants: +3.04%
• Oral care: +1.59%
• Soaps: +0.85%
• Aftershave:+0.85%
• Make-up: +0.28%
• Women’s fragrances: -1.64%
• Shaving care (male and female): -2.41%
• Men’s fragrances: -3.10%
Distribution channels
• Drug stores (dm, Rossmann, Müller…): 49%
• Perfumeries (Douglas, Piepper, Beauty alliance, etc.): 17%
• Hypermarkets (Rewe, Edeka, Real, Kaufland…): 13%
• Pharmacies: 9%
• Discounters (Aldi, Netto, Lidl…): 8 %
• Department stores (Karstadt, Galeria Kaufhof, etc.): 3%
The Dutch market
Key figures
• 17.2 million inhabitants
• Cosmetics market: EUR 2.7 billion turnover
• Largest sales volume: perfumes
• Online sales are booming: +22% in 2019
Trends by sector
• Oral care: +4.4%
• Deodorants: +3.9%
• Hair care: +3.3%
• Baths and showers: +2.0%
• Perfumes (men and women): +1.4%
• Skin care (women and men): +0.9%
• Soaps: +0.7%
• Make-up: -0.6%
• Shaving care (male and female): -1.8% …
