The German Cosmetic, Toiletry, Perfumery and Detergent Association Annual Report 2013. 2014 EDITOR IKW The German Cosmetic, Toiletry, Perfumery and Detergent Association Mainzer Landstrasse 55 60329 Frankfurt am Main Germany [email protected] www.ikw.org PHOTO CREDITS Dr. Rüdiger Mittendorff (page 2) Fotostudio Bernd Georg, Offenbach (page 6) IKW (page 7) TRANSLATION Paul André Arend LAYOUT Redhome Design, Nana Cunz EDITORIAL DEADLINE 31 March 2014 2 SITUation Dear Madam, dear Sir, 2013 was on balance a satisfying The innovativeness and orientation According to the economists, economic year for Germany and the industries towards consumer requests render growth of up to 2 % is to be expected represented by us. Despite the still these product categories particularly in Germany in 2014. A robust labour high financial and monetary policy attractive for the retail trade. market and free-spending consumers risks in the Euro space, Germany are the cornerstones of this positive recorded a slight uptrend in general Our members know how to develop forecast, which also sets the corre- economic terms, with an increase tailor-made concepts for the different sponding trends for our industries. in the price adjusted gross domes- distribution channels on the basis tic product (GDP) of 0.4 % versus of a partnership-driven dialogue, so A significant degree of uncertainty is prior year. A substantial contribution that further increases in value can be generated for our member companies was made by the domestic demand. achieved in the different categories. only by the development of energy German consumers currently have an supplies in Germany. The question optimistic view of the future as they The basis for ongoing growth is, how- concerning the extent of the burden- hadn’t had for some time. This growth ever, the large trust of consumers in ing of companies and consumers by has to be rated positively in particu- the efficacy and safety of our products. the energy turnaround driven by lar because some European countries The dramatic growth of permanently politicians, overshadows the otherwise continue to have to fight recessionary available information creates trans- favourable prospects. For that reason tendencies. And the world economic parency on the one hand but results in the now newly elected members of environ ment meant that according to many cases also in uncertainty. More- parliament will have to adopt a smart the Federal Statistical Office the 2013 over, interest-driven campaigns of energy and tax policy in order to avoid imports were higher than the exports certain groups time and again intend unnecessary uncertainty and give the and, therefore, the growth in domestic to fuel the fears in respect of certain necessary impulsions for a powerful demand was curbed by 0.3 percentage ingredients without any factually general business recovery. points (negative external balance). substantiated reason. Yours sincerely Against this backdrop, beauty care and The members of IKW focus on com- home care products demonstrated munication based on unbiased and again their role as the main drivers of understandable information about private consumption. Both markets products, manufacturing, enviromental continued to grow in 2013: beauty and health issues – and they success- care products rose by 0.6 % in terms of fully do so, as proven by the large con- value, and consumers spent 0.2 % more sumer acceptance. As a central contact Dr. Rüdiger Mittendorff on home care products. point, the website of our two divisions, President Home Care and Beauty Care, with their information offering tailored to cur- rent topics have perfectly proven their worth. We will continue to intensify our active dialogue with scientists, public authorities, consumer organisa- tions and other stakeholders, which critically accompany our activities. 3 ECONOMIC DEVELOPMENT IKW, the German Cosmetic, Toiletry, Perfumery and Detergent Association, re- presents companies whose products are close to consumers. The beauty care products contribute towards health, beauty and wellbeing by helping people to cleanse and care for themselves. The home care products are necessary to clean, care for and preserve the value of the home, clothes and shoes as well as cars and other utensils. The products of the beauty care and home care industry are an important pillar of private consumption in Germany. In 2013 sales value with beauty care products increased by 0.6 % versus 2012 and by 0.2 % for home care products. Both product ranges were again important drivers of domestic demand. PER CAPITA CONSUMPTION OF BEAUTY CARE PRODUCTS 2012 Beauty Care Product Market In Euro Germany 2010 – 2013 272 Switzerland in million € at retail sales prices 252 Norway 188 Denmark 12,492 12,673 12,819 12,896 182 Sweden 178 Belgium/Luxemburg 169 Netherlands 167 Finland 161 United Kingdom 160 France 167 252 159 Italy 157 Germany 151 Austria 68 182 2010 2011 2012 2013 147 Spain 56 143 Ireland 188 The spending on beauty care products 52 128 Europe increased in 2013 by EUR 77 million 124 Portugal 143 to a total of EUR 12.896 billion; this 116 European Union 161 169 72 90 Slovakia 157 corresponds to a 0.6 % rise. 178 73 75 Greece 90 75 Slovenia 151 68 73 Czech Republic 160 272 75 42 72 Poland Please note: 68 Hungary 159 The 2013 market figures are based 68 Estonia 38 56 Latvia on a projection by IKW on the basis 147 52 Lithuania 124 75 of the data of Information Resources 42 Romania GmbH for January to September 38 Bulgaria 2013. Source: Statistics 2012, Cosmetics Europe 4 HAIR CARE PRODUCTS DECORATIVE COSMETICS LADIES FRAGRANCES in million € in million € in million € 1,439 1,060 1,055 1,392 1,042 3,055 1,352 3,018 2,990 2,998 1,299 992 2010 2011 2012 2013 2010 2011 2012 2013 2010 2011 2012 2013 With total sales value of EUR 3.055 With more than 11 % of the overall With more than EUR 1 billion sales billion hair care products accounted market, the category of decorative value ladies fragrances represent more for approximately one-fourth of the cosmetics is the third largest segment. than 8 % of the overall market. In beauty care market. With a 1.2 % rise, The sale of these products contributed 2013 the trend towards higher valued they were again the largest category of EUR 47 million to the overall market brand and luxury products remains goods on this market in 2013. Despite growth in 2013. The positive feeling of uninterrupted. an ongoing strong competition and an attractively made-up face is desired price pressure this category was able by an increasing number of consumers, to slightly increase again. The higher so that this category grew by 3.4 % to BATH AND SHOWER PREPARATIONS economic value added on the market EUR 1.439 billion. in million € is more particularly illustrated by the market launches for cures and hair oils. 836 836 ORAL AND DENTAL CARE PRODUCTS in million € 813 SKIN AND FACE CARE PRODUCTS 1,385 in million € 1,380 805 2,810 1,370 2,796 2010 2011 2012 2013 1,351 The market for bath and shower 2,789 preparations remained flat versus prior 2,780 year at EUR 836 million. 2010 2011 2012 2013 Oral and dental care products are the 2010 2011 2012 2013 fourth largest segment, with a market Skin and face care products represent share of slightly above one-tenth. With the second largest sub-market in beauty a growth rate of 0.4 % they continued care with a market share of more than the uptrend of the past years and rose by one-fifth. With an 0.8 % rise to EUR EUR 5 million to EUR 1.385 billion. 2.81 billion they developed more posi- tively than the overall market. 5 ECONOMIC DEVELOPMENT An ut praesequat lut velenim nismodit, velenim vulput nisit numDEODORANTS quisi. Wisi ercin et am iriuscilisSOAPS ANDet at. SY NDETSBorper senit praes OTHER BEAUTY CARE PRODUCTS* loremin million € trud moloreet nulla consectein million Dolenis€ nos nulputpat in million € sequamet wisl et landre mod er sed magna facidunt ing et, vullumsandre Ommodio737 739core venit, con hendipissi.366 366 354 446 446 723 438 711 339 434 2010 2011 2012 2013 2010 2011 2012 2013 2010 2011 2012 2013 Deodorants rose by 0.3 %. This corre- The market segment soaps and syndets Sales value with other beauty care pro- sponded to a growth of EUR 2 million was not able to maintain its prior ducts recorded a decrease in sales value to total sales value of now EUR 739 year level. It dropped in 2013 by EUR of 2.7 % to EUR 434 million in 2013. million. 12 million to EUR 354 million. Merely baby care products increased their sales value by 0.7 % to EUR 143 million. Foot care products decreased, MEN’S FRAGRANCES SHAVING CARE PRODUCTS, however, by 3.9 %. Their market volume in million € AFTERSHAVES AND PRE-SHAVES dropped to EUR 146 million. The 525 in million € segment of depilatories did not reach its prior year growth rate – this market 506 524 declined by 4.6 % to EUR 145 million. 282 * Foot care products, depilatories and baby 276 270 care products without shampoos/bath and 265 shower preparations/soaps 487 2010 2011 2012 2013 2010 2011 2012 2013 The market for men’s fragrances continues to be based primarily on The product range of shaving care pro- established brands and records a slight ducts, aftershaves and pre-shaves was decline in sales value of EUR 1 million again under a strong price and margin to EUR 524 million. pressure in 2013. The market volume dropped by 1.9 % to EUR 265 million. Sales value aftershaves/pre-shaves 2013: EUR 159 million, 2012 EUR 162 million Sales value shaving care products (ladies and men) 2013: EUR 106 million, 2012: EUR 108 million 6 LIGHT-DUTY LAUNDRY DETERGENTS in million € 207 202 201 201 2010 2011 2012 2013 Sales value with light-duty laundry detergents remained flat in 2013 at EUR 201 million.