Germany: 10% plus for natural & organic cosmetics
The German market for natural and organic cosmetics achieved an outstanding result in 2015. Turnover of controlled natural and organic cosmetics increased by 10 % and grew to €1.1bn.
The German market for natural and organic cosmetics has been growing very dynamically for years and in 2015 we again saw a brilliant above-average growth rate, whereas the growth of cosmetics products with a few natural ingredients (nature-based cosmetics) inweakened to 1.6%. The conventional cosmetics market increased by 2.4% (see our earlier report).
Elfriede Dambacher, Naturkosmetik Verlag, Kristine Thum (IRi Market Research) and Denise Nordbeck (GfK Consumer Scan) continued their practice at the Vivaness Congress of presenting the results of their joint market research project for the German natural and organic cosmetics market.
Sales channels: drugstores continue to be in the lead
Drugstores continue to dominate to a significant extent in the sales channels and they are the preferred outlet for buying natural and organic cosmetics. Turnover is still being driven by worries about problematic contents and also by the fact that consumption is becoming increasingly value-oriented, Elfriede Dambacher explained. This market expert explained that these long-term trends are continuing to determine market development.
As examples of trends in the case of manufacturers of natural and organic cosmetics as expressed in their products she gave design, innovations and new technologies, regionality of raw materials, detoxing the inside and outside of the body and, not least, the trend from the USA, Do-it-Yourself cosmetics.
She pointed out that there are many different aspects involved in opting to buy natural and organic cosmetics all round the world - overseas, for example, the focus is predominantly on nature-based cosmetics – but the fact is that worldwide we are seeing growth in green cosmetics. In future, it will become increasingly important for manufacturers and the trade to react rapidly to trends and consumer demand: “It’s essential to address customers as specific target groups; the “one fits all” approach is no longer in keeping with the times,” Dambacher asserted.