Germany – state of flux


Financially, 2010 proved a middling year for Germany’s C&T market. However recent product launches from international and local brands in fragrance, colour and skin care mean 2011 may prove more successful, despite a rocky year for hair care. Meanwhile Germany’s drugstores dominated retail and luxury outperformed mass

By the end of 2010 Germany’s C&T market had largely put its financial woes behind it. But with 2011 bringing renewed fears of economic difficulties, many are struggling to stay positive in such an uncertain market. But that’s not to say there aren’t bright spots on the horizon, as Katie Middleweek reports

Following a positive 2009, the German C&T market had a generally upbeat 2010 with many new launches, campaigns and innovations rolled out to whet the appetite of consumers.

However, according to 2010 figures from industry body IKW (Industrieverband Korperflege und Waschmittel), which tracks the mass market, it recorded a much more mixed set of results than in 2009, reflecting a more tumultuous year than many expected. The total market value of the C&T sector actually fell by a small, but not insignificant, 0.4% in 2010. Compared to 2009, where almost every sub-sector made a gain, there were some losses in the past year.


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