Germany is still considered a leader in natural beauty

By Katie Bird

- Last updated on GMT

Related tags Natural personal care Cosmetics Personal care Marketing Germany

Germany is still one of the strongest markets for natural beauty and personal care products, according to organisers of the natural trade show Vivaness.

The trade fair for natural personal care and wellness will be held in Nürnberg, Germany early next year and the organisers promise over 200 exhibitors and more than 46,000 trade visitors.

Vivaness is organised as part of Biofach, an international trade show concentrating on the organic food market.

According to the organisers, sales of natural personal care in Germany reached €613m in 2007, which represents a market share of 5 per cent.

Furthermore, nearly a fifth of German consumers have dabbled at least once in the natural cosmetics market in the last year, a significant increase on previous years.

“18 per cent of German consumers bought certified natural personal care products at least once between August 2007 and July 2008, which means customer reach has increased by almost 40 percent in the past two years,”​ explained Frauke Scheffer from the consumer research institute GfK.

In addition to a growing consumer base, the retail channels offering natural products are also diversifying.

The show organisers reference Elfriede Dambacher’s Natural Cosmetics Report 2008 in which she highlights the importance of differing retail channels within the sector.

Organic food shops, health food shops and natural cosmetics stores still corner nearly half of the sales, according to the report, however less traditional channels are also making their mark.

Drugstores and pharmacies capture nearly 40 per cent of the sales, and perfumeries, a relatively new addition to the scene which at present are responsible for only 4 per cent of sales, are tipped for significant future growth.

The show organisers also highlight the international nature of the show with exhibitors from 22 nations registered for next year’s event, reflecting the growing global popularity of the sector.

They note that France, followed closely by Great Britain and Italy, is the most dynamic market in the naturals sector but that the USA and Asia are growing markets whose significance for the sector should not be ignored.

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