No products
More info
Following a robust performance in 2019, luxury goods is set to record a significant value decline of 14% in 2020, compared to the strong growth of 12% in 2019. As the COVID-19 virus spread across Germany, the government installed a lockdown from March 2020, which closed all non-essential retailers and put travel restrictions in place. Experiential luxury was particularly affected, with a high proportion of sales in these areas generated from inbound tourists. Therefore, the closure of hotels and...
Euromonitor International's Luxury Goods in Germany report offers a comprehensive guide to the size and shape of the Luxury Goods market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market and their effects on Luxury Goods retailing along with the development of consumers' shopping patterns. Forecasts to 2025 illustrate how the market is set to change
Product coverage: Experiential Luxury, Fine Wines/Champagne and Spirits, Personal Luxury, Premium and Luxury Cars.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
Get a detailed picture of the Luxury Goods market; Pinpoint growth sectors and identify factors driving change; Understand the competitive environment, the market's major players and leading brands; Use five-year forecasts to assess how the market is predicted to develop.TABLE OF CONTENTS
List OF CONTENTS AND TABLES
EXECUTIVE SUMMARY
COVID-19 impact on luxury goods
COVID-19 country impact
Company response
Retailing shift
What next for luxury goods?
MARKET INDICATORS
Table 1 Number of High Net Worth Individuals (HNWI): 2015-2020MARKET DATA
Table 2 Sales of Luxury Goods by Category: Value 2015-2020 Table 3 Sales of Luxury Goods by Category: % Value Growth 2015-2020 Table 4 Inbound Receipts for Luxury Goods by Country of Origin: Value 2015-2020 Table 5 NBO Company Shares of Luxury Goods: % Value 2015-2019 Table 6 LBN Brand Shares of Luxury Goods: % Value 2016-2019 Table 7 Distribution of Luxury Goods by Format and Category: % Value 2020 Table 8 Forecast Sales of Luxury Goods by Category: Value 2020-2025 Table 9 Forecast Sales of Luxury Goods by Category: % Value Growth 2020-2025DISCLAIMER
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
SOURCES
Summary 1 Research SourcesKEY DATA FINDINGS
2020 IMPACT
A lack of international travellers leads to a severe decline in growth for 2020
Lack of business conferences and events stifles growth for luxury hotels
Opportunities for niche businesses grow as consumers visit domestic locations
RECOVERY AND OPPORTUNITIES
Increased demand across the early forecast period boosts growth for experiential luxury
Operators will focus on health and safety to entice consumers back for visits
Strong finances put players in a solid position to recover over the forecast period
CATEGORY DATA
Table 10 Sales of Experiential Luxury by Category: Value 2015-2020 Table 11 Sales of Experiential Luxury by Category: % Value Growth 2015-2020 Table 12 NBO Company Shares of Experiential Luxury: % Value 2015-2019 Table 13 LBN Brand Shares of Experiential Luxury: % Value 2016-2019 Table 14 Forecast Sales of Experiential Luxury by Category: Value 2020-2025 Table 15 Forecast Sales of Experiential Luxury by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Lockdown and store closures lead to a decline in sales for 2020
A lack of international travellers impacts sales of luxury foodservice
Giorgio Armani dominates luxury foodservice
RECOVERY AND OPPORTUNITIES
Luxury consumers and international travellers drive growth over the forecast period
An increased focus on experiences drives growth for the coming years
German luxury foodservice is small, set to remain the case over the early forecast period
CATEGORY DATA
Table 16 Sales in Luxury Foodservice: Value 2015-2020 Table 17 Sales in Luxury Foodservice: % Value Growth 2015-2020 Table 18 NBO Company Shares in Luxury Foodservice: % Value 2015-2019 Table 19 LBN Brand Shares in Luxury Foodservice: % Value 2016-2019 Table 20 Forecast Sales in Luxury Foodservice: Value 2020-2025 Table 21 Forecast Sales in Luxury Foodservice: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Hotels are unable to run full operations, with buffets and spa services cancelled
Cancelled events leads to a decline in bookings for luxury hotels
Domestic tourism focuses on luxury hotels in remote areas
RECOVERY AND OPPORTUNITIES
International travellers and strict safety protocols boost the recovery
Wellness retreats drive growth, as mental wellness becomes a growing trend
The strong finances and reputations of many luxury hotels will benefit recovery
CATEGORY DATA
Table 22 Sales in Luxury Hotels: Value 2015-2020 Table 23 Sales in Luxury Hotels: % Value Growth 2015-2020 Table 24 Sales in Luxury Hotels by Country of Origin: % Value 2015-2020 Table 25 NBO Company Shares in Luxury Hotels: % Value 2015-2019 Table 26 LBN Brand Shares in Luxury Hotels: % Value 2016-2019 Table 27 Forecast Sales in Luxury Hotels: Value 2020-2025 Table 28 Forecast Sales in Luxury Hotels: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Cancelled occasions and events lead to a decline in sales for 2020
Limited nightlife leads to increased consumption within the household
Specialist retailers close, as hypermarkets run promotions and offers to boost sales
RECOVERY AND OPPORTUNITIES
Recovery aligns to consumers feeling confident to visit off-trade establishments
Following a spike in growth during 2020, e-commerce is set to continue its rise
Luxury cognac and brandy record the weakest performance across the forecast period
CATEGORY DATA
Table 29 Sales of Fine Wines/Champagne and Spirits by Category: Value 2015-2020 Table 30 Sales of Fine Wines/Champagne and Spirits by Category: % Value Growth 2015-2020 Table 31 NBO Company Shares of Fine Wines/Champagne and Spirits: % Value 2015-2019 Table 32 LBN Brand Shares of Fine Wines/Champagne and Spirits: % Value 2016-2019 Table 33 Distribution of Fine Wines/Champagne and Spirits by Format: % Value 2015-2020 Table 34 Forecast Sales of Fine Wines/Champagne and Spirits by Category: Value 2020-2025 Table 35 Forecast Sales of Fine Wines/Champagne and Spirits by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Financial insecurities lead to a decline in sales, as consumers postpone purchases
The popularity of e-cars drives sales in the luxury landscape
German players lead the landscape; however, changes are made due to COVID-19
RECOVERY AND OPPORTUNITIES
Recovery is expected from 2021, driven by a shift towards high-value cars
Recovery is aided by the government's financial support of e-mobility
A focus on premium brands and the promotion of e-cars drives sales
CATEGORY DATA
Table 36 Sales of Premium and Luxury Cars: Value 2015-2020 Table 37 Sales of Premium and Luxury Cars: % Value Growth 2015-2020 Table 38 NBO Company Shares of Premium and Luxury Cars: % Value 2015-2019 Table 39 LBN Brand Shares of Premium and Luxury Cars: % Value 2016-2019 Table 40 Forecast Sales of Premium and Luxury Cars: Value 2020-2025 Table 41 Forecast Sales of Premium and Luxury Cars: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Financial insecurity and the rise of unemployment leads to a decline in growth
Trading down leads to declining sales for luxury brands
Luxury travel is hit the worst, as super premium skincare is more resilient
RECOVERY AND OPPORTUNITIES
Recovery aligns to consumers feeling confident to shop in public once more
E-commerce records heightened growth, having been boosted by the outbreak of COVID-19
International players increase their focus on online platforms above physical retailers
CATEGORY DATA
Table 42 Sales of Personal Luxury by Category: Value 2015-2020 Table 43 Sales of Personal Luxury by Category: % Value Growth 2015-2020 Table 44 NBO Company Shares of Personal Luxury: % Value 2015-2019 Table 45 LBN Brand Shares of Personal Luxury: % Value 2016-2019 Table 46 Distribution of Personal Luxury by Format: % Value 2015-2020 Table 47 Forecast Sales of Personal Luxury by Category: Value 2020-2025 Table 48 Forecast Sales of Personal Luxury by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
The lack of international tourists leads to declining sales in 2020
Store closures and consumers ongoing cautious behaviour in public, results in declining foot traffic
E-commerce grows as consumers feel comfortable buying apparel and footwear online
RECOVERY AND OPPORTUNITIES
Recovery aligns to domestic consumers confidence to return to physical stores
Mergers and acquisitions are expected, as smaller players struggle to recover
Both retailers and brands focus on improving their e-commerce offerings
CATEGORY DATA
Table 49 Sales of Designer Apparel and Footwear (Ready-to-Wear) by Category: Value 2015-2020 Table 50 Sales of Designer Apparel and Footwear (Ready-to-Wear) by Category: % Value Growth 2015-2020 Table 51 NBO Company Shares of Designer Apparel and Footwear (Ready-to-Wear): % Value 2015-2019 Table 52 LBN Brand Shares of Designer Apparel and Footwear (Ready-to-Wear): % Value 2016-2019 Table 53 Distribution of Designer Apparel and Footwear (Ready-to-Wear) by Format: % Value 2015-2020 Table 54 Forecast Sales of Designer Apparel and Footwear (Ready-to-Wear) by Category: Value 2020-2025 Table 55 Forecast Sales of Designer Apparel and Footwear (Ready-to-Wear) by Category: % Value Growth 2020-2025FINDINGS
2020 IMPACT
Consumers halt purchases or trade down due to the outbreak of COVID-19
Luxottica Germany records a decline in share due to the COVID-19 pandemic
A strong social media and e-commerce presence aids Gucci during the pandemic
RECOVERY AND OPPORTUNITIES
Negative value growth for 2021, as mid-level consumers remain wary of big-ticket purchases
Players focus on volume sales during times of economic uncertainty
The growing trend of mindful luxury impacts the landscape over the coming years
CATEGORY DATA
Table 56 Sales of Luxury Eyewear by Category: Value 2015-2020 Table 57 Sales of Luxury Eyewear by Category: % Value Growth 2015-2020 Table 58 NBO Company Shares of Luxury Eyewear: % Value 2015-2019 Table 59 LBN Brand Shares of Luxury Eyewear: % Value 2016-2019 Table 60 Distribution of Luxury Eyewear by Format: % Value 2015-2020 Table 61 Forecast Sales of Luxury Eyewear by Category: Value 2020-2025 Table 62 Forecast Sales of Luxury Eyewear by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
A lack of social events partners with store closures, resulting in declining sales for 2020
Luxury fine jewellery benefits from an older, wealthier consumer base
Major players focus on e-commerce as instore sales decline
RECOVERY AND OPPORTUNITIES
Demand increases as social occasions and events take place once more
Smaller players leave the landscape, while top international brands have stronger recoveries
E-commerce is set to rise, as players focus on generating online sales
CATEGORY DATA
Table 63 Sales of Luxury Jewellery by Category: Value 2015-2020 Table 64 Sales of Luxury Jewellery by Category: % Value Growth 2015-2020 Table 65 NBO Company Shares of Luxury Jewellery: % Value 2015-2019 Table 66 LBN Brand Shares of Luxury Jewellery: % Value 2016-2019 Table 67 Distribution of Luxury Jewellery by Format: % Value 2015-2020 Table 68 Forecast Sales of Luxury Jewellery by Category: Value 2020-2025 Table 69 Forecast Sales of Luxury Jewellery by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Increasing price-sensitivity and a lack of social events leads to a decline in growth
Store closures and consumers cautious behaviour in public leads to an increase in sales for e-commerce
Luxury travel goods record the steepest decline as business and leisure trips are cancelled
RECOVERY AND OPPORTUNITIES
Recovery will start from 2021, with sales matching pre-COVID-19 levels from 2023
The return of travel boosts growth across the forecast period
E-commerce has strong potential for growth across the forecast period
CATEGORY DATA
Table 70 Sales of Luxury Leather Goods: Value 2015-2020 Table 71 Sales of Luxury Leather Goods: % Value Growth 2015-2020 Table 72 NBO Company Shares of Luxury Leather Goods: % Value 2015-2019 Table 73 LBN Brand Shares of Luxury Leather Goods: % Value 2016-2019 Table 74 Distribution of Luxury Leather Goods by Format: % Value 2015-2020 Table 75 Forecast Sales of Luxury Leather Goods: Value 2020-2025 Table 76 Forecast Sales of Luxury Leather Goods: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Luxury portable consumer electronics decline as consumers focus on essential items
Tag Heuer launches new products, despite the outbreak of COVID-19
The landscape struggles against competition from non-luxury counterparts
RECOVERY AND OPPORTUNITIES
Luxury wearables recover, as luxury mobile phones record an ongoing decline
E-commerce continues to grow, as consumers appreciate the ease of the channel
Luxury mobile phones will continue to lose value share in Germany, recording a decline across the forecast period
CATEGORY DATA
Table 77 Sales of Luxury Portable Consumer Electronics by Category: Value 2015-2020 Table 78 Sales of Luxury Portable Consumer Electronics by Category: % Value Growth 2015-2020 Table 79 NBO Company Shares of Luxury Portable Consumer Electronics: % Value 2015-2019 Table 80 LBN Brand Shares of Luxury Portable Consumer Electronics: % Value 2016-2019 Table 81 Distribution of Luxury Portable Consumer Electronics by Format: % Value 2015-2020 Table 82 Forecast Sales of Luxury Portable Consumer Electronics by Category: Value 2020-2025 Table 83 Forecast Sales of Luxury Portable Consumer Electronics by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
A lack of international travellers and social events impacts sales
Players face disruptions to supply chains due to the outbreak of COVID-19
Campaigns and promotional activities were cancelled throughout 2020
RECOVERY AND OPPORTUNITIES
The return of international travellers drives sales, as consumers grow confident, returning to stores
E-commerce share grows for luxury timepieces, as growth seen in 2020 continues across the forecast period
Cartier and Patex Philippe focus on improving their online presence
CATEGORY DATA
Table 84 Sales of Luxury Timepieces by Category: Value 2015-2020 Table 85 Sales of Luxury Timepieces by Category: % Value Growth 2015-2020 Table 86 NBO Company Shares of Luxury Timepieces: % Value 2015-2019 Table 87 LBN Brand Shares of Luxury Timepieces: % Value 2016-2019 Table 88 Distribution of Luxury Timepieces by Format: % Value 2015-2020 Table 89 Forecast Sales of Luxury Timepieces by Category: Value 2020-2025 Table 90 Forecast Sales of Luxury Timepieces by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Store closures and economic uncertainty leads to declining growth for luxury writing instruments and stationery
Montblanc store closures impact sales, however, consumers migrate to e-commerce for gift-giving occasions
The lack of international travellers has less impact on the performance of luxury writing instruments and stationary
RECOVERY AND OPPORTUNITIES
The strong tradition of purchasing luxury writing instruments will aid the recovery of the landscape
E-commerce has the opportunity to drive growth, increasing its presence from 2020
Advancements in technology drive growth for luxury stationery over the forecast period
CATEGORY DATA
Table 91 Sales of Luxury Writing Instruments and Stationery: Value 2015-2020 Table 92 Sales of Luxury Writing Instruments and Stationery: % Value Growth 2015-2020 Table 93 NBO Company Shares of Luxury Writing Instruments and Stationery: % Value 2015-2019 Table 94 LBN Brand Shares of Luxury Writing Instruments and Stationery: % Value 2016-2019 Table 95 Distribution of Luxury Writing Instruments and Stationery by Format: % Value 2015-2020 Table 96 Forecast Sales of Luxury Writing Instruments and Stationery: Value 2020-2025 Table 97 Forecast Sales of Luxury Writing Instruments and Stationery: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Super premium fragrances and colour cosmetics suffer as consumers spend more time indoors
Super premium skin care records small losses despite the COVID-19 outbreak
E-commerce records extraordinary growth in super premium beauty and personal care
RECOVERY AND OPPORTUNITIES
Healthy, natural super premium products support the recovery of the landscape across the forecast period
Polarisation will help revive the landscape across the coming years
Personalisation and aligning to consumer demands drives sales
CATEGORY DATA
Table 98 Sales of Super Premium Beauty and Personal Care by Category: Value 2015-2020 Table 99 Sales of Super Premium Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 100 NBO Company Shares of Super Premium Beauty and Personal Care: % Value 2015-2019 Table 101 LBN Brand Shares of Super Premium Beauty and Personal Care: % Value 2016-2019 Table 102 Distribution of Super Premium Beauty and Personal Care by Format: % Value 2015-2020 Table 103 Forecast Sales of Super Premium Beauty and Personal Care by Category: Value 2020-2025 Table 104 Forecast Sales of Super Premium Beauty and Personal Care by Category: % Value Growth 2020-2025