Gartner L2 Digital IQ Index  November 16, 2014

Personal Care: Germany 2014

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The inaugural Personal Care Germany Digital IQ Index assesses 59 Personal Care brands across nine categories: Hair Care, Bath & Shower, Diapers, Shaving & Hair Removal, Sun Care, Oral Care, Deodorants, Sanitary Protection, and Personal Care Electronics. The dominance of discounters in the grocery market has stunted the development of a robust online supermarket experience in Germany leaving the playing field wide open for Amazon. This study looks at the e-tailer environment, enterprise investments, and brands performance across their digital touch points.

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Personal Care: Germany 2014

November 16, 2014
· 222 views Along with the Digital IQ Index: Personal Care | Germany, L2 released an animated video with highlights from the study. Here are a few: – The dominance of grocery discounters has stunted the development of supermarkets in Germany. Services such as click-and collect are not as prevalent as they are in France and the U.K. This has left the Personal Care e-commerce field wide open for Amazon, which has captured more than a quarter of the online retail market. – Germans are unique in their payment preferences. Forty-two percent prefer to pay on account while just 8% like to use credit cards. – Procter & Gamble has made digital investments in Germany, with a cross-brand, direct-to-consumer e-commerce site – Germans are less active on social media than their counterparts in France and the UK. Just 17% of Personal Care brands in the study have a German Twitter account vs. 81% of brands in the UK study. – Even vlogger collaborations such as Garnier’s have failed to bring meaningful activity to Germany’s dry social media environment. Download an excerpt here of the report: View More: Signup for updates: Follow us on LinkedIn: Follow us on Twitter: Follow us on Facebook:

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