Gartner for Marketers Research

Gartner L2 Digital IQ Index March 19, 2018

FMCG Germany 2018

Germany remains a relatively stable market for fast‑moving consumer goods (FMCG). While Index brands have boxed out the longer tail threatening brands in the U.S. and the U.K., brands in Germany face competition from known players. But the lackluster digital development of local retailers has left brands dependent on Amazon, where few have adjusted to the active platform management necessary to win. Without scaled co‑promotion from retailers, the onus is on FMCG brands to take an active role in strategies across Amazon, Google and social platforms.

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    Rankings

    74 Brands

    Key

    • Genius

    • Gifted

    • Average

    • Challenged

    • Feeble

    Rank

    Brand

    Class

    1

    Nivea

    Genius

    2

    Pampers

    Gifted

    3

    L'Oreal Paris

    Gifted

    4

    Philips

    Gifted

    5

    Oral-B

    Gifted

    6

    Garnier

    Gifted

    6

    O.B.

    Gifted

    8

    Gillette

    Gifted

    9

    Braun

    Gifted

    10

    Dove

    Gifted

    11

    Axe Germany

    Gifted

    12

    Veet

    Gifted

    13

    Always

    Gifted

    13

    Nivea Men

    Gifted

    15

    Lenor

    Average

    16

    Ariel

    Average

    17

    Elmex

    Average

    18

    Ratiopharm

    Average

    19

    Schwarzkopf

    Average

    20

    Persil UK

    Average

    21

    Neutrogena

    Average

    22

    Finish

    Average

    23

    Tena

    Average

    24

    Frosch

    Average

    25

    Olaz

    Average

    25

    Swiffer

    Average

    27

    Wilkinson Sword

    Challenged

    28

    Blend-A-Med

    Challenged

    28

    Eucerin

    Challenged

    30

    Somat

    Challenged

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