Laundry Care in Germany

Euromonitor International, July 2012, Pages: 41

As in recent years, albeit to a somewhat greater degree, environmentally-friendly products came into the focus of manufacturers, retailers and consumers alike in laundry care in Germany. However, while Germans are – by international standards – clearly above average in terms of environmental awareness and behaviour, as far as laundry care products are concerned, “green” products are in the long run only accepted if they provide a perfect cleaning result and are also able to offer additional...

Euromonitor International's Laundry Care in Germany market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), 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 - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2016 illustrate how the market is set to change.

Product coverage: Carpet Cleaners, Fabric Softeners, Laundry Aids, Laundry Detergents.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
- Get a detailed picture of the Laundry Care 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.

LAUNDRY CARE IN GERMANY
Euromonitor International
July 2012

LIST OF CONTENTS AND TABLES

Headlines
Trends
Competitive Landscape
Prospects
Category Indicators
Table 1 Household Possession of Washing Machines 2006-2011
Category Data
Table 2 Automatic Detergents by Type: % value analysis 2006/2011
Table 3 Sales of Laundry Care by Category: Value 2006-2011
Table 4 Sales of Laundry Care by Category: % Value Growth 2006-2011
Table 5 Sales of Laundry Aids by Category: Value 2006-2011
Table 6 Sales of Laundry Aids by Category: % Value Growth 2006-2011
Table 7 Sales of Laundry Detergents by Category: Value 2006-2011
Table 8 Sales of Laundry Detergents by Category: % Value Growth 2006-2011
Table 9 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2008-2011
Table 10 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2006-2011
Table 11 Laundry Care Company Shares 2007-2011
Table 12 Laundry Care Brand Shares 2008-2011
Table 13 Laundry Aids Company Shares 2007-2011
Table 14 Laundry Aids Brand Shares 2008-2011
Table 15 Laundry Detergents Company Shares 2007-2011
Table 16 Laundry Detergents Brand Shares 2008-2011
Table 17 Forecast Sales of Laundry Care by Category: Value 2011-2016
Table 18 Forecast Sales of Laundry Care by Category: % Value Growth 2011-2016
Burnus GmbH in Home Care (germany)
Strategic Direction
Key Facts
Summary 1 Burnus GmbH: Key Facts
Summary 2 Burnus GmbH: Operational Indicators
Company Background
Production
Summary 3 Burnus GmbH: Production Statistics 2011
Competitive Positioning
Summary 4 Burnus GmbH: Competitive Position 2011
Fit GmbH in Home Care (germany)
Strategic Direction
Key Facts
Summary 5 Fit GmbH: Key Facts
Summary 6 Fit GmbH: Operational Indicators
Company Background
Production
Summary 7 Fit GmbH: Production Statistics 2011
Competitive Positioning
Summary 8 Fit GmbH: Competitive Position 2011
Henkel AG & Co KGaA in Home Care (germany)
Strategic Direction
Key Facts
Summary 9 Henkel AG & Co KGaA: Key Facts
Company Background
Production
Competitive Positioning
Summary 10 Henkel AG & Co KGaA: Competitive Position 2011
Procter & Gamble Germany & Co Operations Ohg in Home Care (germany)
Strategic Direction
Key Facts
Summary 11 Procter & Gamble Germany & Co Operations OHG: Key Facts
Company Background
Production
Summary 12 Procter & Gamble Germany & Co Operations OHG: Production Statistics 2011
Competitive Positioning
Summary 13 Procter & Gamble Germany & Co Operations OHG: Competitive Position 2011
Reckitt Benckiser Deutschland GmbH in Home Care (germany)
Strategic Direction
Key Facts
Summary 14 Reckitt Benckiser Deutschland GmbH: Key Facts
Summary 15 Reckitt Benckiser Deutschland GmbH: Operational Indicators
Company Background
Production
Summary 16 Reckitt Benckiser Deutschland GmbH: Production Statistics 2011
Competitive Positioning
Summary 17 Reckitt Benckiser Deutschland GmbH: Competitive Position 2011
Werner & Mertz GmbH in Home Care (germany)
Strategic Direction
Key Facts
Summary 18 Werner & Mertz GmbH: Key Facts
Summary 19 Werner & Mertz GmbH: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 20 Werner & Mertz GmbH: Competitive Position 2011
Executive Summary
Slight Growth for Mature Home Care Industry Reflects Economy in 2011
Eurozone Concerns Impact Consumer Confidence
Multinationals and Private Label Dominate
Health and Beauty Retailers Play Key Role in German Home Care Sales
Limited Growth Opportunities for Mature Industry
Key Trends and Developments
Economic Recovery Supports Retail Value Sales of Home Care in Germany
Multinationals and Private Label Products Both in Strong Position
the Quest for Effective and Convenient Products Continues
Environmentally-friendly Germans Look for "green" Products
Shrinking Household Size and Growing Multiculturalism Influences Demand
Market Indicators
Table 19 Households 2006-2011
Market Data
Table 20 Sales of Home Care by Category: Value 2006-2011
Table 21 Sales of Home Care by Category: % Value Growth 2006-2011
Table 22 Home Care Company Shares 2007-2011
Table 23 Home Care Brand Shares 2008-2011
Table 24 Penetration of Private Label by Category 2006-2011
Table 25 Sales of Home Care by Distribution Format: % Analysis 2006-2011
Table 26 Sales of Home Care by Category and Distribution Format: % Analysis 2011
Table 27 Forecast Sales of Home Care by Category: Value 2011-2016
Table 28 Forecast Sales of Home Care by Category: % Value Growth 2011-2016
Definitions
Sources
Summary 21 Research Sources

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