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Home Care in Germany

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    Report

  • 64 Pages
  • April 2023
  • Region: Germany
  • Euromonitor International
  • ID: 2640608
Home care products in Germany are widely available and are considered everyday household essentials, thereby offering a traditionally stable market environment. However, 2022 was defined more unusually by the effects of inflation and the cost-of-living crisis which was common across all major Western European markets.

The analyst's Home 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 2027 illustrate how the market is set to change.

Product Coverage:
Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.

Data Coverage:
Market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

  • Get a detailed picture of the Home 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.

Table of Contents

HOME CARE IN GERMANY
EXECUTIVE SUMMARY
  • Home care in 2022: The big picture
2022 key trends
  • Competitive landscape
  • Retailing developments
  • What next for home care?
MARKET INDICATORS
  • Table 1 Households 2017-2022
MARKET DATA
  • Table 2 Sales of Home Care by Category: Value 2017-2022
  • Table 3 Sales of Home Care by Category: % Value Growth 2017-2022
  • Table 4 NBO Company Shares of Home Care: % Value 2018-2022
  • Table 5 LBN Brand Shares of Home Care: % Value 2019-2022
  • Table 6 Penetration of Private Label in Home Care by Category: % Value 2017-2022
  • Table 7 Distribution of Home Care by Format: % Value 2017-2022
  • Table 8 Distribution of Home Care by Format and Category: % Value 2022
  • Table 9 Forecast Sales of Home Care by Category: Value 2022-2027
  • Table 10 Forecast Sales of Home Care by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
  • Summary 1 Research Sources
LAUNDRY CARE IN GERMANYKEY DATA FINDINGS
2022 DEVELOPMENTS
  • Stable demand and significant value growth for laundry care in 2022
  • Sales boosted across convenience-oriented offerings
  • High possession rate of washing machines detrimental to hand wash detergents
PROSPECTS AND OPPORTUNITIES
  • Stable conditions expected for laundry care over the forecast period
  • Popularity of liquid tablet detergents expected to increase
  • Innovative solutions being explored in sustainability and packaging
CATEGORY INDICATORS
  • Table 11 Household Possession of Washing Machines 2017-2022
  • CATEGORY DATA
  • Table 12 Sales of Laundry Care by Category: Value 2017-2022
  • Table 13 Sales of Laundry Care by Category: % Value Growth 2017-2022
  • Table 14 Sales of Laundry Aids by Category: Value 2017-2022
  • Table 15 Sales of Laundry Aids by Category: % Value Growth 2017-2022
  • Table 16 Sales of Laundry Detergents by Category: Value 2017-2022
  • Table 17 Sales of Laundry Detergents by Category: % Value Growth 2017-2022
  • Table 18 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2017-2022
  • Table 19 NBO Company Shares of Laundry Care: % Value 2018-2022
  • Table 20 LBN Brand Shares of Laundry Care: % Value 2019-2022
  • Table 21 NBO Company Shares of Laundry Aids: % Value 2018-2022
  • Table 22 LBN Brand Shares of Laundry Aids: % Value 2019-2022
  • Table 23 NBO Company Shares of Laundry Detergents: % Value 2018-2022
  • Table 24 LBN Brand Shares of Laundry Detergents: % Value 2019-2022
  • Table 25 Forecast Sales of Laundry Care by Category: Value 2022-2027
  • Table 26 Forecast Sales of Laundry Care by Category: % Value Growth 2022-2027
DISHWASHING IN GERMANYKEY DATA FINDINGS
2022 DEVELOPMENTS
  • Convenience and multipurpose functionality key growth drivers in 2022
  • Sustainability remains top of mind in Germany
  • Main players and sustainable new starters
PROSPECTS AND OPPORTUNITIES
  • Tablet format expected to remain a key growth area
  • Hand dishwashing to benefit from strong awareness of energy consumption
  • Sustainability to remain key driver of future sales
CATEGORY INDICATORS
  • Table 27 Household Possession of Dishwashers 2016-2021
  • CATEGORY DATA
  • Table 28 Sales of Dishwashing by Category: Value 2017-2022
  • Table 29 Sales of Dishwashing by Category: % Value Growth 2017-2022
  • Table 30 NBO Company Shares of Dishwashing: % Value 2018-2022
  • Table 31 LBN Brand Shares of Dishwashing: % Value 2019-2022
  • Table 32 Forecast Sales of Dishwashing by Category: Value 2022-2027
  • Table 33 Forecast Sales of Dishwashing by Category: % Value Growth 2022-2027
SURFACE CARE IN GERMANYKEY DATA FINDINGS
2022 DEVELOPMENTS
  • Surface care value growth driven by higher unit prices in 2022
  • Interest in multipurpose cleaners driven by demand for versatility
  • Private label gains ground in task-specific cleaners
PROSPECTS AND OPPORTUNITIES
  • Surface care to remain relevant in post-pandemic years
  • Multipurpose cleaners to continue to drive growth in surface care
  • Private label to benefit from ongoing price sensitivity
  • CATEGORY DATA
  • Table 34 Sales of Surface Care by Category: Value 2017-2022
  • Table 35 Sales of Surface Care by Category: % Value Growth 2017-2022
  • Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2017-2022
  • Table 37 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2017-2022
  • Table 38 NBO Company Shares of Surface Care: % Value 2018-2022
  • Table 39 LBN Brand Shares of Surface Care: % Value 2019-2022
  • Table 40 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2018-2022
  • Table 41 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2022
  • Table 42 Forecast Sales of Surface Care by Category: Value 2022-2027
  • Table 43 Forecast Sales of Surface Care by Category: % Value Growth 2022-2027
BLEACH IN GERMANYKEY DATA FINDINGS
2022 DEVELOPMENTS
  • Demand for bleach continues to decline in Germany
  • Dan Klorix remains dominant brand in bleach
  • Bleach not as commonly used in Germany compared to other markets
PROSPECTS AND OPPORTUNITIES
  • Innovation potential limited for bleach
  • Bleach to be negatively impacted by demand for eco-friendly alternatives
  • Dan Klorix projected to maintain lead
  • CATEGORY DATA
  • Table 44 Sales of Bleach: Value 2017-2022
  • Table 45 Sales of Bleach: % Value Growth 2017-2022
  • Table 46 NBO Company Shares of Bleach: % Value 2018-2022
  • Table 47 LBN Brand Shares of Bleach: % Value 2019-2022
  • Table 48 Forecast Sales of Bleach: Value 2022-2027
  • Table 49 Forecast Sales of Bleach: % Value Growth 2022-2027
TOILET CARE IN GERMANYKEY DATA FINDINGS
2022 DEVELOPMENTS
  • Demand for toilet care drops below pre-pandemic levels in 2022
  • Rim blocks maintains popularity in 2022
  • Further declines for in-cistern devices in Germany
PROSPECTS AND OPPORTUNITIES
  • Projected value declines as toilet care settles into post-pandemic norms
  • Affordability, convenience and sustainability will remain top of mind
  • Eco-friendly players to further enter the category
  • CATEGORY DATA
  • Table 50 Sales of Toilet Care by Category: Value 2017-2022
  • Table 51 Sales of Toilet Care by Category: % Value Growth 2017-2022
  • Table 52 NBO Company Shares of Toilet Care: % Value 2018-2022
  • Table 53 LBN Brand Shares of Toilet Care: % Value 2019-2022
  • Table 54 Forecast Sales of Toilet Care by Category: Value 2022-2027
  • Table 55 Forecast Sales of Toilet Care by Category: % Value Growth 2022-2027
POLISHES IN GERMANYKEY DATA FINDINGS
2022 DEVELOPMENTS
  • Value growth for polishes attributed to inflationary effects in 2022
  • Hybrid working measures further impact demand for shoe polish sales
  • Polishes remains consolidated competitive landscape, dominated by three players
PROSPECTS AND OPPORTUNITIES
  • Declining demand for furniture polish due to modern furniture materials
  • Reduced shelf space expected to remain a challenge to future growth
  • Metal polish expected to remain niche format
  • CATEGORY DATA
  • Table 56 Sales of Polishes by Category: Value 2017-2022
  • Table 57 Sales of Polishes by Category: % Value Growth 2017-2022
  • Table 58 NBO Company Shares of Polishes: % Value 2018-2022
  • Table 59 LBN Brand Shares of Polishes: % Value 2019-2022
  • Table 60 Forecast Sales of Polishes by Category: Value 2022-2027
  • Table 61 Forecast Sales of Polishes by Category: % Value Growth 2022-2027
AIR CARE IN GERMANYKEY DATA FINDINGS
2022 DEVELOPMENTS
  • Air care sales remain buoyant in Germany
  • Car air fresheners rebounds due to greater return to travel in 2022
  • Air care remains consolidated competitive landscape in 2022
PROSPECTS AND OPPORTUNITIES
  • Leading spray/aerosol format expected to post steady declines
  • Car air fresheners to benefit from longer-term trends in car sharing
  • Electric air fresheners expected to benefit from smart home shift
  • CATEGORY DATA
  • Table 62 Sales of Air Care by Category: Value 2017-2022
  • Table 63 Sales of Air Care by Category: % Value Growth 2017-2022
  • Table 64 Sales of Air Care by Fragrance: Value Ranking 2020-2022
  • Table 65 NBO Company Shares of Air Care: % Value 2018-2022
  • Table 66 LBN Brand Shares of Air Care: % Value 2019-2022
  • Table 67 Forecast Sales of Air Care by Category: Value 2022-2027
  • Table 68 Forecast Sales of Air Care by Category: % Value Growth 2022-2027
HOME INSECTICIDES IN GERMANYKEY DATA FINDINGS
2022 DEVELOPMENTS
  • Climate change supports some demand for home insecticides in 2022
  • As environmental concerns grow, so does demand for natural alternatives
  • Raid retains dominance of spray/aerosol insecticides
PROSPECTS AND OPPORTUNITIES
  • The EU Green Deal likely to impact home insecticides in Germany
  • Climate change will continue to shift consumers towards natural approaches
  • Players expected to increasingly focus on moving towards repellents
  • CATEGORY DATA
  • Table 69 Sales of Home Insecticides by Category: Value 2017-2022
  • Table 70 Sales of Home Insecticides by Category: % Value Growth 2017-2022
  • Table 71 Sales of Spray/Aerosol Insecticides by Type: % Value 2017-2022
  • Table 72 NBO Company Shares of Home Insecticides: % Value 2018-2022
  • Table 73 LBN Brand Shares of Home Insecticides: % Value 2019-2022
  • Table 74 Forecast Sales of Home Insecticides by Category: Value 2022-2027
  • Table 75 Forecast Sales of Home Insecticides by Category: % Value Growth 2022-2027