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Home Care in Germany

  • ID: 2640608
  • Report
  • Region: Germany
  • 61 pages
  • Euromonitor International
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Home care in Germany faced a variety of opposing factors impacting sales and shaping products and the competitive landscape in 2018. German consumers continued to place great value on clean, well-cared for homes that reflect an organised and often cosy style. Regardless of interior design or choices of furniture, Germans regard their homes to be places for gatherings as well as relaxing retreats to balance often chaotic, hectic and stressful lifestyles.

The 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 2023 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.
Note: Product cover images may vary from those shown
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HOME CARE IN GERMANY

List of Contents and Tables
Executive Summary
Contrasting Trends Fail To Prevent Stagnation in Home Care Sales
Home Care Serves Therapeutic Purpose Whilst Still Offering Convenience
Sophisticated Private Label Stiffens Competitive Environment
Concentrated Formulations, Multi-functionality and Sustainability As Key Themes
Technological Advances Serve As A Threat To Home Care Sales
Market Indicators
Table 1 Households 2013-2018
Market Data
Table 2 Sales of Home Care by Category: Value 2013-2018
Table 3 Sales of Home Care by Category: % Value Growth 2013-2018
Table 4 NBO Company Shares of Home Care: % Value 2014-2018
Table 5 LBN Brand Shares of Home Care: % Value 2015-2018
Table 6 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 7 Distribution of Home Care by Format: % Value 2013-2018
Table 8 Distribution of Home Care by Format and Category: % Value 2018
Table 9 Forecast Sales of Home Care by Category: Value 2018-2023
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2018-2023
Sources
Summary 1 Research Sources
Headlines
Prospects
Cocooning and Homing Support High Sales of Air Care
Too Many Alternatives Limit Growth for Air Care
Other Air Care Remains Small But Innovative in Germany
Competitive Landscape
Strong Presence Supports SC Johnson
Innovation Drives Procter & Gamble
Private Label Adds Pressure
Category Data
Table 11 Sales of Air Care by Category: Value 2013-2018
Table 12 Sales of Air Care by Category: % Value Growth 2013-2018
Table 13 Sales of Air Care by Fragrance: Value Ranking 2013-2018
Table 14 NBO Company Shares of Air Care: % Value 2014-2018
Table 15 LBN Brand Shares of Air Care: % Value 2015-2018
Table 16 Forecast Sales of Air Care by Category: Value 2018-2023
Table 17 Forecast Sales of Air Care by Category: % Value Growth 2018-2023
Headlines
Prospects
Consumer Perception Further Dampens Sales of Bleach
Bleach Remains A Low Profile Niche Product
Too Many Alternatives Obstruct Potential for Growth
Competitive Landscape
Product's Standing Grants Colgate-Palmolive Secure Lead
Private Label Remains A Strong Presence
Category Data
Table 18 Sales of Bleach: Value 2013-2018
Table 19 Sales of Bleach: % Value Growth 2013-2018
Table 20 NBO Company Shares of Bleach: % Value 2014-2018
Table 21 LBN Brand Shares of Bleach: % Value 2015-2018
Table 22 Forecast Sales of Bleach: Value 2018-2023
Table 23 Forecast Sales of Bleach: % Value Growth 2018-2023
Headlines
Prospects
Societal Trends Support Sales of Dishwashing
Automatic Dishwashing Remains Key Driver
Hand Dishwashing Demand Remains Stable
Competitive Landscape
Henkel Retains Leadership With Innovations Including Sustainable Angle
Finish Continues To Lead Automatic Dishwashing and Also Targets Sustainability
Strong Private Label Presence Increases Pressure
Category Indicators
Table 24 Household Possession of Dishwashers 2013-2018
Category Data
Table 25 Sales of Dishwashing by Category: Value 2013-2018
Table 26 Sales of Dishwashing by Category: % Value Growth 2013-2018
Table 27 NBO Company Shares of Dishwashing: % Value 2014-2018
Table 28 LBN Brand Shares of Dishwashing: % Value 2015-2018
Table 29 Forecast Sales of Dishwashing by Category: Value 2018-2023
Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023
Headlines
Prospects
Change in Weather Unsupportive of Higher Sales
Negative Image of Home Insecticides Damages Sales
Less Toxic Solutions for Future Growth
Competitive Landscape
Large Product Selection and Penetration Support Scotts Celaflor
Spotless Exits Home Insecticides
Private Label on the Rise
Category Data
Table 31 Sales of Home Insecticides by Category: Value 2013-2018
Table 32 Sales of Home Insecticides by Category: % Value Growth 2013-2018
Table 33 Sales of Spray/Aerosol Insecticides by Type: % Value 2013-2018
Table 34 NBO Company Shares of Home Insecticides: % Value 2014-2018
Table 35 LBN Brand Shares of Home Insecticides: % Value 2015-2018
Table 36 Forecast Sales of Home Insecticides by Category: Value 2018-2023
Table 37 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023
Headlines
Prospects
Efficiency at Low Prices Ideal for Consumers But Challenging for Manufacturers
Convenience Instead of Simple Functionality To Maintain Sales
Lower Volume Sales Due To Concentration
Competitive Landscape
Henkel's Products Offer Specific Value
Unilever Scores With High Concentration
Private Label - Innovative, State of the Art and Lower in Price
Category Indicators
Table 38 Household Possession of Washing Machines 2013-2018
Category Data
Table 39 Sales of Laundry Care by Category: Value 2013-2018
Table 40 Sales of Laundry Care by Category: % Value Growth 2013-2018
Table 41 Sales of Laundry Aids by Category: Value 2013-2018
Table 42 Sales of Laundry Aids by Category: % Value Growth 2013-2018
Table 43 Sales of Laundry Detergents by Category: Value 2013-2018
Table 44 Sales of Laundry Detergents by Category: % Value Growth 2013-2018
Table 45 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2013-2018
Table 46 NBO Company Shares of Laundry Care: % Value 2014-2018
Table 47 LBN Brand Shares of Laundry Care: % Value 2015-2018
Table 48 NBO Company Shares of Laundry Aids: % Value 2014-2018
Table 49 LBN Brand Shares of Laundry Aids: % Value 2015-2018
Table 50 NBO Company Shares of Laundry Detergents: % Value 2014-2018
Table 51 LBN Brand Shares of Laundry Detergents: % Value 2015-2018
Table 52 Forecast Sales of Laundry Care by Category: Value 2018-2023
Table 53 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023
Headlines
Prospects
Modern Lifestyles Relinquish Necessity for Polishes
Shoe Polish Continues To Lose Popularity
DIY Trends Negatively Impact Polishes
Competitive Landscape
Long Tradition Supports Position of Werner & Mertz
Shifts in Portfolios Reduce Polish Sales To Make Room for Profitable Products
Interchangeable Products Benefit Private Label
Category Data
Table 54 Sales of Polishes by Category: Value 2013-2018
Table 55 Sales of Polishes by Category: % Value Growth 2013-2018
Table 56 NBO Company Shares of Polishes: % Value 2014-2018
Table 57 LBN Brand Shares of Polishes: % Value 2015-2018
Table 58 Forecast Sales of Polishes by Category: Value 2018-2023
Table 59 Forecast Sales of Polishes by Category: % Value Growth 2018-2023
Headlines
Prospects
Cleaning Habits Balance Sales
Technological Advances Threaten Surface Care's Growth
Free From Versus Antibacterial - Positive and Negative Effects on Sales
Competitive Landscape
Value Packs for Value Growth
Demand for Cleanliness Supports Sales of Sagrotan and Reckitt Benckiser
Challenging Competition Leads To Discontinuations
Category Data
Table 60 Sales of Surface Care by Category: Value 2013-2018
Table 61 Sales of Surface Care by Category: % Value Growth 2013-2018
Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2013-2018
Table 63 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2013-2018
Table 64 NBO Company Shares of Surface Care: % Value 2014-2018
Table 65 LBN Brand Shares of Surface Care: % Value 2015-2018
Table 66 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2018
Table 67 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2018
Table 68 Forecast Sales of Surface Care by Category: Value 2018-2023
Table 69 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023
Headlines
Prospects
Consumers' Attitudes Towards Toilet Cleaning Benefits Sales
the Scent of Clean Freshness - Itbs Drives Sales
Strong Marketing Activities With Advertisements Support Growth
Competitive Landscape
Innovation, Product Placement and Strong Positioning Secure Lead for Henkel
Green Toilets - Sustainable Brands Continue Growing in Demand
Duck Innovations: Wc-ente Supports SC Johnson's Success in Germany
Category Data
Table 70 Sales of Toilet Care by Category: Value 2013-2018
Table 71 Sales of Toilet Care by Category: % Value Growth 2013-2018
Table 72 NBO Company Shares of Toilet Care: % Value 2014-2018
Table 73 LBN Brand Shares of Toilet Care: % Value 2015-2018
Table 74 Forecast Sales of Toilet Care by Category: Value 2018-2023
Table 75 Forecast Sales of Toilet Care by Category: % Value Growth 2018-2023
Note: Product cover images may vary from those shown
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