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Home Care in Germany

  • ID: 2640608
  • Report
  • February 2020
  • Region: Germany
  • 5 pages
  • Euromonitor International
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In 2019, home care in Germany recovered from the stagnation seen in 2018 and registered positive current value growth. Growth in 2019 came from the evolving cleaning habits of consumers, mainly driven by their increasingly hectic and busy lifestyles that led to the greater appeal of convenient, time- and space-saving products.

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 2024 illustrate how the market is set to change.

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
  • February 2020
List of Contents and Tables
  • Executive Summary
  • Slow recovery in 2019: Innovation and efficiency are the main growth drivers
  • Cleaning is no longer a hassle: Germans enjoy their cleaning chores
  • Henkel AG & Co KGaA leads and grows stronger in 2019
  • Home care is becoming more natural and eco-friendlier
  • Forecast period performance of home care will remain limited
  • Market Indicators
  • Table 1 Households 2014-2019
  • Market Data
  • Table 2 Sales of Home Care by Category: Value 2014-2019
  • Table 3 Sales of Home Care by Category: % Value Growth 2014-2019
  • Table 4 NBO Company Shares of Home Care: % Value 2015-2019
  • Table 5 LBN Brand Shares of Home Care: % Value 2016-2019
  • Table 6 Penetration of Private Label in Home Care by Category: % Value 2014-2019
  • Table 7 Distribution of Home Care by Format: % Value 2014-2019
  • Table 8 Distribution of Home Care by Format and Category: % Value 2019
  • Table 9 Forecast Sales of Home Care by Category: Value 2019-2024
  • Table 10 Forecast Sales of Home Care by Category: % Value Growth 2019-2024
  • Sources
  • Summary 1 Research Sources
  • Headlines
  • Prospects
  • Lifestyle trends push laundry care out of stagnation in 2019
  • Liquid tablet detergents continues its double-digit value growth in 2019
  • Scent booster products enjoy one of the fastest growth rates among laundry aids
  • Competitive Landscape
  • Henkel retains its leading position thanks to Persil’s outstanding performance
  • Procter & Gamble closes the gap with Henkel
  • Green companies increase their portfolios
  • CATEGORY INDICATORS
  • Table 11 Household Possession of Washing Machines 2014-2019
  • Category Data
  • Table 12 Sales of Laundry Care by Category: Value 2014-2019
  • Table 13 Sales of Laundry Care by Category: % Value Growth 2014-2019
  • Table 14 Sales of Laundry Aids by Category: Value 2014-2019
  • Table 15 Sales of Laundry Aids by Category: % Value Growth 2014-2019
  • Table 16 Sales of Laundry Detergents by Category: Value 2014-2019
  • Table 17 Sales of Laundry Detergents by Category: % Value Growth 2014-2019
  • Table 18 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2014-2019
  • Table 19 NBO Company Shares of Laundry Care: % Value 2015-2019
  • Table 20 LBN Brand Shares of Laundry Care: % Value 2016-2019
  • Table 21 NBO Company Shares of Laundry Aids: % Value 2015-2019
  • Table 22 LBN Brand Shares of Laundry Aids: % Value 2016-2019
  • Table 23 NBO Company Shares of Laundry Detergents: % Value 2015-2019
  • Table 24 LBN Brand Shares of Laundry Detergents: % Value 2016-2019
  • Table 25 Forecast Sales of Laundry Care by Category: Value 2019-2024
  • Table 26 Forecast Sales of Laundry Care by Category: % Value Growth 2019-2024
  • Headlines
  • Prospects
  • Automatic dishwashing drives sales due to its convenience
  • Dishwashing additives continues to decline
  • Consumers’ environmental awareness pushes companies to innovate
  • Competitive Landscape
  • Henkel leads dishwashing thanks to its product portfolio
  • Finish leads automatic dishwashing tablets and dishwashing additives
  • Eco-friendly brands are also present in dishwashing
  • CATEGORY INDICATORS
  • Table 27 Household Possession of Dishwashers 2014-2019
  • Category Data
  • Table 28 Sales of Dishwashing by Category: Value 2014-2019
  • Table 29 Sales of Dishwashing by Category: % Value Growth 2014-2019
  • Table 30 NBO Company Shares of Dishwashing: % Value 2015-2019
  • Table 31 LBN Brand Shares of Dishwashing: % Value 2016-2019
  • Table 32 Forecast Sales of Dishwashing by Category: Value 2019-2024
  • Table 33 Forecast Sales of Dishwashing by Category: % Value Growth 2019-2024
  • Headlines
  • Prospects
  • Convenient and time-saving surface cleaners continue to drive sales
  • Sustainability continues to influence surface care sales
  • Kitchen cleaners maintains strong growth
  • Competitive Landscape
  • Procter & Gamble leads surface care thanks to its Swiffer brand
  • Private label continues to lead home care wipes and floor cleaning systems
  • Innovation and new product development remain key in attracting consumers
  • Category Data
  • Table 34 Sales of Surface Care by Category: Value 2014-2019
  • Table 35 Sales of Surface Care by Category: % Value Growth 2014-2019
  • Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2014-2019
  • Table 37 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2014-2019
  • Table 38 NBO Company Shares of Surface Care: % Value 2015-2019
  • Table 39 LBN Brand Shares of Surface Care: % Value 2016-2019
  • Table 40 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2019
  • Table 41 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2019
  • Table 42 Forecast Sales of Surface Care by Category: Value 2019-2024
  • Table 43 Forecast Sales of Surface Care by Category: % Value Growth 2019-2024
  • Headlines
  • Prospects
  • Health and wellness fears impede bleach’s growth in 2019
  • Surface cleaners obstruct growth for bleach
  • Bleach set to be mostly purchased online
  • Competitive Landscape
  • Colgate-Palmolive leads bleach with Dan Klorix
  • Leading brands invest in other categories rather than bleach
  • Private label gains territory in bleach
  • Category Data
  • Table 44 Sales of Bleach: Value 2014-2019
  • Table 45 Sales of Bleach: % Value Growth 2014-2019
  • Table 46 NBO Company Shares of Bleach: % Value 2015-2019
  • Table 47 LBN Brand Shares of Bleach: % Value 2016-2019
  • Table 48 Forecast Sales of Bleach: Value 2019-2024
  • Table 49 Forecast Sales of Bleach: % Value Growth 2019-2024
  • Headlines
  • Prospects
  • Toilet care posts growth in 2019 but is expected to slow down in the forecast period
  • Rim blocks post the strongest growth within toilet care in 2019
  • ITBs and toilet liquids/foam perform strongly as they simplify Germans’ lives
  • Competitive Landscape
  • Henkel leads toilet care with WC Frisch
  • Sustainability: The key to growth
  • Private label increases the pressure on brands
  • Category Data
  • Table 50 Sales of Toilet Care by Category: Value 2014-2019
  • Table 51 Sales of Toilet Care by Category: % Value Growth 2014-2019
  • Table 52 NBO Company Shares of Toilet Care: % Value 2015-2019
  • Table 53 LBN Brand Shares of Toilet Care: % Value 2016-2019
  • Table 54 Forecast Sales of Toilet Care by Category: Value 2019-2024
  • Table 55 Forecast Sales of Toilet Care by Category: % Value Growth 2019-2024
  • Headlines
  • Prospects
  • Polishes declines in 2019 due to changing consumer lifestyles and patterns
  • Shoe polish is unpopular with the younger generation
  • Furniture polish is expected to decline due to wooden furniture becoming less popular
  • Competitive Landscape
  • Werner & Mertz leads polishes with its Erdal brand
  • Mr Muscle dominates metal polishes in 2019
  • New materials expected to boost sales of polishes
  • Category Data
  • Table 56 Sales of Polishes by Category: Value 2014-2019
  • Table 57 Sales of Polishes by Category: % Value Growth 2014-2019
  • Table 58 NBO Company Shares of Polishes: % Value 2015-2019
  • Table 59 LBN Brand Shares of Polishes: % Value 2016-2019
  • Table 60 Forecast Sales of Polishes by Category: Value 2019-2024
  • Table 61 Forecast Sales of Polishes by Category: % Value Growth 2019-2024
  • Headlines
  • Prospects
  • Air care sales decline in 2019 but are expected to recover
  • Air care shifts in terms of distribution
  • Premiumisation and product innovation push the average unit price upwards
  • Competitive Landscape
  • SC Johnson leads with its Glade brand
  • Yankee Candle leads premium candle air fresheners
  • Variety increases among private label air care products
  • Category Data
  • Table 62 Sales of Air Care by Category: Value 2014-2019
  • Table 63 Sales of Air Care by Category: % Value Growth 2014-2019
  • Table 64 Sales of Air Care by Fragrance: Value Ranking 2018-2019
  • Table 65 NBO Company Shares of Air Care: % Value 2015-2019
  • Table 66 LBN Brand Shares of Air Care: % Value 2016-2019
  • Table 67 Forecast Sales of Air Care by Category: Value 2019-2024
  • Table 68 Forecast Sales of Air Care by Category: % Value Growth 2019-2024
  • Headlines
  • Prospects
  • Decline in the insect population hinders growth in home insecticides
  • Rising health awareness continues to influence home insecticides negatively
  • Home improvement and gardening stores continues its growth as a distribution channel for home insecticides
  • Competitive Landscape
  • Aeroxon Insect Control replaces Scotts Celaflor as leading player
  • Raid dominates spray/aerosol insecticides and electric insecticides
  • Profissimo posts strong value growth in electric insecticides
  • Category Data
  • Table 69 Sales of Home Insecticides by Category: Value 2014-2019
  • Table 70 Sales of Home Insecticides by Category: % Value Growth 2014-2019
  • Table 71 Sales of Spray/Aerosol Insecticides by Type: % Value 2014-2019
  • Table 72 NBO Company Shares of Home Insecticides: % Value 2015-2019
  • Table 73 LBN Brand Shares of Home Insecticides: % Value 2016-2019
  • Table 74 Forecast Sales of Home Insecticides by Category: Value 2019-2024
  • Table 75 Forecast Sales of Home Insecticides by Category: % Value Growth 2019-2024
Note: Product cover images may vary from those shown
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