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Home Care in Germany

  • ID: 2640608
  • Report
  • April 2021
  • Region: Germany
  • 71 pages
  • Euromonitor International
Home care was one of the markets to benefit from the COVID-19 outbreak in Germany in 2020, as consumers placed a greater focus on stringent cleaning routines in the home amidst the preventative health trend. Hygiene has always been an important consideration amongst German consumers even prior to 2020, but during the pandemic, this trend was strengthened.

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 2025 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
HOME CARE IN GERMANY

EXECUTIVE SUMMARY
  • COVID-19 impact on home care
  • COVID-19 country impact
  • Company response
  • Retailing shift
  • What next for home care?
  • Chart 1 Home Care Value Sales Growth Scenarios: 2018-2025
  • Chart 2 Home Care Impact of Drivers on Value Sales: 2018-2025
MARKET INDICATORS
  • Table 1 Households 2015-2020
MARKET DATA
  • Table 2 Sales of Home Care by Category: Value 2015-2020
  • Table 3 Sales of Home Care by Category: % Value Growth 2015-2020
  • Table 4 NBO Company Shares of Home Care: % Value 2016-2020
  • Table 5 LBN Brand Shares of Home Care: % Value 2017-2020
  • Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020
  • Table 7 Distribution of Home Care by Format: % Value 2015-2020
  • Table 8 Distribution of Home Care by Format and Category: % Value 2020
  • Table 9 Forecast Sales of Home Care by Category: Value 2020-2025
  • Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025
GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES
  • Summary 1 Research Sources
  • LAUNDRY CARE IN GERMANY
KEY DATA FINDINGS

2020 IMPACT
  • Sanitising and disinfection aspects become key within laundry care in 2020
  • Consumers’ increasing health concerns drive growth of laundry sanitiser
  • COVID-19 intensifies the sustainability dilemma within laundry care
RECOVERY AND OPPORTUNITIES
  • Value growth prospects to remain limited due to price erosion
  • Fiercer competition among top brands expected over the coming years
  • Can green brands and sustainability regain momentum?
CATEGORY INDICATORS
  • Table 11 Household Possession of Washing Machines 2015-2020
CATEGORY DATA
  • Table 12 Sales of Laundry Care by Category: Value 2015-2020
  • Table 13 Sales of Laundry Care by Category: % Value Growth 2015-2020
  • Table 14 Sales of Laundry Aids by Category: Value 2015-2020
  • Table 15 Sales of Laundry Aids by Category: % Value Growth 2015-2020
  • Table 16 Sales of Laundry Detergents by Category: Value 2015-2020
  • Table 17 Sales of Laundry Detergents by Category: % Value Growth 2015-2020
  • Table 18 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2015-2020
  • Table 19 NBO Company Shares of Laundry Care: % Value 2016-2020
  • Table 20 LBN Brand Shares of Laundry Care: % Value 2017-2020
  • Table 21 NBO Company Shares of Laundry Aids: % Value 2016-2020
  • Table 22 LBN Brand Shares of Laundry Aids: % Value 2017-2020
  • Table 23 NBO Company Shares of Laundry Detergents: % Value 2016-2020
  • Table 24 LBN Brand Shares of Laundry Detergents: % Value 2017-2020
  • Table 25 Forecast Sales of Laundry Care by Category: Value 2020-2025
  • Table 26 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025
  • DISHWASHING IN GERMANY
KEY DATA FINDINGS

2020 IMPACT
  • Home seclusion trend propels dishwashing’s stronger performance in 2020
  • Local start-up Everdrop launches in Germany with D2C products
  • Convenience and sustainability remain relevant within dishwashing
RECOVERY AND OPPORTUNITIES
  • Further flexible working could contribute to ongoing growth for dishwashing
  • Green launches could partially offset declining unit price trend
  • E-commerce to increase share in dishwashing
CATEGORY INDICATORS
  • Table 27 Household Possession of Dishwashers 2015-2020
CATEGORY DATA
  • Table 28 Sales of Dishwashing by Category: Value 2015-2020
  • Table 29 Sales of Dishwashing by Category: % Value Growth 2015-2020
  • Table 30 NBO Company Shares of Dishwashing: % Value 2016-2020
  • Table 31 LBN Brand Shares of Dishwashing: % Value 2017-2020
  • Table 32 Forecast Sales of Dishwashing by Category: Value 2020-2025
  • Table 33 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025
  • SURFACE CARE IN GERMANY
KEY DATA FINDINGS

2020 IMPACT
  • Demand for surface care soars due to the pandemic
  • From home care disinfectants to impregnated wet wipes, consumers focus on stringent cleaning routines
  • Grocery retailers and e-commerce benefit
RECOVERY AND OPPORTUNITIES
  • Hygiene and home health will support further growth in surface care
  • Shift in consumer behaviour expected – even beyond the pandemic
  • Falling prices inevitable
CATEGORY DATA
  • Table 34 Sales of Surface Care by Category: Value 2015-2020
  • Table 35 Sales of Surface Care by Category: % Value Growth 2015-2020
  • Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020
  • Table 37 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020
  • Table 38 NBO Company Shares of Surface Care: % Value 2016-2020
  • Table 39 LBN Brand Shares of Surface Care: % Value 2017-2020
  • Table 40 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2020
  • Table 41 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2020
  • Table 42 Forecast Sales of Surface Care by Category: Value 2020-2025
  • Table 43 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025
  • BLEACH IN GERMANY
KEY DATA FINDINGS

2020 IMPACT
  • Bleach continues to suffer from competition from other products
  • Product availability remains limited given its niche purpose in Germany
  • Health and environmental concerns continue to be obstacles
RECOVERY AND OPPORTUNITIES
  • No stopping the decline for bleach
  • Product availability and innovation to wane further
  • Stronger competition from surface care expected
CATEGORY DATA
  • Table 44 Sales of Bleach: Value 2015-2020
  • Table 45 Sales of Bleach: % Value Growth 2015-2020
  • Table 46 NBO Company Shares of Bleach: % Value 2016-2020
  • Table 47 LBN Brand Shares of Bleach: % Value 2017-2020
  • Table 48 Forecast Sales of Bleach: Value 2020-2025
  • Table 49 Forecast Sales of Bleach: % Value Growth 2020-2025
  • TOILET CARE IN GERMANY
KEY DATA FINDINGS

2020 IMPACT
  • Home seclusion supports stable demand for toilet care in 2020
  • ITBs increasing in popularity while toilet liquids/foam remains popular due to greater affordability
  • Sustainability less relevant during COVID-19 for toilet care purposes
RECOVERY AND OPPORTUNITIES
  • Further time spent at home will ensure sustained growth for toilet care
  • Rim blocks an area for further innovation
  • Sustainability will be back on manufacturers’ agendas
CATEGORY DATA
  • Table 50 Sales of Toilet Care by Category: Value 2015-2020
  • Table 51 Sales of Toilet Care by Category: % Value Growth 2015-2020
  • Table 52 NBO Company Shares of Toilet Care: % Value 2016-2020
  • Table 53 LBN Brand Shares of Toilet Care: % Value 2017-2020
  • Table 54 Forecast Sales of Toilet Care by Category: Value 2020-2025
  • Table 55 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025
  • POLISHES IN GERMANY
KEY DATA FINDINGS

2020 IMPACT
  • Despite lockdown demand for polishes continues to decline
  • Surface care continues to cannibalise sales of polishes
  • Athleisure trend and more casual workplace environment work against shoe polishes
RECOVERY AND OPPORTUNITIES
  • Declines for polishes to continue
  • No further innovation from manufacturers expected
  • Convenient substitutes will limit need for floor polish
CATEGORY DATA
  • Table 56 Sales of Polishes by Category: Value 2015-2020
  • Table 57 Sales of Polishes by Category: % Value Growth 2015-2020
  • Table 58 NBO Company Shares of Polishes: % Value 2016-2020
  • Table 59 LBN Brand Shares of Polishes: % Value 2017-2020
  • Table 60 Forecast Sales of Polishes by Category: Value 2020-2025
  • Table 61 Forecast Sales of Polishes by Category: % Value Growth 2020-2025
  • AIR CARE IN GERMANY
KEY DATA FINDINGS

2020 IMPACT
  • Marginal benefit of home seclusion trend on air care sales in 2020
  • Big brands strengthen hold during pandemic
  • Car air fresheners experienced further declines in 2020
RECOVERY AND OPPORTUNITIES
  • Clean air at home will become increasingly relevant over forecast period
  • Clean air at home can open room for collaboration with appliance manufacturers
  • Premiumisation will drive growth in upcoming years
CATEGORY DATA
  • Table 62 Sales of Air Care by Category: Value 2015-2020
  • Table 63 Sales of Air Care by Category: % Value Growth 2015-2020
  • Table 64 Sales of Air Care by Fragrance: Value Ranking 2018-2020
  • Table 65 NBO Company Shares of Air Care: % Value 2016-2020
  • Table 66 LBN Brand Shares of Air Care: % Value 2017-2020
  • Table 67 Forecast Sales of Air Care by Category: Value 2020-2025
  • Table 68 Forecast Sales of Air Care by Category: % Value Growth 2020-2025
  • HOME INSECTICIDES IN GERMANY
KEY DATA FINDINGS

2020 IMPACT
  • Social distancing lowers demand for home insecticides
  • Natural ingredients on the rise
  • Aeroxon strengthens lead in consolidated environment
RECOVERY AND OPPORTUNITIES
  • Home insecticides will continue to be a concentrated category
  • Availability of green home insecticides expected to increase
  • Weather will remain important in determining demand
CATEGORY DATA
  • Table 69 Sales of Home Insecticides by Category: Value 2015-2020
  • Table 70 Sales of Home Insecticides by Category: % Value Growth 2015-2020
  • Table 71 Sales of Spray/Aerosol Insecticides by Type: % Value 2015-2020
  • Table 72 NBO Company Shares of Home Insecticides: % Value 2016-2020
  • Table 73 LBN Brand Shares of Home Insecticides: % Value 2017-2020
  • Table 74 Forecast Sales of Home Insecticides by Category: Value 2020-2025
  • Table 75 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025
Note: Product cover images may vary from those shown
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