Summary

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. This became especially apparent towards the end of 2022, as monthly inflation rates continued to rise and the cost of everyday essentials such as home care also increased, forcing...

Euromonitor International'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.

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Table of Contents

Home Care in Germany
Euromonitor International
April 2023

List Of Contents And Tables

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 GERMANY
KEY 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 GERMANY
KEY 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 GERMANY
KEY 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 GERMANY
KEY 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 GERMANY
KEY 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 GERMANY
KEY 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 GERMANY
KEY 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 GERMANY
KEY 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