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PUBLISHER: Euromonitor International | PRODUCT CODE: 1473705
PUBLISHER: Euromonitor International | PRODUCT CODE: 1473705
Home Care in Germany
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PAGES: 67 Pages
DELIVERY TIME: 1-2 business days
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Home care products in Germany are widely available, with many considered everyday household essentials, thereby offering a traditionally stable market environment. However, 2023 continued to be defined by the effects of inflation and the cost-of-living crisis, which has been common across all major Western European markets since 2022. The ongoing impact of inflation continued to drive up the cost of everyday essentials such as home care, forcing local consumers to trade down or reduce their outg...
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 2028 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.
Product Code: HCPDE
TABLE OF CONTENTS
List Of Contents And Tables
EXECUTIVE SUMMARY
- Home care in 2023: The big picture
- 2023 key trends
- Competitive landscape
- Retailing developments
- What next for home care?
MARKET INDICATORS
- Table 1 Households 2018-2023
MARKET DATA
- Table 2 Sales of Home Care by Category: Value 2018-2023
- Table 3 Sales of Home Care by Category: % Value Growth 2018-2023
- Table 4 NBO Company Shares of Home Care: % Value 2019-2023
- Table 5 LBN Brand Shares of Home Care: % Value 2020-2023
- Table 6 Penetration of Private Label in Home Care by Category: % Value 2018-2023
- Table 7 Distribution of Home Care by Format: % Value 2018-2023
- Table 8 Distribution of Home Care by Format and Category: % Value 2023
- Table 9 Forecast Sales of Home Care by Category: Value 2023-2028
- Table 10 Forecast Sales of Home Care by Category: % Value Growth 2023-2028
DISCLAIMER
SOURCES
- Summary 1 Research Sources
LAUNDRY CARE IN GERMANY
KEY DATA FINDINGS
2023 DEVELOPMENTS
- Laundry care is largest home care category in Germany
- Price negotiations lead to Henkel's weak performance in 2023
- Demand for greater energy efficiency drives liquid laundry care formats
PROSPECTS AND OPPORTUNITIES
- German consumers to further embrace liquid tablet detergents
- Traditional distribution channels to dominate, while e-commerce slowly grows
- Eco-friendly laundry care is expected to trend, despite inflationary consequences
CATEGORY INDICATORS
- Table 11 Household Possession of Washing Machines 2018-2023
CATEGORY DATA
- Table 12 Sales of Laundry Care by Category: Value 2018-2023
- Table 13 Sales of Laundry Care by Category: % Value Growth 2018-2023
- Table 14 Sales of Laundry Aids by Category: Value 2018-2023
- Table 15 Sales of Laundry Aids by Category: % Value Growth 2018-2023
- Table 16 Sales of Laundry Detergents by Category: Value 2018-2023
- Table 17 Sales of Laundry Detergents by Category: % Value Growth 2018-2023
- Table 18 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2018-2023
- Table 19 NBO Company Shares of Laundry Care: % Value 2019-2023
- Table 20 LBN Brand Shares of Laundry Care: % Value 2020-2023
- Table 21 NBO Company Shares of Laundry Aids: % Value 2019-2023
- Table 22 LBN Brand Shares of Laundry Aids: % Value 2020-2023
- Table 23 NBO Company Shares of Laundry Detergents: % Value 2019-2023
- Table 24 LBN Brand Shares of Laundry Detergents: % Value 2020-2023
- Table 25 Forecast Sales of Laundry Care by Category: Value 2023-2028
- Table 26 Forecast Sales of Laundry Care by Category: % Value Growth 2023-2028
DISHWASHING IN GERMANY
KEY DATA FINDINGS
2023 DEVELOPMENTS
- Dishwashing maintains value growth in 2023 despite marginal drop in demand
- Automatic dishwashing shifts demand away from hand dishwashing
- Demand for automatic dishwashing tablets emphasises convenience
PROSPECTS AND OPPORTUNITIES
- Automatic dishwashing tablets to drive future category growth
- Sustainability to shape future market trends
- Possession rate of dishwashers on the rise, reducing hand dishwashing
CATEGORY INDICATORS
- Table 27 Household Possession of Dishwashers 2017-2022
CATEGORY DATA
- Table 28 Sales of Dishwashing by Category: Value 2018-2023
- Table 29 Sales of Dishwashing by Category: % Value Growth 2018-2023
- Table 30 NBO Company Shares of Dishwashing: % Value 2019-2023
- Table 31 LBN Brand Shares of Dishwashing: % Value 2020-2023
- Table 32 Forecast Sales of Dishwashing by Category: Value 2023-2028
- Table 33 Forecast Sales of Dishwashing by Category: % Value Growth 2023-2028
SURFACE CARE IN GERMANY
KEY DATA FINDINGS
2023 DEVELOPMENTS
- Surface care value growth driven by further unit price rises in 2023
- Interest in multi-purpose cleaners driven by demand for versatility
- Private label gains ground in task-specific cleaners but dominates all purpose cleaning wipes
PROSPECTS AND OPPORTUNITIES
- Surface care to remain relevant over forecast period due to heightened hygiene awareness and habit persistence
- Multi-purpose cleaners to drive future growth
- Private label to further benefit from ongoing price sensitivity in 2024
CATEGORY DATA
- Table 34 Sales of Surface Care by Category: Value 2018-2023
- Table 35 Sales of Surface Care by Category: % Value Growth 2018-2023
- Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2018-2023
- Table 37 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2018-2023
- Table 38 NBO Company Shares of Surface Care: % Value 2019-2023
- Table 39 LBN Brand Shares of Surface Care: % Value 2020-2023
- Table 40 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2023
- Table 41 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2023
- Table 42 Forecast Sales of Surface Care by Category: Value 2023-2028
- Table 43 Forecast Sales of Surface Care by Category: % Value Growth 2023-2028
BLEACH IN GERMANY
KEY DATA FINDINGS
2023 DEVELOPMENTS
- Shift in consumer preferences leads to decline in bleach sales
- Dan Klorix continues to dominate bleach in Germany
- Gentle laundry care prevails, minimising reliance on bleach
PROSPECTS AND OPPORTUNITIES
- Limited prospects for bleach amid popularity of multi-purpose cleaners
- Sustainability pressures to further challenge bleach sales
- Private label's resilience and e-commerce opportunities to impact bleach
CATEGORY DATA
- Table 44 Sales of Bleach: Value 2018-2023
- Table 45 Sales of Bleach: % Value Growth 2018-2023
- Table 46 NBO Company Shares of Bleach: % Value 2019-2023
- Table 47 LBN Brand Shares of Bleach: % Value 2020-2023
- Table 48 Forecast Sales of Bleach: Value 2023-2028
- Table 49 Forecast Sales of Bleach: % Value Growth 2023-2028
TOILET CARE IN GERMANY
KEY DATA FINDINGS
2023 DEVELOPMENTS
- "Sitzpinkler" phenomenon influences trends in German toilet care
- In-cistern devices decline in popularity due to modern toilet designs
- German consumers favour private label amid rising prices
PROSPECTS AND OPPORTUNITIES
- Further declines for toilet care over forecast period
- Consumer demand for eco-friendly products set to reach toilet care in Germany
- Private label toilet care to gain further trust from local consumers
CATEGORY DATA
- Table 50 Sales of Toilet Care by Category: Value 2018-2023
- Table 51 Sales of Toilet Care by Category: % Value Growth 2018-2023
- Table 52 NBO Company Shares of Toilet Care: % Value 2019-2023
- Table 53 LBN Brand Shares of Toilet Care: % Value 2020-2023
- Table 54 Forecast Sales of Toilet Care by Category: Value 2023-2028
- Table 55 Forecast Sales of Toilet Care by Category: % Value Growth 2023-2028
POLISHES IN GERMANY
KEY DATA FINDINGS
2023 DEVELOPMENTS
- Changing consumer habits lead to further decline of polishes in Germany
- Shift in fashion preferences influence demand for shoe polish
- Dominance of major players hinders new competitors in the local market
PROSPECTS AND OPPORTUNITIES
- Future of polishes linked to trends in shoe polish
- Polishes faces challenge from newer products and preferences of younger consumers
- Consumer perception of leather to influence future of polishes
CATEGORY DATA
- Table 56 Sales of Polishes by Category: Value 2018-2023
- Table 57 Sales of Polishes by Category: % Value Growth 2018-2023
- Table 58 NBO Company Shares of Polishes: % Value 2019-2023
- Table 59 LBN Brand Shares of Polishes: % Value 2020-2023
- Table 60 Forecast Sales of Polishes by Category: Value 2023-2028
- Table 61 Forecast Sales of Polishes by Category: % Value Growth 2023-2028
AIR CARE IN GERMANY
KEY DATA FINDINGS
2023 DEVELOPMENTS
- Reduced use of air care reflects shifting economic factors among consumers
- Popular local practice of "luftung" natural ventilation is first choice of air care
- Rising demand for eco-friendly products due to health and environmental concerns
PROSPECTS AND OPPORTUNITIES
- The future of air care embraces natural solutions
- Smart electric air fresheners will be driven by simpler home automation
- Leading brands face growing competition from private label
CATEGORY DATA
- Table 62 Sales of Air Care by Category: Value 2018-2023
- Table 63 Sales of Air Care by Category: % Value Growth 2018-2023
- Table 64 Sales of Air Care by Fragrance: Value Ranking 2021-2023
- Table 65 NBO Company Shares of Air Care: % Value 2019-2023
- Table 66 LBN Brand Shares of Air Care: % Value 2020-2023
- Table 67 Forecast Sales of Air Care by Category: Value 2023-2028
- Table 68 Forecast Sales of Air Care by Category: % Value Growth 2023-2028
HOME INSECTICIDES IN GERMANY
KEY DATA FINDINGS
2023 DEVELOPMENTS
- Increase in flying insects spurs demand for alternative forms of home insecticides
- Nexa Lotte gains further share, reflecting demand for natural alternatives
- Further declines for electric insecticides as health concerns rise
PROSPECTS AND OPPORTUNITIES
- Climate factors to influence insect population and home insecticide trends
- Green Deal to urge shift towards natural insecticides with regulatory changes
- Seasonal trends and home-made remedies will impact future sales
CATEGORY DATA
- Table 69 Sales of Home Insecticides by Category: Value 2018-2023
- Table 70 Sales of Home Insecticides by Category: % Value Growth 2018-2023
- Table 71 Sales of Spray/Aerosol Insecticides by Type: % Value 2018-2023
- Table 72 NBO Company Shares of Home Insecticides: % Value 2019-2023
- Table 73 LBN Brand Shares of Home Insecticides: % Value 2020-2023
- Table 74 Forecast Sales of Home Insecticides by Category: Value 2023-2028
- Table 75 Forecast Sales of Home Insecticides by Category: % Value Growth 2023-2028
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