Germany

In 2023, homewares in Germany only witnessed marginal current value sales growth. However, this was largely driven by inflation and price increases. Slowing demand was driven by high consumer price inflation and poor economic growth in the country,…

In 2023, value sales of home improvement in Germany witnessed a decline, in line with the contraction in new home construction projects and persistently high lending rates along with elevated raw material costs in the building trade, driving a…

In 2023, home furnishings in Germany witnessed a significant contraction of value sales, driven by adverse macroeconomic conditions. The country’s GDP declined in 2023, and geopolitical tensions, such as the war in Ukraine, continued to fuel…

In 2023, value sales of home and garden in Germany declined compared to the previous year, driven by a combination of adverse macroeconomic factors and pressures on consumers’ disposable incomes due to inflation. The number of new construction…

In 2023, gardening in Germany witnessed declining current value sales, with high inflation and a decline in GDP growth discouraging consumers from making discretionary purchases. Product categories with longer replacement cycles, such as gardening…

In 2023, Germany’s economy contracted by 0.3%, due to sluggish spending, which was impacted by high inflation and stricter financing conditions. However, an improvement is expected in 2024, with projected GDP growth of 0.2%, while inflation is set to…

This briefing assesses global B2B market trends in 2024 and beyond. It is geared towards consumer goods companies that are selling into the B2B market, and provides insights into how B2B markets are developing, which countries and channels to target,…

In Germany, there is a term called "Sitzpinkler" for men who sit while urinating, driven by concerns related to hygiene, health and the growing influence of smartphones. Therefore, maintaining proper toilet care remained a significant priority for…

In 2023, greater time spent outside of the home following the easing of pandemic restrictions further dragged on demand for surface care in Germany, resulting in volume sales dipping below 2019 levels. On the other hand, value sales continued to rise…

In 2023, busier lifestyles compounded the ongoing decline in demand for polishes in Germany, reflecting changing cleaning habits. With less time spent at home and more hectic lives, local consumers increasingly favour quicker and easier alternatives,…

Value sales of laundry care, the largest category in German home care, continued to grow in 2023, albeit at a slower pace compared to the previous year. The most substantial growth within laundry care was observed in liquid tablet detergents and…

As temperatures in Germany rose in 2023, there was a noticeable increase in flying insects such as bumblebees and hornets in comparison to previous years. This surge in insect activity prompted demand for home insecticides, not only among households,…

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…

In 2023, value sales of dishwashing in Germany continued to grow, primarily influenced by inflationary pressures that led to a rise in unit prices. Among the different formats, automatic dishwashing tablets retained the highest value share, while…

Bleach in Germany, despite its effective disinfecting properties, has fallen out of favour with the majority of local consumers due to its perception as a strong chemical. As a result, volume sales of bleach have been declining. This shift in…

In 2023, there was reduced use of air care in Germany due to greater mobility post-pandemic, especially when compared to previous years when consumers spent greater time indoors. The category was mainly driven by replacements rather than new…

PET bottles remained the dominant pack type in soft drinks packaging in Germany in 2023, which will continue to be the case over the forecast period. The success of this pack type is down to its affordability, durability and convenience over…

Flexible packaging is the most popular pack type for hot drinks in Germany, widely used across both tea and coffee categories. Within flexible packaging, flexible paper and flexible plastic are the most popular pack types. This trend can be…

In 2023, vending in Germany experienced a stronger value sales decline, following a more modest fall the previous two years during the post-pandemic reopening. While vending locations, such as streets, transport hubs, and semi-captive environments…

Despite recording high single-digit current value growth in 2023, the solid performance by supermarkets in Germany was largely driven by the historically high inflation rate, especially for food and drinks. In comparison to discounters, the other…