Household Care in Germany
Euromonitor International's Household 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, 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 illustrate how the market is set to change.
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Tables: 104 | Publication date: Jul 2007
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Air care; Chlorine bleach; Dishwashing products; Insecticides; Laundry care; Polishes; Surface care; Toilet care products
Executive summary
Economic growth supports positive household care performance in 2006
Following two years of decline, Germany’s household care market showed growth in current value sales in 2006. The turnaround was mainly attributable to growth in the German economy, which suffered from high unemployment and depressed consumer spending levels earlier in the review period. As disposable incomes rose and unemployment fell, German consumers were more willing to spend money on branded household care products, especially if they offered genuinely innovative features. However, it should be noted that rising raw material costs led to average unit price increases throughout household care in 2006, with the result that current value growth was quite modest in real terms.
Laundry care is the largest and most dynamic sector in current value terms
While a sharp drop in current value sales within laundry care was one of the main reasons for the poor performance of household care towards the end of the review period, it remained the largest sector in the market in 2006. Moreover, it was also the most dynamic sector in terms of current value sales growth. This positive development was mainly due to the actions of sector leader Henkel Wasch & Reinigungsmittel GmbH, which increased the price of top laundry detergents brand Persil.
Market penetration of private label products continues to rise
Private label products enjoyed huge success in household care over the review period, partly because their producers were able to copy added-value features and innovative new formats launched by leading branded manufacturers. Additionally, the low cost of private label products proved very appealing to German consumers, who became accustomed to paying reduced prices in line with the massive influence of discounters chains in the country. The market value share of private label products continued to rise in 2006, thanks in part to an increase in the distribution value share of the chemists/drugstores distribution channel. As is the case in some discounters outlets, private label products are commonly offered alongside branded household care products in chemists/drugstores outlets. The discounters and chemists/drugstores channels accounted for a combined distribution value share of 51% in 2006, suggesting that private label products are here to stay in the household care market.
Environmentally-friendly attitudes present challenges and opportunities
Environmentally-friendly attitudes remained high on the agenda for German consumers during the review period, providing both challenges and opportunities for manufacturers. On the one hand, new product formats such as liquid detergent tablets, which enjoyed great success elsewhere, failed to make an impact in Germany, where consumers place more importance on using as little detergent as possible. On the other hand, oxygen-based products were widely accepted by German consumers due to the fact that they are more environmentally-friendly than conventional bleaching agents. Similar eco-friendly, concentrated and reduced packaging product developments are expected over the forecast period.
Moderate growth in market constant value sales expected over 2006-2011
The maturity of Germany’s household care markets limits the scope for growth in constant value sales over the forecast period, especially as demand for cheaper private label products is rising at the expense of branded alternatives. However, given that the German economy is improving and unemployment rates are falling, it is expected that price will no longer be the most influential factor in purchasing decisions for many consumers. Together with increases in the number of single-person households in the country, rising demand for more convenient products, which tend to command higher prices, should facilitate moderate growth in constant value sales for household care in Germany over 2006-2011.
Table of contents
HOUSEHOLD CARE IN GERMANY : MARKET INSIGHT
EXECUTIVE SUMMARY
Economic growth supports positive household care performance in 2006
Laundry care is the largest and most dynamic sector in current value terms
Market penetration of private label products continues to rise
Environmentally-friendly attitudes present challenges and opportunities
Moderate growth in market constant value sales expected over 2006-2011
KEY TRENDS AND DEVELOPMENTS
Germany’s economic resurgence benefits household care in 2006
Private label products and discounters chains continue to thrive in Germany
Environmental concerns play an increasingly important role in household care
Rising number of single-person households drives demand for convenience
Ageing population poses new challenges for household care producers
MARKET INDICATORS
Table 1 Households 2001-2006
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2001-2006
Table 3 Sales of Household Care by Sector: % Value Growth 2001-2006
Table 4 Household Care Company Shares 2002-2006
Table 5 Household Care Brand Shares 2003-2006
Table 6 Penetration of Private Label by Sector 2002-2006
Table 7 Sales of Household Care by Distribution Format: % Analysis 2001/2006
Table 8 Sales of Household Care by Sector and Distribution Format: % Analysis 2006
Table 9 Forecast Sales of Household Care by Sector: Value 2006-2011
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2006-2011
DEFINITIONS
LOCAL COMPANY PROFILES - GERMANY
BURNUS GMBH - HOUSEHOLD CARE - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Burnus GmbH: Key Facts
Summary 2 Burnus GmbH: Operational Indicators 2003-2005
COMPANY BACKGROUND
PRODUCTION
Summary 3 Burnus GmbH: Production Statistics 2005
COMPETITIVE POSITIONING
Summary 4 Burnus GmbH: Competitive Position 2006
FIT GMBH - HOUSEHOLD CARE - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Fit GmbH: Key Facts
Summary 6 Fit GmbH: Operational Indicators 2003-2005
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Fit GmbH: Competitive Position 2006
HENKEL WASCH & REINIGUNGSMITTEL GMBH - HOUSEHOLD CARE - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Henkel Wasch & Reinigungsmittel GmbH: Key Facts
Summary 9 Henkel KGaA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Henkel Wasch & Reinigungsmittel GmbH: Competitive Position 2006
JEYES DEUTSCHLAND GMBH - HOUSEHOLD CARE - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Jeyes Deutschland GmbH: Key Facts
Summary 12 Jeyes Deutschland GmbH: Operational Indicators 2003-2005
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Jeyes Deutschland GmbH: Competitive Position 2006
JOHNSON WAX GMBH - HOUSEHOLD CARE - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Johnson Wax GmbH: Key Facts
Summary 15 Johnson Wax GmbH: Operational Indicators 2003-2005
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 16 Johnson Wax GmbH: Competitive Position 2006
PROCTER & GAMBLE GMBH - HOUSEHOLD CARE - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 17 Procter & Gamble GmbH: Key Facts
Summary 18 Procter & Gamble GmbH: Operational Indicators 2003-2005
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 19 Procter & Gamble GmbH: Competitive Position 2006
RECKITT BENCKISER DEUTSCHLAND GMBH - HOUSEHOLD CARE - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 20 Reckitt Benckiser Deutschland GmbH: Key Facts
Summary 21 Reckitt Benckiser Plc: Operational Indicators* 2003-2005
COMPANY BACKGROUND
PRODUCTION
Summary 22 Reckitt Benckiser Productions GmbH: Production Statistics 2005
COMPETITIVE POSITIONING
Summary 23 Reckitt Benckiser Deutschland GmbH: Competitive Position 2006
UNILEVER DEUTSCHLAND GMBH - HOUSEHOLD CARE - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 24 Unilever Deutschland GmbH: Key Facts
Summary 25 Unilever Deutschland GmbH: Operational Indicators 2003-2005
COMPANY BACKGROUND
PRODUCTION
Summary 26 Unilever Deutschland GmbH: Production Statistics 2005
COMPETITIVE POSITIONING
Summary 27 Unilever Deutschland GmbH: Competitive Position 2006
WERNER & MERTZ GMBH - HOUSEHOLD CARE - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 28 Werner & Mertz GmbH: Key Facts
Summary 29 Werner & Mertz GmbH: Operational Indicators 2003-2005
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 30 Werner & Mertz GmbH: Competitive Position 2006
LAUNDRY CARE IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 11 Household Penetration of Washing Machines 2001-2006
SECTOR DATA
Table 12 Sales of Laundry Care by Subsector: Value 2001-2006
Table 13 Sales of Laundry Care by Subsector: % Value Growth 2001-2006
Table 14 Sales of Laundry Detergents by Type: Value 2001-2006
Table 15 Sales of Laundry Detergents by Type: % Value Growth 2001-2006
Table 16 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2006
Table 17 Sales of Laundry Aids by Type: Value 2001-2006
Table 18 Sales of Laundry Aids by Type: % Value Growth 2001-2006
Table 19 Laundry Care Company Shares 2002-2006
Table 20 Laundry Care Brand Shares 2003-2006
Table 21 Laundry Detergents Company Shares 2002-2006
Table 22 Laundry Detergents Brand Shares 2003-2006
Table 23 Laundry Aids Company Shares 2002-2006
Table 24 Laundry Aids Brand Shares 2003-2006
Table 25 Forecast Sales of Laundry Care by Subsector: Value 2006-2011
Table 26 Forecast Sales of Laundry Care by Subsector: % Value Growth 2006-2011
DISHWASHING PRODUCTS IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 27 Household Penetration of Dishwashers 2001-2006
SECTOR DATA
Table 28 Sales of Dishwashing Products by Subsector: Value 2001-2006
Table 29 Sales of Dishwashing Products by Subsector: % Value Growth 2001-2006
Table 30 Dishwashing Products Company Shares 2002-2006
Table 31 Dishwashing Products Brand Shares 2003-2006
Table 32 Forecast Sales of Dishwashing Products by Subsector: Value 2006-2011
Table 33 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2006-2011
SURFACE CARE IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 34 Sales of Surface Care by Subsector: Value 2001-2006
Table 35 Sales of Surface Care by Subsector: % Value Growth 2001-2006
Table 36 Sales of Wipes by Type: Value 2001-2006
Table 37 Sales of Wipes by Type: % Value Growth 2001-2006
Table 38 Surface Care Company Shares 2002-2006
Table 39 Surface Care Brand Shares 2003-2006
Table 40 Wipes Company Shares 2002-2006
Table 41 Wipes Brand Shares 2003-2006
Table 42 Forecast Sales of Surface Care by Subsector: Value 2006-2011
Table 43 Forecast Sales of Surface Care by Subsector: % Value Growth 2006-2011
CHLORINE BLEACH IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Sales of Chlorine Bleach: Value 2001-2006
Table 45 Sales of Chlorine Bleach: % Value Growth 2001-2006
Table 46 Chlorine Bleach Company Shares 2002-2006
Table 47 Chlorine Bleach Brand Shares 2003-2006
Table 48 Forecast Sales of Chlorine Bleach: Value 2006-2011
Table 49 Forecast Sales of Chlorine Bleach: % Value Growth 2006-2011
TOILET CARE PRODUCTS IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 50 Sales of Toilet Care Products by Subsector: Value 2001-2006
Table 51 Sales of Toilet Care Products by Subsector: % Value Growth 2001-2006
Table 52 Toilet Care Products Company Shares 2002-2006
Table 53 Toilet Care Products Brand Shares 2003-2006
Table 54 Forecast Sales of Toilet Care Products by Subsector: Value 2006-2011
Table 55 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2006-2011
POLISHES IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 56 Sales of Polishes by Subsector: Value 2001-2006
Table 57 Sales of Polishes by Subsector: % Value Growth 2001-2006
Table 58 Polishes Company Shares 2002-2006
Table 59 Polishes Brand Shares 2003-2006
Table 60 Forecast Sales of Polishes by Subsector: Value 2006-2011
Table 61 Forecast Sales of Polishes by Subsector: % Value Growth 2006-2011
AIR CARE IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 62 Sales of Air Care by Subsector: Value 2001-2006
Table 63 Sales of Air Care by Subsector: % Value Growth 2001-2006
Table 64 Leading Fragrances for Air Care 2006
Table 65 Air Care Company Shares 2002-2006
Table 66 Air Care Brand Shares 2003-2006
Table 67 Forecast Sales of Air Care by Subsector: Value 2006-2011
Table 68 Forecast Sales of Air Care by Subsector: % Value Growth 2006-2011
INSECTICIDES IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 69 Sales of Insecticides by Subsector: Value 2001-2006
Table 70 Sales of Insecticides by Subsector: % Value Growth 2001-2006
Table 71 Insecticides Company Shares 2002-2006
Table 72 Insecticides Brand Shares 2003-2006
Table 73 Forecast Sales of Insecticides by Subsector: Value 2006-2011
Table 74 Forecast Sales of Insecticides by Subsector: % Value Growth 2006-2011