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: 90 | Publication date: Nov 2008
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
Household care in Germany continues to grow in 2007
In 2007, the household care market in Germany continued to grow in current value terms for the second consecutive year. Although GDP fell slightly from 2006 to 2007, it remained significantly higher than at the beginning of the review period. A further fall in unemployment figures also helped encourage growth in the German economy. Sales of household care products in 2007 exceeded all other years in the review period, with the exception of 2003. Innovation and convenience are the two key trends that are driving growth in the market.
Convenience drives innovation and sales
The growth of single households in Germany, coupled with falling unemployment, has led to a greater desire among consumers for more convenient products to use in everyday life. Manufacturers have embraced this trend for convenience, and the review period has seen major new product development and innovation of more convenient household care products, particularly within toilet care products and dishwashing products. In spite of the opportunity created by the consumers’ desire for convenience, the German conscience about the environment and the use of environmentally-friendly products have a significant effect on the success of new product launches. For example, liquid detergent tablets, which enjoyed great success in other countries, failed to make an impact in Germany, where consumers place greater importance on using as little detergent as possible. Oxygen-based products, however, were widely accepted by German consumers due to the fact that they are more environmentally friendly than conventional bleaching agents.
Market penetration of private label falls
The top three GBOs (global brand owners) in the German household care market have retained their positions over the review period. The leading GBO, Henkel, has seen its percentage market share in value terms decrease, although the success of new product launches helped the company grow by over one percentage point from 2006 to 2007. Private label products enjoyed a strong performance over the review period to 2006, but new branded product launches persuaded German consumers to slowly move away from private label offerings. This caused the market penetration of private label to fall in 2007 for the first time in the survey period.
Non-grocery retailers increase distribution share
In Germany, the distribution of household care products is dominated by supermarkets/hypermarkets, followed by health and beauty retailers and then discounters. Over the review period, discounters have increased their distribution share, as the state of the economy in 2002-2004 boosted the appeal of private label products to German consumers. The increase in the distribution value share of the health and beauty retailers distribution channel over the review period is attributed to the fact that private label products are commonly offered alongside branded household care products in such outlets.
Moderate growth in constant value terms expected over 2007-2012 period
The household care market in Germany is mature, and this limits the potential for value sales growth over the forecast period. In spite of a strong performance in 2007, price may again become an influential factor for German consumers when making purchasing decisions. However, the rise in single-person households in Germany, as well as the increasing demand for more convenient household care products, and products with additional benefits, has resulted in a moderate growth forecast in constant value terms for household care in Germany over the 2007-2012 period.
Table of contents
HOUSEHOLD CARE IN GERMANY : MARKET INSIGHT
EXECUTIVE SUMMARY
Household care in Germany continues to grow in 2007
Convenience drives innovation and sales
Market penetration of private label falls
Non-grocery retailers increase distribution share
Moderate growth in constant value terms expected over 2007-2012 period
KEY TRENDS AND DEVELOPMENTS
Demographic and population changes drive the convenience trend
The German economy stays strong
Environmental concerns shape household care market
Germany slowly moves away from private label
Minor changes only in household care competitive environment
MARKET INDICATORS
Table 1 Households 2002-2007
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2002-2007
Table 3 Sales of Household Care by Sector: % Value Growth 2002-2007
Table 4 Household Care Company Shares 2003-2007
Table 5 Household Care Brand Shares 2004-2007
Table 6 Penetration of Private Label by Sector 2003-2007
Table 7 Sales of Household Care by Distribution Format: % Analysis 2002-2007
Table 8 Sales of Household Care by Sector and Distribution Format: % Analysis 2007
Table 9 Forecast Sales of Household Care by Sector: Value 2007-2012
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2007-2012
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - GERMANY
BURNUS GMBH - HOUSEHOLD CARE - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Burnus GmbH: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 3 Burnus GmbH: Production Statistics 2007
COMPETITIVE POSITIONING
DOMAL WITTOL WASCH & REINIGUNGSMITTEL GMBH - HOUSEHOLD CARE - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Domal Wittol Wasch und Reinigungsmittel GmbH: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 5 Domal Wittol Wasch und Reinigungsmittel GmbH: Production Statistics 2007
COMPETITIVE POSITIONING
FIT GMBH - HOUSEHOLD CARE - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Fit GmbH: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
HENKEL WASCH & REINIGUNGSMITTEL GMBH - HOUSEHOLD CARE - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Henkel Wasch & Reinigungsmittel GmbH: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
JEYES DEUTSCHLAND GMBH - HOUSEHOLD CARE - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Jeyes Deutschland GmbH: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
JOHNSON WAX GMBH - HOUSEHOLD CARE - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Johnson Wax GmbH: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
RECKITT BENCKISER DEUTSCHLAND GMBH - HOUSEHOLD CARE - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Reckitt Benckiser Deutschland GmbH: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 11 Reckitt Benckiser Deutschland GmbH: Production Statistics 2005
COMPETITIVE POSITIONING
UNILEVER DEUTSCHLAND GMBH - HOUSEHOLD CARE - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Unilever Deutschland GmbH: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 13 Unilever Deutschland GmbH: Production Statistics 2007
COMPETITIVE POSITIONING
WERNER & MERTZ GMBH - HOUSEHOLD CARE - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Werner & Mertz GmbH: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
LAUNDRY CARE IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 11 Household Penetration of Washing Machines 2002-2007
SECTOR DATA
Table 12 Sales of Laundry Care by Subsector: Value 2002-2007
Table 13 Sales of Laundry Care by Subsector: % Value Growth 2002-2007
Table 14 Sales of Laundry Detergents by Type: Value 2002-2007
Table 15 Sales of Laundry Detergents by Type: % Value Growth 2002-2007
Table 16 Sales of Biological versus Non-biological Automatic Detergents: % Analysis 2007
Table 17 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2007
Table 18 Sales of Laundry Aids by Type: Value 2002-2007
Table 19 Sales of Laundry Aids by Type: % Value Growth 2002-2007
Table 20 Laundry Care Company Shares 2003-2007
Table 21 Laundry Care Brand Shares 2004-2007
Table 22 Laundry Detergents Company Shares 2003-2007
Table 23 Laundry Detergents Brand Shares 2004-2007
Table 24 Laundry Aids Company Shares 2003-2007
Table 25 Laundry Aids Brand Shares 2004-2007
Table 26 Forecast Sales of Laundry Care by Subsector: Value 2007-2012
Table 27 Forecast Sales of Laundry Care by Subsector: % Value Growth 2007-2012
DISHWASHING PRODUCTS IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 28 Household Penetration of Dishwashers 2002-2007
SECTOR DATA
Table 29 Sales of Dishwashing Products by Subsector: Value 2002-2007
Table 30 Sales of Dishwashing Products by Subsector: % Value Growth 2002-2007
Table 31 Dishwashing Products Company Shares 2003-2007
Table 32 Dishwashing Products Brand Shares 2004-2007
Table 33 Forecast Sales of Dishwashing Products by Subsector: Value 2007-2012
Table 34 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2007-2012
SURFACE CARE IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 35 Sales of Surface Care by Subsector: Value 2002-2007
Table 36 Sales of Surface Care by Subsector: % Value Growth 2002-2007
Table 37 Sales of Wipes by Type: Value 2002-2007
Table 38 Sales of Wipes by Type: % Value Growth 2002-2007
Table 39 Surface Care Company Shares 2003-2007
Table 40 Surface Care Brand Shares 2004-2007
Table 41 Wipes Company Shares 2003-2007
Table 42 Wipes Brand Shares 2004-2007
Table 43 Forecast Sales of Surface Care by Subsector: Value 2007-2012
Table 44 Forecast Sales of Surface Care by Subsector: % Value Growth 2007-2012
CHLORINE BLEACH IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 45 Sales of Chlorine Bleach: Value 2002-2007
Table 46 Sales of Chlorine Bleach: % Value Growth 2002-2007
Table 47 Chlorine Bleach Company Shares 2003-2007
Table 48 Chlorine Bleach Brand Shares 2004-2007
Table 49 Forecast Sales of Chlorine Bleach: Value 2007-2012
Table 50 Forecast Sales of Chlorine Bleach: % Value Growth 2007-2012
TOILET CARE PRODUCTS IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 51 Sales of Toilet Care Products by Subsector: Value 2002-2007
Table 52 Sales of Toilet Care Products by Subsector: % Value Growth 2002-2007
Table 53 Toilet Care Products Company Shares 2003-2007
Table 54 Toilet Care Products Brand Shares 2004-2007
Table 55 Forecast Sales of Toilet Care Products by Subsector: Value 2007-2012
Table 56 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2007-2012
POLISHES IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 57 Sales of Polishes by Subsector: Value 2002-2007
Table 58 Sales of Polishes by Subsector: % Value Growth 2002-2007
Table 59 Polishes Company Shares 2003-2007
Table 60 Polishes Brand Shares 2004-2007
Table 61 Forecast Sales of Polishes by Subsector: Value 2007-2012
Table 62 Forecast Sales of Polishes by Subsector: % Value Growth 2007-2012
AIR CARE IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
CANDLES
SECTOR DATA
Table 63 Sales of Air Care by Subsector: Value 2002-2007
Table 64 Sales of Air Care by Subsector: % Value Growth 2002-2007
Table 65 Air Care Fragrances Rankings by Value 2006-2007
Table 66 Air Care Company Shares 2003-2007
Table 67 Air Care Brand Shares 2004-2007
Table 68 Forecast Sales of Air Care by Subsector: Value 2007-2012
Table 69 Forecast Sales of Air Care by Subsector: % Value Growth 2007-2012
INSECTICIDES IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 70 Sales of Insecticides by Subsector: Value 2002-2007
Table 71 Sales of Insecticides by Subsector: % Value Growth 2002-2007
Table 72 Spray Insecticides by Type: %Value Breakdown 2006-2007
Table 73 Insecticides Company Shares 2003-2007
Table 74 Insecticides Brand Shares 2004-2007
Table 75 Forecast Sales of Insecticides by Subsector: Value 2007-2012
Table 76 Forecast Sales of Insecticides by Subsector: % Value Growth 2007-2012