Surface Care in Germany
Euromonitor International's Surface 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: 50 | 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
Bathroom cleaners; Descalers; Drain openers; Floor cleaners; Household antiseptics/disinfectants; Kitchen cleaners; Multi-purpose cleaners; Oven cleaners; Scouring agents; Window/glass cleaners; Wipes and floor cleaning systems
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
SURFACE CARE IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 11 Sales of Surface Care by Subsector: Value 2001-2006
Table 12 Sales of Surface Care by Subsector: % Value Growth 2001-2006
Table 13 Sales of Wipes by Type: Value 2001-2006
Table 14 Sales of Wipes by Type: % Value Growth 2001-2006
Table 15 Surface Care Company Shares 2002-2006
Table 16 Surface Care Brand Shares 2003-2006
Table 17 Wipes Company Shares 2002-2006
Table 18 Wipes Brand Shares 2003-2006
Table 19 Forecast Sales of Surface Care by Subsector: Value 2006-2011
Table 20 Forecast Sales of Surface Care by Subsector: % Value Growth 2006-2011