Germany

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…