Henkel AG & Co KGaA in Home Care

Company Profile

About This Report

Jul 2018

Henkel is the third largest home care manufacturer in the world, and the second largest in Western Europe. The company had a record year in 2017 for sales, growth and profits, driven by a US laundry acquisition (Sun Products) and organic growth. This profile analyses Henkel’s strategic efforts to strengthen its key category positions in developed markets, gaps left by region and category, and key opportunities and risks attached to 2018 trends and technologies coming to home care.

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Henkel AG & Co KGaA in Home Care

Euromonitor International's report on Henkel AG & Co KGaA delivers a detailed strategic analysis of the company's business, examining its performance in the Toilet Care market and the global economy.

Company and market share data provide a detailed look at the financial position of Henkel AG & Co KGaA, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Henkel AG & Co KGaA.

This report examines:
  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWOT analysis of Henkel AG & Co KGaA provides strategic intelligence on:
  • Strengths and weaknesses
  • Category and country opportunities for growth
  • Challenges and threats from current competition and future prospects
  • Global and regional market positions

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Euromonitor International's company profile reports are written by our Toilet Care research team, a dedicated group of analysts that knows the industry inside and out.

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Strategic Evaluation

Organic adhesive gains and laundry acquisition are growth drivers
“Steady as she goes ”: The ship is on course for continued success
Senior management team touching on Laundry & Home Care
Financial performance in 2017
The 2020 vision (efforts continue in 2017 to the long-term plan )
The 2020 vision: Strategic challenges and objectives
SWOT: Henkel AG & Co KGaA

Competitive Positioning

Sun Products acquisition continues to be a driver of Henkel’s figures
P&G with a slight 2017 share loss going to SC Johnson and Colgate
Henkel shakes up the top five rankings; top 10 grows in significance
A narrow portfolio has a restricted competitor landscape for Henkel
Henkel goes head-to-head with global home care number one: P&G
2017 overlap growth/decline segments: Henkel versus P&G
2017 overlap growth/decline segments: Henkel versus Unilever
Looking at Henkel versus P&G, at a country/category topline

The Zipjet Venture Capital Investment

Zipjet’s services to 2018
New investors in the latest Series B funding round in April 2018
Investments into service development, data-science and marketing
German on-demand , supported by German detergents specialist
German on-demand , supported by German appliances specialist
Initial projects that are under consideration for joint work
Viewing this activity at the “system” big picture level
The emotion of laundry is always in the clothing

Market Assessment

Asia Pacific and Latin America remain holes in the portfolio
Challenges in both developed and emerging markets
Seeing the view at country level, the gaps in presence are clearer
Beyond laundry: Limited exposure in smaller home care categories
Home care top five: Study in concentrated versus balanced portfolios

Laundry Care

The significance of laundry care within home care in 2017
World: Henkel’s laundry strength is in specific categories (with gaps)
Asia Pacific (33%): A trace presence only, unchanging over time
Western Europe (18%): Closing in on attacking the number one spot
North America (17%): Henkel held on to Sun Products’s scale intact
Total Henkel share is stable following Sun Products integration
Latin America (15%): Longer-term growth opportunity
MEA (10%): Cross-country gains, but still absent from South Africa
Eastern Europe (6%): Henkel shy of number one by three points
Australasia (1%): Dominant in premium liquids, but there are gaps
New products 2017-2018: Persil Clean & Smooth
New products 2017-2018: Odour eliminator (Sun Products)

Non-Laundry Home Care

Beyond laundry: The size, shape and mix of home care in 2017
World: Henkel is at risk of focusing too much on just laundry care
Asia Pacific (24%): Absent from largest high growth market (China)
North America (24%): No growth in home care beyond laundry
Western Europe (23%): Henkel’s largest position beyond laundry
Latin America (15%): Trace presence in Mexico and dropping away
MEA (7%): Biggest range gaps are South Africa and surface care
Eastern Europe (6%): This is a strength for Henkel…but also a risk
Australasia (2%): Share gains in 2016, struggling beyond toilet care
New products 2017-2018: HomeControl anti-mosquito device

Brand Strategy

Acquisition strategy to be reconciled with brand consolidation
Sustainability is an award-winning quality of the business
This is activated in programmes such as “Waste Free Oceans”
Persil continues to extend its geographic reach into North America
Persil brand power in the context of its main rivals (laundry top 12)
Henkel increases partner collaboration with new technology
Henkel increases partner collaboration with new technology


Investment targets innovation and emerging markets
Embracing digital learning platforms for skill and resource transfer
Circular economy: Newcycling ® packaging recovery (reused plastic)
Retail store auditing boosted by an AI service provider in Germany


2018 key trends affecting the home care industry (page 1 of 2)
2018 key trends affecting the home care industry (page 2 of 2)
US laundry dominated in 2017; other categories need attention too
High-growth, high-value territories without a Henkel presence
Henkel should not be a strong laundry business (that also does… )