Henkel AG & Co KGaA in Home Care

June 2022

As the fourth largest home care player in the world, Henkel derives most of its industry revenue from its laundry care business, while dishwashing and toilet care have grown the strongest. Despite a decline in market share, the company managed to grow its business from market momentum. Sustainable development and digital transformation are at the heart of Henkel’s Purposeful Growth Ambition. Henkel has significantly increased its investment in these areas.

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Overview:

Euromonitor International's report on Henkel AG & Co KGaA delivers a detailed strategic analysis of the company's business, examining its performance in the Home 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 SWPT 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

Research you can trust:

Euromonitor International's company profile reports are written by our Home Care research team, a dedicated group of analysts that knows the industry inside and out. Buy this report to inform your planning, strategy, marketing, sales and competitor intelligence functions.

Scope of the report

Scope

Introduction

Executive summary

State of play

Henkel announces plans of stopping its business operations in Russia
Top companies at a glance
Henkel´s global footprint
US remains Henkel’s largest home care market despite witnessing value sales decline
Market momentum ensures sustained value growth for Henkel

Exposure to future growth

Impact of supply chain issues and inflation on Henkel’s growth outlook
Biggest growth potential can be found across laundry detergent categories

Competitive positioning

Henkel managed to grow in absolute sales albeit decline in market share
Procter & Gamble remains Henkel’s biggest competitor
Key categories and markets
Key brands

Company strategy

Henkel invests in switch to renewable feedstock in partnership with BASF
Henkel merges its consumer business into Henkel Consumer Brands
Brand incubator Love Nature launches new product development in Germany
Henkel improves on circularity and recyclability across its product portfolio (1)
Henkel improves on circularity and recyclability across its product portfolio (2)
Henkel introduces cold wash claims to dishwashing category
Acquisition of Swania SAS strengthens Henkel’s position in market for green home care

Laundry care

Western Europe is key contributor to Henkel’s laundry care business
Concentrated detergents dominate sales in developed markets
The US offers the biggest absolute forecast growth potential

Dishwashing

Western Europe accounts for more than half of Henkel’s global dishwashing revenue
Henkel’s success in dishwashing is spread across hand and automatic dishwashing
Majority of future revenue growth to derive from developing markets

Toilet care

The vast majority of toilet care sales stems from European business
Henkel’s market leadership in ITBs ensures strong category performance
Innovation in rim blocks to lead to revenue gains over the forecast period

Surface care

Western Europe is Henkel’s biggest surface care market
Multi-purpose cleaners contribute most to Henkel’s surface care business
Limited presence in surface care restricts future growth potential in the category

Key findings

Key findings

Appendix

Projected company sales: FAQs (1)
Projected company sales: FAQs (2)

Home Care

This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.

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