Home Care in Germany

Home Care in Germany

EXECUTIVE SUMMARY

Slow recovery in 2019: Innovation and efficiency are the main growth drivers

Cleaning is no longer a hassle: Germans enjoy their cleaning chores

Henkel AG & Co KGaA leads and grows stronger in 2019

Home care is becoming more natural and eco-friendlier

Forecast period performance of home care will remain limited

MARKET INDICATORS

Table 1 Households 2014-2019

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2014-2019
Table 3 Sales of Home Care by Category: % Value Growth 2014-2019
Table 4 NBO Company Shares of Home Care: % Value 2015-2019
Table 5 LBN Brand Shares of Home Care: % Value 2016-2019
Table 6 Penetration of Private Label in Home Care by Category: % Value 2014-2019
Table 7 Distribution of Home Care by Format: % Value 2014-2019
Table 8 Distribution of Home Care by Format and Category: % Value 2019
Table 9 Forecast Sales of Home Care by Category: Value 2019-2024
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources

Laundry Care in Germany

HEADLINES

PROSPECTS

Lifestyle trends push laundry care out of stagnation in 2019

Liquid tablet detergents continues its double-digit value growth in 2019

Scent booster products enjoy one of the fastest growth rates among laundry aids

COMPETITIVE LANDSCAPE

Henkel retains its leading position thanks to Persil’s outstanding performance

Procter & Gamble closes the gap with Henkel

Green companies increase their portfolios

CATEGORY INDICATORS

Table 11 Household Possession of Washing Machines 2014-2019

CATEGORY DATA

Table 12 Sales of Laundry Care by Category: Value 2014-2019
Table 13 Sales of Laundry Care by Category: % Value Growth 2014-2019
Table 14 Sales of Laundry Aids by Category: Value 2014-2019
Table 15 Sales of Laundry Aids by Category: % Value Growth 2014-2019
Table 16 Sales of Laundry Detergents by Category: Value 2014-2019
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2014-2019
Table 18 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2014-2019
Table 19 NBO Company Shares of Laundry Care: % Value 2015-2019
Table 20 LBN Brand Shares of Laundry Care: % Value 2016-2019
Table 21 NBO Company Shares of Laundry Aids: % Value 2015-2019
Table 22 LBN Brand Shares of Laundry Aids: % Value 2016-2019
Table 23 NBO Company Shares of Laundry Detergents: % Value 2015-2019
Table 24 LBN Brand Shares of Laundry Detergents: % Value 2016-2019
Table 25 Forecast Sales of Laundry Care by Category: Value 2019-2024
Table 26 Forecast Sales of Laundry Care by Category: % Value Growth 2019-2024

Dishwashing in Germany

HEADLINES

PROSPECTS

Automatic dishwashing drives sales due to its convenience

Dishwashing additives continues to decline

Consumers’ environmental awareness pushes companies to innovate

COMPETITIVE LANDSCAPE

Henkel leads dishwashing thanks to its product portfolio

Finish leads automatic dishwashing tablets and dishwashing additives

Eco-friendly brands are also present in dishwashing

CATEGORY INDICATORS

Table 27 Household Possession of Dishwashers 2014-2019

CATEGORY DATA

Table 28 Sales of Dishwashing by Category: Value 2014-2019
Table 29 Sales of Dishwashing by Category: % Value Growth 2014-2019
Table 30 NBO Company Shares of Dishwashing: % Value 2015-2019
Table 31 LBN Brand Shares of Dishwashing: % Value 2016-2019
Table 32 Forecast Sales of Dishwashing by Category: Value 2019-2024
Table 33 Forecast Sales of Dishwashing by Category: % Value Growth 2019-2024

Surface Care in Germany

HEADLINES

PROSPECTS

Convenient and time-saving surface cleaners continue to drive sales

Sustainability continues to influence surface care sales

Kitchen cleaners maintains strong growth

COMPETITIVE LANDSCAPE

Procter & Gamble leads surface care thanks to its Swiffer brand

Private label continues to lead home care wipes and floor cleaning systems

Innovation and new product development remain key in attracting consumers

CATEGORY DATA

Table 34 Sales of Surface Care by Category: Value 2014-2019
Table 35 Sales of Surface Care by Category: % Value Growth 2014-2019
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2014-2019
Table 37 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2014-2019
Table 38 NBO Company Shares of Surface Care: % Value 2015-2019
Table 39 LBN Brand Shares of Surface Care: % Value 2016-2019
Table 40 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2019
Table 41 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2019
Table 42 Forecast Sales of Surface Care by Category: Value 2019-2024
Table 43 Forecast Sales of Surface Care by Category: % Value Growth 2019-2024

Bleach in Germany

HEADLINES

PROSPECTS

Health and wellness fears impede bleach’s growth in 2019

Surface cleaners obstruct growth for bleach

Bleach set to be mostly purchased online

COMPETITIVE LANDSCAPE

Colgate-Palmolive leads bleach with Dan Klorix

Leading brands invest in other categories rather than bleach

Private label gains territory in bleach

CATEGORY DATA

Table 44 Sales of Bleach: Value 2014-2019
Table 45 Sales of Bleach: % Value Growth 2014-2019
Table 46 NBO Company Shares of Bleach: % Value 2015-2019
Table 47 LBN Brand Shares of Bleach: % Value 2016-2019
Table 48 Forecast Sales of Bleach: Value 2019-2024
Table 49 Forecast Sales of Bleach: % Value Growth 2019-2024

Toilet Care in Germany

HEADLINES

PROSPECTS

Toilet care posts growth in 2019 but is expected to slow down in the forecast period

Rim blocks post the strongest growth within toilet care in 2019

ITBs and toilet liquids/foam perform strongly as they simplify Germans’ lives

COMPETITIVE LANDSCAPE

Henkel leads toilet care with WC Frisch

Sustainability: The key to growth

Private label increases the pressure on brands

CATEGORY DATA

Table 50 Sales of Toilet Care by Category: Value 2014-2019
Table 51 Sales of Toilet Care by Category: % Value Growth 2014-2019
Table 52 NBO Company Shares of Toilet Care: % Value 2015-2019
Table 53 LBN Brand Shares of Toilet Care: % Value 2016-2019
Table 54 Forecast Sales of Toilet Care by Category: Value 2019-2024
Table 55 Forecast Sales of Toilet Care by Category: % Value Growth 2019-2024

Polishes in Germany

HEADLINES

PROSPECTS

Polishes declines in 2019 due to changing consumer lifestyles and patterns

Shoe polish is unpopular with the younger generation

Furniture polish is expected to decline due to wooden furniture becoming less popular

COMPETITIVE LANDSCAPE

Werner & Mertz leads polishes with its Erdal brand

Mr Muscle dominates metal polishes in 2019

New materials expected to boost sales of polishes

CATEGORY DATA

Table 56 Sales of Polishes by Category: Value 2014-2019
Table 57 Sales of Polishes by Category: % Value Growth 2014-2019
Table 58 NBO Company Shares of Polishes: % Value 2015-2019
Table 59 LBN Brand Shares of Polishes: % Value 2016-2019
Table 60 Forecast Sales of Polishes by Category: Value 2019-2024
Table 61 Forecast Sales of Polishes by Category: % Value Growth 2019-2024

Air Care in Germany

HEADLINES

PROSPECTS

Air care sales decline in 2019 but are expected to recover

Air care shifts in terms of distribution

Premiumisation and product innovation push the average unit price upwards

COMPETITIVE LANDSCAPE

SC Johnson leads with its Glade brand

Yankee Candle leads premium candle air fresheners

Variety increases among private label air care products

CATEGORY DATA

Table 62 Sales of Air Care by Category: Value 2014-2019
Table 63 Sales of Air Care by Category: % Value Growth 2014-2019
Table 64 Sales of Air Care by Fragrance: Value Ranking 2018-2019
Table 65 NBO Company Shares of Air Care: % Value 2015-2019
Table 66 LBN Brand Shares of Air Care: % Value 2016-2019
Table 67 Forecast Sales of Air Care by Category: Value 2019-2024
Table 68 Forecast Sales of Air Care by Category: % Value Growth 2019-2024

Home Insecticides in Germany

HEADLINES

PROSPECTS

Decline in the insect population hinders growth in home insecticides

Rising health awareness continues to influence home insecticides negatively

Home improvement and gardening stores continues its growth as a distribution channel for home insecticides

COMPETITIVE LANDSCAPE

Aeroxon Insect Control replaces Scotts Celaflor as leading player

Raid dominates spray/aerosol insecticides and electric insecticides

Profissimo posts strong value growth in electric insecticides

CATEGORY DATA

Table 69 Sales of Home Insecticides by Category: Value 2014-2019
Table 70 Sales of Home Insecticides by Category: % Value Growth 2014-2019
Table 71 Sales of Spray/Aerosol Insecticides by Type: % Value 2014-2019
Table 72 NBO Company Shares of Home Insecticides: % Value 2015-2019
Table 73 LBN Brand Shares of Home Insecticides: % Value 2016-2019
Table 74 Forecast Sales of Home Insecticides by Category: Value 2019-2024
Table 75 Forecast Sales of Home Insecticides by Category: % Value Growth 2019-2024

---