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Country Report

Home Care in

Home Care in Germany

Feb 2019

US$2,650

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Executive Summary

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Contrasting trends fail to prevent stagnation in home care sales

Home care in Germany faced a variety of opposing factors impacting sales and shaping products and the competitive landscape in 2018. German consumers continued to place great value on clean, well-cared for homes that reflect an organised and often cosy style.

Home care serves therapeutic purpose whilst still offering convenience

Product development and new innovative launches within home care strongly revolved around increased sustainability, naturalness and product concentration. Within laundry care, German consumers were presented with a large variety of new products offering lower dosages promising better, longer-lasting results that were additionally marketed with a strong focus on comfort and other positive emotions.

Sophisticated private label stiffens competitive environment

The competitive environment in home care in Germany remained highly fragmented and thus very challenging for existing players and new entrants alike. Even though large multinational players such as Henkel, Procter & Gamble, Reckitt Benckiser or SC Johnson for example, maintained strong positions among the leading 10 players in Germany, new brand or product launches as well as strong private label development continued to increase pressure.

Concentrated formulations, multi-functionality and sustainability as key themes

Despite the high levels of maturity and saturation in German home care, innovation plays a major role for most existing players and brands. New product launches are among the main strategies for increased brand awareness as well as continuous consumer interest.

Technological advances serve as a threat to home care sales

Retail volume sales of home care in Germany are set to record stagnation over the forecast period, which will be a marginal improvement on 2018’s decline. First, the performance will mainly be a continuation of trends witnessed at the end of the review period, including products’ increasing concentration levels, especially laundry care as well as continuously strong impact and development of private label providers.

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Home Care Sample Report Home Care Sample Data

Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Home Care industry in Germany with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Home Care industry in Germany, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Germany for free:

The Home Care in Germany market research report includes:

Analysis of key supply-side and demand trends
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Home Care in Germany?
What are the major brands in Germany?
What is the importance of the trend towards environmentally friendly products in home care?
What are the main growth drivers of the home care market in Germany?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Home Care market research database.

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Home Care in Germany

EXECUTIVE SUMMARY

Contrasting trends fail to prevent stagnation in home care sales

Home care serves therapeutic purpose whilst still offering convenience

Sophisticated private label stiffens competitive environment

Concentrated formulations, multi-functionality and sustainability as key themes

Technological advances serve as a threat to home care sales

MARKET INDICATORS

Table 1 Households 2013-2018

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2013-2018
Table 3 Sales of Home Care by Category: % Value Growth 2013-2018
Table 4 NBO Company Shares of Home Care: % Value 2014-2018
Table 5 LBN Brand Shares of Home Care: % Value 2015-2018
Table 6 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 7 Distribution of Home Care by Format: % Value 2013-2018
Table 8 Distribution of Home Care by Format and Category: % Value 2018
Table 9 Forecast Sales of Home Care by Category: Value 2018-2023
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Air Care in Germany

HEADLINES

PROSPECTS

Cocooning and homing support high sales of air care

Too many alternatives limit growth for air care

Other air care remains small but innovative in Germany

COMPETITIVE LANDSCAPE

Strong presence supports SC Johnson

Innovation drives Procter & Gamble

Private label adds pressure

CATEGORY DATA

Table 11 Sales of Air Care by Category: Value 2013-2018
Table 12 Sales of Air Care by Category: % Value Growth 2013-2018
Table 13 Sales of Air Care by Fragrance: Value Ranking 2013-2018
Table 14 NBO Company Shares of Air Care: % Value 2014-2018
Table 15 LBN Brand Shares of Air Care: % Value 2015-2018
Table 16 Forecast Sales of Air Care by Category: Value 2018-2023
Table 17 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Bleach in Germany

HEADLINES

PROSPECTS

Consumer perception further dampens sales of bleach

Bleach remains a low profile niche product

Too many alternatives obstruct potential for growth

COMPETITIVE LANDSCAPE

Product’s standing grants Colgate-Palmolive secure lead

Private label remains a strong presence

CATEGORY DATA

Table 18 Sales of Bleach: Value 2013-2018
Table 19 Sales of Bleach: % Value Growth 2013-2018
Table 20 NBO Company Shares of Bleach: % Value 2014-2018
Table 21 LBN Brand Shares of Bleach: % Value 2015-2018
Table 22 Forecast Sales of Bleach: Value 2018-2023
Table 23 Forecast Sales of Bleach: % Value Growth 2018-2023

Dishwashing in Germany

HEADLINES

PROSPECTS

Societal trends support sales of dishwashing

Automatic dishwashing remains key driver

Hand dishwashing demand remains stable

COMPETITIVE LANDSCAPE

Henkel retains leadership with innovations including sustainable angle

Finish continues to lead automatic dishwashing and also targets sustainability

Strong private label presence increases pressure

CATEGORY INDICATORS

Table 24 Household Possession of Dishwashers 2013-2018

CATEGORY DATA

Table 25 Sales of Dishwashing by Category: Value 2013-2018
Table 26 Sales of Dishwashing by Category: % Value Growth 2013-2018
Table 27 NBO Company Shares of Dishwashing: % Value 2014-2018
Table 28 LBN Brand Shares of Dishwashing: % Value 2015-2018
Table 29 Forecast Sales of Dishwashing by Category: Value 2018-2023
Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023

Home Insecticides in Germany

HEADLINES

PROSPECTS

Change in weather unsupportive of higher sales

Negative image of home insecticides damages sales

Less toxic solutions for future growth

COMPETITIVE LANDSCAPE

Large product selection and penetration support Scotts Celaflor

Spotless exits home insecticides

Private label on the rise

CATEGORY DATA

Table 31 Sales of Home Insecticides by Category: Value 2013-2018
Table 32 Sales of Home Insecticides by Category: % Value Growth 2013-2018
Table 33 Sales of Spray/Aerosol Insecticides by Type: % Value 2013-2018
Table 34 NBO Company Shares of Home Insecticides: % Value 2014-2018
Table 35 LBN Brand Shares of Home Insecticides: % Value 2015-2018
Table 36 Forecast Sales of Home Insecticides by Category: Value 2018-2023
Table 37 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023

Laundry Care in Germany

HEADLINES

PROSPECTS

Efficiency at low prices ideal for consumers but challenging for manufacturers

Convenience instead of simple functionality to maintain sales

Lower volume sales due to concentration

COMPETITIVE LANDSCAPE

Henkel’s products offer specific value

Unilever scores with high concentration

Private label - innovative, state of the art and lower in price

CATEGORY INDICATORS

Table 38 Household Possession of Washing Machines 2013-2018

CATEGORY DATA

Table 39 Sales of Laundry Care by Category: Value 2013-2018
Table 40 Sales of Laundry Care by Category: % Value Growth 2013-2018
Table 41 Sales of Laundry Aids by Category: Value 2013-2018
Table 42 Sales of Laundry Aids by Category: % Value Growth 2013-2018
Table 43 Sales of Laundry Detergents by Category: Value 2013-2018
Table 44 Sales of Laundry Detergents by Category: % Value Growth 2013-2018
Table 45 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2013-2018
Table 46 NBO Company Shares of Laundry Care: % Value 2014-2018
Table 47 LBN Brand Shares of Laundry Care: % Value 2015-2018
Table 48 NBO Company Shares of Laundry Aids: % Value 2014-2018
Table 49 LBN Brand Shares of Laundry Aids: % Value 2015-2018
Table 50 NBO Company Shares of Laundry Detergents: % Value 2014-2018
Table 51 LBN Brand Shares of Laundry Detergents: % Value 2015-2018
Table 52 Forecast Sales of Laundry Care by Category: Value 2018-2023
Table 53 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

Polishes in Germany

HEADLINES

PROSPECTS

Modern lifestyles relinquish necessity for polishes

Shoe polish continues to lose popularity

DIY trends negatively impact polishes

COMPETITIVE LANDSCAPE

Long tradition supports position of Werner & Mertz

Shifts in portfolios reduce polish sales to make room for profitable products

Interchangeable products benefit private label

CATEGORY DATA

Table 54 Sales of Polishes by Category: Value 2013-2018
Table 55 Sales of Polishes by Category: % Value Growth 2013-2018
Table 56 NBO Company Shares of Polishes: % Value 2014-2018
Table 57 LBN Brand Shares of Polishes: % Value 2015-2018
Table 58 Forecast Sales of Polishes by Category: Value 2018-2023
Table 59 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

Surface Care in Germany

HEADLINES

PROSPECTS

Cleaning habits balance sales

Technological advances threaten surface care’s growth

Free from versus antibacterial – positive and negative effects on sales

COMPETITIVE LANDSCAPE

Value packs for value growth

Demand for cleanliness supports sales of Sagrotan and Reckitt Benckiser

Challenging competition leads to discontinuations

CATEGORY DATA

Table 60 Sales of Surface Care by Category: Value 2013-2018
Table 61 Sales of Surface Care by Category: % Value Growth 2013-2018
Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2013-2018
Table 63 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2013-2018
Table 64 NBO Company Shares of Surface Care: % Value 2014-2018
Table 65 LBN Brand Shares of Surface Care: % Value 2015-2018
Table 66 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2018
Table 67 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2018
Table 68 Forecast Sales of Surface Care by Category: Value 2018-2023
Table 69 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Toilet Care in Germany

HEADLINES

PROSPECTS

Consumers’ attitudes towards toilet cleaning benefits sales

The scent of clean freshness – ITBs drives sales

Strong marketing activities with advertisements support growth

COMPETITIVE LANDSCAPE

Innovation, product placement and strong positioning secure lead for Henkel

Green toilets – sustainable brands continue growing in demand

Duck innovations: WC-Ente supports SC Johnson’s success in Germany

CATEGORY DATA

Table 70 Sales of Toilet Care by Category: Value 2013-2018
Table 71 Sales of Toilet Care by Category: % Value Growth 2013-2018
Table 72 NBO Company Shares of Toilet Care: % Value 2014-2018
Table 73 LBN Brand Shares of Toilet Care: % Value 2015-2018
Table 74 Forecast Sales of Toilet Care by Category: Value 2018-2023
Table 75 Forecast Sales of Toilet Care by Category: % Value Growth 2018-2023

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Megatrends

Country Report

Home Care in Germany

New Report Guarantee

Executive Summary

New Report Guarantee

Contrasting trends fail to prevent stagnation in home care sales

Home care serves therapeutic purpose whilst still offering convenience

Sophisticated private label stiffens competitive environment

Concentrated formulations, multi-functionality and sustainability as key themes

Technological advances serve as a threat to home care sales

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Home Care in Germany

EXECUTIVE SUMMARY

Contrasting trends fail to prevent stagnation in home care sales

Home care serves therapeutic purpose whilst still offering convenience

Sophisticated private label stiffens competitive environment

Concentrated formulations, multi-functionality and sustainability as key themes

Technological advances serve as a threat to home care sales

MARKET INDICATORS

MARKET DATA

SOURCES

Air Care in Germany

HEADLINES

PROSPECTS

Cocooning and homing support high sales of air care

Too many alternatives limit growth for air care

Other air care remains small but innovative in Germany

COMPETITIVE LANDSCAPE

Strong presence supports SC Johnson

Innovation drives Procter & Gamble

Private label adds pressure

CATEGORY DATA

Bleach in Germany

HEADLINES

PROSPECTS

Consumer perception further dampens sales of bleach

Bleach remains a low profile niche product

Too many alternatives obstruct potential for growth

COMPETITIVE LANDSCAPE

Product’s standing grants Colgate-Palmolive secure lead

Private label remains a strong presence

CATEGORY DATA

Dishwashing in Germany

HEADLINES

PROSPECTS

Societal trends support sales of dishwashing

Automatic dishwashing remains key driver

Hand dishwashing demand remains stable

COMPETITIVE LANDSCAPE

Henkel retains leadership with innovations including sustainable angle

Finish continues to lead automatic dishwashing and also targets sustainability

Strong private label presence increases pressure

CATEGORY INDICATORS

CATEGORY DATA

Home Insecticides in Germany

HEADLINES

PROSPECTS

Change in weather unsupportive of higher sales

Negative image of home insecticides damages sales

Less toxic solutions for future growth

COMPETITIVE LANDSCAPE

Large product selection and penetration support Scotts Celaflor

Spotless exits home insecticides

Private label on the rise

CATEGORY DATA

Laundry Care in Germany

HEADLINES

PROSPECTS

Efficiency at low prices ideal for consumers but challenging for manufacturers

Convenience instead of simple functionality to maintain sales

Lower volume sales due to concentration

COMPETITIVE LANDSCAPE

Henkel’s products offer specific value

Unilever scores with high concentration