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Home Care in Germany

July 2022
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USD 2,750
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Overview:

Understand the latest market trends and future growth opportunities for the Home Care industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Air Care
  • Bleach
  • Dishwashing
  • Home Insecticides
  • Laundry Care
  • Polishes
  • Surface Care
  • Toilet Care

If you're in the Home Care industry in Germany, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Home Care in Germany report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Home Care in Germany?
  • Which are the leading brands in Home Care in Germany?
  • How are products distributed in Home Care in Germany?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
  • How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
  • Where is future growth expected to be most dynamic?
  • How important will sustainability and recycling be in generating future growth?
Download Table of Contents

Home Care in Germany

Home care in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for home care?
Chart 1 Home Care Value Sales Growth Scenarios: 2019-2026
Chart 2 Home Care Impact of Drivers on Value Sales: 2019-2026
Table 1 Households 2016-2021
Table 2 Sales of Home Care by Category: Value 2016-2021
Table 3 Sales of Home Care by Category: % Value Growth 2016-2021
Table 4 NBO Company Shares of Home Care: % Value 2017-2021
Table 5 LBN Brand Shares of Home Care: % Value 2018-2021
Table 6 Penetration of Private Label in Home Care by Category: % Value 2016-2021
Table 7 Distribution of Home Care by Format: % Value 2016-2021
Table 8 Distribution of Home Care by Format and Category: % Value 2021
Table 9 Forecast Sales of Home Care by Category: Value 2021-2026
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2021-2026

DISCLAIMER

Summary 1 Research Sources

Air Care in Germany

KEY DATA FINDINGS

Air care benefits from prolonged home seclusion
Lockdown and travel restrictions continue to hamper the use of car air fresheners
SC Johnson retains slim lead in 2021
Subdued but positive demand for air care expected over forecast period
Return to pre-pandemic lifestyles and travel habits offers respite for car air fresheners
Future development expected to align with aromatherapy’s rising popularity
Table 11 Sales of Air Care by Category: Value 2016-2021
Table 12 Sales of Air Care by Category: % Value Growth 2016-2021
Table 13 Sales of Air Care by Fragrance: Value Ranking 2019-2021
Table 14 NBO Company Shares of Air Care: % Value 2017-2021
Table 15 LBN Brand Shares of Air Care: % Value 2018-2021
Table 16 Forecast Sales of Air Care by Category: Value 2021-2026
Table 17 Forecast Sales of Air Care by Category: % Value Growth 2021-2026

Bleach in Germany

KEY DATA FINDINGS

Bleach continues to decline despite higher emphasis on hygiene
Bleach continues to face strong competition from other cleaning products
Limited product choice contributes to slow sales
Bleach expected to continue declining over the forecast period
Stronger sustainability concerns to further discourage purchase of bleach
Dan Klorix likely to remain dominant brand but overall pressure on price expected
Table 18 Sales of Bleach: Value 2016-2021
Table 19 Sales of Bleach: % Value Growth 2016-2021
Table 20 NBO Company Shares of Bleach: % Value 2017-2021
Table 21 LBN Brand Shares of Bleach: % Value 2018-2021
Table 22 Forecast Sales of Bleach: Value 2021-2026
Table 23 Forecast Sales of Bleach: % Value Growth 2021-2026

Dishwashing in Germany

KEY DATA FINDINGS

Flexible working and convenience drive sales of dishwashing
Sustainability concerns serve as innovation drivers
Hand dishwashing posts strongest growth in 2021
Demand set to remain elevated compared to pre-pandemic levels
Tablets will continue driving automatic dishwashing sales
Brands with ecological credentials likely to continue gaining share
Table 24 Household Possession of Dishwashers 2015-2020
Table 25 Sales of Dishwashing by Category: Value 2016-2021
Table 26 Sales of Dishwashing by Category: % Value Growth 2016-2021
Table 27 NBO Company Shares of Dishwashing: % Value 2017-2021
Table 28 LBN Brand Shares of Dishwashing: % Value 2018-2021
Table 29 Forecast Sales of Dishwashing by Category: Value 2021-2026
Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2021-2026

Home Insecticides in Germany

KEY DATA FINDINGS

Social distancing continues to damper sales of home insecticides
More natural and eco-friendly variants continue to prove popular
Aeroxon Insect Control GmbH retains lead
Warmer seasons and growing health and environmental concerns set to drive sales
Consumers to look to prevention methods to reduce reliance on chemicals
Anticipated rise in mosquito population offers sustained demand potential for convenient electric insecticides
Table 31 Sales of Home Insecticides by Category: Value 2016-2021
Table 32 Sales of Home Insecticides by Category: % Value Growth 2016-2021
Table 33 Sales of Spray/Aerosol Insecticides by Type: % Value 2016-2021
Table 34 NBO Company Shares of Home Insecticides: % Value 2017-2021
Table 35 LBN Brand Shares of Home Insecticides: % Value 2018-2021
Table 36 Forecast Sales of Home Insecticides by Category: Value 2021-2026
Table 37 Forecast Sales of Home Insecticides by Category: % Value Growth 2021-2026

Laundry Care in Germany

KEY DATA FINDINGS

Home seclusion and social distancing continue to suppress demand in early 2021
Sustainability is back on the agenda for laundry care manufacturers
Henkel AG & Co KGaA retains solid leadership of laundry care
Slow but steady sales growth expected
Solid performance anticipated for liquid tablet detergents
“Green” brands expected to add dynamism to laundry care
Table 38 Household Possession of Washing Machines 2016-2021
Table 39 Sales of Laundry Care by Category: Value 2016-2021
Table 40 Sales of Laundry Care by Category: % Value Growth 2016-2021
Table 41 Sales of Laundry Aids by Category: Value 2016-2021
Table 42 Sales of Laundry Aids by Category: % Value Growth 2016-2021
Table 43 Sales of Laundry Detergents by Category: Value 2016-2021
Table 44 Sales of Laundry Detergents by Category: % Value Growth 2016-2021
Table 45 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2016-2021
Table 46 NBO Company Shares of Laundry Care: % Value 2017-2021
Table 47 LBN Brand Shares of Laundry Care: % Value 2018-2021
Table 48 NBO Company Shares of Laundry Aids: % Value 2017-2021
Table 49 LBN Brand Shares of Laundry Aids: % Value 2018-2021
Table 50 NBO Company Shares of Laundry Detergents: % Value 2017-2021
Table 51 LBN Brand Shares of Laundry Detergents: % Value 2018-2021
Table 52 Forecast Sales of Laundry Care by Category: Value 2021-2026
Table 53 Forecast Sales of Laundry Care by Category: % Value Growth 2021-2026

Polishes in Germany

KEY DATA FINDINGS

Extended lockdown accelerates decline of polishes in Germany
Lack of investment from producers
Werner & Mertz remains the leader
Heightened ongoing competition from alternative products to push down popularity
Value could be supported by higher-quality polishes as consumption drops
More modern households will hamper growth of polishes
Table 54 Sales of Polishes by Category: Value 2016-2021
Table 55 Sales of Polishes by Category: % Value Growth 2016-2021
Table 56 NBO Company Shares of Polishes: % Value 2017-2021
Table 57 LBN Brand Shares of Polishes: % Value 2018-2021
Table 58 Forecast Sales of Polishes by Category: Value 2021-2026
Table 59 Forecast Sales of Polishes by Category: % Value Growth 2021-2026

Surface Care in Germany

KEY DATA FINDINGS

Heightened hygiene and sanitation concerns continue to drive sales of surface care
Multi-purpose cleaners remain the most used surface care product in Germany
Return of a focus on eco-friendly attributes
Demand to remain elevated despite consumers resuming pre-pandemic routines
Innovation to focus on eco-friendly concentrated products and disinfectant attributes
Demand to continue for multi-purpose antibacterial products
Table 60 Sales of Surface Care by Category: Value 2016-2021
Table 61 Sales of Surface Care by Category: % Value Growth 2016-2021
Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2016-2021
Table 63 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2016-2021
Table 64 NBO Company Shares of Surface Care: % Value 2017-2021
Table 65 LBN Brand Shares of Surface Care: % Value 2018-2021
Table 66 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2021
Table 67 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2018-2021
Table 68 Forecast Sales of Surface Care by Category: Value 2021-2026
Table 69 Forecast Sales of Surface Care by Category: % Value Growth 2021-2026

Toilet Care in Germany

KEY DATA FINDINGS

After strong 2020 performance, overall demand for toilet care declines in 2021
Weak presence in dynamic rim blocks limits the development of a “green” segment
Henkel and SC Johnson benefit as consumers search for familiar brand names
Higher hygiene awareness expected to increase appeal of specialised products
Rim blocks to continue driving growth through innovation as interest in other formats shrinks
Eco-friendly products to expand but green credentials not yet mainstream
Table 70 Sales of Toilet Care by Category: Value 2016-2021
Table 71 Sales of Toilet Care by Category: % Value Growth 2016-2021
Table 72 NBO Company Shares of Toilet Care: % Value 2017-2021
Table 73 LBN Brand Shares of Toilet Care: % Value 2018-2021
Table 74 Forecast Sales of Toilet Care by Category: Value 2021-2026
Table 75 Forecast Sales of Toilet Care by Category: % Value Growth 2021-2026
The following categories and subcategories are included:

Home Care

    • Candle Air Fresheners
    • Car Air Fresheners
    • Electric Air Fresheners
    • Gel Air Fresheners
    • Liquid Air Fresheners
    • Spray/Aerosol Air Fresheners
      • Carpet Fresheners
      • Odour Neutralisers
      • Refrigerator Fresheners
      • Waste Bin Fresheners
      • Other Other Air Care
  • Bleach
      • Automatic Dishwashing Liquids
      • Automatic Dishwashing Powders
      • Automatic Dishwashing Tablets
      • Dishwashing Additives
    • Hand Dishwashing
    • Electric Insecticides
    • Insecticide Baits
    • Insecticide Coils
    • Spray/Aerosol Insecticides
      • Foggers/Bombs
      • In-Home Insect Repellents
      • Moth Proofers
      • Other Other Home Insecticides
    • Carpet Cleaners
      • Dryer Sheets
      • Liquid Fabric Softeners
      • Colour Safe Laundry Bleach
      • Fabric Fresheners
        • In-Wash Spot and Stain Removers
        • Pre-Wash Spot and Stain Removers
      • Starch/Ironing Aids
      • Water Softeners
        • Blues/Bluing
        • Colour Catchers
        • Colour Enhancers
        • Laundry Sanitiser
        • Scent Booster
        • Whiteners
        • Other Other Laundry Aids
          • Standard Powder Detergents
          • Concentrated Powder Detergents
          • Compact Powder Tablet Detergents
          • Liquid Tablet Detergents
          • Standard Liquid Detergents
          • Concentrated Liquid Detergents
        • Standard Powder Detergents
        • Standard Liquid Detergents
        • Concentrated Powder Detergents
        • Concentrated Liquid Detergents
        • Compact Powder Tablet Detergents
        • Liquid Tablet Detergents
        • Bar Detergents
        • Hand Wash Detergents
        • Fine Fabric Detergents
    • Floor Polish
    • Furniture Polish
    • Metal Polish
    • Shoe Polish
        • Starter Kits/Sweepers/Sticks (Dry Electro-Static)
        • Wipes and Refills (Dry Electro-Static)
          • Cleaning Solution
          • Refill Wipes/Pads
        • Starter Kits/Trigger Device
        • All Purpose Cleaning Wipes
        • Furniture Polish Wipes
        • Toilet Care Wipes
        • Window/Glass Wipes
        • Other Impregnated Wipes
      • Starter Kits/Sweepers/Sticks (Excluding Wipes)
      • Wipes (Excluding Starter Kits/Sweepers/Sticks)
    • Bathroom Cleaners
    • Descalers
    • Drain Openers
      • Standard Floor Cleaners
      • Wash and Wax Floor Cleaners
    • Home Care Disinfectants
    • Kitchen Cleaners
    • Multi-Purpose Cleaners
    • Oven Cleaners
    • Scouring Agents
    • Window/Glass Cleaners
    • In-Cistern Devices
      • Rim Blocks
      • Rim Liquids
    • Toilet Care Tablets/Powders
    • Toilet Cleaning Systems
    • Toilet Liquids/Foam

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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This report originates from Passport, our Home Care research and analysis database.

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