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Country Report

Home Care in

Home Care in Germany

Apr 2021

US$2,650

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Executive Summary

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COVID-19 impact on home care

Home care was one of the markets to benefit from the COVID-19 outbreak in Germany in 2020, as consumers placed a greater focus on stringent cleaning routines in the home amidst the preventative health trend. Hygiene has always been an important consideration amongst German consumers even prior to 2020, but during the pandemic, this trend was strengthened.

COVID-19 country impact

Restrictions on large gatherings started from 13 March in Germany. Schools were closed, travel was restricted, and many of the country’s borders were closed on 16 March, with travellers returning to Germany having to self-isolate for 14 days.

Company response

As a fairly consolidated market in Germany, home care’s competitive environment in 2020 remained stable with no major shake-ups in terms of positioning amongst the top five as a result of the pandemic; Henkel AG & Co KGaA continued to lead at a comfortable distance ahead of multinationals Procter & Gamble and Reckitt Benckiser, although the latter two gained ground on the leader. Established brands have typically been the winners within home care due to the pandemic as local consumers increasingly focused more on health and home hygiene to avoid the spread of the virus, therefore, opting in many cases for greater perceived efficacy which they believe trusted brands can offer compared to private label.

Retailing shift

While holding low overall value share within German retailing, e-commerce was already starting to gain ground as an alternative distribution channel to store-based retailers, although its penetration still lagged behind many European countries such as the UK and the Netherlands, a trend which was particularly evident within home care. Although the main retailing channels for home care such as drugstores and grocery stores remained open during both lockdowns in Germany, online sales started to take off as a substantial proportion of consumers, especially in urban areas, tried to avoid big crowds and therefore reduced the number of visits they made to these stores.

What next for home care?

After the 2020 boost to demand due to the pandemic, the future for a number of home care products in Germany will remain fairly positive over the forecast period, although 2021 specifically will inevitably see declining value sales after the surge in 2020 due to stabilisation of demand and an already notably higher value base. From 2022 onwards, a positive and stable growth trajectory will resume, despite the already mature status of the market, due to government and industry-led education campaigns in terms of preventative health and home hygiene.

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Home Care Sample Report Home Care Sample Data

Overview

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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

COVID-19 impact on home care

COVID-19 country impact

Company response

Retailing shift

What next for home care?

Chart 1 Home Care Value Sales Growth Scenarios: 2018-2025
Chart 2 Home Care Impact of Drivers on Value Sales: 2018-2025

MARKET INDICATORS

Table 1 Households 2015-2020

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2015-2020
Table 3 Sales of Home Care by Category: % Value Growth 2015-2020
Table 4 NBO Company Shares of Home Care: % Value 2016-2020
Table 5 LBN Brand Shares of Home Care: % Value 2017-2020
Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020
Table 7 Distribution of Home Care by Format: % Value 2015-2020
Table 8 Distribution of Home Care by Format and Category: % Value 2020
Table 9 Forecast Sales of Home Care by Category: Value 2020-2025
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Laundry Care in Germany

KEY DATA FINDINGS

2020 IMPACT

Sanitising and disinfection aspects become key within laundry care in 2020

Consumers’ increasing health concerns drive growth of laundry sanitiser

COVID-19 intensifies the sustainability dilemma within laundry care

RECOVERY AND OPPORTUNITIES

Value growth prospects to remain limited due to price erosion

Fiercer competition among top brands expected over the coming years

Can green brands and sustainability regain momentum?

CATEGORY INDICATORS

Table 11 Household Possession of Washing Machines 2015-2020

CATEGORY DATA

Table 12 Sales of Laundry Care by Category: Value 2015-2020
Table 13 Sales of Laundry Care by Category: % Value Growth 2015-2020
Table 14 Sales of Laundry Aids by Category: Value 2015-2020
Table 15 Sales of Laundry Aids by Category: % Value Growth 2015-2020
Table 16 Sales of Laundry Detergents by Category: Value 2015-2020
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2015-2020
Table 18 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2015-2020
Table 19 NBO Company Shares of Laundry Care: % Value 2016-2020
Table 20 LBN Brand Shares of Laundry Care: % Value 2017-2020
Table 21 NBO Company Shares of Laundry Aids: % Value 2016-2020
Table 22 LBN Brand Shares of Laundry Aids: % Value 2017-2020
Table 23 NBO Company Shares of Laundry Detergents: % Value 2016-2020
Table 24 LBN Brand Shares of Laundry Detergents: % Value 2017-2020
Table 25 Forecast Sales of Laundry Care by Category: Value 2020-2025
Table 26 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025

Dishwashing in Germany

KEY DATA FINDINGS

2020 IMPACT

Home seclusion trend propels dishwashing’s stronger performance in 2020

Local start-up Everdrop launches in Germany with D2C products

Convenience and sustainability remain relevant within dishwashing

RECOVERY AND OPPORTUNITIES

Further flexible working could contribute to ongoing growth for dishwashing

Green launches could partially offset declining unit price trend

E-commerce to increase share in dishwashing

CATEGORY INDICATORS

Table 27 Household Possession of Dishwashers 2015-2020

CATEGORY DATA

Table 28 Sales of Dishwashing by Category: Value 2015-2020
Table 29 Sales of Dishwashing by Category: % Value Growth 2015-2020
Table 30 NBO Company Shares of Dishwashing: % Value 2016-2020
Table 31 LBN Brand Shares of Dishwashing: % Value 2017-2020
Table 32 Forecast Sales of Dishwashing by Category: Value 2020-2025
Table 33 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025

Surface Care in Germany

KEY DATA FINDINGS

2020 IMPACT

Demand for surface care soars due to the pandemic

From home care disinfectants to impregnated wet wipes, consumers focus on stringent cleaning routines

Grocery retailers and e-commerce benefit

RECOVERY AND OPPORTUNITIES

Hygiene and home health will support further growth in surface care

Shift in consumer behaviour expected – even beyond the pandemic

Falling prices inevitable

CATEGORY DATA

Table 34 Sales of Surface Care by Category: Value 2015-2020
Table 35 Sales of Surface Care by Category: % Value Growth 2015-2020
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020
Table 37 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020
Table 38 NBO Company Shares of Surface Care: % Value 2016-2020
Table 39 LBN Brand Shares of Surface Care: % Value 2017-2020
Table 40 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2020
Table 41 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2020
Table 42 Forecast Sales of Surface Care by Category: Value 2020-2025
Table 43 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025

Bleach in Germany

KEY DATA FINDINGS

2020 IMPACT

Bleach continues to suffer from competition from other products

Product availability remains limited given its niche purpose in Germany

Health and environmental concerns continue to be obstacles

RECOVERY AND OPPORTUNITIES

No stopping the decline for bleach

Product availability and innovation to wane further

Stronger competition from surface care expected

CATEGORY DATA

Table 44 Sales of Bleach: Value 2015-2020
Table 45 Sales of Bleach: % Value Growth 2015-2020
Table 46 NBO Company Shares of Bleach: % Value 2016-2020
Table 47 LBN Brand Shares of Bleach: % Value 2017-2020
Table 48 Forecast Sales of Bleach: Value 2020-2025
Table 49 Forecast Sales of Bleach: % Value Growth 2020-2025

Toilet Care in Germany

KEY DATA FINDINGS

2020 IMPACT

Home seclusion supports stable demand for toilet care in 2020

ITBs increasing in popularity while toilet liquids/foam remains popular due to greater affordability

Sustainability less relevant during COVID-19 for toilet care purposes

RECOVERY AND OPPORTUNITIES

Further time spent at home will ensure sustained growth for toilet care

Rim blocks an area for further innovation

Sustainability will be back on manufacturers’ agendas

CATEGORY DATA

Table 50 Sales of Toilet Care by Category: Value 2015-2020
Table 51 Sales of Toilet Care by Category: % Value Growth 2015-2020
Table 52 NBO Company Shares of Toilet Care: % Value 2016-2020
Table 53 LBN Brand Shares of Toilet Care: % Value 2017-2020
Table 54 Forecast Sales of Toilet Care by Category: Value 2020-2025
Table 55 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025

Polishes in Germany

KEY DATA FINDINGS

2020 IMPACT

Despite lockdown demand for polishes continues to decline

Surface care continues to cannibalise sales of polishes

Athleisure trend and more casual workplace environment work against shoe polishes

RECOVERY AND OPPORTUNITIES

Declines for polishes to continue

No further innovation from manufacturers expected

Convenient substitutes will limit need for floor polish

CATEGORY DATA

Table 56 Sales of Polishes by Category: Value 2015-2020
Table 57 Sales of Polishes by Category: % Value Growth 2015-2020
Table 58 NBO Company Shares of Polishes: % Value 2016-2020
Table 59 LBN Brand Shares of Polishes: % Value 2017-2020
Table 60 Forecast Sales of Polishes by Category: Value 2020-2025
Table 61 Forecast Sales of Polishes by Category: % Value Growth 2020-2025

Air Care in Germany

KEY DATA FINDINGS

2020 IMPACT

Marginal benefit of home seclusion trend on air care sales in 2020

Big brands strengthen hold during pandemic

Car air fresheners experienced further declines in 2020

RECOVERY AND OPPORTUNITIES

Clean air at home will become increasingly relevant over forecast period

Clean air at home can open room for collaboration with appliance manufacturers

Premiumisation will drive growth in upcoming years

CATEGORY DATA

Table 62 Sales of Air Care by Category: Value 2015-2020
Table 63 Sales of Air Care by Category: % Value Growth 2015-2020
Table 64 Sales of Air Care by Fragrance: Value Ranking 2018-2020
Table 65 NBO Company Shares of Air Care: % Value 2016-2020
Table 66 LBN Brand Shares of Air Care: % Value 2017-2020
Table 67 Forecast Sales of Air Care by Category: Value 2020-2025
Table 68 Forecast Sales of Air Care by Category: % Value Growth 2020-2025

Home Insecticides in Germany

KEY DATA FINDINGS

2020 IMPACT

Social distancing lowers demand for home insecticides

Natural ingredients on the rise

Aeroxon strengthens lead in consolidated environment

RECOVERY AND OPPORTUNITIES

Home insecticides will continue to be a concentrated category

Availability of green home insecticides expected to increase

Weather will remain important in determining demand

CATEGORY DATA

Table 69 Sales of Home Insecticides by Category: Value 2015-2020
Table 70 Sales of Home Insecticides by Category: % Value Growth 2015-2020
Table 71 Sales of Spray/Aerosol Insecticides by Type: % Value 2015-2020
Table 72 NBO Company Shares of Home Insecticides: % Value 2016-2020
Table 73 LBN Brand Shares of Home Insecticides: % Value 2017-2020
Table 74 Forecast Sales of Home Insecticides by Category: Value 2020-2025
Table 75 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025

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Megatrends

Country Report

Home Care in Germany

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on home care

COVID-19 country impact

Company response

Retailing shift

What next for home care?

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

COVID-19 impact on home care

COVID-19 country impact

Company response

Retailing shift

What next for home care?

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Laundry Care in Germany

KEY DATA FINDINGS

2020 IMPACT

Sanitising and disinfection aspects become key within laundry care in 2020

Consumers’ increasing health concerns drive growth of laundry sanitiser

COVID-19 intensifies the sustainability dilemma within laundry care

RECOVERY AND OPPORTUNITIES

Value growth prospects to remain limited due to price erosion

Fiercer competition among top brands expected over the coming years

Can green brands and sustainability regain momentum?

CATEGORY INDICATORS

CATEGORY DATA

Dishwashing in Germany

KEY DATA FINDINGS

2020 IMPACT

Home seclusion trend propels dishwashing’s stronger performance in 2020

Local start-up Everdrop launches in Germany with D2C products

Convenience and sustainability remain relevant within dishwashing

RECOVERY AND OPPORTUNITIES

Further flexible working could contribute to ongoing growth for dishwashing

Green launches could partially offset declining unit price trend

E-commerce to increase share in dishwashing

CATEGORY INDICATORS

CATEGORY DATA

Surface Care in Germany

KEY DATA FINDINGS

2020 IMPACT

Demand for surface care soars due to the pandemic

From home care disinfectants to impregnated wet wipes, consumers focus on stringent cleaning routines

Grocery retailers and e-commerce benefit

RECOVERY AND OPPORTUNITIES

Hygiene and home health will support further growth in surface care

Shift in consumer behaviour expected – even beyond the pandemic

Falling prices inevitable

CATEGORY DATA

Bleach in Germany

KEY DATA FINDINGS

2020 IMPACT

Bleach continues to suffer from competition from other products

Product availability remains limited given its niche purpose in Germany

Health and environmental concerns continue to be obstacles

RECOVERY AND OPPORTUNITIES

No stopping the decline for bleach

Product availability and innovation to wane further

Stronger competition from surface care expected

CATEGORY DATA

Toilet Care in Germany

KEY DATA FINDINGS

2020 IMPACT

Home seclusion supports stable demand for toilet care in 2020