Home Care in Germany

Home Care in Germany

EXECUTIVE SUMMARY

Home care records further positive value and volume growth in 2017

Sales driven by demand for greater sustainability, convenience and added value

Competition set to intensify further

Sustainability and eco-friendliness versus convenience and premiumisation

Innovation set to support further growth over the forecast period

MARKET INDICATORS

Table 1 Households 2012-2017

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2012-2017
Table 3 Sales of Home Care by Category: % Value Growth 2012-2017
Table 4 NBO Company Shares of Home Care: % Value 2013-2017
Table 5 LBN Brand Shares of Home Care: % Value 2014-2017
Table 6 Penetration of Private Label in Home Care by Category: % Value 2012-2017
Table 7 Distribution of Home Care by Format: % Value 2012-2017
Table 8 Distribution of Home Care by Format and Category: % Value 2017
Table 9 Forecast Sales of Home Care by Category: Value 2017-2022
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources

Air Care in Germany

HEADLINES

PROSPECTS

Home-based lifestyles contribute to growth

Different products for different needs help to boost sales

The downside of premiumisation in air care

COMPETITIVE LANDSCAPE

SC Johnson and Reckitt Benckiser together dominate sales

Private label players seek to expand their air care portfolios

CATEGORY DATA

Table 11 Sales of Air Care by Category: Value 2012-2017
Table 12 Sales of Air Care by Category: % Value Growth 2012-2017
Table 13 Sales of Electric Air Fresheners by Battery Operated vs Plug-in: % Value 2012-2017
Table 14 Sales of Air Care by Fragrance: Value Ranking 2012-2017
Table 15 NBO Company Shares of Air Care: % Value 2013-2017
Table 16 LBN Brand Shares of Air Care: % Value 2014-2017
Table 17 Forecast Sales of Air Care by Category: Value 2017-2022
Table 18 Forecast Sales of Air Care by Category: % Value Growth 2017-2022

Bleach in Germany

HEADLINES

PROSPECTS

Bleach not finished yet

Demand for greater convenience makes multi-purpose products the most popular

COMPETITIVE LANDSCAPE

No major changes in the competitive landscape

Interchangeability of products provides a strong base for private label

CATEGORY DATA

Table 19 Sales of Bleach: Value 2012-2017
Table 20 Sales of Bleach: % Value Growth 2012-2017
Table 21 NBO Company Shares of Bleach: % Value 2013-2017
Table 22 LBN Brand Shares of Bleach: % Value 2014-2017
Table 23 Forecast Sales of Bleach: Value 2017-2022
Table 24 Forecast Sales of Bleach: % Value Growth 2017-2022

Home Insecticides in Germany

HEADLINES

PROSPECTS

Weather conditions in Germany favour home insecticides

Innovative products, designs and formats contribute to sales

Green, wellness and DIY trends pose a threat to growth

COMPETITIVE LANDSCAPE

Nature of the category means only minor changes in the competitive landscape

Green products support the growth of brands and private label

CATEGORY DATA

Table 25 Sales of Home Insecticides by Category: Value 2012-2017
Table 26 Sales of Home Insecticides by Category: % Value Growth 2012-2017
Table 27 Sales of Spray/Aerosol Insecticides by Type: % Value 2012-2017
Table 28 NBO Company Shares of Home Insecticides: % Value 2013-2017
Table 29 LBN Brand Shares of Home Insecticides: % Value 2014-2017
Table 30 Forecast Sales of Home Insecticides by Category: Value 2017-2022
Table 31 Forecast Sales of Home Insecticides by Category: % Value Growth 2017-2022

Polishes in Germany

HEADLINES

PROSPECTS

Trends in home furnishing and apparel dampen sales

Competition from other products increases

Positive effect of premiumisation only temporary

COMPETITIVE LANDSCAPE

Tradition and trust support the leading position of Werner & Mertz

Consumer habits and limited knowledge dampen private label sales

CATEGORY DATA

Table 32 Sales of Polishes by Category: Value 2012-2017
Table 33 Sales of Polishes by Category: % Value Growth 2012-2017
Table 34 NBO Company Shares of Polishes: % Value 2013-2017
Table 35 LBN Brand Shares of Polishes: % Value 2014-2017
Table 36 Forecast Sales of Polishes by Category: Value 2017-2022
Table 37 Forecast Sales of Polishes by Category: % Value Growth 2017-2022

Surface Care in Germany

HEADLINES

PROSPECTS

Growing demand for hygienic homes impacts surface care

Health and wellbeing trend benefits green and more natural products

Growing popularity of online sales and increasing pressure from private label

COMPETITIVE LANDSCAPE

Tradition combined with product innovation and marketing the key to success

Competition expected to further intensify and threaten overall growth

CATEGORY DATA

Table 38 Sales of Surface Care by Category: Value 2012-2017
Table 39 Sales of Surface Care by Category: % Value Growth 2012-2017
Table 40 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2012-2017
Table 41 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2012-2017
Table 42 NBO Company Shares of Surface Care: % Value 2013-2017
Table 43 LBN Brand Shares of Surface Care: % Value 2014-2017
Table 44 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2013-2017
Table 45 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2017
Table 46 Forecast Sales of Surface Care by Category: Value 2017-2022
Table 47 Forecast Sales of Surface Care by Category: % Value Growth 2017-2022

Toilet Care in Germany

HEADLINES

PROSPECTS

Sales driven by demand for powerful and easy cleaning solutions

Innovation being seen in rim blocks

COMPETITIVE LANDSCAPE

Henkel benefits from a widespread presence across toilet care

Innovation supports the value sales growth of SC Johnson

Opposing trends and greater diversification increase competition

CATEGORY DATA

Table 48 Sales of Toilet Care by Category: Value 2012-2017
Table 49 Sales of Toilet Care by Category: % Value Growth 2012-2017
Table 50 NBO Company Shares of Toilet Care: % Value 2013-2017
Table 51 LBN Brand Shares of Toilet Care: % Value 2014-2017
Table 52 Forecast Sales of Toilet Care by Category: Value 2017-2022
Table 53 Forecast Sales of Toilet Care by Category: % Value Growth 2017-2022

Dishwashing in Germany

HEADLINES

PROSPECTS

New designs, advertisements and products offset the negative effects of saturation

Green solutions gain ground

New additives offer growth potential

COMPETITIVE LANDSCAPE

Henkel maintains its leading position

Green products offer the strongest growth potential

CATEGORY INDICATORS

Table 54 Household Possession of Dishwashers 2012-2017

CATEGORY DATA

Table 55 Sales of Dishwashing by Category: Value 2012-2017
Table 56 Sales of Dishwashing by Category: % Value Growth 2012-2017
Table 57 NBO Company Shares of Dishwashing: % Value 2013-2017
Table 58 LBN Brand Shares of Dishwashing: % Value 2014-2017
Table 59 Forecast Sales of Dishwashing by Category: Value 2017-2022
Table 60 Forecast Sales of Dishwashing by Category: % Value Growth 2017-2022

Laundry Care in Germany

HEADLINES

PROSPECTS

Innovation, sophistication and convenience support further growth

Sustainability remains important

Price-sensitivity limits value growth

COMPETITIVE LANDSCAPE

Henkel maintains its leading position despite increasing pressures

Green companies achieve the strongest growth

CATEGORY INDICATORS

Table 61 Household Possession of Washing Machines 2012-2017

CATEGORY DATA

Table 62 Sales of Laundry Care by Category: Value 2012-2017
Table 63 Sales of Laundry Care by Category: % Value Growth 2012-2017
Table 64 Sales of Laundry Aids by Category: Value 2012-2017
Table 65 Sales of Laundry Aids by Category: % Value Growth 2012-2017
Table 66 Sales of Laundry Detergents by Category: Value 2012-2017
Table 67 Sales of Laundry Detergents by Category: % Value Growth 2012-2017
Table 68 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2012-2017
Table 69 NBO Company Shares of Laundry Care: % Value 2013-2017
Table 70 LBN Brand Shares of Laundry Care: % Value 2014-2017
Table 71 NBO Company Shares of Laundry Aids: % Value 2013-2017
Table 72 LBN Brand Shares of Laundry Aids: % Value 2014-2017
Table 73 NBO Company Shares of Laundry Detergents: % Value 2013-2017
Table 74 LBN Brand Shares of Laundry Detergents: % Value 2014-2017
Table 75 Forecast Sales of Laundry Care by Category: Value 2017-2022
Table 76 Forecast Sales of Laundry Care by Category: % Value Growth 2017-2022

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