Given longer-term trends in climate change and traditional German lifestyles, it is expected that laundry care will remain an important part of everyday consumer purchases, with overall demand expected to remain above pre-pandemic levels by the end of the forecast period. Post-pandemic norms offer greater flexibility, enabling consumers to continue working remotely for certain days of the week, while allowing them to build routines around active sports and trips to the gym as well.
Liquid tablet detergents will continue to gain in popularity as consumers understand the benefits of pre-measured doses, ease of storage and swifter use, with less inconvenience. Price-sensitive consumers will see the value of controlling the portions per wash, as standard liquid detergents leave room for excessive use and the need for more frequent replacement cycles.
Players in laundry care are increasingly focusing on sustainability and cost efficiency, which is driving innovation in product design and packaging. One example of this is the strong promotion of compact powder tablet detergents, as offered by Henkel AG & Co with its Persil Power Bars.
Automatic dishwashing formats are expected to continue shifting from liquid and powders towards tablets over the forecast period. As local consumers settle into new post-pandemic lifestyles, they are returning to work, travel and other normal out-of-house activities, thus reducing on average their time at home and pushing them to seek more convenient dishwashing options.
Hand dishwashing is likely to experience short-term gains in response to the impact of high energy costs and the cost-of-living crisis that are likely to further shape consumer choices heading into 2023. Germans will likely remain more energy conscious, with this shift in behaviour in response to the high energy consumption of dishwashers, particularly from the cost of using heated water.
It is evident that sustainability is extremely important to local consumers and will influence future purchasing behaviour. Brands that prioritise an eco-friendly positioning in the local market are projected to experience value sales growth and gain share.
With heightened hygiene awareness and the continuation of hybrid working measures, demand for surface care is expected to remain elevated over the forecast period. Local consumers have become more conscious of hygiene and cleanliness and this trend is likely to persist as they remain cautious about the spread of germs and viruses in general.
Multipurpose cleaners is predicted to record further growth momentum over the forecast period, as local consumers replace task-specific surface care with more convenient all-in-one offerings. This is expected to result in further innovation, not only from major brands, but also private label.
Private label surface care is expected to continue growing in 2023 as consumers adapt their purchasing behaviour to new price adjustments. With inflation driving up living costs, Germans are becoming increasingly price-sensitive and are likely to favour certain products over others.
Future prospects for bleach care in Germany appear limited, as there are no new innovative paths expected to enter the category. In contrast, multipurpose cleaners is expected to record further growth momentum over the forecast period, particularly in the cleaning of surfaces in kitchens and bathrooms.
Retail volumes for bleach are expected to further decline as players focus more on developing environmentally-friendly options. Other categories are finding different ways to approach sustainability and formats, but the potential for bleach in this space is limited, mainly due to its main feature of germ-killing harsh chemicals.
As price pressures continue to increase, private label retain relevant share in the category, particularly as consumers opt to trade down heading into the forecast period. However, Dan Klorix is expected to remain the dominant brand in the category due to its established position.
Toilet care is expected to experience a further decline in value terms (at constant 2022 prices) over the early part of the forecast period, as demand stabilises from the pandemic-induced surge in demand. However, there may be minor growth readjustments depending on new fragrance trends or innovations.
Toilet liquids/foam is expected to offer the strongest potential for growth over the forecast period. While other formats are likely see declines, given the rebalancing effect of pandemic-era behavioural changes, toilet liquids/foam is expected to continue to benefit from shifts in behaviour, particularly in terms of searching for economical options.
Planet Pure and private label line eco Freude from Dirk Rossman entered German toilet care (via toilet liquids/foam) in 2021 and recorded dynamic value growth in their first full year of sales in 2022. This growth was likely driven by the increasing pressures on players to produce more sustainable products and packaging.
The demand for furniture polish is expected to continue to decline as modern materials used for furniture require less polishing to maintain their appearance. Many contemporary furniture materials are engineered to be durable, stain-resistant, and easy to clean, reducing the need for regular polishing.
Polishes in Germany has been challenged by a general lack of innovation in recent years. As a result, and in combination with stagnating sales, retailers are choosing to reduce the overall shelf space dedicated to polishes in their stores.
Metal polish remained the smallest format in terms of demand compared to other types of polishes in 2022, and it is projected to remain relevant to a niche group of consumers over the forecast period. The demand for quality appliances and metal elements around the home remained popular in Germany, thereby resulting in a need to polish these surfaces, including handles, faucets and appliances, to maintain their appearance.
Demand for spray/aerosol air fresheners is projected to further decline over the forecast period, as consumers become increasingly conscious of their health and the environment. As regulations move towards a greener policy, producers of air care will have to adapt their marketing strategies to meet these changing demands.
As local consumers continue to travel more regularly after limited mobility during the pandemic, the demand for car air fresheners is likely to further improve in the coming years. Greater flexibility and the digitisation of working lives of many German consumers means that more of them are also looking to share cars, which are becoming more prominent in the local market.
Electric air fresheners still offers growth potential in Germany in the coming years due to advancements in smart technology. With the ability to customise and control this format through apps, consumers can easily adjust the scent strength and receive notifications when the refill is low.
The EU Green Deal has prompted producers of home insecticides to develop low-toxic and more natural products. This move is in anticipation of a regulatory change that will prohibit consumers from directly purchasing products that exterminate insecticides without consulting a professional, which is expected to take effect in 2024/2025.
Climate change is expected to continue to influence consumer behaviour and impact home insecticides in the coming years. Warmer and dryer seasons may increase the demand for insecticides to control pests such as mosquitoes, flies, and ants.
Manufacturers of home insecticides are attempting to reduce the chemical content and redefine their products as repellents instead, rather than as eradicating insects. However, the demand for these products is expected to remain seasonal, with some households still requiring them to address insect issues.
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Understand the latest market trends and future growth opportunities for the Home Insecticides industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of spray/aerosol insecticides, electric insecticides, coils, baits and other insecticides.See All of Our Definitions
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