2021 started in lockdown and with low consumer sentiment among consumers in Germany. With non-essential businesses being closed and with Germans working and studying from home as much as possible, the need to change or wash clothes as frequently remained subdued, leading to only low growth in both retail volume and value sales of laundry care.
Following a tumultuous year in which the pandemic caused unprecedented worldwide disruption, sustainability returned to the top of the agenda for laundry care brands in 2021. Throughout 2020, hygiene and maintaining supply during the peak demands of the pandemic were the dominant driver for businesses.
In 2021, laundry care in Germany remained fairly consolidated among the leading players: Henkel (with its brands Persil, Weisser Riese, Spee), Procter & Gamble (Lenor, Ariel), private label, followed at some distance by fit GmbH and Reckitt Benckiser. Henkel AG & Co KGaA, the clear leader in value and volume share terms within laundry care, gained value share over the review period as a whole due to its wide product portfolio across the category, including the strongly performing liquid tablet detergents offered by its three core brands: Persil, Spee and Weisser Riese, which are also segmented by functionality (Sensitive, Colour, 4-in-1).
Laundry care’s performance will remain fuelled by heightened hygiene and disinfection concerns. Companies are adapting their products quickly to the new normality and consumers appreciate the peace of mind delivered by sanitary reassurance.
Although remaining a small category within overall laundry care, liquid tablet detergents will continue to gain momentum over the forecast period. It is predicted to record strong retail volume and value growth (at constant 2021 prices) as increasing numbers of affluent consumers switch to this convenient format, which avoids the mess, wastage and spillage factors of powder, and to some extent, of liquid detergents.
Laundry care is expected to see stronger competition due to the development of “green” brands, especially in laundry detergents. The growing popularity of eco products among consumers in Germany is supported by the shift to concentrated laundry detergents and the use of price promotions.
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Understand the latest market trends and future growth opportunities for the Laundry 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.
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This is the aggregation of laundry detergents, fabric softeners, carpet cleaners and laundry aids.See All of Our Definitions
This report originates from Passport, our Laundry Care research and analysis database.
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