The COVID-19 pandemic experienced in 2020 has encouraged consumers to focus on their laundry chores not only in terms of ensuring that their garments are clean but that they are also sanitised and disinfected. Therefore, demand for laundry sanitiser has risen sharply, and likewise detergent products that claim to sanitise and/or disinfect garments.
Due to the government’s lockdown measures in response to the pandemic which resulted in home seclusion for several months in 2020, volume sales of laundry care increased. In order to avoid infection or spreading the virus, consumers quickly turned their attention to greater hygiene in the home, in addition to their personal health and wellbeing.
In previous years, laundry care in Germany has been faced with a sustainability dilemma regarding product efficacy, with the understanding that efficacy in laundry care is achieved either through high temperatures or chemicals, thus contradicting ecological aspects. Despite attempts to push low-temperature washing from manufacturers, the practice has not been met with enthusiasm in Germany.
2020 was a positive year for laundry care in terms of demand, while value growth did not experience a significant boost from the pandemic due to the liquid-to-powder format shift with the latter offering lower average unit prices. 2021 is expected to erode the value growth of liquid detergents, although volume growth will return to positive territory from 2022 onwards as the switch from liquid to powder will settle.
In 2020, brands Persil, Ariel and Lenor maintained their leading positions within laundry care. Although Henkel AG & Co KGaA managed to retain its overall leadership due to its established reputation, it lost notable value share to its nearest competitors Procter & Gamble and at some distance Dalli-Werke GmbH & Co KG.
Given the marginal setback experienced by sustainable practices and demand for some green products in 2020, as the pandemic lingers the big question for manufacturers will be how to balance hygiene and sustainability, especially post-pandemic, in order not to lose out in the lucrative laundry care category. Green brand names, especially Frosch from Werner & Mertz or Ecover, will be challenged going forward as ecological companies try to convince consumers of how sustainability can go hand in hand with product efficacy.
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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.
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This report originates from Passport, our Laundry Care research and analysis database.
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