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.
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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.
If you're in the Laundry Care industry in Germany, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Laundry Care
This is the aggregation of laundry detergents, fabric softeners, carpet cleaners and laundry aids.
See All of Our DefinitionsThis report originates from Passport, our Laundry Care research and analysis database.
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