Packaging in 2025: the big picture
In 2025, Germany's packaging market across food, soft drinks, alcoholic drinks, beauty and personal care, home care and pet food was defined by recyclate leadership, the arrival of a sweeping new European rulebook, and a steady migration from multi-material plastics towards mono-material and fibre formats. Unit volumes moved only modestly in most industries, as flat population, moderating alcohol consumption and cost-of-living pressure tempered demand, while energy drinks, plant-based products, baby food pouches and pet food provided the clearest growth. The defining regulatory event was the entry into force of the EU Packaging and Packaging Waste Regulation on 11 February 2025, ahead of general application from August 2026, which sharpened the commercial case for recyclable, recycled-content and reusable packaging across every category. Germany's mature collection infrastructure — the single-use deposit return system and the Yellow Bag household stream — continued to feed high-quality recyclate back into bottles, pots and cans, allowing manufacturers to raise recycled content at scale rather than abandon established formats. Closed-loop rigid plastic, lightweighting and the conversion of outer and multipack formats to paper were the dominant design responses, alongside recycled-aluminium cans and tins. The cumulative effect was a market pivoting firmly towards circularity and design-for-recycling, with packaging increasingly shaped by where regulation is heading rather than where it has been.
2025 key trends
Two trends stood out in 2025. The first was the push to close the loop on rigid plastic by embedding post-consumer recyclate into the formats Germany already buys in volume. Mainz-based Werner & Mertz marked one billion rPET bottles made from 100% post-consumer recyclate on 23 June 2025 and began converting all its Frosch bottles to recyclate sourced from the Yellow Bag, while in dairy Unternehmensgruppe Theo Müller worked with Ineos Styrolution to bring the first food-grade recycled-polystyrene yoghurt cup to market and Coca-Cola Europacific Partners introduced a 1-litre bottle made from 100% recycled PET. The second was the accelerating shift from plastic to paper and to single-material structures, driven by recyclability grading and disposal-fee economics. Ritter Sport moved its mini chocolate range into an all-paper stand-up pouch in late August 2025, Bonduelle replaced a metallised laminate with a recyclable mono-material polyethylene freezer film, HiPP completed its move of HiPPiS squeeze packs to a recyclable mono-material pouch, and Knorr switched its stock-cube wrappers from aluminium composite to recyclable paper. Together these moves reflect the two levers available where a format cannot easily be eliminated: raise recycled content, and simplify multi-layer packs to a single recoverable material.
Recycled content and fibre advance across a mature food packaging market
In 2025, sustainability and recyclability remained the central forces shaping food packaging across dairy, confectionery, baby food, sauces, meat and plant-based categories. Dairy, Germany's largest food packaging category by units, rose 1% to 26,850 million units and remained overwhelmingly a rigid-plastic story, with pots and bottles accounting for 57% of volumes. the standout brand activity came from Müller's food-grade recycled-polystyrene yoghurt cup, which reached Lidl shelves during the year, and Arla's Skyr cup offered in 100% recycled plastic. Paper-based containers were dairy's fastest-growing group, up 9% to 440 million units, as fibre cartons and board tubs gained for butter and chilled desserts.
Metal cans drive non-alcoholic drinks packaging towards recyclable formats
In 2025, German soft drinks packaging returned to modest growth, with total retail volumes rising 1% to 26,428 million units as functional, energy and on-the-go consumption strengthened. Rigid plastic remained overwhelmingly dominant at 18,094 million units, and within it PET bottles were comfortably the single largest format at 17,697 million units, underpinned by near-universal coverage by the national deposit return system and high collection and recycling rates that let producers integrate recyclate at scale. Metal was the clear outperformer, up 6% to 2,985 million units, lifted by buoyant energy and ready-to-drink demand and the light weight, quick-chill appeal and strong recyclability of aluminium cans within the deposit system. Rigid plastic activity centred on Coca-Cola Europacific Partners, which introduced a lower-priced, 1-litre 100% rPET bottle targeting smaller households across Coca-Cola, Fanta, Sprite, and Mezzo Mix. To eliminate secondary shrink film, the company also trialled a plastic-free 6-pack with a cardboard handle at Penny stores. Enforced EU recycled-content mandates are solidly locking market demand into these deposit-covered, highly recyclable formats.
Aluminium cans gain share as alcoholic drinks packaging lightens
In 2025, alcoholic drinks packaging in Germany declined, with total retail volumes down 2% to 16,104 million units as moderating alcohol consumption and a shift towards lighter formats weighed on demand. Glass bottles remained overwhelmingly dominant at 13,531 million units, reflecting the country's beer, wine and spirits heritage, but lost ground as lighter formats gained ground. Metal followed at 1,756 million units, mostly aluminium beverage cans at 1,543 million units, which continued to gain share in beer and ready-to-drink products as canned formats and multipacks displaced heavier glass. Liquid cartons performed well, reaching 93.9 million units, led by shaped cartons in everyday and premium wine, though the group remained a small niche. Sustainability and regulation defined the year: the EU Packaging and Packaging Waste Regulation entered into force in February 2025, Germany's deposit return system operated by Deutsche Pfandsystem maintained a 98% return rate and a used-beverage-can recycling rate of around 99% — the highest in Europe — and at Drinktec 2025 in Munich, Ardagh showcased lightweight wine bottles alongside a range of beverage cans, including wine and nitro cans. With volumes set to ease slightly to 2029, differentiation on lighter glass, recycled content and reuse, rather than volume, will define competitive advantage.
Recycled content and refill reshape beauty and personal care packaging
In 2025, beauty and personal care packaging in Germany grew 2% to 5,754 million units, supported by resilient demand for skin care, hair care and hygiene products, steady premiumisation and the continued expansion of e-commerce. Rigid plastic remained dominant at 3,162 million units, or 55% of the total, reflecting the ubiquity of HDPE bottles at 1,149 million units in hair care and bath and shower and squeezable plastic tubes at 820 million units across skin care and oral care. Paper-based containers, almost entirely folding cartons, were the best-performing pack type group, up 3% to 960 million units as secondary packaging gained in skin care and fragrances, while metal rose 2% to 559 million units on aerosol cans and glass advanced 2% to 369 million units on premium demand. Recycled content and refill were central to brand activity. L'Oréal advanced its global #JoinTheRefillMovement campaign, Beiersdorf confirmed that all deodorant aerosol cans in its European NIVEA, 8x4, Hidrofugal and Hansaplast ranges contain at least 50% recycled aluminium — with the iconic NIVEA Creme tin using 80% — and drugstore leader dm moved its Balea, alverde and babylove own-brand tubes to at least 60% recycled plastic.
Closed-loop recyclate and pouches transform home care packaging
In 2025, home care packaging in Germany edged up 1% to 2,736 million units, supported by population growth and steady demand across laundry care, automatic dishwashing and surface care. Rigid plastic remained dominant and was also the fastest-growing pack type group, up 2% to 1,302 million units, led by PET bottles at 629 million units, up 4%, in surface sprays and dishwashing and HDPE bottles at 519 million units in laundry liquids and bleach. Flexible packaging formed the second-largest group at 832 million units, dominated by blister and strip packs for dishwasher and laundry tablets, while glass fell 6% to 104 million units. Recyclate leadership defined the market in 2025. Werner & Mertz reached one billion 100% post-consumer rPET bottles and began converting all Frosch bottles to Yellow Bag material, alongside incorporating 27% recyclate into its stand-up pouches. Meanwhile, Henkel continued packing Somat and Persil lines in cardboard-plastic tubs featuring 50% recycled polypropylene. Supported by robust Yellow Bag infrastructure, paper-based tablet packs are forecast to be the fastest-growing packaging group through 2030.
Pouches and paper-based formats define sustainable pet food packaging
In 2025, dog and cat food packaging in Germany grew 2% to 6.0 billion units, fuelled by rising pet ownership and demand for diverse feeding formats, with flexible packaging the best-performing group, up 6%. Aluminium/plastic pouches remained the leading format for wet cat food, valued for their convenience, portion control and modern branding. Metal cans, still widely used for larger dog-food portions and value lines such as Pedigree, continued to lose share, while aluminium trays of the kind used by Sheba remained the leading pack type in wet dog food despite ceding ground to pouches. Composite containers were a dynamic format, recording 31% unit growth from a small base by combining a premium look with reduced plastic use, while folding cartons and board tubs gained in dry food and treats.
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Overview:
Understand the latest market trends and future growth opportunities for the Packaging 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.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of packaging types.
If you're in the Packaging 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.
The Packaging in Germany report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Packaging in Germany?
- Which are the major pack types and how are they performing in Germany?
- Have there been any packaging legislative changes in the past 12 months?
- How are consumption trends impacting the packaging landscape?
- What are the key trends and latest product developments in packaging?
- How important are sustainability and recycling to consumers in Germany?
- Where is future growth expected to be most significant?
Packaging Industry in Germany
Packaging in 2025: the big picture
2025 key trends
Recycled content and fibre advance across a mature food packaging market
Metal cans drive non-alcoholic drinks packaging towards recyclable formats
Aluminium cans gain share as alcoholic drinks packaging lightens
Recycled content and refill reshape beauty and personal care packaging
Closed-loop recyclate and pouches transform home care packaging
Pouches and paper-based formats define sustainable pet food packaging
The EU packaging and packaging waste regulation resets the design rulebook
Recycled-content obligations tighten across plastics
Germany's recyclability standard and deposit framework sharpen end-of-life rules
Deposit return and the Yellow Bag underpin high recovery
Closed-loop recyclate and material innovation advance
Reuse, fibre and a circular shift gather pace
Country Reports Disclaimer
The following categories and subcategories are included:
Packaging
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- Baby and Child-specific Products Packaging
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- Bar Soap
- Bath Additives
- Body Powder
- Body Wash/Shower Gel
- Hand Sanitisers
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- Intimate Washes
- Intimate Wipes
- Liquid Soap
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- Eye Liner/Pencil
- Eye Shadow
- Mascara
- Other Lash and Brow Make-Up
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- BB/CC Creams
- Blusher/Bronzer/Highlighter
- Foundation/Concealer
- Powder
- Other Facial Make-Up
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- Lip Gloss
- Lip Liner/Pencil
- Lipstick
- Other Lip Products
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- Nail Polish
- Nail Treatments/Strengthener
- Polish Remover
- Other Nail Products
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- Deodorant Creams
- Deodorant Pumps
- Deodorant Roll-Ons
- Deodorant Sprays
- Deodorant Sticks
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- Hair Removers/Bleaches
- Women's Pre-Shave
- Women's Razors and Blades
- Fragrances Packaging
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- 2-in-1 Products
- Colourants
- Conditioners and Treatments
- Perms and Relaxants
- Salon Professional Hair Care
- Standard Shampoos
- Styling Agents
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- Men's Post-Shave
- Men's Pre-Shave
- Men's Razors and Blades
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- Men's Bath and Shower
- Men's Deodorants
- Men's Hair Care
- Men's Skin Care
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- Dental Floss
- Denture Care
- Mouth Fresheners
- Mouthwashes/Dental Rinses
- Tooth Whiteners
- Toothbrushes
- Toothpaste
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- Body Care
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- Face Masks
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- Liquid/Cream/Gel/Bar Cleansers
- Facial Cleansing Wipes
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- Basic Moisturisers
- Anti-Agers
- Lip Care
- Toners
- Hand Care
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- Adult Sun Care
- Baby and Child-specific Sun Care
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- Dark Beer
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- Flavoured/Mixed Lager
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- Domestic Lager
- Imported Lager
- Non/Low Alcohol Beer
- Stout
- Cider/Perry
- RTDs
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- Brandy and Cognac
- Liqueurs
- Rum
- Tequila (and Mezcal)
- Whiskies
- White Spirits
- Other Spirits
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- Fortified Wine and Vermouth
- Non-Grape Wine
- Sparkling Wine
- Still Light Grape Wine
- Non Alcoholic Wine
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- Fresh Coffee Beans
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- Fresh Ground Coffee Pods
- Standard Fresh Ground Coffee
- Instant Coffee
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- Black Tea
- Green Tea
- Fruit/Herbal Tea
- Instant Tea
- Other Tea
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- Flavoured Powder Drinks
- Other Plant-based Hot Drinks
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- Asian Speciality Drinks
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- Carbonated Bottled Water
- Flavoured Bottled Water
- Functional Bottled Water
- Still Bottled Water
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- Cola Carbonates
- Non-Cola Carbonates
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- Liquid Concentrates
- Powder Concentrates
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- 100% Juice
- Juice Drinks (up to 24% Juice)
- Nectars
- Coconut and Other Plant Waters
- Energy Drinks
- Sports Drinks
- RTD Coffee
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- Carbonated RTD Tea and Kombucha
- Still RTD Tea
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- Cat Treats and Mixers
- Dry Cat Food
- Wet Cat Food
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- Dog Treats and Mixers
- Dry Dog Food
- Wet Dog Food
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- Dried Baby Food
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- Liquid Milk Formula
- Powder Milk Formula
- Prepared Baby Food
- Other Baby Food
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- Dessert Mixes
- Frozen Baked Goods
- Packaged Bread
- Packaged Cakes
- Packaged Pastries
- Dessert Pies and Tarts
- Breakfast Cereals Packaging
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- Chocolate Pouches and Bags
- Boxed Assortments
- Chocolate with Toys
- Countlines
- Seasonal Chocolate
- Tablets
- Other Chocolate Confectionery
- Gum
- Sugar Confectionery
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- Butter and Spreads
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- Processed Cheese
- Packaged Hard Cheese
- Soft Cheese
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- Flavoured Milk Drinks
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- Fresh Milk
- Shelf Stable Milk
- Goat Milk
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- Powder Milk
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- Sour Milk Products
- Yoghurt
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- Chilled and Shelf Stable Desserts
- Chilled Snacks
- Coffee Whiteners
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- Condensed Milk
- Cream
- Fromage Frais and Quark
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- Plant-based Milk
- Plant-based Yoghurt
- Plant-based Cheese
- Edible Oils Packaging
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- Frozen Yoghurt
- Impulse Ice Cream
- Plant-based Ice Cream
- Take-Home Ice Cream
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- Frozen Fruit
- Frozen Processed Potatoes
- Frozen Processed Vegetables
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- Shelf Stable Beans
- Shelf Stable Fruit
- Shelf Stable Tomatoes
- Shelf Stable Vegetables
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- Chilled Processed Meat
- Frozen Processed Meat
- Shelf Stable Meat
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- Chilled Processed Seafood
- Frozen Processed Seafood
- Shelf Stable Seafood
- Meat and Seafood Substitutes inc Tofu
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- Dried Ready Meals
- Shelf Stable Ready Meals
- Chilled Ready Meals
- Frozen Ready Meals
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- Chilled Pizza
- Frozen Pizza
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- Meal Kits
- Quick Recipe Kits
- Chilled Lunch Kits
- Prepared Salads
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- Dry Soup
- Shelf Stable Soup
- Chilled Soup
- Frozen Soup
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- Noodles
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- Chilled Pasta
- Dried Pasta
- Rice
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- Bouillon
- Gravy Cubes, Powders and Pots
- Herbs and Spices
- Monosodium Glutamate
- Tomato Pastes and Purées
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- Liquid Recipe Sauces (excl pasta sauces)
- Dry Recipe Sauces
- Pasta Sauces
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- Barbecue Sauces
- Chili Sauces
- Fish Sauces
- Ketchup
- Mayonnaise
- Mustard
- Oyster Sauces
- Salad Dressings
- Soy Sauces
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- Dips
- Pickled Products
- Other Sauces and Condiments
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- Nuts, Seeds and Trail Mixes
- Popcorn
- Pretzels
- Salty Snacks
- Savoury Biscuits
- Meat Snacks
- Seafood Snacks
- Other Savoury Snacks
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- Chocolate Spreads
- Honey
- Jams and Preserves
- Nut and Seed Based Spreads
- Yeast-based Spreads
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- Fruit Snacks
- Snack Bars
- Sweet Biscuits
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- Candle Air Fresheners
- Car Air Fresheners
- Electric Air Fresheners
- Gel Air Fresheners
- Liquid Air Fresheners
- Spray/Aerosol Air Fresheners
- Other Air Care
- Bleach
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- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
- Hand Dishwashing
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- Electric Insecticides
- Insecticide Baits
- Insecticide Coils
- Spray/Aerosol Insecticides
- Other Home Insecticides
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- Carpet Cleaners
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- Dryer Sheets
- Liquid Fabric Softeners
- Laundry Aids
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- Powder Detergents
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- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
- Liquid Detergents
- Other Detergents
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- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
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- Cleaning Solution
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
- Bathroom Cleaners
- Descalers
- Drain Openers
- Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
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- In-Cistern Devices
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- Rim Blocks
- Rim Liquids
- Toilet Care Tablets/Powders
- Toilet Cleaning Systems
- Toilet Liquids/Foam
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