Faced with a clear threat to their health as a result of the pandemic, local consumers started to adopt new stringent cleaning routines during 2020. This resulted in a surge in demand for surface care, mainly products with disinfectant and antibacterial properties.
All purpose cleaning wipes, home care disinfectants and multi-purpose cleaners were among the surface care products that Germans stockpiled during the first lockdown in March-April 2020, leading to a spike in volume sales. Even after the initial stockpiling, demand for home care disinfectants and multi-purpose cleaners remained robust, as stringent hygiene practices continued as the pandemic wore on.
Due to lockdown measures and restriction movements imposed by the government during 2020, consumers increasingly opted for purchasing their surface care products online. Although the main retail channels for surface care, discounters and drugstores, remained open during both lockdowns, consumers actively reduced the frequency of their visits to stores to limit their exposure to other people, and once in store, limited their in-store purchases to mostly essentials such as groceries.
Beyond 2020 and perhaps more importantly beyond the threat of the pandemic, local consumers are expected to continue to take a more hygienic-centric and preventive health-orientated mindset, supporting further demand for surface care, especially for products with disinfectant and/or antibacterial properties. Cleaning will take on an entirely different meaning for consumers in the coming years as it will not only mean removing surface dirt but also (and most importantly) disinfect.
During 2020, Germany has faced two severe lockdowns - as COVID-19 cases rose in the country - that forced consumers to stay home for long periods and focus more on health and home hygiene. Although, the pandemic remained a constant threat heading into 2021, with uncertainty over when the vaccine rollout will reach critical mass for herd immunity, consumers have nonetheless adapted and learnt to live with the virus.
While major brands benefited from consumer trust in 2020 and private label marginally weakened, moving ahead there will likely be a greater emphasis on choosing the most attractive price deals as the pandemic continues and consumers will adapt their behaviour in the longer term. The average unit price of surface care is therefore expected to decline over the forecast period, a trend also supported by an increasing number of promotions from local players such as Werner & Mertz and Delta Pronatura Dr Krauss & Dr Beckmann KG, in addition to private labels including Denkmit (dm-Drogerie Markt) and Domol (Dirk Rossmann) across the main retail channels.
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Understand the latest market trends and future growth opportunities for the Surface 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 Surface Care research and analysis database.
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