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Home Care in Germany

  • April 2016
  • -
  • Euromonitor International
  • -
  • 69 pages

The continuously stable German economy and the increasing spending power of German consumers led the overall home care market in the country to see a strong performance in 2015, with value sales continuing to register growth. With an increasingly high level of product sophistication within home care and a relatively high level of innovation, value sales were positively impacted by an overall increase in the average unit price. This, however, was counterbalanced by increasingly strong...

Euromonitor International's Home Care in Germany market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2020 illustrate how the market is set to change.

Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Home Care market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Table Of Contents

Home Care in Germany
HOME CARE IN GERMANY
Euromonitor International
April 2016

LIST OF CONTENTS AND TABLES

Executive Summary
Home Care in Germany Registers A Positive Value Performance in 2015
Convenience and Eco-friendliness Remain the Main Trends Driving Sales
Werner and Mertz Continues Its Success in the German Home Care Market
Discounters and Health and Beauty Specialist Retailers Are the Most Important Channels
Increasing Saturation, Resulting in Higher Competition, Is Expected To Limit Value Growth
Key Trends and Developments
Consumers' Demand for Convenience Drives Product Innovation
Growing Environmental Concerns Drive Sales of Eco-friendly Home Care Products
Henkel and Werner and Mertz Thrive in 2015
Market Indicators
Table 1 Households 2010-2015
Market Data
Table 2 Sales of Home Care by Category: Value 2010-2015
Table 3 Sales of Home Care by Category: % Value Growth 2010-2015
Table 4 NBO Company Shares of Home Care: % Value 2011-2015
Table 5 LBN Brand Shares of Home Care: % Value 2012-2015
Table 6 Penetration of Private Label in Home Care by Category: % Value 2010-2015
Table 7 Distribution of Home Care by Format: % Value 2010-2015
Table 8 Distribution of Home Care by Format and Category: % Value 2015
Table 9 Forecast Sales of Home Care by Category: Value 2015-2020
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2015-2020
Sources
Summary 1 Research Sources
Dm-drogerie Markt GmbH and Co Kg in Home Care (germany)
Strategic Direction
Key Facts
Summary 2 dm-Drogerie Markt GmbH and Co KG: Key Facts
Internet Strategy
Summary 3 dm-Drogerie Markt GmbH and Co KG: Share of Sales Generated by Internet Retailing
Company Background
Private Label
Summary 4 dm-Drogerie Markt GmbH and Co KG: Private Label Portfolio
Competitive Positioning
Summary 5 dm-Drogerie Markt GmbH and Co KG: Competitive Position 2015
Fit GmbH in Home Care (germany)
Strategic Direction
Key Facts
Summary 6 Fit GmbH: Key Facts
Competitive Positioning
Summary 7 Fit GmbH: Competitive Position 2015
Henkel AG and Co KGaA in Home Care (germany)
Strategic Direction
Key Facts
Summary 8 Henkel AG and Co KGaA: Key Facts
Competitive Positioning
Summary 9 Henkel AG and Co KGaA: Competitive Position 2015
Procter and Gamble Germany GmbH and Co Operations Ohg in Home Care (germany)
Strategic Direction
Key Facts
Summary 10 Procter and Gamble Germany GmbH and Co Operations oHG: Key Facts
Competitive Positioning
Summary 11 Procter and Gamble Germany GmbH and Co Operations oHG: Competitive Position 2015
Reckitt Benckiser Deutschland GmbH in Home Care (germany)
Strategic Direction
Key Facts
Summary 12 Reckitt Benckiser Deutschland GmbH: Key Facts
Competitive Positioning
Summary 13 Reckitt Benckiser Deutschland GmbH: Competitive Position 2015
Headlines
Trends
Competitive Landscape
Prospects
Category Data
Table 11 Sales of Bleach: Value 2010-2015
Table 12 Sales of Bleach: % Value Growth 2010-2015
Table 13 NBO Company Shares of Bleach: % Value 2011-2015
Table 14 LBN Brand Shares of Bleach: % Value 2012-2015
Table 15 Forecast Sales of Bleach: Value 2015-2020
Table 16 Forecast Sales of Bleach: % Value Growth 2015-2020
Table 17 Sales of Bleach by Type: % Value Analysis 2010-2015
Headlines
Trends
Competitive Landscape
Prospects
Category Indicators
Table 18 Household Possession of Dishwashers 2010-2015
Category Data
Table 19 Sales of Dishwashing by Category: Value 2010-2015
Table 20 Sales of Dishwashing by Category: % Value Growth 2010-2015
Table 21 NBO Company Shares of Dishwashing: % Value 2011-2015
Table 22 LBN Brand Shares of Dishwashing: % Value 2012-2015
Table 23 Forecast Sales of Dishwashing by Category: Value 2015-2020
Table 24 Forecast Sales of Dishwashing by Category: % Value Growth 2015-2020
Headlines
Trends
Competitive Landscape
Prospects
Category Data
Table 25 Sales of Home Insecticides by Category: Value 2010-2015
Table 26 Sales of Home Insecticides by Category: % Value Growth 2010-2015
Table 27 Sales of Spray/Aerosol Insecticides by Type: % Value 2010-2015
Table 28 NBO Company Shares of Home Insecticides: % Value 2011-2015
Table 29 LBN Brand Shares of Home Insecticides: % Value 2012-2015
Table 30 Forecast Sales of Home Insecticides by Category: Value 2015-2020
Table 31 Forecast Sales of Home Insecticides by Category: % Value Growth 2015-2020
Headlines
Trends
Competitive Landscape
Prospects
Category Indicators
Table 32 Household Possession of Washing Machines 2010-2015
Category Data
Table 33 Sales of Laundry Care by Category: Value 2010-2015
Table 34 Sales of Laundry Care by Category: % Value Growth 2010-2015
Table 35 Sales of Laundry Aids by Category: Value 2010-2015
Table 36 Sales of Laundry Aids by Category: % Value Growth 2010-2015
Table 37 Sales of Laundry Detergents by Category: Value 2010-2015
Table 38 Sales of Laundry Detergents by Category: % Value Growth 2010-2015
Table 39 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2010-2015
Table 40 NBO Company Shares of Laundry Care: % Value 2011-2015
Table 41 LBN Brand Shares of Laundry Care: % Value 2012-2015
Table 42 NBO Company Shares of Laundry Aids: % Value 2011-2015
Table 43 LBN Brand Shares of Laundry Aids: % Value 2012-2015
Table 44 NBO Company Shares of Laundry Detergents: % Value 2011-2015
Table 45 LBN Brand Shares of Laundry Detergents: % Value 2012-2015
Table 46 Forecast Sales of Laundry Care by Category: Value 2015-2020
Table 47 Forecast Sales of Laundry Care by Category: % Value Growth 2015-2020
Table 48 Sales of Automatic Detergents by Type: % Value Analysis 2010/2015
Headlines
Trends
Competitive Landscape
Prospects
Category Data
Table 49 Sales of Polishes by Category: Value 2010-2015
Table 50 Sales of Polishes by Category: % Value Growth 2010-2015
Table 51 NBO Company Shares of Polishes: % Value 2011-2015
Table 52 LBN Brand Shares of Polishes: % Value 2012-2015
Table 53 Forecast Sales of Polishes by Category: Value 2015-2020
Table 54 Forecast Sales of Polishes by Category: % Value Growth 2015-2020
Headlines
Trends
Competitive Landscape
Prospects
Category Data
Table 55 Sales of Surface Care by Category: Value 2010-2015
Table 56 Sales of Surface Care by Category: % Value Growth 2010-2015
Table 57 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2010-2015
Table 58 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2010-2015
Table 59 NBO Company Shares of Surface Care: % Value 2011-2015
Table 60 LBN Brand Shares of Surface Care: % Value 2012-2015
Table 61 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2011-2015
Table 62 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2012-2015
Table 63 Forecast Sales of Surface Care by Category: Value 2015-2020
Table 64 Forecast Sales of Surface Care by Category: % Value Growth 2015-2020
Headlines
Trends
Competitive Landscape
Prospects
Category Data
Table 65 Sales of Toilet Care by Category: Value 2010-2015
Table 66 Sales of Toilet Care by Category: % Value Growth 2010-2015
Table 67 NBO Company Shares of Toilet Care: % Value 2011-2015
Table 68 LBN Brand Shares of Toilet Care: % Value 2012-2015
Table 69 Forecast Sales of Toilet Care by Category: Value 2015-2020
Table 70 Forecast Sales of Toilet Care by Category: % Value Growth 2015-2020












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