Home Care in Germany
Euromonitor International
July 2022

List Of Contents And Tables

HOME CARE IN GERMANY
EXECUTIVE SUMMARY
Home care in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for home care?
CHART 1 Home Care Value Sales Growth Scenarios: 2019-2026
CHART 2 Home Care Impact of Drivers on Value Sales: 2019-2026
MARKET INDICATORS
Table 1 Households 2016-2021
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2016-2021
Table 3 Sales of Home Care by Category: % Value Growth 2016-2021
Table 4 NBO Company Shares of Home Care: % Value 2017-2021
Table 5 LBN Brand Shares of Home Care: % Value 2018-2021
Table 6 Penetration of Private Label in Home Care by Category: % Value 2016-2021
Table 7 Distribution of Home Care by Format: % Value 2016-2021
Table 8 Distribution of Home Care by Format and Category: % Value 2021
Table 9 Forecast Sales of Home Care by Category: Value 2021-2026
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN GERMANY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Home seclusion and social distancing continue to suppress demand in early 2021
Sustainability is back on the agenda for laundry care manufacturers
Henkel AG & Co KGaA retains solid leadership of laundry care
PROSPECTS AND OPPORTUNITIES
Slow but steady sales growth expected
Solid performance anticipated for liquid tablet detergents
“Green” brands expected to add dynamism to laundry care
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2016-2021
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2016-2021
Table 13 Sales of Laundry Care by Category: % Value Growth 2016-2021
Table 14 Sales of Laundry Aids by Category: Value 2016-2021
Table 15 Sales of Laundry Aids by Category: % Value Growth 2016-2021
Table 16 Sales of Laundry Detergents by Category: Value 2016-2021
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2016-2021
Table 18 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2016-2021
Table 19 NBO Company Shares of Laundry Care: % Value 2017-2021
Table 20 LBN Brand Shares of Laundry Care: % Value 2018-2021
Table 21 NBO Company Shares of Laundry Aids: % Value 2017-2021
Table 22 LBN Brand Shares of Laundry Aids: % Value 2018-2021
Table 23 NBO Company Shares of Laundry Detergents: % Value 2017-2021
Table 24 LBN Brand Shares of Laundry Detergents: % Value 2018-2021
Table 25 Forecast Sales of Laundry Care by Category: Value 2021-2026
Table 26 Forecast Sales of Laundry Care by Category: % Value Growth 2021-2026
DISHWASHING IN GERMANY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Flexible working and convenience drive sales of dishwashing
Sustainability concerns serve as innovation drivers
Hand dishwashing posts strongest growth in 2021
PROSPECTS AND OPPORTUNITIES
Demand set to remain elevated compared to pre-pandemic levels
Tablets will continue driving automatic dishwashing sales
Brands with ecological credentials likely to continue gaining share
CATEGORY INDICATORS
Table 27 Household Possession of Dishwashers 2015-2020
CATEGORY DATA
Table 28 Sales of Dishwashing by Category: Value 2016-2021
Table 29 Sales of Dishwashing by Category: % Value Growth 2016-2021
Table 30 NBO Company Shares of Dishwashing: % Value 2017-2021
Table 31 LBN Brand Shares of Dishwashing: % Value 2018-2021
Table 32 Forecast Sales of Dishwashing by Category: Value 2021-2026
Table 33 Forecast Sales of Dishwashing by Category: % Value Growth 2021-2026
SURFACE CARE IN GERMANY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Heightened hygiene and sanitation concerns continue to drive sales of surface care
Multi-purpose cleaners remain the most used surface care product in Germany
Return of a focus on eco-friendly attributes
PROSPECTS AND OPPORTUNITIES
Demand to remain elevated despite consumers resuming pre-pandemic routines
Innovation to focus on eco-friendly concentrated products and disinfectant attributes
Demand to continue for multi-purpose antibacterial products
CATEGORY DATA
Table 34 Sales of Surface Care by Category: Value 2016-2021
Table 35 Sales of Surface Care by Category: % Value Growth 2016-2021
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2016-2021
Table 37 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2016-2021
Table 38 NBO Company Shares of Surface Care: % Value 2017-2021
Table 39 LBN Brand Shares of Surface Care: % Value 2018-2021
Table 40 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2021
Table 41 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2018-2021
Table 42 Forecast Sales of Surface Care by Category: Value 2021-2026
Table 43 Forecast Sales of Surface Care by Category: % Value Growth 2021-2026
BLEACH IN GERMANY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Bleach continues to decline despite higher emphasis on hygiene
Bleach continues to face strong competition from other cleaning products
Limited product choice contributes to slow sales
PROSPECTS AND OPPORTUNITIES
Bleach expected to continue declining over the forecast period
Stronger sustainability concerns to further discourage purchase of bleach
Dan Klorix likely to remain dominant brand but overall pressure on price expected
CATEGORY DATA
Table 44 Sales of Bleach: Value 2016-2021
Table 45 Sales of Bleach: % Value Growth 2016-2021
Table 46 NBO Company Shares of Bleach: % Value 2017-2021
Table 47 LBN Brand Shares of Bleach: % Value 2018-2021
Table 48 Forecast Sales of Bleach: Value 2021-2026
Table 49 Forecast Sales of Bleach: % Value Growth 2021-2026
TOILET CARE IN GERMANY
KEY DATA FINDINGS
2021 DEVELOPMENTS
After strong 2020 performance, overall demand for toilet care declines in 2021
Weak presence in dynamic rim blocks limits the development of a “green” segment
Henkel and SC Johnson benefit as consumers search for familiar brand names
PROSPECTS AND OPPORTUNITIES
Higher hygiene awareness expected to increase appeal of specialised products
Rim blocks to continue driving growth through innovation as interest in other formats shrinks
Eco-friendly products to expand but green credentials not yet mainstream
CATEGORY DATA
Table 50 Sales of Toilet Care by Category: Value 2016-2021
Table 51 Sales of Toilet Care by Category: % Value Growth 2016-2021
Table 52 NBO Company Shares of Toilet Care: % Value 2017-2021
Table 53 LBN Brand Shares of Toilet Care: % Value 2018-2021
Table 54 Forecast Sales of Toilet Care by Category: Value 2021-2026
Table 55 Forecast Sales of Toilet Care by Category: % Value Growth 2021-2026
POLISHES IN GERMANY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Extended lockdown accelerates decline of polishes in Germany
Lack of investment from producers
Werner & Mertz remains the leader
PROSPECTS AND OPPORTUNITIES
Heightened ongoing competition from alternative products to push down popularity
Value could be supported by higher-quality polishes as consumption drops
More modern households will hamper growth of polishes
CATEGORY DATA
Table 56 Sales of Polishes by Category: Value 2016-2021
Table 57 Sales of Polishes by Category: % Value Growth 2016-2021
Table 58 NBO Company Shares of Polishes: % Value 2017-2021
Table 59 LBN Brand Shares of Polishes: % Value 2018-2021
Table 60 Forecast Sales of Polishes by Category: Value 2021-2026
Table 61 Forecast Sales of Polishes by Category: % Value Growth 2021-2026
AIR CARE IN GERMANY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Air care benefits from prolonged home seclusion
Lockdown and travel restrictions continue to hamper the use of car air fresheners
SC Johnson retains slim lead in 2021
PROSPECTS AND OPPORTUNITIES
Subdued but positive demand for air care expected over forecast period
Return to pre-pandemic lifestyles and travel habits offers respite for car air fresheners
Future development expected to align with aromatherapy's rising popularity
CATEGORY DATA
Table 62 Sales of Air Care by Category: Value 2016-2021
Table 63 Sales of Air Care by Category: % Value Growth 2016-2021
Table 64 Sales of Air Care by Fragrance: Value Ranking 2019-2021
Table 65 NBO Company Shares of Air Care: % Value 2017-2021
Table 66 LBN Brand Shares of Air Care: % Value 2018-2021
Table 67 Forecast Sales of Air Care by Category: Value 2021-2026
Table 68 Forecast Sales of Air Care by Category: % Value Growth 2021-2026
HOME INSECTICIDES IN GERMANY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Social distancing continues to damper sales of home insecticides
More natural and eco-friendly variants continue to prove popular
Aeroxon Insect Control GmbH retains lead
PROSPECTS AND OPPORTUNITIES
Warmer seasons and growing health and environmental concerns set to drive sales
Consumers to look to prevention methods to reduce reliance on chemicals
Anticipated rise in mosquito population offers sustained demand potential for convenient electric insecticides
CATEGORY DATA
Table 69 Sales of Home Insecticides by Category: Value 2016-2021
Table 70 Sales of Home Insecticides by Category: % Value Growth 2016-2021
Table 71 Sales of Spray/Aerosol Insecticides by Type: % Value 2016-2021
Table 72 NBO Company Shares of Home Insecticides: % Value 2017-2021
Table 73 LBN Brand Shares of Home Insecticides: % Value 2018-2021
Table 74 Forecast Sales of Home Insecticides by Category: Value 2021-2026
Table 75 Forecast Sales of Home Insecticides by Category: % Value Growth 2021-2026