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Dishwashing Detergents - Germany - April 2009

European Consumer Goods Intelligence is a unique series of fmcg market research reports, written by industry experts and incorporating exclusive insight into consumer activity and market trends.

The German dishwashing products market continues to grow, with the rise in dishwasher ownership a positive contributing factor. The machine detergent sector is in fact growing faster than the hand-dishwashing sector, with growth rates for multi-functional tablets particularly impressive.

Sustainability is one of the buzzwords in 2008. Brands as well as own-label are following suit with major campaigns, the upgrade of existing products, new environmentally-friendly lines and even the introduction of a totally new brand Terra Activ by market leader Henkel.

The countries examined within the Consumer Goods Intelligence series of reports are France, Germany, Italy, Spain and the UK.

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Table of contents

  1. Issues in the Market

      • Definition
        • Consumer research
          • Abbreviations
          • Market in Brief

            • Continued market growth
              • Convenient tablets grow fastest, but fragrance and sustainability also sell
                • Affluent consumers and families main targets for dishwasher products
                  • Henkel and Fit push for a greener image
                    • Financial turmoil to slow growth in 2009
                    • Internal Market Environment

                      • Key points
                        • Demand for specific sensitive lines peaks
                          • Sustainability – the new green
                            • Figure 1: Environmental credentials, by country, 2004-08
                          • Germany leads for dishwasher ownership
                            • Figure 2: Ownership of electric dishwasher, by country, 2004-08
                            • Figure 3: Ownership of electric dishwasher in Germany, 2008
                          • Fast food gains
                            • Figure 4: Trends in frequency of eating fast foods and eating out, 2004-08
                        • Broader Market Environment

                          • Key points
                            • Age trends favour washing-up liquids
                              • Figure 5: Trends in German population, by age, 2003-13
                            • Decline in large households limits volume use
                              • Figure 6: Trends in number of German households, by size, 2003-07
                            • Economic influences
                              • Figure 7: Trends in German employment, by gender, 2003-08
                              • Figure 8: Trends in German PDI, consumer expenditure and GDP, at current prices, 2003-13
                            • EU guidelines for product safety
                              • Charter for Sustainable Cleaning
                                • REACH may add costs
                                • Who’s Innovating?

                                  • Key points
                                    • Figure 9: Percentage of new product launches in dishwashing products, by country, 2005-08
                                    • Figure 10: Percentage of new product launches in dishwashing products, by category, 2005-08
                                • Market Size and Forecast

                                  • Key points
                                    • Steady growth
                                      • Figure 11: German retail value sales of dishwashing detergents, at current and constant prices, 2004-14
                                    • Effect and multi-functionality sell best
                                      • Sensitive lines remain important
                                        • Organic lines push into the mainstream
                                          • Prospects
                                            • Factors used in the forecast
                                            • Segment Performance

                                              • Key points
                                                • Dishwasher detergents and ancillaries
                                                  • Figure 12: German retail value sales of dishwashing detergents, by type, 2006-08
                                                  • Figure 13: German retail value sales of dishwasher products, at current and constant prices, 2004-14
                                                  • Figure 14: German retail value sales of dishwasher products, by type, 2006-08
                                                • Hand-dishwashing detergents
                                                  • Figure 15: German retail value sales of hand-dishwashing detergents, at current and constant prices, 2004-14
                                                  • Figure 16: German retail value sales of hand-dishwashing detergents, by type, 2006-08
                                              • Market Share

                                                • Key points
                                                  • Henkel maintains lead
                                                    • Figure 17: Manufacturers’ value shares of dishwashing products, 2006-08
                                                  • Calgonit and Somat dominate in dishwasher products
                                                    • Figure 18: Brands´ retail value shares of dishwasher products, by type, 2006-08
                                                    • Figure 19: Popularity of dishwasher detergents, 2004-08
                                                  • Pril unchallenged in hand-dishwashing
                                                    • Figure 20: Brands´ retail value shares of hand-dishwashing detergents, 2006-08
                                                    • Figure 21: Popularity of hand-dishwashing detergents, 2004-08
                                                  • Green suppliers
                                                  • Companies and Products

                                                    • Colgate Palmolive
                                                      • fit
                                                        • Henkel
                                                          • Procter & Gamble
                                                            • Reckitt Benckiser
                                                              • Brand promotion
                                                              • Channels to Market

                                                                • Key points
                                                                  • Figure 22: German retail value sales of dishwashing products, by outlet type, 2006-08
                                                                  • Figure 23: German retail value sales of dishwashing products, by sector and outlet type, 2006-08
                                                              • The Consumer – Pan-European Overview

                                                                • Key points
                                                                    • Figure 24: Penetration of dishwashing products, by country, 2008
                                                                    • Figure 25: Penetration of dishwasher detergents, by country, by type, 2008
                                                                    • Figure 26: Penetration and frequency of using dishwashing detergents, by country, 2008
                                                                • The Consumer – Trends in Germany

                                                                  • Key points
                                                                      • Figure 27: Trends in usage of dishwashing detergents, Germany, 2004-08
                                                                      • Figure 28: Trends in frequency of using dishwashing detergents, by type, 2004-08
                                                                      • Figure 29: Trends in penetration of dishwasher detergents, by type, 2004-08
                                                                      • Figure 30: Trends in using washing-up liquids, 2004-08
                                                                      • Figure 31: Trends in using washing-up liquids, 2004-08
                                                                  • The Consumer – Usage and Attitudes

                                                                    • Key points
                                                                      • Dishwasher detergents
                                                                        • Hand-dishwashing detergents
                                                                          • Detailed demographics
                                                                            • Figure 32: Penetration and frequency of using dishwasher detergents, 2008
                                                                            • Figure 33: Penetration and frequency of using washing-up liquids, 2008
                                                                          • Attitudes
                                                                            • Figure 34: Attitudes towards price, 2008
                                                                            • Figure 35: Attitudes towards promotions, 2008
                                                                            • Figure 36: Attitudes towards new products, 2008
                                                                            • Figure 37: Attitudes towards brand loyalty, 2008

                                                                        Companies Covered

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                                                                        Dishwashing Detergents - Germany - April 2009

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