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Household Cleaning Products - Germany - July 2009

With consumer confidence falling, and discounters once again gaining share in recession-hit Germany, the household cleaning products market stagnated in 2008. It is predicted to decline by 2% in 2009, falling to €871 million, with all sectors but furniture polishes suffering losses.

Convenience and sustainability are the main selling points. Much of the recent NPD has focused on these key drivers. Leader Henkel sets trends with a large number of launches including its new environmentally-friendly brand Terra Activ.

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

            • The market suffers losses in 2009
              • Convenience and sustainability are key trends
                • Usage frequency comparatively low
                  • Henkel dominates
                    • Demand for convenience and green credentials will remain strong
                    • Internal Market Environment

                      • Key points
                        • Convenience still relevant
                          • Socio-demographic differences remain significant
                            • Sustainability
                              • Furniture fashions shape demand
                              • Broader Market Environment

                                • Key points
                                  • Working women shape demand
                                    • Figure 1: Trends in German employment, by gender, 2003-08
                                    • Figure 2: Trends in German PDI, consumer expenditure and GDP, at current prices, 2003-08
                                  • EU guidelines for product safety
                                    • Charter for sustainable cleaning
                                      • REACH may add costs
                                      • Who’s Innovating?

                                        • Key points
                                          • The UK leads NPD activity
                                            • Figure 3: Percentage of new product launches in household cleaning products, by country, 2006-08
                                            • Figure 4: Percentage of new product launches in household cleaning products, by category, 2006-08
                                            • Figure 5: Number of new product launches in household cleaning products, by positioning, 2006-08
                                            • Figure 6: Percentage of new product launches in household cleaning products, by manufacturer, 2006-08
                                        • Market Size and Forecast

                                          • Key points
                                            • Earlier growth is cancelled out in 2009
                                              • Figure 7: German retail value sales of household cleaning products, at current and constant prices, 2004-14
                                            • A new green wave hits the shelves
                                              • Fragrance important
                                                • Power with caution
                                                  • Light-hearted design sells
                                                    • Forecast
                                                      • Factors used in the forecast
                                                      • Segment Performance

                                                        • Key points
                                                          • No segment proves recession-proof
                                                            • Figure 8: German retail value sales of household cleaning products, by type, 2007-09
                                                          • Toilet care
                                                            • Figure 9: German retail value sales of toilet care, at current and constant prices, 2004-14
                                                            • Figure 10: German retail value sales of toilet care, by type, 2007-09
                                                          • Surface cleaners
                                                            • Figure 11: German retail value sales of surface cleaners (all-purpose and kitchen), at current and constant prices, 2004-14
                                                          • Specialist cleaners
                                                            • Figure 12: German retail value sales of specialist cleaners, at current and constant prices, 2004-14
                                                            • Figure 13: German retail value sales of specialist cleaners, by type, 2007-09
                                                          • Furnishing and flooring
                                                            • Figure 14: German retail value sales of carpet, floor and upholstery cleaners, at current and constant prices, 2004-14
                                                            • Figure 15: German retail value sales of carpet, floor and upholstery cleaners, by type, 2007-09
                                                          • Bathroom cleaners
                                                            • Figure 16: German retail value sales of bathroom cleaners, at current and constant prices, 2004-14
                                                          • Furniture cleaners and polish
                                                            • Figure 17: German retail value sales of furniture cleaners and polishes, at current and constant prices, 2004-14
                                                            • Figure 18: German retail value sales of furniture cleaners and polishes, by type, 2007-09
                                                          • Window and glass cleaners
                                                            • Figure 19: German retail value sales of window and glass cleaners, at current and constant prices, 2004-14
                                                          • Liquid bleaches and disinfectants
                                                            • Figure 20: German retail value sales of liquid bleach and disinfectants, at current and constant prices, 2004-14
                                                          • Cleaning wipes
                                                            • Figure 21: German retail value sales of cleaning wipes*, at current and constant prices, 2004-14
                                                        • Market Share

                                                          • Key points
                                                            • Supplier Henkel dominates
                                                              • Toilet care
                                                                • Figure 22: Brands’ value shares of lavatory rim products, 2007-09
                                                                • Figure 23: Brands’ value shares of lavatory cleaners, 2007-09
                                                              • Surface cleaners
                                                                • Carpets, flooring and upholstery
                                                                  • Floor care
                                                                    • Bathroom cleaners
                                                                      • Figure 24: Brands’ value shares of bathroom cleaners, 2007-09
                                                                    • Furniture cleaners and polishes
                                                                      • Glass and window cleaners
                                                                        • Figure 25: Brands’ value shares of glass and window cleaners, 2007-09
                                                                      • Liquid bleach and disinfectants
                                                                        • Figure 26: Brands’ value shares of liquid bleach and disinfectants, 2007-09
                                                                      • Wipes
                                                                        • Figure 27: Brands’ value shares of cleaning wipes, 2007-09
                                                                    • Companies and Products

                                                                      • Colgate Palmolive
                                                                        • Henkel
                                                                          • SC Johnson
                                                                            • Procter & Gamble
                                                                              • Unilever
                                                                              • Channels to Market

                                                                                • Key points
                                                                                  • Figure 28: German retail value shares of household cleaning products, by outlet type, 2007-09
                                                                              • The Consumer – Pan-European Overview

                                                                                • Key points
                                                                                  • Cleanliness less of a virtue
                                                                                    • Figure 29: Penetration and frequency of using household products, by type, by country, 2008
                                                                                • The Consumer – Trends in Germany

                                                                                  • Key points
                                                                                    • Convenient products boost usage
                                                                                      • Figure 30: Trends in frequency of using household cleaning products, by type, 2004-08
                                                                                      • Figure 31: Types of household cleaner used most often, 2004-08
                                                                                      • Figure 32: Types of furniture polish used most often, 2004-08
                                                                                      • Figure 33: Types of lavatory cleaner used most often, 2004-08
                                                                                      • Figure 34: Types of flush treatment products used most often, 2004-08
                                                                                  • The Consumer – Usage and Attitudes

                                                                                    • Key points
                                                                                      • Household cleaners
                                                                                        • Furniture polishes and dusters for furniture and floors
                                                                                          • Lavatory cleaners
                                                                                            • Detailed demographics
                                                                                              • Figure 35: Penetration and frequency of using household cleaners, by demographic sub-group, 2008
                                                                                              • Figure 36: Penetration and frequency of using furniture polishes and dusters for furniture and floors, by demographic sub-group, 2008
                                                                                              • Figure 37: Penetration and frequency of using lavatory cleaners, by demographic sub-group, 2008
                                                                                              • Figure 38: Penetration and frequency of using flush treatment lavatory products, by demographic sub-group, 2008
                                                                                          • The Consumer – Attitudes

                                                                                            • Key points
                                                                                              • Cleaning vs fun
                                                                                                • Figure 39: Attitudes towards household cleaning, 2004-08
                                                                                            • Appendix

                                                                                                • Figure 40: Use of paid help, by country, 2008
                                                                                                • Figure 41: Time spent on household chores on an average weekday, by country, 2008
                                                                                                • Figure 42: Trends time spent on household chores on an average weekday, Germany, 2004-08
                                                                                                • Figure 43: Time spent on cleaning, by socio-demographic sub-group, 2008

                                                                                            Companies Covered

                                                                                            To learn more about the companies covered in this report please contact us.

                                                                                            Household Cleaning Products - Germany - July 2009

                                                                                            £495.00 (Excl.Tax)