Clothes Washing Products - Germany - January 2009

The German clothes washing products market is estimated at €1,862 million in 2008, an overall drop of 2.3% on 2007 and 7.1% on 2003. The largest decline came within specialist detergents and ironing aids while stain removers and fabric fresheners are showing stagnation. Fabric conditioners are the only growing category, thanks to innovative fragrance technology and an upgrade in product image.

Henkel is the clear market leader with important brands such as Persil, Vernel and Perwoll taking a 31% share of the market, followed by Procter & Gamble (19%) with the heavily promoted Ariel, Lenor and Febreze.

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Issues in the Market
- Definition
- Consumer research
- Abbreviations
Market in Brief
- Declining consumer confidence leads to declining value sales
- Only fabric conditioners grow
- Main volume users are families and affluent working people
- Environmentally-friendly on the increase
- Henkel and Procter & Gamble take half of the market
- Highest adspend for Ariel
- Sustainability expected to become more important
Internal Market Environment
- Key points
- Washing machine and tumble dryer ownership increasing; dry cleaning peaking
  - Figure 1: Ownership of washing machines and dryers, by country, 2008
- - Figure 2: Trends in ownership of household laundry appliances, by country, 2003-08
- - Figure 3: Ownership of washing machines and tumble dryers in Germany, 2008
- Fewer Germans responsive to environmental concerns
  - Figure 4: Environmental credentials, by country, 2003-08
- Demand for sensitive lines peaks
- Fashion trends create niche markets
Broader Market Environment
- Key points
- Age trends have a negative impact on volume sales
  - Figure 5: Trends in German population, by age, 2003-13
- Small households also slow volume use
  - Figure 6: Trends in number of German households, by size, 2002-06
- Employment and high income important
  - Figure 7: Trends in German PDI, consumer expenditure and GDP, at current prices, 2003-13
  - Figure 8: Trends in German employment, by gender, 2003-08
- EU guidelines for product safety
- Charter for Sustainable Cleaning
- REACH may add costs
Who’s Innovating?
- Key points
  - Figure 9: New product launches in clothes washing products, % by country, 2006-08
- - Figure 10: New product launches in clothes washing products in Germany, % by category, 2006-08
- Detergents
- Fabric conditioners
- Ancillary products
  - Figure 11: New product launches in clothes washing products in Germany, % by claim, 2006-08
  - Figure 12: New product launches in clothes washing products in Germany, % by company, 2006-08
Market Size and Forecast
- Key points
  - Figure 13: German retail value sales of clothes washing products, at current and constant prices, 2003-13
- - Figure 14: German retail value sales of clothes washing products, by type, 2006-08
- Seasonal and limited editions add interest
- Sustainability
  - Figure 15: Usage of laundry care products, by sub-type, 2003-08
- Wellness, anti-allergy
  - Figure 16: Usage of laundry care products for sensitive skin, 2003-08
- Fragrances
- Oxygen runs out of gas
- Prospects
- Factors used in the forecast
Segment Performance
- Key points
- Detergents
  - Figure 17: German retail value sales of laundry detergents, at current and constant prices, 2003-13
  - Figure 18: German retail value sales of laundry detergents, by type, 2006-08
- - Figure 19: German retail value sales of specialist detergents, by type, 2006-08
- Powders take the lion’s share of detergent sales, but liquids grow
  - Figure 20: German retail value sales of laundry detergents, by format, 2006-08
- Laundry and ironing aids
  - Figure 21: German retail value sales of laundry aids, at current and constant prices, 2003-13
  - Figure 22: German retail value sales of laundry aids, by type 2006-08
- Ancillary products
  - Figure 23: German retail value sales of ancillary products, at current and constant prices, 2008-13
  - Figure 24: German retail value sales of ancillary products, by type, 2006-08
Market Share
- Key points
  - Figure 25: Manufacturers’/brand retail value shares in clothes washing products, 2006-08
- All-purpose detergents
  - Figure 26: Manufacturers’/brand retail value shares of all-purpose detergents, 2006-08
- - Figure 27: Popularity of all-purpose laundry detergents, 2004-08
- Specialist detergents and ancillary products
  - Figure 28: Brand retail value shares of specialist detergents and ancillary products, 2006-08
- - Figure 29: Popularity of specialist laundry detergents, 2004-08
- Fabric conditioners
  - Figure 30: Brand retail value shares of fabric conditioners, 2006-08
- Ecover no longer niche
Companies and Products
- Henkel
- Procter & Gamble
- Unilever
- Reckitt Benckiser
- Dalli-Werke
Brand Communication and Promotion
- Key points
  - Figure 31: Main monitored media advertising expenditure on clothes washing products, by country, 2005-08
- - Figure 32: Main monitored media advertising expenditure on clothes washing products in Germany, by manufacturer, Jan-Jul 2008
Channels to Market
- Key points
  - Figure 33: German retail value sales of clothes washing products, by outlet type, 2006-08
Consumer – Pan-European Overview
- Key points
- - Figure 34: Penetration of clothes washing detergents, by country, 2008
- - Figure 35: Penetration of fabric conditioners, by country, 2008
- - Figure 36: Penetration of stain removers and fabric fresheners, by country, 2008
Consumer – Trends in Germany
- Key points
- - Figure 37: Trends in using clothes washing detergents, Germany, 2003-08
- - Figure 38: Trends in using fabric conditioners Germany, 2003-08
- - Figure 39: Trends in using stain removers and fabric fresheners, Germany, 2003-08
Consumer – Usage and Attitudes
- Key points
- Washing powder/tablets and fabric conditioners
- Washing liquids
- Stain removers
- Fabric fresheners
- - Figure 40: Penetration and frequency of using washing powder/tablets, 2008
- - Figure 41: Penetration and frequency of using washing liquids, 2008
- - Figure 42: Penetration and frequency of using fabric conditioners, 2008
- - Figure 43: Penetration and frequency of using stain removers, 2008
- - Figure 44: Penetration of fabric fresheners, 2008
- Attitudes
  - Figure 45: Attitudes towards laundry and environmental issues, by country, 2008
- - Figure 46: Trends in a ttitudes towards clothes, laundry, and environmental issues, Germany, 2003-08