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Germany Toilet and Hard Surface Care Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Toilet and Hard Surface Care - Germany market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

German consumers demand household brands to be eco-friendly and are prepared to pay a price premium. Brands must show greater holistic concern for the environment with innovations in cleaning formulations, by being transparent and reducing plastic usage as well as through better signposting the environmental impact of their products.

All reports purchased from the Mintel Store now come with free access to our COVID-19 Global Insights Hub, allowing you to understand how industries and consumer behaviour is changing worldwide.


What does the COVID-19 Global Insights Hub give you access to?

  • Over 450 pieces of research (with more published each week) addressing markets across the globe.
  • Discover how people in countries at different stages of the crisis are adjusting to the 'new normal'.
  • Trending industries which have seen growth due to the changes in circumstance.
  • Our latest consumer research surveys, allowing you to see customers views right now.

Expert analysis from a specialist in the field

Written by Dr Christina Wessels, a leading analyst in the Household & Leisure sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Building rapport with men, holistically innovating with green products and leveraging population dynamics once the COVID-19 outbreak has cleared will drive future growth for household care brands. Dr Christina Wessels
Household & Leisure Analyst

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What's included

What's included

Table of contents

Table of contents

  1. Executive summary

    • Note on COVID-19
    • Market context
    • [Graph] Germany: unattached people in one-person households by gender and age, in thousands, 2018
    • Mintel predicts
    • What consumers want, and why
    • [Graph] Germany: formulas used for hard surface cleaning products in the last six months, January 2020
    • [Graph] Germany: products used to keep toilet fresh and clean in the last six months, January 2020
    • [Graph] Germany: usage of selected hard surface cleaning products, by age and gender, January 2020
    • [Graph] Germany: behaviours towards toilet and hard surface cleaning and care products, January 2020
    • [Graph] Germany: attitudes towards toilet and hard surface care, January 2020
    • Opportunities
    • The competitive landscape
    • Marketing mix
  2. market drivers

    • [Graph] Germany: "How worried are you about the risk of being exposed to the Coronavirus (also known as COVID-19)?", March 3-16, 2020
    • [Graph] Germany: "To what extent are you worried about how the outbreak might affect your lifestyle?", March 3-16, 2020
    • [Graph] Germany: % change in GDP from previous quarter, 2015-19
    • [Graph] Germany: share of maximum adult population projections, by age group, 2020-30
    • [Graph] Germany: share of households by size, 1991 and 2018
    • [Graph] Germany: unattached people in one-person households, by age and gender, in thousands, 2018
  3. What consumers want, and why

    • Behaviour around COVID-19
    • [Graph] Germany: "Have you or your family made any changes as a result of the COVID-19/Coronavirus outbreak?", March 2020*
    • Cleaning and buying responsibility
    • [Graph] Germany: responsibility for cleaning surfaces, including toilets, by gender, January 2020
    • [Graph] Germany: responsibility for buying surface-cleaning products, including toilet cleaners, by gender, January 2020
    • [Graph] Germany: responsibility for cleaning surfaces, including toilets, by age and gender, January 2020
    • [Graph] Germany: responsibility for cleaning surfaces, including toilets, by parental status, January 2020
    • Usage of toilet care and hard surface cleaning products
    • [Graph] Germany: products used to keep toilet fresh and clean in the last six months, January 2020
    • [Graph] Germany: formulas used for hard surface cleaning products in the last six months, January 2020
    • [Graph] Germany: types of hard surface cleaning products used in the last six months, January 2020
    • [Graph] Germany: hard surface cleaner wipes usage, by age of children in the home, January 2020
    • [Graph] Germany: usage of selected hard surface cleaning products, by age and gender, January 2020
    • Cleaning frequency
    • [Graph] Germany: average cleaning frequency, January 2020
    • Behaviors around toilet and hard surface care formulations
    • [Graph] Germany: behaviours towards toilet and hard surface cleaning and care products, January 2020
    • [Graph] Germany: % who prefer to use products that require less or no water to clean, by age and gender, January 2020
    • [Graph] Germany: % who like to try new scents of cleaning products, by gender and age, January 2020
    • [Graph] Germany: top three preferred scent types, by age and gender, September 2019
    • Attitudes towards toilet and hard surface cleaning and care
    • [Graph] Germany: attitudes towards toilet and hard surface care, January 2020
    • [Graph] Germany: attitudes towards toilet and hard surface care, by always reading usage instructions on pack, January 2020
    • [Graph] Germany: usage of hard surface cleaning products, by attitudes towards toilet and hard surface care, January 2020
  4. Launch activity and innovation

    • [Graph] Germany: toilet care NPD, by subcategory, 2015-19
    • [Graph] Germany: NPD in toilet care, by leading claims, 2017-19
    • [Graph] Germany: most appealing on-pack claims when buying household care products, 2019
    • [Graph] Germany: share of NPD in toilet care, by launch type, 2015-19
    • [Graph] Germany: NPD in toilet care, by top 10 fragrance component groups, 2019
    • [Graph] Germany: NPD in hard surface care, by subcategory, 2015-19
    • [Graph] Germany: NPD in hard surface care, by leading claims, 2017-19
    • [Graph] Germany: NPD in hard surface care, by launch type, 2015-19
    • [Graph] Germany: NPD in hard surface care, by top 10 fragrance component groups, 2019
    • [Graph] Germany: NPD in hard surface care, by top 10 companies, 2019
    • [Graph] Germany: NPD in toilet care, by top 10 companies, 2019
    • Advertising and marketing activity
  5. Market share

    • market segmentation, size and forecast

      • Forecasting during the COVID-19 pandemic
    • Appendix

      • Appendix – products covered, abbreviations and consumer research methodology
      • Appendix – market size and forecast

    About the report

    This interactive report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data carried out across Germany, but our industry experts put that data into context and you’ll quickly understand:

    • The Consumer

      What They Want. Why They Want It.

    • The Competitors

      Who’s Winning. How To Stay Ahead.

    • The Market

      Size, Segments, Shares And Forecasts: How It All Adds Up.

    • The Innovations

      New Ideas. New Products. New Potential.

    • The Opportunities

      Where The White Space Is. How To Make It Yours.

    • The Trends

      What’s Shaping Demand – Today And Tomorrow.

    Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

    Description