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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