While 60% of German consumers agree that single-use cleaning products are bad for the environment, 47% struggle to tell which products are actually sustainable.
As financially healthy younger consumers assume more cleaning responsibilities, brands can speak to their greater interest in cleaning robots to further penetrate the market with automated cleaning equipment.
While 60% of German consumers agree that single-use cleaning products are bad for the environment, 47% struggle to tell which products are actually sustainable. This confusion is likely caused by the lack of standardised sustainability claims, and brands should therefore clearly label their packaging to indicate if their product is wash-friendly.
Price increases in the category continue to weigh on consumers’ ability to purchase electronic floor equipment, but the lower end of the market, such as manual cleaning equipment, is less exposed based on its needs-driven usage and low prices.
Adaptation of automated future technologies will be slow, considering that half of cleaning robot non-users don’t use them because the purchase price is too high. Manual cleaning brands are therefore poised to highlight their ability to clean corners, stairs and other hard-to-reach areas. Using AI to speed up the innovation process of new products – such as more-efficient shapes for mop heads – will give such brands an edge.
This reportexamines the retail market for household cleaning equipment, including the following product categories:
This market definition excludes disposable wipes and antibacterial cleaning wipes, which are covered in Mintel’s Germany Toilet and Hard Surface Care Market Report.
Yasemin joined Mintel in October 2022 as a Household Care Research Analyst in Germany. Prior to working at Mintel, Yasemin worked as a Consumer Insights Analyst. She holds a M.A. in Brand Management and a B.Sc. in Clothing Technology/Fabric Processing.
Brands can embrace younger consumers’ higher interest in and use of cleaning robots, and manual cleaning brands have a significant opportunity to innovate with products for hard-to-each areas (eg pre-fillable mops, triangle shaped mops).
Yasemin Holtemayer
Household Care Research Analyst, Germany
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