Despite 55% of Germans with cleaning responsibilities believing insect pest control products are dangerous, 43% of them still use them to get rid of insects in their home. This highlights a clear need for evolution in the current market offerings. Products made with natural ingredients will better meet consumer expectations, with 49% of those with cleaning responsibilities already using home remedies to eliminate insects.
Cleaning tasks and time spent cleaning stayed stable compared to 2023, largely due to 60% of Germans with cleaning responsibilities sticking to regular cleaning routines. However, women take on more responsibility in the home than men, highlighting the continued gender gap in the household space. To support women in the home care space, brands are poised to underscore the convenience of their products, and further enhance them with mood-boosting fragrances to ease women’s stress.
Furthermore, the ongoing pressure from the cost of living crisis also led 47% of those who clean the interior of their appliances to do so to extend the appliances’ lifespans. Thus, brands need to offer guidance on machine care to support Germans in their quest to save money. This education is particularly important for younger age groups, who overzealously clean their small and large appliances daily, likely doing more damage than good.
Close the gender cleaning gap by empowering men and supporting women’s wellness. Natural ingredients appeal to the health-conscious and help tackle appliance odours.
Yasemin Holtemayer, Household Care Research Analyst, Germany
All aspects of cleaning within the family home are covered, including:
This Report also includes caring for outdoor spaces, including:
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Brands must address parents' nutritional concerns through innovative, health-focused products while aligning with evolving dietary trends and values. Adam Millward, Research - Mintel Reports ...
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