Stay ahead of the curve and future-proof your business with Mintel’s Germany Cleaning In and Around the Home Market Report 2023. Our full report is packed with consumer-led market intelligence, cleaning habits in Germany, and consumer behaviours affecting your industry. Get a 360° view of consumer cleaning habits in Germany including a growth forecast to help you align your business strategy with the needs of your audience.
Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.
Topics Analysed in this Report
- How much time consumers spend cleaning inside the home and tending outside the home.
- Consumers’ enjoyment of cleaning, and how skilled consumers feel they are.
- Typical frequency of different types of cleaning tasks in the home.
- Priorities when consumers clean their home.
- Consumer behaviours around cleaning.
An Overview of Consumer Cleaning Habits in Germany
While the needs-driven nature of home cleaning provides some resilience to a drop in consumer demand, household care brands are not entirely immune against trading down.
As a result of inflation, prices for household care products have increased, and 34% of German household care shoppers bought more own-label products to ease their pressured budgets.
Research on German Consumers’ Cleaning Habits: What Consumers Want and Why
- Consumer Cleaning Habits in Germany: Despite the fact that the majority of Germans have an outdoor space in their home, such as a balcony or garden, 23% of them do not spend any time tending to those spaces outside the home.
- What Matters to German Consumers While Cleaning: Tech-assisted cleaning solutions such as AI and robots, or easy-to-use products, are a way for brands to cater to the 89% of consumers who think getting tasks done as quickly as possible is important. This likely also alleviates stress for those with low cleaning skills that consider cleaning strenuous.
- Opportunities for Brands Regarding Cleaning Habits in Germany: Tidying around the house is the task that consumers do most frequently every day. Although household care products are not directly involved in this process, brands can still engage with consumers as 74% of those cleaning their home listen to something while cleaning. Brands can connect with them through music, e.g. by creating Spotify cleaning playlists.
To learn how to connect with your audience, purchase our Germany Cleaning In and Around the Home Market Report 2023 in full. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.
Products and Brands Discussed in this Report
Brands: LG, Samsung, ChatGPT, Vanish Oxi Action, Oecolife, Obi, Lenor, YogiTea, Homey, neat, Brauzz, Caramba, Poliboy, StripWash, Mellerud, Spotify, Frosch, and many more.
Products: Cleaning robots, AI software, carpet cleaner/serum, cleaning stones, fabric softener, glass/mirror cleaner, floor cleaner, surface cleaner, laundry detergent, kitchen cleaner, oven cleaner, toilet/bath cleaner, vacuuming, floor mopping, furniture polish, and many more.
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Expert Insights on Consumer Cleaning Habits in Germany
This report, written by Yasemin Holtemayer, Research Analyst, delivers in-depth commentary and analysis to highlight cleaning trends in Germany and add expert context to the numbers.
According to our research on German consumers’ cleaning habits, getting tasks done as quickly as possible is highly important to people in Germany. Brands that offer easy-to-use products and tap into technologies, such as AI and robots, will be favourised by consumers.
Yasemin Holtemayer
Research Analyst – Household Care, Germany
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EXECUTIVE SUMMARY
- Key issues covered in this Report
- Market context
- Opportunities
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MARKET DRIVERS
- The German economy
- Graph 1: key economic data, in real terms, 2019-24
- Graph 2: financial confidence index, 2022 – 23
- Demographics
- Graph 3: people living alone, by age and gender, 2022
- Redefinition of the home
- Technology and sustainability in household care
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WHAT CONSUMERS WANT AND WHY
- Amount of time spent cleaning in and around the home
- Graph 4: time spent cleaning the home, 2023
- Graph 5: time spent tending outside the home, 2023
- Level of enjoyment of cleaning
- Rating of cleaning skills
- Frequency of household care activities
- Graph 6: frequency of cleaning tasks, 2023
- Priorities when cleaning the home
- Behaviours towards cleaning in and around the home
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APPENDIX
- Appendix – products covered, abbreviations, consumer research methodology and language usage
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