Germany Dishwashing Products Market Report 2024

Brands can tap into consumers changing usage behaviours, which have shifted due to the cost of living crisis and focus on extending dishwashers’ lives. Scents are also a key element in the German dishwashing market, where brands need to focus on innovation.

The German Dishwashing Market – Current Landscape

With the adoption of value-driven behaviours during the cost of living crisis, brands can cater to newly formed habits and educate users on extending their dishwashers’ lifespans. Teaching them about ancillary products that combat hard water damage and reduce wear and tear will not only improve consumers’ knowledge, but also likely boost ancillaries’ popularity.

Mintel’s dishwashing in Germany market research shows that most consumers in Germany use all-in-one dishwasher tablets and capsules. However, a significant portion of 16 to 34-year-olds would like to see a greater variety of formats, which may pose a threat to traditional formats. To cater to a growing consumer group, brands can innovate to meet the demand for new options, such as with sheets.

Scents continue to be crucial in the German dishwashing market, leaving room for experimentation. There are market opportunities for brands to innovate with certain aromas that consumers are interested in and vary between demographics. For example, borrowing ideas from BPC, like enhancing citrus scents by emphasising their skincare benefits, will give consumers a new scent experience.

Dishwashing Products Market in Germany – Market Statistics

• Dishwashing Products Usage: 67% of German consumers use all-in-one dishwasher tablets/capsules.
• German Dishwashing Market Trends: 51% of consumers aged 16-24 would like to see more woody scents in the dishwashing products market in Germany.
• German Dishwashing Products Market Size: The category has experienced 7.9% growth due to increasing prices.

Dishwashing in Germany Market Research – What’s Inside?

Key Topics Analysed in this Report

• The short-, medium- and long-term impact of the cost-of-living crisis on the German dishwashing market.
• Usage and purchase factors of dishwashing products and washing-up liquid.
• Scent preferences for and consumer attitudes towards both washing-up liquid and automatic dishwashing products.
• Launch activity and innovation opportunities in the dishwashing products market in Germany.

Report Scope
For the purposes of this Report, Mintel has used the following definitions:

• Hand dishwashing detergents: Products formulated for dishwashing by hand, including regular and antibacterial variants.
• Dishwasher detergents: Products exclusively formulated for use in automatic dishwashers, including tablets/combination products, powders, and liquids.
• Ancillaries: Ancillaries or dishwasher additives including salt, rinse aids, and dishwasher cleaners, fresheners, and protection products

Dishcloths, sponges, scouring products, washing-up tools, and rubber gloves are excluded from this report.

Meet the Expert Behind the Analysis

This report was written by Yasemin Holtemayer, Research Analyst for Household Care at Mintel. 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.

Our dishwashing in Germany market research shows that new scent experiences, such as natural citrus or woody fragrances, can give brands a competitive edge in the German dishwashing market, where scents have long played a key role.

Yasemin Holtemayer
Research Analyst – Household Care, Germany