Germany Dishwashing Products Market Report 2023
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Hand dishwashing's crisis-proof nature and ubiquitous use give brands an opportunity to add an element of joy, playing with skincare ingredients and new textures. Yasemin Holtemayer, Household Care Research…

Germany Dishwashing Products Market Report 2023

£ 2,195 (Excl.Tax)


Stay ahead of the curve and future-proof your business with Mintel’s Dishwashing Products in Germany Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest trends and consumer behaviours affecting your industry. Get a 360° view of the dishwashing products market Germany including the German dishwashing products market size, market share and forecasted growth 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

  • A detailed outlook on the dishwashing products market in Germany, including expert insights and market drivers.
  • The short-, medium- and long-term impact of the cost-of-living crisis on dishwashing products in Germany.
  • Ownership, usage frequency, and purchasing responsibilities of dishwashing products in Germany.
  • Interest in innovation of and money-saving behaviours in the German dishwashing market.
  • Attitudes towards hand and machine dishwashing products in Germany.
  • How your business can tap into opportunities to increase your German dishwashing market share.

Overview of the Dishwashing Products Market in Germany

Mintel’s dishwashing in Germany market research shows that the continued cost-of-living crisis will cause the German dishwashing market to experience further growth, albeit to a lesser extent. Users and buyers will therefore focus on promotions and own label purchases, opening up opportunities for own label brands.

Mid-term, the dishwashing products market in Germany is expected to drop as the cost-of-living crisis eases up and prices will likely fall as a result. Brands can stay relevant with products that work efficiently on eco-settings since consumers’ eco-friendly behaviours are set to stay beyond money-saving attitudes.

Dishwashing in Germany Market Research: What Consumers Want and Why

  • German Dishwashing Market Trends: For those who don’t own dishwashers or looking to save on energy costs, brands can focus on making cold hand dishwashing more enjoyable with gloves infused with skincare ingredients. Such products will resonate with 32% of German consumers.
  • German Dishwashing Market Opportunities: 43% of Gen Z are interested in dishwashing products to remove specific stubborn stains. Brands can address this interest with specifically formulated dishwashing products that tackle stains.

What’s Next for the Dishwashing Products Market Germany?

  • Once inflationary pressure eases, value sales will balance out according to Mintel’s dishwashing in Germany market research. Germans will likely be able to afford higher priced products again, benefiting brands who focused on transparency of their eco-friendly products.

To learn how to connect with your audience, purchase our full Dishwashing Products in Germany Market Report 2023. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.

Products and Brands Discussed in this Report

Brands: Henkel (Pro Nature), Reckitt Benckiser, Werner & Mertz, Procter & Gamble, Fit, Dawn, Sephora, Bosch (finish), Somat, Hello%, Crystale, Carbro, Total Planet, LG Household & Health Care, Blaue Helden, Kids Stuff, Dr. Bronner, Frosch, As Easy as That, Domol, Respekt, Klaeny, EcoYou, Everdrop, Fair Zone, Fairy, DM, Rossmann, Claro Products, Müller, Edeka, REWE, Pril, and many more.

Products: Hand dishwashing detergents (regular and antibacterial variants), dishwasher detergents (tablets/combination products, powders, liquids), ancillaries, dishwasher additives (salt, rinse aids, dishwasher cleaners, fresheners, protection products).

Additional Features Included with Your Purchase

  • Interactive Data Book: This gives you unlimited access to a consumer confidence tracker that is segmented into 25 different demographic categories.
  • Different Digital Formats: PDF for conveniently sharing with your team, PowerPoint for quickly including in your presentation, as well as Word and Excel.
  • Mintel’s Clients Portal: Our portal offers instant access to actionable analysis and trend pieces relevant to your industry that are published almost daily. You can also browse for more market research reports.

Expert Insights on the Dishwashing Products Market in Germany

This report, written by Yasemin Holtemayer, Research Analyst, delivers in-depth commentary and analysis to highlight current trends in the dishwashing products market Germany and add expert context to the numbers.

Hand dishwashing’s crisis-proof nature and ubiquitous use give brands an opportunity to add an element of joy, playing with skincare ingredients and new textures.

Yasemin Holtemayer, Research Analyst
Yasemin Holtemayer
Research Analyst – Household Care, Germany

Table of Contents


    • Key issues covered in this Report
    • Market context
    • Mintel predicts
    • Opportunities
    • The competitive landscape

    • The German economy
    • Graph 1: key economic data, in real terms, 2019-24
    • Graph 2: consumer price index for dishwashing products, 2022-23
    • Demographic changes
    • Graph 3: people living alone, by age and gender, 2022
    • Sustainability

    • Usage of washing-up liquid
    • Dishwasher ownership
    • Graph 4: dishwasher ownership, 2022-23
    • Frequency of dishwasher usage
    • Graph 5: frequency of dishwasher use, by presence of children in the household, 2023
    • Usage of dishwasher products
    • Graph 6: usage of dishwasher products in the last six months, 2020-23
    • Interest in innovation
    • Money-saving behaviours
    • Graph 7: money-saving behaviours while doing the dishes in the past six months, 2023
    • Attitudes towards dishwashing products
    • Graph 8: attitudes towards dishwashing products, 2023

    • Graph 9: NPD in household care, by top five categories, 2020-23
    • Graph 10: NPD in dishwashing products, by sub-category, 2020-23
    • Graph 11: NPD in dishwashing products, by launch type, 2020-23
    • Graph 12: NPD in dishwashing products, by leading claims, 2020-23
    • Graph 13: NPD in dishwashing products, by leading ultimate company, 2020-23
    • Advertising and marketing activity


      • APPENDIX

        • Appendix – products covered, abbreviations, consumer research methodology and language usage
        • Appendix – market size and central forecast methodology

      About the report

      This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

      The consumer

      What They Want. Why They Want It.

      The Competitors

      Who’s Winning. How To Stay Ahead.

      The Market

      Size, Segments, Shares And Forecasts: How It All Adds Up.

      The Innovations

      New Ideas. New Products. New Potential.

      The Opportunities

      Where The White Space Is. How To Make It Yours.

      The Trends

      What’s Shaping Demand – Today And Tomorrow.

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      Germany Sample Report Cover

      Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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