Germany Dishwashing Products Market Report 2022
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In challenging market conditions with limited volume growth potential, dishwashing brands can demonstrate their value by coupling financial and environmental benefits with resource-saving concepts, like cold-active formulas. Hannah Sandow,…

Germany Dishwashing Products Market Report 2022

£ 2,195 (Excl.Tax)


The Dishwashing Products in Germany Market Report 2022 identifies the frequency of dishwasher usage, the impact of the economy on the German dishwashing market, and consumers’ attitudes towards sustainable dishwashing products. This report covers the German dishwashing products market size, market forecast, market segmentation and industry trends for the dishwashing products market Germany.

Click here to explore our German market research on dishwashing products 2022 (DE version).

Current Market Landscape

Despite COVID-19 restrictions being lifted and consumers venturing out more, German dishwasher owners used their dishwashers more frequently in early 2022 than during previous year’s lockdown. As parents are the most frequent users, the increase in birth rates gave dishwasher frequency a boost while hybrid working patterns equally promote more frequent dishwasher usage.

The German dishwashing market is currently on its way to normalize as volume sales drop slightly. While 2021 was still characterized by a continued lockdown, holding up dishwashing occasions, the outlook for 2022 predicts a further drop in demand. Price increases will uphold consumer spent, however, increasing financial concerns are making consumers more prone to switch to cheaper alternatives, enabling private label products to prove their potential.

Dishwashing Products in Germany Market Share and Key Industry Trends

While the needs-driven nature of dishwashing care protects the market from fading consumer engagement, increasing financial concerns among Germans will likely introduce stagnation in dishwasher ownership, limiting expansion opportunities for dishwasher products. Alongside this, consumers’ aim to reduce their energy usage at home, will potentially further lower their dishwasher usage frequency either to protect the environment and/or to keep rising energy bills low.

However, demand for dishwashing products is likely to stabilise over the next two years. Consumers will adapt post-pandemic lifestyles and continue to favour hybrid working and home cooking. With investments in new dishwasher appliances likely to be put on hold, brands can focus on improving efficiency to save resources and alleviate consumers’ financial and environmental concerns, and thus increase their dishwashing products in Germany market share.

  • 83% of Germans expressed financial concerns in July 2022.
  • 74% of Germans try to act in a way that is not harmful to the environment.
  • 58% of consumers agree that buying eco-friendly dishwashing products makes them feel good.
  • 3% of NPD in dishwashing launches featured a refill/refillable claim in 2021.

Future Trends in the Dishwashing Products Market Germany

While dishwasher ownership may continue to rise long term, demand for adjustable dosage in automatic dishwashing will prevent great volume increases. Long term, to ensure their endurance on the dishwashing products market in Germany, brands need to incorporate advances in efficiency with eco-friendly formulas showing low toxicity and high biodegradability as well as sustainable sourcing.

Brands can promote products that help save resources such as energy or water at home, alleviating both environmental and financial concerns that are on the top of consumers’ lists as our dishwashing in Germany market research has shown.

Read on to discover more details or take a look at all of our German Dishwasher Care Market Research.

Quickly Understand

  • The short-, medium- and long-term impact of inflation and supply chain issues on dishwashing products.
  • Usage and purchasing behaviours of dishwashing products.
  • Dishwasher ownership and frequency of dishwasher usage.
  • Key features of dishwashing products that consumers associate with natural products.
  • Attitudes towards hand and machine dishwashing products.
  • Launch activity and innovation opportunities.

Covered in this Report

Products: Hand dishwashing detergents, dishwasher detergents (tablets, combination products, powders, liquids), ancillaries.

Brands: dm (Denkmit), Henkel’s, Biobaula, Lidl, Ariel, Ritual’s, Okay, Fairy, and more.

Expert Analysis from a Specialist in the Field

This report, written by Hannah Sandow, a leading analyst in the Health and Wellbeing sector, delivers in-depth commentary and analysis to highlight current trends in the dishwashing products market Germany and adds expert context to the numbers.

In challenging market conditions with limited volume growth potential, dishwashing brands can demonstrate their value by coupling financial and environmental benefits with resource-saving concepts, like cold-active formulas.

Hannah Sandow
Hannah Sandow
Senior Health & Wellbeing Analyst

Table of Contents


    • Key issues covered in this Report
    • Market context
    • Mintel predicts
    • Opportunities
    • The competitive landscape
    • Graph 1: value market share for dishwashing products, 2020-21

    • Graph 2: key economic data, in real terms, 2019-23
    • The impact of the economy on the dishwashing market
    • Graph 3: consumer price index for dishwashing products, 2020-22
    • Graph 4: changes in financial situation since the COVID-19 outbreak by dishwashing product usage – NET, 2022
    • Graph 5: expected changes in behaviour due to rising prices, 2022
    • Housing
    • Graph 6: households and projected household, by type of household, 2000-40
    • Graph 7: home ownership, by net monthly household income, 2018
    • Graph 8: home ownership by household size, 2018
    • Sustainability
    • Graph 9: dishwashing programs used by German households, 2018-20

    • Usage of washing-up liquid
    • Graph 10: usage of washing-up liquid, by gender, 2020-22
    • Dishwasher ownership
    • Graph 11: dishwasher ownership – NET, 2020-22
    • Graph 12: type of dishwasher ownership, 2021-22
    • Frequency of dishwasher usage
    • Graph 13: frequency of dishwasher usage, 2021-22
    • Graph 14: index of dishwasher usage frequency, by generation, 2021-22
    • Usage of dishwasher products
    • Graph 15: usage of dishwasher products in the last six months, 2020-22
    • Indicators of natural washing-up liquids and dishwasher detergents
    • Graph 16: indicators of natural washing-up liquids and dishwasher detergents, 2022
    • Attitudes towards dishwashing products
    • Graph 17: attitudes towards dishwashing products, 2022

    • Graph 18: NPD in dishwashing products, by sub-category, 2017-22
    • Graph 19: NPD in dishwashing products, by launch type, 2019-22
    • Graph 20: average total pack size for NPD in automatic dishwashing detergent*, 2017-22
    • Graph 21: average total pack size for NPD in hand dishwashing detergent**, 2017-22
    • Graph 22: NPD in dishwashing products, by leading claims, 2019-22
    • Graph 23: NPD in dishwashing products, by leading ultimate company, 2019-22
    • Advertising and marketing activity

    • Graph 24: value market share for dishwashing products, 2020-21


    • 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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