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
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EXECUTIVE SUMMARY
- The five-year outlook for dishwashing care category
- Market context
- Inflation and price increases affect a necessity-driven category
- Demographic and work-location shifts inform dishwashing habits
- Mintel predicts
- Market size & forecast
- Price-driven growth
- Pre-pandemic growth expected after inflation returns to regular rates
- Opportunities
- Education around water hardness is crucial…
- …as well as around temperature settings and correct dishwashing practices
- Experiment with scent to differentiate yourself
- Strengthen ancillary use as inflation eases up
- The competitive landscape
- Own label remains at the top, but Reckitt is making strides
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MARKET DRIVERS
- The German economy
- 2024 is expected to be more challenging than initially predicted
- Graph 1: key economic data, in real terms, 2019-25
- The inflation rate is slowly bouncing back to more conventional levels
- Inflation is still the key factor affecting consumers’ finances…
- …confidence and expenditure
- Graph 2: financial confidence index, 2022-24
- Dishwashing product prices rose sharply in 2023
- Graph 3: consumer price index, 2022-24
- The impact of the economy on the dishwashing product category
- Demographics
- Ageing population influences household care purchases
- Employment location informs dishwashing habits
- Graph 4: employment location, 2022-24
- Fragrance in household care
- Scent remains integral to household care…
- …influenced by other categories such as BPC
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WHAT CONSUMERS WANT AND WHY
- Water hardness level
- Education around water hardness paves way for ancillary product usage
- Usage and purchase of washing-up liquid
- Washing-up responsibilities remain high
- Graph 5: usage and purchase of washing-up liquid in the past six months, 2024
- Purchase factors for washing-up liquid
- Price is the most important purchase factor mirroring the household care landscape
- Graph 6: purchase factors for washing-up liquid, 2024
- Offer financial relief through price guarantees
- Use enzymes to boost performance of washing-up liquid
- Ownership of dishwashers and frequency of dishwasher usage
- Dishwasher ownership stays stagnant
- Graph 7: dishwasher ownership, 2022-24
- Frequency of dishwasher usage remains stable
- Graph 8: frequency of dishwasher usage, 2021-24
- Continue highlighting the benefits of eco settings
- Continue highlighting the benefits of eco-settings
- Usage of dishwasher products
- Usage of dishwasher products remains stable
- Graph 9: usage of machine dishwashing products in the last six months, 2020-24
- Popular dishwashing products will likely experience competition from new formats
- Education is crucial
- Scent preferences in washing-up liquid and automatic dishwasher products
- Dishwashing care is dominated by preference for citrus scents
- Graph 10: scent preferences for automatic dishwashing products, 2024*
- Graph 11: scent preferences for washing-up liquid. 2024
- Highlight citrus’ additional benefits
- Offer new scent experiences for younger consumers
- Highlight unscented products clearly on-pack to speak to older consumers
- Attitudes towards dishwashing products
- Consumers show a high interest in low-temperature products
- Graph 12: attitudes towards dishwashing products, 2024
- Increase ancillary product use through low-temperature claims
- Boost confidence in eco-settings with odour-neutralising products
- Leverage QR codes on packaging to educate consumers on proper dishwasher techniques
- Experiment with formats to appeal to younger consumers
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LAUNCH ACTIVITY AND INNOVATION
- Dishwashing products NPD remains stable
- Graph 13: NPD in household care, by top five categories, 2021-24
- Ancillary product NPD experiences slight upswing after stagnation
- Graph 14: NPD in dishwashing products, by sub-category, 2019-24
- Examples of dishwasher care and rinse aid NPD
- New packaging NPD remains the most common launch type
- Graph 15: NPD in dishwashing products, by launch type, 2021-24
- Ethical claims continue to grow
- Graph 16: NPD in dishwashing products, by leading claims, 2021-24
- Claims of user-friendly products increase as consumers seek convenience
- Examples of ‘ease of use’ claims
- Own-label NPD falls further amidst cost pressures
- Examples of own-label NPD
- Reckitt Benckiser catches up
- Graph 17: NPD in dishwashing products, by leading ultimate company, 2021-24
- Reckitt focused on sustainability and efficacy…
- …and bulk packaging to appeal to consumers
- Advertising and marketing activity
- Sustainability without losing efficacy
- Highlighting high efficacy
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MARKET SHARE
- Own label continues to expand its lead
- Henkel struggles amidst pressures from competitors
- Reckitt benefits due to strong focus on its Finish line
- Own label dominates the market
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MARKET SIZE, SEgmentation AND FORECAST
- Rapid growth for dishwashing products in 2023
- Dishwashing market surged in 2023, exceeding inflation rates in Germany
- Hand dishwashing detergents experienced highest growth in 2023
- Inflation caused value growth across all categories
- Forecast
- Pre-pandemic growth expected after inflation returns to regular rates
- Short-term growth
- Mid-term stabilisation
- Long-term growth
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APPENDIX
- Appendix – products covered, abbreviations, consumer research methodology and language usage
- Products covered in this Report
- Abbreviations
- Consumer research methodology
- A note on language
- Appendix – market size and central forecast methodology
- Forecast methodology
- Forecast methodology – fan chart
- Market size – value
- Market forecast and prediction intervals – value
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