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EXECUTIVE SUMMARY
- What you need to know
- Opportunities
- Market size & forecast
- Outlook
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OPPORTUNITIES
- Educate to spur usage and increase loyalty
- Educate Germans on dishwashing products more clearly
- Provide clearer education on dishwashing products
- Justify higher prices through function
- Highlight the long-term benefits of using ancillary products
- Do you take care of your machine?
- Give Germans opportunities to test products themselves
- Clearly communicate water usage on packaging
- Be the jack of all trades for young Germans who want it all
- Current packaging designs don’t communicate eco claims strongly enough
- Use simple slogans on pack to effectively communicate sustainability efforts
- Focus on local ingredients to tick sustainability and efficacy boxes
- Effectiveness and sustainability are not mutually exclusive
- Scent offers opportunities for Gen Z
- Offer BPC-inspired scents to boost dishwasher fresheners
- Cater to older generations with representation and skin-friendly ingredients
- Don’t neglect older demographics and their issues
- Appeal to older Germans by incorporating them into communication
- Not only young parents do the dishes
- Work with skincare brands to bring additional benefits to washing-up liquids
- Get inspired by beauty ingredients to enhance hand-dishwashing products
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THE CONSUMER
- Usage and purchase of washing-up liquid
- Washing dishes by hand is universal
- Dishwasher ownership is highly dependent on family situation and financial health
- Frequency of cleaning the dishes
- Washing up by hand is the more frequently done task
- Washing up remains popular
- The dishwasher is on, but so is the tap
- Graph 1: washing dishes more than once a day by hand, by generation, 2025
- Gen Zs wash the most by hand…
- …and also run the dishwasher most often
- Usage of dishwasher products
- Use of machine dishwashing products remains largely stable
- Graph 2: usage of machine dishwashing products in the last six months, 2024-25
- Convenience drives usage of multifunctional dishwasher products
- Education and research influence higher ancillary usage
- Gen Z uses fewer ancillary products despite avoiding all-in-one solutions
- Graph 3: usage of dishwashing ancillary products, by generation, 2025
- Gen Z’s interest in fragrances informs freshener use
- Dishwasher cleaners are the most useful ancillary product
- Graph 4: perceived function of dishwasher ancillary products, 2025
- Multifunctionality does not translate to higher usage for dishwasher cleaners
- Dishwasher fresheners are falling behind due to lack of perceived usefulness
- Dishwasher salt’s function is best understood by older generations
- Graph 5: perceived function of dishwasher salt, by generation, 2025
- Lack of experience with ancillary products creates confusion for younger generations
- Water hardness
- Water hardness levels remain the same
- Graph 6: water hardness, 2024-25
- Attitudes & behaviours
- Soaking dishes is an indication of performance dissatisfaction
- Graph 7: attitudes towards pre-soaking dishes, 2025
- Soaking is most common for heavily soiled pots and pans
- Graph 8: pre-soaking habits, 2025
- Lack of trust in dishwashing products and established habits likely influence soaking habits
- Time-strapped workers look for short-cuts through soaking
- Gen Zs are not set in their preferences yet
- Gen Z is more likely to switch due to dissatisfaction
- Parents are less loyal to brands if products fall short
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INNOVATION
- Dishwashing product NPD remains comparatively low
- Graph 9: NPD in household care, by top five categories, 2022-25
- NPD falls amidst economic uncertainty
- Ancillary products see a slight uptick in NPD
- Graph 10: NPD in dishwashing products, by sub-category, 2022-25
- ‘New product’ NPD experiences a spike in 2024
- New product launches increased rapidly in 2024
- Graph 11: NPD in dishwashing products, by launch type, 2022-25
- Smaller players are showing off their sustainability efforts
- All claim categories declined in 2024
- Graph 12: NPD in dishwashing products, by claim category, 2022-25
- Claims fall as regulation demands proof
- Brands continue to push the market
- Graph 13: percentage of NPD in dishwashing products, branded vs private label, 2022-25
- NPD activity fell for most companies in 2024
- Graph 14: NPD in dishwashing products, by leading ultimate company, 2022-25
- Most brands launched cautiously, while Procter and Claro pushed forward
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THE MARKET
- Market drivers
- Consumer prices stabilised in 2024
- Graph 15: consumer price index, 2023-25
- Electricity prices remain a pain point for many Germans
- Graph 16: selected household issues faced in the last two months, 2024-25
- Germany’s ageing population can’t be neglected
- Financial health differs strongly by generation
- Graph 17: financial situation, by generation, 2025
- Market size
- The dishwashing category’s upward trend continues
- Market growth in line with inflation rates
- Hand dishwashing detergents continue to lead in growth
- Automatic dishwashing detergents fall below inflation rates
- Market share
- Henkel regains market share after a dip the year before
- Reckitt loses its lead
- Private labels stagnate
- Market forecast
- Positive growth expected in the long term
- Graph 18: retail value sales of dishwashing care, 2019-30
- Continuous growth expected in the short term
- Growth will continue mid-term
- After slight deceleration, the market is set to grow again in the mid term
- Long-term stabilisation with growth expected
- Forecast – a note on US trade disruption
- Impact of US trade disruption for the dishwashing products market
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APPENDIX
- Report scope and definitions
- Products covered in this Report
- Abbreviations
- Generations
- Methodology – consumer research
- Consumer research methodology
- A note on language
- Methodology – market size and forecast
- Forecast methodology
- Forecast methodology – fan chart
- Market size – value
- Market forecast and prediction intervals – value
Germany Dishwashing Products Market Analysis
The Germany Dishwashing Products Market grew over €1 billion in 2024, with a modest growth rate of more than +2.5%, outpacing inflation despite economic pressures. The Dishwashing Products Market is expected to return to pre-pandemic growth by +4.5% in the foreseeable future, driven by price stabilization, real income growth, and brand loyalty recovery as consumers return to branded products. The Dishwashing Products Market Size is set to expand as consumer demand continues to evolve, with opportunities for growth through sustainability communication and product education.
Germany Dishwashing Products Market Trends
Younger generations, especially Gen Z, wash dishes by hand more frequently and use dishwashers most often, though they tend to run dishwashers without fully loading them.
Sustainability is a key factor for younger consumers, who are likely to switch brands for better performance and eco-credentials.
Older generations, particularly Baby Boomers, continue to rely more on handwashing and prioritise skin-friendly, sensitive formulations.
The use of ancillary products like dishwasher salt and cleaners remains low, particularly among younger consumers, due to limited awareness and understanding of their benefits. These Dishwashing Products Market Trends highlight the importance of catering to generational preferences and evolving consumer demands.
About The Report
The Germany Dishwashing Products Market Report 2025 provides valuable insights, covering key areas such as consumer behaviour, product usage, dishwashing products market trends, innovation opportunities, and generational preferences. It explores consumer attitudes toward handwashing versus dishwasher use, the adoption of ancillary products, and the demand for sustainable and skin-friendly formulations. The research includes surveys on product performance, purchasing habits, and attitudes toward eco-friendly claims, along with detailed market forecasts. Brands, manufacturers, and marketers in the household care and dishwashing sectors, along with investors and trend analysts, will benefit from this report by gaining a comprehensive understanding of dishwashing products market share, market dynamics, and growth opportunities in the industry.
Key Topics Analysed in the Report
- Usage of washing up liquid and dishwasher products
- Dishwasher ownership and frequency of using dishwashers and washing up by hand
- Perceived functions of dishwashing ancillary products
- Behaviours towards hand and automatic dishwashing products
- Soaking behaviours for both washing up by hand and using dishwashers
- Launch activity and innovation opportunities, including reflection on brand share and market size
| Report Attributes | Details |
|---|---|
| Published Date | July 2025 |
| Data Range | 2019 – 2030 |
| Measurement Metrics | Revenue in € |
| Country Focus | Germany |
| Consumer Data | 2,000 internet users aged 16+, May 2025 |
| Number of Pages | 64 |
| Market Segmentation | Washing-up Liquid, Dishwasher Tablets, Dishwasher Rinse Aids, Dishwasher Salt, Dishwasher Cleaners, and Dishwasher Fresheners |
| Leading Companies | Henkel, Reckitt Benckiser, Procter & Gamble, DM, Rossmann, Edeka, Zentrale, REWE Group, Dirk Rossmann, Claro Products, Müller, and Finish. |
Meet the Expert Behind the Analysis
This report was written by Yasemin Holtemayer. 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.
For long-term success, brands will have to invest in education and foster excitement in a low-innovation category through skincare ingredients and scents.
Yasemin Holtemayer
Household Care Research Analyst, Germany
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