German Household Cleaning Equipment Market Report 2022
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The needs-driven usage of cleaning equipment provides some immunity against inflation; hence brands can focus on sustainable traits including reusability to resonate with consumer preferences. Hannah Sandow, Research Analyst…

German Household Cleaning Equipment Market Report 2022

 2,600 (Excl.Tax)


The German Household Cleaning Equipment Market Report 2022 identifies consumers’ attitudes towards usage of household cleaning equipment, key purchase factors, and sustainable as well as smart cleaning equipment. This report covers the German Household Cleaning Equipment market size, market forecast, market segmentation and industry trends for the German Household Cleaning Equipment market.

Current German Household Cleaning Equipment Market Landscape

After the COVID-19 pandemic, infection rates in Germany remain high but are starting to decline leading to the government planning a trajectory out of the pandemic. The category of German cleaning and household products greatly benefited from the outbreak and is now set to enter a correction period, where reducing demand is only slightly upheld by price increases. Consumers’ rising financial concerns, likely induced by economic uncertainties mentioned above, may aggravate the German household cleaning equipment market’s negative development.

While inflation rates and cost of living are on the rise, the household cleaning equipment market, including toilet and hard surface care, will be largely protected from its impact given the necessity of purchase and affordability of the lower end of the market. In 2021, branded products gained market share, but financially worried consumers are likely to shift back to private label products. The higher end of the market faces the biggest threat as premium electrical cleaning equipment will compete with discretionary spending priorities in favour of travel or dining experiences. Financial uncertainties stemming from the conflict in Ukraine are aggravating the situation and are likely to induce a delay of major purchases.

German Household Cleaning Market Share and Key Industry Trends

Within the Germany cleaning household products market, growth is likely to return to a stable level after a correction period with overall demand likely to remain above pre-COVID-19 levels with increased engagement in hybrid working and hygiene appreciation. Germany household products market research shows that technological advances in automation as well as ethical and environmental standards will drive expansion, enabling brands to generate growth with more sustainable products, and providing added value to affluent consumers while those perceiving price increases as a threat will turn towards the abundant offer of private label products.

  • 39% of consumers expect the situation in Ukraine to have a major impact on their finances, increasing financial worries.
  • 48% of Germans believe there should be more sustainable household cleaning equipment available.
  • 39% of consumers find it acceptable for sustainable products to be more expensive than regular ones.
  • Only 63% of NPD in cleaning equipment show at least one ethical & eco-friendly claim.

Future Market Trends in the German Household Cleaning Equipment Market

Approximately half of German consumers want to shift to become a greener household using sustainable cleaning equipment. The majority of those households would find it acceptable to pay more for it. There is a large gap in eco-friendly products on the Germany cleaning and household products market indicating increasing environmental awareness. Our report outlines how German consumers are willing to changing shopping habits for high quality household cleaning products. Therefore, brands may invest in eco-friendly and ethical production to close this market gap.

Surprisingly, more than half of consumers neither agree nor disagree that sustainable cleaning equipment is less hard wearing than regular products. Despite demand for sustainable products and the willingness to pay a premium, Germans seem to have little experience with them. Increased NPD and marketing activity could overcome low availability or visibility of eco-friendly cleaning equipment.

Read on to discover more details or take a look at all of our Germany House and Home Market Research.

Quickly Understand

  • The short-, medium- and long-term impact of COVID-19 and inflation on household cleaning equipment.
  • Usage and purchasing responsibilities of household cleaning equipment, including floor cleaning equipment.
  • Attitudes towards household cleaning equipment including availability and pricing of sustainable and smart cleaning equipment.
  • Launch activity and innovation opportunities for household cleaning equipment brands.
  • Market size and shares for household cleaning equipment brands, including a future outlook of the market development.

Covered in this Report

Products: cleaning cloths, sponges, wipes, scouring products, including washing-up tools, gloves, including household, disposable and tough gloves, dusters, including dusting sticks, traditional, microfibre and disposable dusters, floor cleaning, including mops, floor kits (including refills), buckets/wringers, brooms, scrubbing brushes, and dustpan and brushes.

Brands: iRobot Roomba, Vileda, Swiffer, Spontex, Leifheit, Groovy Goods, Naiked, Schuh, Sonett, Rossmann (eco Freude), memo CLEAN, Fair Zone, Pandoo, Miele, Casabella, Greenminds, Maistic, Abrazo, Tchibo, DM (Profissimo), REWE Group (ja!), Freudenberg, Procter & Gamble, MAPA, Edeka, a&n&a GmbH & Co. KG, Aldi, BUDNI, Vivess, Kärcher.

Expert Analysis from a Specialist in the Field

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

The needs-driven usage of cleaning equipment provides some immunity against inflation; hence brands can focus on sustainable traits including reusability to resonate with consumer preferences.

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

    • COVID-19 and the German economy
    • Graph 1: key economic data, in real terms, 2019-23
    • Graph 2: change in financial situation since the start of the COVID-19 outbreak, 2020-22
    • Demographic change
    • Graph 3: households and projected households, by type of household, 2000-40
    • Graph 4: average living space per flat and per capita, 2000-20
    • Sustainability
    • Graph 5: value market shares of vaccum cleaners, by energy efficiency, 2015-19
    • Smart home technology

    • Purchasing responsibilities
    • Graph 6: purchasing responsibilities for household cleaning equipment, by gender, 2021
    • Graph 7: any purchasing responsibilities for household cleaning equipment, by gender and age – NET, 2021
    • Usage of cleaning equipment
    • Graph 8: usage of household cleaning equipment – NET, 2021
    • Graph 9: usage of household cleaning equipment, by room, 2021
    • Graph 10: usage of household cleaning equipment in the bathroom, 2021
    • Graph 11: usage of main household cleaning equipment, by bedroom and living room, 2021
    • Graph 12: repertoire of usage of household cleaning equipment, by parental status, 2021
    • Important purchase factors
    • Graph 13: important purchase factors for household cleaning equipment, 2021
    • Behaviours towards cleaning equipment
    • Usage of floor cleaning equipment
    • Graph 14: usage of floor cleaning equipment, 2021
    • Graph 15: repertoire of usage of floor cleaning equipment, by age, 2021
    • Graph 16: usage of robot vacuum cleaner and vacuum cleaners with integrated mop, by net monthly household income, 2021
    • Floor cleaning equipment behaviours
    • Graph 17: floor cleaning equipment behaviours, 2021
    • Attitudes towards cleaning equipment
    • Graph 18: attitudes towards household cleaning equipment, 2021

    • Graph 19: NPD in household care, by category, 2017-21
    • Graph 20: NPD in household cleaning equipment, by launch type, 2019-21
    • Graph 21: NPD in household cleaning equipment, by top ten leading claims, 2019-21
    • Graph 22: NPD in household cleaning equipment, by leading companies, 2019-21
    • Advertising and marketing activity

    • Graph 23: value market shares for household cleaning equipment, 2020-21

    • Household cleaning equipment
    • Electrical floor cleaning equipment

    • 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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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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