2020
9
Germany Laundry Detergent, Fabric Conditioner and Fabric Care Market Report 2020
2020-12-02T12:02:46+00:00
REP10D788D2_4C78_4A21_97E3_12EB2DD28E92
2195
128222
[{"name":"Laundry and Fabric Care","url":"https:\/\/store.mintel.com\/industries\/household-home\/cleaning-products\/laundry-fabric-care"}]
Report
en_GB
COVID-19 has spurred slight short-term growth in fabric care with opportunities to launch more products with antibacterial and antiviral or general hygiene claims. Dr. Christina Wessels, Senior Analyst -…

Germany Laundry Detergent, Fabric Conditioner and Fabric Care Market Report 2020

£ 2,195 (Excl.Tax)

Description

Providing the most comprehensive and up-to-date information and analysis of the Laundry Detergent, Fabric Conditioner and Fabric care – Germany market including the behaviours, preferences and habits of the consumer.

Click here to view our latest German market research on Laundry Detergents, Fabric Conditioners & Fabric Care 2022 (DE version).

 

Women still bear most of the laundry burden, resulting in an unfair distribution of unpaid work perpetuating gender inequality. To break the prevailing ‘laundry gender gap’, build rapport with fathers and young men through the help of male bloggers, education and launching new laundry formats.

Quickly Understand

  • How can your business respond to COVID-19-led demand for hygiene products?
  • How is new packaging accelerating in laundry detergents?
  • How to create increasing demand for ‘new laundry essentials’?
  • How to break the laundry gender gap?
  • How can the efficacy of laundry products be improved?
  • Discover more on the investment in natural ingredients

Covered in this report

Brands mentioned: AISE International Association for Soaps, Detergents and Maintenance Products, Almawin, Ariel, Day 2, Denk mit, DM, Dr. Beckmann, Ecover, Everdrop, Frosch, Henkel, IKW, Imse Vimse, Lenor, Love Nature GmbH, Magic Leaves, Miele, Persil, P&G, Planet Pure, Rossmann, Seventh Generation, Softlan, VerNel etc.

Expert analysis from a specialist in the field

Written by Dr. Christina Wessels, a leading analyst in the Household Care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

COVID-19 has spurred slight short-term growth in fabric care with opportunities to launch more products with antibacterial and antiviral or general hygiene claims.
Dr. Christina Wessels
Senior Analyst – Household Care

Table of Contents

  1. Executive summary

    • Market context
    • Graph 1: share of households by size, 1991 vs 2018
    • Mintel predicts
    • What consumers want and why
    • Graph 2: usage of laundry detergents in the last twelve months, August 2020
    • Graph 3: behaviours around doing laundry, August 2020
    • Graph 4: behaviours around doing laundry, by age, August 2020
    • Opportunities
    • The competitive landscape
    • Marketing mix
  2. THE IMPACT OF COVID-19

    • Graph 5: product launches, branded vs private label, January 2007-September 2020
  3. market drivers

    • Graph 6: “How worried are you about the risk of being exposed to the coronavirus (also known as COVID-19)?”, 3 March-23 October 2020
    • Graph 7: real GDP growth, 2008-21
    • Graph 8: OECD consumer confidence index, January 2019-September 2020
    • Graph 9: share of households by size, 1991 vs 2018
  4. WHAT CONSUMERS WANT AND WHY

    • Laundry tasks and responsibilities
    • Graph 10: laundry responsibilities, by gender, net, August 2020
    • Graph 11: any responsibility for doing the laundry at home, by gender and age, August 2020
    • Graph 12: any responsibility for buying laundry detergents, by gender and age, August 2020
    • Graph 13: any responsibility for buying fabric care products, by gender and age, August 2020
    • Graph 14: responsibility for doing the laundry and purchase of laundry detergents and fabric care, by parental status, August 2020
    • Laundry frequency
    • Graph 15: frequency of doing laundry, by parental status, August 2020
    • Graph 16: change in laundry frequency, August 2020
    • Graph 17: reasons for doing laundry more compared to a year ago, August 2020
    • Graph 18: reasons for doing laundry less compared to a year ago, August 2020
    • Use of laundry detergents and fabric care products
    • Graph 19: use of laundry detergents in the last twelve months, August 2020
    • Graph 20: repertoire of usage of laundry products, August 2020
    • Graph 21: use of laundry detergents in the last twelve months, by age, August 2020
    • Graph 22: use of laundry detergents in the last twelve months, by parental status, August 2020
    • Graph 23: use of fabric care products in the last twelve months, August 2020
    • Graph 24: repertoire of usage of fabric care products, August 2020
    • Issues with doing laundry
    • Graph 25: issues experienced as a result of doing laundry, August 2020
    • Attitude and behaviours around doing laundry
    • Graph 26: attitudes towards doing laundry, August 2020
    • Graph 27: behaviour around doing laundry, August 2020
    • Graph 28: behaviour around doing laundry, by age, August 2020
  5. Launch activity and innovation

    • Graph 29: NPD in household, top five categories, January 2015-September 2020
    • Graph 30: NPD in the automatic laundry detergent sub-category, by format type, January 2015-September 2020
    • Graph 31: NPD in automatic laundry detergents, by leading claims, January 2017-September 2020
    • Graph 32: most appealing on-pack claims when buying household care products, 2019
    • Graph 33: share of NPD in laundry detergents, by launch type, January 2015-September 2020
    • Graph 34: NPD in fabric care, by sub-category, January 2015-September 2020
    • Graph 35: NPD in fabric care by leading claims, January 2017-September 2020
    • Graph 36: share of NPD in fabric care, by launch type, January 2015-September 2020
    • Graph 37: NPD in automatic laundry detergent, by top 10 companies, 2019
    • Graph 38: NPD in fabric care, by top 10 companies, 2019
    • Advertising and marketing activity
  6. Market share

  7. market segmentation, size and forecast

    • Forecasting during the COVID-19 pandemic
  8. Appendix

    • A note on COVID-19
    • Appendix – products covered, abbreviations, consumer research methodology and a note on language use
    • Appendix – market size

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.

Below is a sample report, understand what you are buying.

Click to show report
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.

Trusted by companies. Big and small.

Want to speak to us directly?

Contact us with your enquiry and our expert global team can help.

Get in touch