Germany Laundry Detergents, Fabric Conditioner and Fabric Care Market Report 2023
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As consumers' budgets are restricted, brands can support them in their value-led laundry behaviours by educating about cost-effective washing through the lens of energy efficiency and sustainable practices.Yasemin Holtemayer,…

Germany Laundry Detergents, Fabric Conditioner and Fabric Care Market Report 2023

£ 2,195 (Excl.Tax)


Discover the latest trends in the segment laundry care and how they are impacting the Germany laundry care and detergents market! Our Laundry Care in Germany Market Report 2023 is packed with valuable insights on consumer attitudes, laundry care in Germany market size, home & laundry care Germany market forecast and segmentation, and the impact of inflation. With this report, you’ll have the knowledge to stay ahead of the competition and keep your business growing!

Germany Laundry Care and Detergents Market Overview

Mintel’s laundry care in Germany market report shows that inflation is driving up prices across categories, and putting a strain on consumers’ budgets. The fabric care market Germany in particular is facing increased pressure as consumers cut back on non-essential items, causing the use of laundry care in Germany to decline.

Growth in revenues from laundry detergents in Germany is expected to slow down after 2023, with lower inflation rates and more consumers having switched to private labels out of necessity to alleviate their strained budgets. In the long run, the laundry detergents market is set to stagnate as prices will level out and consumers will have adopted new money-saving laundry habits.

Fabric Care Market Report Germany: What Consumers Want and Why

According to our experts’ laundry care in Germany market report, budgets remain tight due to the cost-of-living crisis, and consumers will continue to look for ways to save money, which increases the pressure on branded products and fabric care aids.

German consumers of laundry care in Germany are adopting new value-driven behaviours. For instance, the frequency of doing laundry went down in 2022 and products in the Germany fabric conditioners market are threatened to be branded as non-essential items. To save money, many Germans are switching to private labels, while others are cutting back on new clothing purchases. Going forward, aligning money-saving claims and eco-friendliness will be consumers’ main objective, and create value in times of squeezed incomes.

  • Segment Laundry Care – Consumer Behaviour: Due to inflation-induced price rises, 20% of Germans are switching to private label products.
  • Laundry Care Market Challenges: Only 33% of consumers planned to buy new clothes in the next three months, resulting in less usage of washing machines, and consequently, a reduced need of laundry care in Germany.
  • Laundry Detergents Market Opportunities: In the light of the increased cost of living, 43% of Germans say they sometimes wash their laundry with cold water. Brands can accelerate this by highlighting the effectiveness of their cold-washing laundry products.

Home & Laundry Care Germany Market Forecast & Opportunities

With the cost-of-living crisis in mind, brands of laundry care in Germany have a chance to adapt to consumers’ new cost-saving behaviours through a focus on maintaining the longevity of clothing. Advertising stain removers and fabric fresheners can help prolong the wearability of clothing in an affordable way without using cost-intensive washing machines.

Consumers’ new approaches to laundry care in Germany, also enables brands to prove that sustainability and money-saving attitudes can go hand in hand. Brands in the fabric care market Germany can also utilise local products, convenient formats, and environmentally friendly packaging to appeal to consumers, supporting Germans in their goals to be more sustainable. Furthermore, relaxing fragrances can entice consumers to buy products for their mental wellbeing.

To discover more about the Fabric Care Market Germany, read our Fabric Care in Germany Market Sizes Data Sheet 2023, or take a look at our extensive Detergents & Cleaning Products Market Research.

Quickly Understand Laundry Care in Germany

  • The short-, medium- and long-term impact of inflation on the laundry care market.
  • Laundry responsibilities and usage, purchase of laundry care in Germany, and laundry frequencies of German consumers.
  • Actions taken to save money in the segment laundry care.
  • Launch activity and innovation opportunities in the laundry detergents market.
  • Consumer behaviours and attitudes towards laundry activities and laundry care products.
  • Laundry care in Germany market size and laundry detergents market share.

Covered in this Report

Products: Main wash laundry detergents (powders, liquids, gels, tablets, capsules/liquid tablets, standard, concentrated, biological, non-biological, two-in-one and ‘colour’ products), special wash detergents (hand wash/delicate fabrics detergents), rinse conditioners (standard, concentrated liquids), tumble-dry enhancers (fragrance-impregnated sheets), stain removers (pre-wash and in-wash products, powder, liquid, gel, tablet, spray), whiteners and colour care products, ironing aids (fragranced ironing waters, starch liquids, sprays).

Brands: Ariel, Henkel, Procter & Gamble, Lenor, dm (Denkmit), Dr. Beckmann, Persil, TikTok, BioRestore, Tide, and more.

Expert Insights into Laundry Care in Germany

This report, written by Yasemin Holtemayer, Household Care Research Analyst, delivers in-depth commentary and analysis to highlight current trends in the laundry care market, revenues from laundry detergents in Germany, and adds expert context to the numbers.

As consumers’ budgets are restricted, brands can support them in their value-led laundry behaviours by educating about cost-effective washing through the lens of energy efficiency and sustainable practices.

Yasemin Holtemayer, Research Analyst
Yasemin Holtemayer
Research Analyst – Household Care, Germany

Table of Contents

  1. executive summary

    • Key issues covered in this Report
    • Market context
    • Mintel predicts
    • Opportunities
    • The competitive landscape

    • The German economy
    • Graph 1: key economic data, in real terms, 2019-24
    • German population changes
    • Sustainability

    • Laundry tasks and responsibilities
    • Graph 2: laundry responsibilities – NET, by gender, 2022
    • Frequency of doing laundry
    • Graph 3: frequency of doing laundry, 2021-22
    • Use of laundry detergents and fabric care products
    • Graph 4: usage of laundry detergents, 2022
    • Fabric care usage
    • Graph 5: usage of fabric care, 2022
    • Frustrations of fabric care
    • Graph 6: frustrations when doing laundry at home, 2022
    • Money-saving measures in fabric care
    • Graph 7: actions to save money when doing laundry in the past six months, 2022
    • Laundry product buying behaviour
    • Graph 8: behaviour towards laundry products, 2022
    • Attitudes towards laundry products
    • Graph 9: attitudes towards laundry products, 2022
    • Graph 10: agreement that the format of laundry products impacts their cleaning performance, by age group, 2022

    • Graph 11: NPD in household care, by top five categories, 2018-22
    • Graph 12: NPD in laundry detergents, fabric conditioners & fabric care*, by sub-category, 2018-22
    • Laundry detergents
    • Graph 13: NPD in automatic laundry detergents, by format, 2018-22
    • Graph 14: NPD in laundry detergents*, by launch type, 2018-22
    • Graph 15: NPD in laundry detergents*, by top ten claims, 2018-22
    • Graph 16: NPD in laundry detergents, by ultimate company, 2018-22
    • Fabric conditioners and fabric care
    • Graph 17: NPD in fabric care, by sub-category, 2018-22
    • Graph 18: NPD in fabric conditioners and fabric care*, by launch type, 2018-22
    • Graph 19: NPD in fabric conditioner and fabric care, by leading claims, 2018-22
    • Graph 20: NPD in fabric conditioner and fabric care, by ultimate company, 2018-22
    • Graph 21: NPD in laundry detergents*, by branded vs private label, 2018-22
    • Graph 22: NPD in fabric conditioner and fabric care, by private label vs branded products, 2018-22
    • Advertising and marketing activity


      • APPENDIX

        • 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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