The Germany Laundry Detergents, Fabric Conditioners & Fabric Care Market Report 2022 identifies consumers’ attitudes towards detergents & cleaning products in Germany, sustainability on the Germany Fabric Conditioners Market, and the impact of COVID-19 on laundry care in Germany. This report covers the Laundry Care in Germany market size, the Germany Fabric Conditioners market forecast, market segmentation and industry trends for the Germany Fabric Conditioners Market.
According to our Fabric Wash and Care Germany report, German consumers used disinfectants and other household cleaning products more frequently during lockdown to protect their health. With more time spent at home, more homecare occasions were created; thus the value of the German household market experienced a short-term boost.
Panic buying led to Germans stockpiling laundry detergents, however, laundry frequency remained largely the same with a shift in product usage. Moreover, hygiene additives like antibacterial laundry cleansers saw a short-term boost within the laundry care in Germany category.
Despite the successful vaccine rollout, consumers remained wary of the virus and upheld an increased focus on hygiene, while continued work-at-home mandates created more homecare occasions. However, our Fabric Wash and Care Germany report shows that post-lockdown, home cleaning occasions decreased as Germans gradually returned to pre-COVID lifestyles, reflected in the market level approaching pre-COVID levels.
Despite continued work-at-home mandates, reduced going out and social distancing measures, laundry frequency remained stable but product usage shifted. The use of previously stockpiled laundry detergents and reduced usage of ancillary products led to a drop in consumer spend, which was only slightly upheld by higher prices.
While COVID-19 has provided a temporary boost to laundry care in Germany and to the usage of household care products with disinfecting properties, demand and consumer spend will return to normal levels with a resurgence of trends such as sustainable consumerism, natural ingredients, and transparency.
Post-pandemic, a return to normal growth levels is likely with a greater focus on sustainability. On-the-go formats and convenience claims will drive minor growth in the Germany Fabric Conditioners Market.
Read on to discover more details or take a look at all of our German Detergents & Cleaning Products and Fabric Care Market Research.
Products: Main wash laundry detergents (powders, liquids, gels, tablets, capsules/liquid tablets, standard and concentrated, biological, non-biological, two-in-one and ‘colour’ products), special wash detergents (detergents for handwashing and delicate fabrics), rinse conditioners (standard and 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: Henkel (Persil), Procter & Gamble (Ariel, Lenor), AWA, Dr. Beckmann, Coral, Perwoll, Vanish Oxi Action, DM (Denkmit), Rossmann, and more.
This report, written by Hannah Sandow, a leading analyst in the Health & Wellbeing sector, delivers in-depth commentary and analysis to highlight current trends in the Germany Fabric Conditioners Market, and adds expert context to the numbers.
As consumers align their sustainability demands with eco-friendly packaging, laundry brands can find opportunities for growth in niche ethical claims that tap into charity work and clean formulas.
Hannah Sandow
Senior Health & Wellbeing Analyst
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