2022
9
Germany Laundry Detergents, Fabric Conditioners and Fabric Care Market Report 2022
2022-03-09T17:29:24+00:00
REPAC7007DB_583A_4701_9082_DF811F6E3A79
2195
148586
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Report
en_GB
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…

Germany Laundry Detergents, Fabric Conditioners and Fabric Care Market Report 2022

£ 2,195 (Excl.Tax)

Description

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.

Click here to view the German version of our Germany Laundry Detergents, Fabric Conditioners & Fabric Care Market Report 2022.

Current Market Landscape

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.

Detergents & Cleaning Products in Germany: Market Share and Key Industry Trends

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.

  • 36% of German consumers who have bought laundry products online in the last 12 months only recently started doing so.
  • 23% of Germans attribute a higher priority to the environment since the outbreak.
  • 67% of consumers with laundry responsibilities acknowledge that refill stations are beneficial to the environment.
  • 18% of laundry detergent shoppers consider sustainable packaging an important purchase driver.

Future Trends in the Germany Fabric Conditioners Market

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.

Quickly Understand

  • The short-, medium- and long-term impact of COVID-19 on laundry detergents, fabric conditioners & fabric care.
  • Laundry responsibilities, usage and purchase of laundry and fabric care products and laundry frequencies of German consumers.
  • Purchase drivers for laundry detergents and purchase channels.
  • Launch activity and innovation opportunities for laundry and fabric care products.
  • Consumer behaviours and attitudes towards laundry activities and laundry products.
  • Market size and shares for laundry and fabric care products.

Covered in this Report

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.

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 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
Hannah Sandow
Senior Health & Wellbeing Analyst

Table of Contents

  1. EXECUTIVE SUMMARY

    • Key issues covered in this Report
    • The impact of COVID-19 on laundry detergents, fabric conditioners & fabric care
    • Market context
    • Mintel predicts
    • Opportunities
    • The competitive landscape
    • Marketing mix
  2. MARKET DRIVERS

    • COVID-19 and the German economy
    • Graph 1: key economic data, in real terms, 2019-23
    • Graph 2: COVID-19 exposure anxiety index, 2020-22
    • Demographic change
    • Graph 3: live births in thousand per year, 2011-21
    • Graph 4: people living alone by age, 2020
    • Sustainability
    • Graph 5: carbon emission per 10,000 wash cycles, by laundry detergent packaging, 2021
  3. WHAT CONSUMERS WANT AND WHY

    • Laundry tasks and responsibilities
    • Graph 6: laundry responsibilites, 2020-21
    • Graph 7: laundry responsibilities – NET, by gender, 2021
    • Frequency of doing laundry
    • Graph 8: frequency of doing laundry, 2020-21
    • Graph 9: laundry frequency, for parents of under-18s, 2020-21
    • Use of laundry detergents and fabric care products
    • Graph 10: usage of laundry detergents, 2021
    • Graph 11: usage of liquid and powder laundry detergents, by age and gender, 2021
    • Graph 12: usage of fabric care products, 2020-21
    • Graph 13: repertoire of usage of fabric care products, 2021
    • Purchase drivers for laundry detergents
    • Graph 14: purchase drivers for laundry detergents, 2021
    • Graph 15: price as purchase driver for laundry detergents – NET, by age and gender, 2021
    • Distribution channels for laundry and fabric care
    • Graph 16: distribution channels for laundry products, by value market share, 2021
    • Buying behaviour towards laundry products
    • Graph 17: buying behaviour towards laundry products in the last 12 months, 2021
    • Attitudes towards laundry products
    • Graph 18: attitudes towards laundry products, 2021
  4. LAUNCH ACTIVITY AND INNOVATION

    • Graph 19: NPD in household care, by top five categories, 2015-21
    • Laundry detergents
    • Graph 20: NPD in laundry detergents, fabric conditioners & fabric care*, by sub-category, 2017-21
    • Graph 21: NPD in automatic laundry detergents, by format, 2017-21
    • Graph 22: NPD in laundry detergents, by launch type, 2019-21
    • Graph 23: NPD in laundry detergents, by top ten claims, 2019-21
    • Graph 24: NPD in laundry detergents*, by branded vs private label, 2019-21
    • Graph 25: NPD in laundry detergents, by ultimate company, 2019-21
    • Fabric conditioners & fabric care
    • Graph 26: NPD in fabric conditioners and fabric care*, by launch type, 2021
    • Graph 27: NPD in fabric conditioner & fabric care, by leading claims, 2019-21
    • Graph 28: NPD in fabric conditioner and fabric care, by private label vs branded products, 2019-21
    • Graph 29: NPD in fabric conditioner and fabric care, by ultimate company, 2019-21
    • Advertising and marketing activity
  5. MARKET SHARE

  6. MARKET SIZE, SEgmentation AND FORECAST

  7. APPENDIX

    • Appendix – products covered, abbreviations, consumer research methodology and language usage
    • Appendix – market size and 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.

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

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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.

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