Germany Shopping for Household Care Products Market Report 2023
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Our Germany household products market research shows that brands have a chance to help close the gender household care gap by promoting shared household shopping responsibilities at an early stage…

Germany Shopping for Household Care Products Market Report 2023

£ 2,195 (Excl.Tax)


Stay ahead of the curve and future-proof your business with Mintel’s Shopping for Household Care Products in Germany Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest household care products consumer trends in Germany and consumer behaviours affecting your industry. Get a 360° view of the household care products market including market size, share, and forecasted growth to help you align your business strategy with the needs of your audience.

Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.

Topics Analysed in this Report

  • A detailed market outlook of the household care products industry in Germany, including expert insights and market drivers.
  • Which types of retailers and channels consumers use to shop for household care products.
  • The impact of the cost of living crisis on shopping behaviour and the household care products industry in Germany.
  • Responsibility of household care in German households.
  • How your business can tap into opportunities to increase your market share of household care products in Germany.

Overview of the Household Care Products Industry in Germany

Although household care products are essential to consumers’ cleaning routines, our Germany household care products market research shows that they are not immune to inflation-induced trading down behaviours. CPI across household care categories exceeded high inflation levels in 2022 and squeezed budgets affected how consumers engage with this category.

Traditional gender roles persist in the household care products sector in Germany. At 80%, female German consumers are most likely to be solely responsible for buying household care products, reflecting gender inequalities in household care.

Germany Household Products Market Research: What Consumers Want and Why

  • Shopping for Household Care Products in Germany & Inflation: Private labels are increasing their share in the sector, posing a threat to established brands, as 34% of German consumers bought more own-label products as a response to soaring prices. Another 69% agree that brands use inflation as an excuse to raise prices, thus trust between brands and consumers diminishes. To compete with private labels, brands can focus on their legacy products, underscoring the trust established throughout the years, while also making an effort to communicate the composition of their prices more transparently.
  • Household Care Products Consumer Trends in Germany: To break the gender household care gap, brands should engage with Gen Z as they will assume greater household shopping responsibilities in the future. They can highlight how household duties are a job that is done together to increase the number of women who share responsibilities, e.g. by partnering up with male influencers on social media.

To learn how to connect with your audience, purchase our Shopping for Household Care Products in Germany Market Report 2023 in full. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.

Products and Brands Discussed in this Report

Brands: Edeka, Dr. Beckmann, Ariel, Rossmann, Unilever, TikTok, Everdrop, Aldi, Lidl, Persil, Douglas, Ritter Sport, Haka, smol, Noo.Ma, bluu, Frosch, Müller, Henkel, Foodspring, and many more.

Products: Detergent Sheets, laundry detergent, washing up liquid, fabric care, hard surface care, dishwashing products, toilet care, air care, household paper products (toilet paper, kitchen roll, facial tissues), cleaning equipment.

Additional Features Included with Your Purchase

  • Interactive Data Book: This gives you unlimited access to a consumer confidence tracker that is segmented into 25 different demographic categories.
  • Different Digital Formats: PDF for conveniently sharing with your team, PowerPoint for quickly including in your presentation, as well as Word and Excel.
  • Mintel’s Clients Portal: Our portal offers instant access to actionable analysis and trend pieces relevant to your industry that are published almost daily. You can also browse for more market research reports.

Expert Insights on Shopping for Household Care Products in Germany

This report, written by Yasemin Holtemayer, Research Analyst, delivers in-depth commentary and analysis to highlight household care products consumer trends in Germany and add expert context to the numbers.

Our Germany household products market research shows that brands have a chance to help close the gender household care gap by promoting shared household shopping responsibilities at an early stage in consumers’ life.

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

Table of Contents


    • Key issues covered in this Report
    • Market context
    • Opportunities

    • The German economy
    • Graph 1: key economic data, in real terms, 2019-24
    • Gender disparity
    • Gen Z transitions into adulthood
    • Greenhouse gases

    • Purchase responsibility
    • Channels for purchase of household care products
    • Graph 2: retailers to shop for household products, by gender, 2023
    • When people shop for household care products
    • Preferred brand response to rising costs
    • Change in household care purchasing behaviours
    • Attitudes towards shopping for household care products
    • Graph 3: attitudes towards shopping for household care products, 2023

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

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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