Germany Sustainability in Household Care Market Report 2023

Stay ahead of the curve and future-proof your business with Mintel’s Germany Sustainability in Household Market Report 2023. Our full report is packed with consumer-led market intelligence, household care products trends, and consumer behaviours affecting your industry. Get a 360° view of the green household care consumer Germany including a growth forecast 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 German sustainable household care market outlook, including market drivers and expert insights.
• The impact of the cost of living crisis on eco-friendly household care.
• Consumer Behaviour: How concerned consumers are about the environment, which types of products they buy, and attitudes towards natural ingredients, waste, and higher prices.
• Usage patterns and purchase barriers of eco-friendly household care products.
• Recent launch activity and innovation in sustainable household care.
• How your business can tap into opportunities to increase your market share of sustainable household care in Germany.

Do you want strategic insight into your global sustainability message?

The much-anticipated Global Outlook on Sustainability: A Consumer Study 2024-25 is now available to order. Covering 10,000 respondents from 10 leading economies, this report gives insights and inspiration on how best to position and position and prioritise your brands’ products. Download your copy today. Download your copy today.

An Overview of the Green Household Care Consumer Germany

Household care’s needs-driven nature makes it largely resilient against inflation, however, the adoption of more eco-friendly products was slightly hindered by rising prices.

58% of German consumers who exclusively buy regular household care products, won’t switch to sustainable options due to their higher price point. Private labels can use price-matching strategies of regular and sustainable products to sway sceptical consumers.

Sustainability in Household Care in Germany: What Consumers Want and Why

• The Green Household Care Consumer Germany: Purchase of eco-friendly household care in Germany increased to 70% in 2023, highlighting how environmental concerns are growing in importance for consumers. Even financially struggling household care shoppers were more likely to buy eco-friendly household care in 2023.
• Germany Household Products Market Research: While many household care products feature eco-friendly claims, consumers feel overwhelmed with the amount of choice. Difficulty in knowing which products really are sustainable prevents 29% of German shoppers from buying them. By aligning with the EU Green Claims Directive, brands can simplify and harmonise comparability, for example, through eco-scores.
• Market Opportunities in Sustainability in Household Care in Germany: To successfully cater to the German household care products market, brands will have to go beyond improved packaging and align their product range with consumers’ demand for natural ingredients. Brands can get ahead by innovating in categories with low eco-claims, such as air care.

Household Care: Sustainable Development in Germany

• For successful market growth in the sustainability sector in household care products, brands will have to ensure alignment with the sustainability goals of the EU Green Deal, for example by offering refills, which tap into reusability and reduced packaging.

To learn how to connect with your audience, purchase our Germany Sustainability in Household Care 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: Rubbish Cafe, Frosch, Grazie, Febreze, Sodasan, Nuk, Farm to Aromatherapy, Vileda, Finish, SC Johnson, Ecover, Henkel, Lidl, Lenor, HeldenGrün, Ulrich Natürlich, dm, Blik, Green Action, Procter & Gamble, Reckitt Benckiser, Essity, Unilever, Kimberly-Clark, Werner & Mertz, Gries Deco, and more.

Products: Paper products, toilet care, cleaning products, hand dishwashing products, fabric care products, cleaning equipment, hard surface cleaners, automatic dishwasher products, air care products, and more.

Additional Features Included with Your Purchase:

• Interactive Databook: Each Databook is provided as an interactive website where you can deep dive into our consumer research data on your chosen topic so you can draw your own conclusions.
• Custom PowerPoints: Incorporate our consumer research data into your own work so you can win over your clients and stakeholders. Select insights from your report to create a custom presentation that is ready to download in minutes.
• Different Digital Formats: PDF for conveniently sharing with your team, PowerPoint for quickly including in your presentations.
• Mintel’s Clients Portal: Our portal provides instant access to actionable analysis, podcasts, and trend pieces relevant to your industry that are published almost daily, as well as our annual Global Consumer Trends. You can also browse our extensive catalogue of market research reports.

Expert Insights on the Green Household Care Consumer Germany

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

With sustainability turning from a buzz word into an essential, and financial pressure remaining high, brands need to include the needs of all German consumers, regardless of their economic means. To achieve this, they can make an effort to price-match eco-friendly and regular products.

Yasemin Holtemayer
Research Analyst – Household Care, Germany