Germany Sustainability in Household Care Market Report 2023
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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.

Germany Sustainability in Household Care Market Report 2023

£ 2,195 (Excl.Tax)


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.

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.

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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
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, 2019-25
    • Graph 2: financial confidence index, 2022-23
    • European regulations
    • Waste management and plastic use

    • Concern about the environment
    • Graph 3: level of concern about the environment, 2023
    • Purchase behaviour of regular and eco-friendly household care products
    • Graph 4: types of household care products bought in the last six months, NET, 2021-23
    • Graph 5: types of household care products bought in the last six months, NET, 2021-23
    • Graph 6: purchase of regular or eco-friendly versions of household care products, 2023
    • Change in frequency of buying eco-friendly products
    • Graph 7: change in eco-friendly household care purchases compared to 12 months ago, 2023
    • Barriers for buying eco-friendly household care products
    • Graph 8: barriers for buying eco-friendly products, 2023
    • Use of refill concepts
    • Barriers for refill station use
    • Graph 9: barriers for using refill stations, 2023
    • Attitudes towards eco-friendly household care products
    • Graph 10: attitudes towards eco-friendly household care products, 2023
    • Graph 11: convenience is more important than sustainability, 2021-23
    • Graph 12: agreement with "It is acceptable for eco-friendly household care products to be more expensive than regular ones", 2023

    • Graph 13: NPD in household care products, by claim category, 2020-23
    • Graph 14: proportion of household care product NPD carrying any ethical & environmental claim, by category, 2020-23
    • Graph 15: proportion of NPD in the household care category, by ethical and environmental claims, 2020-23
    • Graph 16: proportion of new household care product launches carrying any ethical or environmental claims, by own label, 2020-23
    • Graph 17: branded NPD in household care products with ethical and environmental claims, by top 10 companies, 2019-20
    • Advertising and marketing activity

    • 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.

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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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