Sustainability in household care is changing. Though eco-friendly product purchases have dropped since 2023, it doesn’t necessarily mean interest in sustainability is fading. Instead, it reflects the growing efforts by mainstream brands to enhance the sustainability of their offerings, making eco-conscious choices more accessible across the board.
This is further underscored by the belief that all household products should be eco-friendly (68%). German household care shoppers expect brands to lead in making products eco-friendly (73%), while fewer feel responsible themselves (62%). This means that brands need to increase their sustainability efforts, for example through transparency of ingredients or packaging with better recyclability. Additionally, start-up brands need to raise trust with consumers, as 49% of household care shoppers buy eco-friendly products solely from well-established brands. Highlighting local origins gives young brands a chance to raise confidence.
To effectively engage younger consumers, brands should go beyond merely offering products. 52% of Gen Z and Millennial household care shoppers are more drawn to household care brands that incorporate eco-friendly initiatives they can actively participate in. For instance, programmes that educate and reward recycling efforts will resonate with this demographic.
This report looks at the following areas:
- The impact of the cost-of-living crisis on eco-friendly household care
- How concerned consumers are about the environment
- Which types of eco-friendly or regular products Germans purchase
- Types of brands purchased and interest in sustainable product features
- Concerns about the environmental impact of household care products
- Attitudes around sustainability in household care, discussing brands’ role, initiatives beyond the product and perception of start-up brands
Eco brands must step up with niche claims, such as local ingredients, to compete with mainstream brands saturating the market with sustainable products.
Yasemin Holtemayer, Household Care Research Analyst, Germany
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EXECUTIVE SUMMARY
- What you need to know
- Well-established brands’ history gains them trust in eco matters
- What consumers want and why
- The five year outlook for household care
- Opportunities in marketing
- Opportunities in product development
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MARKET DRIVERS
- The German economy
- 2024 remains challenging
- Graph 1: key economic data, in real terms, 2019-25
- The inflation rate is bouncing back to more conventional levels
- Inflation is still the key factor affecting consumers’ finances…
- …confidence and expenditure
- Graph 2: financial confidence index, 2022-24
- The impact of the economy on the household care market
- Regulatory changes
- Ecodesign for Sustainable Products Regulation
- Low recycling rates in the EU
- Circular Economy Action Plan
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WHAT CONSUMERS WANT AND WHY
- Purchase of regular and eco-friendly household care products
- Eco-friendly purchases declined compared to 2023
- Graph 3: types of household care products bought in the last six months, by eco-friendly purchases, 2023-24
- Air care lacks behind
- Regular household care products are gaining ground again
- Graph 4: types of household care products bought in the last six months, NET, 2021-24
- Graph 5: types of household care products bought in the last six months, NET, 2021-24
- Regular brands are benefiting from eco efforts
- Younger consumers are eager to purchase eco-friendly products
- Product features
- Both regular and eco-friendly shoppers pay attention to packaging…
- Graph 6: household care products purchased with the following features, 2024
- Eco-friendly features are popular among all shoppers…
- …likely due to higher education around sustainable practices
- An opportune time for eco-friendly brands to shine…
- …by focusing on ingredients and minimal packaging
- Types of brands purchased from
- Well-established brands are in the lead
- Trust and availability benefit well-established brands
- Graph 7: types of brands purchased, 2024
- Quality made in Germany
- Start-up brands have a chance to grow with younger consumers
- Graph 8: types of brands purchased, generation, 2024
- Concerns about the environmental impact of household care products
- Ingredients are top concerns for household care shoppers
- Graph 9: concerns about the environmental impact of household care products, 2024
- Microplastics and chemicals impact purchase decisions…
- …thus brands need to increase transparency for reassurance
- Deforestation is a big stressor for Germans…
- …prompting brands to increase transparency and education efforts
- Explaining recycling in simple terms
- Excess usage of water and energy is undermined by low trust in efficacy…
- …thus brands need to highlight the tangible benefits such as money-saving
- Ariel continues to push efficacy when cold-washing
- Attitudes towards sustainability in household care
- Consumers see responsibility in all parties
- Graph 10: attitudes towards sustainable household care, 2024
- Brands must help consumers make eco-friendly choices
- Appeal to older consumers with affordable eco-friendly products
- Initiatives make brands more attractive to younger consumers
- …inspiring broader sustainability initiatives
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LAUNCH ACTIVITY AND INNOVATION
- Ethical and environmental claims are increasing
- Ethical and environmental claims continue to grow
- Graph 11: NPD in household care products*, by top five claim category, 2021-24
- Combine convenience with eco-friendliness
- Ethical and environmental claims remain high
- Graph 12: proportion of household care product NPD carrying any ethical & environmental claim, by category, 2021-24
- Elevate eco-friendly air care with self-care
- Examples of ethical and environmental air care NPD
- Growth of ethical claims slows down
- Graph 13: proportion of NPD in the household care category*, by ethical and environmental claims, 2021-24
- Own label launches still lower than brands’
- Graph 14: NPD in household care products* with ethical and environmental claims, by private label, 2021-24
- Popular brands are slowing down their eco-friendly NPD
- Graph 15: branded NPD in household care products* with ethical and environmental claims, by top 10 companies, 2021-24
- Branded paper products need to step up their efforts to compete
- Examples of branded NPD
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APPENDIX
- Appendix – products covered, abbreviations, consumer research methodology and language usage
- Products covered in this Report
- Abbreviations
- Consumer research methodology
- A note on language
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