2021
9
Germany The Green Household Care Consumer Market Report 2021
2021-11-02T18:03:41+00:00
REP57D60B4D_5271_42D1_9F01_E1D8DB835884
2195
144087
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Report
en_GB
As COVID-19 heightened environmental concerns, green household brands can thrive by addressing sceptic consumer attitudes around eco products with relatable proof of and transparency on claims. Hannah Sandow, Research…

Germany The Green Household Care Consumer Market Report 2021

£ 2,195 (Excl.Tax)

Description

This report provides a comprehensive and current analysis of the Green Household Care Consumer market in Germany for 2021, including the Green Household Care market size, green trends in Germany, anticipated market forecast, the Green homecare products market in Germany, and relevant market segmentation for the German Green Household Care Consumer market.

Click here to view our latest market research on sustainability in Germany 2022 (DE version).

 

Current market landscape

COVID-19 accelerated the interest in both household care products and eco-friendly products…With 32% of German consumers stating that the COVID-19 outbreak encouraged people to purchase more eco-friendly products, the category is on the brink of success.

Future market trends

However,73% of consumers believe brands should provide more proof of their eco-friendly claims. Despite favourable market conditions post-pandemic, brands need to tackle the lack of credibility rendering consumers sceptical and doubtful towards environmentally friendly products.

Read on to discover more about the The Germany Green Household Care Consumer market for 2021, or take a look at our other House and Home Germany research reports. If you would like to read The Germany Green Household Care Consumer market Report 2021 in German, you can find it here in our Mintel Store Germany.

Quickly understand

  • The short-, medium- and long-term impact of COVID-19 on the green household care consumer
  • Regular and eco-friendly household care purchases and purchasing responsibilities
  • The growing popularity of green household care products and motivational factors contributing to the change in purchase frequency
  • Purchase drivers for regular and eco-friendly household care products and interest in eco-friendly household care concepts
  • Consumer attitudes towards eco-friendly household care products
  • Launch and marketing activity for green household care

Covered in this report

Brands include: Air Wick, Ariel, Caboo, DM, Ecoegg, Ecover, Fair Zone, Farfalla, Fit, Goodbye Detergent!, Innisfree, Ipuro, Kuschelweich, Liquair, Love Nature, Meliora, Moanah, Müller, Rewe, Rossmann, Simple Goods, SOAPBOTTLE, Surig, Tchibo, Thor, Twentyless, Werner & Mertz etc.

Products covered:
Do For the purposes of this Report, Mintel has considered how environmental considerations influence the usage and purchase of household care products, which include:
– Aircare
– cleaning equipment
– dishwashing products
– fabric care
– hard surface care
– household paper products (toilet tissue, kitchen roll, facial tissues)
– toilet care

Throughout this Report the terms green, eco-friendly and environmentally friendly are used interchangeably to denote products that are designed to be less harmful for the environment (eg from brands such as Frosch and Ecover). This Report also refers to regular cleaning products, which are defined as those that do not claim to be eco-friendly. For more detailed market size information, please see individual Report categories.

Expert analysis from a specialist in the field

This report, written by Hannah Sandow, a leading analyst in the Household sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

As COVID-19 heightened environmental concerns, green household brands can thrive by addressing sceptic consumer attitudes around eco products with relatable proof of and transparency on claims.


Hannah Sandow

Research Analyst

Table of Contents

  1. EXECUTIVE SUMMARY

    • Key issues covered in this Report
    • The impact of COVID-19 on the green household consumer
    • Market context
    • Mintel predicts
    • Opportunities
  2. MARKET DRIVERS

    • Graph 1: key economic data, in real terms, 2019-22
    • Household size and composition
    • Graph 2: people living alone by age, 2020
    • Household waste and plastic pollution
    • Graph 3: household waste composition per inhabitant per year, 1985 vs 2018
    • Sustainability and climate change
    • Graph 4: greenhouse gas emissions, 2010-20
  3. WHAT CONSUMERS WANT AND WHY

    • The impact of COVID-19 on consumer behaviour
    • Graph 5: changes in spending habits for household care products since the start of the COVID-19 outbreak, 2020-21
    • Graph 6: consumers trying to act in a way that is not harmful to the environment, 2019-21
    • Household care purchasing responsibility
    • Graph 7: responsibility for purchasing household care products, 2021
    • Types of household care products bought
    • Graph 8: number of regular and eco-friendly products bought in the last six months, 2021
    • Graph 9: regular and eco-friendly purchases of household care products in the last six months, 2021
    • Graph 10: dishwasher equipment rate per 100 households, 2015-20
    • Change in purchase frequency of eco-friendly household care products and motivations for purchasing more
    • Graph 11: change in purchase frequency of green household care products, by financial situation, 2021
    • Graph 12: reasons for purchasing more eco-friendly products than twelve months ago, 2021
    • Purchase drivers for regular and eco-friendly household care products
    • Graph 13: purchase drivers for regular and eco-friendly products, 2021
    • Interest in eco-friendly household care product concepts
    • Graph 14: interest in eco-friendly household care product concepts, 2021
    • Attitudes towards eco-friendly household care products
    • Graph 15: attitudes towards eco-friendly household care products, 2021
  4. LAUNCH ACTIVITY AND INNOVATION

    • Graph 16: NPD in household care products by category, 2018-21
    • Graph 17: NPD in household care products, by leading claims, 2018-21
    • Graph 18: proportion of new household care product launches carrying any environmental claims, by category, 2018-21
    • Graph 19: proportion of NPD in the household care category, by ethical and environmental claims, 2018-21
    • Graph 20: branded NPD in household care products with ethical and environmental claims, by top 10 companies, 2019-20
    • Advertising and marketing activity
  5. MARKET SIZE AnD SEgmentation

  6. APPENDIX

    • 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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