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- Key issues covered in this Report
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EXECUTIVE SUMMARY
- Market context
- Opportunities
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MARKET DRIVERS
- The German economy
- Graph 1: key economic data, in real terms, 2019-25
- Graph 2: financial confidence index, 2022-24
- Retail penetration and innovation
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WHAT CONSUMERS WANT AND WHY
- Preference for branded vs own-label products
- Graph 3: type of household care products purchased, 2024
- Changes in purchase frequency of own-label household care products
- Retailers shopped at
- Graph 4: retailers shopped at, 2024
- Reasons to purchase own-label products
- Graph 5: reasons to purchase own label, by age, 2024
- Behaviours towards own-label household care products
- Graph 6: own label household care product behaviours, 2024
- Attitudes towards own-label household care products
- Graph 7: attitudes towards own-label household care products, 2024
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LAUNCH ACTIVITY AND INNOVATION
- Graph 8: share of own-label NPD in the household category, by sub-category, 2019-23
- Graph 9: share of own label NPD in the household category, by sub-category, 2019-23
- Graph 10: NPD in own-label household care, by top 10 claims, 2021-23
- Graph 11: own-label NPD by launch type, 2021-23
- Graph 12: NPD activity, by top five own-label companies, 2021-23
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APPENDIX
- Appendix – products covered, abbreviations, consumer research methodology and language usage
With inflationary pressures driving German consumers towards buying own label, the vast majority of household care products are more likely to be bought in their own-label version except for laundry detergent and fabric conditioners. At 55% and 42% respectively, these are most often chosen in their branded format, linking to their heritage.
While own-label household care products appeal to financially healthy and unhealthy consumers alike, 33% of financially struggling household care consumers bought more own-label household care than 12 months prior (vs 21% of those financially healthy), creating special responsibility to support those financially struggling in the enduring cost-of-living crisis.
At 71%, price is the main reason for buying own-label products. However, own-label brands also had to raise prices, and therefore can’t solely rely on price as a differentiator any more, as the gap between them and brands narrows.
This presents a significant opportunity for own-label brands to consider how to (re)position themselves, especially with younger consumers being less inclined to buy own-label due to price. Premiumisation, exclusive online offers and unique scents can help deliver value and create loyalty, particularly among younger Germans.
This Report Looks At The Following Areas:
- Factors that will drive the market during financial uncertainties and beyond
- Preferences between branded and own-label household care products
- Retailers used for purchasing own-label household care products
- Reasons that shoppers buy own-label household care products
- Behaviours around loyalty and openness to try new products, and attitudes towards quality and premium in own-label household care products
- Launch activity in the past year and future innovation opportunities for own-label household care brands
Now is an opportune time for own-label brands to establish value beyond price (eg through premiumisation, scents) to create long-term consumer loyalty.
Yasemin Holtemayer, Household Care Research Analyst, Germany
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