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
Collapse All
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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
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