2023
9
Germany Toilet and Hard Surface Care Market Report 2023
2023-07-25T09:01:47+01:00
REPAC486D1E_00CA_4076_AFE3_890092FA302A
2195
165222
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Report
en_GB
To drive sales in a challenging market environment, brands can leverage scent and the popularity of multi-purpose products to create more-versatile, specialised cleaners. Yasemin Holtemayer - Household Care Research…

Germany Toilet and Hard Surface Care Market Report 2023

£ 2,195 (Excl.Tax)

Description

Stay ahead of the curve and future-proof your business with Mintel’s Germany Toilet and Hard Surface Care Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest trends and consumer behaviours affecting the toilet and hard surface care market in Germany. Get a 360° view of the toilet care products market including the market size, share, and forecasted growth 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 toilet and hard surface care market outlook, including expert insights and market drivers.
  • The short-, medium- and long-term impact of inflation on the toilet and hard surface care market.
  • Usage and purchase (factors) of toilet care in Germany.
  • Launch activity and innovation opportunities in the toilet care products market.
  • How your business can tap into opportunities to increase your share of the toilet care market Germany.

Overview of the Toilet and Hard Surface Care Market

As inflation rates start to decrease and as pricing normalises, consumers’ financial confidence is on the rise. With products undercutting each other in price again, Mintel experts expect a slight growth of branded products.

Moreover, the sense of the home as a place for socialising has been reawakened post-pandemic, thus demanding continuous cleaning which sets the toilet and hard surface care market up for growth again.

Toilet Care in Germany Market Research: What Consumers Want and Why

  • Toilet Care in Germany and Consumer Behaviour: Over 60% of German consumers made changes to their cleaning habits in the six months leading up to April 2023 to save money. The most common ways consumers are trying to cut back on spending, is by buying whichever brand is on sale or through switching to private label products. Promoting reusability, e.g. interchangeable nozzles, can support consumers in their money-saving behaviours, while also promoting sustainable habits.
  • Toilet Care Products Market Trends: Mintel’s toilet care in Germany market research has recorded increased usage of rim blocks and other toilet fresheners, as 57% of consumers agree that keeping toilets fresh between cleaning occasions is important.
  • Toilet and Hard Surface Care Market Opportunities: Brands can capitalise on the reawakened sense of the home for socialising by pushing innovation around scent release, as scent is the second highest purchase driver at 35%.

The Future of the Toilet Care Market Germany

  • Going forward, cleaning robots will be more common in the toilet care market Germany. Technological advances will make versatile products fit for regular use and robot use more attractive.

To learn how to connect with your audience, purchase our Germany Toilet and Hard Surface 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: Henkel, Werner & Mertz, Reckitt Benckinser, Unilever, S.C. Johnson & Son, Procter & Gamble, Brauns-Heitmann, Colgate, Delta, Poliboy Brandt & Walther, Maxxi Clean, Ecover, DM (Denk mit), BiOHY, Sagrotan, Vernel, Elvital, Seramis Vitalnahrung, Purenn Organic, Blaue Helden, Toilet Tapes, Frosch, Everdrop, Meister Proper, Emsal, Cycle, Aldi, Rossmann, WC Frisch, and many more.

Products: Multipurpose cleaners (kitchen, floor, bathroom), mould removers, window/glass cleaners, disinfectant cleaners (sprays, mousses, creams, foams, disposable wipes), toilet cleaning products (toilet cleaners, liquids/gels, in-bowl rim blocks, liquids/gels, in-cistern blocks and tabs, implements), furniture cleaners, drainage cleaners, other specialised surface cleaners (plastic or metal cleaners).

Additional Features Included with Your Purchase

  • Interactive Data Book: This gives you unlimited access to a consumer confidence tracker that is segmented into 25 different demographic categories.
  • Different Digital Formats: PDF for conveniently sharing with your team, PowerPoint for quickly including in your presentation, as well as Word and Excel.
  • Mintel’s Clients Portal: Our portal offers instant access to actionable analysis and trend pieces relevant to your industry that are published almost daily. You can also browse for more market research reports.

Expert Insights on Toilet Care in Germany

This report, written by Yasemin Holtemayer, Research Analyst, delivers in-depth commentary and analysis to highlight trends in the toilet care market Germany and add expert context to the numbers.

Our toilet care in Germany market research shows that to drive sales in a challenging market environment, brands can leverage scent and the popularity of multi-purpose products to create more versatile, specialised cleaners.

Yasemin Holtemayer, Research Analyst
Yasemin Holtemayer
Research Analyst – Household Care, Germany

Table of Contents

  1. EXECUTIVE SUMMARY

    • Key issues covered in this Report
    • Market context
    • Mintel predicts
    • Opportunities
    • The competitive landscape
  2. MARKET DRIVERS

    • The German economy
    • Graph 1: key economic data, in real terms, 2019-24
    • Housing
    • Sustainability
  3. WHAT CONSUMERS WANT AND WHY

    • Cleaning and buying responsibilities
    • Graph 2: purchase of toilet and hard surface care, 2023
    • Graph 3: usage of toilet and hard surface care, 2023
    • Usage of toilet care products
    • Graph 4: usage of toilet care products, 2023
    • Usage of hard surface care products
    • Graph 5: usage of hard surface care products, by lifestage, 2023
    • Money-saving measures in toilet and surface care
    • Purchase drivers for hard surface cleaning products
    • Graph 6: purchase drivers for hard surface cleaning products, 2023
    • Behaviours around hard surface cleaning products
    • Attitudes towards toilet care
    • Graph 7: attitudes towards toilet care, 2023
  4. LAUNCH ACTIVITY AND INNOVATION

    • Toilet care
    • Graph 8: NPD in toilet care, by launch type, 2018-23
    • Graph 9: NPD in toilet care, by top 10 leading claims
    • Hard surface care
    • Graph 10: NPD in hard surface care, by sub-category, 2020-23
    • Graph 11: NPD in hard surface care, by launch type, 2020-23
    • Graph 12: NPD in hard surface care, by top 10 leading claims, 2020-23
    • Graph 13: private label NPD in toilet care, by top-five leading companies, 2020-23
    • Graph 14: private label NPD in hard surface care, by top-five leading companies, 2020-23
    • Graph 15: branded vs own-label NPD in toilet care, 2020-23
    • Graph 16: branded vs own-label NPD in hard surface care, 2020-23
    • Graph 17: hard surface care, top-five fragrances, 2020-23
    • Advertising and marketing activity
  5. MARKET SHARE

  6. MARKET SIZE, SEgmentation AND FORECAST

    • Toilet care
    • Hard surface care
    • Forecast
  7. APPENDIX

    • Appendix – products covered, abbreviations, consumer research methodology and language usage
    • Appendix – market size and central forecast methodology

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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