Buy any two reports together for 10% off the total purchase price
Buy any three reports together for 15% off the total purchase price
Buy any four or more reports together for 20% off the total purchase price
"Safety remains an overlooked value driver. Brands that succeed in reassuring consumers stand to win trust and repeat purchase."
Yasemin Holtemayer, Senior Research Analyst - Household Care
The German toilet and hard surface care market reached €1.43bn in 2025, underlining its status as a mature but essential category. Notably, 79% of Germans favour frequent, light cleaning over deep cleans, pushing demand toward fast-acting, low-effort and quick-dry solutions that fit daily routines. This evolving mindset signals a clear imperative for manufacturers to innovate around convenient, low-barrier products.
While tensions between retailers and suppliers create shelf volatility, branded goods continue to command loyalty, reflected inprivate label share stagnation. Even as consumers watch their spending, their trust in top players’ efficacy and safety insulates these brands from the full force of inflation fatigue.
The strongest growth opportunity lies in products that prioritise safety by design and address allergy concerns, with 33% of consumers seeking ingredients that remove the need for extra precautions. This is especially true for families with children, signalling opportunity for hypoallergenic and child-safe claims. Volume risk is intensifying among Millennials and Gen Z, as declining liquid toilet cleaner use, rising performance and transparency frustrations pressure brands to deliver on efficacy and skin compatibility.
This Report examines the German market for toilet and hard surface care products.
Hard surface cleaning products include multipurpose cleaners, kitchen, floor, bathroom cleaners, including mould removers, window/glass cleaners and disinfectant cleaners, which come in a number of formats, including sprays, mousses, creams, foams and disposable wipes.
Toilet cleaning products include toilet cleaners, including liquids/gels, in-bowl rim blocks and liquids/gels, in-cistern blocks and tabs, implements.
The market size data also includes furniture and other cleaners, including drainage cleaners and other specialised surface cleaners, such as plastic or metal cleaners.
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
Pay via credit card or invoice (net 30 payment terms)
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
Focus on the data that matters most to you with a customisable databook available on our platform
Discount automatically applied in basket
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.
Working in a customer-obsessed organization means that data and insights have to be at our fingertips. Mintel’s reports help us support anecdotes with real quantifiable insights. The summary sections (which I really like) helps save time by giving a birds eye view of the content before spending time combing through the pages.
Our business review discussions are strengthened by the relevancy of the reports to help us better understand our customers. In addition, the customer service received from the team (especially in crunch periods) makes the process of understanding customer behavior even better.
We have such a great working relationship with Mintel on lots of different levels. As an insight partner, they have helped us to develop our business planning in specific categories as well as supporting our creative process but they’ve also been super helpful with facilitating our events in their inspirational offices near St Paul’s.
They’re an innovative company, with a client-focused team that always delivers.
There is no question that Mintel is the go-to resource for the best quality market research, but I did not think it was an affordable option for Abacus Marketing to consider. As a small marketing agency, we only work with a few new clients each year.
However, we have a very high-end consultative approach to our work, so we really do need a partner like Mintel to provide the big agency experience we are always aiming to deliver. Our clients come from an incredibly diverse range of industry sectors, so we obviously need access to market research reports from a very wide spectrum of marketplaces – and that is precisely what we got.
We’ve found it so useful working more closely with Mintel. They helped support our recent flagship event for our top suppliers by providing a really unique viewpoint on the future of online retailing.
Nick Carroll from their Retail Team was also an excellent panelist, sharing useful and actionable consumer insights. We definitely look forward to working with Mintel again on future projects.
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
