2021
9
Germany Toilet and Hard Surface Care Market Report 2021
2021-05-28T11:03:36+01:00
REP8EDB7854_A40A_4A11_913E_0364D019FE1C
2195
138990
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Report
en_GB
While COVID-19 has resulted in strong growth that will be challenging to repeat, there are opportunities for brands to tap into circular economy, capitalise on remote working lifestyles and reach…

Germany Toilet and Hard Surface Care Market Report 2021

£ 2,195 (Excl.Tax)

Description

Providing the most comprehensive and up-to-date information and analysis of the Toilet and Hard Surface Care Market in Germany including the behaviours, preferences and habits of the consumer.

Click here to view the latest version (2022) of our Germany Toilet & Hard Surface Care Market Report (DE version).

 

76% of German consumers prefer to use formulas with natural ingredients, reflecting the wide availability of such formulas on the retail market. Brands can upgrade their nature-inspired offering through the use of food waste ingredients and NPD specially designed to promote circular economies and sustainable use of natural resources.

Read on to find out more or take a look at all of our Germany Household Market Research.

Quickly Understand

  • The short-, medium- and long-term impact of COVID-19 on the toilet and hard surface care market
  • Changing usage habits of toilet and hard surface care
  • Location of in-store and online purchases for toilet and hard surface care products
  • Consumers’ interest in advertising features for toilet and hard surface care products
  • Preference towards toilet and hard surface care products and formulas
  • Launch activity and innovation opportunities for 2021 and beyond

Covered in this report

Brands mentioned: Ajax, Aldi, Astonish, BioBaula, Blaue Helden, Bref, Cillit Bang, Clinair, Colgate-Palmolive Company, everdrop, Henkel AG & Co. KGaA, Love Nature, Meister Proper, O3 Solutions, Reckitt Benckiser Group PLC, Rossmann Domol, Rewe Beste Wahl, S. C. Johnson & Son, Inc., Sagrotan, Sauber Meister, Sieben Generationen, Simple Goods, The Procter & Gamble Company, Unilever PLC, Viss, WC Ente, WC Frisch, Werner & Mertz GmbH, WWF, W5 etc.

Products covered:

This Report examines the German market for toilet and hard surface cleaning products.

Hard surface cleaning products include multipurpose cleaners, including antibacterial cleaners, kitchen, floor, bathroom and shower 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 and flushable toilet wipes, in-bowl rim blocks and liquids/gels, in-cistern blocks, implements, including disposable brushes and refills, bleaches, including thick and thin liquid bleaches and bleach sprays and disinfectants, including disinfectant liquids and sprays, and antiseptic disinfectant.

The market size data also includes other cleaners, including furniture care products and polishes.

Expert analysis from a specialist in the field

Written by Dr. Christina Wessles, a leading analyst in the household sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

While COVID-19 has resulted in strong growth that will be challenging to repeat, there are opportunities for brands to tap into circular economy, capitalise on remote working lifestyles and reach consumers via DTC channels.

Dr. Christina Wessels
Senior Analyst – Household

Table of Contents

  1. EXECUTIVE SUMMARY

    • Key issues covered in this Report
    • Impact of COVID-19 on toilet and hard surface care
    • Market context
    • Mintel predicts
    • What consumers want and why
    • Graph 1: product used to keep toilet fresh and clean in the last six months, Jan 2020 vs Jan 2021
    • Opportunities
    • The competitive landscape
    • Marketing mix
  2. MARKET DRIVERS

    • COVID-19 and the German economy
    • Graph 2: key economic data, in real terms, 2019-22
    • Graph 3: rate of registered unemployment, Jan 2015-Mar 2021
    • Ageing population
    • Graph 4: shares of maximum adult population projections, by age group, 2020-30
    • Household size
    • Sustainability
  3. WHAT CONSUMERS WANT AND WHY

    • Impact of COVID-19 on consumer behaviour
    • Graph 5: Mintel’s COVID-19 exposure anxiety index, 3 March 2020-12 April 2021
    • Cleaning and buying responsibilities
    • Graph 6: responsibilities for cleaning surfaces, including toilets, by gender, January 2021
    • Graph 7: responsibilities for buying surface cleaning products, including toilet cleaners, by gender, January 2021
    • Usage of toilet and hard surface cleaning products
    • Graph 8: products used to keep toilets fresh and clean in the last six months, January 2020 vs January 2021
    • Graph 9: formulas used for hard surface cleaning in the last six months, Jan 2020 vs Jan 2021
    • Graph 10: types of hard surface cleaning products used in the last six months, January 2020 vs January 2021
    • In-store and online shopping locations
    • Graph 11: preferred shopping medium, January 2021
    • Graph 12: in-store shopping locations for toilet and hard surface cleaners, January 2021
    • Graph 13: online shopping locations for toilet and hard surface cleaners, January 2021
    • Interest in advertising features
    • Graph 14: interest in advertising features, January 2021
    • Graph 15: interest in selected advertising features, by age, January 2021
    • Behaviours towards toilet and hard surface cleaning products
    • Graph 16: behaviours towards toilet and hard surface care and cleaning products, January 2021
    • Graph 17: agreement with “I worry about the possible health impacts of cleaning too often”, by parental status, January 2021
    • Attitudes towards toilet and hard surface cleaning products
    • Graph 18: attitudes towards toilet and hard surface care products, January 2021
    • Graph 19: consumers who agree with “It is hard to see a difference in quality between own-label and branded products”, by age, January 2021
  4. LAUNCH ACTIVITY AND INNOVATION

    • Graph 20: toilet care NPD, by subcategory, Jan 2016-Mar 2021
    • Graph 21: NPD in toilet care, by leading claims, Jan 2018-Mar 2021
    • Graph 22: shares of NPD in toilet care, by launch type, Jan 2016-Mar 2021
    • Graph 23: NPD in hard surface care, by subcategory, Jan 2016-Mar 20
    • Graph 24: NPD in hard surface care, by leading claims, Jan 2018-Mar 2021
    • Graph 25: shares of NPD in hard surface care, by launch type, Jan 2016-Mar 2021
    • Graph 26: NPD in toilet care, by top 10 ultimate companies, 2020
    • Graph 27: NPD in hard surface care, by top 10 ultimate companies, 2020
    • Advertising and marketing activity
  5. MARKET SHARE

  6. MARKET SEGMENTATION, SIZE AND FORECAST

    • Forecasting during the COVID-19 pandemic
  7. APPENDIX

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

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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