2022
9
Germany Toilet and Hard Surface Care Market Report 2022
2022-05-24T17:02:46+01:00
REP10F61FEF_77F5_48B8_BF60_7DA96C9B1560
2195
151494
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Report
en_GB
Cushioned by the needs-driven nature of the market, brands can count on continued consumer reach in times of inflation and focus on embracing circular supply chains from local materials.

Germany Toilet and Hard Surface Care Market Report 2022

£ 2,195 (Excl.Tax)

Description

The Germany Toilet & Hard Surface Care Market Report 2022 identifies consumers’ attitudes towards the purchase of household care products, sustainability in household care, and the impact of the pandemic and the cost-of-living crisis on the industry of toilet care in Germany. This report covers the Germany Household Care market size, market forecast, market segmentation and industry trends for the Homecare Market in Germany.

Click here to view the German version of our Germany Toilet & Hard Surface Care Market Report 2022.

Current Market Landscape

Our Toilet Care in Germany market research shows that the category greatly benefited from the pandemic but is set to enter a correction period reducing demand and usage of household cleaners in Germany. Inflation driving up rising living costs and political disruption induces increased financial concerns in consumers. The price pressure exerted on manufacturers given the categories’ exposure to raw material price increases will likely consolidate the market offering.

Most German consumers prioritise product performance over all other product attributes. Brands are now facing the dilemma of having to achieve more with less. Stripping formulas down to essentials and tapping into underrepresented free from claims provides one way of satisfying consumers’ demands.

Germany Household Care Market Share and Key Industry Trends

Demand for toilet care in Germany is expected to decline further before settling slightly above pre-pandemic levels, driven by lifestyle changes with increased hybrid working and health awareness. Investing in sustainable cleaning solutions to drive product performance will be essential to drive growth in the homecare market Germany. Increased health awareness further induces critical consumer attitudes challenging the toilet care market in Germany.

Consumer reach, however, is unlikely to drop given the needs-driven nature, low purchasing frequency and low share on the overall household budget of cleaning products. Regardless, Germans heightened price sensitivity coupled with fading home hygiene concerns are a threat to the Germany toilet care market.

  • 70% of toilet and hard surface care users prefer short ingredient lists over long ones.
  • 7% of NPD in hard surface care features “Free from added colourings” claims.
  • 94% of Germans consider their homes central to their wellbeing.
  • 35% of toilet and hard surface care users/buyers are interested in locally sourced materials.

Future Trends in the Germany Toilet Care Market

According to our Germany toilet care report, demand is in line with the expansion of living spaces and population growth, as it will see a small increase long-term. To generate growth in this greatly saturated market, however, brands can show commitment to sustainable initiatives through tangible product claims and transparent product life cycles.

Preference for short ingredients greatly stems from rising health and sustainability concerns. Hence, concepts that align with these priorities will keep consumers engaged, as becomes evident from our Germany hard surface care report.

Read on to discover more details or take a look at all of our German Detergents and Cleaning Products Market Research.

Quickly Understand

  • The short-, medium- and long-term impact of inflation and supply chain issues on toilet/hard surface care.
  • Purchasing responsibilities and usage of toilet/hard surface care.
  • Purchasing interest in toilet/hard surface care products surrounding local materials, formulations and packaging.
  • Behaviours and attitudes towards toilet/hard surface care, including importance of product performance and home hygiene, purchasing channels and eco-friendly concepts.
  • Launch activity and innovation opportunities.

Covered in this Report

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

Brands: Heitmann, Soganics, Henkel (WC Frisch), Domestos, WC Ente, Frosch, Sagrotan, Bref, and more.

Expert Analysis from a Specialist in the Field

This report, written by Hannah Sandow, a leading analyst in the Health and Wellbeing sector, delivers in-depth commentary and analysis to highlight current trends in the Toilet Care Market in Germany and add expert context to the numbers.

Cushioned by the needs-driven nature of the market, brands can count on continued consumer reach in times of inflation and focus on embracing circular supply chains from local materials.

Hannah Sandow
Hannah Sandow
Senior Health & Wellbeing Analyst

Table of Contents

  1. EXECUTIVE SUMMARY

    • Key issues covered in this Report
    • Market context
    • Mintel predicts
    • Opportunities
    • The competitive landscape
    • Graph 1: brand value shares in toilet care, top five, 2020-21
    • Graph 2: brand value shares in hard surface care, top five, 2020-21
  2. MARKET DRIVERS

    • The German economy
    • Graph 3: key economic data, in real terms, 2019-23
    • Graph 4: change in financial situation since the start of the COVID-19 outbreak, 2021-22*
    • Demographic change
    • Graph 5: households and projected household, by type of household, 2000-40
    • Graph 6: average living space per flat and per capita, 2000-20
    • Health & wellbeing
    • Sustainability & climate change
    • Graph 7: used sales packaging collected from private consumers, by type of material, 2018-20
  3. WHAT CONSUMERS WANT AND WHY

    • Cleaning and buying responsibilities
    • Graph 8: purchasing responsibilities for toilet and hard surface care, 2020-22
    • Graph 9: cleaning responsibilities for hard surfaces and toilets, by gender and age, 2022
    • Usage of toilet care products
    • Graph 10: usage of toilet care and cleaning products, 2020-22
    • Usage of hard surface care products
    • Graph 11: usage of hard surface cleaning and care product types, 2021-22
    • Graph 12: repertoire of usage of hard surface care types, by generation, 2022
    • Graph 13: usage of hard surface cleaning and care formula – NET, by generation, 2022
    • Graph 14: usage of hard surface cleaning and care formulas, by room, 2022
    • Purchasing interest for toilet and hard surface cleaning products
    • Graph 15: purchasing interest for toilet and hard surface care products, 2022
    • Behaviours around toilet and hard surface care products
    • Graph 16: behaviours around toilet and hard surface care products, 2021
    • Attitudes towards toilet and hard surface cleaning products and brands
    • Graph 17: attitudes towards toilet and hard surface cleaning products and brands, 2021
    • Graph 18: agreement with “Solid formats (eg soap bars, cleaning tabs) are more convenient than liquid ones”, by age, 2022
  4. LAUNCH ACTIVITY AND INNOVATION

    • Toilet care
    • Graph 19: NPD in toilet care, by sub-category, 2017-22
    • Graph 20: NPD in toilet care, by launch type, 2019-22
    • Graph 21: NPD in toilet care, by top 10 leading claims
    • Graph 22: NPD in toilet care, by leading ultimate company, 2019-22
    • Hard surface care
    • Graph 23: NPD in hard surface care, by sub-category, 2017-22
    • Graph 24: NPD in hard surface care, by primary packaging material, 2019- 22
    • Graph 25: NPD in hard surface care, by launch type, 2019-22
    • Graph 26: NPD in hard surface care, by top 10 leading claims, 2019-22
    • Graph 27: private label NPD in hard surface care, by top 5 leading companies, 2019-22
    • Graph 28: branded NPD in hard surface care, by top 5 leading companies, 2019-22
    • Advertising and marketing activity
  5. MARKET SHARE

    • Toilet care
    • Hard surface care
  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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