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Description

Description

Building rapport with men, holistically innovating with green products and leveraging population dynamics will drive future growth for household care brands.

Dr. Christina Wessels, Research Analyst – Household & Leisure

EXECUTIVE SUMMARY

  • Market context
  • Mintel predicts
  • What consumers want, and why
  • Opportunities
  • The competitive landscape
  • Marketing mix

MARKET DRIVERS

WHAT CONSUMERS WANT, AND WHY

  • Behaviour around COVID-19
  • Cleaning and buying responsibility
  • Usage of toilet care and hard surface cleaning products
  • Cleaning frequency
  • Behaviors around toilet and hard surface care formulations
  • Attitudes towards toilet and hard surface cleaning and care

LAUNCH ACTIVITY AND INNOVATION

  • Advertising and marketing activity

MARKET SHARE

MARKET SEGMENTATION, SIZE AND FORECAST

APPENDIX

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

What's included

What's included

Table of contents

Table of contents

  1. Executive summary

    • Market context
    • [Graph] Germany: unattached people in one-person households by gender and age, in thousands, 2018
    • Mintel predicts
    • What consumers want, and why
    • [Graph] Germany: formulas used for hard surface cleaning products in the last six months, January 2020
    • [Graph] Germany: products used to keep toilet fresh and clean in the last six months, January 2020
    • [Graph] Germany: usage of selected hard surface cleaning products, by age and gender, January 2020
    • [Graph] Germany: behaviours towards toilet and hard surface cleaning and care products, January 2020
    • [Graph] Germany: attitudes towards toilet and hard surface care, January 2020
    • Opportunities
    • The competitive landscape
    • Marketing mix
  2. market drivers

    • [Graph] Germany: "How worried are you about the risk of being exposed to the Coronavirus (also known as COVID-19)?", March 3-16, 2020
    • [Graph] Germany: "To what extent are you worried about how the outbreak might affect your lifestyle?", March 3-16, 2020
    • [Graph] Germany: % change in GDP from previous quarter, 2015-19
    • [Graph] Germany: share of maximum adult population projections, by age group, 2020-30
    • [Graph] Germany: share of households by size, 1991 and 2018
    • [Graph] Germany: unattached people in one-person households, by age and gender, in thousands, 2018
  3. What consumers want, and why

    • Behaviour around COVID-19
    • [Graph] Germany: "Have you or your family made any changes as a result of the COVID-19/Coronavirus outbreak?", March 2020*
    • Cleaning and buying responsibility
    • [Graph] Germany: responsibility for cleaning surfaces, including toilets, by gender, January 2020
    • [Graph] Germany: responsibility for buying surface-cleaning products, including toilet cleaners, by gender, January 2020
    • [Graph] Germany: responsibility for cleaning surfaces, including toilets, by age and gender, January 2020
    • [Graph] Germany: responsibility for cleaning surfaces, including toilets, by parental status, January 2020
    • Usage of toilet care and hard surface cleaning products
    • [Graph] Germany: products used to keep toilet fresh and clean in the last six months, January 2020
    • [Graph] Germany: formulas used for hard surface cleaning products in the last six months, January 2020
    • [Graph] Germany: types of hard surface cleaning products used in the last six months, January 2020
    • [Graph] Germany: hard surface cleaner wipes usage, by age of children in the home, January 2020
    • [Graph] Germany: usage of selected hard surface cleaning products, by age and gender, January 2020
    • Cleaning frequency
    • [Graph] Germany: average cleaning frequency, January 2020
    • Behaviors around toilet and hard surface care formulations
    • [Graph] Germany: behaviours towards toilet and hard surface cleaning and care products, January 2020
    • [Graph] Germany: % who prefer to use products that require less or no water to clean, by age and gender, January 2020
    • [Graph] Germany: % who like to try new scents of cleaning products, by gender and age, January 2020
    • [Graph] Germany: top three preferred scent types, by age and gender, September 2019
    • Attitudes towards toilet and hard surface cleaning and care
    • [Graph] Germany: attitudes towards toilet and hard surface care, January 2020
    • [Graph] Germany: attitudes towards toilet and hard surface care, by always reading usage instructions on pack, January 2020
    • [Graph] Germany: usage of hard surface cleaning products, by attitudes towards toilet and hard surface care, January 2020
  4. Launch activity and innovation

    • [Graph] Germany: toilet care NPD, by subcategory, 2015-19
    • [Graph] Germany: NPD in toilet care, by leading claims, 2017-19
    • [Graph] Germany: most appealing on-pack claims when buying household care products, 2019
    • [Graph] Germany: share of NPD in toilet care, by launch type, 2015-19
    • [Graph] Germany: NPD in toilet care, by top 10 fragrance component groups, 2019
    • [Graph] Germany: NPD in hard surface care, by subcategory, 2015-19
    • [Graph] Germany: NPD in hard surface care, by leading claims, 2017-19
    • [Graph] Germany: NPD in hard surface care, by launch type, 2015-19
    • [Graph] Germany: NPD in hard surface care, by top 10 fragrance component groups, 2019
    • [Graph] Germany: NPD in hard surface care, by top 10 companies, 2019
    • [Graph] Germany: NPD in toilet care, by top 10 companies, 2019
    • Advertising and marketing activity
  5. Market share

    • market segmentation, size and forecast

      • Appendix

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

      This report will give you a complete 360-degree view of your market. Rooted in robust proprietary and high-quality third-party data, our local experts then put that data into context and you’ll understand:

      • 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.

      Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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