Home Care in Germany

TABLE OF CONTENTS

List Of Contents And Tables

Executive Summary

Growth in Home Care as Incomes and Confidence Are on the Rise

Key Data Insights

Key Industry Trends

CHART 1 Key Industry Trends for Home Care

Industry Performance

Laundry Care Dominates Sales with Established Consumer Habits

Sustainability Drives Evolving Product Formats

CHART 2 Dr Beckmann Expands its Product Range

Sustainability Also Evident in Ingredients and Packaging

CHART 3 Toilet Tapes Offers Sustainable Alternative

CHART 4 Value Sales of Home Care 2020-2030

CHART 5 Volume Sales of Home Care 2020-2030

CHART 6 Value Sales of Home Care by Category 2025

What's Next?

Laundry Care Will Maintain Its Dominance, but Home Insecticides Set to See the Strongest Rise

Sustainability Expected to Drive Innovation and Growth

CHART 7 Analyst Insight for Home Care

Digital and Demand for Convenience to Reshape Home Care

CHART 8 Forecast Value Sales of Home Care 2020-2030

CHART 9 Forecast Value Sales of Home Care by Category 2025-2030

Competitive Landscape

Henkel and Procter & Gamble Maintain Their Leading Positions

Everdrop Turns Sustainability into Brand Strategy with Success

CHART 10 Everdrop Turns Sustainability Into Brand Strategy

CHART 11 Company Shares of Home Care 2025

CHART 12 Brand Shares of Home Care 2025

Channels

Health and Beauty Specialists Leads, Closely Followed by Discounters

Retail E-Commerce Gains Traction with Convenience and Variety

CHART 13 Retail Channels for Home Care 2020-2025

Economic Context

CHART 14 Economic Context for Home Care

CHART 15 Real Gdp Growth 2020-2030

CHART 16 Inflation 2020-2030

Consumer Context

CHART 17 Population 2020-2030

CHART 18 Consumer Expenditure 2020-2030

CHART 19 Population by Generation 2025

Country Reports Disclaimer

LAUNDRY CARE IN GERMANY

• Key Data Insights
• 2025 Developments
• Dr Beckmann Drives Innovation in Product Formats with Sustainable Fabric Softener Sheets
• Key Industry Trends
• CHART 20 Key Industry Trends for Laundry Care
• Industry Performance
• CHART 21 Dr Beckmann Expands its Product Range
• Laundry Detergents Dominates, While Fabric Softeners Sees the Most Dynamic Growth
• Products Suitable for Quick Wash Valued in Consumers' Busy Lives
• CHART 22 Dr Beckmann Offers Quick Wash Innovation
• CHART 23 Value Sales of Laundry Care 2020-2030
• CHART 24 Volume Sales of Laundry Care 2020-2030
• CHART 25 Value Sales of Laundry Care by Category 2025
• What's Next?
• Growth Set to Continue, with Sustainability One Factor Driving Growth
• Laundry Detergents Forecast to Remain the Largest Category
• CHART 26 Analyst Insight for Laundry Care
• Innovation in Fabric Softeners and Laundry Aids
• CHART 27 Forecast Value Sales of Laundry Care 2020-2030
• CHART 28 Forecast Value Sales of Laundry Care by Category 2025-2030

Competitive Landscape

• Henkel and Procter & Gamble Compete at the Top
• CHART 29 Company Shares of Laundry Care 2025
• CHART 30 Brand Shares of Laundry Care 2025
• Channels
• Health and Beauty Specialists Leads Laundry Care Distribution
• CHART 31 Retail Channels for Laundry Care 2020-2025
• Economic Context
• CHART 32 Economic Context for Laundry Care
• CHART 33 Real Gdp Growth 2020-2030
• CHART 34 Inflation 2020-2030
• Consumer Context
• CHART 35 Consumer Context for Laundry Care
• CHART 36 Population 2020-2030
• CHART 37 Consumer Expenditure 2020-2030
• CHART 38 Population by Generation 2025
• Country Reports Disclaimer

DISHWASHING IN GERMANY

• Key Data Insights
• 2025 Developments
• Evolution of Product Formats Towards Tablets and Pods for Convenience
• Key Industry Trends
• CHART 39 Key Industry Trends for Dishwashing
• Industry Performance
• Both Hand and Automatic Dishwashing See Growth as Consumers Demand Effective Cleaning Solutions
• CHART 40 Private Label Denkmit Strengthens its Range
• CHART 41 Value Sales of Dishwashing 2020-2030
• CHART 42 Volume Sales of Dishwashing 2020-2030
• CHART 43 Value Sales of Dishwashing by Category 2025
• What's Next?
• Automatic Dishwashing to Remain Dominant, but Both Categories Set to See Growth
• Sustainable and Efficient Products Expected to Drive Future Growth
• CHART 44 Analyst Insight for Dishwashing
• Private Label Will Remain Important in Dishwashing
• CHART 45 Forecast Value Sales of Dishwashing 2020-2030
• CHART 46 Forecast Value Sales of Dishwashing by Category 2025-2030

Competitive Landscape

• Henkel Leads through Innovation and Sustainability
• Multifunctional Private Label Products Popular in Dishwashing
• CHART 47 Investing in Multifunctionality is a Key Focus for Private Label
• Opportunities for Players in Both Hand Dishwashing and Automatic Dishwashing
• CHART 48 Company Shares of Dishwashing 2025
• CHART 49 Brand Shares of Dishwashing 2025
• Channels
• Discounters Leads Distribution through Value and Private Label Offerings
• Steady Growth in E-Commerce Due to Convenience and Competitive Prices
• CHART 50 Retail Channels of Dishwashing 2020-2025
• Economic Context
• CHART 51 Economic Context for Dishwashing
• CHART 52 Real Gdp Growth 2020-2030
• CHART 53 Inflation 2020-2030
• Consumer Context
• CHART 54 Consumer Context for Dishwashing
• CHART 55 Population 2020-2030
• CHART 56 Consumer Expenditure 2020-2030
• CHART 57 Population by Generation 2025
• Country Reports Disclaimer

SURFACE CARE IN GERMANY

• Key Data Insights
• 2025 Developments
• Sales Rise, with Speed, Efficacy, and Versatility Important Drivers of Growth
• Key Industry Trends
• CHART 58 Key Industry Trends for Surface Care
• Industry Performance
• Evolving Product Formats Drive Growth with an Emphasis on Eco-Friendly Formats and Packaging
• CHART 59 Dr Beckmann Expands its Range
• Sustainability Influences Consumer Preferences
• CHART 60 Value Sales of Surface Care 2020-2030
• CHART 61 Volume Sales of Surface Care 2020-2030
• CHART 62 Value Sales of Surface Care by Category 2025
• What's Next?
• Consumers Will Drive Demand for Effective, Safe Solutions
• Multi-Purpose Cleaners Expected to Take the Lead in Value Terms
• Sustainability Expected to Remain a Key Growth Driver
• CHART 63 Forecast Value Sales of Surface Care by Category 2025-2030

Competitive Landscape

• Procter & Gamble and Reckitt Benckiser Lead with Strong Brand Portfolios
• Private Label and Direct-To-Consumer Brands Disrupt Traditional Brands
• CHART 64 Everdrop Turns Sustainability into Brand Strategy
• CHART 65 Company Shares of Surface Care 2025
• CHART 66 Brand Shares of Surface Care 2025
• Channels
• Discounters Leads Surface Care Sales with Value Offerings
• Retail E-Commerce Gains Traction with Convenience and Eco-Friendly Options
• CHART 67 Retail Channels of Surface Care 2020-2025
• Economic Context
• CHART 68 Economic Context for Surface Care
• CHART 69 Real Gdp Growth 2020-2030
• CHART 70 Inflation 2020-2030
• Consumer Context
• CHART 71 Consumer Context for Surface Care
• CHART 72 Population 2020-2030
• CHART 73 Consumer Expenditure 2020-2030
• CHART 74 Population by Generation 2025
• Country Reports Disclaimer

BLEACH IN GERMANY

• Key Data Insights
• 2025 Developments
• Increasing Value Sales, as Volumes Rise and Raw Materials Costs Increase
• Key Industry Trends
• CHART 75 Key Industry Trends for Bleach
• Industry Performance
• Oxygen-Based Products and Large Pack Sizes Gain Traction Due to Safety and Sustainability
• CHART 76 s a Significant Year for Sustainable Packaging
• CHART 77 Value Sales of Bleach 2020-2030
• CHART 78 Volume Sales 2020-2030
• What's Next?
• Shifting Consumer Preference Set to Drive Demand for Oxygen Bleach
• Private Label Products to Maintain a Competitive Edge through Pricing
• Sustainability to Drive Innovation and Market Dynamics
• CHART 79 Forecast Value Sales of Bleach 2020-2030

Competitive Landscape

• Colgate-Palmolive Maintains Its Lead with Dan Klorix
• CHART 80 Company Shares of Bleach 2025
• CHART 81 Brand Shares of Bleach 2025
• Channels
• Discounters and Health and Beauty Specialists Lead Sales
• Retail E-Commerce Plays a Marginal Role in Sales of Bleach
• CHART 82 Retail Channels 2020-2025
• Economic Context
• CHART 83 Economic Context for Bleach
• CHART 84 Real Gdp Growth 2020-2030
• CHART 85 Inflation 2020-2030
• Consumer Context
• CHART 86 Consumer Context for Bleach
• CHART 87 Population 2020-2030
• CHART 88 Consumer Expenditure 2020-2030
• CHART 89 Population by Generation 2025
• Country Reports Disclaimer

TOILET CARE IN GERMANY

• Key Data Insights
• 2025 Developments
• Volume Stability and Value Growth Driven by Sustainable and Premium Products
• Key Industry Trends
• CHART 90 Key Industry Trends for Toilet Care
• Industry Performance
• Rim Blocks Dominates Value Sales, but Toilet Care Tablets/Powders Shows Higher Growth
• CHART 91 Private Label Innovation Continues
• CHART 92 Value Sales of Toilet Care 2020-2030
• CHART 93 Volume Sales of Toilet Care 2020-2030
• CHART 94 Value Sales of Toilet Care by Category 2025
• What's Next?
• Rising Incomes and Premiumisation Expected to Drive Value Growth
• Rim Blocks Expected to Remain Dominant and See Solid Growth
• Innovation and Sustainability to Shape the Future of Toilet Care
• CHART 95 Forecast Value Sales of Toilet Care 2020-2030
• CHART 96 Forecast Value Sales of Toilet Care by Category 2025-2030

Competitive Landscape

• Henkel Maintains Its Lead with Innovative Toilet Care Products
• Private Label Disruption Shapes the Competitive Landscape
• CHART 97 Company Shares of Toilet Care 2025
• CHART 98 Brand Shares of Toilet Care 2025
• Channels
• Health and Beauty Specialists Leads Toilet Care Sales with Convenience
• Retail E-Commerce Gains Traction with Convenience-Driven Online Platforms
• CHART 99 Retail Channels 2020-2025
• Economic Context
• CHART 100 Economic Context for Toilet Care
• CHART 101 Real Gdp Growth 2020-2030
• CHART 102 Inflation 2020-2030
• Consumer Context
• CHART 103 Consumer Context for Toilet Care
• CHART 104 Population 2020-2030
• CHART 105 Consumer Expenditure 2020-2030
• CHART 106 Population by Generation 2025
• Country Reports Disclaimer

POLISHES IN GERMANY

• Key Data Insights
• 2025 Developments
• Rising Unit Prices and Improved Products Drive Value Growth
• Key Industry Trends
• CHART 107 Key Indutry Trends for Polishes
• Industry Performance
• Multifunctionality and Smart Packaging Drive Innovation and Growth
• Shoe Polish Sees Solid Volume Growth, Driven by Grooming Trend
• CHART 108 Werner & Mertz Focuses on Formula Improvement
• CHART 109 Value Sales of Polishes 2020-2030
• CHART 110 Volume Sales of Polishes 2020-2030
• CHART 111 Value Sales of Polishes by Category 2025
• What's Next?
• Rising Demand for Eco-Friendly Products Expected to Drive Innovation
• Shoe Polish to Remain Resilient
• Challenges From Newer Products and Changing Consumer Preferences
• CHART 112 Forecast Value Sales of Polishes 2020-2030
• CHART 113 Forecast Value Sales of Polishes by Category 2025-2030

Competitive Landscape

• Leading Companies Maintain Strength through Innovation
• CHART 114 Company Shares of Polishes 2025
• CHART 115 Brand Shares 2025
• Channels
• Health and Beauty Specialists Leads Polishes Distribution, but Retail E-Commerce Grows
• CHART 116 Retail Channels of Polishes 2020-2025
• Economic Context
• CHART 117 Economic Context for Polishes
• CHART 118 Real Gdp Growth 2020-2030
• CHART 119 Inflation 2020-2030
• Consumer Context
• CHART 120 Consumer Context for Polishes
• CHART 121 Population 2020-2030
• CHART 122 Consumer Expenditure 2020-2030
• CHART 123 Population by Generation 2025
• Country Reports Disclaimer

AIR CARE IN GERMANY

• Key Data Insights
• 2025 Developments
• Premium Air Care Products Drive Growth
• Key Industry Trends
• CHART 124 Key Industry Trends for Air Care
• Industry Performance
• CHART 125 Reckitt Benckiser Continues to Innovate
• Spray/Aerosol Air Fresheners Leads, but Car Air Fresheners Sees the Highest Growth
• CHART 126 Essential Oils and Allergen-Free Scents More Popular
• Sustainability Contributes to Innovation and Growth in Air Care
• CHART 127 Value Sales of Air Care 2020-2030
• CHART 128 Volume Sales of Air Care 2020-2030
• CHART 129 Value Sales of Air Care by Category 2025
• What's Next?
• Growth Expected to Be Driven by Premium and Smart Demands
• CHART 130 Analyst Insight for Air Care
• Spray/Aerosol Air Fresheners Will Maintain Its Lead, but May Face Challenges
• Sustainablity, Design, and Fragrance Personalisation Will Be Important
• CHART 131 Forecast Value Sales of Air Care 2020-2030
• CHART 132 Forecast Value Sales of Air Care by Category 2025-2030

Competitive Landscape

• Reckitt Benckiser and Sc Johnson Maintain the Leading Positions
• Private Label Sees Solid Growth in 2025 as Inflation Impacts Purchasing Behaviour
• CHART 133 Company Shares of Air Care 2025
• CHART 134 Brand Shares of Air Care 2025
• Channels
• Retail E-Commerce Leads Air Care as Consumers Value Convenience
• Offline Channels Still Account for Notable Shares, with Discounters Rising
• Growth Potential for Retail E-Commerce in the Forecast Period
• CHART 135 Retail Channels of Air Care 2020-2025
• Economic Context
• CHART 136 Economic Context for Air Care
• CHART 137 Real Gdp Growth 2020-2030
• CHART 138 Inflation 2020-2030
• Consumer Context
• CHART 139 Consumer Context for Air Care
• CHART 140 Population 2020-2030
• CHART 141 Consumer Expenditure 2020-2030
• CHART 142 Population by Generation 2025
• Country Reports Disclaimer

HOME INSECTICIDES IN GERMANY

• Key Data Insights
• 2025 Developments
• Regulatory Change Drives Cautious Growth in Sales of Insecticides
• Key Industry Trends
• CHART 143 Key Industry Trends of Home Insecticides
• Industry Performance
• CHART 144 Raid Launches New Regulation Compliant Products
• Insecticide Baits Leads Growth, and Spray/Aerosol Insecticides Remain Popular
• CHART 145 Value Sales of Home Insecticides 2020-2030
• CHART 146 Volume Sales of Home Insecticides 2020-2030
• CHART 147 Value Sales of Home Insecticides by Category 2025
• What's Next?
• Regulatory Changes Expected to Continue to Impact Home Insecticides
• Electric Insecticides to Lead Growth Due to Ease of Use
• Regulatory Compliance and Innovation Will Shape Future Market Landscape
• CHART 148 Forecast Value Sales of Home Insecticides 2020-2030
• CHART 149 Forecast Value Sales of Home Insecticides by Category 2025-2030

Competitive Landscape

• Aeroxon and Evergreen Maintain Dominance through Effective Products
• Regulatory Changes and Innovation to Drive Future Growth Opportunities
• CHART 150 Company Shares of Home Insecticides 2025
• CHART 151 Brand Shares of Home Insecticides 2025
• Channels
• Retail E-Commerce Drives Sales with Convenience and Compliance
• CHART 152 Retail Channels of Home Insecticides 2020-2025
• Economic Context
• CHART 153 Economic Context for Home Insecticides
• CHART 154 Real Gdp Growth 2020-2030
• CHART 155 Inflation 2020-2030
• Consumer Context
• CHART 156 Consumer Context for Home Insecticides
• CHART 157 Population 2020-2030
• CHART 158 Consumer Expenditure 2020-2030
• CHART 159 Population by Generation 2025
• Country Reports Disclaimer