Home Care in Germany

HOME CARE IN GERMANY

Euromonitor International

February 2019

LIST OF CONTENTS AND TABLES

Executive Summary

Contrasting Trends Fail To Prevent Stagnation in Home Care Sales

Home Care Serves Therapeutic Purpose Whilst Still Offering Convenience

Sophisticated Private Label Stiffens Competitive Environment

Concentrated Formulations, Multi-functionality and Sustainability As Key Themes

Technological Advances Serve As A Threat To Home Care Sales

Market Indicators

Table 1 Households 2013-2018

Market Data

Table 2 Sales of Home Care by Category: Value 2013-2018

Table 3 Sales of Home Care by Category: % Value Growth 2013-2018

Table 4 NBO Company Shares of Home Care: % Value 2014-2018

Table 5 LBN Brand Shares of Home Care: % Value 2015-2018

Table 6 Penetration of Private Label in Home Care by Category: % Value 2013-2018

Table 7 Distribution of Home Care by Format: % Value 2013-2018

Table 8 Distribution of Home Care by Format and Category: % Value 2018

Table 9 Forecast Sales of Home Care by Category: Value 2018-2023

Table 10 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

Sources

Summary 1 Research Sources

Headlines

Prospects

Cocooning and Homing Support High Sales of Air Care

Too Many Alternatives Limit Growth for Air Care

Other Air Care Remains Small But Innovative in Germany

Competitive Landscape

Strong Presence Supports SC Johnson

Innovation Drives Procter & Gamble

Private Label Adds Pressure

Category Data

Table 11 Sales of Air Care by Category: Value 2013-2018

Table 12 Sales of Air Care by Category: % Value Growth 2013-2018

Table 13 Sales of Air Care by Fragrance: Value Ranking 2013-2018

Table 14 NBO Company Shares of Air Care: % Value 2014-2018

Table 15 LBN Brand Shares of Air Care: % Value 2015-2018

Table 16 Forecast Sales of Air Care by Category: Value 2018-2023

Table 17 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Headlines

Prospects

Consumer Perception Further Dampens Sales of Bleach

Bleach Remains A Low Profile Niche Product

Too Many Alternatives Obstruct Potential for Growth

Competitive Landscape

Product's Standing Grants Colgate-Palmolive Secure Lead

Private Label Remains A Strong Presence

Category Data

Table 18 Sales of Bleach: Value 2013-2018

Table 19 Sales of Bleach: % Value Growth 2013-2018

Table 20 NBO Company Shares of Bleach: % Value 2014-2018

Table 21 LBN Brand Shares of Bleach: % Value 2015-2018

Table 22 Forecast Sales of Bleach: Value 2018-2023

Table 23 Forecast Sales of Bleach: % Value Growth 2018-2023

Headlines

Prospects

Societal Trends Support Sales of Dishwashing

Automatic Dishwashing Remains Key Driver

Hand Dishwashing Demand Remains Stable

Competitive Landscape

Henkel Retains Leadership With Innovations Including Sustainable Angle

Finish Continues To Lead Automatic Dishwashing and Also Targets Sustainability

Strong Private Label Presence Increases Pressure

Category Indicators

Table 24 Household Possession of Dishwashers 2013-2018

Category Data

Table 25 Sales of Dishwashing by Category: Value 2013-2018

Table 26 Sales of Dishwashing by Category: % Value Growth 2013-2018

Table 27 NBO Company Shares of Dishwashing: % Value 2014-2018

Table 28 LBN Brand Shares of Dishwashing: % Value 2015-2018

Table 29 Forecast Sales of Dishwashing by Category: Value 2018-2023

Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023

Headlines

Prospects

Change in Weather Unsupportive of Higher Sales

Negative Image of Home Insecticides Damages Sales

Less Toxic Solutions for Future Growth

Competitive Landscape

Large Product Selection and Penetration Support Scotts Celaflor

Spotless Exits Home Insecticides

Private Label on the Rise

Category Data

Table 31 Sales of Home Insecticides by Category: Value 2013-2018

Table 32 Sales of Home Insecticides by Category: % Value Growth 2013-2018

Table 33 Sales of Spray/Aerosol Insecticides by Type: % Value 2013-2018

Table 34 NBO Company Shares of Home Insecticides: % Value 2014-2018

Table 35 LBN Brand Shares of Home Insecticides: % Value 2015-2018

Table 36 Forecast Sales of Home Insecticides by Category: Value 2018-2023

Table 37 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023

Headlines

Prospects

Efficiency at Low Prices Ideal for Consumers But Challenging for Manufacturers

Convenience Instead of Simple Functionality To Maintain Sales

Lower Volume Sales Due To Concentration

Competitive Landscape

Henkel's Products Offer Specific Value

Unilever Scores With High Concentration

Private Label - Innovative, State of the Art and Lower in Price

Category Indicators

Table 38 Household Possession of Washing Machines 2013-2018

Category Data

Table 39 Sales of Laundry Care by Category: Value 2013-2018

Table 40 Sales of Laundry Care by Category: % Value Growth 2013-2018

Table 41 Sales of Laundry Aids by Category: Value 2013-2018

Table 42 Sales of Laundry Aids by Category: % Value Growth 2013-2018

Table 43 Sales of Laundry Detergents by Category: Value 2013-2018

Table 44 Sales of Laundry Detergents by Category: % Value Growth 2013-2018

Table 45 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2013-2018

Table 46 NBO Company Shares of Laundry Care: % Value 2014-2018

Table 47 LBN Brand Shares of Laundry Care: % Value 2015-2018

Table 48 NBO Company Shares of Laundry Aids: % Value 2014-2018

Table 49 LBN Brand Shares of Laundry Aids: % Value 2015-2018

Table 50 NBO Company Shares of Laundry Detergents: % Value 2014-2018

Table 51 LBN Brand Shares of Laundry Detergents: % Value 2015-2018

Table 52 Forecast Sales of Laundry Care by Category: Value 2018-2023

Table 53 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

Headlines

Prospects

Modern Lifestyles Relinquish Necessity for Polishes

Shoe Polish Continues To Lose Popularity

DIY Trends Negatively Impact Polishes

Competitive Landscape

Long Tradition Supports Position of Werner & Mertz

Shifts in Portfolios Reduce Polish Sales To Make Room for Profitable Products

Interchangeable Products Benefit Private Label

Category Data

Table 54 Sales of Polishes by Category: Value 2013-2018

Table 55 Sales of Polishes by Category: % Value Growth 2013-2018

Table 56 NBO Company Shares of Polishes: % Value 2014-2018

Table 57 LBN Brand Shares of Polishes: % Value 2015-2018

Table 58 Forecast Sales of Polishes by Category: Value 2018-2023

Table 59 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

Headlines

Prospects

Cleaning Habits Balance Sales

Technological Advances Threaten Surface Care's Growth

Free From Versus Antibacterial - Positive and Negative Effects on Sales

Competitive Landscape

Value Packs for Value Growth

Demand for Cleanliness Supports Sales of Sagrotan and Reckitt Benckiser

Challenging Competition Leads To Discontinuations

Category Data

Table 60 Sales of Surface Care by Category: Value 2013-2018

Table 61 Sales of Surface Care by Category: % Value Growth 2013-2018

Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2013-2018

Table 63 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2013-2018

Table 64 NBO Company Shares of Surface Care: % Value 2014-2018

Table 65 LBN Brand Shares of Surface Care: % Value 2015-2018

Table 66 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2018

Table 67 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2018

Table 68 Forecast Sales of Surface Care by Category: Value 2018-2023

Table 69 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Headlines

Prospects

Consumers' Attitudes Towards Toilet Cleaning Benefits Sales

the Scent of Clean Freshness - Itbs Drives Sales

Strong Marketing Activities With Advertisements Support Growth

Competitive Landscape

Innovation, Product Placement and Strong Positioning Secure Lead for Henkel

Green Toilets - Sustainable Brands Continue Growing in Demand

Duck Innovations: Wc-ente Supports SC Johnson's Success in Germany

Category Data

Table 70 Sales of Toilet Care by Category: Value 2013-2018

Table 71 Sales of Toilet Care by Category: % Value Growth 2013-2018

Table 72 NBO Company Shares of Toilet Care: % Value 2014-2018

Table 73 LBN Brand Shares of Toilet Care: % Value 2015-2018

Table 74 Forecast Sales of Toilet Care by Category: Value 2018-2023

Table 75 Forecast Sales of Toilet Care by Category: % Value Growth 2018-2023