LAUNDRY CARE IN GERMANY

Euromonitor International

February 2019

LIST OF CONTENTS AND TABLES

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 1 Household Possession of Washing Machines 2013-2018

Category Data

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

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

Table 4 Sales of Laundry Aids by Category: Value 2013-2018

Table 5 Sales of Laundry Aids by Category: % Value Growth 2013-2018

Table 6 Sales of Laundry Detergents by Category: Value 2013-2018

Table 7 Sales of Laundry Detergents by Category: % Value Growth 2013-2018

Table 8 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2013-2018

Table 9 NBO Company Shares of Laundry Care: % Value 2014-2018

Table 10 LBN Brand Shares of Laundry Care: % Value 2015-2018

Table 11 NBO Company Shares of Laundry Aids: % Value 2014-2018

Table 12 LBN Brand Shares of Laundry Aids: % Value 2015-2018

Table 13 NBO Company Shares of Laundry Detergents: % Value 2014-2018

Table 14 LBN Brand Shares of Laundry Detergents: % Value 2015-2018

Table 15 Forecast Sales of Laundry Care by Category: Value 2018-2023

Table 16 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

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 17 Households 2013-2018

Market Data

Table 18 Sales of Home Care by Category: Value 2013-2018

Table 19 Sales of Home Care by Category: % Value Growth 2013-2018

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

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

Table 22 Penetration of Private Label in Home Care by Category: % Value 2013-2018

Table 23 Distribution of Home Care by Format: % Value 2013-2018

Table 24 Distribution of Home Care by Format and Category: % Value 2018

Table 25 Forecast Sales of Home Care by Category: Value 2018-2023

Table 26 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

Sources

Summary 1 Research Sources

For many German consumers, maintaining a smart appearance including fresh, cared-for apparel matching their own styles is fairly important. They like to express their personalities through their outfits or simply enjoy clothes that fit, are comfortable and durable, depending on the occasion. As a result, products that care for and preserve various different fabrics, colours and styles remained high in demand in 2018. Nevertheless, current value sales of laundry care were dampened by the high lev...

Euromonitor International's Laundry Care in Germany market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2023 illustrate how the market is set to change.

Product coverage: Carpet Cleaners, Fabric Softeners, Laundry Aids, Laundry Detergents.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Laundry Care market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.