Table of Content

Home Care in Germany
Euromonitor International
May 2021

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
COVID-19 impact on home care
COVID-19 country impact
Company response
Retailing shift
What next for home care?
CHART 1 Home Care Value Sales Growth Scenarios: 2018-2025
CHART 2 Home Care Impact of Drivers on Value Sales: 2018-2025
MARKET INDICATORS
Table 1 Households 2015-2020
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2015-2020
Table 3 Sales of Home Care by Category: % Value Growth 2015-2020
Table 4 NBO Company Shares of Home Care: % Value 2016-2020
Table 5 LBN Brand Shares of Home Care: % Value 2017-2020
Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020
Table 7 Distribution of Home Care by Format: % Value 2015-2020
Table 8 Distribution of Home Care by Format and Category: % Value 2020
Table 9 Forecast Sales of Home Care by Category: Value 2020-2025
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources
KEY DATA FINDINGS
2020 IMPACT
Sanitising and disinfection aspects become key within laundry care in 2020
Consumers’ increasing health concerns drive growth of laundry sanitiser
COVID-19 intensifies the sustainability dilemma within laundry care
RECOVERY AND OPPORTUNITIES
Value growth prospects to remain limited due to price erosion
Fiercer competition among top brands expected over the coming years
Can green brands and sustainability regain momentum?
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2015-2020
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2015-2020
Table 13 Sales of Laundry Care by Category: % Value Growth 2015-2020
Table 14 Sales of Laundry Aids by Category: Value 2015-2020
Table 15 Sales of Laundry Aids by Category: % Value Growth 2015-2020
Table 16 Sales of Laundry Detergents by Category: Value 2015-2020
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2015-2020
Table 18 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2015-2020
Table 19 NBO Company Shares of Laundry Care: % Value 2016-2020
Table 20 LBN Brand Shares of Laundry Care: % Value 2017-2020
Table 21 NBO Company Shares of Laundry Aids: % Value 2016-2020
Table 22 LBN Brand Shares of Laundry Aids: % Value 2017-2020
Table 23 NBO Company Shares of Laundry Detergents: % Value 2016-2020
Table 24 LBN Brand Shares of Laundry Detergents: % Value 2017-2020
Table 25 Forecast Sales of Laundry Care by Category: Value 2020-2025
Table 26 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Home seclusion trend propels dishwashing’s stronger performance in 2020
Local start-up Everdrop launches in Germany with D2C products
Convenience and sustainability remain relevant within dishwashing
RECOVERY AND OPPORTUNITIES
Further flexible working could contribute to ongoing growth for dishwashing
Green launches could partially offset declining unit price trend
E-commerce to increase share in dishwashing
CATEGORY INDICATORS
Table 27 Household Possession of Dishwashers 2015-2020
CATEGORY DATA
Table 28 Sales of Dishwashing by Category: Value 2015-2020
Table 29 Sales of Dishwashing by Category: % Value Growth 2015-2020
Table 30 NBO Company Shares of Dishwashing: % Value 2016-2020
Table 31 LBN Brand Shares of Dishwashing: % Value 2017-2020
Table 32 Forecast Sales of Dishwashing by Category: Value 2020-2025
Table 33 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Demand for surface care soars due to the pandemic
From home care disinfectants to impregnated wet wipes, consumers focus on stringent cleaning routines
Grocery retailers and e-commerce benefit
RECOVERY AND OPPORTUNITIES
Hygiene and home health will support further growth in surface care
Shift in consumer behaviour expected – even beyond the pandemic
Falling prices inevitable
CATEGORY DATA
Table 34 Sales of Surface Care by Category: Value 2015-2020
Table 35 Sales of Surface Care by Category: % Value Growth 2015-2020
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020
Table 37 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020
Table 38 NBO Company Shares of Surface Care: % Value 2016-2020
Table 39 LBN Brand Shares of Surface Care: % Value 2017-2020
Table 40 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2020
Table 41 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2020
Table 42 Forecast Sales of Surface Care by Category: Value 2020-2025
Table 43 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Bleach continues to suffer from competition from other products
Product availability remains limited given its niche purpose in Germany
Health and environmental concerns continue to be obstacles
RECOVERY AND OPPORTUNITIES
No stopping the decline for bleach
Product availability and innovation to wane further
Stronger competition from surface care expected
CATEGORY DATA
Table 44 Sales of Bleach: Value 2015-2020
Table 45 Sales of Bleach: % Value Growth 2015-2020
Table 46 NBO Company Shares of Bleach: % Value 2016-2020
Table 47 LBN Brand Shares of Bleach: % Value 2017-2020
Table 48 Forecast Sales of Bleach: Value 2020-2025
Table 49 Forecast Sales of Bleach: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Home seclusion supports stable demand for toilet care in 2020
ITBs increasing in popularity while toilet liquids/foam remains popular due to greater affordability
Sustainability less relevant during COVID-19 for toilet care purposes
RECOVERY AND OPPORTUNITIES
Further time spent at home will ensure sustained growth for toilet care
Rim blocks an area for further innovation
Sustainability will be back on manufacturers’ agendas
CATEGORY DATA
Table 50 Sales of Toilet Care by Category: Value 2015-2020
Table 51 Sales of Toilet Care by Category: % Value Growth 2015-2020
Table 52 NBO Company Shares of Toilet Care: % Value 2016-2020
Table 53 LBN Brand Shares of Toilet Care: % Value 2017-2020
Table 54 Forecast Sales of Toilet Care by Category: Value 2020-2025
Table 55 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Despite lockdown demand for polishes continues to decline
Surface care continues to cannibalise sales of polishes
Athleisure trend and more casual workplace environment work against shoe polishes
RECOVERY AND OPPORTUNITIES
Declines for polishes to continue
No further innovation from manufacturers expected
Convenient substitutes will limit need for floor polish
CATEGORY DATA
Table 56 Sales of Polishes by Category: Value 2015-2020
Table 57 Sales of Polishes by Category: % Value Growth 2015-2020
Table 58 NBO Company Shares of Polishes: % Value 2016-2020
Table 59 LBN Brand Shares of Polishes: % Value 2017-2020
Table 60 Forecast Sales of Polishes by Category: Value 2020-2025
Table 61 Forecast Sales of Polishes by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Marginal benefit of home seclusion trend on air care sales in 2020
Big brands strengthen hold during pandemic
Car air fresheners experienced further declines in 2020
RECOVERY AND OPPORTUNITIES
Clean air at home will become increasingly relevant over forecast period
Clean air at home can open room for collaboration with appliance manufacturers
Premiumisation will drive growth in upcoming years
CATEGORY DATA
Table 62 Sales of Air Care by Category: Value 2015-2020
Table 63 Sales of Air Care by Category: % Value Growth 2015-2020
Table 64 Sales of Air Care by Fragrance: Value Ranking 2018-2020
Table 65 NBO Company Shares of Air Care: % Value 2016-2020
Table 66 LBN Brand Shares of Air Care: % Value 2017-2020
Table 67 Forecast Sales of Air Care by Category: Value 2020-2025
Table 68 Forecast Sales of Air Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Social distancing lowers demand for home insecticides
Natural ingredients on the rise
Aeroxon strengthens lead in consolidated environment
RECOVERY AND OPPORTUNITIES
Home insecticides will continue to be a concentrated category
Availability of green home insecticides expected to increase
Weather will remain important in determining demand
CATEGORY DATA
Table 69 Sales of Home Insecticides by Category: Value 2015-2020
Table 70 Sales of Home Insecticides by Category: % Value Growth 2015-2020
Table 71 Sales of Spray/Aerosol Insecticides by Type: % Value 2015-2020
Table 72 NBO Company Shares of Home Insecticides: % Value 2016-2020
Table 73 LBN Brand Shares of Home Insecticides: % Value 2017-2020
Table 74 Forecast Sales of Home Insecticides by Category: Value 2020-2025
Table 75 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025