ドイツのホームケアHome Care in Germany ドイツのホームケア製品は広く普及しており、その多くが家庭の必需品として日常的に使用されているため、伝統的に安定した市場環境となっている。しかし、2023年は、2022年以降西欧の主要市場全体に共通するイン... もっと見る
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サマリードイツのホームケア製品は広く普及しており、その多くが家庭の必需品として日常的に使用されているため、伝統的に安定した市場環境となっている。しかし、2023年は、2022年以降西欧の主要市場全体に共通するインフレと生活費危機の影響によって規定され続けた。インフレの継続的な影響により、ホームケアなどの生活必需品の価格は引き続き上昇し、現地の消費者は下取りや買い控えを余儀なくされた。この調査レポートはドイツのホームケア市場を分析・予測したEuromonitor Internationalの市場調査報告書です。最新の小売販売データ(過去の日付範囲)を提供しており、成長を牽引するセクターを特定することができます。主要企業、主要ブランドを特定し、新製品開発、パッケージイノベーション、経済/ライフスタイルの影響、流通、価格問題など、市場に影響を与える主要要因の戦略的分析を提供しています。2028年までの予測は、市場がどのように変化するかを示しています。 対象製品エアケア, 漂白剤, 食器洗い, 家庭用殺虫剤, ランドリーケア, ポリッシュ, 表面ケア, トイレケア. データ範囲:市場規模(過去と予測)、企業シェア、ブランドシェア、流通データ。 このレポートを購入する理由 * ホームケア市場の詳細な把握; * 成長分野を特定し、変化を促す要因を特定する; * 競争環境、市場の主要プレーヤー、主要ブランドを理解する; * 5年間の予測を用いて、市場がどのように発展するかを評価する。 ユーロモニター・インターナショナルは、市場調査レポート、ビジネス参考書、オンライン情報システムの出版において40年以上の経験を有しています。ロンドン、シカゴ、シンガポール、上海、ヴィリニュス、ドバイ、ケープタウン、サンティアゴ、シドニー、東京、バンガロールにオフィスを構え、世界中に800人以上のアナリストのネットワークを持つユーロモニター・インターナショナルは、情報に基づいた戦略立案を支援する信頼性の高い情報資源を開発する独自の能力を有しています。 目次Home Care in GermanyEuromonitor International April 2024 List Of Contents And Tables HOME CARE IN GERMANY EXECUTIVE SUMMARY Home care in 2023: The big picture 2023 key trends Competitive landscape Retailing developments What next for home care? MARKET INDICATORS Table 1 Households 2018-2023 MARKET DATA Table 2 Sales of Home Care by Category: Value 2018-2023 Table 3 Sales of Home Care by Category: % Value Growth 2018-2023 Table 4 NBO Company Shares of Home Care: % Value 2019-2023 Table 5 LBN Brand Shares of Home Care: % Value 2020-2023 Table 6 Penetration of Private Label in Home Care by Category: % Value 2018-2023 Table 7 Distribution of Home Care by Format: % Value 2018-2023 Table 8 Distribution of Home Care by Format and Category: % Value 2023 Table 9 Forecast Sales of Home Care by Category: Value 2023-2028 Table 10 Forecast Sales of Home Care by Category: % Value Growth 2023-2028 DISCLAIMER SOURCES Summary 1 Research Sources LAUNDRY CARE IN GERMANY KEY DATA FINDINGS 2023 DEVELOPMENTS Laundry care is largest home care category in Germany Price negotiations lead to Henkel’s weak performance in 2023 Demand for greater energy efficiency drives liquid laundry care formats PROSPECTS AND OPPORTUNITIES German consumers to further embrace liquid tablet detergents Traditional distribution channels to dominate, while e-commerce slowly grows Eco-friendly laundry care is expected to trend, despite inflationary consequences CATEGORY INDICATORS Table 11 Household Possession of Washing Machines 2018-2023 CATEGORY DATA Table 12 Sales of Laundry Care by Category: Value 2018-2023 Table 13 Sales of Laundry Care by Category: % Value Growth 2018-2023 Table 14 Sales of Laundry Aids by Category: Value 2018-2023 Table 15 Sales of Laundry Aids by Category: % Value Growth 2018-2023 Table 16 Sales of Laundry Detergents by Category: Value 2018-2023 Table 17 Sales of Laundry Detergents by Category: % Value Growth 2018-2023 Table 18 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2018-2023 Table 19 NBO Company Shares of Laundry Care: % Value 2019-2023 Table 20 LBN Brand Shares of Laundry Care: % Value 2020-2023 Table 21 NBO Company Shares of Laundry Aids: % Value 2019-2023 Table 22 LBN Brand Shares of Laundry Aids: % Value 2020-2023 Table 23 NBO Company Shares of Laundry Detergents: % Value 2019-2023 Table 24 LBN Brand Shares of Laundry Detergents: % Value 2020-2023 Table 25 Forecast Sales of Laundry Care by Category: Value 2023-2028 Table 26 Forecast Sales of Laundry Care by Category: % Value Growth 2023-2028 DISHWASHING IN GERMANY KEY DATA FINDINGS 2023 DEVELOPMENTS Dishwashing maintains value growth in 2023 despite marginal drop in demand Automatic dishwashing shifts demand away from hand dishwashing Demand for automatic dishwashing tablets emphasises convenience PROSPECTS AND OPPORTUNITIES Automatic dishwashing tablets to drive future category growth Sustainability to shape future market trends Possession rate of dishwashers on the rise, reducing hand dishwashing CATEGORY INDICATORS Table 27 Household Possession of Dishwashers 2017-2022 CATEGORY DATA Table 28 Sales of Dishwashing by Category: Value 2018-2023 Table 29 Sales of Dishwashing by Category: % Value Growth 2018-2023 Table 30 NBO Company Shares of Dishwashing: % Value 2019-2023 Table 31 LBN Brand Shares of Dishwashing: % Value 2020-2023 Table 32 Forecast Sales of Dishwashing by Category: Value 2023-2028 Table 33 Forecast Sales of Dishwashing by Category: % Value Growth 2023-2028 SURFACE CARE IN GERMANY KEY DATA FINDINGS 2023 DEVELOPMENTS Surface care value growth driven by further unit price rises in 2023 Interest in multi-purpose cleaners driven by demand for versatility Private label gains ground in task-specific cleaners but dominates all purpose cleaning wipes PROSPECTS AND OPPORTUNITIES Surface care to remain relevant over forecast period due to heightened hygiene awareness and habit persistence Multi-purpose cleaners to drive future growth Private label to further benefit from ongoing price sensitivity in 2024 CATEGORY DATA Table 34 Sales of Surface Care by Category: Value 2018-2023 Table 35 Sales of Surface Care by Category: % Value Growth 2018-2023 Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2018-2023 Table 37 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2018-2023 Table 38 NBO Company Shares of Surface Care: % Value 2019-2023 Table 39 LBN Brand Shares of Surface Care: % Value 2020-2023 Table 40 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2023 Table 41 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2023 Table 42 Forecast Sales of Surface Care by Category: Value 2023-2028 Table 43 Forecast Sales of Surface Care by Category: % Value Growth 2023-2028 BLEACH IN GERMANY KEY DATA FINDINGS 2023 DEVELOPMENTS Shift in consumer preferences leads to decline in bleach sales Dan Klorix continues to dominate bleach in Germany Gentle laundry care prevails, minimising reliance on bleach PROSPECTS AND OPPORTUNITIES Limited prospects for bleach amid popularity of multi-purpose cleaners Sustainability pressures to further challenge bleach sales Private label’s resilience and e-commerce opportunities to impact bleach CATEGORY DATA Table 44 Sales of Bleach: Value 2018-2023 Table 45 Sales of Bleach: % Value Growth 2018-2023 Table 46 NBO Company Shares of Bleach: % Value 2019-2023 Table 47 LBN Brand Shares of Bleach: % Value 2020-2023 Table 48 Forecast Sales of Bleach: Value 2023-2028 Table 49 Forecast Sales of Bleach: % Value Growth 2023-2028 TOILET CARE IN GERMANY KEY DATA FINDINGS 2023 DEVELOPMENTS “Sitzpinkler” phenomenon influences trends in German toilet care In-cistern devices decline in popularity due to modern toilet designs German consumers favour private label amid rising prices PROSPECTS AND OPPORTUNITIES Further declines for toilet care over forecast period Consumer demand for eco-friendly products set to reach toilet care in Germany Private label toilet care to gain further trust from local consumers CATEGORY DATA Table 50 Sales of Toilet Care by Category: Value 2018-2023 Table 51 Sales of Toilet Care by Category: % Value Growth 2018-2023 Table 52 NBO Company Shares of Toilet Care: % Value 2019-2023 Table 53 LBN Brand Shares of Toilet Care: % Value 2020-2023 Table 54 Forecast Sales of Toilet Care by Category: Value 2023-2028 Table 55 Forecast Sales of Toilet Care by Category: % Value Growth 2023-2028 POLISHES IN GERMANY KEY DATA FINDINGS 2023 DEVELOPMENTS Changing consumer habits lead to further decline of polishes in Germany Shift in fashion preferences influence demand for shoe polish Dominance of major players hinders new competitors in the local market PROSPECTS AND OPPORTUNITIES Future of polishes linked to trends in shoe polish Polishes faces challenge from newer products and preferences of younger consumers Consumer perception of leather to influence future of polishes CATEGORY DATA Table 56 Sales of Polishes by Category: Value 2018-2023 Table 57 Sales of Polishes by Category: % Value Growth 2018-2023 Table 58 NBO Company Shares of Polishes: % Value 2019-2023 Table 59 LBN Brand Shares of Polishes: % Value 2020-2023 Table 60 Forecast Sales of Polishes by Category: Value 2023-2028 Table 61 Forecast Sales of Polishes by Category: % Value Growth 2023-2028 AIR CARE IN GERMANY KEY DATA FINDINGS 2023 DEVELOPMENTS Reduced use of air care reflects shifting economic factors among consumers Popular local practice of "luftung" natural ventilation is first choice of air care Rising demand for eco-friendly products due to health and environmental concerns PROSPECTS AND OPPORTUNITIES The future of air care embraces natural solutions Smart electric air fresheners will be driven by simpler home automation Leading brands face growing competition from private label CATEGORY DATA Table 62 Sales of Air Care by Category: Value 2018-2023 Table 63 Sales of Air Care by Category: % Value Growth 2018-2023 Table 64 Sales of Air Care by Fragrance: Value Ranking 2021-2023 Table 65 NBO Company Shares of Air Care: % Value 2019-2023 Table 66 LBN Brand Shares of Air Care: % Value 2020-2023 Table 67 Forecast Sales of Air Care by Category: Value 2023-2028 Table 68 Forecast Sales of Air Care by Category: % Value Growth 2023-2028 HOME INSECTICIDES IN GERMANY KEY DATA FINDINGS 2023 DEVELOPMENTS Increase in flying insects spurs demand for alternative forms of home insecticides Nexa Lotte gains further share, reflecting demand for natural alternatives Further declines for electric insecticides as health concerns rise PROSPECTS AND OPPORTUNITIES Climate factors to influence insect population and home insecticide trends Green Deal to urge shift towards natural insecticides with regulatory changes Seasonal trends and home-made remedies will impact future sales CATEGORY DATA Table 69 Sales of Home Insecticides by Category: Value 2018-2023 Table 70 Sales of Home Insecticides by Category: % Value Growth 2018-2023 Table 71 Sales of Spray/Aerosol Insecticides by Type: % Value 2018-2023 Table 72 NBO Company Shares of Home Insecticides: % Value 2019-2023 Table 73 LBN Brand Shares of Home Insecticides: % Value 2020-2023 Table 74 Forecast Sales of Home Insecticides by Category: Value 2023-2028 Table 75 Forecast Sales of Home Insecticides by Category: % Value Growth 2023-2028
SummaryHome care products in Germany are widely available, with many considered everyday household essentials, thereby offering a traditionally stable market environment. However, 2023 continued to be defined by the effects of inflation and the cost-of-living crisis, which has been common across all major Western European markets since 2022. The ongoing impact of inflation continued to drive up the cost of everyday essentials such as home care, forcing local consumers to trade down or reduce their outg... Table of ContentsHome Care in GermanyEuromonitor International April 2024 List Of Contents And Tables HOME CARE IN GERMANY EXECUTIVE SUMMARY Home care in 2023: The big picture 2023 key trends Competitive landscape Retailing developments What next for home care? MARKET INDICATORS Table 1 Households 2018-2023 MARKET DATA Table 2 Sales of Home Care by Category: Value 2018-2023 Table 3 Sales of Home Care by Category: % Value Growth 2018-2023 Table 4 NBO Company Shares of Home Care: % Value 2019-2023 Table 5 LBN Brand Shares of Home Care: % Value 2020-2023 Table 6 Penetration of Private Label in Home Care by Category: % Value 2018-2023 Table 7 Distribution of Home Care by Format: % Value 2018-2023 Table 8 Distribution of Home Care by Format and Category: % Value 2023 Table 9 Forecast Sales of Home Care by Category: Value 2023-2028 Table 10 Forecast Sales of Home Care by Category: % Value Growth 2023-2028 DISCLAIMER SOURCES Summary 1 Research Sources LAUNDRY CARE IN GERMANY KEY DATA FINDINGS 2023 DEVELOPMENTS Laundry care is largest home care category in Germany Price negotiations lead to Henkel’s weak performance in 2023 Demand for greater energy efficiency drives liquid laundry care formats PROSPECTS AND OPPORTUNITIES German consumers to further embrace liquid tablet detergents Traditional distribution channels to dominate, while e-commerce slowly grows Eco-friendly laundry care is expected to trend, despite inflationary consequences CATEGORY INDICATORS Table 11 Household Possession of Washing Machines 2018-2023 CATEGORY DATA Table 12 Sales of Laundry Care by Category: Value 2018-2023 Table 13 Sales of Laundry Care by Category: % Value Growth 2018-2023 Table 14 Sales of Laundry Aids by Category: Value 2018-2023 Table 15 Sales of Laundry Aids by Category: % Value Growth 2018-2023 Table 16 Sales of Laundry Detergents by Category: Value 2018-2023 Table 17 Sales of Laundry Detergents by Category: % Value Growth 2018-2023 Table 18 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2018-2023 Table 19 NBO Company Shares of Laundry Care: % Value 2019-2023 Table 20 LBN Brand Shares of Laundry Care: % Value 2020-2023 Table 21 NBO Company Shares of Laundry Aids: % Value 2019-2023 Table 22 LBN Brand Shares of Laundry Aids: % Value 2020-2023 Table 23 NBO Company Shares of Laundry Detergents: % Value 2019-2023 Table 24 LBN Brand Shares of Laundry Detergents: % Value 2020-2023 Table 25 Forecast Sales of Laundry Care by Category: Value 2023-2028 Table 26 Forecast Sales of Laundry Care by Category: % Value Growth 2023-2028 DISHWASHING IN GERMANY KEY DATA FINDINGS 2023 DEVELOPMENTS Dishwashing maintains value growth in 2023 despite marginal drop in demand Automatic dishwashing shifts demand away from hand dishwashing Demand for automatic dishwashing tablets emphasises convenience PROSPECTS AND OPPORTUNITIES Automatic dishwashing tablets to drive future category growth Sustainability to shape future market trends Possession rate of dishwashers on the rise, reducing hand dishwashing CATEGORY INDICATORS Table 27 Household Possession of Dishwashers 2017-2022 CATEGORY DATA Table 28 Sales of Dishwashing by Category: Value 2018-2023 Table 29 Sales of Dishwashing by Category: % Value Growth 2018-2023 Table 30 NBO Company Shares of Dishwashing: % Value 2019-2023 Table 31 LBN Brand Shares of Dishwashing: % Value 2020-2023 Table 32 Forecast Sales of Dishwashing by Category: Value 2023-2028 Table 33 Forecast Sales of Dishwashing by Category: % Value Growth 2023-2028 SURFACE CARE IN GERMANY KEY DATA FINDINGS 2023 DEVELOPMENTS Surface care value growth driven by further unit price rises in 2023 Interest in multi-purpose cleaners driven by demand for versatility Private label gains ground in task-specific cleaners but dominates all purpose cleaning wipes PROSPECTS AND OPPORTUNITIES Surface care to remain relevant over forecast period due to heightened hygiene awareness and habit persistence Multi-purpose cleaners to drive future growth Private label to further benefit from ongoing price sensitivity in 2024 CATEGORY DATA Table 34 Sales of Surface Care by Category: Value 2018-2023 Table 35 Sales of Surface Care by Category: % Value Growth 2018-2023 Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2018-2023 Table 37 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2018-2023 Table 38 NBO Company Shares of Surface Care: % Value 2019-2023 Table 39 LBN Brand Shares of Surface Care: % Value 2020-2023 Table 40 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2023 Table 41 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2023 Table 42 Forecast Sales of Surface Care by Category: Value 2023-2028 Table 43 Forecast Sales of Surface Care by Category: % Value Growth 2023-2028 BLEACH IN GERMANY KEY DATA FINDINGS 2023 DEVELOPMENTS Shift in consumer preferences leads to decline in bleach sales Dan Klorix continues to dominate bleach in Germany Gentle laundry care prevails, minimising reliance on bleach PROSPECTS AND OPPORTUNITIES Limited prospects for bleach amid popularity of multi-purpose cleaners Sustainability pressures to further challenge bleach sales Private label’s resilience and e-commerce opportunities to impact bleach CATEGORY DATA Table 44 Sales of Bleach: Value 2018-2023 Table 45 Sales of Bleach: % Value Growth 2018-2023 Table 46 NBO Company Shares of Bleach: % Value 2019-2023 Table 47 LBN Brand Shares of Bleach: % Value 2020-2023 Table 48 Forecast Sales of Bleach: Value 2023-2028 Table 49 Forecast Sales of Bleach: % Value Growth 2023-2028 TOILET CARE IN GERMANY KEY DATA FINDINGS 2023 DEVELOPMENTS “Sitzpinkler” phenomenon influences trends in German toilet care In-cistern devices decline in popularity due to modern toilet designs German consumers favour private label amid rising prices PROSPECTS AND OPPORTUNITIES Further declines for toilet care over forecast period Consumer demand for eco-friendly products set to reach toilet care in Germany Private label toilet care to gain further trust from local consumers CATEGORY DATA Table 50 Sales of Toilet Care by Category: Value 2018-2023 Table 51 Sales of Toilet Care by Category: % Value Growth 2018-2023 Table 52 NBO Company Shares of Toilet Care: % Value 2019-2023 Table 53 LBN Brand Shares of Toilet Care: % Value 2020-2023 Table 54 Forecast Sales of Toilet Care by Category: Value 2023-2028 Table 55 Forecast Sales of Toilet Care by Category: % Value Growth 2023-2028 POLISHES IN GERMANY KEY DATA FINDINGS 2023 DEVELOPMENTS Changing consumer habits lead to further decline of polishes in Germany Shift in fashion preferences influence demand for shoe polish Dominance of major players hinders new competitors in the local market PROSPECTS AND OPPORTUNITIES Future of polishes linked to trends in shoe polish Polishes faces challenge from newer products and preferences of younger consumers Consumer perception of leather to influence future of polishes CATEGORY DATA Table 56 Sales of Polishes by Category: Value 2018-2023 Table 57 Sales of Polishes by Category: % Value Growth 2018-2023 Table 58 NBO Company Shares of Polishes: % Value 2019-2023 Table 59 LBN Brand Shares of Polishes: % Value 2020-2023 Table 60 Forecast Sales of Polishes by Category: Value 2023-2028 Table 61 Forecast Sales of Polishes by Category: % Value Growth 2023-2028 AIR CARE IN GERMANY KEY DATA FINDINGS 2023 DEVELOPMENTS Reduced use of air care reflects shifting economic factors among consumers Popular local practice of "luftung" natural ventilation is first choice of air care Rising demand for eco-friendly products due to health and environmental concerns PROSPECTS AND OPPORTUNITIES The future of air care embraces natural solutions Smart electric air fresheners will be driven by simpler home automation Leading brands face growing competition from private label CATEGORY DATA Table 62 Sales of Air Care by Category: Value 2018-2023 Table 63 Sales of Air Care by Category: % Value Growth 2018-2023 Table 64 Sales of Air Care by Fragrance: Value Ranking 2021-2023 Table 65 NBO Company Shares of Air Care: % Value 2019-2023 Table 66 LBN Brand Shares of Air Care: % Value 2020-2023 Table 67 Forecast Sales of Air Care by Category: Value 2023-2028 Table 68 Forecast Sales of Air Care by Category: % Value Growth 2023-2028 HOME INSECTICIDES IN GERMANY KEY DATA FINDINGS 2023 DEVELOPMENTS Increase in flying insects spurs demand for alternative forms of home insecticides Nexa Lotte gains further share, reflecting demand for natural alternatives Further declines for electric insecticides as health concerns rise PROSPECTS AND OPPORTUNITIES Climate factors to influence insect population and home insecticide trends Green Deal to urge shift towards natural insecticides with regulatory changes Seasonal trends and home-made remedies will impact future sales CATEGORY DATA Table 69 Sales of Home Insecticides by Category: Value 2018-2023 Table 70 Sales of Home Insecticides by Category: % Value Growth 2018-2023 Table 71 Sales of Spray/Aerosol Insecticides by Type: % Value 2018-2023 Table 72 NBO Company Shares of Home Insecticides: % Value 2019-2023 Table 73 LBN Brand Shares of Home Insecticides: % Value 2020-2023 Table 74 Forecast Sales of Home Insecticides by Category: Value 2023-2028 Table 75 Forecast Sales of Home Insecticides by Category: % Value Growth 2023-2028
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