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About this report
 
The clothes-washing products market in Germany is well established and mature, with 96% of Germans using washing powders, tablets or liquids. However retail sales have declined by 2,5% in the last 5 years and consequently manufacturers are lowering prices to gain market shares. Own-labels and discount retailers are therefore growing in popularity amongst the German consumers who tend to prefer lower cost products.
 

 
The branded sector is now likely to innovate to differentiate their brands from own-labels with increasingly convenient and innovative products.
 

 
Using the latest consumer research, market size data and trend analysis, this report provides vital new insight into the current state of the market and its prospects, investigating its drivers, segmentation and sales forecasts.
 

 
Mintel’s findings offer you a unique way of understanding consumer trends and the attitudes of the market’s key target audiences, enabling you to tailor your marketing to real demand, both tactically and strategically. Use Mintel’s research to avoid market pitfalls, discover sector opportunities, identify growth potential and achieve the best possible results.
 

 
Should you wish to order more than one market report, please call us to discuss potential multiple-purchase discounts.
 

 
`` Clothes Washing Detergents in Germany`` is part of ``Clothes Detergents in Europe``, a Consumer Goods Intelligence title. Should you wish to order more than one market report from with the title, please call the Mintel Information Team to discuss potential multiple-purchase discounts.
 

 

Contents
 

 
Introduction
 

 
Definitions
 
Abbreviations
 
Executive Summary
 
Mature market with declining value sales
 
Convenience is influencing consumer choice
 
Growth potential for niche products
 
Retail sales values are declining and the popularity of own-labels is increasing
 
Own-labels erode market shares of brands
 
Discount stores and one-stop-shop retailing are growing in popularity
 
Innovation is crucial for brand shares
 
The German consumer is conservative, but there are some opportunities
 
Future growth in market value will be limited
 
Market Drivers
 
Children are driving demand for clothes-washing detergents
 
Figure 1: Trends in German population, by age, 1999-2003
 
Female population and traditional gender roles
 
Figure 2: Trends in German adult female population, by age, 1999-2003
 
More demand for smaller packs and convenience products in line with smaller household sizes
 
Figure 3: Trends in number of German households, by size, 1999-2002
 
Consumers working part-time are heaviest users of clothes-washing detergents
 
Figure 4: Trends in German employment, 1999-2003
 
Ownership of laundry appliances
 
Figure 5: Ownership of laundry appliances, by country, 2004
 
The impact of environmental issues
 
Figure 6: Environmental credentials, by country, 2004
 
High oil prices are squeezing manufacturers
 
Market Size and Trends
 
Static growth in a mature market
 
Figure 7: German retail value sales of clothes-washing products, at current and constant prices, 1999-2004
 
Thrifty consumers and own-labels holding prices down
 
Sales by sector
 
Figure 8: German retail value sales of clothes-washing products, by type, 1999-2004
 
Figure 9: Retail value sales of clothes-washing products, % share by sector, 1999 and 2004
 
Clothes-washing detergents become increasingly concentrated
 
Environmental credentials and sustainability are key issues
 
Market Segmentation
 
Laundry detergents
 
Figure 10: German retail value sales of laundry detergents, at current and constant prices, 1999-2004
 
Specialist laundry detergents remain steady with potential
 
Figure 11: German retail value sales of laundry detergents, by type, 2002-04
 
Liquids and gels gaining market share with colour care and convenience
 
Figure 12: Usage of all-purpose laundry detergents, by format, 2003-04
 
Figure 13: German retail value sales of all-purpose laundry detergents, by format, 2000-04
 
Laundry and ironing aids
 
Figure 14: German retail value sales of laundry and ironing aids, at current and constant prices, 1999-2004
 
Figure 15: German retail value sales of laundry and ironing aids, by type, 2000-04
 
Fabric conditioners stressing energy-saving benefits and convenience
 
Ancillary products
 
Figure 16: German retail value sales of ancillary products*, at current and constant prices, 1999-2004
 
Figure 17: German retail value sales of ancillary products, by type, 2002-04
 
Distribution
 
Figure 18: German retail value sales of clothes-washing products, by outlet type, 2002-04
 
Trading base
 
Figure 19: Number of German food retail outlets, by number and size, 1995-2003
 
Figure 20: Major food and daily goods retailers in Germany, by number of outlets, 2003-04
 
Figure 21: Major food and daily goods retailers in Germany, by turnover, 2003
 
The Supply Structure
 

 
Manufacturers’ shares
 
Figure 22: Manufacturers’ value shares of German clothes-washing products, 2002-04
 
All-purpose laundry detergents
 
Figure 23: Brands’ value shares of all-purpose laundry detergents, 2002-04
 
Figure 24: Popularity of leading all-purpose laundry detergent brands, 2002-04
 
Specialist laundry detergents
 
Figure 25: Brands’ value shares of specialist laundry detergents, 2002-04
 
Figure 26: Popularity of leading specialist laundry detergent brands, 2003-04
 
Fabric conditioners
 
Figure 27: Brands’ value shares of laundry and ironing aids, 2002-04
 
Ancillary products
 
Companies and brands
 
Colgate-Palmolive GmbH
 
Dalli-Werke Wäsche und Körperpflege GmbH & Co. KG
 
Henkel KG
 
Lever Fabergé GmbH
 
Procter & Gamble GmbH
 
Reckitt Benckiser Deutschland GmbH
 
New Product Development
 

 
Emphasis on convenience and added-value
 
Environmentally-friendly products
 
Emphasis on fabric care through product differentiation
 
New product launches 2004
 
The Consumer
 

 
Pan-European comparison of product use
 
Figure 28: Penetration of washing powder/tablets, by country, 2004
 
Figure 29: Penetration of washing liquids for fabrics, by country, 2004
 
Figure 30: Penetration of fabric conditioners and stain removers, by country, 2004
 
Figure 31: Penetration of clothes-washing products, by country, 2004
 
Trends in use of clothes-washing products
 
Figure 32: Trends in usage of clothes-washing detergents, 2002-04
 
Penetration of clothes-washing products in Germany
 
Figure 33: Penetration of clothes-washing detergents, by type, by gender and age, 2004
 
Figure 34: Penetration of clothes-washing detergents, by type, by income and working status, 2004
 
Figure 35: Penetration of clothes-washing detergents, by type, by region, 2004
 
Figure 36: Penetration of clothes-washing detergents, by type, by presence of children and household size, 2004
 
Washing powder
 
Figure 37: Frequency of using washing powder, by country, 2004
 
Figure 38: Penetration and frequency of using washing powder, by gender and age, 2004
 
Washing powder appeals to a wide range of consumers
 
Figure 39: Penetration and frequency of using washing powder, by income and working status, 2004
 
Figure 40: Penetration and frequency of using washing powder, by region, 2004
 
Figure 41: Penetration and frequency of using washing powder, by presence of children and household size, 2004
 
Washing tablets
 
Figure 42: Frequency of using washing tablets, by country, 2004
 
Figure 43: Penetration and frequency of using washing tablets, by gender and age, 2004
 
Washing tablets offer convenience and appeal to men
 
Figure 44: Penetration and frequency of using washing tablets, by income and working status, 2004
 
Figure 45: Penetration and frequency of using washing tablets, by region, 2004
 
Figure 46: Penetration and frequency of using washing tablets, by presence of children and household size, 2004
 
Clothes-washing liquids
 
Figure 47: Frequency of using clothes-washing liquids, by country, 2004
 
Figure 48: Penetration and frequency of using washing liquids, by gender and age, 2004
 
Liquid laundry detergents appeal to younger consumers
 
Figure 49: Penetration and frequency of using washing liquids, by income and working status, 2004
 
Figure 50: Penetration and frequency of using washing liquids, by region, 2004
 
Figure 51: Penetration and frequency of using washing liquids, by presence of children and household size, 2004
 
Fabric conditioners
 
Figure 52: Frequency of using fabric conditioners, by country, 2004
 
Families favour fabric conditioners
 
Figure 53: Penetration and frequency of using fabric conditioners, by gender and age, 2004
 
Figure 54: Penetration and frequency of using fabric conditioners, by income and working status, 2004
 
Figure 55: Penetration and frequency of using fabric conditioners, by region, 2004
 
Figure 56: Penetration and frequency of using fabric conditioners, by presence of children and household size, 2004
 
Stain removers
 
Figure 57: Frequency of using stain removers, by country, 2004
 
Stain removers are popular with men
 
Figure 58: Penetration and frequency of using stain removers, by gender and age, 2004
 
Figure 59: Penetration and frequency of using stain removers, by income and working status, 2004
 
Figure 60: Penetration and frequency of using stain removers, by region, 2004
 
Figure 61: Penetration and frequency of using stain removers, by presence of children and household size, 2004
 
Consumer attitudes in Germany
 
Figure 62: Attitudes towards new products and brands, by clothes-washing product users, 2004
 
Figure 63: Further attitudes towards new products and brands, by clothes-washing product users, 2004
 
Prospects
 
Growth in sales volumes will remain static in this mature market
 
Own-labels will continue to increase market share and reduce market value growth
 
Germany’s ageing demographic profile will become more pronounced
 
Figure 64: Projections in German population, by age, 2003-07
 
Convenience will drive new product development
 
Welfare reforms will create uncertainty and dampen demand
 
Care for the environment will remain a key issue for German consumers
 
Potential to increase frequency of use?
 
Forecast
 
Market on hold programme
 
Figure 65: Forecast for retail value sales of clothes-washing products, at current prices, 2004-09
 
At least some expansion, if grudging
 
Better environment for new product development
 
Detergents to take the brunt of price competition
 
Figure 66: Forecast for retail value sales of clothes-washing products, at 2004 prices, 2004-09
 
Stability in real terms
 
Easing economy to provide slightly better trading conditions