Home Care in Germany

 Published On: Apr, 2015 |    No of Pages: 87 |  Published By: Euromonitor | Format: PDF
As the German economy registers further signs of stability with slight increases recorded in the disposable incomes of the population, consumers remain motivated to spend more on products that offer high levels of added value. Despite the growing maturity in home care, innovation remains a key driver of value sales, resulting in positive overall development in 2014. Nevertheless, the first signs of increasing competition and discounting-related price reductions are visible, with growth rates in...

Euromonitor International's Home 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 2019 illustrate how the market is set to change.

Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.

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

Why buy this report?
* Get a detailed picture of the Home 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.
Executive Summary
Growing Competition Slows Value Sales Growth in 2014
Demand for Convenience Major Driver of Sales
Local Player Werner & Mertz Does Well Thanks To Its Green Credentials
Product Variety and Price Levels Determine the Performance of Distribution Channels
Current High Standards Limit Potential for Future Growth
Key Trends and Developments
Help Wanted - Demographics and Consumer Lifestyles Impact Home Care Positively
Quality Beats Quantity As Consumer Lifestyle Trends Drive Demand for Sophisticated Products
Sustainability Is Not for Everyone: the Impact of New Regulations on the Competitive Landscape
Market Indicators
Table 1 Households 2009-2014
Market Data
Table 2 Sales of Home Care by Category: Value 2009-2014
Table 3 Sales of Home Care by Category: % Value Growth 2009-2014
Table 4 NBO Company Shares of Home Care: % Value 2010-2014
Table 5 LBN Brand Shares of Home Care: % Value 2011-2014
Table 6 Penetration of Private Label in Home Care by Category: % Value 2009-2014
Table 7 Distribution of Home Care by Format: % Value 2009-2014
Table 8 Distribution of Home Care by Format and Category: % Value 2014
Table 9 Forecast Sales of Home Care by Category: Value 2014-2019
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2014-2019
Definitions
Sources
Summary 1 Research Sources
Brauns-heitmann GmbH & Co Kg in Home Care (germany)
Strategic Direction
Key Facts
Summary 2 Brauns-Heitmann GmbH & Co KG: Key Facts
Company Background
Production
Summary 3 Brauns-Heitmann GmbH & Co KG: Production Statistics 2013
Competitive Positioning
Summary 4 Brauns-Heitmann GmbH & Co KG: Competitive Position 2014
Dm-drogerie Markt GmbH & Co Kg in Home Care (germany)
Strategic Direction
Key Facts
Summary 5 dm-Drogerie Markt GmbH & Co KG: Key Facts
Summary 6 dm-Drogerie Markt GmbH & Co KG: Operational Indicators
Internet Strategy
Summary 7 dm-Drogerie Markt GmbH & Co KG: Share of Sales Generated by Internet Retailing
Company Background
Private Label
Summary 8 dm-Drogerie Markt GmbH & Co KG: Private Label Portfolio
Competitive Positioning
Summary 9 dm-Drogerie Markt GmbH & Co KG: Competitive Position 2014
Henkel AG & Co KGaA in Home Care (germany)
Strategic Direction
Key Facts
Summary 10 Henkel AG & Co KGaA: Key Facts
Summary 11 Henkel AG & Co KGaA: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 12 Henkel AG & Co KGaA: Competitive Position 2014
Procter & Gamble Germany GmbH & Co Operations Ohg in Home Care (germany)
Strategic Direction
Key Facts
Summary 13 Procter & Gamble Germany GmbH & Co Operations oHG: Key Facts
Summary 14 Procter & Gamble Germany GmbH & Co Operations oHG: Operational Indicators
Company Background
Production
Summary 15 Procter & Gamble Germany GmbH & Co Operations oHG: Production Statistics 2013
Competitive Positioning
Summary 16 Procter & Gamble Germany GmbH & Co Operations oHG: Competitive Position 2014
Werner & Mertz GmbH in Home Care (germany)
Strategic Direction
Key Facts
Summary 17 Werner & Mertz GmbH: Key Facts
Summary 18 Werner & Mertz GmbH: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 19 Werner & Mertz GmbH: Competitive Position 2014
Headlines
Trends
Competitive Landscape
Prospects
Scented Candles
Table 11 Market Size and Brand Rankings
Category Data
Table 12 Sales of Air Care by Category: Value 2009-2014
Table 13 Sales of Air Care by Category: % Value Growth 2009-2014
Table 14 Sales of Electric Air Fresheners by Battery Operated vs Plug-in: % Value Breakdown 2009-2014
Table 15 Sales of Air Care by Fragrance: Value Ranking 2009-2014
Table 16 NBO Company Shares of Air Care: % Value 2010-2014
Table 17 LBN Brand Shares of Air Care: % Value 2011-2014
Table 18 Forecast Sales of Air Care by Category: Value 2014-2019
Table 19 Forecast Sales of Air Care by Category: % Value Growth 2014-2019~
Table 20 Bleach by Type: % Value Analysis 2009-2014
Table 21 Sales of Bleach: Value 2009-2014
Table 22 Sales of Bleach: % Value Growth 2009-2014
Table 23 NBO Company Shares of Bleach: % Value 2010-2014
Table 24 LBN Brand Shares of Bleach: % Value 2011-2014
Table 25 Forecast Sales of Bleach: Value 2014-2019
Table 26 Forecast Sales of Bleach: % Value Growth 2014-2019
Headlines
Trends
Competitive Landscape
Prospects
Category Indicators
Table 27 Household Possession of Dishwashers 2009-2014
Category Data
Table 28 Sales of Dishwashing by Category: Value 2009-2014
Table 29 Sales of Dishwashing by Category: % Value Growth 2009-2014
Table 30 NBO Company Shares of Dishwashing: % Value 2010-2014
Table 31 LBN Brand Shares of Dishwashing: % Value 2011-2014
Table 32 Forecast Sales of Dishwashing by Category: Value 2014-2019
Table 33 Forecast Sales of Dishwashing by Category: % Value Growth 2014-2019~
Table 34 Sales of Home Insecticides by Category: Value 2009-2014
Table 35 Sales of Home Insecticides by Category: % Value Growth 2009-2014
Table 36 Sales of Spray/Aerosol Insecticides by Type: % Value Breakdown 2009-2014
Table 37 NBO Company Shares of Home Insecticides: % Value 2010-2014
Table 38 LBN Brand Shares of Home Insecticides: % Value 2011-2014
Table 39 Forecast Sales of Home Insecticides by Category: Value 2014-2019
Table 40 Forecast Sales of Home Insecticides by Category: % Value Growth 2014-2019
Headlines
Trends
Competitive Landscape
Prospects
Category Indicators
Table 41 Household Possession of Washing Machines 2009-2014
Category Data
Table 42 Automatic Detergents by Type: % Value Analysis 2009/2014
Table 43 Sales of Laundry Care by Category: Value 2009-2014
Table 44 Sales of Laundry Care by Category: % Value Growth 2009-2014
Table 45 Sales of Laundry Aids by Category: Value 2009-2014
Table 46 Sales of Laundry Aids by Category: % Value Growth 2009-2014
Table 47 Sales of Laundry Detergents by Category: Value 2009-2014
Table 48 Sales of Laundry Detergents by Category: % Value Growth 2009-2014
Table 49 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2009-2014
Table 50 Sales of Fabric Softeners by Standard vs Concentrated: % Value 2009-2014
Table 51 NBO Company Shares of Laundry Care: % Value 2010-2014
Table 52 LBN Brand Shares Laundry Care: % Value 2011-2014
Table 53 NBO Company Shares of Laundry Aids: % Value 2010-2014
Table 54 LBN Brand Shares of Laundry Aids: % Value 2011-2014
Table 55 NBO Company Shares of Laundry Detergents: % Value 2010-2014
Table 56 LBN Brand Shares of Laundry Detergents: % Value 2011-2014
Table 57 Forecast Sales of Laundry Care by Category: Value 2014-2019
Table 58 Forecast Sales of Laundry Care by Category: % Value Growth 2014-2019~
Table 59 Sales of Polishes by Category: Value 2009-2014
Table 60 Sales of Polishes by Category: % Value Growth 2009-2014
Table 61 NBO Company Shares of Polishes: % Value 2010-2014
Table 62 LBN Brand Shares of Polishes: % Value 2011-2014
Table 63 Forecast Sales of Polishes by Category: Value 2014-2019
Table 64 Forecast Sales of Polishes by Category: % Value Growth 2014-2019~
Table 65 Sales of Surface Care by Category: Value 2009-2014
Table 66 Sales of Surface Care by Category: % Value Growth 2009-2014
Table 67 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2009-2014
Table 68 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2009-2014
Table 69 NBO Company Shares of Surface Care: % Value 2010-2014
Table 70 LBN Brand Shares of Surface Care: % Value 2011-2014
Table 71 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2010-2014
Table 72 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2011-2014
Table 73 Forecast Sales of Surface Care by Category: Value 2014-2019
Table 74 Forecast Sales of Surface Care by Category: % Value Growth 2014-2019~
Table 75 Sales of Toilet Care by Category: Value 2009-2014
Table 76 Sales of Toilet Care by Category: % Value Growth 2009-2014
Table 77 NBO Company Shares of Toilet Care: % Value 2010-2014
Table 78 LBN Brand Shares of Toilet Care: % Value 2011-2014
Table 79 Forecast Sales of Toilet Care by Category: Value 2014-2019
Table 80 Forecast Sales of Toilet Care by Category: % Value Growth 2014-2019












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