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Growth in Home Care as Incomes and Confidence Are on the Rise
Home care in Germany demonstrated resilience in 2025, with retail current value growth of 4% compared to the previous year. This growth was driven by increasing demand for sustainable products and the rising median disposable income per household. Laundry care remained the largest category, driven by established consumer habits and the high penetration of washing machines. Home care is expected to continue growing, with a forecast current value CAGR of 3% to 2030, driven by trends such as sustainability, convenience, and digital presence.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Care industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Air Care
- Bleach
- Dishwashing
- Home Insecticides
- Laundry Care
- Polishes
- Surface Care
- Toilet Care
If you're in the Home Care industry in Germany, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Home Care in Germany report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Home Care in Germany?
- Which are the leading brands in Home Care in Germany?
- How are products distributed in Home Care in Germany?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Home Care in Germany
Growth in Home Care as Incomes and Confidence Are on the Rise
Key Data Insights
Chart 1 Key Industry Trends for Home Care
Growth in Home Care as Incomes and Confidence Are on the Rise
Laundry Care Dominates Sales with Established Consumer Habits
Sustainability Drives Evolving Product Formats
Chart 2 Dr Beckmann Expands its Product Range
Sustainability Also Evident in Ingredients and Packaging
Chart 3 Toilet Tapes Offers Sustainable Alternative
Chart 4 Value Sales of Home Care 2020-2030
Chart 5 Volume Sales of Home Care 2020-2030
Chart 6 Value Sales of Home Care by Category 2025
Laundry Care Will Maintain Its Dominance, but Home Insecticides Set to See the Strongest Rise
Sustainability Expected to Drive Innovation and Growth
Chart 7 Analyst Insight for Home Care
Digital and Demand for Convenience to Reshape Home Care
Chart 8 Forecast Value Sales of Home Care 2020-2030
Chart 9 Forecast Value Sales of Home Care by Category 2025-2030
Henkel and Procter & Gamble Maintain Their Leading Positions
Everdrop Turns Sustainability into Brand Strategy with Success
Chart 10 Everdrop Turns Sustainability Into Brand Strategy
Chart 11 Company Shares of Home Care 2025
Chart 12 Brand Shares of Home Care 2025
Health and Beauty Specialists Leads, Closely Followed by Discounters
Retail E-Commerce Gains Traction with Convenience and Variety
Chart 13 Retail Channels for Home Care 2020-2025
Chart 14 Economic Context for Home Care
Chart 15 Real Gdp Growth 2020-2030
Chart 16 Inflation 2020-2030
Chart 17 Population 2020-2030
Chart 18 Consumer Expenditure 2020-2030
Chart 19 Population by Generation 2025
Air Care in Germany
Key Data Insights
Premium Air Care Products Drive Growth
Chart 20 Key Industry Trends for Air Care
Premium Air Care Products Drive Growth
Chart 21 Reckitt Benckiser Continues to Innovate
Spray/Aerosol Air Fresheners Leads, but Car Air Fresheners Sees the Highest Growth
Chart 22 Essential Oils and Allergen-Free Scents More Popular
Sustainability Contributes to Innovation and Growth in Air Care
Chart 23 Value Sales of Air Care 2020-2030
Chart 24 Volume Sales of Air Care 2020-2030
Chart 25 Value Sales of Air Care by Category 2025
Growth Expected to Be Driven by Premium and Smart Demands
Chart 26 Analyst Insight for Air Care
Spray/Aerosol Air Fresheners Will Maintain Its Lead, but May Face Challenges
Sustainablity, Design, and Fragrance Personalisation Will Be Important
Chart 27 Forecast Value Sales of Air Care 2020-2030
Chart 28 Forecast Value Sales of Air Care by Category 2025-2030
Reckitt Benckiser and Sc Johnson Maintain the Leading Positions
Private Label Sees Solid Growth in 2025 as Inflation Impacts Purchasing Behaviour
Chart 29 Company Shares of Air Care 2025
Chart 30 Brand Shares of Air Care 2025
Retail E-Commerce Leads Air Care as Consumers Value Convenience
Offline Channels Still Account for Notable Shares, with Discounters Rising
Growth Potential for Retail E-Commerce in the Forecast Period
Chart 31 Retail Channels of Air Care 2020-2025
Chart 32 Economic Context for Air Care
Chart 33 Real Gdp Growth 2020-2030
Chart 34 Inflation 2020-2030
Chart 35 Consumer Context for Air Care
Chart 36 Population 2020-2030
Chart 37 Consumer Expenditure 2020-2030
Chart 38 Population by Generation 2025
Bleach in Germany
Key Data Insights
Increasing Value Sales, as Volumes Rise and Raw Materials Costs Increase
Chart 39 Key Industry Trends for Bleach
Increasing Value Sales, as Volumes Rise and Raw Materials Costs Increase
Oxygen-Based Products and Large Pack Sizes Gain Traction Due to Safety and Sustainability
Chart2 is a Significant Year for Sustainable Packaging
Chart 40 Value Sales of Bleach 2020-2030
Chart 41 Volume Sales 2020-2030
Shifting Consumer Preference Set to Drive Demand for Oxygen Bleach
Private Label Products to Maintain a Competitive Edge through Pricing
Sustainability to Drive Innovation and Market Dynamics
Chart 42 Forecast Value Sales of Bleach 2020-2030
Colgate-Palmolive Maintains Its Lead with Dan Klorix
Chart 43 Company Shares of Bleach 2025
Chart 44 Brand Shares of Bleach 2025
Discounters and Health and Beauty Specialists Lead Sales
Retail E-Commerce Plays a Marginal Role in Sales of Bleach
Chart 45 Retail Channels 2020-2025
Chart 46 Economic Context for Bleach
Chart 47 Real Gdp Growth 2020-2030
Chart 48 Inflation 2020-2030
Chart 49 Consumer Context for Bleach
Chart 50 Population 2020-2030
Chart 51 Consumer Expenditure 2020-2030
Chart 52 Population by Generation 2025
Dishwashing in Germany
Key Data Insights
Evolution of Product Formats Towards Tablets and Pods for Convenience
Chart 53 Key Industry Trends for Dishwashing
Evolution of Product Formats Towards Tablets and Pods for Convenience
Both Hand and Automatic Dishwashing See Growth as Consumers Demand Effective Cleaning Solutions
Chart 54 Private Label Denkmit Strengthens its Range
Chart 55 Value Sales of Dishwashing 2020-2030
Chart 56 Volume Sales of Dishwashing 2020-2030
Chart 57 Value Sales of Dishwashing by Category 2025
Automatic Dishwashing to Remain Dominant, but Both Categories Set to See Growth
Sustainable and Efficient Products Expected to Drive Future Growth
Chart 58 Analyst Insight for Dishwashing
Private Label Will Remain Important in Dishwashing
Chart 59 Forecast Value Sales of Dishwashing 2020-2030
Chart 60 Forecast Value Sales of Dishwashing by Category 2025-2030
Henkel Leads through Innovation and Sustainability
Multifunctional Private Label Products Popular in Dishwashing
Chart 61 Investing in Multifunctionality is a Key Focus for Private Label
Opportunities for Players in Both Hand Dishwashing and Automatic Dishwashing
Chart 62 Company Shares of Dishwashing 2025
Chart 63 Brand Shares of Dishwashing 2025
Discounters Leads Distribution through Value and Private Label Offerings
Steady Growth in E-Commerce Due to Convenience and Competitive Prices
Chart 64 Retail Channels of Dishwashing 2020-2025
Chart 65 Economic Context for Dishwashing
Chart 66 Real Gdp Growth 2020-2030
Chart 67 Inflation 2020-2030
Chart 68 Consumer Context for Dishwashing
Chart 69 Population 2020-2030
Chart 70 Consumer Expenditure 2020-2030
Chart 71 Population by Generation 2025
Home Insecticides in Germany
Key Data Insights
Regulatory Change Drives Cautious Growth in Sales of Insecticides
Chart 72 Key Industry Trends of Home Insecticides
Regulatory Change Drives Cautious Growth in Sales of Insecticides
Chart 73 Raid Launches New Regulation Compliant Products
Insecticide Baits Leads Growth, and Spray/Aerosol Insecticides Remain Popular
Chart 74 Value Sales of Home Insecticides 2020-2030
Chart 75 Volume Sales of Home Insecticides 2020-2030
Chart 76 Value Sales of Home Insecticides by Category 2025
Regulatory Changes Expected to Continue to Impact Home Insecticides
Electric Insecticides to Lead Growth Due to Ease of Use
Regulatory Compliance and Innovation Will Shape Future Market Landscape
Chart 77 Forecast Value Sales of Home Insecticides 2020-2030
Chart 78 Forecast Value Sales of Home Insecticides by Category 2025-2030
Aeroxon and Evergreen Maintain Dominance through Effective Products
Regulatory Changes and Innovation to Drive Future Growth Opportunities
Chart 79 Company Shares of Home Insecticides 2025
Chart 80 Brand Shares of Home Insecticides 2025
Retail E-Commerce Drives Sales with Convenience and Compliance
Chart 81 Retail Channels of Home Insecticides 2020-2025
Chart 82 Economic Context for Home Insecticides
Chart 83 Real Gdp Growth 2020-2030
Chart 84 Inflation 2020-2030
Chart 85 Consumer Context for Home Insecticides
Chart 86 Population 2020-2030
Chart 87 Consumer Expenditure 2020-2030
Chart 88 Population by Generation 2025
Laundry Care in Germany
Key Data Insights
Dr Beckmann Drives Innovation in Product Formats with Sustainable Fabric Softener Sheets
Chart 89 Key Industry Trends for Laundry Care
Dr Beckmann Drives Innovation in Product Formats with Sustainable Fabric Softener Sheets
Chart 90 Dr Beckmann Expands its Product Range
Laundry Detergents Dominates, While Fabric Softeners Sees the Most Dynamic Growth
Products Suitable for Quick Wash Valued in Consumers' Busy Lives
Chart 91 Dr Beckmann Offers Quick Wash Innovation
Chart 92 Value Sales of Laundry Care 2020-2030
Chart 93 Volume Sales of Laundry Care 2020-2030
Chart 94 Value Sales of Laundry Care by Category 2025
Growth Set to Continue, with Sustainability One Factor Driving Growth
Laundry Detergents Forecast to Remain the Largest Category
Chart 95 Analyst Insight for Laundry Care
Innovation in Fabric Softeners and Laundry Aids
Chart 96 Forecast Value Sales of Laundry Care 2020-2030
Chart 97 Forecast Value Sales of Laundry Care by Category 2025-2030
Henkel and Procter & Gamble Compete at the Top
Chart 98 Company Shares of Laundry Care 2025
Chart 99 Brand Shares of Laundry Care 2025
Health and Beauty Specialists Leads Laundry Care Distribution
Chart 100 Retail Channels for Laundry Care 2020-2025
Chart 101 Economic Context for Laundry Care
Chart 102 Real Gdp Growth 2020-2030
Chart 103 Inflation 2020-2030
Chart 104 Consumer Context for Laundry Care
Chart 105 Population 2020-2030
Chart 106 Consumer Expenditure 2020-2030
Chart 107 Population by Generation 2025
Polishes in Germany
Key Data Insights
Rising Unit Prices and Improved Products Drive Value Growth
Chart 108 Key Indutry Trends for Polishes
Rising Unit Prices and Improved Products Drive Value Growth
Multifunctionality and Smart Packaging Drive Innovation and Growth
Shoe Polish Sees Solid Volume Growth, Driven by Grooming Trend
Chart 109 Werner & Mertz Focuses on Formula Improvement
Chart 110 Value Sales of Polishes 2020-2030
Chart 111 Volume Sales of Polishes 2020-2030
Chart 112 Value Sales of Polishes by Category 2025
Rising Demand for Eco-Friendly Products Expected to Drive Innovation
Shoe Polish to Remain Resilient
Challenges From Newer Products and Changing Consumer Preferences
Chart 113 Forecast Value Sales of Polishes 2020-2030
Chart 114 Forecast Value Sales of Polishes by Category 2025-2030
Leading Companies Maintain Strength through Innovation
Chart 115 Company Shares of Polishes 2025
Chart 116 Brand Shares 2025
Health and Beauty Specialists Leads Polishes Distribution, but Retail E-Commerce Grows
Chart 117 Retail Channels of Polishes 2020-2025
Chart 118 Economic Context for Polishes
Chart 119 Real Gdp Growth 2020-2030
Chart 120 Inflation 2020-2030
Chart 121 Consumer Context for Polishes
Chart 122 Population 2020-2030
Chart 123 Consumer Expenditure 2020-2030
Chart 124 Population by Generation 2025
Surface Care in Germany
Key Data Insights
Sales Rise, with Speed, Efficacy, and Versatility Important Drivers of Growth
Chart 125 Key Industry Trends for Surface Care
Sales Rise, with Speed, Efficacy, and Versatility Important Drivers of Growth
Evolving Product Formats Drive Growth with an Emphasis on Eco-Friendly Formats and Packaging
Chart 126 Dr Beckmann Expands its Range
Sustainability Influences Consumer Preferences
Chart 127 Value Sales of Surface Care 2020-2030
Chart 128 Volume Sales of Surface Care 2020-2030
Chart 129 Value Sales of Surface Care by Category 2025
Consumers Will Drive Demand for Effective, Safe Solutions
Multi-Purpose Cleaners Expected to Take the Lead in Value Terms
Sustainability Expected to Remain a Key Growth Driver
Chart 130 Forecast Value Sales of Surface Care by Category 2025-2030
Procter & Gamble and Reckitt Benckiser Lead with Strong Brand Portfolios
Private Label and Direct-To-Consumer Brands Disrupt Traditional Brands
Chart 131 Everdrop Turns Sustainability into Brand Strategy
Chart 132 Company Shares of Surface Care 2025
Chart 133 Brand Shares of Surface Care 2025
Discounters Leads Surface Care Sales with Value Offerings
Retail E-Commerce Gains Traction with Convenience and Eco-Friendly Options
Chart 134 Retail Channels of Surface Care 2020-2025
Chart 135 Economic Context for Surface Care
Chart 136 Real Gdp Growth 2020-2030
Chart 137 Inflation 2020-2030
Chart 138 Consumer Context for Surface Care
Chart 139 Population 2020-2030
Chart 140 Consumer Expenditure 2020-2030
Chart 141 Population by Generation 2025
Toilet Care in Germany
Key Data Insights
Volume Stability and Value Growth Driven by Sustainable and Premium Products
Chart 142 Key Industry Trends for Toilet Care
Volume Stability and Value Growth Driven by Sustainable and Premium Products
Rim Blocks Dominates Value Sales, but Toilet Care Tablets/Powders Shows Higher Growth
Chart 143 Private Label Innovation Continues
Chart 144 Value Sales of Toilet Care 2020-2030
Chart 145 Volume Sales of Toilet Care 2020-2030
Chart 146 Value Sales of Toilet Care by Category 2025
Rising Incomes and Premiumisation Expected to Drive Value Growth
Rim Blocks Expected to Remain Dominant and See Solid Growth
Innovation and Sustainability to Shape the Future of Toilet Care
Chart 147 Forecast Value Sales of Toilet Care 2020-2030
Chart 148 Forecast Value Sales of Toilet Care by Category 2025-2030
Henkel Maintains Its Lead with Innovative Toilet Care Products
Private Label Disruption Shapes the Competitive Landscape
Chart 149 Company Shares of Toilet Care 2025
Chart 150 Brand Shares of Toilet Care 2025
Health and Beauty Specialists Leads Toilet Care Sales with Convenience
Retail E-Commerce Gains Traction with Convenience-Driven Online Platforms
Chart 151 Retail Channels 2020-2025
Chart 152 Economic Context for Toilet Care
Chart 153 Real Gdp Growth 2020-2030
Chart 154 Inflation 2020-2030
Chart 155 Consumer Context for Toilet Care
Chart 156 Population 2020-2030
Chart 157 Consumer Expenditure 2020-2030
Chart 158 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Home Care
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- Candle Air Fresheners
- Car Air Fresheners
- Electric Air Fresheners
- Gel Air Fresheners
- Liquid Air Fresheners
- Spray/Aerosol Air Fresheners
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- Carpet Fresheners
- Odour Neutralisers
- Refrigerator Fresheners
- Waste Bin Fresheners
- Other Other Air Care
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- Bleach
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- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
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- Hand Dishwashing
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- Electric Insecticides
- Insecticide Baits
- Insecticide Coils
- Spray/Aerosol Insecticides
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- Foggers/Bombs
- In-Home Insect Repellents
- Moth Proofers
- Other Other Home Insecticides
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- Carpet Cleaners
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- Dryer Sheets
- Liquid Fabric Softeners
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- Colour Safe Laundry Bleach
- Fabric Fresheners
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- In-Wash Spot and Stain Removers
- Pre-Wash Spot and Stain Removers
- Starch/Ironing Aids
- Water Softeners
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- Blues/Bluing
- Colour Catchers
- Colour Enhancers
- Laundry Sanitiser
- Scent Booster
- Whiteners
- Other Other Laundry Aids
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- Standard Powder Detergents
- Concentrated Powder Detergents
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- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Standard Liquid Detergents
- Concentrated Liquid Detergents
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- Standard Powder Detergents
- Standard Liquid Detergents
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- Concentrated Powder Detergents
- Concentrated Liquid Detergents
- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Bar Detergents
- Hand Wash Detergents
- Fine Fabric Detergents
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- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- Bathroom Cleaners
- Descalers
- Drain Openers
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- Standard Floor Cleaners
- Wash and Wax Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
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- In-Cistern Devices
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- Rim Blocks
- Rim Liquids
- Toilet Care Tablets/Powders
- Toilet Cleaning Systems
- Toilet Liquids/Foam
Home Care
This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.
See all of our definitions
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This report originates from Passport, our Home Care research and analysis database.
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