Competitive Landscape
Henkel and Procter & Gamble Compete at the Top
Laundry care in Germany is concentrated, with Henkel and Procter & Gamble together holding a significant 52% retail value share. In 2025, Henkel remained the leader, but Procter & Gamble gained ground, narrowing the gap between the two companies.
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Overview:
Understand the latest market trends and future growth opportunities for the Laundry 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.
If you're in the Laundry 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 Laundry 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 Laundry Care in Germany?
- Which are the leading brands in Laundry Care in Germany?
- How are products distributed in Laundry 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 Laundry Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Laundry Care in Germany - Category analysis
Key Data Insights
Dr Beckmann Drives Innovation in Product Formats with Sustainable Fabric Softener Sheets
Dr Beckmann Drives Innovation in Product Formats with Sustainable Fabric Softener Sheets
Laundry Detergents Dominates, While Fabric Softeners Sees the Most Dynamic Growth
Products Suitable for Quick Wash Valued in Consumers' Busy Lives
Growth Set to Continue, with Sustainability One Factor Driving Growth
Laundry Detergents Forecast to Remain the Largest Category
Innovation in Fabric Softeners and Laundry Aids
Henkel and Procter & Gamble Compete at the Top
Health and Beauty Specialists Leads Laundry Care Distribution
Home Care in Germany - Industry Overview
Growth in Home Care as Incomes and Confidence Are on the Rise
Key Data Insights
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
Sustainability Also Evident in Ingredients and Packaging
Laundry Care Will Maintain Its Dominance, but Home Insecticides Set to See the Strongest Rise
Sustainability Expected to Drive Innovation and Growth
Digital and Demand for Convenience to Reshape Home Care
Henkel and Procter & Gamble Maintain Their Leading Positions
Everdrop Turns Sustainability into Brand Strategy with Success
Health and Beauty Specialists Leads, Closely Followed by Discounters
Retail E-Commerce Gains Traction with Convenience and Variety
Country Reports Disclaimer
The following categories and subcategories are included:
Laundry Care
- 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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Laundry Care
This is the aggregation of laundry detergents, fabric softeners, carpet cleaners and laundry aids.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Laundry Care research and analysis database.
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