PROSPECTS AND OPPORTUNITIES
Surface care to benefit from home trends and developments
Retail volume and value sales (at constant 2024 prices) of surface care in Germany are predicted to record healthy growth rates over the forecast period. The category is set to benefit from growing consumer interest in task-specific product types, such as bathroom cleaners or kitchen cleaners, as economic conditions stabilise and awareness of their cleanliness and hygiene benefits increases.
New formats and solutions set to focus on sustainability element
Driven by the need to reduce waste and plastic use, conserve water and develop non-toxic solutions, surface care players are expected to explore innovative formats and formulations. In addition to the demand for more natural and sustainable formulations, consumers will show an increasing interest in environmentally-friendly packaging formats.
Trusted quality and functionality of private label to help future development
Producers of private label surface care are likely to strengthen their positions in the local market as consumers remain highly price-sensitive heading into the forecast period, even in an improving economic environment. Private label options are highly valued for offering a balance between affordability and effectiveness.
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Overview:
Understand the latest market trends and future growth opportunities for the Surface 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 Surface 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 Surface 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 Surface Care in Germany?
- Which are the leading brands in Surface Care in Germany?
- How are products distributed in Surface 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 Surface Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Surface Care in Germany - Category analysis
KEY DATA FINDINGS
Surface care’s healthy value growth driven by functionality and innovation
Task-specific cleaners perceived as more effective by some consumers
Private label has a solid presence in surface care, but dominates all purpose cleaning wipes
Surface care to benefit from home trends and developments
New formats and solutions set to focus on sustainability element
Trusted quality and functionality of private label to help future development
Home Care in Germany - Industry Overview
Home care in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for home care?
DISCLAIMER
The following categories and subcategories are included:
Surface Care
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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
Surface Care
This is the aggregation of multi-purpose, bathroom, oven , kitchen, window/glass, and floor cleaners, descalers, drain openers, scouring agents, household antiseptics and wipes.
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 Surface Care research and analysis database.
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