Competitive Landscape
Procter & Gamble and Reckitt Benckiser Lead with Strong Brand Portfolios
Surface care in Germany is moderately concentrated, with the top two companies, Procter & Gamble and Reckitt Benckiser, holding a combined retail value share of 37% in 2025. Procter & Gamble leads with a 23% share, while Reckitt Benckiser follows with 14%.
Private Label and Direct-To-Consumer Brands Disrupt Traditional Brands
Private label products are rapidly gaining value share at the expense of national brands in surface care in Germany. A large percentage of German consumers already predominantly or exclusively choose private label products, and a significant proportion of all grocery sales, including surface care products, are private label.
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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 Insights
Sales Rise, with Speed, Efficacy, and Versatility Important Drivers of Growth
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
Sustainability Influences Consumer Preferences
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
Procter & Gamble and Reckitt Benckiser Lead with Strong Brand Portfolios
Private Label and Direct-To-Consumer Brands Disrupt Traditional Brands
Discounters Leads Surface Care Sales with Value Offerings
Retail E-Commerce Gains Traction with Convenience and Eco-Friendly Options
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:
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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