Competitive Landscape
Henkel Maintains Its Lead with Innovative Toilet Care Products
Toilet care in Germany is concentrated, with Henkel AG & Co KGaA being the undisputed leader in 2025, holding a 40% share of retail value sales. The other top companies in the category also maintained their positions, with SC Johnson GmbH second with a 12% share, and Unilever Deutschland GmbH third with a 10% share.
Private Label Disruption Shapes the Competitive Landscape
One of the most important trends shaping the competitive landscape in toilet care in Germany in 2025 was the continued growth of private label. Private label products are continuing to gain traction in Germany, driven by discounters such as Lidl and Aldi, as well as drugstores such as dm and Rossmann, which aggressively promote their private label products.
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Overview:
Understand the latest market trends and future growth opportunities for the Toilet 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 Toilet 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 Toilet 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 Toilet Care in Germany?
- Which are the leading brands in Toilet Care in Germany?
- How are products distributed in Toilet 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 Toilet Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Toilet Care in Germany - Category analysis
Key Data Insights
Volume Stability and Value Growth Driven by Sustainable and Premium Products
Volume Stability and Value Growth Driven by Sustainable and Premium Products
Rim Blocks Dominates Value Sales, but Toilet Care Tablets/Powders Shows Higher Growth
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
Henkel Maintains Its Lead with Innovative Toilet Care Products
Private Label Disruption Shapes the Competitive Landscape
Health and Beauty Specialists Leads Toilet Care Sales with Convenience
Retail E-Commerce Gains Traction with Convenience-Driven Online Platforms
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:
Toilet Care
- In-Cistern Devices
-
- Rim Blocks
- Rim Liquids
- Toilet Care Tablets/Powders
- Toilet Cleaning Systems
- Toilet Liquids/Foam
Toilet Care
This is the aggregation of in-cistern devices, ITBs and liquids/powders, mousses, tablets and toilet cleaning systems.
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 Toilet Care research and analysis database.
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