Clothes Washing Products - Germany - January 2008

Abstract

With the economic climate improving, Germans have less need to bargain hunt and be quite as thrifty as before and there is a slow return to quality and brands. This is supported by exciting new products development and strong promotional campaigns. The laundry market, continuing its 2006 upward trend, grew by some 2% in 2007 to reach an estimated €1.8 billion.. Stain removers continue to grow well, scoring strongly on both convenience and effectiveness. Henkel leads the market, taking almost a third of overall value sales.

The countries examined within the Consumer Goods Intelligence series of reports are France, Germany, Italy, Spain and the UK.

The report examines the retail market for products used for washing, cleaning and freshening clothes including laundry detergents, detergent boosters, stain removers, fabric conditioners and clothes refreshment products.

Laundry detergents: various types of laundry detergents are offered to the consumer in several different formats: all-purpose or specialist; standard or concentrated, two-in-one products; automatic or twin-tub/hand wash; and biological or non-biological, in powder, liquid, tablets and capsule form. All types and formats are included in this report.

Laundry and ironing aids are used in addition to laundry detergents in order to soften, freshen and/or make drying and ironing easier. They are mainly offered to the consumer in liquid format, but are also available as part of two-in-one products which combine laundry detergent and fabric conditioner, fragrance-impregnated sheets which are designed for use in tumble dryers and aids for ironing such as fragranced ironing waters.

Ancillary products refer to products such as stain removers, detergent boosters, water softeners and fabric refreshers:

• Detergent boosters and stain removers: detergent boosters are designed to add brightness without bleaching and are used in the wash in addition to detergents. Stain removers take away stains and include both pre-wash and in-wash products. Examples include Vanish.
• Fabric refreshment products are intended to refresh and revive clothes that have been worn more than once between washes and clothing that has been in storage. This product range comprises, fabric-freshener sprays and fragranced sachets for drawers and wardrobes. Examples include Febreze.