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Table of Contents
- Issues in the Market
- Definition
- Consumer research
- Abbreviations
- Market in Brief
- Small but encouraging growth rates
- Germans make a return to branded products
- Convenience scores highly with consumers
- Suppliers market creatively
- Continued growth in 2008
- Internal Market Environment
- Key Points
- Washing machine ownership increasing, and launderettes are rare
- Figure 1: Trends in ownership of household laundry appliances, by
country, 2002-07
- Figure 2: Ownership of washing machines and tumble dryers in Germany, by
detailed demographics, 2007
- Fewer Germans responsive to environmental concerns
- Figure 3: Environmental credentials, 2004-07
- Skin irritation sufferers boost demand for sensitive lines
- Broader Market Environment
- Key Points
- Age trends hamper volume sales
- Figure 4: Trends in German population, by age, 2002-12
- Figure 5: Trends in number of German households, by size, 2002-06
- Employment and income important for most sectors
- Figure 6: Trends in German employment, by gender, 2002-12
- Figure 7: Trends in German PDI, consumer expenditure and GDP, at current
prices, 2002-12
- Regulation
- Environmental issues
- The CHARTER initiative
- Eco-legislation -- REACH
- Who' s Innovating?
- Key Points
- Innovation in a European context
- Figure 8: New launches by country, 2003-07
- Figure 9: New launches by sub-category, Germany, 2005-07
- Figure 10: New launches, by company, Germany 2005-07
- Detergents
- Laundry aids
- Ancillary products
- Market Size and Forecast
- Key Points
- Figure 7: German retail value sales of clothes-washing products, at
current and constant prices, 2002-12
- Figure 8: German retail value sales of clothes-washing products, by
type, 2005-12
- Improved economic outlook benefits brands over own-label
- But promotional offers are still abundant
- ' Green' initiatives
- Performance, fragrance, anti-allergy
- Prospects
- Forecast
- Figure 11: % growth/decline in sales of clothes-washing products, by
sector, 2002-12
- Factors used in the forecast
- Segment Performance
- Key Points
- Figure 12: Spanish retail value sales of clothes-washing products, by
type, 2002-12
- A comeback for detergent brands helps market growth
- Figure 13: German retail value sales of laundry detergents, at current
and constant prices, 2002-12
- All-purpose lines dominate; specialist lines have more potential
- Figure 14: German retail value sales of laundry detergents, by type,
2005-07
- Figure 15: German retail value sales of specialist detergents, by type,
2005-07
- Powders take almost three-quarters of detergent sales, but liquids grow
- Figure 16: German retail value sales of laundry detergents, by format,
2005-07
- Fabric softeners/ironing aids
- Figure 17: German retail value sales of laundry aids, at current and
constant prices, 2002-12Figure 18: German retail value sales of laundry
aids, by type, 2005-07
- Ancillary products
- Figure 19: German retail value sales of ancillary products, at current
and constant prices, 2002-12Figure 20: German retail value sales of
ancillary products, by type, 2005-07
- Market Share
- Key Points
- Henkel has a clear lead in the laundry market
- Figure 21: Manufacturers' retail value shares in laundry products,
2005-07
- All-purpose detergents
- Figure 22: Manufacturers' retail value shares of all-purpose detergents,
2005-07
- Figure 23: Popularity of all-purpose laundry detergents, % using in last
12 months, 2003-07
- Specialist detergents and ancillary products
- Figure 24: Brands' retail value shares of specialist detergents and
ancillary products, 2005-07
- Figure 25: Popularity of specialist laundry detergents, % using in last
12 months, 2003-07
- Fabric conditioners
- Figure 26: Brands' retail value shares of fabric conditioners, 2005-07
- Green labels
- Companies and Products
- Dalli-Werke Wäsche und Körperpflege
- Henkel
- Procter & Gamble
- Reckitt & Benckiser
- Unilever Deutschland
- Brand Communication and Promotion
- Key Points
- Figure 27: Main monitored media advertising expenditure on laundry
products, by country, 2005-07Figure 28: Main monitored media advertising
expenditure on laundry products, Germany, 2005-07Figure 29: Main monitored
media advertising expendture on laundry products, by company & brand,
Germany, Jan-Nov 2007
- Channels to Market
- Key Points
- Figure 30: German retail value sales of clothes-washing products, by
outlet type, 2005-07
- The Consumer -- Pan-European Overview
- Key Points
- Figure 31: Penetration of clothes-washing detergents, by country, 2007
- Figure 32: Penetration of fabric conditioners, by country, 2007
- Figure 33: Penetration of stain removers and fabric fresheners, by
country, 2007
- Figure 34: Use of delicate or sensitive skin detergents, by country,
2007
- Figure 35: Penetration and frequency of usage of clothes-washing
products, by country, by type, 2007
- The Consumer -- Trends in Product Use in Germany
- Key Points
- Trends in use of clothes-washing products
- Detergents
- Figure 36: Trends in using clothes-washing detergents, Germany, 2003-07
- Fabric conditioners
- Figure 37: Trends in usage of fabric conditioners, Germany, 2003-07
- Stain removers and fabric fresheners
- Figure 38: Trends in usage of stain removers and fabric fresheners,
Germany, 2003-07
- Trends in frequency of use
- Figure 39: Trends in frequency of using clothes-washing detergents, by
type, 2003-07
- The Consumer -- Usage of Laundry Products
- Key Points
- Key volume users by product
- Laundry product use by detailed demographics
- Washing powder
- Figure 40: Penetration and frequency of using washing powder, 2007
- Washing tablets
- Figure 41: Penetration and frequency of using washing tablets, 2007
- Washing liquids
- Figure 42: Penetration and frequency of using washing liquids, 2007
- Fabric conditioners
- Figure 43: Penetration and frequency of using fabric conditioners, 2007
- Stain removers
- Figure 44: Penetration and frequency of using stain removers, 2007
- Consumer -- Purchasing Behaviour and Attitudes
- Key Points
- Purchasing behaviour
- Figure 45: Household purchasing patterns for cleaning and laundry
products, Germany, 2006
- All about price
- Brand loyalty is higher in detergents than softeners
- German loyalty to laundry detergent brands is weakest
- Figure 46: Household purchasing patterns for laundry detergent, by
country, 2006/07
- Brand owners less able to count on customer loyalty in fabric softeners
- Figure 47: Household purchasing patterns for fabric conditioners, by
country, 2006/07
- Attitudes
- Figure 48: Selected attitudes towards clothes and shopping, by country,
2007
- Figure 49: Attitudes towards clothes and shopping, Germany, 2007
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