Abstract
After years of stagnation, the German market for dishwashing detergents continued to grow for the second year in 2007 to reach € 570 million, up by 3% on 2006 and 7% on 2002. Dishwasher detergents, which are the focus of new product development, posted the most dynamic growth, with an increase of 4% in 2007 in comparison to 2% growth in the previous year, thanks to an improving economic climate, a resultant rise in dishwasher ownership, a focus on quality among German consumers as opposed to price, and increased prices.
The hand dishwashing sector is also recovering after years of decline, supported by new fragrances and colours, aimed at bringing fun to the task. The market is dominated by Henkel (Pril and Somat) and Reckitt Benckiser (Calgonit), with a combined value share of over 50%.
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