Dishwashing Detergents - Germany - April 2008

Table of Contents

• Issues in the Market
• Definition
• Consumer research
• Abbreviations
• Market in Brief
• Market recovery continues
• Growth in 2007 underpinned by rising sales of dishwasher detergents
• Multi-purpose tablets still on their way up
• Henkel and Reckitt Benckiser are the most active players
• Demand for dishwasher detergents will increase
• Internal Market Environment
• Key points
• Sensitive products appeal
• Sustainability and organics key selling points
• Endorsements can help
• Dishwasher ownership continues to rise
  • Figure 1: Dishwasher ownership, by country, 2002-07
• Eating out marginally limits sales
  • Figure 2: Trends in frequency of eating fast foods and eating out, 2004-07
• Broader Market Environment
• Key points
• Age trends are favourable
  • Figure 3: Trends in German population, by age, 2002-12
• Rising number of one-person households militates against dishwasher detergent sales
  • Figure 4: Trends in number of German households, by size, 2002-06
• Economic recovery helps sales of dishwasher detergents
  • Figure 5: Trends in German employment, by gender, 2002-12
  • Figure 6: Trends in German PDI, consumer expenditure and GDP, at current prices, 2002-12
• Regulations and environmental issues
• The CHARTER initiative
• Who' s Innovating?
• Key points
• Innovation in a European context
  • Figure 7: New launches by country, % of European new product launches, 2005-07
• Dishwasher products receiving by far the most attention
  • Figure 8: New product launches in Germany, by category, 2005-07
• Dishwasher products
• Hand dishwashing detergents
• Market Size and Forecast
• Key points
• Value growth continues
  • Figure 9: German retail value sales of dishwashing detergents, at current and constant prices, 2002-13
• Environmental concerns return
• Prospects
• Factors used in the forecast
• Segment Performance
• Key points
  • Figure 10: German retail value sales of dishwashing detergents, by type, 2005-07
• A sparkling performance from dishwasher detergents
  • Figure 11: German retail value sales of dishwasher products, at current and constant prices, 2002-13
• Tablets account for the lion' s share
  • Figure 12: German retail value sales of dishwasher products, by type, 2005-07
• Further growth in hand dishwashing detergents
  • Figure 13: German retail value sales of hand dishwashing detergents, at current and constant prices, 2002-13
• Concentrated varieties dominate
  • Figure 14: German retail value sales of hand dishwashing detergents, by type, 2005-07
• Fashionable fragrances
• Market Share
• Key points
• Henkel and Reckitt Benckiser reinforce their lead
  • Figure 15: Manufacturers' retail value shares of dishwashing products, 2005-07
• Calgonit and Somat dominate in dishwasher products
  • Figure 16: Brands' retail value shares of dishwasher products, by type, 2005-07
  • Figure 17: Popularity of dishwasher detergents, 2003-07
• Pril remains top seller in hand dishwashing
  • Figure 18: Brands' retail value shares of hand dishwashing detergents, 2005-07
  • Figure 19: Popularity of hand dishwashing detergents, 2003-07
• Green suppliers perform well
• Companies and Products
• Colgate-Palmolive
• fit
• Henkel
• Procter & Gamble
• Reckitt Benckiser
• Brand Communication and Promotion
• Key points
• Bulk of advertising support goes to dishwasher products
  • Figure 20: Main monitored media advertising expenditure on dishwashing detergents, by country, 2005-07
  • Figure 21: Main monitored media advertising expenditure on dishwashing detergents, by manufacturer, 2005-07
• Channels to Market
• Key points
• Discounters and druggists are key distributors
  • Figure 22: German retail value sales of dishwashing products, by outlet type, 2005-07
  • Figure 23: German retail value sales of dishwashing products, by sector and outlet type, 2005-07
• Consumer -- Pan-European Overview
• Key points
• German consumers biggest users of dishwasher detergents
  • Figure 24: Penetration of dishwashing products, by country, 2007
• Tablets take the lead in all countries
  • Figure 25: Penetration of dishwasher detergents, by country, by type, 2007
• Germans wash dishes least frequently
  • Figure 26: Penetration and frequency of using dishwashing detergents, by country, 2007
• Consumer -- Trends in Germany
• Key points
• Sole use of washing-up liquid on the decline as dishwasher ownership rises
  • Figure 27: Trends in use of dishwashing detergents, 2003-07
• Frequency of machine dishwashing declines
  • Figure 28: Trends in frequency of using dishwashing detergents, by type, 2003-07
• Tablets are the preferred format; liquids lose most consumer base
  • Figure 29: Trends in penetration of dishwasher detergents, by type, 2003-07
• Dishwasher owners increase their use of washing-up liquid
  • Figure 30: Trends in using washing-up liquids, by dishwasher owners, 2003-07
  • Figure 31: Trends in using washing-up liquids, by non-dishwasher users, 2003-07
• Consumer -- Usage and Attitudes
• Key points
• Use of dishwasher detergents driven by affluence and family size
• Washing-up liquids have heaviest use in smaller households
• Detailed demographics
• Dishwasher detergents
  • Figure 32: Penetration and frequency of using dishwasher detergents, 2007
• Washing-up liquids
  • Figure 33: Penetration and frequency of using washing-up liquids, 2007
• Attitudes
• Dishwasher owners less budget constrained...
• ...and most tempted by new products
  • Figure 34: Attitudes towards price, promotion, new products and brand loyalty, by product usage, 2007