Abstract
The household cleaning market in Germany is shaking off its ' commodity' image as shoppers start to look for higher quality products that fulfil their promises of efficacy as well as products with ' green' credentials. This is benefiting branded lines over own-labels.
Henkel remains the market leader, with a broad product range and a steady share of 23% of value sales, but Johnson Wax and Reckitt Benckiser, with more focused ranges, are managing to tap into the mood of the moment and are gaining ground - the latter backed by a high level of adspend.
Products with clear positioning, be it of efficiency, gentleness or specific application, are doing well. Despite the lack of any major innovation since the introduction of power cleaners several years ago, market growth is steady; sales are valued at €901 million in 2008, 11% up on 2003.
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