HOME CARE IN GERMANY Euromonitor International February 2018 LIST OF CONTENTS AND TABLES Executive Summary Home Care Records Further Positive Value and Volume Growth in 2017 Sales Driven by Demand for Greater Sustainability, Convenience and Added Value Competition Set To Intensify Further Sustainability and Eco-friendliness Versus Convenience and Premiumisation Innovation Set To Support Further Growth Over the Forecast Period Market Indicators Table 1 Households 2012-2017 Market Data Table 2 Sales of Home Care by Category: Value 2012-2017 Table 3 Sales of Home Care by Category: % Value Growth 2012-2017 Table 4 NBO Company Shares of Home Care: % Value 2013-2017 Table 5 LBN Brand Shares of Home Care: % Value 2014-2017 Table 6 Penetration of Private Label in Home Care by Category: % Value 2012-2017 Table 7 Distribution of Home Care by Format: % Value 2012-2017 Table 8 Distribution of Home Care by Format and Category: % Value 2017 Table 9 Forecast Sales of Home Care by Category: Value 2017-2022 Table 10 Forecast Sales of Home Care by Category: % Value Growth 2017-2022 Sources Summary 1 Research Sources Headlines Prospects Home-based Lifestyles Contribute To Growth Different Products for Different Needs Help To Boost Sales the Downside of Premiumisation in Air Care Competitive Landscape SC Johnson and Reckitt Benckiser Together Dominate Sales Private Label Players Seek To Expand Their Air Care Portfolios Category Data Table 11 Sales of Air Care by Category: Value 2012-2017 Table 12 Sales of Air Care by Category: % Value Growth 2012-2017 Table 13 Sales of Electric Air Fresheners by Battery Operated vs Plug-in: % Value 2012-2017 Table 14 Sales of Air Care by Fragrance: Value Ranking 2012-2017 Table 15 NBO Company Shares of Air Care: % Value 2013-2017 Table 16 LBN Brand Shares of Air Care: % Value 2014-2017 Table 17 Forecast Sales of Air Care by Category: Value 2017-2022 Table 18 Forecast Sales of Air Care by Category: % Value Growth 2017-2022 Headlines Prospects Bleach Not Finished Yet Demand for Greater Convenience Makes Multi-purpose Products the Most Popular Competitive Landscape No Major Changes in the Competitive Landscape Interchangeability of Products Provides A Strong Base for Private Label Category Data Table 19 Sales of Bleach: Value 2012-2017 Table 20 Sales of Bleach: % Value Growth 2012-2017 Table 21 NBO Company Shares of Bleach: % Value 2013-2017 Table 22 LBN Brand Shares of Bleach: % Value 2014-2017 Table 23 Forecast Sales of Bleach: Value 2017-2022 Table 24 Forecast Sales of Bleach: % Value Growth 2017-2022 Headlines Prospects New Designs, Advertisements and Products Offset the Negative Effects of Saturation Green Solutions Gain Ground New Additives Offer Growth Potential Competitive Landscape Henkel Maintains Its Leading Position Green Products Offer the Strongest Growth Potential Category Indicators Table 25 Household Possession of Dishwashers 2012-2017 Category Data Table 26 Sales of Dishwashing by Category: Value 2012-2017 Table 27 Sales of Dishwashing by Category: % Value Growth 2012-2017 Table 28 NBO Company Shares of Dishwashing: % Value 2013-2017 Table 29 LBN Brand Shares of Dishwashing: % Value 2014-2017 Table 30 Forecast Sales of Dishwashing by Category: Value 2017-2022 Table 31 Forecast Sales of Dishwashing by Category: % Value Growth 2017-2022 Headlines Prospects Weather Conditions in Germany Favour Home Insecticides Innovative Products, Designs and Formats Contribute To Sales Green, Wellness and DIY Trends Pose A Threat To Growth Competitive Landscape Nature of the Category Means Only Minor Changes in the Competitive Landscape Green Products Support the Growth of Brands and Private Label Category Data Table 32 Sales of Home Insecticides by Category: Value 2012-2017 Table 33 Sales of Home Insecticides by Category: % Value Growth 2012-2017 Table 34 Sales of Spray/Aerosol Insecticides by Type: % Value 2012-2017 Table 35 NBO Company Shares of Home Insecticides: % Value 2013-2017 Table 36 LBN Brand Shares of Home Insecticides: % Value 2014-2017 Table 37 Forecast Sales of Home Insecticides by Category: Value 2017-2022 Table 38 Forecast Sales of Home Insecticides by Category: % Value Growth 2017-2022 Headlines Prospects Innovation, Sophistication and Convenience Support Further Growth Sustainability Remains Important Price-sensitivity Limits Value Growth Competitive Landscape Henkel Maintains Its Leading Position Despite Increasing Pressures Green Companies Achieve the Strongest Growth Category Indicators Table 39 Household Possession of Washing Machines 2012-2017 Category Data Table 40 Sales of Laundry Care by Category: Value 2012-2017 Table 41 Sales of Laundry Care by Category: % Value Growth 2012-2017 Table 42 Sales of Laundry Aids by Category: Value 2012-2017 Table 43 Sales of Laundry Aids by Category: % Value Growth 2012-2017 Table 44 Sales of Laundry Detergents by Category: Value 2012-2017 Table 45 Sales of Laundry Detergents by Category: % Value Growth 2012-2017 Table 46 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2012-2017 Table 47 NBO Company Shares of Laundry Care: % Value 2013-2017 Table 48 LBN Brand Shares of Laundry Care: % Value 2014-2017 Table 49 NBO Company Shares of Laundry Aids: % Value 2013-2017 Table 50 LBN Brand Shares of Laundry Aids: % Value 2014-2017 Table 51 NBO Company Shares of Laundry Detergents: % Value 2013-2017 Table 52 LBN Brand Shares of Laundry Detergents: % Value 2014-2017 Table 53 Forecast Sales of Laundry Care by Category: Value 2017-2022 Table 54 Forecast Sales of Laundry Care by Category: % Value Growth 2017-2022 Headlines Prospects Trends in Home Furnishing and Apparel Dampen Sales Competition From Other Products Increases Positive Effect of Premiumisation Only Temporary Competitive Landscape Tradition and Trust Support the Leading Position of Werner & Mertz Consumer Habits and Limited Knowledge Dampen Private Label Sales Category Data Table 55 Sales of Polishes by Category: Value 2012-2017 Table 56 Sales of Polishes by Category: % Value Growth 2012-2017 Table 57 NBO Company Shares of Polishes: % Value 2013-2017 Table 58 LBN Brand Shares of Polishes: % Value 2014-2017 Table 59 Forecast Sales of Polishes by Category: Value 2017-2022 Table 60 Forecast Sales of Polishes by Category: % Value Growth 2017-2022 Headlines Prospects Growing Demand for Hygienic Homes Impacts Surface Care Health and Wellbeing Trend Benefits Green and More Natural Products Growing Popularity of Online Sales and Increasing Pressure From Private Label Competitive Landscape Tradition Combined With Product Innovation and Marketing the Key To Success Competition Expected To Further Intensify and Threaten Overall Growth Category Data Table 61 Sales of Surface Care by Category: Value 2012-2017 Table 62 Sales of Surface Care by Category: % Value Growth 2012-2017 Table 63 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2012-2017 Table 64 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2012-2017 Table 65 NBO Company Shares of Surface Care: % Value 2013-2017 Table 66 LBN Brand Shares of Surface Care: % Value 2014-2017 Table 67 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2013-2017 Table 68 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2017 Table 69 Forecast Sales of Surface Care by Category: Value 2017-2022 Table 70 Forecast Sales of Surface Care by Category: % Value Growth 2017-2022 Headlines Prospects Sales Driven by Demand for Powerful and Easy Cleaning Solutions Innovation Being Seen in Rim Blocks Competitive Landscape Henkel Benefits From A Widespread Presence Across Toilet Care Innovation Supports the Value Sales Growth of SC Johnson Opposing Trends and Greater Diversification Increase Competition Category Data Table 71 Sales of Toilet Care by Category: Value 2012-2017 Table 72 Sales of Toilet Care by Category: % Value Growth 2012-2017 Table 73 NBO Company Shares of Toilet Care: % Value 2013-2017 Table 74 LBN Brand Shares of Toilet Care: % Value 2014-2017 Table 75 Forecast Sales of Toilet Care by Category: Value 2017-2022 Table 76 Forecast Sales of Toilet Care by Category: % Value Growth 2017-2022