Home & Laundry Care - Germany | Statista Market Forecast

Germany's Home & Laundry Care market is projected to generate a revenue of US$6.35bn in 2024.
It is expected to experience an annual growth rate of 2.09% (CAGR 2024-2029).
The largest segment within this market is Laundry Care, with a market volume of US$3.07bn in 2024.
When compared globally, United States leads in terms of revenue generation, reaching US$32bn in 2024.
In terms of per capita revenues, in Germany is expected to generate US$76.31 per person in 2024.
Furthermore, online sales are projected to account for 16.7% of the total revenue in the Home & Laundry Care market by 2024.
Germany's emphasis on sustainability has driven a surge in demand for eco-friendly home and laundry care products.

Definition:

The Home & Laundry Care market covers cleaning products used for private households. This market only takes into account consumable detergents for use in private households (B2C). Auxiliary cleaning equipment (e.g., mops and brooms) are not included. Professional products for industry use or household cleaning services (B2B) have also not been included.

Structure:

Home & Laundry consists of 4 different markets:

The Laundry Care covers all detergents purchased by consumers that are intended for the care of textiles in the form of powder, tabs, or liquids.
The Household market covers all consumer products used for the cleaning of surfaces, windows, and toilets.
The Dishwashing Detergents cover cleaning products used for washing up and cleaning dishes and cutlery. Both detergents for dishwashers and hand dishwashing detergents in liquid, powder, or tab form are included in this market.
The Polishes, Room Scents & Insecticides cover several specialty cleaning products for narrowly defined niche uses. The market includes polishes for shoes, floor, furniture, and coach care, along with room deodorants and household insecticides..

Additional Information:

The market comprises revenue, average revenue per capita, sales channel. The market encompasses retail sales through both online and offline sales channels to private end customers (B2C). For more information on the displayed data, click the info button on the right side of each box.

Laundry detergents
Household cleaners
Dishwashing detergents
Specialty products (polishes, room scents, household insecticides)
Cleaning products for private consumers (B2C)

Cleaning equipment (e.g. mops or cleaning cloths)
Cleaning services (laundry services, house cleaning)
Professional products for bulk consumers (B2B)

The Home & Laundry Care market in Germany is experiencing mild growth, influenced by trends such as eco-friendly product preferences, innovations in cleaning technology, and increased consumer focus on hygiene and convenience, shaping the overall market dynamics.

Customer preferences: Consumers in Germany are increasingly prioritizing sustainability in their home and laundry care choices, leading to a rise in demand for eco-friendly cleaning products and packaging. Additionally, the trend towards minimalism and decluttering is influencing purchasing behaviors, with many opting for multifunctional and space-saving solutions. Demographic shifts, such as the growing number of environmentally conscious millennials and Gen Z consumers, are further driving these preferences, as they seek products that align with their values of health, hygiene, and environmental responsibility.

Trends in the market: In Germany, the Home & Laundry Care market is experiencing a significant shift towards sustainability, with consumers increasingly favoring eco-friendly cleaning products and biodegradable packaging. This trend is not only reshaping product formulations but also influencing brand loyalty, as companies that demonstrate environmental responsibility gain favor among consumers. Additionally, minimalism is driving demand for multifunctional, space-saving solutions that prioritize efficiency and organization. As millennials and Gen Z consumers become key market players, their emphasis on health, hygiene, and environmental ethics is prompting industry stakeholders to innovate and adapt, presenting both challenges and opportunities for growth.

Local special circumstances: In Germany, the Home & Laundry Care market is being shaped by a strong emphasis on environmental consciousness, fueled by stringent EU regulations promoting sustainability and waste reduction. The country’s rich cultural heritage of environmental stewardship drives consumers towards organic and eco-friendly products. Additionally, Germany's compact living spaces encourage multifunctional cleaning solutions that maximize efficiency without compromising quality. This unique blend of regulatory frameworks and cultural values fosters a market landscape where innovation thrives, catering to the eco-aware preferences of modern consumers.

Underlying macroeconomic factors: The Home & Laundry Care market in Germany is significantly influenced by macroeconomic factors such as rising disposable incomes, shifting consumer spending patterns, and an increasing focus on sustainability. As the German economy demonstrates steady growth, consumers are more willing to invest in premium eco-friendly products that align with their values. Furthermore, stringent EU environmental regulations encourage manufacturers to innovate and adopt sustainable practices, enhancing product offerings. Additionally, fluctuating energy prices and economic uncertainty may impact consumer purchasing behavior, leading to a greater demand for efficient, cost-effective cleaning solutions that maintain quality while minimizing environmental impact.

Data coverage:

The data encompasses B2C enterprises. Figures are based on the total consumer spending on home and laundry care products. The market encompasses cleaning products designed for private households, including laundry care, household cleaners, dishwashing detergents, and polishes, room scents & insecticides.

Modeling approach:

Market sizes are determined through a top-down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, international institutions, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP and consumer spending. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, regression analysis and Monte Carlo simulations are particularly suited for forecasting in the Home and Laundry Care market, due to the unpredictable variability and complex dynamics in consumer behavior and product adoption. The main drivers are GDP and consumer spending.

Additional notes:

The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

This report presents a comprehensive analysis and additional information on the Consumer market, in a PDF format.

Consumers’ interest in cleaning supplies has kept on growing in the last few years. As awareness on the importance of good hygiene practices increases, so does the revenue of the global home and laundry care market, which was estimated to add up to nearly 200 billion U.S. dollars in 2024 and to grow to over 230 billion U.S. dollars by 2029. The United States is the leading region in the market, having recorded over 30 billion U.S. dollars in revenues as of 2023, followed by China and India.