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Introduction
Definitions
Abbreviations
Executive Summary
Convenience products in demand
Strong focus on price
Suppliers turn to niche products for higher margins
Environmental issues remain important
Discounters gain ground, while self-service drugstores stabilise
Henkel and Procter & Gamble lead, but own-labels growing
New product development concentrates on specialist detergents
Light use of fabric care products in a European setting
A bleak overall outlook, but brighter for liquid and convenience products
Market Drivers
More women in employment creates demand for convenience products...
Figure 1: Trends in German employment, 1998-2002
...as does the greying population
Figure 2: Trends in German population, 1998-2002
Economic insecurity slows down spending
Figure 3: Trends in German PDI and consumer expenditure, at constant prices, 1995-2003
Trend towards small households can dent shift towards larger packs
Figure 4: Trends in German household size, 1998-2002
High penetration of washing machines
A regulated market
Environmental issues important
Market Size and Trends
General maturity
Figure 5: German retail value sales of fabric care products, at current and constant prices,
1998-2003
Figure 6: German retail value sales of fabric care products, by sector, 1998-2003
Figure 7: German retail value sales of fabric care products, % share by sector, 1998 and 2002
Increasing price competition
Suppliers are exploring niche products for higher margins
Market Segmentation
Laundry detergents
Figure 8: German retail value sales of laundry detergents, by type, 1998-2003
Figure 9: Usage of laundry detergents, by format, 2001-02
All-purpose laundry detergents
Figure 10: German retail value sales of all-purpose laundry detergents, by format, 1998-2003
Specialist laundry detergents
Fabric conditioners
Figure 11: German retail value sales of fabric conditioners, by type, 2000-03
Ancillary products
Figure 12: German retail value sales of ancillary products, by type, 2001-03
Distribution
Figure 13: German retail value sales of fabric care products, by outlet, 2001-02
Trading base
Figure 14: Number of retail outlets, by type, 1995-2000
Figure 15: Major drugstores, 2000-01
The Supply Structure
Manufacturers' shares
Figure 16: Brands' value shares of fabric care products, 1998-2002
Figure 17: Own-label vs branded products, sales of laundry detergents and fabric conditioners,
2002
Laundry detergents
All-purpose laundry detergents
Figure 18: Manufacturers' value shares of all-purpose laundry detergents, 1998-2002
Figure 19: Popularity of all-purpose laundry detergents, 2000-02
Specialist laundry detergents
Figure 20: Brands' value shares of specialist laundry detergents, 2000-02
Fabric conditioners
Figure 21: Brands' value shares of fabric conditioners, 2000-02
Ancillary products
Companies and brands
Colgate-Palmolive GmbH
Dalli-Werke Wäsche und Körperpflege GmbH & Co. KG
Henkel KG
Lever Fabergé GmbH
Procter & Gamble GmbH
Werner & Mertz GmbH
New Product Development
New product launches 2003
Aug-03
Jul-03
Jun-03
May-03
Apr-03
Mar-03
Feb-03
The Consumer
Pan-European use of fabric care products
Figure 22: Penetration of fabric care products, by country, 2002
Figure 23: Types of fabric care products used, by country, 2002
Use of specialist fabric conditioners above European average in Germany
Potential to encourage more frequent use
Figure 24: Frequency of using fabric care products, by country, 2002
Figure 25: Heavy use of fabric care products, by type and country, 2002
Use of fabric care products in Germany
Figure 26: Use of washing liquid for fabrics and fabric conditioner, by demographic sub-group,
2002
Liquid detergents popular among Western Germans
Figure 27: Frequency of using washing liquid for fabrics, by demographic sub-group, 2002
Strong family bias in use of fabric conditioners
Figure 28: Frequency of using fabric conditioner, by demographic sub-group, 2002
Almost a third of consumers use tablets
Figure 29: Use of washing powder and tablets, by type and demographic sub-group, 2002
Figure 30: Use of tablets, by age and income group, 2002
Figure 31: Frequency of using powder detergents, by demographic sub-group, 2002
Men appreciate the convenience of tablets
Figure 32: Frequency of using tablets, by demographic sub-group, 2002
Use of stain removers linked to income level
Figure 33: Use of stain removers, by demographic sub-group, 2002
Figure 34: Use of stain removers, by income group, 2002
Figure 35: Frequency of using stain removers, by demographic sub-group, 2002
Prospects
Own-labels to dent value growth
Liquids to make ground, especially in specialist detergents
Environmental concerns affect market
Varying consumer needs
More innovations in the pipeline
Continued stress on convenience
Forecast
Competitive and conservative
Figure 36: Forecast for German retail sales of fabric care products, 2003-07
Little scope for expansion overall...
...but some potential in certain sectors
Niche products have short-term success
Rise in households not necessarily helpful
Appendix: Research Methodology
Index of reports
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