With heightened hygiene awareness and the continuation of hybrid working measures in Germany, demand for certain types of surface care, including all purpose cleaning wipes, kitchen cleaners and multi-purpose cleaners, is expected to grow over the forecast period. Local consumers have become more conscious of hygiene and cleanliness and this trend is likely to persist as they remain cautious about the spread of germs and viruses in general.
Multi-purpose cleaners is predicted to return to positive volume growth over the forecast period, as local consumers replace task-specific surface care with more convenient all-in-one offerings. This is expected to result in further innovation, not only from major brands, but also private label.
Private label surface care is expected to continue growing in 2024 as consumers adapt their purchasing behaviour to new price adjustments. With inflation driving up living costs, Germans have become increasingly price-sensitive and are likely to favour certain products over others.
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Understand the latest market trends and future growth opportunities for the Surface Care industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Surface Care industry in Germany, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Surface Care
This is the aggregation of multi-purpose, bathroom, oven , kitchen, window/glass, and floor cleaners, descalers, drain openers, scouring agents, household antiseptics and wipes.
See All of Our DefinitionsThis report originates from Passport, our Surface Care research and analysis database.
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