The German market for dishwashing detergents: market shares: household cleaning agents: manufacturers'

Article Abstract:

Henkel is the leading manufacturer in the German market for household cleaning agents, based on overall market value, as it accounted for 27% of sales in 1997. Henkel, which keeps a presence in most product categories through Henkel/Thompson, saw its market share go down in recent years due to increasing competition in several segments. Benckiser, which concentrates primarily on automatic dishwashing, saw its value market share rise considerably from 10.6% in 1995, to 16.7% in 1997, as it benefitted from increasing ownership of dishwashers. Werner & Mertz surpassed Procter & Gamble to account for the third-biggest share of the market, with 12.8% of value in 1997.

Comment:

Accounted for 12.8% of value sales of household cleaning agents in the German market in 1997

Household Detergents & Cleansers, Company Data, Cleaning agents, Reckitt Benckiser PLC, Werner and Mertz

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The German market for dishwashing detergents: market shares: hand dishwashing detergents: brand

Article Abstract:

Palmolive is the top brand in the hand dishwashing detergents category in Germany, with a 29% value share in 1997. The brand from Colgate-Palmolive increased its value share from 27.1% in 1996, to 29% in 1997, surpassing erstwhile front-runner Pril from Henkel, now at second place with a value share of 28.3% in 1997, nearly the same as 28.4% in 1996. Werner & Mertz' Frosch brand of washing-up liquid gained 0.8 percentage points from 1996, to increase its value share to 5.8% in 1997, although this was sufficient to surpass third-running Fairy from Procter & Gamble, whcih has a value share of 9.8% in 1997, down from 10.6% in 1996.

Comment:

Fairy is the third-leading brand in the hand dishwashing detergents category in Germany, with a 9.8% value share in 1997

Geographic, Media Business, Hand Dishwashing Powders & Pastes, Procter & Gamble Co., Colgate-Palmolive Co., Dishwashing powders, Frosch, Palmolive, Pril, Fairy

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