The German market for dishwashing detergents: emerging product sectors: new product launches

Article Abstract:

Automatic dishwashing products accounted for the brunt of new product launches in the dishwashing products sector in Germany, from 1993 to 1997. The sub-segment of automatic dishwashing tablets, which are largely credited for growth in the overall segment, comprised the most significant product introductions, as there are now various varieties of two- or three-action tablets. Among the other new dishwashing products are dishwasher cleaners that clean the inside of the dishwasher and remove limescale; a lemon-scented dishwasher deodoriser by Lever, called Sun Aktiv Deftspender Zitrone; and numerous skin-friendly products in the washing-up liquid sub-segment.

Comment:

Germany: Automatic dishwashing prods accounted for the brunt of new prod launches in dishwashing prods sector from 1993 to 1997

Product introduction, New Products/Services, Marketing/Advertising Methods

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

Article Abstract:

Calgonit is the top brand in the automatic dishwashing detergents category in Germany, with 41.7% of value sales in 1997. The brand from Benckiser increased its value share from 37.9% in 1996, to 41.7% in 1997, effectively widening its lead over second-running Somat from Henkel, whose 34.0% value share in 1996, declined to 30.5% in 1997. Lever's Sun brand 0.2% percentage points from 1996, to increase its value share to 7.5% in 1997, although this was sufficient to surpass third-running Fairy Ultra from Procter & Gamble, which has a value share of 9.4% in 1997, down from 10.9% in 1996.

Comment:

Fairy Ultra third-leading brand in the automatic dishwashing detergents category in Germany, with 9.4% of value sales in 1997

Sales & consumption, Geographic, Company Data, Procter & Gamble Co., Reckitt Benckiser PLC, Henkel, Calgonit, Fairy Ultra, Somat, Sun

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