When observing the market value for both Eastern and Western Europe, it grew year-on-year between 2012 and 2016 by approximately 1.7 and 1.3 billion euros respectively. Focusing on country-specific figures, Germany's sales value of household products amounted to roughly 6.9 billion euros. France, Italy and the United Kingdom had a sales value of more than five billion each, while Spain with 3.6 billion euros and the Netherlands with 1.1 billion euros closed the top five.
Looking at the sales value share of cleaning products in Europe, paper disposals had a sales share of 30 percent. Fabric detergents reached a share of 21 percent, whereas household cleaners generated a sales share of approximately 15 percent. When looking at household cleaning products, laundry care had a market share of roughly 47 percent. A little more than 25 percent was generated by surface care, and dish washing reached approximately 15 percent.
Despite a competitive market, the industry is economically stable. Henkel, a leading manufacturer of cleaning products and one of the key players with brands like Persil, Silan and Pril, to make one example, benefits from this situation as confirmed by their annual revenue. As of 2016, the revenue of Henkel worldwide amounted to approximately 18 billion euros, an increase of roughly 5.9 billion euros on a period of ten years. Most of its turnover in 2016 was generated in the regions Western and Eastern Europe, at roughly six and three billion euros respectively.
Even though the industry is experiencing continuous growth, the players within the market need to impress consumers with new features. However, the main purpose of cleaning products is to clean, acknowledged by more than 60 percent of consumers responding to a survey on the most important cleaning product attribute. The number one motivation to clean is because the house looks dirty or messy, mentioned by a little more than 70 percent of respondents.