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Detergent / Cleaning Agents and Cleaners

In this area the household consumption of the above-mentioned products is observed and analyzed. For the area of detergent / cleaning agents and cleansers the data are collected from the household panel with 30,000 households.

In this connection a distinction is made among the following partial markets:

• All-purpose laundry detergent
• Fine / wool detergent
• Rinse softener
• Dishwashing detergent (manual)
• Dishwasher detergent
• Household cleanser (all-purpose, soap / neutral and vinegar cleanser)
• Floor care (incl. carpet cleaner)
• Toilet hygiene (toilet cleansers, toilet stones)
• Window cleaners
• Bath cleansers
• Special cleaning agents (decalcifying agents, ceramic, microwave, plastic cleaners)

From the data information is gained that clarifies the following questions, among others:

• What share of total spending for detergent / cleaning agents and cleansers do the individual market segments have?
• What are the trends (powder, liquid, tabs) in the laundry detergent market?
• How loyal are the private label and Aldi buyers compared to buyers of brands?
• Are there structural differences between Aldi buyers and brand-name buyers?
• How do the extensive buyers differ from the intensive buyers?
• Do buyers of dishwasher detergent also buy detergent for washing by hand?
• Are there differences in individual sales channels / key accounts?