Henkel has set the tone in the market with its anniversary on September 22 and a new technology announcement for cleaning and adhesive applications on October 6. The group thereby shows that cleaning has long since become more than household care and is increasingly focused on technical innovation.
Leifheit launched new cleaning products from its Black Diamond line on October 6 and updated its forecast on October 21. Under the Henkel umbrella, Persil, Bref and Sagrotan hold their ground as well-known core brands in German households, while Frosch scores with sustainability themes. Dr. Beckmann remains relevant in the stain-removal segment, Vileda holds its position with cleaning aids in retail and in product discussions, Ecover, as an eco-friendly brand, continues to focus on its profile, though at a slower pace, and Somat holds its own in the dishwashing sector.
The German cleaning market thus remains firmly in the hands of established groups and heritage brands. Those who credibly position themselves on sustainability and innovation at the same time have the best prospects of winning over consumers and retailers alike.
Today's Ranking
| # | Name | Score | 24h | |
|---|---|---|---|---|
| 1 | A | Ariel | 96.2 | +12.6% |
| 2 | H | Henkel | 94 | +0% |
| 3 | L | Lenor | 93.8 | +0% |
| 4 | R | Rewe | 92.8 | +0% |
| 5 | P | Persil | 91.5 | +11.6% |
| 6 | D | dm | 90.2 | +0% |
| 7 | L | Leifheit | 90 | +0% |
| 8 | F | Frosch | 88.9 | +4.6% |
| 9 | M | Meister Proper | 86.1 | +0% |
| 10 | S | Sidolin | 83.4 | +16.5% |