Food & Personal Care market in Germany

The German Food & Personal Care eCommerce market is predicted to reach US$26,906.8 million by 2023 and accounts for 21.4% of the total eCommerce market in Germany. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2023-2027) will be 13.1%, resulting in a projected market volume of US$44,022.1 million by 2027. Within the Food & Personal Care market ecommerceDB considers the following two sub-markets: Personal Care and Food & Beverages.

Market development

eCommerce revenue development in the Household Care market in Germany

The German Household Care eCommerce market is predicted to reach US$1,919.7 million by 2023 and accounts for 11.7% of the Personal Care eCommerce market in Germany. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2023-2027) will be 15.5%, resulting in a projected market volume of US$3,415.1 million by 2027. The Household Care eCommerce market is a sub-market of the Personal Care market. Further categories within the Personal Care market are: Beauty Care, Body Care, Eye Care, Hair Care, Health Care, Oral Care, Other Personal Care, and Skin Care.

eCommerce revenue development in the Household Care market in Germany

in million US$, in %

Note: Data shown is using current exchange rates and reflects market impacts of the Russia-Ukraine war

Source: Statista Market Insights, ecommerceDB

2020 2021 2022 2023 2024 2025 2026 2027
Revenue (in mUS$) 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
Growth (in %) 66.9 33.1 1.3 41.1 66.4 39.2 82.4 84.1
AOV (in US$) 96.9 7.4 29.4 3.7 80.8 40.2 7.0 38.9
CVR (in %) 66.9 33.1 1.3 41.1 66.4 39.2 82.4 84.1
AOV: Average Order Value CVR: Conversion Rate

Market definition

Definition of the Household Care market within the Food & Personal Care market

Market definition: Food & Personal Care > Personal Care > Household Care The category Household Care includes the online sale of cleaning products for private households, such as surface cleaners, dishwashing detergents, household paper, laundry care products, paper tissues, toilet paper, polishes, rooms scents, and insecticides. Other Household Care includes general cleaning utensils, such as brooms and buckets, dishwashing accessories, such as sponges, as well as cleaning accessories, such as wipes, gloves, and washing balls. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Dishwashing detergents
  • Laundry detergents
  • Household cleaners
  • Specialty products (e.g., polishes, room scents, household insecticides)
  • Paper tissues and toilet paper
  • Cleaning products for private consumers (B2C)

Out-of-scope

  • Cleaning equipment (e.g., mops or cleaning cloths)
  • Cleaning services (laundry services, house cleaning)
  • Professional products for bulk consumers (B2B)

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