April 2026 · 113 SKUs
Germany’s
drugstore
detergent is cheaper.
Across 218 German price records, DM’s Denkmit had a much lower median cost per wash than premium and eco laundry brands.
Median gap
51%
cheaper per wash vs Persil
218 price records · 113 German detergent SKUs · 2026-01-26 → 2026-04-05
Median cost per wash
Germany · selected brands
The spread is wide.
Denkmit is lowest.
Denkmit
Frosch
Perwoll
Spee
Lenor
Ariel
Persil
everdrop
Median range
€0.16 to €0.33
Premium and eco branding both add cost, while the drugstore own label stays far lower.
Annual spend
€16/year
for around 100 loads
A two-wash-a-week household spends about €16 on Denkmit, versus €32 on Persil and €33 on everdrop.
Why?
Denkmit is DM’s own brand and avoids the large marketing budgets behind Persil and Ariel.
Premium brands price in television ads, sponsorships, and long-built brand equity.
In this category, eco positioning adds a premium on top of brand pricing rather than replacing it.
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