Competition record
Henkel
Deep profile · 0 linked library matters
Henkel sells Loctite adhesives that engineers specify on factory drawings, and it sells Persil laundry detergent in Germany and much of continental Europe. 3M and Sika contest the adhesive specification, and Procter & Gamble and Unilever contest the laundry aisle.
Overview
Henkel is based in Dusseldorf. The adhesive technologies business, led by Loctite, is qualified into automotive, electronics, and maintenance uses, and a drawing that names Loctite keeps that adhesive on the bill of materials.
Persil is a Henkel brand in Germany and many other European markets, sold next to P&G and private label. Schwarzkopf is the hair-care brand in retail and salons, Dial is the US personal-care brand, and laundry shelf resets in German grocery are a different buyer from the engineer who specifies a threadlocker.
An industrial distributor that carries Loctite is the route maintenance departments use to reorder. Switching adhesives means a new qualification, which is why the specification, not the detergent ad, is Henkel's stickiest position.
Competition footprint
Loctite callouts on engineering drawings lock an adhesive into production and maintenance.
Persil facings in continental European grocery are a branded-laundry contest.
Schwarzkopf salon and retail distribution is a third, separate shelf.
Consumer & business angle
A maintenance crew replacing a Loctite adhesive has to match the specification or requalify the joint.
German shoppers see Persil as a Henkel detergent beside rivals and the store brand.
What to watch
- Engineering specifications and distributor awards for Loctite versus 3M and Sika.
- Laundry shelf space for Persil in Germany and other Henkel markets.
Markets
industrial adhesives · laundry detergents · hair care
Also known as: henkel, loctite, schwarzkopf, persil
Conduct themes
Linked cases in the library
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