Cleanzine: your weekly cleaning and hygiene industry newsletter 10th July 2025 Issue no. 1170

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CMS Berlin 2025: Digitalisation is having a profound impact on the cleaning industry

The event’s supporting Associations: BIV (Federal Guild Association of the Building Cleaning Trade), VDMA (Cleaning Systems Association of the German Engineering Federation) and IHO (Industrial Association for Hygiene & Surface Protection for Industrial & Institutional Applications) explain market developments and industry trends…

From 23rd to 26th September, CMS Berlin will once again become the central meeting place for the European cleaning & hygiene industry where exhibitors from Germany and overseas will present their latest products in commercial cleaning machines and equipment as well as cleaning, care and disinfectant agents. This year’s event will focus in particular on digital solutions, automation, the shortage of skilled workers, increasing regulatory requirements and sustainability.

Building cleaning trade: growth in social security employment, sales on the rise…
With around 658,000 employees (as of 2024), building cleaning remains the most labour-intensive skilled trade sector in Germany. There is a constant trend towards growth in employment subject to social security contributions (currently: 67.8% employment subject to social security contributions vs. 27.8% marginal employment, 4.4% active owners).

Since 2008, employment subject to social insurance contributions in the industry has risen by more than 40%. In 2024, industry turnover exceeded the 27 billion euro mark for the first time.

The German cleaning market thus remains clearly at the top in Europe. As an umbrella organisation, the BIV represents the interests of its approximately 2,500 member companies, which account for around 85% of the total market.

Staff shortages slow growth, AI plays a key role…
In the first few months of the year, the BIV focused on political lobbying and, with a view to the federal elections and the formation of a new federal government, formulated clear demands, including a massive reduction in bureaucracy and structural reforms in the social security system. Non-wage labour costs in Germany have reached a record level of 42.3%, which is placing an increasing burden on companies and employees alike.

By far the biggest challenge for the industry is and remains the increasing shortage of personnel. According to a BIV Association survey, companies are lacking additional personnel in the order of up to 10%. More than half of the building service providers surveyed stated this. More than a fifth of companies estimate their personnel requirements at up to 20%.

Digitalisation with automation, sensor technology and robotics could be a solution to the shortage of personnel, according to Federal Guild Master Thomas Dietrich, who describes CMS Berlin as the most innovative international networking platform of the year: “We look forward to bringing the industry together and promoting dialogue about the future of building cleaning,” he says.

In the area of digitalisation, companies are currently showing particular interest in the possibilities offered by artificial intelligence: “AI plays a key role in mastering the challenges facing the industry, opening up new business opportunities and increasing efficiency,” says Thomas.

Cleaning machine manufacturers cautiously optimistic…
Sales by cleaning machine manufacturers developed robustly overall in 2024, but varied depending on the customer country and segment. While sales abroad experienced positive momentum, domestic sales moved sideways, similar to the overall economic development.

In terms of segments, for example, domestic sales of scrubbing and sweeping machines declined slightly, while sales of rental machines increased.

The industry is cautiously optimistic about the current year 2025. Frank Ulbricht, Chairman of the VDMA, explains: “Looking ahead, the planned massive government investments are likely to have a positive impact on the German cleaning market due to downstream effects.

“However, it is very difficult to forecast the development of global markets at present due to geopolitical uncertainties.”

Cleaning machine manufacturers, who traditionally have an export share of well over 80%, are therefore very concerned about the trade policy of the new US administration. Trade conflicts and new tariff barriers are poison for global trade and the global economy. In addition, isolationism prevents fair, free competition and reduces innovation.

“Even if a profound trade conflict can still be averted, the volatility of the US government is causing uncertainty in the market,' explains Frank.

High potential through digitalisation of the cleaning industry…
Frank Ulbricht (pictured)s emphasises the huge potential of digitalisation in the cleaning industry: “In the cleaning world, numerous processes and methods can be optimised using data,” he says.

“Digitalisation creates many new opportunities to make processes more efficient and to offer cleaning services in a needs-oriented and efficient manner, as well as to carry them out in a targeted manner.”

Since the end of the Coronavirus crisis, there has been a rapidly growing interest in automated solutions and autonomous machines on the customer side, partly due to the labour shortage. Furthermore, cleaning management can be combined with the wealth of building data that is already available.

This goes so far that intelligent cleaning robots communicate with the digital infrastructure of buildings and are thus automatically directed to the places where they can perform their work most efficiently.

"Digitalisation supports cleaning staff on site - this is becoming increasingly relevant against the backdrop of labour shortages,” adds Frank. “In addition, digitisation and automation can make jobs in the cleaning industry more ergonomic and attractive for employees, but also more cost-efficient. As the VDMA trade association, we are delighted to be able to present the latest developments live and in colour at CMS Berlin together with our partner associations.”

Trend reversal achieved in cleaning chemicals…
The manufacturers of professional cleaning and disinfecting agents organised in the IHO are looking forward to CMS Berlin 2025 with great anticipation. Markus Häfner, Chairman of the Building Cleaning Department of the IHO, says:

"With a market share of over 34%, Germany is the most important market in Europe for our members. That's why we will be presenting many innovations for the first time at CMS, but even more important to us is the personal exchange with building service providers."

After years of pandemic-related stagnation and particularly challenging economic conditions, suppliers are seeing increased demand. With just under 10% growth in volume and turnover in 2024, building cleaning is growing less strongly than, for example, the healthcare sector, which is also relevant to CMS, but a trend reversal is nevertheless evident.

Fortunately, the positive development is noticeable in all important segments, such as maintenance cleaners, sanitary cleaners and basic cleaners. The market is also rewarding the intensive efforts of manufacturers to offer particularly sustainable products through the selection of environmentally friendly raw materials, increased concentration or recycled packaging. Already, one in five products sold is environmentally certified.

The positive market development is countered by exponential regulation by European authorities and the risk of market exclusion of relevant ingredients, especially ethanol. The IHO and its members are monitoring this development with concern, as it may also have an impact on building service providers.

Current legal developments and requirements will therefore also be part of the CMS Practice Forum, with the IHO presenting, among other things, the new, user-friendly guide to the storage and transport of cleaning products. Markus Häfner explains: "Through our Association work and forward-looking product development, we strive to keep the effects on building service providers to a minimum. Instead, we want to work with building service providers to focus on modern formulations that can make cleaning more efficient."

CMS offers an ideal platform for exchanging knowledge and getting to know products, which many manufacturers will be presenting at their stands, some of them live.

www.vdma.org | www.iho.de | www.die-gebaeudedienstleister.de | www.cms-berlin.de

19th June 2025