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Tissue and Hygiene in Germany

March 2023 | 51 pages | ID: TBE7B80A4A8EN
Euromonitor International Ltd

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In 2022, retail tissue and hygiene in Germany experienced a significant increase in current value terms, following marginal growth in the previous year. Away-from-home tissue and hygiene also saw slightly higher current value growth than in the previous year. Strong value growth was mainly driven by the rising costs of raw materials and production, and inflation. However, as inflation reached over 10% in September 2022, consumer confidence rapidly decreased, leading consumers to shift towards mo...

Euromonitor International's Tissue and Hygiene in Germany report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2018-2022, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they new product developments, distribution or pricing issues. Forecasts to 2027 illustrate how the market is set to change.

Product coverage: Away-from-Home Tissue and Hygiene, Retail Tissue and Hygiene, Rx/Reimbursement adult incontinence, Total Tissue and Hygiene.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
  • Get a detailed picture of the Tissue and Hygiene market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.
Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.
TISSUE AND HYGIENE IN GERMANY
EXECUTIVE SUMMARY
Tissue and hygiene in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for tissue and hygiene?
MARKET INDICATORS
Table 1 Birth Rates 2017-2022
Table 2 Infant Population 2017-2022
Table 3 Female Population by Age 2017-2022
Table 4 Total Population by Age 2017-2022
Table 5 Households 2017-2022
Table 6 Forecast Infant Population 2022-2027
Table 7 Forecast Female Population by Age 2022-2027
Table 8 Forecast Total Population by Age 2022-2027
Table 9 Forecast Households 2022-2027
MARKET DATA
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2017-2022
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2017-2022
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2018-2022
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2019-2022
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2017-2022
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2017-2022
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2022
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2022-2027
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 1 Research Sources
SANITARY PROTECTION IN GERMANY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Strong growth for overall sanitary protection in Germany
Sanitary protection sees a spike in early 2022 due to purchases to donate
Johnson & Johnson maintains its leadership in 2022
PROSPECTS AND OPPORTUNITIES
E-commerce expected to continue growing in the forecast period
Consumer awareness of eco-friendly materials and alternatives grows
A changing population is expected to slow the growth of sanitary protection
CATEGORY DATA
Table 29 Retail Sales of Sanitary Protection by Category: Value 2017-2022
Table 30 Retail Sales of Sanitary Protection by Category: % Value Growth 2017-2022
Table 31 Retail Sales of Tampons by Application Format: % Value 2017-2022
Table 32 NBO Company Shares of Retail Sanitary Protection: % Value 2018-2022
Table 33 LBN Brand Shares of Retail Sanitary Protection: % Value 2019-2022
Table 34 Forecast Retail Sales of Sanitary Protection by Category: Value 2022-2027
Table 35 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2022-2027
NAPPIES/DIAPERS/PANTS IN GERMANY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Nappies/diapers/pants achieves both volume and value growth in 2022
Challenging times lead to higher prices for nappies/diapers/pants
Procter & Gamble continues to lead nappies/diapers/pants in 2022
PROSPECTS AND OPPORTUNITIES
Continued value growth expected in nappies/diapers/pants in the forecast period
Product innovation to drive growth
E-commerce expected to gain importance as a sales channel
CATEGORY DATA
Table 36 Retail Sales of Nappies/Diapers/Pants by Category: Value 2017-2022
Table 37 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2017-2022
Table 38 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2018-2022
Table 39 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2019-2022
Table 40 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2022-2027
Table 41 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2022-2027
RETAIL ADULT INCONTINENCE IN GERMANY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Demand continues to rise in retail adult incontinence in Germany
Packaging and shelf placement act as ways to fight the stigma
Essity maintains its dominance in retail adult incontinence in Germany
PROSPECTS AND OPPORTUNITIES
Retail adult incontinence expected to grow in the forecast period
Technology to be applied in smarter products for active consumers
E-commerce expected to grow further
CATEGORY DATA
Table 42 Sales of Retail Adult Incontinence by Category: Value 2017-2022
Table 43 Sales of Retail Adult Incontinence by Category: % Value Growth 2017-2022
Table 44 NBO Company Shares of Retail Adult Incontinence: % Value 2018-2022
Table 45 LBN Brand Shares of Retail Adult Incontinence: % Value 2019-2022
Table 46 Forecast Sales of Retail Adult Incontinence by Category: Value 2022-2027
Table 47 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2022-2027
RETAIL TISSUE IN GERMANY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Retail tissue adjusts to the impact of inflation in 2022
Sustainability trend continues to challenge tissue manufacturing
Private label dominates the competitive landscape in 2022
PROSPECTS AND OPPORTUNITIES
Sustainability trend expected to continue to drive innovation
Pocket handkerchiefs expected to grow as cold and flu return
E-commerce to remain an important sales channel in Germany
CATEGORY DATA
Table 48 Retail Sales of Tissue by Category: Value 2017-2022
Table 49 Retail Sales of Tissue by Category: % Value Growth 2017-2022
Table 50 NBO Company Shares of Retail Tissue: % Value 2018-2022
Table 51 LBN Brand Shares of Retail Tissue: % Value 2019-2022
Table 52 Forecast Retail Sales of Tissue by Category: Value 2022-2027
Table 53 Forecast Retail Sales of Tissue by Category: % Value Growth 2022-2027
AWAY-FROM-HOME TISSUE AND HYGIENE IN GERMANY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Reopening of restaurants and return to travel revive AFH tissue and hygiene
Post-pandemic habits bring a heightened sense of hygiene
Raw materials and supply disruptions increase costs
PROSPECTS AND OPPORTUNITIES
Alternatives pose a threat to AFH tissue and hygiene
Growth expected in the forecast period
Sustainability will be increasingly important in AFH tissue and hygiene
CATEGORY DATA
Table 54 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2017-2022
Table 55 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2017-2022
Table 56 Sales of Away-From-Home Paper Towels by Type: % Value 2017-2022
Table 57 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2017-2022
Table 58 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2022
Table 59 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2022-2027
Table 60 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2022-2027
RX/REIMBURSEMENT ADULT INCONTINENCE IN GERMANY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Growing consumer base for Rx/reimbursement adult incontinence
Higher manufacturing prices drive up value growth in 2022
PROSPECTS AND OPPORTUNITIES
Lengthy and bureaucratic reimbursement process pushing patients to retail
Pressure to cut costs set to lead to slower growth in value terms
CATEGORY DATA
Table 19 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2017-2022
Table 20 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2017-2022
Table 21 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2022-2027
Table 22 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2022-2027
WIPES IN GERMANY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Demand for hygiene wipes endures in the wake of the pandemic
Private label lines continue to dominate baby wipes in Germany
Procter & Gamble remains the leader, despite the strong trend towards private label
PROSPECTS AND OPPORTUNITIES
All-purpose wipes to benefit from growing demand for convenience
Consumers expected to hunt for value, benefiting private label
Pre-pandemic lifestyles remain, while eco-awareness grows
CATEGORY DATA
Table 23 Retail Sales of Wipes by Category: Value 2017-2022
Table 24 Retail Sales of Wipes by Category: % Value Growth 2017-2022
Table 25 NBO Company Shares of Retail Wipes: % Value 2018-2022
Table 26 LBN Brand Shares of Retail Wipes: % Value 2019-2022
Table 27 Forecast Retail Sales of Wipes by Category: Value 2022-2027
Table 28 Forecast Retail Sales of Wipes by Category: % Value Growth 2022-2027


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