Tissue and Hygiene in Germany
In 2023, tissue and hygiene in Germany experienced a persistent increase in value following significant growth the previous year. This continued growth was mainly driven by the sustained rising costs of raw materials and production. Despite a lower inflation rate compared to 2022, consumer prices in Germany continued to increase in 2023. The cost of energy showed signs of easing and food prices continued to slow, although they remained above overall inflation. Consumer confidence remained conser...
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 2019-2023, 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 2028 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?
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 2019-2023, 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 2028 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.
Tissue and Hygiene in Germany
Euromonitor International
March 2024
LIST OF CONTENTS AND TABLES
TISSUE AND HYGIENE IN GERMANY
EXECUTIVE SUMMARY
Tissue and hygiene in 2023: The big picture
2023 KEY TRENDS
Competitive landscape
Retailing developments
What next for tissue and hygiene?
MARKET INDICATORS
Table 1 Birth Rates 2018-2023
Table 2 Infant Population 2018-2023
Table 3 Female Population by Age 2018-2023
Table 4 Total Population by Age 2018-2023
Table 5 Households 2018-2023
Table 6 Forecast Infant Population 2023-2028
Table 7 Forecast Female Population by Age 2023-2028
Table 8 Forecast Total Population by Age 2023-2028
Table 9 Forecast Households 2023-2028
MARKET DATA
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2019-2023
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2020-2023
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2018-2023
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2018-2023
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2023
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2023-2028
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2023-2028
DISCLAIMER
SOURCES
Summary 1 Research Sources
MENSTRUAL CARE IN GERMANY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Demand for pantyliners continues to grow in Germany due to versatile use
The interest in niche and organic products is rising
E-commerce gains further traction within menstrual care distribution
PROSPECTS AND OPPORTUNITIES
Digitalisation offers new ways for players to communicate with consumers
Sustainability to continue driving innovation in menstrual care and packaging
Evolving menstrual care consumer challenges players to innovate and adapt
CATEGORY DATA
Table 42 Retail Sales of Menstrual Care by Category: Value 2018-2023
Table 43 Retail Sales of Menstrual Care by Category: % Value Growth 2018-2023
Table 44 Retail Sales of Tampons by Application Format: % Value 2018-2023
Table 45 NBO Company Shares of Retail Menstrual Care: % Value 2019-2023
Table 46 LBN Brand Shares of Retail Menstrual Care: % Value 2020-2023
Table 47 Forecast Retail Sales of Menstrual Care by Category: Value 2023-2028
Table 48 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2023-2028
NAPPIES/DIAPERS/PANTS IN GERMANY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Ongoing demand for nappies/diapers/pants despite declining birth rate
Pampers remains leading brand of nappies/diapers/pants in Germany
Private label expands offer amid economic instability
PROSPECTS AND OPPORTUNITIES
Innovation expected to revolutionise nappies/diapers/pants
Players must address need to reduce waste caused by nappy/diaper production and disposal
E-commerce is expected to grow further with the addition of AI technology
CATEGORY DATA
Table 49 Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 50 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023
Table 51 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2019-2023
Table 52 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2020-2023
Table 53 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2023-2028
Table 54 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2023-2028
RETAIL ADULT INCONTINENCE IN GERMANY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Confidence in retail adult incontinence supports further growth
Essity dominates retail adult incontinence amid emerging private label options
Retail adult incontinence brands continue to fight stigma surrounding the condition
PROSPECTS AND OPPORTUNITIES
Sustainability is a growing concern within retail adult incontinence
Offer of retail adult incontinence is evolving to become smarter
E-commerce delivers significant advantages
CATEGORY DATA
Table 55 Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 56 Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023
Table 57 NBO Company Shares of Retail Adult Incontinence: % Value 2019-2023
Table 58 LBN Brand Shares of Retail Adult Incontinence: % Value 2020-2023
Table 59 Forecast Sales of Retail Adult Incontinence by Category: Value 2023-2028
Table 60 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2023-2028
RX/REIMBURSEMENT ADULT INCONTINENCE IN GERMANY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Bureaucratic process of reimbursement drives consumers to retail
Price of production drives up value sales in 2023
PROSPECTS AND OPPORTUNITIES
Change in market dynamics to empower adult incontinence consumers
Pressures to make reimbursement products more attainable in cost-of-living crisis
CATEGORY DATA
Table 19 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2018-2023
Table 20 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2018-2023
Table 21 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2023-2028
Table 22 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2023-2028
WIPES IN GERMANY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Private label gains popularity in times of high cost-consciousness
Discounters gain share as consumers look to save on their shopping bills
Demand for baby wipes continues to grow despite higher prices and falling birth rate
PROSPECTS AND OPPORTUNITIES
Consumers expect wipes to offer convenience and efficiency
Multifunctionality expected to grow in the personal hygiene space
Biodegradable and flushable wipes in response to environmental concerns
CATEGORY DATA
Table 23 Retail Sales of Wipes by Category: Value 2018-2023
Table 24 Retail Sales of Wipes by Category: % Value Growth 2018-2023
Table 25 NBO Company Shares of Retail Wipes: % Value 2019-2023
Table 26 LBN Brand Shares of Retail Wipes: % Value 2020-2023
Table 27 Forecast Retail Sales of Wipes by Category: Value 2023-2028
Table 28 Forecast Retail Sales of Wipes by Category: % Value Growth 2023-2028
RETAIL TISSUE IN GERMANY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Private label continues to drive retail tissue sales in 2023
Post-pandemic hygiene habits in Germany persist, benefiting retail tissue
Green tissue continues to gain space on retailers’ shelves
PROSPECTS AND OPPORTUNITIES
Premiumisation and personalisation to gain momentum within retail tissue
Smart tissue products to be expected as solutions to a more sustainable lifestyle
E-commerce to offer further advantages to growing digital consumer base
CATEGORY DATA
Table 29 Retail Sales of Tissue by Category: Value 2018-2023
Table 30 Retail Sales of Tissue by Category: % Value Growth 2018-2023
Table 31 NBO Company Shares of Retail Tissue: % Value 2019-2023
Table 32 LBN Brand Shares of Retail Tissue: % Value 2020-2023
Table 33 Forecast Retail Sales of Tissue by Category: Value 2023-2028
Table 34 Forecast Retail Sales of Tissue by Category: % Value Growth 2023-2028
AWAY-FROM-HOME TISSUE AND HYGIENE IN GERMANY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Further strong growth for away-from-home tissue and hygiene in 2023
AFH toilet paper remains most popular product for away-from-home tissue in Germany
Growing concerns over sustainability poses potential threat to away-from-home tissue
PROSPECTS AND OPPORTUNITIES
Away-from-home tissue set to be further driven by lifestyle habits
Ageing population to continue driving demand for away-from-home hygiene
Need for sustainable solutions will bring opportunities and challenges
CATEGORY DATA
Table 35 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2018-2023
Table 36 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2018-2023
Table 37 Sales of Away-From-Home Paper Towels by Type: % Value 2018-2023
Table 38 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2018-2023
Table 39 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2023
Table 40 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2023-2028
Table 41 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2023-2028
Euromonitor International
March 2024
LIST OF CONTENTS AND TABLES
TISSUE AND HYGIENE IN GERMANY
EXECUTIVE SUMMARY
Tissue and hygiene in 2023: The big picture
2023 KEY TRENDS
Competitive landscape
Retailing developments
What next for tissue and hygiene?
MARKET INDICATORS
Table 1 Birth Rates 2018-2023
Table 2 Infant Population 2018-2023
Table 3 Female Population by Age 2018-2023
Table 4 Total Population by Age 2018-2023
Table 5 Households 2018-2023
Table 6 Forecast Infant Population 2023-2028
Table 7 Forecast Female Population by Age 2023-2028
Table 8 Forecast Total Population by Age 2023-2028
Table 9 Forecast Households 2023-2028
MARKET DATA
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2019-2023
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2020-2023
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2018-2023
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2018-2023
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2023
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2023-2028
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2023-2028
DISCLAIMER
SOURCES
Summary 1 Research Sources
MENSTRUAL CARE IN GERMANY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Demand for pantyliners continues to grow in Germany due to versatile use
The interest in niche and organic products is rising
E-commerce gains further traction within menstrual care distribution
PROSPECTS AND OPPORTUNITIES
Digitalisation offers new ways for players to communicate with consumers
Sustainability to continue driving innovation in menstrual care and packaging
Evolving menstrual care consumer challenges players to innovate and adapt
CATEGORY DATA
Table 42 Retail Sales of Menstrual Care by Category: Value 2018-2023
Table 43 Retail Sales of Menstrual Care by Category: % Value Growth 2018-2023
Table 44 Retail Sales of Tampons by Application Format: % Value 2018-2023
Table 45 NBO Company Shares of Retail Menstrual Care: % Value 2019-2023
Table 46 LBN Brand Shares of Retail Menstrual Care: % Value 2020-2023
Table 47 Forecast Retail Sales of Menstrual Care by Category: Value 2023-2028
Table 48 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2023-2028
NAPPIES/DIAPERS/PANTS IN GERMANY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Ongoing demand for nappies/diapers/pants despite declining birth rate
Pampers remains leading brand of nappies/diapers/pants in Germany
Private label expands offer amid economic instability
PROSPECTS AND OPPORTUNITIES
Innovation expected to revolutionise nappies/diapers/pants
Players must address need to reduce waste caused by nappy/diaper production and disposal
E-commerce is expected to grow further with the addition of AI technology
CATEGORY DATA
Table 49 Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 50 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023
Table 51 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2019-2023
Table 52 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2020-2023
Table 53 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2023-2028
Table 54 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2023-2028
RETAIL ADULT INCONTINENCE IN GERMANY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Confidence in retail adult incontinence supports further growth
Essity dominates retail adult incontinence amid emerging private label options
Retail adult incontinence brands continue to fight stigma surrounding the condition
PROSPECTS AND OPPORTUNITIES
Sustainability is a growing concern within retail adult incontinence
Offer of retail adult incontinence is evolving to become smarter
E-commerce delivers significant advantages
CATEGORY DATA
Table 55 Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 56 Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023
Table 57 NBO Company Shares of Retail Adult Incontinence: % Value 2019-2023
Table 58 LBN Brand Shares of Retail Adult Incontinence: % Value 2020-2023
Table 59 Forecast Sales of Retail Adult Incontinence by Category: Value 2023-2028
Table 60 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2023-2028
RX/REIMBURSEMENT ADULT INCONTINENCE IN GERMANY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Bureaucratic process of reimbursement drives consumers to retail
Price of production drives up value sales in 2023
PROSPECTS AND OPPORTUNITIES
Change in market dynamics to empower adult incontinence consumers
Pressures to make reimbursement products more attainable in cost-of-living crisis
CATEGORY DATA
Table 19 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2018-2023
Table 20 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2018-2023
Table 21 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2023-2028
Table 22 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2023-2028
WIPES IN GERMANY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Private label gains popularity in times of high cost-consciousness
Discounters gain share as consumers look to save on their shopping bills
Demand for baby wipes continues to grow despite higher prices and falling birth rate
PROSPECTS AND OPPORTUNITIES
Consumers expect wipes to offer convenience and efficiency
Multifunctionality expected to grow in the personal hygiene space
Biodegradable and flushable wipes in response to environmental concerns
CATEGORY DATA
Table 23 Retail Sales of Wipes by Category: Value 2018-2023
Table 24 Retail Sales of Wipes by Category: % Value Growth 2018-2023
Table 25 NBO Company Shares of Retail Wipes: % Value 2019-2023
Table 26 LBN Brand Shares of Retail Wipes: % Value 2020-2023
Table 27 Forecast Retail Sales of Wipes by Category: Value 2023-2028
Table 28 Forecast Retail Sales of Wipes by Category: % Value Growth 2023-2028
RETAIL TISSUE IN GERMANY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Private label continues to drive retail tissue sales in 2023
Post-pandemic hygiene habits in Germany persist, benefiting retail tissue
Green tissue continues to gain space on retailers’ shelves
PROSPECTS AND OPPORTUNITIES
Premiumisation and personalisation to gain momentum within retail tissue
Smart tissue products to be expected as solutions to a more sustainable lifestyle
E-commerce to offer further advantages to growing digital consumer base
CATEGORY DATA
Table 29 Retail Sales of Tissue by Category: Value 2018-2023
Table 30 Retail Sales of Tissue by Category: % Value Growth 2018-2023
Table 31 NBO Company Shares of Retail Tissue: % Value 2019-2023
Table 32 LBN Brand Shares of Retail Tissue: % Value 2020-2023
Table 33 Forecast Retail Sales of Tissue by Category: Value 2023-2028
Table 34 Forecast Retail Sales of Tissue by Category: % Value Growth 2023-2028
AWAY-FROM-HOME TISSUE AND HYGIENE IN GERMANY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Further strong growth for away-from-home tissue and hygiene in 2023
AFH toilet paper remains most popular product for away-from-home tissue in Germany
Growing concerns over sustainability poses potential threat to away-from-home tissue
PROSPECTS AND OPPORTUNITIES
Away-from-home tissue set to be further driven by lifestyle habits
Ageing population to continue driving demand for away-from-home hygiene
Need for sustainable solutions will bring opportunities and challenges
CATEGORY DATA
Table 35 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2018-2023
Table 36 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2018-2023
Table 37 Sales of Away-From-Home Paper Towels by Type: % Value 2018-2023
Table 38 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2018-2023
Table 39 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2023
Table 40 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2023-2028
Table 41 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2023-2028
