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PUBLISHER: Euromonitor International | PRODUCT CODE: 1119311

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PUBLISHER: Euromonitor International | PRODUCT CODE: 1119311

Tissue and Hygiene in Germany

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PAGES: 56 Pages
DELIVERY TIME: 1-2 business days
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Tissue and hygiene saw very different performances between the away-from-home (AFH) and retail channels in 2021, as COVID-19 continued to disrupt lifestyles in Germany. 2021 started with a continued lockdown, which was implemented in November 2020 and lasted until May 2021, leading to the sluggish performance of AFH tissue during Q1 and half of Q2. However, with the reopening of restaurants, cafes and bars, and travel bans being relaxed, AFH tissue was able to see strong current value and volume...

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 2017-2021, 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 2026 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.
Product Code: DPPDE

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

  • Tissue and hygiene in 2021: The big picture
  • 2021 key trends
  • Competitive landscape
  • Retailing developments
  • What next for tissue and hygiene?
  • CHART 1 Retail Tissue and Hygiene Value Sales Growth Scenarios: 2019-2026
  • CHART 2 Retail Tissue and Hygiene Impact of Drivers on Value Sales: 2019-2026

MARKET INDICATORS

  • Table 1 Birth Rates 2016-2021
  • Table 2 Infant Population 2016-2021
  • Table 3 Female Population by Age 2016-2021
  • Table 4 Total Population by Age 2016-2021
  • Table 5 Households 2016-2021
  • Table 6 Forecast Infant Population 2021-2026
  • Table 7 Forecast Female Population by Age 2021-2026
  • Table 8 Forecast Total Population by Age 2021-2026
  • Table 9 Forecast Households 2021-2026

MARKET DATA

  • Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2016-2021
  • Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2016-2021
  • Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2017-2021
  • Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2018-2021
  • Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2016-2021
  • Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2016-2021
  • Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2021
  • Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2021-2026
  • Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2021-2026

DISCLAIMER

SOURCES

  • Summary 1 Research Sources

SANITARY PROTECTION IN GERMANY

KEY DATA FINDINGS

2021 DEVELOPMENTS

  • Family planning and income squeeze curtail growth
  • Natural products remain popular, but reusable products now compete
  • Johnson & Johnson maintains its lead

PROSPECTS AND OPPORTUNITIES

  • Unfavourable demographic trends to hinder long-term growth
  • Sustainability set to remain a key pillar of brand differentiation
  • DTC strategy likely to gain significance, while bricks-and-mortar may stay resilient

CATEGORY DATA

  • Table 19 Retail Sales of Sanitary Protection by Category: Value 2016-2021
  • Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2016-2021
  • Table 21 Retail Sales of Tampons by Application Format: % Value 2016-2021
  • Table 22 NBO Company Shares of Retail Sanitary Protection: % Value 2017-2021
  • Table 23 LBN Brand Shares of Retail Sanitary Protection: % Value 2018-2021
  • Table 24 Forecast Retail Sales of Sanitary Protection by Category: Value 2021-2026
  • Table 25 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2021-2026

NAPPIES/DIAPERS/PANTS IN GERMANY

KEY DATA FINDINGS

2021 DEVELOPMENTS

  • Falling birth rate leads to volume decline in nappies/diapers/pants
  • Pampers strengthens its lead in 2021
  • Innovation through eco-friendly products and D2C models

PROSPECTS AND OPPORTUNITIES

  • Only negligible volume growth expected, despite slight increase in the birth rate
  • The switch to disposable pants is set to continue
  • Positive outlook for distribution of nappies/diapers/pants via e-commerce

CATEGORY DATA

  • Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2016-2021
  • Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2016-2021
  • Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2017-2021
  • Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2018-2021
  • Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2021-2026
  • Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2021-2026

RETAIL ADULT INCONTINENCE IN GERMANY

KEY DATA FINDINGS

2021 DEVELOPMENTS

  • Demand continues to rise, driven by the ageing population and product innovation
  • Light adult incontinence versus pantyliners: the new dilemma for women
  • Essity remains strong, with private label also holding a high share

PROSPECTS AND OPPORTUNITIES

  • Positive outlook for retail adult incontinence, although growth is slowing
  • New developments will focus on personalisation
  • Growth expected across categories

CATEGORY DATA

  • Table 32 Sales of Retail Adult Incontinence by Category: Value 2016-2021
  • Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2016-2021
  • Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2017-2021
  • Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2018-2021
  • Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2021-2026
  • Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2021-2026

RX/REIMBURSEMENT ADULT INCONTINENCE IN GERMANY

KEY DATA FINDINGS

2021 DEVELOPMENTS

  • Demographics support sales, but this is not enough to maintain growth
  • Volume sales decline due to stricter reimbursement regulations

PROSPECTS AND OPPORTUNITIES

  • Declining volume sales as consumers opt for purchases through retail
  • Further pressure on government aid expected to have a negative impact

CATEGORY DATA

  • Table 38 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2016-2021
  • Table 39 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2016-2021
  • Table 40 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2021-2026
  • Table 41 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2021-2026

WIPES IN GERMANY

KEY DATA FINDINGS

2021 DEVELOPMENTS

  • Growth supported by extended health and hygiene concerns
  • Baby wipes popular for gentle, natural and mild features, whilst appealing to adults helps mitigate declining baby population
  • Procter & Gamble maintains lead in wipes during 2021

PROSPECTS AND OPPORTUNITIES

  • With or without pandemic, demand for wipes will continue to rise
  • Product developments likely to focus on eco-friendly "clean" products
  • Growing role for small packs of wipes as consumers resume outdoor activities

CATEGORY DATA

  • Table 42 Retail Sales of Wipes by Category: Value 2016-2021
  • Table 43 Retail Sales of Wipes by Category: % Value Growth 2016-2021
  • Table 44 NBO Company Shares of Retail Wipes: % Value 2017-2021
  • Table 45 LBN Brand Shares of Retail Wipes: % Value 2018-2021
  • Table 46 Forecast Retail Sales of Wipes by Category: Value 2021-2026
  • Table 47 Forecast Retail Sales of Wipes by Category: % Value Growth 2021-2026

RETAIL TISSUE IN GERMANY

KEY DATA FINDINGS

2021 DEVELOPMENTS

  • Still higher consumption across categories than before COVID-19 pandemic
  • Essity starts to produce pulp from straw in Germany
  • Private label continues to dominate, but loses ground in toilet paper in 2021

PROSPECTS AND OPPORTUNITIES

  • Retail tissue to return to growth, remaining above pre-pandemic times
  • Environmental concerns to drive innovation
  • Toilet paper and pocket handkerchiefs set to maintain growth

CATEGORY DATA

  • Table 48 Retail Sales of Tissue by Category: Value 2016-2021
  • Table 49 Retail Sales of Tissue by Category: % Value Growth 2016-2021
  • Table 50 NBO Company Shares of Retail Tissue: % Value 2017-2021
  • Table 51 LBN Brand Shares of Retail Tissue: % Value 2018-2021
  • Table 52 Forecast Retail Sales of Tissue by Category: Value 2021-2026
  • Table 53 Forecast Retail Sales of Tissue by Category: % Value Growth 2021-2026

AWAY-FROM-HOME TISSUE AND HYGIENE IN GERMANY

KEY DATA FINDINGS

2021 DEVELOPMENTS

  • Reopening of horeca during 2021 is not enough for full recovery
  • Performances vary by category and by channel
  • AFH adult incontinence improves its rate of growth

PROSPECTS AND OPPORTUNITIES

  • Growth expected across the board as normality gradually returns
  • Continued although slower growth for AFH adult incontinence
  • Long-term hygiene focus set to boost sales of AFH wipers

CATEGORY DATA

  • Table 54 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2016-2021
  • Table 55 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2016-2021
  • Table 56 Sales of Away-From-Home Paper Towels by Type: % Value 2016-2021
  • Table 57 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2016-2021
  • Table 58 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2021
  • Table 59 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2021-2026
  • Table 60 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2021-2026
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