Disposable Paper Products in Germany
Euromonitor International's Disposable Paper Products in Germany market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, 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, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 107 | Publication date: Jul 2007
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Away-from-home disposable paper products; Retail disposable paper products
Executive summary
Consumers prefer bigger pack sizes
Manufacturers of nappies/diapers, sanitary protection, wipes, and toilet paper have turned to bigger pack sizes in order to increase their shares. Procter & Gamble GmbH introduced “Mega Packs” in sanitary protection, while SCA Hygiene Products AG offers a Zewa “Big Pack” of pocket handkerchiefs. In a time-pressed society consumers prefer big packs for reasons of convenience: big packs accommodate different family situations, mean shopping less often and work out to be cheaper. Bigger pack sizes generate additional sales, especially as private label manufacturers increasingly offer such products. However, volume growth tends to be achieved from lower unit prices.
Procter & Gamble sells brands to SCA Hygiene Products
In March 2007 Procter & Gamble, one of the key players in disposable paper products in Germany, sold its tissue operations, including the number one brand Tempo, the Bounty brand in kitchen towels, and the toilet paper brand Charmin to its rival SCA Hygiene Products. The acquisition strengthens SCA Hygiene Products’ position in the highly competitive disposable paper products industry in Germany. According to SCA Hygiene Products, the yearly net turnover of its disposable paper products business adds up to EUR500 million.
High costs for raw materials and energy put manufacturers under pressure
The situation in disposable paper products has been a difficult one for manufacturers over the review period. Disposable paper products is a highly competitive industry with small profit margins, and the leading shares held by private label. However, manufacturers are not only struggling with declining unit prices, as the massive increase in costs for raw materials and energy continued to put pressure on profitability in disposable paper product operations in Germany in 2006.
Incontinence products witnesses a shift in distribution
Until the beginning of the review period, incontinence products were almost exclusively distributed by chemists/drugstores (largely pharmacies), as these items were subject to medical prescription. Over the review period a shift in the distribution towards supermarkets/hypermarkets and discounters has taken place. However, this trend is largely visible for light incontinence products. The shift in distribution is attributed to the wider availability of products and to a general dilution of the stigma once attached to incontinence. As unit prices are higher in chemists/drugstores, value sales have suffered from this distribution trend.
Lotion pads introduced to Germany in 2006
Leading manufacturers of branded products continuously try to defend their position against private label alternatives by introducing innovations. Consumer Medical Care GmbH, a wholly-owned subsidiary of Hartmann AG, Paul, launched Bel Premium Lotion Pads in Germany in 2006. These lotion pads included aloe vera or sea minerals and are used for make-up removal purposes. Later in the year, Merz GmbH & Co KGaA followed with Demak’Up Augenmake-up Entferner Wattepads (eye make-up removers). Innovative products like these should help to maintain value sales over the forecast period. Nonetheless, as it is a very mature industry, overall value sales are predicted to decline slightly over the forecast period due to growing pressure on unit prices.
Table of contents
DISPOSABLE PAPER PRODUCTS IN GERMANY : MARKET INSIGHT
EXECUTIVE SUMMARY
Consumers prefer bigger pack sizes
Procter & Gamble sells brands to SCA Hygiene Products
High costs for raw materials and energy put manufacturers under pressure
Incontinence products witnesses a shift in distribution
Lotion pads introduced to Germany in 2006
KEY TRENDS AND DEVELOPMENTS
Demographic trends determine sales
Premium products the key to value growth
Private label prospers
Chained chemists/drugstores and discounters grow distribution shares
Bigger pack sizes are more convenient
MARKET INDICATORS
Table 1 Birth Rates 2001-2006
Table 2 Infant Population 2001-206
Table 3 Female Population by Age 2001-2006
Table 4 Total Population by Age 2001-2006
Table 5 Households 2001-2006
Table 6 Forecast Infant Population 2006-2011
Table 7 Forecast Female Population by Age 2006-2011
Table 8 Forecast Total Population by Age 2006-2011
Table 9 Forecast Households 2006-2011
MARKET DATA
Table 10 Retail Sales of Disposable Paper Products by Sector: Value 2001-2006
Table 11 Retail Sales of Disposable Paper Products by Sector: % Value Growth 2001-2006
Table 12 Retail Sales of Disposable Paper Products by Distribution Format: % Analysis 2001/2006
Table 13 Retail Sales of Disposable Paper Products by Sector and Distribution Format: % Analysis 2006
Table 14 Penetration of Private Label by Sector 2002-2006
Table 15 Forecast Retail Sales of Disposable Paper Products by Sector: Value 2006-2011
Table 16 Forecast Retail Sales of Disposable Paper Products by Sector: % Value Growth 2006-2011
DEFINITIONS
LOCAL COMPANY PROFILES - GERMANY
DUNI GMBH & CO KG - DISPOSABLE PAPER PRODUCTS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Duni GmbH & Co KG: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 2 Duni GmbH & Co KG: Competitive Position 2006
HAKLE-KIMBERLY DEUTSCHLAND GMBH - DISPOSABLE PAPER PRODUCTS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 3 Hakle-Kimberly Deutschland GmbH: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 4 Hakle-Kimberly Deutschland GmbH: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 5 Hakle-Kimberly Deutschland GmbH: Competitive Position 2006
HARTMANN AG, PAUL - DISPOSABLE PAPER PRODUCTS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Hartmann AG, Paul: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 7 Hartmann AG, Paul: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 8 Hartmann AG, Paul: Competitive Position 2006
JOHNSON & JOHNSON GMBH - DISPOSABLE PAPER PRODUCTS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Johnson & Johnson GmbH: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 10 Johnson & Johnson GmbH: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 11 Johnson & Johnson GmbH: Competitive Position 2006
MERZ GMBH & CO KGAA - DISPOSABLE PAPER PRODUCTS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Merz GmbH & Co KGaA: Key Facts
Summary 13 Merz GmbH & Co KGaA: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 14 Merz GmbH & Co KGaA: Competitive Position 2006
PAPSTAR VERTRIEBS GMBH & CO - DISPOSABLE PAPER PRODUCTS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 15 Papstar Vertriebs GmbH & Co: Key Facts
Summary 16 Papstar Vertriebs GmbH & Co: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 17 Papstar Vertriebs GmbH & Co: Competitive Position 2006
PROCTER & GAMBLE GMBH - DISPOSABLE PAPER PRODUCTS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 18 Procter & Gamble GmbH: Key Facts
Summary 19 Procter & Gamble GmbH: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 20 Procter & Gamble GmbH: Competitive Position 2006
SCA HYGIENE PRODUCTS AG - DISPOSABLE PAPER PRODUCTS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 21 SCA Hygiene Products AG: Key Facts
Summary 22 SCA Hygiene Products AG: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 23 SCA Hygiene Products AG: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 24 SCA Hygiene Products AG: Competitive Position 2006
VILEDA GMBH - DISPOSABLE PAPER PRODUCTS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 25 Vileda GmbH: Key Facts
Summary 26 Vileda GmbH: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 27 Vileda GmbH: Competitive Position 2006
W PELZ GMBH & CO - DISPOSABLE PAPER PRODUCTS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 28 W Pelz GmbH & Co: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 29 W Pelz GmbH & Co: Competitive Position 2006
SANITARY PROTECTION IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 17 Retail Sales of Sanitary Protection by Subsector: Value 2001-2006
Table 18 Retail Sales of Sanitary Protection by Subsector: % Value Growth 2001-2006
Table 19 Retail Sales of Tampons by Application Format: % Value Analysis 2002-2006
Table 20 Sanitary Protection Retail Company Shares 2002-2006
Table 21 Sanitary Protection Retail Brand Shares 2003-2006
Table 22 Forecast Retail Sales of Sanitary Protection by Subsector: Value 2006-2011
Table 23 Forecast Retail Sales of Sanitary Protection by Subsector: % Value Growth 2006-2011
NAPPIES/DIAPERS/PANTS IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 24 Retail Sales of Nappies/Diapers/Pants by Subsector: Value 2001-2006
Table 25 Retail Sales of Nappies/Diapers/Pants by Subsector: % Value Growth 2001-2006
Table 26 Nappies/Diapers/Pants Retail Company Shares 2002-2006
Table 27 Nappies/Diapers/Pants Retail Brand Shares 2003-2006
Table 28 Forecast Retail Sales of Nappies/Diapers/Pants by Subsector: Value 2006-2011
Table 29 Forecast Retail Sales of Nappies/Diapers/Pants by Subsector: % Value Growth 2006-2011
INCONTINENCE PRODUCTS IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 30 Retail Sales of Incontinence Products: Value 2001-2006
Table 31 Retail Sales of Incontinence Products: % Value Growth 2001-2006
Table 32 Incontinence Products Retail Company Shares 2002-2006
Table 33 Incontinence Products Retail Brand Shares 2003-2006
Table 34 Forecast Retail Sales of Incontinence Products: Value 2006-2011
Table 35 Forecast Retail Sales of Incontinence Products: % Value Growth 2006-2011
WIPES IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 36 Retail Sales of Wipes by Subsector: Value 2001-2006
Table 37 Retail Sales of Wipes by Subsector: % Value Growth 2001-2006
Table 38 Wipes Retail Company Shares 2002-2006
Table 39 Wipes Retail Brand Shares 2003-2006
Table 40 Forecast Retail Sales of Wipes by Subsector: Value 2006-2011
Table 41 Forecast Retail Sales of Wipes by Subsector: % Value Growth 2006-2011
COTTON WOOL/BUDS/PADS IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 42 Retail Sales of Cotton Wool/Buds: Value 2001-2006
Table 43 Retail Sales of Cotton Wool/Buds: % Value Growth 2001-2006
Table 44 Cotton Wool/Buds Retail Company Shares 2002-2006
Table 45 Cotton Wool/Buds Retail Brand Shares 2003-2006
Table 46 Forecast Retail Sales of Cotton Wool/Buds: Value 2006-2011
Table 47 Forecast Retail Sales of Cotton Wool/Buds: % Value Growth 2006-2011
TOILET PAPER IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 48 Retail Sales of Toilet Paper: Value 2001-2006
Table 49 Retail Sales of Toilet Paper: % Value Growth 2001-2006
Table 50 Retail Sales of Wet Vs Dry Toilet Paper 2003-2006
Table 51 Toilet Paper Retail Company Shares 2002-2006
Table 52 Toilet Paper Retail Brand Shares 2003-2006
Table 53 Forecast Retail Sales of Toilet Paper: Value 2006-2011
Table 54 Forecast Retail Sales of Toilet Paper: % Value Growth 2006-2011
TISSUES IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 55 Retail Sales of Tissues by Subsector: Value 2001-2006
Table 56 Retail Sales of Tissues by Subsector: % Value Growth 2001-2006
Table 57 Tissues Retail Company Shares 2002-2006
Table 58 Tissues Retail Brand Shares 2003-2006
Table 59 Forecast Retail Sales of Tissues by Subsector: Value 2006-2011
Table 60 Forecast Retail Sales of Tissues by Subsector: % Value Growth 2006-2011
KITCHEN TOWELS IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 61 Retail Sales of Kitchen Towels: Value 2001-2006
Table 62 Retail Sales of Kitchen Towels: % Value Growth 2001-2006
Table 63 Kitchen Towels Retail Company Shares 2002-2006
Table 64 Kitchen Towels Retail Brand Shares 2003-2006
Table 65 Forecast Retail Sales of Kitchen Towels: Value 2006-2011
Table 66 Forecast Retail Sales of Kitchen Towels: % Value Growth 2006-2011
PAPER TABLEWARE IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 67 Retail Sales of Paper Tableware by Subsector: Value 2001-2006
Table 68 Retail Sales of Paper Tableware by Subsector: % Value Growth 2001-2006
Table 69 Paper Tableware Retail Company Shares 2002-2006
Table 70 Paper Tableware Retail Brand Shares 2003-2006
Table 71 Forecast Retail Sales of Paper Tableware by Subsector: Value 2006-2011
Table 72 Forecast Retail Sales of Paper Tableware by Subsector: % Value Growth 2006-2011
AWAY-FROM-HOME DISPOSABLE PAPER PRODUCTS IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 73 Away-From-Home Sales of Disposable Paper Products by Sector: Value 2001-2006
Table 74 Away-From-Home Sales of Disposable Paper Products by Sector: % Value Growth 2001-2006
Table 75 Away-From-Home Sales of Disposable Paper Products by Distribution Format: % Analysis 2001/2006
Table 76 Away-From-Home Sales of Disposable Paper Products by Sector and Distribution Format: % Analysis 2006
Table 77 Forecast Away-From-Home Sales of Disposable Paper Products by Sector: Value 2006-2011
Table 78 Forecast Away-From-Home Sales of Disposable Paper Products by Sector: % Value Growth 2006-2011