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: 111 | Publication date: Aug 2009
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Product coverage
Away-from-home disposable paper products; Retail disposable paper products
Executive summary
Market continues to grow
Disposable paper products value sales in Germany recorded another year of growth in 2008. This is mainly due to the fact that many disposable paper products are deemed essential and, therefore, the market moves according to overall GDP, which also grew in real terms. Although one of the smaller sectors in terms of turnover, incontinence products displayed the highest growth mainly due to the ageing population that does not shy away from the medical condition and are comfortable buying incontinence products along with the rest of their shopping.
Financial crisis impacts consumer confidence
The financial crisis started in August 2007 in the US, and was initially only considered a minor issue by many German consumers. However, during the second half of 2008, Europe increasingly felt the impact, forcing the German government, just like its European neighbours, to take several measures at a monetary level to reassure its citizens. Among the most important measures targeting consumer confidence were guarantees on private deposits. Loss of consumer confidence also impacted the retail market since, in times of crisis, Germans tend to save even more and spend less and they also tend to buy cheaper products.
Private label important market player
In most disposable paper product sectors, private label leads or holds the second highest share after the leader. This is partly due to declining consumer confidence, which leads many consumers to turn to cheaper private label products. Furthermore, German consumers have realised that private label products are often produced by the same manufacturers as branded ones, which also makes them buy more private label products. Attitudes such as “it costs more, therefore, it must be better quality” have become largely obsolete. Through the internet, most consumers have access to and discuss information on product quality. Instead of judging a product’s quality by the price, Germans are now increasingly judging based on on-line reviews, tests and research.
End of discounter chasing
Whereas the statistics still show increasing purchases of disposable paper products at discounters, Germans are becoming more and more aware that, due to their prominence, discounters’ prices are increasingly growing and approaching the levels of supermarket/hypermarket prices. Therefore, towards the end of 2008, a slight consumer movement away from discounters was apparent. This is also due to the fact that supermarkets increasingly offer private label products. Assuming that prices are increasingly similar at traditional supermarkets/hypermarkets and discounters, the former offer the advantage of better displays and product availability.
Business cycle upturn and “silvering society” determines forecast
It is likely that the business cycle will hit its low in 2009. Assuming normal conditions, it is logical to predict increasing growth and increasing turnover of disposable paper products over the forecast period. Of course, other factors have different impacts on the disposable paper products categories. The main factor is demographic, namely the ageing society. Whereas incontinence products are expected to experience the highest growth, nappies/diapers/pants is expected to grow very slowly and sanitary protection expected to slightly decrease.
Table of contents
DISPOSABLE PAPER PRODUCTS IN GERMANY : MARKET INSIGHT
EXECUTIVE SUMMARY
Market continues to grow
Financial crisis impacts consumer confidence
Private label important market player
End of discounter chasing
Business cycle upturn and “silvering society” determines forecast
KEY TRENDS AND DEVELOPMENTS
Open-minded ageing population
Increasingly informed consumers turn to private label
Sustainable disposable paper products and packaging
Financial crisis to impact consumer confidence
New fragrances and lotions attract attention
MARKET INDICATORS
Table 1 Birth Rates 2003-2008
Table 2 Infant Population 2003-2008
Table 3 Female Population by Age 2003-2008
Table 4 Total Population by Age 2003-2008
Table 5 Households 2003-2008
Table 6 Forecast Infant Population 2008-2013
Table 7 Forecast Female Population by Age 2008-2013
Table 8 Forecast Total Population by Age 2008-2013
Table 9 Forecast Households 2008-2013
MARKET DATA
Table 10 Retail Sales of Disposable Paper Products by Sector: Value 2003-2008
Table 11 Retail Sales of Disposable Paper Products by Sector: % Value Growth 2003-2008
Table 12 Retail Sales of Disposable Paper Products by Distribution Format: % Analysis 2003-2008
Table 13 Retail Sales of Disposable Paper Products by Sector and Distribution Format: % Analysis 2008
Table 14 Penetration of Private Label by Sector 2003-2008
Table 15 Forecast Retail Sales of Disposable Paper Products by Sector: Value 2008-2013
Table 16 Forecast Retail Sales of Disposable Paper Products by Sector: % Value Growth 2008-2013
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - GERMANY
DUNI GMBH & CO KG - DISPOSABLE PAPER PRODUCTS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Duni GmbH & Co KG: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 3 Duni GmbH & Co KG: Competitive Position 2008
HAKLE-KIMBERLY DEUTSCHLAND GMBH - DISPOSABLE PAPER PRODUCTS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Hakle-Kimberly Deutschland GmbH: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 5 Hakle-Kimberly Deutschland GmbH: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 6 Hakle-Kimberly Deutschland GmbH: Competitive Position 2008
HARTMANN AG, PAUL - DISPOSABLE PAPER PRODUCTS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Hartmann AG, Paul: Key Facts
Summary 8 Hartmann AG, Paul: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 9 Hartmann AG, Paul: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 10 Hartmann AG, Paul: Competitive Position 2008
JOHNSON & JOHNSON GMBH - DISPOSABLE PAPER PRODUCTS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Johnson & Johnson GmbH: Key Facts
Summary 12 Johnson & Johnson worldwide: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 13 Johnson & Johnson GmbH: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 14 Johnson & Johnson GmbH: Competitive Position 2008
MERZ GMBH & CO KGAA - DISPOSABLE PAPER PRODUCTS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 15 Merz GmbH & Co KGaA: Key Facts
Summary 16 Merz GmbH & Co KGaA: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 17 Merz GmbH & Co KGaA: Competitive Position 2008
PAPSTAR VERTRIEBS GMBH & CO KG - DISPOSABLE PAPER PRODUCTS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 18 PAPSTAR Vertriebs GmbH & Co KG: Key Facts
Summary 19 PAPSTAR Vertriebs GmbH & Co KG: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 20 PAPSTAR Vertriebs GmbH & Co KG: Competitive Position 2008
PROCTER & GAMBLE GMBH - DISPOSABLE PAPER PRODUCTS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 21 Procter & Gamble GmbH: Key Facts
Summary 22 Procter & Gamble GmbH: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 23 Procter & Gamble GmbH: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 24 Procter & Gamble: Competitive Position 2008
SCA HYGIENE PRODUCTS AG - DISPOSABLE PAPER PRODUCTS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 25 SCA Hygiene Products AG: Key Facts
Summary 26 SCA Hygiene Products AG: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 27 SCA Hygiene Products AG: Competitive Position 2008
VILEDA GMBH - DISPOSABLE PAPER PRODUCTS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 28 Vileda GmbH: Key Facts
Summary 29 Vileda GmbH: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 30 Vileda GmbH: Competitive Position 2008
W PELZ GMBH & CO - DISPOSABLE PAPER PRODUCTS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 31 W Pelz GmbH & Co: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 32 W Pelz GmbH & Co: Competitive Position 2008
SANITARY PROTECTION IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 17 Retail Sales of Sanitary Protection by Subsector: Value 2003-2008
Table 18 Retail Sales of Sanitary Protection by Subsector: % Value Growth 2003-2008
Table 19 Retail Sales of Tampons by Application Format: % Value Analysis 2003-2008
Table 20 Sanitary Protection Retail Company Shares 2004-2008
Table 21 Sanitary Protection Retail Brand Shares 2005-2008
Table 22 Forecast Retail Sales of Sanitary Protection by Subsector: Value 2008-2013
Table 23 Forecast Retail Sales of Sanitary Protection by Subsector: % Value Growth 2008-2013
NAPPIES/DIAPERS/PANTS IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 24 Retail Sales of Nappies/Diapers/Pants by Subsector: Value 2003-2008
Table 25 Retail Sales of Nappies/Diapers/Pants by Subsector: % Value Growth 2003-2008
Table 26 Nappies/Diapers/Pants Retail Company Shares 2004-2008
Table 27 Nappies/Diapers/Pants Retail Brand Shares 2005-2008
Table 28 Forecast Retail Sales of Nappies/Diapers/Pants by Subsector: Value 2008-2013
Table 29 Forecast Retail Sales of Nappies/Diapers/Pants by Subsector: % Value Growth 2008-2013
INCONTINENCE PRODUCTS IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 30 Retail Sales of Incontinence Products by Subsector: Value 2003-2008
Table 31 Retail Sales of Incontinence Products by Subsector: % Value Growth 2003-2008
Table 32 Incontinence Products Retail Company Shares 2004-2008
Table 33 Incontinence Products Retail Brand Shares 2005-2008
Table 34 Forecast Retail Sales of Incontinence Products by Subsector: Value 2008-2013
Table 35 Forecast Retail Sales of Incontinence Products by Subsector: % Value Growth 2008-2013
WIPES IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 36 Retail Sales of Wipes by Subsector: Value 2003-2008
Table 37 Retail Sales of Wipes by Subsector: % Value Growth 2003-2008
Table 38 Wipes Retail Company Shares 2004-2008
Table 39 Wipes Retail Brand Shares 2005-2008
Table 40 Forecast Retail Sales of Wipes by Subsector: Value 2008-2013
Table 41 Forecast Retail Sales of Wipes by Subsector: % Value Growth 2008-2013
COTTON WOOL/BUDS/PADS IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 42 Retail Sales of Cotton Wool/Buds: Value 2003-2008
Table 43 Retail Sales of Cotton Wool/Buds: % Value Growth 2003-2008
Table 44 Retail Sales of Cotton Wool/Buds by Type: % Value Breakdown 2006-2008
Table 45 Cotton Wool/Buds Retail Company Shares 2004-2008
Table 46 Cotton Wool/Buds Retail Brand Shares 2005-2008
Table 47 Forecast Retail Sales of Cotton Wool/Buds: Value 2008-2013
Table 48 Forecast Retail Sales of Cotton Wool/Buds: % Value Growth 2008-2013
TOILET PAPER IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 49 Retail Sales of Toilet Paper by Subsector: Value 2003-2008
Table 50 Retail Sales of Toilet Paper by Subsector: % Value Growth 2003-2008
Table 51 Retail Sales of Wet Vs Dry Toilet Paper 2003-2008
Table 52 Toilet Paper Retail Company Shares 2004-2008
Table 53 Toilet Paper Retail Brand Shares 2005-2008
Table 54 Forecast Retail Sales of Toilet Paper by Subsector: Value 2008-2013
Table 55 Forecast Retail Sales of Toilet Paper by Subsector: % Value Growth 2008-2013
TISSUES IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 56 Retail Sales of Tissues by Subsector: Value 2003-2008
Table 57 Retail Sales of Tissues by Subsector: % Value Growth 2003-2008
Table 58 Tissues Retail Company Shares 2004-2008
Table 59 Tissues Retail Brand Shares 2005-2008
Table 60 Forecast Retail Sales of Tissues by Subsector: Value 2008-2013
Table 61 Forecast Retail Sales of Tissues by Subsector: % Value Growth 2008-2013
KITCHEN TOWELS IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 62 Retail Sales of Kitchen Towels: Value 2003-2008
Table 63 Retail Sales of Kitchen Towels: % Value Growth 2003-2008
Table 64 Kitchen Towels Retail Company Shares 2004-2008
Table 65 Kitchen Towels Retail Brand Shares 2005-2008
Table 66 Forecast Retail Sales of Kitchen Towels: Value 2008-2013
Table 67 Forecast Retail Sales of Kitchen Towels: % Value Growth 2008-2013
PAPER TABLEWARE IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 68 Retail Sales of Paper Tableware by Subsector: Value 2003-2008
Table 69 Retail Sales of Paper Tableware by Subsector: % Value Growth 2003-2008
Table 70 Paper Tableware Retail Company Shares 2004-2008
Table 71 Paper Tableware Retail Brand Shares 2005-2008
Table 72 Forecast Retail Sales of Paper Tableware by Subsector: Value 2008-2013
Table 73 Forecast Retail Sales of Paper Tableware by Subsector: % Value Growth 2008-2013
AWAY-FROM-HOME DISPOSABLE PAPER PRODUCTS IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 74 Retail Sales of Paper Tableware by Subsector: Value 2003-2008
Table 75 Retail Sales of Paper Tableware by Subsector: % Value Growth 2003-2008
Table 76 Paper Tableware Retail Company Shares 2004-2008
Table 77 Paper Tableware Retail Brand Shares 2005-2008
Table 78 Forecast Retail Sales of Paper Tableware by Subsector: Value 2008-2013
Table 79 Forecast Retail Sales of Paper Tableware by Subsector: % Value Growth 2008-2013