After an exceptionally strong performance in 2020, retail tissue declined in both current value and volume terms in 2021, as many consumers still had products left from when they stockpiled in 2020. Although consumers continued to spend more time at home, due to extended home working policies implemented by companies, demand was not as strong as in 2020.
Manufacturers within retail tissue have been focusing their efforts on ensuring their products are eco-friendly and/or biodegradable. Essity has been a pioneer in this field, and in 2018 launched Zewa Smart, the first toilet paper without a cardboard core, which claims to be more eco-friendly by reducing waste.
Accounting for more than three quarters of value sales, private label continued to dominate retail tissue in 2021. Retail tissue products such as toilet paper and paper towels are commodities with a low level of differentiation, and therefore consumers can easily opt for private label lines instead of paying extra for branded products.
During the forecast period, overall per capita volume consumption of retail tissue is expected to remain slightly higher than before the pandemic. In the short term, working from home and restrictions on foodservice will remain common, as the country is expected to move towards normalisation only slowly during 2022.
Retail tissue is a mature category in Germany. Manufacturers have already introduced various innovative soft products with multiple layers; therefore, there is now less scope for development.
Despite already having seen a dynamic increase in 2020, toilet paper is set to continue to see one of the strongest retail volume CAGRs in the forecast period. Continued working from home is expected to be one factor driving volume growth.
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Understand the latest market trends and future growth opportunities for the Retail Tissue industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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Retail Tissue
This report originates from Passport, our Retail Tissue research and analysis database.
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