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Country Report

Retail Tissue in

Retail Tissue in Germany

Apr 2019

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Premiumisation crucial to value growth amidst product maturity

Retail tissue in Germany is a mature and saturated category with already high product usage. Volume growth remained positive in 2018 following a healthier performance in 2017, with demand benefiting from population growth, while value growth is being driven by rising unit prices.

Toilet paper continues to account for the largest share of sales while paper towels sees the most activity

Toilet paper, which is the most heavily used product in retail tissue in Germany, posted the strongest increase in actual volume terms in 2018, largely thanks to population growth. In comparison, the volume gain for paper towels was modest.

COMPETITIVE LANDSCAPE

Private label reigns

Private label continued to dominate retail tissue in Germany in 2018, largely thanks to fantasy brands from the main discounters Aldi and Lidl – Solo and Floralys, respectively – which are seen as comparable to brands. Indeed, German householders continued to buy private label tissue products as part of their regular grocery shop.

Essity remains the leading brand manufacturer in retail tissue

Essity remained the leading brand manufacturer in retail tissue in 2018 in both value and volume terms thanks to offering a range of brands, such as Tempo, Danke and Zewa, and continuing to focus on new product development and marketing activities. In the retail channel, among the leading chains the greatest share of shelf space tends to be occupied by a specific retailer’s private label lines and Essity’s brands.

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Retail Tissue Market Sample Report Retail Tissue Market Sample Data

Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Retail Tissue industry in Germany with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Retail Tissue industry in Germany, our research will save you time and money while empowering you to make informed, profitable decisions.

The Retail Tissue in Germany market research report includes:

Analysis of key supply-side and demand trends
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Retail Tissue in Germany?
What are the major brands in Germany?
What is the performance of pocket handkerchiefs vs boxed facial tissues?
What are the key new product launches in the tissues market?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Tissue and Hygiene market research database.

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Retail Tissue in Germany - Category analysis

HEADLINES

PROSPECTS

Premiumisation crucial to value growth amidst product maturity

Toilet paper continues to account for the largest share of sales while paper towels sees the most activity

COMPETITIVE LANDSCAPE

Private label reigns

Essity remains the leading brand manufacturer in retail tissue

CATEGORY DATA

Table 1 Retail Sales of Tissue by Category: Value 2013-2018
Table 2 Retail Sales of Tissue by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Retail Tissue: % Value 2014-2018
Table 4 LBN Brand Shares of Retail Tissue: % Value 2015-2018
Table 5 Forecast Retail Sales of Tissue by Category: Value 2018-2023
Table 6 Forecast Retail Sales of Tissue by Category: % Value Growth 2018-2023

Tissue and Hygiene in Germany - Industry Overview

EXECUTIVE SUMMARY

Value sales increase thanks to favourable demographic trends and premiumisation

Rising consumer concerns over potential health and environmental risks

Essity gains share in 2018 while Procter & Gamble loses ground

Health and beauty specialists and discounters lead sales but internet retailing gains share

Demographic trends and innovation expected to drive further growth

MARKET INDICATORS

Table 7 Birth Rates 2013-2018
Table 8 Infant Population 2013-2018
Table 9 Female Population by Age 2013-2018
Table 10 Total Population by Age 2013-2018
Table 11 Households 2013-2018
Table 12 Forecast Infant Population 2018-2023
Table 13 Forecast Female Population by Age 2018-2023
Table 14 Forecast Total Population by Age 2018-2023
Table 15 Forecast Households 2018-2023

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

Megatrends

Country Report

Retail Tissue in Germany

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Executive Summary

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PROSPECTS

Premiumisation crucial to value growth amidst product maturity

Toilet paper continues to account for the largest share of sales while paper towels sees the most activity

COMPETITIVE LANDSCAPE

Private label reigns

Essity remains the leading brand manufacturer in retail tissue

Samples

Overview

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Table of Contents

Retail Tissue in Germany - Category analysis

HEADLINES

PROSPECTS

Premiumisation crucial to value growth amidst product maturity

Toilet paper continues to account for the largest share of sales while paper towels sees the most activity

COMPETITIVE LANDSCAPE

Private label reigns

Essity remains the leading brand manufacturer in retail tissue

CATEGORY DATA

Tissue and Hygiene in Germany - Industry Overview

EXECUTIVE SUMMARY

Value sales increase thanks to favourable demographic trends and premiumisation

Rising consumer concerns over potential health and environmental risks

Essity gains share in 2018 while Procter & Gamble loses ground

Health and beauty specialists and discounters lead sales but internet retailing gains share

Demographic trends and innovation expected to drive further growth

MARKET INDICATORS

MARKET DATA

SOURCES

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