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Country Report

Tissue and Hygiene in

Tissue and Hygiene in Germany

Apr 2019

US$2,650

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Executive Summary

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Value sales increase thanks to favourable demographic trends and premiumisation

Tissue and hygiene in Germany recorded positive current value growth in 2018. Demographic and economic factors contributed to the overall growth of the industry.

Rising consumer concerns over potential health and environmental risks

Across several categories within tissue and hygiene, consumers are increasingly demanding products with either no or a minimal risk to health. An international study funded by the European Tissue Symposium has highlighted the use of paper towels rather than jet air dryers as a “better” and “risk-free” solution for hand drying, with paper towel usage thus growing in the away-from-home (AFH) channel, particularly in public outlets.

Essity gains share in 2018 while Procter & Gamble loses ground

Essity, the second-ranked brand manufacturer in Germany after Procter & Gamble, continued to grow its value share in 2018 in both retail and AFH tissue and hygiene, while Procter & Gamble suffered a decline. Essity’s sales increased in retail tissue thanks to its main Zewa brand and in the AFH category through its Tork range.

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

Store-based retailing remained the dominant distribution channel for tissue and hygiene in Germany in 2018 as consumers continued to buy these products when shopping in grocery stores or health and beauty specialists. Discounters and health and beauty specialists continued to enjoy the loyalty of many German consumers, thanks in large part to their private label products.

Demographic trends and innovation expected to drive further growth

Tissue and hygiene is set to continue to grow in both value and volume terms over the forecast period. Although the German tissue and hygiene market is mature, there remains room for growth.

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Tissue and Hygiene Sample Report Tissue and Hygiene 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 Tissue and Hygiene 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 Tissue and Hygiene industry in Germany, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Germany for free:

The Tissue and Hygiene 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 Tissue and Hygiene in Germany?
What are the major brands in Germany?
What are the most dynamic tissue and hygiene categories?
What are the major markets for tissue products sales?
What are the major markets for hygiene products sales?

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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Tissue and Hygiene in Germany

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 1 Birth Rates 2013-2018
Table 2 Infant Population 2013-2018
Table 3 Female Population by Age 2013-2018
Table 4 Total Population by Age 2013-2018
Table 5 Households 2013-2018
Table 6 Forecast Infant Population 2018-2023
Table 7 Forecast Female Population by Age 2018-2023
Table 8 Forecast Total Population by Age 2018-2023
Table 9 Forecast Households 2018-2023

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Away-From-Home Tissue and Hygiene in Germany

HEADLINES

PROSPECTS

Study demonstrates the greater risk to health of hand dryers when compared to paper towels

Growth of AFH hygiene undermined by insurance policy changes

COMPETITIVE LANDSCAPE

Essity maintains its leading position in AFH tissue

Metsä Tissue invests in a new AFH production line

Paul Hartmann remains strong in AFH hygiene

CATEGORY DATA

Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2013-2018
Table 20 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 21 Sales of Away-From-Home Paper Towels by Type: % Value 2014-2018
Table 22 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2013-2018
Table 23 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2013-2018
Table 24 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2013-2018
Table 25 Sales of Away-From-Home Wipers by Format through Public: % Value 2013-2018
Table 26 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2013-2018
Table 27 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2018
Table 28 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2018-2023
Table 29 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2018-2023

Nappies/Diapers/Pants in Germany

HEADLINES

PROSPECTS

Rise in child population supports category growth

Disposable pants the best performing category

Environmental consciousness poses a challenge but creates new demand

COMPETITIVE LANDSCAPE

Procter & Gamble remains the clear category leader

Private label continues to gain both volume and value share

CATEGORY DATA

Table 30 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018
Table 31 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2013-2018
Table 32 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2014-2018
Table 33 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-2018
Table 34 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 35 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023

Retail Adult Incontinence in Germany

HEADLINES

PROSPECTS

Ageing population drives sales

Moderate/heavy adult incontinence the best performing category

COMPETITIVE LANDSCAPE

Essity continues to dominate sales

Branded products gain share thanks to innovation and premiumisation

CATEGORY DATA

Table 36 Sales of Retail Adult Incontinence by Category: Value 2013-2018
Table 37 Sales of Retail Adult Incontinence by Category: % Value Growth 2013-2018
Table 38 NBO Company Shares of Retail Adult Incontinence: % Value 2014-2018
Table 39 LBN Brand Shares of Retail Adult Incontinence: % Value 2015-2018
Table 40 Forecast Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 41 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023

Retail Tissue in Germany

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 42 Retail Sales of Tissue by Category: Value 2013-2018
Table 43 Retail Sales of Tissue by Category: % Value Growth 2013-2018
Table 44 NBO Company Shares of Retail Tissue: % Value 2014-2018
Table 45 LBN Brand Shares of Retail Tissue: % Value 2015-2018
Table 46 Forecast Retail Sales of Tissue by Category: Value 2018-2023
Table 47 Forecast Retail Sales of Tissue by Category: % Value Growth 2018-2023

Sanitary Protection in Germany

HEADLINES

PROSPECTS

Modest growth a result of category saturation and demographic trends

Alternative products and a greener mentality pose further challenges

Innovation supports sales of towels

COMPETITIVE LANDSCAPE

Johnson & Johnson remains the clear category leader

Level of competition intensifies due to new brands and private label lines

CATEGORY DATA

Table 48 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 49 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 50 Retail Sales of Tampons by Application Format: % Value 2013-2018
Table 51 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 52 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 53 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 54 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Wipes in Germany

HEADLINES

PROSPECTS

Growth driven by greater demand for convenience

Baby wipes and moist toilet wipes the best performers in personal wipes

COMPETITIVE LANDSCAPE

Large multinationals remain strong in wipes

Private label intensifies the level of competition in wipes

CATEGORY DATA

Table 55 Retail Sales of Wipes by Category: Value 2013-2018
Table 56 Retail Sales of Wipes by Category: % Value Growth 2013-2018
Table 57 NBO Company Shares of Retail Wipes: % Value 2014-2018
Table 58 LBN Brand Shares of Retail Wipes: % Value 2015-2018
Table 59 Forecast Retail Sales of Wipes by Category: Value 2018-2023
Table 60 Forecast Retail Sales of Wipes by Category: % Value Growth 2018-2023

Rx/Reimbursement Adult Incontinence in Germany

HEADLINES

PROSPECTS

Growing consumer base creates a positive environment

Changing reimbursement policies limit category growth

CATEGORY DATA

Table 61 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2013-2018
Table 62 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2013-2018
Table 63 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2018-2023
Table 64 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2018-2023

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Megatrends

Country Report

Tissue and Hygiene in Germany

New Report Guarantee

Executive Summary

New Report Guarantee

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

Samples

Overview

Why buy this report?

Samples: FAQs about samples

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Table of Contents

Tissue and Hygiene in Germany

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

Away-From-Home Tissue and Hygiene in Germany

HEADLINES

PROSPECTS

Study demonstrates the greater risk to health of hand dryers when compared to paper towels

Growth of AFH hygiene undermined by insurance policy changes

COMPETITIVE LANDSCAPE

Essity maintains its leading position in AFH tissue

Metsä Tissue invests in a new AFH production line

Paul Hartmann remains strong in AFH hygiene

CATEGORY DATA

Nappies/Diapers/Pants in Germany

HEADLINES

PROSPECTS

Rise in child population supports category growth

Disposable pants the best performing category

Environmental consciousness poses a challenge but creates new demand

COMPETITIVE LANDSCAPE

Procter & Gamble remains the clear category leader

Private label continues to gain both volume and value share

CATEGORY DATA

Retail Adult Incontinence in Germany

HEADLINES

PROSPECTS

Ageing population drives sales

Moderate/heavy adult incontinence the best performing category

COMPETITIVE LANDSCAPE

Essity continues to dominate sales

Branded products gain share thanks to innovation and premiumisation

CATEGORY DATA

Retail Tissue in Germany

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

Sanitary Protection in Germany

HEADLINES

PROSPECTS

Modest growth a result of category saturation and demographic trends

Alternative products and a greener mentality pose further challenges

Innovation supports sales of towels

COMPETITIVE LANDSCAPE

Johnson & Johnson remains the clear category leader

Level of competition intensifies due to new brands and private label lines

CATEGORY DATA

Wipes in Germany

HEADLINES

PROSPECTS

Growth driven by greater demand for convenience

Baby wipes and moist toilet wipes the best performers in personal wipes