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Learn moreApr 2021
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Tissue and hygiene was one of the industries benefitting from the COVID-19 pandemic in 2020, with the usually stable growth aided by a jumpstart to a number of categories’ retail value sales increase. Retail tissue posted the strongest double-digit retail value and volume growth during the year as a consequence of consumers stockpiling household essentials during the lockdowns imposed in 2020.
Restrictions on large gatherings started from 13 March in Germany. Schools were closed, travel was restricted, and many of the country’s borders were closed on 16 March, with travellers returning to Germany having to self-isolate for 14 days.
As an immediate response to the pandemic, manufacturers within retail tissue and hygiene focused mainly on supplying the increased demand from consumers for household essentials such as toilet paper, paper towels, and all purpose cleaning wipes as these products were stockpiled. Generally, consumers stockpiled these products due to fears that the March-April lockdown will result in products being out-of-stock, which subsequently materialised as shelves with these products were empty at various retailers, despite repeated assurances from the government of sufficient product availability.
Prior to the COVID-19 outbreak, e-commerce in Germany was starting to rise, although still lagging behind many European countries such as the United Kingdom and Netherlands. Tissue and hygiene is one of the industries where e-commerce penetration is still very low in Germany.
The future for retail tissue and hygiene products in Germany is positive, with stable value growth projected from 2022 as a decline is expected in 2021 to stabilise the surge in value share during 2020. Furthermore, it is likely that work policies will be more flexible in future, resulting in more time spent at home on the whole ensuring increased usage of various tissue products, particularly toilet paper, thereby supporting volume and value growth over the forecast period.
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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.
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The Tissue and Hygiene in Germany market research report includes:
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This industry report originates from Passport, our Tissue and Hygiene market research database.
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.