Euromonitor International
- Item successfully added to cart!
  
  Your cart is empty
  
  Check Out View Cart

Country Report

Tissue and Hygiene in

Tissue and Hygiene in Germany

50 pages, Apr 2018

US$2,650

Add to cart Pay by invoice

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!

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!

Tissue and hygiene in Germany – a mature environment that still holds potential

Tissue and hygiene in Germany is a mature and highly saturated market. Nevertheless, manufacturers and product providers still manage to achieve further value and, to some degree, even volume sales growth.

Success is in the detail – extra growth through premiumisation

The overall growth of German tissue and hygiene is mostly driven by demographic factors and the demand for products of higher quality. The ageing population in Germany and growing acceptance and awareness of related topics such as incontinence strongly contribute to volume and value sales of hygiene products and adult incontinence, in particular.

The air continues to thin for leading brand manufacturers as private label shares grow

The highly mature nature of tissue and hygiene in Germany allows private label to maintain a superior position with additional and strong potential for growth. Not only do many consumers opt for discounter products or other lower-priced private label lines, but they also choose the increasingly sophisticated and innovative products of leading drugstore chains such as dm-Drogerie Markt or Rossmann.

Tissue and hygiene remains in-store

As many German consumers still obtain tissue and hygiene products during their regular shopping trips to grocery stores or health and beauty specialist retailers, such as drugstores, store-based retailing remains the dominant channel. Internet retailing still only plays a minor role within retail tissue and hygiene, even though the portfolios of online shops keep growing, the selection on shopping platforms such as Amazon keeps increasing, and subscription programmes for items such as nappies/diapers are becoming increasingly common.

Demographics and designs expected to lead to further growth

Tissue and hygiene is set to continue growing in both value and volume sales terms over the forecast period. Despite the progressive saturation of tissue and hygiene, manufacturers are expected to continue finding ways to keep their portfolios attractive to consumers and even create impulses for additional growth.

Files are delivered directly into your account within a few minutes of purchase.

Samples

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.

Samples: FAQs about samples

Delivery: Files are delivered directly into your account within a few minutes of purchase.

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.

Want to find out more about this report?

Request more information

Tissue and Hygiene in Germany

EXECUTIVE SUMMARY

Tissue and hygiene in Germany – a mature environment that still holds potential

Success is in the detail – extra growth through premiumisation

The air continues to thin for leading brand manufacturers as private label shares grow

Tissue and hygiene remains in-store

Demographics and designs expected to lead to further growth

MARKET INDICATORS

Table 1 Birth Rates 2012-2017
Table 2 Infant Population 2012-2017
Table 3 Female Population by Age 2012-2017
Table 4 Total Population by Age 2012-2017
Table 5 Households 2012-2017
Table 6 Forecast Infant Population 2017-2022
Table 7 Forecast Female Population by Age 2017-2022
Table 8 Forecast Total Population by Age 2017-2022
Table 9 Forecast Households 2017-2022

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2012-2017
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2012-2017
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2013-2017
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2014-2017
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2012-2017
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2012-2017
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2017
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2017-2022
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources

Away-From-Home Tissue and Hygiene in Germany

HEADLINES

PROSPECTS

More employees, more money, more activities outside the home result in growing sales of away-from-home tissue

The ageing population continues to contribute to growing away-from-home hygiene sales

Formats of AFH wipers depend on the channels they are used in

COMPETITIVE LANDSCAPE

Tork stays ahead of the competition through innovation and catering to emerging trends

Expertise and additional services are in strong demand in away-from-home hygiene products

CATEGORY DATA

Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2012-2017
Table 20 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2012-2017
Table 21 Sales of Away-From-Home Paper Towels by Type: % Value 2015-2017
Table 22 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2016-2017
Table 23 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2016-2017
Table 24 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2016-2017
Table 25 Sales of Away-From-Home Wipers by Format through Public: % Value 2016-2017
Table 26 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2012-2017
Table 27 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2017
Table 28 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2017-2022
Table 29 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2017-2022

Nappies/Diapers/Pants in Germany

HEADLINES

PROSPECTS

Positive demographic developments to be cancelled out by changing trends

Environmental consciousness supports value growth

Hectic lifestyles increase demand for convenient solutions

COMPETITIVE LANDSCAPE

Tradition, reliability and high penetration make for a strong lead

Low prices vs value for money – two success factors for the development of nappies/diapers/pants

CATEGORY DATA

Table 30 Retail Sales of Nappies/Diapers/Pants by Category: Value 2012-2017
Table 31 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2012-2017
Table 32 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2013-2017
Table 33 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2014-2017
Table 34 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2017-2022
Table 35 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2017-2022

Retail Adult Incontinence in Germany

HEADLINES

PROSPECTS

Embarrassment and misuse of sanitary protection leave room for improvement in adult incontinence

Product variety and placement drive growth in light adult incontinence

Innovation to focus on higher protection with smaller and thinner products

COMPETITIVE LANDSCAPE

Essity dominates with its open approach and large portfolio

Demand for sophisticated products drives value sales of brands and private label

CATEGORY DATA

Table 36 Sales of Retail Adult Incontinence by Category: Value 2012-2017
Table 37 Sales of Retail Adult Incontinence by Category: % Value Growth 2012-2017
Table 38 NBO Company Shares of Retail Adult Incontinence: % Value 2013-2017
Table 39 LBN Brand Shares of Retail Adult Incontinence: % Value 2014-2017
Table 40 Forecast Sales of Retail Adult Incontinence by Category: Value 2017-2022
Table 41 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2017-2022

Retail Tissue in Germany

HEADLINES

PROSPECTS

Demand for high-quality, safe and efficient products benefits toilet paper and paper towels

Growing environmental consciousness has only a limited impact on retail tissue

Added value even exists in mature environments

COMPETITIVE LANDSCAPE

Innovation keeps brands afloat in an environment dominated by private label

Essity adds value by incorporating high-quality features in paper towels

CATEGORY DATA

Table 42 Retail Sales of Tissue by Category: Value 2012-2017
Table 43 Retail Sales of Tissue by Category: % Value Growth 2012-2017
Table 44 NBO Company Shares of Retail Tissue: % Value 2013-2017
Table 45 LBN Brand Shares of Retail Tissue: % Value 2014-2017
Table 46 Forecast Retail Sales of Tissue by Category: Value 2017-2022
Table 47 Forecast Retail Sales of Tissue by Category: % Value Growth 2017-2022

Rx/Reimbursement Adult Incontinence in Germany

HEADLINES

PROSPECTS

Incontinence being a dreaded topic reduces potential for Rx/reimbursement adult incontinence products

Insurance policies to limit product selection and sales growth

Growth potential limited further by prescription products being sold only through pharmacies

CATEGORY DATA

Table 48 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2012-2017
Table 49 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2012-2017
Table 50 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2017-2022
Table 51 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2017-2022

Sanitary Protection in Germany

HEADLINES

PROSPECTS

Long tradition of female hygiene dampens growth potential

Large variety of products stunts growth potential

Versatility and misuse represent potential for success

COMPETITIVE LANDSCAPE

Maturity supports stability in the competitive landscape

Comparability and interchangeability promote the growth of private label

CATEGORY DATA

Table 52 Retail Sales of Sanitary Protection by Category: Value 2012-2017
Table 53 Retail Sales of Sanitary Protection by Category: % Value Growth 2012-2017
Table 54 Retail Sales of Tampons by Application Format: % Value 2012-2017
Table 55 NBO Company Shares of Retail Sanitary Protection: % Value 2013-2017
Table 56 LBN Brand Shares of Retail Sanitary Protection: % Value 2014-2017
Table 57 Forecast Retail Sales of Sanitary Protection by Category: Value 2017-2022
Table 58 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2017-2022

Wipes in Germany

HEADLINES

PROSPECTS

Demand for greater convenience drives sales of wipes

“Make it quick” – consumers appreciate the convenience of home care wipes

Growing selection of moist toilet wipes helps drive growth

COMPETITIVE LANDSCAPE

Large multinational still benefits from past success

Private label succeeds through quality and added value

CATEGORY DATA

Table 59 Retail Sales of Wipes by Category: Value 2012-2017
Table 60 Retail Sales of Wipes by Category: % Value Growth 2012-2017
Table 61 NBO Company Shares of Retail Wipes: % Value 2013-2017
Table 62 LBN Brand Shares of Retail Wipes: % Value 2014-2017
Table 63 Forecast Retail Sales of Wipes by Category: Value 2017-2022
Table 64 Forecast Retail Sales of Wipes by Category: % Value Growth 2017-2022

Why buy this report?

Want to find out more about this report?

Request more information

Megatrends

Country Report

Tissue and Hygiene in Germany

New Report Guarantee

Executive Summary

New Report Guarantee

Tissue and hygiene in Germany – a mature environment that still holds potential

Success is in the detail – extra growth through premiumisation

The air continues to thin for leading brand manufacturers as private label shares grow

Tissue and hygiene remains in-store

Demographics and designs expected to lead to further growth

Samples

Overview

Why buy this report?

Samples: FAQs about samples

Want to find out more about this report?

Table of Contents

Tissue and Hygiene in Germany

EXECUTIVE SUMMARY

Tissue and hygiene in Germany – a mature environment that still holds potential

Success is in the detail – extra growth through premiumisation

The air continues to thin for leading brand manufacturers as private label shares grow

Tissue and hygiene remains in-store

Demographics and designs expected to lead to further growth

MARKET INDICATORS

MARKET DATA

SOURCES

Away-From-Home Tissue and Hygiene in Germany

HEADLINES

PROSPECTS

More employees, more money, more activities outside the home result in growing sales of away-from-home tissue

The ageing population continues to contribute to growing away-from-home hygiene sales

Formats of AFH wipers depend on the channels they are used in

COMPETITIVE LANDSCAPE

Tork stays ahead of the competition through innovation and catering to emerging trends

Expertise and additional services are in strong demand in away-from-home hygiene products

CATEGORY DATA

Nappies/Diapers/Pants in Germany

HEADLINES

PROSPECTS

Positive demographic developments to be cancelled out by changing trends

Environmental consciousness supports value growth

Hectic lifestyles increase demand for convenient solutions

COMPETITIVE LANDSCAPE

Tradition, reliability and high penetration make for a strong lead

Low prices vs value for money – two success factors for the development of nappies/diapers/pants

CATEGORY DATA

Retail Adult Incontinence in Germany

HEADLINES

PROSPECTS

Embarrassment and misuse of sanitary protection leave room for improvement in adult incontinence

Product variety and placement drive growth in light adult incontinence

Innovation to focus on higher protection with smaller and thinner products

COMPETITIVE LANDSCAPE

Essity dominates with its open approach and large portfolio

Demand for sophisticated products drives value sales of brands and private label

CATEGORY DATA

Retail Tissue in Germany

HEADLINES

PROSPECTS

Demand for high-quality, safe and efficient products benefits toilet paper and paper towels

Growing environmental consciousness has only a limited impact on retail tissue

Added value even exists in mature environments

COMPETITIVE LANDSCAPE

Innovation keeps brands afloat in an environment dominated by private label

Essity adds value by incorporating high-quality features in paper towels

CATEGORY DATA

Rx/Reimbursement Adult Incontinence in Germany

HEADLINES

PROSPECTS

Incontinence being a dreaded topic reduces potential for Rx/reimbursement adult incontinence products

Insurance policies to limit product selection and sales growth

Growth potential limited further by prescription products being sold only through pharmacies

CATEGORY DATA

Sanitary Protection in Germany

HEADLINES

PROSPECTS

Long tradition of female hygiene dampens growth potential

Large variety of products stunts growth potential

Versatility and misuse represent potential for success