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Country Report

Tissue and Hygiene in

Tissue and Hygiene in Germany

Apr 2021

US$2,650

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Executive Summary

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COVID-19 impact on tissue and hygiene

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.

COVID-19 country impact

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.

Company response

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.

Retailing shift

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.

What next for tissue and hygiene?

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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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

CATEGORY DATA

Table 1 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2015-2020
Table 2 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2015-2020
Table 3 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2020-2025
Table 4 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2020-2025

Tissue and Hygiene in Germany

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Company response

Retailing shift

What next for tissue and hygiene?

Chart 1 Retail Tissue and Hygiene Value Sales Growth Scenarios: 2017-2024
Chart 2 Retail Tissue and Hygiene Impact of Drivers on Value Sales: 2016-2024

MARKET INDICATORS

Table 5 Birth Rates 2015-2020
Table 6 Infant Population 2015-2020
Table 7 Female Population by Age 2015-2020
Table 8 Total Population by Age 2015-2020
Table 9 Households 2015-2020
Table 10 Forecast Infant Population 2020-2025
Table 11 Forecast Female Population by Age 2020-2025
Table 12 Forecast Total Population by Age 2020-2025
Table 13 Forecast Households 2020-2025

MARKET DATA

Table 14 Retail Sales of Tissue and Hygiene by Category: Value 2015-2020
Table 15 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 16 NBO Company Shares of Retail Tissue and Hygiene: % Value 2016-2020
Table 17 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2017-2020
Table 18 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2015-2020
Table 19 Distribution of Retail Tissue and Hygiene by Format: % Value 2015-2020
Table 20 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2020
Table 21 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2020-2025
Table 22 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Sanitary Protection in Germany

KEY DATA FINDINGS

2020 IMPACT

COVID-19 pandemic has minimal impact on demand for sanitary protection in 2020

Natural and sustainable, with organic cotton the focus in product development in 2020

Emerging alternatives stem from sustainable angle

RECOVERY AND OPPORTUNITIES

Shift to reusable products may become stronger threat to tampons over the forecast period

Product innovation can reactivate sales of sanitary protection over the forecast period

Channel shift may dampen unit price of sanitary protection products

CATEGORY DATA

Table 23 Retail Sales of Sanitary Protection by Category: Value 2015-2020
Table 24 Retail Sales of Sanitary Protection by Category: % Value Growth 2015-2020
Table 25 Retail Sales of Tampons by Application Format: % Value 2015-2020
Table 26 NBO Company Shares of Retail Sanitary Protection: % Value 2016-2020
Table 27 LBN Brand Shares of Retail Sanitary Protection: % Value 2017-2020
Table 28 Forecast Retail Sales of Sanitary Protection by Category: Value 2020-2025
Table 29 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2020-2025

Nappies/Diapers/Pants in Germany

KEY DATA FINDINGS

2020 IMPACT

COVID-19 has limited impact on nappies/diapers/pants in 2020

Disposable pants performs best as usage broadens

Parents’ interest in environmentally friendly products heightens

RECOVERY AND OPPORTUNITIES

Falling birth rates to limit volume growth over the forecast period

Green products likely to feature more prominently going forward

E-commerce appeal will be supported by green brands’ online options over the forecast period

CATEGORY DATA

Table 30 Retail Sales of Nappies/Diapers/Pants by Category: Value 2015-2020
Table 31 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2015-2020
Table 32 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2016-2020
Table 33 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2017-2020
Table 34 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2020-2025
Table 35 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2020-2025

Retail Adult Incontinence in Germany

KEY DATA FINDINGS

2020 IMPACT

COVID-19 limits 2020 performance but demand continues to grow

Education and changing perceptions support volume growth

Consumers still value brands with a good reputation for quality

RECOVERY AND OPPORTUNITIES

Volume sales likely to be slightly slower over the forecast period

Pants to prop up moderate/heavy adult incontinence performance during the forecast period

E-commerce potential will take time to be unlocked

CATEGORY DATA

Table 36 Sales of Retail Adult Incontinence by Category: Value 2015-2020
Table 37 Sales of Retail Adult Incontinence by Category: % Value Growth 2015-2020
Table 38 NBO Company Shares of Retail Adult Incontinence: % Value 2016-2020
Table 39 LBN Brand Shares of Retail Adult Incontinence: % Value 2017-2020
Table 40 Forecast Sales of Retail Adult Incontinence by Category: Value 2020-2025
Table 41 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2020-2025

Rx/Reimbursement Adult Incontinence in Germany

KEY DATA FINDINGS

2020 IMPACT

Sales grow in 2020 due to a degree of switch from retail

Negative stigma continues to hamper the appeal of Rx/reimbursement adult incontinence products

RECOVERY AND OPPORTUNITIES

Limited product availability mostly in pharmacies to still hinder sales potential over the forecast period

Insurance policies to pose additional obstacles over the forecast period

CATEGORY DATA

Table 42 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2015-2020
Table 43 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2015-2020
Table 44 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2020-2025
Table 45 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2020-2025

Wipes in Germany

KEY DATA FINDINGS

2020 IMPACT

COVID-19 pandemic drives sales of wipes in 2020

Impregnated wet wipes associated with efficacy in disinfecting in 2020

Private label strengthened due to ease of access

RECOVERY AND OPPORTUNITIES

Steady growth projected beyond the pandemic

Sustainability concerns regarding wipes will eventually resurface

E-commerce to grow strongly

CATEGORY DATA

Table 46 Retail Sales of Wipes by Category: Value 2015-2020
Table 47 Retail Sales of Wipes by Category: % Value Growth 2015-2020
Table 48 NBO Company Shares of Retail Wipes: % Value 2016-2020
Table 49 LBN Brand Shares of Retail Wipes: % Value 2017-2020
Table 50 Forecast Retail Sales of Wipes by Category: Value 2020-2025
Table 51 Forecast Retail Sales of Wipes by Category: % Value Growth 2020-2025

Retail Tissue in Germany

KEY DATA FINDINGS

2020 IMPACT

COVID-19 leads to surge in retail tissue sales in 2020

Consumers unwilling to compromise on comfort

Private label, especially of grocery retailers, extends lead in 2020

RECOVERY AND OPPORTUNITIES

Increased home usage to ensure higher consumption of retail tissue over the forecast period

Price expected to settle at more reasonable level during the forecast period

E-commerce will feature more prominently in the forecast period

CATEGORY DATA

Table 52 Retail Sales of Tissue by Category: Value 2015-2020
Table 53 Retail Sales of Tissue by Category: % Value Growth 2015-2020
Table 54 NBO Company Shares of Retail Tissue: % Value 2016-2020
Table 55 LBN Brand Shares of Retail Tissue: % Value 2017-2020
Table 56 Forecast Retail Sales of Tissue by Category: Value 2020-2025
Table 57 Forecast Retail Sales of Tissue by Category: % Value Growth 2020-2025

Away-From-Home Tissue and Hygiene in Germany

KEY DATA FINDINGS

2020 IMPACT

COVID-19 pandemic hurts away-from-home demand

From toilet paper to paper tableware: decline for all AFH tissue

AFH adult incontinence demand drops with lower product usage in hospitals

RECOVERY AND OPPORTUNITIES

Recovery expected from 2021 but unlikely to recover to 2019 levels

Eased restrictions essential for AFH tissue recovery over the forecast period

Quicker recovery projected for AFH hygiene

CATEGORY DATA

Table 58 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2015-2020
Table 59 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 60 Sales of Away-From-Home Paper Towels by Type: % Value 2015-2020
Table 61 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2015-2020
Table 62 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2015-2020
Table 63 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2015-2020
Table 64 Sales of Away-From-Home Wipers by Format through Public: % Value 2015-2020
Table 65 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2015-2020
Table 66 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2019
Table 67 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2020-2025
Table 68 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2020-2025

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Megatrends

Country Report

Tissue and Hygiene in Germany

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Company response

Retailing shift

What next for tissue and hygiene?

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

CATEGORY DATA

Tissue and Hygiene in Germany

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Company response

Retailing shift

What next for tissue and hygiene?

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Sanitary Protection in Germany

KEY DATA FINDINGS

2020 IMPACT

COVID-19 pandemic has minimal impact on demand for sanitary protection in 2020

Natural and sustainable, with organic cotton the focus in product development in 2020

Emerging alternatives stem from sustainable angle

RECOVERY AND OPPORTUNITIES

Shift to reusable products may become stronger threat to tampons over the forecast period

Product innovation can reactivate sales of sanitary protection over the forecast period

Channel shift may dampen unit price of sanitary protection products

CATEGORY DATA

Nappies/Diapers/Pants in Germany

KEY DATA FINDINGS

2020 IMPACT

COVID-19 has limited impact on nappies/diapers/pants in 2020

Disposable pants performs best as usage broadens

Parents’ interest in environmentally friendly products heightens

RECOVERY AND OPPORTUNITIES

Falling birth rates to limit volume growth over the forecast period

Green products likely to feature more prominently going forward

E-commerce appeal will be supported by green brands’ online options over the forecast period

CATEGORY DATA

Retail Adult Incontinence in Germany

KEY DATA FINDINGS

2020 IMPACT

COVID-19 limits 2020 performance but demand continues to grow

Education and changing perceptions support volume growth

Consumers still value brands with a good reputation for quality

RECOVERY AND OPPORTUNITIES

Volume sales likely to be slightly slower over the forecast period

Pants to prop up moderate/heavy adult incontinence performance during the forecast period

E-commerce potential will take time to be unlocked

CATEGORY DATA

Rx/Reimbursement Adult Incontinence in Germany

KEY DATA FINDINGS

2020 IMPACT

Sales grow in 2020 due to a degree of switch from retail

Negative stigma continues to hamper the appeal of Rx/reimbursement adult incontinence products

RECOVERY AND OPPORTUNITIES

Limited product availability mostly in pharmacies to still hinder sales potential over the forecast period

Insurance policies to pose additional obstacles over the forecast period

CATEGORY DATA

Wipes in Germany

KEY DATA FINDINGS

2020 IMPACT

COVID-19 pandemic drives sales of wipes in 2020

Impregnated wet wipes associated with efficacy in disinfecting in 2020

Private label strengthened due to ease of access