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Country Report

Tissue and Hygiene in

Tissue and Hygiene in Germany

Jun 2020

US$2,650

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Executive Summary

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COVID-19 impact on tissue and hygiene

Chancellor Merkel and her ruling administration have received praise both at home and abroad for their handling of the COVID-19 pandemic in Germany. However, this still involved widespread shutdown and quarantine measures, naturally having a knock-on effect on the economy and most fmcg.

COVID-19 country impact

As of 6 May 2020, Germany had seen around 7,300 deaths due to COVID-19 and 168,100 cases. Restrictions on large gatherings started from 13 March.

Balancing health and environmental impact but still with price concerns

Of the various trends driving tissue and hygiene in Germany, one theme was prevalent and influential across most products in 2019 – the balancing act of health and environmental impact. On the one hand many Germans were seeking more natural products – free from potentially harmful additives, chemicals and possible irritants.

Private label and branded manufacturers lead tissue and hygiene

Private label continued to be in strong demand in 2019, accounting for just over half of retail value sales in tissue and hygiene, due to German consumers’ appreciation of value for money, especially when it comes to commodity products. The two main drugstores in Germany, dm and Rossmann, continued to enhance their product portfolio within most of the products across tissue and hygiene, especially in nappies/diapers/pants, in which both retailers are now offering premium nappies that use suction technology offering up to 12 hours of protection.

Retail tissue and hygiene to see slow annual growth over the forecast period

Retail tissue and hygiene is expected to record positive, albeit very modest, annual growth at constant 2019 prices over the forecast period. Retail tissue, in particular, will see a strong increase in sales in 2020, with the COVID-19 pandemic meaning that consumers will be spending a lot more time in their homes.

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Tissue and Hygiene Sample Report Tissue and Hygiene Sample Data

Overview

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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

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Balancing health and environmental impact but still with price concerns

Private label and branded manufacturers lead tissue and hygiene

Retail tissue and hygiene to see slow annual growth over the forecast period

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

MARKET INDICATORS

Table 1 Birth Rates 2014-2019
Table 2 Infant Population 2014-2019
Table 3 Female Population by Age 2014-2019
Table 4 Total Population by Age 2014-2019
Table 5 Households 2014-2019
Table 6 Forecast Infant Population 2019-2024
Table 7 Forecast Female Population by Age 2019-2024
Table 8 Forecast Total Population by Age 2019-2024
Table 9 Forecast Households 2019-2024

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2014-2019
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2015-2019
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2016-2019
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2014-2019
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2014-2019
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2019
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Sanitary Protection in Germany

HEADLINES

PRE-COVID-19 PERFORMANCE

Premiumisation helps drive current value growth; tax cuts on their way

Subscription models boost e-commerce, sustainability focus for drugstore private label lines

Johnson & Johnson’s o b brand leads, but Always/Whisper is closing the gap

2020 AND BEYOND

COVID-19 impact

Affected products within sanitary protection

Recovery and opportunities

CATEGORY DATA

Table 19 Retail Sales of Sanitary Protection by Category: Value 2014-2019
Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2014-2019
Table 21 Retail Sales of Tampons by Application Format: % Value 2014-2019
Table 22 NBO Company Shares of Retail Sanitary Protection: % Value 2015-2019
Table 23 LBN Brand Shares of Retail Sanitary Protection: % Value 2016-2019
Table 24 Forecast Retail Sales of Sanitary Protection by Category: Value 2019-2024
Table 25 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2019-2024

Nappies/Diapers/Pants in Germany

HEADLINES

PRE-COVID-19 PERFORMANCE

Increasing child population aged 0-4 supports volume growth, premiumisation boosts value growth

E-commerce rapidly gaining distribution share

Leader Procter & Gamble still losing share, Hipp enters nappies/diapers/pants

2020 AND BEYOND

COVID-19 impact

Affected products within nappies/diapers/pants

Recovery and opportunities

CATEGORY DATA

Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2014-2019
Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2014-2019
Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2015-2019
Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2016-2019
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024

Retail Adult Incontinence in Germany

HEADLINES

PRE-COVID-19 PERFORMANCE

The ageing German population ensures long-term demand

Light adult incontinence still growing despite being the biggest category

Essity still dominates, but Attends recording the fastest growth

2020 AND BEYOND

COVID-19 impact

Affected products within retail adult incontinence

Recovery and opportunities

CATEGORY DATA

Table 32 Sales of Retail Adult Incontinence by Category: Value 2014-2019
Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2014-2019
Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2015-2019
Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2016-2019
Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2019-2024
Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024

Rx/Reimbursement Adult Incontinence in Germany

HEADLINES

PRE-COVID-19 PERFORMANCE

Sales decline as consumers move away from the Rx/reimbursement channel

Restricted selection limits Rx/reimbursement performance

Limited potential for growth due to restricted insurance policies

2020 AND BEYOND

Recovery and opportunities

CATEGORY DATA

Table 38 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2014-2019
Table 39 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2014-2019
Table 40 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2019-2024
Table 41 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2019-2024

Wipes in Germany

HEADLINES

PRE-COVID-19 PERFORMANCE

Personal wipes continues to drive the overall category performance

The opposing factors of convenience versus eco-friendliness concerns

Procter & Gamble the leading player but private label has the biggest share

2020 AND BEYOND

COVID-19 impact

Affected products within wipes

Recovery and opportunities

CATEGORY DATA

Table 42 Retail Sales of Wipes by Category: Value 2014-2019
Table 43 Retail Sales of Wipes by Category: % Value Growth 2014-2019
Table 44 NBO Company Shares of Retail Wipes: % Value 2015-2019
Table 45 LBN Brand Shares of Retail Wipes: % Value 2016-2019
Table 46 Forecast Retail Sales of Wipes by Category: Value 2019-2024
Table 47 Forecast Retail Sales of Wipes by Category: % Value Growth 2019-2024

Retail Tissue in Germany

HEADLINES

PRE-COVID-19 PERFORMANCE

Toilet paper remains the biggest and fastest-growing product

E-commerce on the rise

Increased product offerings from dm and Rossmann help them gain share

2020 AND BEYOND

COVID-19 impact

Affected products within retail tissue

Recovery and opportunities

CATEGORY DATA

Table 48 Retail Sales of Tissue by Category: Value 2014-2019
Table 49 Retail Sales of Tissue by Category: % Value Growth 2014-2019
Table 50 NBO Company Shares of Retail Tissue: % Value 2015-2019
Table 51 LBN Brand Shares of Retail Tissue: % Value 2016-2019
Table 52 Forecast Retail Sales of Tissue by Category: Value 2019-2024
Table 53 Forecast Retail Sales of Tissue by Category: % Value Growth 2019-2024

Away-From-Home Tissue and Hygiene in Germany

HEADLINES

PRE-COVID-19 PERFORMANCE

AFH tissue and hygiene records solid growth in 2019 as it goes greener

Ageing population continues to drive volume sales of AFH adult incontinence

Essity launches virtual reality app for hand hygiene education

2020 AND BEYOND

COVID-19 impact

Affected products within away-from-home tissue and hygiene

Recovery and opportunities

CATEGORY DATA

Table 54 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2014-2019
Table 55 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2014-2019
Table 56 Sales of Away-From-Home Paper Towels by Type: % Value 2015-2019
Table 57 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2014-2019
Table 58 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2014-2019
Table 59 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2014-2019
Table 60 Sales of Away-From-Home Wipers by Format through Public: % Value 2014-2019
Table 61 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2014-2019
Table 62 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2018
Table 63 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
Table 64 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024

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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

Balancing health and environmental impact but still with price concerns

Private label and branded manufacturers lead tissue and hygiene

Retail tissue and hygiene to see slow annual growth over the forecast period

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

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Balancing health and environmental impact but still with price concerns

Private label and branded manufacturers lead tissue and hygiene

Retail tissue and hygiene to see slow annual growth over the forecast period

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Sanitary Protection in Germany

HEADLINES

PRE-COVID-19 PERFORMANCE

Premiumisation helps drive current value growth; tax cuts on their way

Subscription models boost e-commerce, sustainability focus for drugstore private label lines

Johnson & Johnson’s o b brand leads, but Always/Whisper is closing the gap

2020 AND BEYOND

COVID-19 impact

Affected products within sanitary protection

Recovery and opportunities

CATEGORY DATA

Nappies/Diapers/Pants in Germany

HEADLINES

PRE-COVID-19 PERFORMANCE

Increasing child population aged 0-4 supports volume growth, premiumisation boosts value growth

E-commerce rapidly gaining distribution share

Leader Procter & Gamble still losing share, Hipp enters nappies/diapers/pants

2020 AND BEYOND

COVID-19 impact

Affected products within nappies/diapers/pants

Recovery and opportunities

CATEGORY DATA

Retail Adult Incontinence in Germany

HEADLINES

PRE-COVID-19 PERFORMANCE

The ageing German population ensures long-term demand

Light adult incontinence still growing despite being the biggest category

Essity still dominates, but Attends recording the fastest growth

2020 AND BEYOND

COVID-19 impact

Affected products within retail adult incontinence

Recovery and opportunities

CATEGORY DATA

Rx/Reimbursement Adult Incontinence in Germany

HEADLINES

PRE-COVID-19 PERFORMANCE

Sales decline as consumers move away from the Rx/reimbursement channel

Restricted selection limits Rx/reimbursement performance

Limited potential for growth due to restricted insurance policies

2020 AND BEYOND

Recovery and opportunities

CATEGORY DATA

Wipes in Germany

HEADLINES

PRE-COVID-19 PERFORMANCE

Personal wipes continues to drive the overall category performance

The opposing factors of convenience versus eco-friendliness concerns

Procter & Gamble the leading player but private label has the biggest share

2020 AND BEYOND

COVID-19 impact