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Country Report

Tissue and Hygiene in

Tissue and Hygiene in the Netherlands

47 pages, Apr 2018

US$2,650

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Executive Summary

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A positive year for tissue and hygiene again, thanks to the growing Dutch economy

Tissue and hygiene in the Netherlands continued on a positive growth trajectory in 2017 thanks to the booming Dutch economy. Growth was registered in volume and value terms, with demographics playing a major role in driving volume, whilst value sales were partly influenced by unit price increases due to inflation and a general move towards premium products within some categories in tissue and hygiene.

Manufacturers focus on premium products for product uniqueness

As tissue and hygiene is very mature in the Netherlands, manufacturers rely on new product developments to keep consumers interested in their products. With an ever increasing presence of private label, established brands focus on aesthetic features to distinguish themselves from private label.

Leading international companies face tough competition from private label

Tissue and hygiene remains a concentrated market with only a few major players and mostly known brands that are already established. Leading companies such as Essity Nederland (formerly SCA Hygienic Products Nederland), Procter & Gamble Nederland and Kimberly-Clark are losing value share to private label despite the fact that these brand owners are at the forefront of new product developments.

Internet retailing channel becoming increasingly important in tissue and hygiene

Internet retailing continued to see the fastest value growth in tissue and hygiene in 2017, at the expense of store-based retailers such as health and beauty stores and supermarkets. This growth was significantly seen in nappies/diapers/pants and retail adult incontinence, with these product categories being offered in large packaging sizes to offer consumers cost savings.

Positive prospects for tissue and hygiene

The outlook for tissue and hygiene over the forecast period is positive, with volumes set to steadily increase, driven by positive movements in demographic factors. Value growth, on the other hand, is set to be limited due to price promotions influenced by the increasing presence of private label and less manufacturer activity due to the maturity of most of the categories within tissue and hygiene.

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Tissue and Hygiene Sample Report Tissue and Hygiene Sample Data

Overview

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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 Netherlands 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 Netherlands, 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 Netherlands for free:

The Tissue and Hygiene in Netherlands 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 Netherlands?
What are the major brands in Netherlands?
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 the Netherlands

EXECUTIVE SUMMARY

A positive year for tissue and hygiene again, thanks to the growing Dutch economy

Manufacturers focus on premium products for product uniqueness

Leading international companies face tough competition from private label

Internet retailing channel becoming increasingly important in tissue and hygiene

Positive prospects for tissue and hygiene

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 the Netherlands

HEADLINES

PROSPECTS

Strong Dutch economy boosts sales in AFH tissue and hygiene

Demographic dynamics influence volumes in AFH tissue and hygiene

Unit prices of AFH retail tissue and hygiene increase on average in 2017

COMPETITIVE LANDSCAPE

Essity Nederland retains leading position in AFH tissue and hygiene

Kimberly-Clark is also active in AFH retail and hygiene

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 the Netherlands

HEADLINES

PROSPECTS

Favourable economic conditions drive per capita consumption of nappies/diapers/pants

Slight increase in child population has a positive effect on volume sales of nappies/diapers/pants

Dutch parents turn to internet retailing for special offers

COMPETITIVE LANDSCAPE

Procter & Gamble Nederland leads nappies/diapers/pants, but faces tough competition

Unilever Nederland enters nappies/diapers/pants

Kimberly-Clark rethinks channel strategy on standard nappies/diapers

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 Tissue in the Netherlands

HEADLINES

PROSPECTS

Premiumisation trend boosts retail tissue value sales

Per capita consumption of retail tissue is declining

Recycled toilet paper continues to decline in the Netherlands

COMPETITIVE LANDSCAPE

Established brands struggle to maintain value share in retail tissue

Private label dominates in retail tissue

Upcoming small brand Renova sets out to distinguish itself in retail tissue

CATEGORY DATA

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

Sanitary Protection in the Netherlands

HEADLINES

PROSPECTS

“Sustainable menstruating” a hot topic, but at the expense of sanitary protection

Per capita consumption of sanitary protection is declining

Tampons suffer worst decline in sanitary protection

COMPETITIVE LANDSCAPE

Procter & Gamble Nederland retains leading position in sanitary protection

Essity Nederland gains from innovative marketing

Niche players growing from a small base

CATEGORY DATA

Table 42 Retail Sales of Sanitary Protection by Category: Value 2012-2017
Table 43 Retail Sales of Sanitary Protection by Category: % Value Growth 2012-2017
Table 44 Retail Sales of Tampons by Application Format: % Value 2012-2017
Table 45 NBO Company Shares of Retail Sanitary Protection: % Value 2013-2017
Table 46 LBN Brand Shares of Retail Sanitary Protection: % Value 2014-2017
Table 47 Forecast Retail Sales of Sanitary Protection by Category: Value 2017-2022
Table 48 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2017-2022

Wipes in the Netherlands

HEADLINES

PROSPECTS

Stable economic conditions set stage for growth of wipes

The need for convenience and hygiene drives growth in personal wipes

Outdated wipes decline whilst potential for less mature categories remains positive

COMPETITIVE LANDSCAPE

Procter & Gamble leads wipes in 2017, followed closely by Kimberly-Clark

Essity Nederland continues to invest in new product development

Private label making inroads in wipes

CATEGORY DATA

Table 49 Retail Sales of Wipes by Category: Value 2012-2017
Table 50 Retail Sales of Wipes by Category: % Value Growth 2012-2017
Table 51 NBO Company Shares of Retail Wipes: % Value 2013-2017
Table 52 LBN Brand Shares of Retail Wipes: % Value 2014-2017
Table 53 Forecast Retail Sales of Wipes by Category: Value 2017-2022
Table 54 Forecast Retail Sales of Wipes by Category: % Value Growth 2017-2022

Retail Adult Incontinence in the Netherlands

HEADLINES

PROSPECTS

Stricter guidelines for reimbursed incontinence costs benefit retail adult incontinence

Demographics favour volume growth of retail adult incontinence

Cultural taboos still pose a challenge but supermarkets increase product variety

COMPETITIVE LANDSCAPE

Essity Nederland retains its leading position in a largely concentrated category

Established brands lose value share to small players

Private label slowly making headway but still small

CATEGORY DATA

Table 55 Sales of Retail Adult Incontinence by Category: Value 2012-2017
Table 56 Sales of Retail Adult Incontinence by Category: % Value Growth 2012-2017
Table 57 NBO Company Shares of Retail Adult Incontinence: % Value 2013-2017
Table 58 LBN Brand Shares of Retail Adult Incontinence: % Value 2014-2017
Table 59 Forecast Sales of Retail Adult Incontinence by Category: Value 2017-2022
Table 60 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2017-2022

Rx/Reimbursement Adult Incontinence in the Netherlands

HEADLINES

PROSPECTS

Curbing rising healthcare costs puts a limit on Rx/reimbursement adult incontinence costs

Other treatment to alleviate incontinence also threatens reimbursed adult incontinence

Population dynamics driving Rx/reimbursement adult incontinence costs

CATEGORY DATA

Table 61 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2012-2017
Table 62 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2012-2017
Table 63 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2017-2022
Table 64 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2017-2022

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Megatrends

Country Report

Tissue and Hygiene in the Netherlands

New Report Guarantee

Executive Summary

New Report Guarantee

A positive year for tissue and hygiene again, thanks to the growing Dutch economy

Manufacturers focus on premium products for product uniqueness

Leading international companies face tough competition from private label

Internet retailing channel becoming increasingly important in tissue and hygiene

Positive prospects 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 the Netherlands

EXECUTIVE SUMMARY

A positive year for tissue and hygiene again, thanks to the growing Dutch economy

Manufacturers focus on premium products for product uniqueness

Leading international companies face tough competition from private label

Internet retailing channel becoming increasingly important in tissue and hygiene

Positive prospects for tissue and hygiene

MARKET INDICATORS

MARKET DATA

SOURCES

Away-From-Home Tissue and Hygiene in the Netherlands

HEADLINES

PROSPECTS

Strong Dutch economy boosts sales in AFH tissue and hygiene

Demographic dynamics influence volumes in AFH tissue and hygiene

Unit prices of AFH retail tissue and hygiene increase on average in 2017

COMPETITIVE LANDSCAPE

Essity Nederland retains leading position in AFH tissue and hygiene

Kimberly-Clark is also active in AFH retail and hygiene

CATEGORY DATA

Nappies/Diapers/Pants in the Netherlands

HEADLINES

PROSPECTS

Favourable economic conditions drive per capita consumption of nappies/diapers/pants

Slight increase in child population has a positive effect on volume sales of nappies/diapers/pants

Dutch parents turn to internet retailing for special offers

COMPETITIVE LANDSCAPE

Procter & Gamble Nederland leads nappies/diapers/pants, but faces tough competition

Unilever Nederland enters nappies/diapers/pants

Kimberly-Clark rethinks channel strategy on standard nappies/diapers

CATEGORY DATA

Retail Tissue in the Netherlands

HEADLINES

PROSPECTS

Premiumisation trend boosts retail tissue value sales

Per capita consumption of retail tissue is declining

Recycled toilet paper continues to decline in the Netherlands

COMPETITIVE LANDSCAPE

Established brands struggle to maintain value share in retail tissue

Private label dominates in retail tissue

Upcoming small brand Renova sets out to distinguish itself in retail tissue

CATEGORY DATA

Sanitary Protection in the Netherlands

HEADLINES

PROSPECTS

“Sustainable menstruating” a hot topic, but at the expense of sanitary protection

Per capita consumption of sanitary protection is declining

Tampons suffer worst decline in sanitary protection

COMPETITIVE LANDSCAPE

Procter & Gamble Nederland retains leading position in sanitary protection

Essity Nederland gains from innovative marketing

Niche players growing from a small base

CATEGORY DATA

Wipes in the Netherlands

HEADLINES

PROSPECTS

Stable economic conditions set stage for growth of wipes

The need for convenience and hygiene drives growth in personal wipes

Outdated wipes decline whilst potential for less mature categories remains positive

COMPETITIVE LANDSCAPE

Procter & Gamble leads wipes in 2017, followed closely by Kimberly-Clark

Essity Nederland continues to invest in new product development

Private label making inroads in wipes