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Country Report

Tissue and Hygiene in

Tissue and Hygiene in the Netherlands

Mar 2021

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Executive Summary

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COVID-19 impact on tissue and hygiene

Tissue and hygiene in the Netherlands recorded stronger retail value growth in 2020 compared to 2019, driven by growth in wipes and retail tissue. The country’s first lockdown in spring 2020 led to spikes in demand and stockpiling across categories including retail tissue and retail adult incontinence, further fuelled by images on social media.

COVID-19 country impact

Within the Netherlands, large gatherings were banned on 12 March 2020. From Sunday 15 March, all food and drink establishments were closed, followed by schools a day later, albeit with some remaining open to the children of healthcare and emergency service workers.

Company response

The leading players in retail tissue and hygiene in 2020 remained Kimberly-Clark BV and Procter & Gamble Nederland BV, with Essity Nederland BV in third place. All three saw slight falls in their respective value shares as private label players including Albert Heijn BV, AS Watson and Lidl Nederland GmbH recorded stronger growth.

Retailing shift

The COVID-19 pandemic prompted consumers to make fewer visits to retail stores in 2020, with many preferring to purchase tissue and hygiene products as part of their weekly shop in supermarkets. Indeed, Nielsen predicted a rise in supermarket sales of almost 6% in 2020 compared to 2019 as consumers visited stores less often but also spent more during each visit.

What next for tissue and hygiene?

Assuming a return to more normal conditions in the Netherlands over the forecast period, including a resumption of activities away from home, tissue and hygiene is expected to record a trend of slightly upward value growth. Over the longer term, however, both population and GDP growth are expected to level off, which is likely to restrict total volume sales and 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 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

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Company response

Retailing shift

What next for tissue and hygiene?

Chart 1 Tissue and Hygiene Value Sales Growth Scenarios: 2018-2025
Chart 2 Tissue and Hygiene Impact of Drivers on Value Sales: 2018-2025

MARKET INDICATORS

Table 1 Birth Rates 2015-2020
Table 2 Infant Population 2015-2020
Table 3 Female Population by Age 2015-2020
Table 4 Total Population by Age 2015-2020
Table 5 Households 2015-2020
Table 6 Forecast Infant Population 2020-2025
Table 7 Forecast Female Population by Age 2020-2025
Table 8 Forecast Total Population by Age 2020-2025
Table 9 Forecast Households 2020-2025

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2015-2020
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2016-2020
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2017-2020
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2015-2020
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2015-2020
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2020
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2020-2025
Table 18 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 the Netherlands

KEY DATA FINDINGS

2020 IMPACT

Steady value growth for sanitary protection as COVID-19 has minimal impact in 2020

New wave of ethical and sustainable brands emerges amid growing popularity of alternative products in 2020

Procter & Gamble retains clear lead as private label holds steady in 2020

RECOVERY AND OPPORTUNITIES

Continued innovation aims to combat flat growth prospects

Greater use of contraceptive spiral among younger women set to reduce demand for sanitary protection

New brands set to launch subscription-based delivery services

CATEGORY DATA

Table 19 Retail Sales of Sanitary Protection by Category: Value 2015-2020
Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2015-2020
Table 21 Retail Sales of Tampons by Application Format: % Value 2015-2020
Table 22 NBO Company Shares of Retail Sanitary Protection: % Value 2016-2020
Table 23 LBN Brand Shares of Retail Sanitary Protection: % Value 2017-2020
Table 24 Forecast Retail Sales of Sanitary Protection by Category: Value 2020-2025
Table 25 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2020-2025

Nappies/Diapers/Pants in the Netherlands

KEY DATA FINDINGS

2020 IMPACT

Price-sensitive consumers turn to private label, limiting retail value growth in 2020

Sustainability challenges convenience as a key factor driving purchasing decisions in 2020

Procter & Gamble retains lead amid growth for private label and e-commerce in 2020

RECOVERY AND OPPORTUNITIES

Increased birth rate set to drive longer-term growth for nappies/diapers/pants

Growth in washable nappies set to increase pressure on unit prices

Innovation and more sustainable products set to drive value growth over the forecast period

CATEGORY DATA

Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2015-2020
Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2015-2020
Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2016-2020
Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2017-2020
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2020-2025
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2020-2025

Retail Adult Incontinence in the Netherlands

KEY DATA FINDINGS

2020 IMPACT

Consumers stockpile products due to concerns over self-isolation in 2020

Product development continues to drive growth in 2020

Tena and Depend maintain lead as grocery retailers and e-commerce benefit from stockpiling in 2020

RECOVERY AND OPPORTUNITIES

Product development set to drive steady value and volume growth

Use of sanitary protection for light incontinence set to hinder growth

Tighter restrictions on Rx/reimbursement adult incontinence likely to increase retail sales

CATEGORY DATA

Table 32 Sales of Retail Adult Incontinence by Category: Value 2015-2020
Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2015-2020
Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2016-2020
Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2017-2020
Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2020-2025
Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2020-2025

Wipes in the Netherlands

KEY DATA FINDINGS

2020 IMPACT

COVID-19 leads to surge in sales of home care wipes as consumers prioritise hygiene and convenience in 2020

Sustainability and concern over ingredients drives interest in washable wipes in 2020

Kimberly-Clark retains lead as consumers turn to discounters, hypermarkets and e-commerce in 2020

RECOVERY AND OPPORTUNITIES

Sales of wipes set to fall following COVID-19 pandemic as sustainable alternatives limit value growth

Lack of innovation and new product launches set to hinder growth

Enduring focus on hygiene set to drive volume growth

CATEGORY DATA

Table 38 Retail Sales of Wipes by Category: Value 2015-2020
Table 39 Retail Sales of Wipes by Category: % Value Growth 2015-2020
Table 40 NBO Company Shares of Retail Wipes: % Value 2016-2020
Table 41 LBN Brand Shares of Retail Wipes: % Value 2017-2020
Table 42 Forecast Retail Sales of Wipes by Category: Value 2020-2025
Table 43 Forecast Retail Sales of Wipes by Category: % Value Growth 2020-2025

Retail Tissue in the Netherlands

KEY DATA FINDINGS

2020 IMPACT

Stronger growth for retail tissue as consumers spend more time at home in 2020

Sustainability continues to drive product innovation in 2020

Private label players benefit from focus on volume purchases in 2020

RECOVERY AND OPPORTUNITIES

Continued focus on health and hygiene set to drive steady value growth over the forecast period

Sustainability concerns to hinder growth in paper tableware and facial tissues

Subscription services set to boost e-commerce over the forecast period

CATEGORY DATA

Table 44 Retail Sales of Tissue by Category: Value 2015-2020
Table 45 Retail Sales of Tissue by Category: % Value Growth 2015-2020
Table 46 NBO Company Shares of Retail Tissue: % Value 2016-2020
Table 47 LBN Brand Shares of Retail Tissue: % Value 2017-2020
Table 48 Forecast Retail Sales of Tissue by Category: Value 2020-2025
Table 49 Forecast Retail Sales of Tissue by Category: % Value Growth 2020-2025

Away-From-Home Tissue and Hygiene in the Netherlands

KEY DATA FINDINGS

2020 IMPACT

Sales of away-from-home tissue hit by venue closures, travel restrictions and home working in 2020

Pandemic hits away-from-home tissue hard as horeca fails to regain momentum in 2020

Away-from-home hygiene maintains positive growth in 2020

RECOVERY AND OPPORTUNITIES

Challenges to growth set to persist over the forecast period

Increased demand from healthcare facilities set to sustain growth in away-from-home hygiene

Long-term hygiene focus set to boost sales of AFH wipers

CATEGORY DATA

Table 50 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2015-2020
Table 51 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 52 Sales of Away-From-Home Paper Towels by Type: % Value 2015-2020
Table 53 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2015-2020
Table 54 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2015-2020
Table 55 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2015-2020
Table 56 Sales of Away-From-Home Wipers by Format through Public: % Value 2015-2020
Table 57 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2015-2020
Table 58 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2019
Table 59 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2020-2025
Table 60 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 the Netherlands

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 the Netherlands

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 the Netherlands

KEY DATA FINDINGS

2020 IMPACT

Steady value growth for sanitary protection as COVID-19 has minimal impact in 2020

New wave of ethical and sustainable brands emerges amid growing popularity of alternative products in 2020

Procter & Gamble retains clear lead as private label holds steady in 2020

RECOVERY AND OPPORTUNITIES

Continued innovation aims to combat flat growth prospects

Greater use of contraceptive spiral among younger women set to reduce demand for sanitary protection

New brands set to launch subscription-based delivery services

CATEGORY DATA

Nappies/Diapers/Pants in the Netherlands

KEY DATA FINDINGS

2020 IMPACT

Price-sensitive consumers turn to private label, limiting retail value growth in 2020

Sustainability challenges convenience as a key factor driving purchasing decisions in 2020

Procter & Gamble retains lead amid growth for private label and e-commerce in 2020

RECOVERY AND OPPORTUNITIES

Increased birth rate set to drive longer-term growth for nappies/diapers/pants

Growth in washable nappies set to increase pressure on unit prices

Innovation and more sustainable products set to drive value growth over the forecast period

CATEGORY DATA

Retail Adult Incontinence in the Netherlands

KEY DATA FINDINGS

2020 IMPACT

Consumers stockpile products due to concerns over self-isolation in 2020

Product development continues to drive growth in 2020

Tena and Depend maintain lead as grocery retailers and e-commerce benefit from stockpiling in 2020

RECOVERY AND OPPORTUNITIES

Product development set to drive steady value and volume growth

Use of sanitary protection for light incontinence set to hinder growth

Tighter restrictions on Rx/reimbursement adult incontinence likely to increase retail sales

CATEGORY DATA

Wipes in the Netherlands

KEY DATA FINDINGS

2020 IMPACT

COVID-19 leads to surge in sales of home care wipes as consumers prioritise hygiene and convenience in 2020

Sustainability and concern over ingredients drives interest in washable wipes in 2020

Kimberly-Clark retains lead as consumers turn to discounters, hypermarkets and e-commerce in 2020

RECOVERY AND OPPORTUNITIES

Sales of wipes set to fall following COVID-19 pandemic as sustainable alternatives limit value growth

Lack of innovation and new product launches set to hinder growth

Enduring focus on hygiene set to drive volume growth

CATEGORY DATA

Retail Tissue in the Netherlands

KEY DATA FINDINGS

2020 IMPACT

Stronger growth for retail tissue as consumers spend more time at home in 2020

Sustainability continues to drive product innovation in 2020

Private label players benefit from focus on volume purchases in 2020