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Country Report

Tissue and Hygiene in

Tissue and Hygiene in the Netherlands

Mar 2019

US$2,650

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Executive Summary

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Tissue and hygiene records yet another positive year

Tissue and hygiene continued its positive trajectory in 2018, recording healthy growth in both volume and current value terms. Value growth was faster than volume, owing to increases in the average unit prices of tissue and hygiene products, driven by manufacturers passing on raw materials price increases.

Average unit prices increase in 2018

The average unit prices of tissue and hygiene products increased in 2018, with both retail and away-from-home tissue and hygiene recording increases. The price increases were structural, as the tissue and hygiene industry faced raw materials price increases.

Established brands focus on value growth

Generally, tissue and hygiene average unit prices increased in 2018, as manufacturers passed on the rising price of raw materials to consumers. Established brands, however, increased their prices more than private label, choosing to focus on adding value rather than creating higher volume sales.

Internet retailing sees the fastest growth

Internet retailing remained the fastest growth distribution channel in retail tissue and hygiene in 2018, growing at the expense of supermarkets and health and beauty specialist retailers. Growth was particularly visible in nappies/diapers/pants and retail adult incontinence.

Modest growth is expected over the forecast period

Tissue and hygiene is expected to record modest current value growth over the forecast period, with favourable economic conditions and demographic factors also pushing volume sales. The average unit price increases experienced in tissue and hygiene in 2018 are likely to continue over the forecast period, as raw materials such as pulp are becoming more expensive.

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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 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

Tissue and hygiene records yet another positive year

Average unit prices increase in 2018

Established brands focus on value growth

Internet retailing sees the fastest growth

Modest growth is expected over the forecast period

MARKET INDICATORS

Table 1 Birth Rates 2013-2018
Table 2 Infant Population 2013-2018
Table 3 Female Population by Age 2013-2018
Table 4 Total Population by Age 2013-2018
Table 5 Households 2013-2018
Table 6 Forecast Infant Population 2018-2023
Table 7 Forecast Female Population by Age 2018-2023
Table 8 Forecast Total Population by Age 2018-2023
Table 9 Forecast Households 2018-2023

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources

Away-From-Home Tissue and Hygiene in the Netherlands

HEADLINES

PROSPECTS

The positive Dutch economy spurs volume growth

Average unit prices increase in 2018

The ageing population benefits AFH hygiene

COMPETITIVE LANDSCAPE

Essity Nederland remains the largest player in AFH tissue and hygiene

Providing extra services maintains Essity’s lead

Kimberly-Clark and Attends are also active within AFH tissue and hygiene

CATEGORY DATA

Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2013-2018
Table 20 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 21 Sales of Away-From-Home Paper Towels by Type: % Value 2014-2018
Table 22 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2013-2018
Table 23 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2013-2018
Table 24 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2013-2018
Table 25 Sales of Away-From-Home Wipers by Format through Public: % Value 2013-2018
Table 26 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2013-2018
Table 27 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2018
Table 28 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2018-2023
Table 29 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2018-2023

Nappies/Diapers/Pants in the Netherlands

HEADLINES

PROSPECTS

The birth rate declines slightly, but no decline is seen in volume sales

Value sales grow faster than volume sales

Internet retailing increases from a low base

COMPETITIVE LANDSCAPE

Procter & Gamble Nederland maintains its lead

Unilever Nederland sees the fastest growth

Private label increases the assortment of nappies/diapers/pants

CATEGORY DATA

Table 30 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018
Table 31 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2013-2018
Table 32 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2014-2018
Table 33 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-2018
Table 34 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 35 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023

Retail Adult Incontinence in the Netherlands

HEADLINES

PROSPECTS

Retail adult incontinence benefits from cuts in Rx/reimbursement incontinence

Internet retailing continues to grow

The average unit price rises in retail adult incontinence

COMPETITIVE LANDSCAPE

Essity Nederland maintains its lead

Procter & Gamble Nederland sees the fastest growth

Private label gains value share at the expense of established brands

CATEGORY DATA

Table 36 Sales of Retail Adult Incontinence by Category: Value 2013-2018
Table 37 Sales of Retail Adult Incontinence by Category: % Value Growth 2013-2018
Table 38 NBO Company Shares of Retail Adult Incontinence: % Value 2014-2018
Table 39 LBN Brand Shares of Retail Adult Incontinence: % Value 2015-2018
Table 40 Forecast Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 41 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023

Retail Tissue in the Netherlands

HEADLINES

PROSPECTS

Volume sales benefit from population growth and favourable economic conditions

The extended influenza season of 2017-2018 positively affects retail tissue

Value sales increase in retail tissue in 2018

COMPETITIVE LANDSCAPE

Established brands increase their value shares

Sofidel Benelux sees rapid growth

Private label still manages to grow in value terms, but at a slower rate

CATEGORY DATA

Table 42 Retail Sales of Tissue by Category: Value 2013-2018
Table 43 Retail Sales of Tissue by Category: % Value Growth 2013-2018
Table 44 NBO Company Shares of Retail Tissue: % Value 2014-2018
Table 45 LBN Brand Shares of Retail Tissue: % Value 2015-2018
Table 46 Forecast Retail Sales of Tissue by Category: Value 2018-2023
Table 47 Forecast Retail Sales of Tissue by Category: % Value Growth 2018-2023

Rx/Reimbursement Adult Incontinence in the Netherlands

HEADLINES

PROSPECTS

Stricter regulations regarding reimbursement affect volume sales

Rx/reimbursement value sales decline only slightly

The ageing population will boost sales

CATEGORY DATA

Table 48 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2013-2018
Table 49 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2013-2018
Table 50 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2018-2023
Table 51 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2018-2023

Sanitary Protection in the Netherlands

HEADLINES

PROSPECTS

Menstruation cups become popular at the expense of sanitary protection

Demographics negatively affect volume sales in sanitary protection

The average unit price increases

COMPETITIVE LANDSCAPE

Procter & Gamble Nederland leads sanitary protection, ahead of Essity Nederland

FIP Organic continues to grow from a low base

Private label reinvents itself, adding more value to its products

CATEGORY DATA

Table 52 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 53 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 54 Retail Sales of Tampons by Application Format: % Value 2013-2018
Table 55 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 56 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 57 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 58 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Wipes in the Netherlands

HEADLINES

PROSPECTS

Positive economic conditions and demographics boost volume sales of wipes

Personal wipes benefits from the convenience trend

Maturity in home care wipes and floor cleaning systems limits volume growth

COMPETITIVE LANDSCAPE

Kimberly-Clark overtakes Procter & Gamble Nederland to lead wipes

Eco brands are starting to make inroads in wipes

Private label continues to gain share in wipes

CATEGORY DATA

Table 59 Retail Sales of Wipes by Category: Value 2013-2018
Table 60 Retail Sales of Wipes by Category: % Value Growth 2013-2018
Table 61 NBO Company Shares of Retail Wipes: % Value 2014-2018
Table 62 LBN Brand Shares of Retail Wipes: % Value 2015-2018
Table 63 Forecast Retail Sales of Wipes by Category: Value 2018-2023
Table 64 Forecast Retail Sales of Wipes by Category: % Value Growth 2018-2023

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Megatrends

Country Report

Tissue and Hygiene in the Netherlands

New Report Guarantee

Executive Summary

New Report Guarantee

Tissue and hygiene records yet another positive year

Average unit prices increase in 2018

Established brands focus on value growth

Internet retailing sees the fastest growth

Modest growth is expected 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 the Netherlands

EXECUTIVE SUMMARY

Tissue and hygiene records yet another positive year

Average unit prices increase in 2018

Established brands focus on value growth

Internet retailing sees the fastest growth

Modest growth is expected over the forecast period

MARKET INDICATORS

MARKET DATA

DEFINITIONS

SOURCES

Away-From-Home Tissue and Hygiene in the Netherlands

HEADLINES

PROSPECTS

The positive Dutch economy spurs volume growth

Average unit prices increase in 2018

The ageing population benefits AFH hygiene

COMPETITIVE LANDSCAPE

Essity Nederland remains the largest player in AFH tissue and hygiene

Providing extra services maintains Essity’s lead

Kimberly-Clark and Attends are also active within AFH tissue and hygiene

CATEGORY DATA

Nappies/Diapers/Pants in the Netherlands

HEADLINES

PROSPECTS

The birth rate declines slightly, but no decline is seen in volume sales

Value sales grow faster than volume sales

Internet retailing increases from a low base

COMPETITIVE LANDSCAPE

Procter & Gamble Nederland maintains its lead

Unilever Nederland sees the fastest growth

Private label increases the assortment of nappies/diapers/pants

CATEGORY DATA

Retail Adult Incontinence in the Netherlands

HEADLINES

PROSPECTS

Retail adult incontinence benefits from cuts in Rx/reimbursement incontinence

Internet retailing continues to grow

The average unit price rises in retail adult incontinence

COMPETITIVE LANDSCAPE

Essity Nederland maintains its lead

Procter & Gamble Nederland sees the fastest growth

Private label gains value share at the expense of established brands

CATEGORY DATA

Retail Tissue in the Netherlands

HEADLINES

PROSPECTS

Volume sales benefit from population growth and favourable economic conditions

The extended influenza season of 2017-2018 positively affects retail tissue

Value sales increase in retail tissue in 2018

COMPETITIVE LANDSCAPE

Established brands increase their value shares

Sofidel Benelux sees rapid growth

Private label still manages to grow in value terms, but at a slower rate

CATEGORY DATA

Rx/Reimbursement Adult Incontinence in the Netherlands

HEADLINES

PROSPECTS

Stricter regulations regarding reimbursement affect volume sales

Rx/reimbursement value sales decline only slightly

The ageing population will boost sales

CATEGORY DATA

Sanitary Protection in the Netherlands