Tissue and Hygiene in the Netherlands

August 2022
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Overview:

Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Netherlands with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Away-From-Home Tissue and Hygiene
  • Retail Adult Incontinence
  • Nappies/Diapers/Pants
  • Sanitary Protection
  • Wipes
  • Retail Tissue
  • RX/Reimbursement Adult Incontinence

If you're in the Tissue and Hygiene industry in Netherlands, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Tissue and Hygiene in Netherlands report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Tissue and Hygiene in Netherlands?
  • Which are the leading brands in Tissue and Hygiene in Netherlands?
  • How are products distributed in Tissue and Hygiene in Netherlands?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
  • How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Tissue and Hygiene products?
  • Where is future growth expected to be most dynamic?
  • How important will sustainability and recycling be in generating future growth?

Tissue and Hygiene in the Netherlands

EXECUTIVE SUMMARY

Tissue and hygiene sees growth in 2021 amidst less strict lockdowns
Inflation pushes up unit prices in tissue and hygiene in 2021
Manufacturers rethink environmentally-friendly and natural products
E-commerce continues to grow, whilst local shopping becomes more the norm
Tissue and hygiene to remain resilient in the post-pandemic environment
Chart 1 Retail Tissue and Hygiene Value Sales Growth Scenarios: 2019-2026 Chart 2 Retail Tissue and Hygiene Impact of Drivers on Value Sales: 2019-2026

MARKET INDICATORS

Table 1 Birth Rates 2016-2021 Table 2 Infant Population 2016-2021 Table 3 Female Population by Age 2016-2021 Table 4 Total Population by Age 2016-2021 Table 5 Households 2016-2021 Table 6 Forecast Infant Population 2021-2026 Table 7 Forecast Female Population by Age 2021-2026 Table 8 Forecast Total Population by Age 2021-2026 Table 9 Forecast Households 2021-2026

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2016-2021 Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2016-2021 Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2017-2021 Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2018-2021 Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2016-2021 Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2016-2021 Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2021 Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2021-2026 Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2021-2026

DISCLAIMER

SOURCES

Summary 1 Research Sources

Away-From-Home Tissue and Hygiene in the Netherlands

KEY DATA FINDINGS

2021 DEVELOPMENTS

AFH tissue and hygiene bounces back in 2021 thanks to lifting of most restrictions
AFH tablecloths suffers decline due to fewer meals out for Dutch consumers
Sales of AFH hygiene products rise as a result of the pandemic

PROSPECTS AND OPPORTUNITIES

AFH tissue and hygiene likely to be influenced by the sustainability trend
The pandemic is expected to continue to drive sales in AFH tissue and hygiene
Cultural change to online food ordering and home-cooked meals to hinder growth

CATEGORY DATA

Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2016-2021 Table 20 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2016-2021 Table 21 Sales of Away-From-Home Paper Towels by Type: % Value 2016-2021 Table 22 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2016-2021 Table 23 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2021 Table 24 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2021-2026 Table 25 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2021-2026

Retail Adult Incontinence in the Netherlands

KEY DATA FINDINGS

2021 DEVELOPMENTS

Healthy growth continues in retail adult incontinence in 2021
Online sales continue to rise, offering opportunities for small players
Leading players attract consumers to their premium products with promotions

PROSPECTS AND OPPORTUNITIES

Demographics and restrictions on reimbursed products to favour growth in retail
Unit price increases and switch to premium-priced products set to boost growth
Lack of innovation in retail adult incontinence will result in more small eco brands

CATEGORY DATA

Table 26 Sales of Retail Adult Incontinence by Category: Value 2016-2021 Table 27 Sales of Retail Adult Incontinence by Category: % Value Growth 2016-2021 Table 28 NBO Company Shares of Retail Adult Incontinence: % Value 2017-2021 Table 29 LBN Brand Shares of Retail Adult Incontinence: % Value 2018-2021 Table 30 Forecast Sales of Retail Adult Incontinence by Category: Value 2021-2026 Table 31 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2021-2026

Nappies/Diapers/Pants in the Netherlands

KEY DATA FINDINGS

2021 DEVELOPMENTS

Nappies/diapers/pants records slight growth in 2021, impacted by COVID-19
Online subscription based-services focus on the natural trend and specialised products
Procter & Gamble leads innovation in nappies/diapers/pants

PROSPECTS AND OPPORTUNITIES

Declining birth rate likely to hinder volume growth, but high prices expected to maintain value growth
New alternative products anticipated to hamper volume sales
Natural and environmentally-friendly products expected to grow over the coming years

CATEGORY DATA

Table 32 Retail Sales of Nappies/Diapers/Pants by Category: Value 2016-2021 Table 33 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2016-2021 Table 34 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2017-2021 Table 35 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2018-2021 Table 36 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2021-2026 Table 37 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2021-2026

Sanitary Protection in the Netherlands

KEY DATA FINDINGS

2021 DEVELOPMENTS

Value growth driven by higher prices and switch to 100% cotton products
Demographics continue to limit volume growth in sanitary protection
Leading brands continue to dominate sanitary protection in 2021

PROSPECTS AND OPPORTUNITIES

Value growth in sanitary protection set to increase amidst a decline in volume sales
Alternatives a threat to volume growth of sanitary protection
Private label set to make gains, whilst online subscription likely to face more competition

CATEGORY DATA

Table 38 Retail Sales of Sanitary Protection by Category: Value 2016-2021 Table 39 Retail Sales of Sanitary Protection by Category: % Value Growth 2016-2021 Table 40 Retail Sales of Tampons by Application Format: % Value 2016-2021 Table 41 NBO Company Shares of Retail Sanitary Protection: % Value 2017-2021 Table 42 LBN Brand Shares of Retail Sanitary Protection: % Value 2018-2021 Table 43 Forecast Retail Sales of Sanitary Protection by Category: Value 2021-2026 Table 44 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2021-2026

Wipes in the Netherlands

KEY DATA FINDINGS

2021 DEVELOPMENTS

Consumers’ need to maintain hygiene spurs growth in wipes
Sustainability and the natural trend become increasingly important in wipes
Kimberly-Clark and Procter & Gamble lead wipes

PROSPECTS AND OPPORTUNITIES

Wipes likely to benefit from the ongoing COVID-19 pandemic
Availability of natural and sustainable wipes likely to increase
Established brands and private label to compete fiercely with small eco brands

CATEGORY DATA

Table 45 Retail Sales of Wipes by Category: Value 2016-2021 Table 46 Retail Sales of Wipes by Category: % Value Growth 2016-2021 Table 47 NBO Company Shares of Retail Wipes: % Value 2017-2021 Table 48 LBN Brand Shares of Retail Wipes: % Value 2018-2021 Table 49 Forecast Retail Sales of Wipes by Category: Value 2021-2026 Table 50 Forecast Retail Sales of Wipes by Category: % Value Growth 2021-2026

Retail Tissue in the Netherlands

KEY DATA FINDINGS

2021 DEVELOPMENTS

Retail tissue returns to more normal growth in 2021, after a spike in 2020
E-commerce continues to grow, with subscription-based services still dynamic
Kimberly-Clark retains its lead in retail tissue with its brands Page and Kleenex

PROSPECTS AND OPPORTUNITIES

After-effects of COVID-19 expected to influence sales in retail tissue
Innovation in raw materials used for retail tissue likely to push up unit prices
Subscription-based players expected to remain resolute in attracting new customers

CATEGORY DATA

Table 51 Retail Sales of Tissue by Category: Value 2016-2021 Table 52 Retail Sales of Tissue by Category: % Value Growth 2016-2021 Table 53 NBO Company Shares of Retail Tissue: % Value 2017-2021 Table 54 LBN Brand Shares of Retail Tissue: % Value 2018-2021 Table 55 Forecast Retail Sales of Tissue by Category: Value 2021-2026 Table 56 Forecast Retail Sales of Tissue by Category: % Value Growth 2021-2026

Rx/Reimbursement Adult Incontinence in the Netherlands

KEY DATA FINDINGS

2021 DEVELOPMENTS

Tightened regulations hinder volume growth in Rx/reimbursement adult incontinence
Better healthcare means improved products in Rx/reimbursement adult incontinence
Manufacturers push away from pads towards incontinence pants

PROSPECTS AND OPPORTUNITIES

Decline in users of Rx/reimbursement adult incontinence set to continue
Opportunities to offer value-added products that lighten carers’ work set to grow
Manufacturers set to focus on value addition to improve growth prospects

CATEGORY DATA

Table 57 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2016-2021 Table 58 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2016-2021 Table 59 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2021-2026 Table 60 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2021-2026
The following categories and subcategories are included:

Tissue and Hygiene

      • AFH Adult Incontinence
      • AFH Boxed Facial Tissues
        • AFH Napkins
        • AFH Tablecloths
      • AFH Paper Towels
      • AFH Toilet Paper
          • AFH Wipers through Business/Industry
          • AFH Wipers through Horeca
          • AFH Wipers through Hospitals/Healthcare
          • AFH Wipers through Public
        • Light Adult Incontinence
        • Moderate/Heavy Adult Incontinence
        • Disposable Pants
          • Junior Nappies/Diapers
          • New Born Nappies/Diapers
          • Standard Nappies/Diapers
        • Pantyliners
        • Tampons
            • Standard Towels with Wings
            • Standard Towels without Wings
            • Slim/Thin/Ultra-Thin Towels with Wings
            • Slim/Thin/Ultra-Thin Towels without Wings
        • Sanitary Protection Including Intimate Wipes
            • Starter Kits/Sweepers/Sticks (Dry Electro-Static)
            • Wipes and Refills (Dry Electro-Static)
              • Cleaning Solution
              • Refill Wipes/Pads
            • Starter Kits/Trigger Device
            • All Purpose Cleaning Wipes
            • Furniture Polish Wipes
            • Toilet Care Wipes
            • Window/Glass Wipes
            • Other Impregnated Wipes
          • Starter Kits/Sweepers/Sticks (Excluding Wipes)
          • Wipes (Excluding Starter Kits/Sweepers/Sticks)
          • General Purpose Wipes
          • Intimate Wipes
          • Baby Wipes
            • Facial Cleansing Wipes
            • Deodorant Wipes
          • Moist Toilet Wipes
      • Paper Towels
        • Napkins
        • Tablecloths
        • Boxed Facial Tissues
        • Pocket Handkerchiefs
      • Toilet Paper
  • Rx/Reimbursement adult incontinence
        • Disposable Pants
          • Junior Nappies/Diapers
          • New Born Nappies/Diapers
          • Standard Nappies/Diapers
        • Pantyliners
        • Tampons
            • Standard Towels With Wings
            • Standard Towels Without Wings
            • Slim/Thin/Ultra-Thin Towels With Wings
            • Slim/Thin/Ultra-Thin Towels Without Wings
        • Sanitary Protection Including Intimate Wipes
            • Starter Kits/Sweepers/Sticks (Dry Electro-Static)
            • Wipes and Refills (Dry Electro-Static)
              • Cleaning Solution
              • Refill Wipes/Pads
            • Starter Kits/Trigger Device
            • All Purpose Cleaning Wipes
            • Furniture Polish Wipes
            • Toilet Care Wipes
            • Window/Glass Wipes
            • Other Impregnated Wipes
          • General Purpose Wipes
          • Intimate Wipes
          • Baby Wipes
            • Facial Cleansing Wipes
            • Deodorant Wipes
          • Moist Toilet Wipes
          • AFH Napkins
          • Retail Napkins
          • AFH Tablecloths
          • Retail Tablecloths
          • AFH Boxed Facial Tissues
          • Retail Boxed Facial Tissues
        • Pocket Handkerchiefs
        • AFH Paper Towels
        • Retail Paper Towels
        • AFH Toilet Paper
        • Retail Toilet Paper
      • AFH Wipers

Tissue and Hygiene

This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.

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This report originates from Passport, our Tissue and Hygiene research and analysis database.

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