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Country Report

Tissue and Hygiene in

Tissue and Hygiene in the Netherlands

Jun 2020

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Executive Summary

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COVID-19 impact on tissue and hygiene

The general impact of COVID-19 on tissue and hygiene in the Netherlands in 2020 has been a small increase in sales, especially on the retail tissue side. This is because tissue products are viewed as a basic necessity, especially in the home.

COVID-19 country impact

As of 10 May 2020, the Netherlands had seen around 5,500 deaths due to COVID-19 and 42,800 cases. Large gatherings were banned from 12 March.

Steady growth in the face of decreasing consumers and environmental concerns

Tissue and hygiene in the Netherlands maintained steady volume and value growth in 2019, with increasing consciousness among the population regarding personal health and hygiene. Sanitary protection and nappies/diapers/pants continued to face challenges in 2019 due to shrinkage in their respective target consumer bases.

Demand for organic, natural and sustainable products increases

Among the major drivers of tissue and hygiene in the Netherlands in 2019 was consumers’ shift towards organic, natural and sustainable products. Growing awareness of the harmful effects of plastic pollution has led to the increasing popularity of organic and natural tampons, mainly among the growing population of working women with higher disposable incomes.

Positive growth for retail tissue and hygiene but the away-from-home side set to struggle

Overall growth for tissue and hygiene in the Netherlands in the forecast period will be at value and volume rates that are slightly higher than in the review period, with COVID-19 an important factor in this. Many areas of retail tissue and hygiene will continue to benefit from the lasting effects of stockpiling and their use in consumers’ homes during lockdown.

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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

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Steady growth in the face of decreasing consumers and environmental concerns

Demand for organic, natural and sustainable products increases

Positive growth for retail tissue and hygiene but the away-from-home side set to struggle

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 the Netherlands

HEADLINES

PRE-COVID-19 PERFORMANCE

Product advancements and sustainability drive sanitary protection

Organic and natural tampons gain greater popularity

Organic trend brings fastest growth for the Yoni brand

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 the Netherlands

HEADLINES

PRE-COVID-19 PERFORMANCE

Increased employment and later potty training fuel volume sales despite a lower birth rate

Manufacturers focus on bio-based nappies/diapers and recycling technology

Innovation keeps Pampers at the top

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 the Netherlands

HEADLINES

PRE-COVID-19 PERFORMANCE

Growth fuelled by new product developments aimed towards a wider audience

Prices rise due to materials cost increases, product improvements and higher taxes

New products focus on comfort and discretion

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 the Netherlands

HEADLINES

PRE-COVID-19 PERFORMANCE

Rules on eligibility for reimbursement are tightened

Volume sales decline due to stricter reimbursement regulations

Brands support health providers

2020 AND BEYOND

COVID-19 impact

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 the Netherlands

HEADLINES

PRE-COVID-19 PERFORMANCE

Eco brands maintain the popularity of household care wipes

Consumers demand wipes that are sustainable and have antibacterial qualities

Personal wipes sees positive growth through new product launches

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 the Netherlands

HEADLINES

PRE-COVID-19 PERFORMANCE

Consumers demand high-quality toilet paper

Sustainability concerns see launches of new recycled and bamboo retail tissue products

Established brands continue to launch new products

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 the Netherlands

HEADLINES

PRE-COVID-19 PERFORMANCE

Away-from-home tissue and hygiene maintains steady growth

Use of AFH paper tableware increases

Brands launch new products to meet demand for sustainability

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 2019
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 the Netherlands

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Steady growth in the face of decreasing consumers and environmental concerns

Demand for organic, natural and sustainable products increases

Positive growth for retail tissue and hygiene but the away-from-home side set to struggle

Samples

Overview

Why buy this report?

Samples: FAQs about samples

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Table of Contents

Tissue and Hygiene in the Netherlands

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Steady growth in the face of decreasing consumers and environmental concerns

Demand for organic, natural and sustainable products increases

Positive growth for retail tissue and hygiene but the away-from-home side set to struggle

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Sanitary Protection in the Netherlands

HEADLINES

PRE-COVID-19 PERFORMANCE

Product advancements and sustainability drive sanitary protection

Organic and natural tampons gain greater popularity

Organic trend brings fastest growth for the Yoni brand

2020 AND BEYOND

COVID-19 impact

Affected products within sanitary protection

Recovery and opportunities

CATEGORY DATA

Nappies/Diapers/Pants in the Netherlands

HEADLINES

PRE-COVID-19 PERFORMANCE

Increased employment and later potty training fuel volume sales despite a lower birth rate

Manufacturers focus on bio-based nappies/diapers and recycling technology

Innovation keeps Pampers at the top

2020 AND BEYOND

COVID-19 impact

Affected products within nappies/diapers/pants

Recovery and opportunities

CATEGORY DATA

Retail Adult Incontinence in the Netherlands

HEADLINES

PRE-COVID-19 PERFORMANCE

Growth fuelled by new product developments aimed towards a wider audience

Prices rise due to materials cost increases, product improvements and higher taxes

New products focus on comfort and discretion

2020 AND BEYOND

COVID-19 impact

Affected products within retail adult incontinence

Recovery and opportunities

CATEGORY DATA

Rx/Reimbursement Adult Incontinence in the Netherlands

HEADLINES

PRE-COVID-19 PERFORMANCE

Rules on eligibility for reimbursement are tightened

Volume sales decline due to stricter reimbursement regulations

Brands support health providers

2020 AND BEYOND

COVID-19 impact

Recovery and opportunities

CATEGORY DATA

Wipes in the Netherlands

HEADLINES

PRE-COVID-19 PERFORMANCE

Eco brands maintain the popularity of household care wipes

Consumers demand wipes that are sustainable and have antibacterial qualities

Personal wipes sees positive growth through new product launches

2020 AND BEYOND