Tissue and Hygiene in Germany
Description
Sales of tissue and hygiene in Germany demonstrated steady value growth in 2025, with retail sales increasing 3% from 2024. Sales are supported by a resilient demand for essential tissue and hygiene products, with a projected CAGR of 3% through 2030, underpinned by the expanding influence of private label, value-focussed innovations, and ongoing investment in wellness and sustainability features. Bulk and value-pack innovations and sustainability have moved to the forefront as trends influencing...
Euromonitor International's Tissue and Hygiene in Germany report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2021-2025, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they new product developments, distribution or pricing issues. Forecasts to 2030 illustrate how the market is set to change.
Product coverage: Away-from-Home Tissue and Hygiene, Retail Tissue and Hygiene, Rx/Reimbursement adult incontinence, Total Tissue and Hygiene.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
* Get a detailed picture of the Tissue and Hygiene market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.
Euromonitor International's Tissue and Hygiene in Germany report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2021-2025, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they new product developments, distribution or pricing issues. Forecasts to 2030 illustrate how the market is set to change.
Product coverage: Away-from-Home Tissue and Hygiene, Retail Tissue and Hygiene, Rx/Reimbursement adult incontinence, Total Tissue and Hygiene.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
* Get a detailed picture of the Tissue and Hygiene market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.
Table of Contents
126 Pages
- Tissue and Hygiene in Germany
- Euromonitor International
- April 2026
- List Of Contents And Tables
- TISSUE AND HYGIENE IN GERMANY
- Executive Summary
- Affordability Fuelled Growth Amid Cautious Spending Habits
- Key Data Insights
- Key Industry Trends
- CHART 1 Key Industry Trends for Tissue and Hygiene
- Industry Performance
- CHART 2 Rossmann's XXL Toilet Paper
- Premium and Wellness Innovation Boosts Growth in Wipes and Wellness Formats
- CHART 3 Lillydoo's Wellness Wipes
- Tena’S Sustainability Initiatives Strengthen Consumer Trust and Loyalty
- CHART 4 Value Sales 2020-2030
- CHART 5 Value Sales by Category 2025
- What's Next?
- Affordability and Value-For-Money to Continue to Take Priority
- Eco-Efficient Innovation and Sustainability to Be a Competitive Advantage
- Smart Hygiene Solutions and Digitalisation to Reshape Product Strategies
- CHART 6 Analyst Insight for Tissue and Hygiene
- CHART 7 Forecast Value Sales 2020-2030
- CHART 8 Forecast Value Sales by Category 2025-2030
- Competitive Landscape
- Aldi Group and Procter & Gamble Reinforce Leadership as Private Label Gains Ground
- CHART 9 Company Shares 2025
- CHART 10 Brand Shares 2025
- Channels
- Discounters Extend Lead as Consumers Favour Lower Prices
- CHART 11 Retail Channels 2020-2025
- Economic Context
- CHART 12 Economic Context for Tissue and Hygiene
- CHART 13 Real GDP Growth 2020-2030
- CHART 14 Inflation 2020-2030
- Consumer Context
- CHART 15 Consumer Context for Tissue and Hygiene
- CHART 16 Population 2020-2030
- CHART 17 Consumer Expenditure 2020-2030
- CHART 18 Population by Generation 2025
- Country Reports Disclaimer
- MENSTRUAL CARE IN GERMANY
- Key Data Insights
- 2025 Developments
- Affordability Continues to Drive Product Development and Purchasing Decisions
- Key Industry Trends
- CHART 19 Key Industry Trends for Menstrual Care
- Industry Performance
- CHART 20 Rossmann Panty Liners
- Organic and Leak-Proof Designs Drive Premiumisation Growth
- CHART 21 O.B. Launches Tampons with Extra Leak Protection
- The Female Company Expands Access with Digital Subscriptions Services
- CHART 22 Value Sales 2020-2030
- CHART 23 Volume Sales 2020-2030
- CHART 24 Value Sales by Category 2025
- What's Next?
- Brands Drive Eco-Friendly Innovation as Consumers Shift to Reusables
- Smart Hygiene Technology and Digital Engagement Reshape Consumer Experience
- CHART 25 Analyst Insight for Menstrual Care
- Sustainability and Long-Term Value to Drive Reusable Menstrual Care Options
- CHART 26 Forecast Value Sales 2020-2030
- CHART 27 Forecast Value Sales by Category 2025-2030
- Competitive Landscape
- Johnson & Johnson Expands Eco-Offering to Reinforce Leadership
- CHART 28 Company Shares 2025
- CHART 29 Brand Shares 2025
- Channels
- Health and Beauty Specialists Expand Share as Private Label Gains Traction
- CHART 30 Retail Channels 2020-2025
- Economic Context
- CHART 31 Economic Context for Menstrual Care
- CHART 32 Real GDP Growth 2020-2030
- CHART 33 Inflation 2020-2030
- Consumer Context
- CHART 34 Consumer Context for Menstrual Care
- CHART 35 Population 2020-2030
- CHART 36 Consumer Expenditure 2020-2030
- CHART 37 Population by Generation 2025
- Country Reports Disclaimer
- NAPPIES/DIAPERS/PANTS IN GERMANY
- Key Data Insights
- 2025 Developments
- Value-Focussed Shopping Increases as Families Seek Cost Savings
- Key Industry Trends
- CHART 38 Key Industry Trends for Nappies/Diapers/Pants
- Industry Performance
- CHART 39 Rossmann Monthly Value Packs
- Premiumisation Aids Sales through Enhanced Features
- CHART 40 HiPP Premium Newborn Diapers
- Sustainability and Ethical Sourcing Integral to Premiumisation
- CHART 41 Value Sales 2020-2030
- CHART 42 Volume Sales 2020-2030
- CHART 43 Value Sales by Category 2025
- What's Next?
- Falling Birth Rates to Heighten Need for Premium and Sustainable Innovation
- Plant-Based Materials and Digital Channels Reshape Brand Loyalty
- Collaboration with Healthcare Professional Key for Manufacturer Development
- CHART 44 Analyst Insight for Nappies/Diapers/Pants
- CHART 45 Forecast Value Sales 2020-2030
- CHART 46 Forecast Value Sales by Category 2025-2030
- Competitive Landscape
- Procter & Gamble Outpaces Rivals as Private Label Gains Traction
- CHART 47 Company Shares 2025
- CHART 48 Brand Shares 2025
- Channels
- Health and Beauty Specialists Capture Loyalty with Exclusive Ranges
- Retail E-Commerce Rebounds as Families Embrace Flexible Delivery
- CHART 49 Retail Channels 2020-2025
- Economic Context
- CHART 50 Economic Context for Nappies/Diapers/Pants
- CHART 51 Real GDP Growth 2020-2030
- CHART 52 Inflation 2020-2030
- Consumer Context
- CHART 53 Consumer Context for Nappies/Diapers/Pants
- CHART 54 Population 2020-2030
- CHART 55 Consumer Expenditure 2020-2030
- CHART 56 Population by Generation 2025
- Country Reports Disclaimer
- RETAIL ADULT INCONTINENCE IN GERMANY
- Key Data Insights
- 2025 Developments
- Advanced Features and Innovation Drive Premiumisation
- Key Industry Trends
- CHART 57 Key Industry Trends for Retail Adult Incontinence
- Industry Performance
- Growing E-Commerce Fuels Subscription Growth and Direct-To-Consumer Options
- Sustainability Initiatives Ramp up as Consumers Become More Eco-Conscious
- CHART 58 Value Sales 2020-2030
- CHART 59 Volume Sales 2020-2030
- CHART 60 Value Sales by Category 2025
- What's Next?
- Collaboration on Smart Technology and Premium Features to Provide Clinical Benefits
- CHART 61 Analyst Insight for Retail Adult Incontinence
- Personalised Solutions and Continued Innovation in Sustainability to Aid Growth
- CHART 62 Forecast Value Sales 2020-2030
- CHART 63 Forecast Value Sales by Category 2025-2030
- Competitive Landscape
- Essity Ab Strengthens Dominance as Private Label Remains Resilient
- CHART 64 Company Shares 2025
- CHART 65 Brand Shares 2025
- Channels
- Health and Beauty Specialists Drive Private Label Growth and Innovation
- CHART 66 Retail Channels 2020-2025
- Economic Context
- CHART 67 Economic Context for Retail Adult Incontinence
- CHART 68 Real GDP Growth 2020-2030
- CHART 69 Inflation 2020-2030
- Consumer Context
- CHART 70 Consumer Context for Retail Adult Incontinence
- CHART 71 Population 2020-2030
- CHART 72 Consumer Expenditure 2020-2030
- CHART 73 Population by Generation 2025
- Country Reports Disclaimer
- RX/REIMBURSEMENT ADULT INCONTINENCE IN GERMANY
- Key Data Insights
- 2025 Developments
- Healthcare Providers and Insurers Prioritise Affordable, Accessible Solutions for Patients
- Key Industry Trends
- CHART 74 Key Industry Trends for Rx/Reimbursement Adult Incontinence
- Industry Performance
- Manufacturers Respond to Eco-Friendly Procurement as Sustainability Expectations Grow
- CHART 75 Value Sales 2020-2030
- CHART 76 Volume Sales 2020-2030
- What's Next?
- Digital Health Providers to Accelerate Shift Towards Personalisation and Real-Time Support
- Smart Technology and Digitalisation Innovation to Aid Future Patient Care
- CHART 77 Forecast Value Sales 2020-2030
- Economic Context
- CHART 78 Economic Context for Rx/Reimbursement Adult Incontinence
- CHART 79 Real GDP Growth 2020-2030
- CHART 80 Inflation 2020-2030
- Consumer Context
- CHART 81 Consumer Context for Rx/Reimbursement Adult Incontinence
- CHART 82 Population 2020-2030
- CHART 83 Consumer Expenditure 2020-2030
- CHART 84 Population by Generation 2025
- Country Reports Disclaimer
- WIPES IN GERMANY
- Key Data Insights
- 2025 Developments
- Affordability and Convenience Drive Consumer Loyalty in Baby Wipes
- Key Industry Trends
- CHART 85 Key Industry Trends for Wipes
- Industry Performance
- Sustainability Trends Drive Innovation in Wipes
- CHART 86 Tempo Launches Moist Toilet Paper with Flax
- Wellness-Focus and Quality Ingredients Drive Premiumisation
- CHART 87 Lillydoo Prebiotic Wipes
- CHART 88 Value Sales 2020-2030
- CHART 89 Value Sales by Category 2025
- What's Next?
- Private Label Gains Traction as Consumers Continue to Prioritise Affordability and Quality
- Multifunctional Formats and Skin Health Claims to Fuel Growth
- Eco-Focussed Innovation to Accelerate as Regulations Drive Sustainability
- CHART 90 Analyst Insight for Wipes
- CHART 91 Forecast Value Sales 2020-2030
- CHART 92 Forecast Value Sales by Category 2025-2030
- Competitive Landscape
- Procter & Gamble Germany Gmbh & Co Operations Ohg Defends Leadership with Swiffer and Pampers
- CHART 93 Company Shares 2025
- CHART 94 Brand Shares 2025
- Channels
- Health and Beauty Specialists Capture Shoppers Seeking Variety and Private Label
- CHART 95 Retail Channels 2020-2025
- Economic Context
- CHART 96 Economic Context for Wipes
- CHART 97 Real GDP Growth 2020-2030
- CHART 98 Inflation 2020-2030
- Consumer Context
- CHART 99 Consumer Context for Wipes
- CHART 100 Population 2020-2030
- CHART 101 Consumer Expenditure 2020-2030
- CHART 102 Population by Generation 2025
- Country Reports Disclaimer
- RETAIL TISSUE IN GERMANY
- Key Data Insights
- 2025 Developments
- Value-Focussed Offerings Expand as Affordability Drives Growth
- Key Industry Trends
- CHART 103 Key Industry Trends for Retail Tissue
- Industry Performance
- CHART 104 Rossmann's Alouette Launches Xxl Toilet Paper Pack
- Retail Tissue Adapts to Consumer-Led Sustainability Demands
- CHART 105 Zewa Wisch&Weg Leicht Paper Towels
- CHART 106 Value Sales 2020-2030
- CHART 107 Volume Sales 2020-2030
- CHART 108 Value Sales by Category 2025
- What's Next?
- Sustainability-Led Innovation to Continue Driving Growth
- Wellness to Fuel Next Wave of Retail Tissue Growth
- Digitalisation and Smart Technology to Play a Role in Retail Tissue Innovation
- CHART 109 Forecast Value Sales 2020-2030
- CHART 110 Forecast Value Sales by Category 2025-2030
- Competitive Landscape
- Aldi and Lidl Sustain Leading Places as Private Label Remains Popular
- CHART 111 Company Shares 2025
- CHART 112 Brand Shares 2025
- Channels
- Grocery Retailers and Discounters Capture Value-Driven Shoppers
- CHART 113 Retail Channels 2020-2025
- Economic Context
- CHART 114 Economic Context for Retail Tissue
- CHART 115 Real GDP Growth 2020-2030
- CHART 116 Inflation 2020-2030
- Consumer Context
- CHART 117 Consumer Context for Retail Tissue
- CHART 118 Population 2020-2030
- CHART 119 Consumer Expenditure 2020-2030
- CHART 120 Population by Generation 2025
- Country Reports Disclaimer
- AWAY-FROM-HOME TISSUE AND HYGIENE IN GERMANY
- Key Data Insights
- 2025 Developments
- Growth Secured with Efficiency-Driven Hygiene Solutions
- Key Industry Trends
- CHART 121 Key Industry Trends for Away-From-Home Tissue and Hygiene
- Industry Performance
- Essity Leverages Dispenser Innovation to Streamline Facility Management
- CHART 122 Essity Hand Towel Dispenser
- Sustainability Becomes Increasingly Important for Organisational Growth
- CHART 123 Essity Receives an Ecovadis Platinum Sustainability Rating
- CHART 124 Value Sales 2020-2030
- CHART 125 Value Sales by Category 2025
- What's Next?
- Regulatory Changes Drive Hygiene Innovation
- Facility Managers Adopt Smart Solutions to Meet Sustainability Goals
- Business and Industry Channels Will Remain the Primary Users of Away-From-Home Tissue
- CHART 126 Analyst Insight for Away-From-Home Tissue and Hygiene
- CHART 127 Forecast Value Sales 2020-2030
- CHART 128 Forecast Value Sales by Category 2025-2030
- Channels
- Business and Industry Drives Growth as Work Patterns Evolve
- CHART 129 Retail Channels 2020-2025
- Economic Context
- CHART 130 Economic Context for Away-From-Home Tissue and Hygiene
- CHART 131 Real GDP Growth 2020-2030
- CHART 132 Inflation 2020-2030
- Consumer Context
- CHART 133 Consumer Context for Away-From-Home Tissue and Hygiene
- CHART 134 Population 2020-2030
- CHART 135 Consumer Expenditure 2020-2030
- CHART 136 Population by Generation 2025
- Country Reports Disclaimer
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