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Tissue and Hygiene in Germany

Published Apr 15, 2026
Length 126 Pages
SKU # EP21132459

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.

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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