Tissue and Hygiene in Germany

Best Price Guarantee	Length	Publisher	Published Date	SKU
from $2,925	53 Pages	Euromonitor International	March, 2025	EP19813324

Best Price Guarantee
Price	from $2,925
Length	53 Pages
Publisher	Euromonitor International
Published Date	March, 2025
SKU	EP19813324

Value sales of tissue and hygiene in Germany continued to rise in 2024, albeit more slowly compared to the previous two years. The continued growth was mainly driven by rising production and raw materials costs. Despite a lower inflation rate, consumer prices in Germany continued to increase in 2024. Energy costs also showed signs of easing, although food prices continued to rise despite a marginal slowdown. By the end of 2023, consumer confidence remained conservative, encouraging a further shi...

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 2020-2024, 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 2029 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.

Tissue and Hygiene in Germany
Euromonitor International
March 2025
List Of Contents And Tables
TISSUE AND HYGIENE IN GERMANY
EXECUTIVE SUMMARY
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
MARKET INDICATORS: Table 1 Birth Rates 2019-2024; Table 2 Infant Population 2019-2024; Table 3 Female Population by Age 2019-2024; Table 4 Total Population by Age 2019-2024; Table 5 Households 2019-2024; Table 6 Forecast Infant Population 2024-2029; Table 7 Forecast Female Population by Age 2024-2029; Table 8 Forecast Total Population by Age 2024-2029; Table 9 Forecast Households 2024-2029
MARKET DATA: Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2019-2024; Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024; Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2020-2024; Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2021-2024; Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2019-2024; Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2019-2024; Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2024; Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2024-2029; Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2024-2029
DISCLAIMER
SOURCES: Summary 1 Research Sources
MENSTRUAL CARE IN GERMANY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Use of alternative methods places pressure on menstrual care in Germany
Johnson & Johnson strengthens leadership with established brands and marketing campaigns
Retail e-commerce regains momentum post-pandemic
PROSPECTS AND OPPORTUNITIES
Slim/thin/ultra-thin towels with wings to buck declining trend
Integration of AI to drive further development of retail e-commerce
Environmental concerns will continue to push innovation within menstrual care
CATEGORY DATA: Table 19 Retail Sales of Menstrual Care by Category: Value 2019-2024; Table 20 Retail Sales of Menstrual Care by Category: % Value Growth 2019-2024; Table 21 Retail Sales of Tampons by Application Format: % Value 2019-2024; Table 22 NBO Company Shares of Retail Menstrual Care: % Value 2020-2024; Table 23 LBN Brand Shares of Retail Menstrual Care: % Value 2021-2024; Table 24 Forecast Retail Sales of Menstrual Care by Category: Value 2024-2029; Table 25 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2024-2029
NAPPIES/DIAPERS/PANTS IN GERMANY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Declining birth rate starts to impact performance of nappies/diapers/pants
Procter & Gamble strengthens leadership but private label makes gains in unstable economy
Health and beauty specialists benefits from development of private label lines
PROSPECTS AND OPPORTUNITIES
Falling sales but search for higher quality will help retain some category value
The further rise of retail e-commerce
Players to explore more eco-friendly products and packaging
CATEGORY DATA: Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024; Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024; Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2020-2024; Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2021-2024; Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2024-2029; Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2024-2029
RETAIL ADULT INCONTINENCE IN GERMANY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Ageing population and rising awareness support positive performance by retail adult incontinence
Essity retains dominance with established presence of Tena
Many local consumers prefer physical stores for their adult incontinence needs
PROSPECTS AND OPPORTUNITIES
Despite marginal decline, overall demand will remain high as consumers look to live independently for as long as possible
Players to address sustainability issues relating to disposable items
Increasing digitalisation in everyday lives
CATEGORY DATA: Table 32 Sales of Retail Adult Incontinence by Category: Value 2019-2024; Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024; Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2020-2024; Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2021-2024; Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2024-2029; Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2024-2029
RX/REIMBURSEMENT ADULT INCONTINENCE IN GERMANY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Germany’s ageing population is main consumer base for rx/reimbursement adult incontinence
Challenge of diagnosis and reimbursement process
Category experiences increasing competition from retail adult incontinence
PROSPECTS AND OPPORTUNITIES
Rising pressure on category from retail and away-from-home channels
Waning stigma surrounding incontinence to support consumers seeking help
Rise of digitalisation and government support for lower-income consumers
CATEGORY DATA: Table 38 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2019-2024; Table 39 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2019-2024; Table 40 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2024-2029; Table 41 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2024-2029
WIPES IN GERMANY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Wipes remain essential hygiene item for many local consumers
Procter & Gamble strengthens leadership of wipes, while Hipp grows from low base
Despite dominance of specialists, retail e-commerce makes gains
PROSPECTS AND OPPORTUNITIES
Wipes will continue to appeal to consumers seeking convenience
Sustainability trend to drive demand for more ecological options
Issues relating to flushing of wipes cause increasing concern among Germans
CATEGORY DATA: Table 42 Retail Sales of Wipes by Category: Value 2019-2024; Table 43 Retail Sales of Wipes by Category: % Value Growth 2019-2024; Table 44 NBO Company Shares of Retail Wipes: % Value 2020-2024; Table 45 LBN Brand Shares of Retail Wipes: % Value 2021-2024; Table 46 Forecast Retail Sales of Wipes by Category: Value 2024-2029; Table 47 Forecast Retail Sales of Wipes by Category: % Value Growth 2024-2029
RETAIL TISSUE IN GERMANY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Solid demand for retail tissue as consumers maintain regular habits post-pandemic
Private label retains dominance but branded players offer solid competition
Discounters remains leading distribution channel due to popularity of German chains
PROSPECTS AND OPPORTUNITIES
Positive outlook with potential for adding value through specific features
E-commerce can adapt to consumers’ busy lifestyles
Eco-conscious consumers look to reduce retail tissue usage
CATEGORY DATA: Table 48 Retail Sales of Tissue by Category: Value 2019-2024; Table 49 Retail Sales of Tissue by Category: % Value Growth 2019-2024; Table 50 NBO Company Shares of Retail Tissue: % Value 2020-2024; Table 51 LBN Brand Shares of Retail Tissue: % Value 2021-2024; Table 52 Forecast Retail Sales of Tissue by Category: Value 2024-2029; Table 53 Forecast Retail Sales of Tissue by Category: % Value Growth 2024-2029
AWAY-FROM-HOME TISSUE AND HYGIENE IN GERMANY
KEY DATA FINDINGS
2024 DEVELOPMENTS
More frequent return to the office and greater mobility ensure solid demand for away-from-home tissue
Germany’s ageing population supports solid demand for AFH adult incontinence
Players address increasing concerns over environmental impact
PROSPECTS AND OPPORTUNITIES
Future growth of tourism industry and strong return to business activities to support demand for away-from-home tissue and hygiene
Two channels to remain important for away-from-home options
Players to consider technological innovation and sustainability as part of new product development
CATEGORY DATA: Table 54 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024; Table 55 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024; Table 56 Sales of Away-From-Home Paper Towels by Type: % Value 2019-2024; Table 57 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2019-2024; Table 58 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2024; Table 59 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2024-2029; Table 60 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2024-2029