Tissue and Hygiene in Germany
Tissue and hygiene in 2024: The big picture
What next for tissue and hygiene?
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
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
Summary 1 Research Sources
Away-From-Home Tissue and Hygiene in Germany
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
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
Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
Table 20 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024
Table 21 Sales of Away-From-Home Paper Towels by Type: % Value 2019-2024
Table 22 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2019-2024
Table 23 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2024
Table 24 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2024-2029
Table 25 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2024-2029
Retail Adult Incontinence in Germany
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
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
Table 26 Sales of Retail Adult Incontinence by Category: Value 2019-2024
Table 27 Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024
Table 28 NBO Company Shares of Retail Adult Incontinence: % Value 2020-2024
Table 29 LBN Brand Shares of Retail Adult Incontinence: % Value 2021-2024
Table 30 Forecast Sales of Retail Adult Incontinence by Category: Value 2024-2029
Table 31 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2024-2029
Nappies/Diapers/Pants in Germany
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
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
Table 32 Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
Table 33 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024
Table 34 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2020-2024
Table 35 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2021-2024
Table 36 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2024-2029
Table 37 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2024-2029
Menstrual Care in Germany
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
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
Table 38 Retail Sales of Menstrual Care by Category: Value 2019-2024
Table 39 Retail Sales of Menstrual Care by Category: % Value Growth 2019-2024
Table 40 Retail Sales of Tampons by Application Format: % Value 2019-2024
Table 41 NBO Company Shares of Retail Menstrual Care: % Value 2020-2024
Table 42 LBN Brand Shares of Retail Menstrual Care: % Value 2021-2024
Table 43 Forecast Retail Sales of Menstrual Care by Category: Value 2024-2029
Table 44 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2024-2029
Wipes in Germany
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
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
Table 45 Retail Sales of Wipes by Category: Value 2019-2024
Table 46 Retail Sales of Wipes by Category: % Value Growth 2019-2024
Table 47 NBO Company Shares of Retail Wipes: % Value 2020-2024
Table 48 LBN Brand Shares of Retail Wipes: % Value 2021-2024
Table 49 Forecast Retail Sales of Wipes by Category: Value 2024-2029
Table 50 Forecast Retail Sales of Wipes by Category: % Value Growth 2024-2029
Retail Tissue in Germany
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
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
Table 51 Retail Sales of Tissue by Category: Value 2019-2024
Table 52 Retail Sales of Tissue by Category: % Value Growth 2019-2024
Table 53 NBO Company Shares of Retail Tissue: % Value 2020-2024
Table 54 LBN Brand Shares of Retail Tissue: % Value 2021-2024
Table 55 Forecast Retail Sales of Tissue by Category: Value 2024-2029
Table 56 Forecast Retail Sales of Tissue by Category: % Value Growth 2024-2029
Rx/Reimbursement Adult Incontinence in Germany
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
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
Table 57 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2019-2024
Table 58 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2019-2024
Table 59 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2024-2029
Table 60 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2024-2029