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Tissue and hygiene was one of the industries benefitting from the COVID-19 pandemic in 2020, with the usually stable growth aided by a jumpstart to a number of categories' retail value sales increase. Retail tissue posted the strongest double-digit retail value and volume growth during the year as a consequence of consumers stockpiling household essentials during the lockdowns imposed in 2020. Toilet paper in particular recorded the strongest value and volume growth within retail tissue.
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 2016-2020, 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 2025 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
List Of Contents And Tables
EXECUTIVE SUMMARY
COVID-19 impact on tissue and hygiene
COVID-19 country impact
Company response
Retailing shift
What next for tissue and hygiene?
CHART 1 Retail Tissue and Hygiene Value Sales Growth Scenarios: 2017-2024
CHART 2 Retail Tissue and Hygiene Impact of Drivers on Value Sales: 2016-2024
MARKET INDICATORS
Table 1 Birth Rates 2015-2020 Table 2 Infant Population 2015-2020 Table 3 Female Population by Age 2015-2020 Table 4 Total Population by Age 2015-2020 Table 5 Households 2015-2020 Table 6 Forecast Infant Population 2020-2025 Table 7 Forecast Female Population by Age 2020-2025 Table 8 Forecast Total Population by Age 2020-2025 Table 9 Forecast Households 2020-2025MARKET DATA
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2015-2020 Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2015-2020 Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2016-2020 Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2017-2020 Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2015-2020 Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2015-2020 Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2020 Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2020-2025 Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2020-2025GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research SourcesSANITARY PROTECTION IN GERMANY
KEY DATA FINDINGS
2020 IMPACT
COVID-19 pandemic has minimal impact on demand for sanitary protection in 2020
Natural and sustainable, with organic cotton the focus in product development in 2020
Emerging alternatives stem from sustainable angle
RECOVERY AND OPPORTUNITIES
Shift to reusable products may become stronger threat to tampons over the forecast period
Product innovation can reactivate sales of sanitary protection over the forecast period
Channel shift may dampen unit price of sanitary protection products
CATEGORY DATA
Table 19 Retail Sales of Sanitary Protection by Category: Value 2015-2020 Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2015-2020 Table 21 Retail Sales of Tampons by Application Format: % Value 2015-2020 Table 22 NBO Company Shares of Retail Sanitary Protection: % Value 2016-2020 Table 23 LBN Brand Shares of Retail Sanitary Protection: % Value 2017-2020 Table 24 Forecast Retail Sales of Sanitary Protection by Category: Value 2020-2025 Table 25 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2020-2025NAPPIES/DIAPERS/PANTS IN GERMANY
KEY DATA FINDINGS
2020 IMPACT
COVID-19 has limited impact on nappies/diapers/pants in 2020
Disposable pants performs best as usage broadens
Parents' interest in environmentally friendly products heightens
RECOVERY AND OPPORTUNITIES
Falling birth rates to limit volume growth over the forecast period
Green products likely to feature more prominently going forward
E-commerce appeal will be supported by green brands' online options over the forecast period
CATEGORY DATA
Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2015-2020 Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2015-2020 Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2016-2020 Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2017-2020 Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2020-2025 Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2020-2025RETAIL ADULT INCONTINENCE IN GERMANY
KEY DATA FINDINGS
2020 IMPACT
COVID-19 limits 2020 performance but demand continues to grow
Education and changing perceptions support volume growth
Consumers still value brands with a good reputation for quality
RECOVERY AND OPPORTUNITIES
Volume sales likely to be slightly slower over the forecast period
Pants to prop up moderate/heavy adult incontinence performance during the forecast period
E-commerce potential will take time to be unlocked
CATEGORY DATA
Table 32 Sales of Retail Adult Incontinence by Category: Value 2015-2020 Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2015-2020 Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2016-2020 Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2017-2020 Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2020-2025 Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2020-2025RX/REIMBURSEMENT ADULT INCONTINENCE IN GERMANY
KEY DATA FINDINGS
2020 IMPACT
Sales grow in 2020 due to a degree of switch from retail
Negative stigma continues to hamper the appeal of Rx/reimbursement adult incontinence products
RECOVERY AND OPPORTUNITIES
Limited product availability mostly in pharmacies to still hinder sales potential over the forecast period
Insurance policies to pose additional obstacles over the forecast period
CATEGORY DATA
Table 38 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2015-2020 Table 39 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2015-2020 Table 40 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2020-2025 Table 41 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2020-2025WIPES IN GERMANY
KEY DATA FINDINGS
2020 IMPACT
COVID-19 pandemic drives sales of wipes in 2020
Impregnated wet wipes associated with efficacy in disinfecting in 2020
Private label strengthened due to ease of access
RECOVERY AND OPPORTUNITIES
Steady growth projected beyond the pandemic
Sustainability concerns regarding wipes will eventually resurface
E-commerce to grow strongly
CATEGORY DATA
Table 42 Retail Sales of Wipes by Category: Value 2015-2020 Table 43 Retail Sales of Wipes by Category: % Value Growth 2015-2020 Table 44 NBO Company Shares of Retail Wipes: % Value 2016-2020 Table 45 LBN Brand Shares of Retail Wipes: % Value 2017-2020 Table 46 Forecast Retail Sales of Wipes by Category: Value 2020-2025 Table 47 Forecast Retail Sales of Wipes by Category: % Value Growth 2020-2025RETAIL TISSUE IN GERMANY
KEY DATA FINDINGS
2020 IMPACT
COVID-19 leads to surge in retail tissue sales in 2020
Consumers unwilling to compromise on comfort
Private label, especially of grocery retailers, extends lead in 2020
RECOVERY AND OPPORTUNITIES
Increased home usage to ensure higher consumption of retail tissue over the forecast period
Price expected to settle at more reasonable level during the forecast period
E-commerce will feature more prominently in the forecast period
CATEGORY DATA
Table 48 Retail Sales of Tissue by Category: Value 2015-2020 Table 49 Retail Sales of Tissue by Category: % Value Growth 2015-2020 Table 50 NBO Company Shares of Retail Tissue: % Value 2016-2020 Table 51 LBN Brand Shares of Retail Tissue: % Value 2017-2020 Table 52 Forecast Retail Sales of Tissue by Category: Value 2020-2025 Table 53 Forecast Retail Sales of Tissue by Category: % Value Growth 2020-2025AWAY-FROM-HOME TISSUE AND HYGIENE IN GERMANY
KEY DATA FINDINGS
2020 IMPACT
COVID-19 pandemic hurts away-from-home demand
From toilet paper to paper tableware: decline for all AFH tissue
AFH adult incontinence demand drops with lower product usage in hospitals
RECOVERY AND OPPORTUNITIES
Recovery expected from 2021 but unlikely to recover to 2019 levels
Eased restrictions essential for AFH tissue recovery over the forecast period
Quicker recovery projected for AFH hygiene
CATEGORY DATA
Table 54 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2015-2020 Table 55 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2015-2020 Table 56 Sales of Away-From-Home Paper Towels by Type: % Value 2015-2020 Table 57 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2015-2020 Table 58 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2015-2020 Table 59 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2015-2020 Table 60 Sales of Away-From-Home Wipers by Format through Public: % Value 2015-2020 Table 61 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2015-2020 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 2020-2025 Table 64 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2020-2025