Competitive Landscape
Essity Ab Strengthens Dominance as Private Label Remains Resilient
Retail adult incontinence in Germany in 2025 is highly concentrated, with Essity AB holding a dominant position and increasing its retail value share to 69% in 2025. The next largest player, dm-Drogerie Markt GmbH & Co KG, accounts for only 6% in 2025, and the third largest, Attends GmbH, holds 5%.
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Overview:
Understand the latest market trends and future growth opportunities for the Retail Adult Incontinence industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Retail Adult Incontinence industry in Germany, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Retail Adult Incontinence in Germany report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Retail Adult Incontinence in Germany?
- Which are the leading brands in Retail Adult Incontinence in Germany?
- How are products distributed in Retail Adult Incontinence in Germany?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Retail Adult Incontinence products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Retail Adult Incontinence in Germany - Category analysis
Key Data Insights
Advanced Features and Innovation Drive Premiumisation
Advanced Features and Innovation Drive Premiumisation
Growing E-Commerce Fuels Subscription Growth and Direct-To-Consumer Options
Sustainability Initiatives Ramp up as Consumers Become More Eco-Conscious
Collaboration on Smart Technology and Premium Features to Provide Clinical Benefits
Personalised Solutions and Continued Innovation in Sustainability to Aid Growth
Essity Ab Strengthens Dominance as Private Label Remains Resilient
Health and Beauty Specialists Drive Private Label Growth and Innovation
Tissue and Hygiene in Germany - Industry Overview
Affordability Fuelled Growth Amid Cautious Spending Habits
Key Data Insights
Affordability Fuelled Growth Amid Cautious Spending Habits
Premium and Wellness Innovation Boosts Growth in Wipes and Wellness Formats
Tena’S Sustainability Initiatives Strengthen Consumer Trust and Loyalty
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
Aldi Group and Procter & Gamble Reinforce Leadership as Private Label Gains Ground
Discounters Extend Lead as Consumers Favour Lower Prices
Country Reports Disclaimer
The following categories and subcategories are included:
Retail Adult Incontinence
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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
Retail Adult Incontinence
Includes a variety of protective products for different levels of bladder or bowl adult incontinence. Products with different levels of absorbency are covered, including pads, pants/protective underwear, briefs, undergarments and pant/pad systems.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Retail Adult Incontinence research and analysis database.
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