Nappies/diapers/pants in Germany faced a decline in retail volume in 2025, with sales dropping to 2,944 million units, representing a decrease of 3% compared to the previous year. Additionally, nappies/diapers/pants current value fell by 1% to EUR994 million, highlighting affordability as a trend and the impact of consumer price-sensitivity and restrained spending. This downward movement stands in contrast to previous years of mild growth or stability. The trend is shaped by continued economic c

Menstrual care in Germany in 2025 displayed a nuanced performance shaped by both economic constraints and consumer demand for higher standards in comfort and sustainability. Value sales grew by 1% to reach EUR713 million in 2025, lagging behind regional growth. Despite a modest decline in volume sales, current value sales reflected consumer willingness to pay more for products with tangible benefits. Additionally, towels remained the largest category at EUR270 million and 1% current value growth

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

Retail tissue in Germany recorded sales of EUR3.7 billion in 2025, representing 5% growth. Volume growth in 2025 also reached 2%, reflecting a combination of steady demand and moderate price increases. Growth was driven by heightened hygiene awareness and the ongoing need for cost-effective solutions, even as Germany's real GDP growth remained subdued at 0.2% and inflation settled at 2% in 2025. Against a backdrop of economic caution and a modest 1% increase in consumer expenditure, retail tissu

In 2025, wipes in Germany continued to deliver steady retail value growth, reaching EUR741 million, an increase of 2% from the previous year. While this growth was below the regional average, it outperformed several neighbouring markets that experienced either slower expansion or faced stagnation due to economic caution and persistent inflationary pressures. Floor cleaning systems was the fastest growing category with 5% current value growth, to reach EUR50 million. However, personal wipes remai

Away-from-home tissue and hygiene in Germany maintained moderate value sales growth in 2025, continuing the stabilisation seen after the recovery from pandemic-era declines. The total value of the category reached EUR1,702 million, representing a 4% increase from the previous year, outpacing many regional peers in Western Europe, where inflation and lower economic growth rates, such as Germany’s modest 0.3% real GDP growth in 2025, have generally curbed expansion. However, the category lagged be

Retail adult incontinence in 2025 demonstrated nuanced performance with retail volume declining by 1%. Despite this marginal contraction in volume, retail value grew by 3% to reach EUR451 million. Demographically, the population aged 65 and above continues to increase, underscoring the long-term structural demand for adult incontinence products. This contrasts with the broader Western European context, where growth in retail adult incontinence has generally remained positive, albeit at a deceler

In 2025, rx/reimbursement adult incontinence in Germany recorded a slight volume decline, with consumption falling from 408 million units in 2024 to 406 million units in 2025, representing a decrease of 0.4%. This downward trend in volume reflects ongoing competitive pressure from retail adult incontinence products, which increasingly attract users through frequent promotions and a broader choice of formats. The modest contraction in volume stands in contrast to rising average selling prices, as

In 2025, dishwashing in Germany demonstrated resilience, with retail value growth of 5%? to reach EUR1,046 million. The median disposable income per household in Germany rose, indicating a stable economic environment that supported consumer spending on dishwashing, including more premium products. A strong emphasis on maintaining high standards of hygiene and cleanliness, heightened by post-pandemic awareness, is driving demand for effective cleaning solutions.

Air care in Germany demonstrated a positive performance in 2025, reaching retail value sales of EUR302 million, representing 3% growth from the previous year. The median disposable income per household in Germany continues to rise, indicating growing purchasing power and increasing willingness to purchase among consumers. The urban population in Germany also continues its steady growth, supporting demand for air care products, as urban consumers are more likely to prioritise home and personal w

In 2025, polishes in Germany maintained low retail current value growth of 1%, driven primarily by rising unit prices related to increasing production and material costs. The inflation rate in Germany was 2% in 2025, which is a factor contributing to rising costs and, consequently, the retail value growth of polishes. The median disposable income per household in Germany also increased in 2025, which supported growth. However, growth in retail value sales was not solely attributed to price incr

Toilet care in Germany experienced positive retail current value growth of 1% ?in 2025, although retail volume sales remained static. The median disposable income per household in Germany rose in 2025, indicating a steady increase in consumer purchasing power. The consumer confidence index, although still negative, showed a slight improvement in 2025, which may have contributed to volume stability in toilet care after several years of decline. The growth in toilet care is also being driven by r

Bleach in Germany experienced a solid increase of 7%?in retail sales in 2025, reaching EUR30 million. This growth was driven partly by retail volume growth of 4%, and partly by price increases due to higher raw materials costs. The median disposable income per household in Germany rose in 2025, supporting consumer spending on household essentials like bleach.

In 2025, surface care in Germany experienced retail value sales increase by 3% in current terms to reach EUR933 million. The median disposable income per household in Germany continues to rise, indicating steady growth in consumer spending power. This, combined with an improving but still negative consumer confidence index, suggests that while consumers are cautious, they are still willing to invest in surface care products, especially those that offer sustainability and value for money.

In 2025, home insecticides in Germany experienced marginal retail current value growth to reach EUR94.4 million, along with a minor retail volume decline. The median disposable income per household in Germany rose, indicating a relatively stable economic situation which supported consumer spending on home insecticides. Additionally, the urban population in Germany stood at more than 68 million in 2025, which is a relevant demographic for home insecticides.

In 2025, laundry care in Germany saw value sales increase by 5% in current terms to reach EUR2,956 million. The median disposable income per household in Germany rose to EUR57,383, indicating a relatively high standard of living that could support premium and innovative products. The demand for laundry care products was influenced by increasing urbanisation and the busy lifestyles of consumers, who sought convenient and efficient solutions for their laundry needs. Among the key drivers of growth

Home care in Germany demonstrated resilience in 2025, with retail current value growth of 4% compared to the previous year. This growth was driven by increasing demand for sustainable products and the rising median disposable income per household. Laundry care remained the largest category, driven by established consumer habits and the high penetration of washing machines. Home care is expected to continue growing, with a forecast current value CAGR of 3% to 2030, driven by trends such as sustai

Full-service restaurants were faced with high costs and weaker consumer demand in 2025, cutting into revenues and profitability. Value sales were flat in 2025 reflecting this challenging environment.

Consumer foodservice in Germany bore the brunt of a challenging economy where operators and consumers felt the impact of higher costs and prices respectively. The slight increase in value sales was largely attributed to rising prices rather than organic growth. Weaker purchasing power hit full-service restaurants harder than other categories due to the expense of dining out. Limited-service restaurants and street stalls/kiosks proved more resilient, attracting consumers with affordable options a

Self-service cafeterias continue to lose ground in Germany’s highly competitive consumer foodservice industry. Players have expanded menus to bring healthier options, but these establishments are losing relevance among Germany’s discerning and value-conscious consumer base.

Retail locations are proving to be a dynamic source of growth for Germany’s consumer foodservice industry, aided by the convenience factor and an expansion of fresher food. Standalone remains dominant but consumer foodservice outlets in these locations are struggling with high operating costs, which has impinged on revenues.

Cafés/bars in Germany faced a challenging trading period in 2025, with higher prices and weak consumer purchasing power hindering sales performance. Chained cafés, such as McCafé, Starbucks and the local Coffee Fellows, were able to benefit from operational efficiencies and maintain growth, tapping into Germany’s strong coffee culture.

Street stalls/kiosks resonated well with consumers in 2025, with the tight squeeze on budgets encouraging consumers towards affordable and convenient choices. With consumers cutting back, these foodservice outlets captured consumers on-the-go enticing them with ready to eat low-cost meals.

Limited-service restaurants have largely displayed resilience in 2025, despite the weak Germany economy. Consumer price sensitivity proved challenging with many on the hunt for more value for money, better deals and promotions. A growing range of diverse food options and tastes is proving beneficial to the limited-service category, reflecting the appetite for something new.