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Tissue and hygiene in 2024: The big picture
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.
2024 key trends
Toilet paper was the largest and most dynamic category within tissue and hygiene overall in 2024, with both volume and value sales rising strongly during the year. The ongoing growth of toilet paper was primarily driven by premiumisation and price sensitivity, thereby indicating some level of polarisation.
Competitive landscape
Procter & Gamble Germany GmbH & Co Operations oHG was the leading company in tissue and hygiene overall in 2024. The player produces the Pampers and Always brands in retail adult incontinence, nappies/diapers/pants, wipes, and menstrual care.
Retail developments
Grocery retailers held the dominant value share within tissue and hygiene overall in 2024. Discounters, meanwhile, was the leading and most dynamic distribution channel within tissue and hygiene during the year, gaining further value share – its performance illustrated the ongoing price-sensitivity among local consumers as they showed signs of further cautious spending, thereby valuing retailers’ private label lines.
What next for tissue and hygiene?
Value sales of tissue and hygiene in Germany are set to further rise over the forecast period. Local consumers will increasingly seek convenience, efficiency, and sustainability in their experiences shopping for tissue and hygiene products.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Away-From-Home Tissue and Hygiene
- Retail Adult Incontinence
- Nappies/Diapers/Pants
- Sanitary Protection
- Wipes
- Retail Tissue
- RX/Reimbursement Adult Incontinence
If you're in the Tissue and Hygiene 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 Tissue and Hygiene 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 Tissue and Hygiene in Germany?
- Which are the leading brands in Tissue and Hygiene in Germany?
- How are products distributed in Tissue and Hygiene 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 Tissue and Hygiene products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Tissue and Hygiene in Germany
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
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
DISCLAIMER
Summary 1 Research Sources
Away-From-Home Tissue and Hygiene in Germany
KEY DATA FINDINGS
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
KEY DATA FINDINGS
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
KEY DATA FINDINGS
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
KEY DATA FINDINGS
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
KEY DATA FINDINGS
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
KEY DATA FINDINGS
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
KEY DATA FINDINGS
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
The following categories and subcategories are included:
Tissue and Hygiene
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- AFH Adult Incontinence
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- AFH Boxed Facial Tissues
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- AFH Napkins
- AFH Tablecloths
- AFH Paper Towels
- AFH Toilet Paper
- AFH Wipers
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- Light Adult Incontinence
- Moderate/Heavy Adult Incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Pantyliners
- Tampons
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- Standard Towels with Wings
- Standard Towels without Wings
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- Slim/Thin/Ultra-Thin Towels with Wings
- Slim/Thin/Ultra-Thin Towels without Wings
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- Menstrual Care Including Intimate Wipes
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- Paper Towels
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- Napkins
- Tablecloths
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- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
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- Rx/Reimbursement adult incontinence
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- AFH Adult Incontinence
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- Retail Light Adult Incontinence
- Retail Moderate/Heavy Adult Incontinence
- Rx/Reimbursement adult incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Pantyliners
- Tampons
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- Standard Towels With Wings
- Standard Towels Without Wings
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- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
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- Menstrual Care Including Intimate Wipes
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-
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
-
-
- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- AFH Napkins
- Retail Napkins
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- AFH Tablecloths
- Retail Tablecloths
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- AFH Boxed Facial Tissues
- Retail Boxed Facial Tissues
- Pocket Handkerchiefs
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- AFH Paper Towels
- Retail Paper Towels
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- AFH Toilet Paper
- Retail Toilet Paper
- AFH Wipers
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Tissue and Hygiene
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.
See all of our definitions
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This report originates from Passport, our Tissue and Hygiene research and analysis database.
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