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Affordability Fuelled Growth Amid Cautious Spending Habits
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 product design and consumer purchasing behaviour. Success in this environment requires brands to simultaneously address price sensitivity and rising consumer expectations for product performance, with strategies that include affordable bulk formats, advanced wellness attributes, and transparent sustainability initiatives.
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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
Affordability Fuelled Growth Amid Cautious Spending Habits
Key Data Insights
Chart 1 Key Industry Trends for Tissue and Hygiene
Affordability Fuelled Growth Amid Cautious Spending Habits
Chart 2 Rossmann's XXL Toilet Paper
Premium and Wellness Innovation Boosts Growth in Wipes and Wellness Formats
Chart 3 Lillydoo's Wellness Wipes
Tena’S Sustainability Initiatives Strengthen Consumer Trust and Loyalty
Chart 4 Value Sales 2020-2030
Chart 5 Value Sales by Category 2025
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
Chart 6 Analyst Insight for Tissue and Hygiene
Chart 7 Forecast Value Sales 2020-2030
Chart 8 Forecast Value Sales by Category 2025-2030
Aldi Group and Procter & Gamble Reinforce Leadership as Private Label Gains Ground
Chart 9 Company Shares 2025
Chart 10 Brand Shares 2025
Discounters Extend Lead as Consumers Favour Lower Prices
Chart 11 Retail Channels 2020-2025
Chart 12 Economic Context for Tissue and Hygiene
Chart 13 Real GDP Growth 2020-2030
Chart 14 Inflation 2020-2030
Chart 15 Consumer Context for Tissue and Hygiene
Chart 16 Population 2020-2030
Chart 17 Consumer Expenditure 2020-2030
Chart 18 Population by Generation 2025
Away-From-Home Tissue and Hygiene in Germany
Key Data Insights
Growth Secured with Efficiency-Driven Hygiene Solutions
Chart 19 Key Industry Trends for Away-From-Home Tissue and Hygiene
Growth Secured with Efficiency-Driven Hygiene Solutions
Essity Leverages Dispenser Innovation to Streamline Facility Management
Chart 20 Essity Hand Towel Dispenser
Sustainability Becomes Increasingly Important for Organisational Growth
Chart 21 Essity Receives an Ecovadis Platinum Sustainability Rating
Chart 22 Value Sales 2020-2030
Chart 23 Value Sales by Category 2025
Regulatory Changes Drive Hygiene Innovation
Facility Managers Adopt Smart Solutions to Meet Sustainability Goals
Business and Industry Channels Will Remain the Primary Users of Away-From-Home Tissue
Chart 24 Analyst Insight for Away-From-Home Tissue and Hygiene
Chart 25 Forecast Value Sales 2020-2030
Chart 26 Forecast Value Sales by Category 2025-2030
Business and Industry Drives Growth as Work Patterns Evolve
Chart 27 Retail Channels 2020-2025
Chart 28 Economic Context for Away-From-Home Tissue and Hygiene
Chart 29 Real GDP Growth 2020-2030
Chart 30 Inflation 2020-2030
Chart 31 Consumer Context for Away-From-Home Tissue and Hygiene
Chart 32 Population 2020-2030
Chart 33 Consumer Expenditure 2020-2030
Chart 34 Population by Generation 2025
Retail Adult Incontinence in Germany
Key Data Insights
Advanced Features and Innovation Drive Premiumisation
Chart 35 Key Industry Trends for Retail Adult Incontinence
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
Chart 36 Value Sales 2020-2030
Chart 37 Volume Sales 2020-2030
Chart 38 Value Sales by Category 2025
Collaboration on Smart Technology and Premium Features to Provide Clinical Benefits
Chart 39 Analyst Insight for Retail Adult Incontinence
Personalised Solutions and Continued Innovation in Sustainability to Aid Growth
Chart 40 Forecast Value Sales 2020-2030
Chart 41 Forecast Value Sales by Category 2025-2030
Essity Ab Strengthens Dominance as Private Label Remains Resilient
Chart 42 Company Shares 2025
Chart 43 Brand Shares 2025
Health and Beauty Specialists Drive Private Label Growth and Innovation
Chart 44 Retail Channels 2020-2025
Chart 45 Economic Context for Retail Adult Incontinence
Chart 46 Real GDP Growth 2020-2030
Chart 47 Inflation 2020-2030
Chart 48 Consumer Context for Retail Adult Incontinence
Chart 49 Population 2020-2030
Chart 50 Consumer Expenditure 2020-2030
Chart 51 Population by Generation 2025
Nappies/Diapers/Pants in Germany
Key Data Insights
Value-Focussed Shopping Increases as Families Seek Cost Savings
Chart 52 Key Industry Trends for Nappies/Diapers/Pants
Value-Focussed Shopping Increases as Families Seek Cost Savings
Chart 53 Rossmann Monthly Value Packs
Premiumisation Aids Sales through Enhanced Features
Chart 54 HiPP Premium Newborn Diapers
Sustainability and Ethical Sourcing Integral to Premiumisation
Chart 55 Value Sales 2020-2030
Chart 56 Volume Sales 2020-2030
Chart 57 Value Sales by Category 2025
Falling Birth Rates to Heighten Need for Premium and Sustainable Innovation
Plant-Based Materials and Digital Channels Reshape Brand Loyalty
Collaboration with Healthcare Professional Key for Manufacturer Development
Chart 58 Analyst Insight for Nappies/Diapers/Pants
Chart 59 Forecast Value Sales 2020-2030
Chart 60 Forecast Value Sales by Category 2025-2030
Procter & Gamble Outpaces Rivals as Private Label Gains Traction
Chart 61 Company Shares 2025
Chart 62 Brand Shares 2025
Health and Beauty Specialists Capture Loyalty with Exclusive Ranges
Retail E-Commerce Rebounds as Families Embrace Flexible Delivery
Chart 63 Retail Channels 2020-2025
Chart 64 Economic Context for Nappies/Diapers/Pants
Chart 65 Real GDP Growth 2020-2030
Chart 66 Inflation 2020-2030
Chart 67 Consumer Context for Nappies/Diapers/Pants
Chart 68 Population 2020-2030
Chart 69 Consumer Expenditure 2020-2030
Chart 70 Population by Generation 2025
Menstrual Care in Germany
Key Data Insights
Affordability Continues to Drive Product Development and Purchasing Decisions
Chart 71 Key Industry Trends for Menstrual Care
Affordability Continues to Drive Product Development and Purchasing Decisions
Chart 72 Rossmann Panty Liners
Organic and Leak-Proof Designs Drive Premiumisation Growth
Chart 73 O.B. Launches Tampons with Extra Leak Protection
The Female Company Expands Access with Digital Subscriptions Services
Chart 74 Value Sales 2020-2030
Chart 75 Volume Sales 2020-2030
Chart 76 Value Sales by Category 2025
Brands Drive Eco-Friendly Innovation as Consumers Shift to Reusables
Smart Hygiene Technology and Digital Engagement Reshape Consumer Experience
Chart 77 Analyst Insight for Menstrual Care
Sustainability and Long-Term Value to Drive Reusable Menstrual Care Options
Chart 78 Forecast Value Sales 2020-2030
Chart 79 Forecast Value Sales by Category 2025-2030
Johnson & Johnson Expands Eco-Offering to Reinforce Leadership
Chart 80 Company Shares 2025
Chart 81 Brand Shares 2025
Health and Beauty Specialists Expand Share as Private Label Gains Traction
Chart 82 Retail Channels 2020-2025
Chart 83 Economic Context for Menstrual Care
Chart 84 Real GDP Growth 2020-2030
Chart 85 Inflation 2020-2030
Chart 86 Consumer Context for Menstrual Care
Chart 87 Population 2020-2030
Chart 88 Consumer Expenditure 2020-2030
Chart 89 Population by Generation 2025
Wipes in Germany
Key Data Insights
Affordability and Convenience Drive Consumer Loyalty in Baby Wipes
Chart 90 Key Industry Trends for Wipes
Affordability and Convenience Drive Consumer Loyalty in Baby Wipes
Sustainability Trends Drive Innovation in Wipes
Chart 91 Tempo Launches Moist Toilet Paper with Flax
Wellness-Focus and Quality Ingredients Drive Premiumisation
Chart 92 Lillydoo Prebiotic Wipes
Chart 93 Value Sales 2020-2030
Chart 94 Value Sales by Category 2025
Private Label Gains Traction as Consumers Continue to Prioritise Affordability and Quality
Multifunctional Formats and Skin Health Claims to Fuel Growth
Eco-Focussed Innovation to Accelerate as Regulations Drive Sustainability
Chart 95 Analyst Insight for Wipes
Chart 96 Forecast Value Sales 2020-2030
Chart 97 Forecast Value Sales by Category 2025-2030
Procter & Gamble Germany Gmbh & Co Operations Ohg Defends Leadership with Swiffer and Pampers
Chart 98 Company Shares 2025
Chart 99 Brand Shares 2025
Health and Beauty Specialists Capture Shoppers Seeking Variety and Private Label
Chart 100 Retail Channels 2020-2025
Chart 101 Economic Context for Wipes
Chart 102 Real GDP Growth 2020-2030
Chart 103 Inflation 2020-2030
Chart 104 Consumer Context for Wipes
Chart 105 Population 2020-2030
Chart 106 Consumer Expenditure 2020-2030
Chart 107 Population by Generation 2025
Retail Tissue in Germany
Key Data Insights
Value-Focussed Offerings Expand as Affordability Drives Growth
Chart 108 Key Industry Trends for Retail Tissue
Value-Focussed Offerings Expand as Affordability Drives Growth
Chart 109 Rossmann's Alouette Launches Xxl Toilet Paper Pack
Retail Tissue Adapts to Consumer-Led Sustainability Demands
Chart 110 Zewa Wisch&Weg Leicht Paper Towels
Chart 111 Value Sales 2020-2030
Chart 112 Volume Sales 2020-2030
Chart 113 Value Sales by Category 2025
Sustainability-Led Innovation to Continue Driving Growth
Wellness to Fuel Next Wave of Retail Tissue Growth
Digitalisation and Smart Technology to Play a Role in Retail Tissue Innovation
Chart 114 Forecast Value Sales 2020-2030
Chart 115 Forecast Value Sales by Category 2025-2030
Aldi and Lidl Sustain Leading Places as Private Label Remains Popular
Chart 116 Company Shares 2025
Chart 117 Brand Shares 2025
Grocery Retailers and Discounters Capture Value-Driven Shoppers
Chart 118 Retail Channels 2020-2025
Chart 119 Economic Context for Retail Tissue
Chart 120 Real GDP Growth 2020-2030
Chart 121 Inflation 2020-2030
Chart 122 Consumer Context for Retail Tissue
Chart 123 Population 2020-2030
Chart 124 Consumer Expenditure 2020-2030
Chart 125 Population by Generation 2025
Rx/Reimbursement Adult Incontinence in Germany
Key Data Insights
Healthcare Providers and Insurers Prioritise Affordable, Accessible Solutions for Patients
Chart 126 Key Industry Trends for Rx/Reimbursement Adult Incontinence
Healthcare Providers and Insurers Prioritise Affordable, Accessible Solutions for Patients
Manufacturers Respond to Eco-Friendly Procurement as Sustainability Expectations Grow
Chart 127 Value Sales 2020-2030
Chart 128 Volume Sales 2020-2030
Digital Health Providers to Accelerate Shift Towards Personalisation and Real-Time Support
Smart Technology and Digitalisation Innovation to Aid Future Patient Care
Chart 129 Forecast Value Sales 2020-2030
Chart 130 Economic Context for Rx/Reimbursement Adult Incontinence
Chart 131 Real GDP Growth 2020-2030
Chart 132 Inflation 2020-2030
Chart 133 Consumer Context for Rx/Reimbursement Adult Incontinence
Chart 134 Population 2020-2030
Chart 135 Consumer Expenditure 2020-2030
Chart 136 Population by Generation 2025
Country Reports Disclaimer
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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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other 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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- Disposable Period Pants
- 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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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
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- 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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- Disposable Period Pants
- 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)
-
-
- 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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