Tissue and hygiene in 2024: The big picture
Sales of tissue and hygiene in the Netherlands rose in 2024, driven by inflationary pressures, evolving consumer preferences, and shifts in distribution dynamics. While sustainability remained a dominant theme, affordability became increasingly critical as consumers faced cost-of-living challenges.
2024 key trends
Toilet paper remained the largest category within tissue and hygiene in 2024, with value sales rising due to its universal necessity and ongoing demand for both premium and sustainable options. Manufacturers introduced innovations such as toilet paper made from alternative materials like straw and bamboo, appealing to eco-conscious consumers while maintaining product comfort and softness.
Competitive landscape
Kimberly-Clark was the leading company within tissue and hygiene in 2024, leveraging its extensive brand portfolio across multiple segments. The company’s strong reputation for quality and sustainability, particularly in toilet paper and baby wipes, helped it maintain a solid market position.
Retail developments
Health and beauty specialists remained a key distribution channel for tissue and hygiene in 2024, offering both premium branded products and strong private label alternatives. These retailers benefited from their positioning as trusted destinations for personal care and hygiene essentials, often stocking niche and specialist products that catered to specific needs such as sensitive skin or eco-friendliness.
What next for tissue and hygiene?
Value sales of tissue and hygiene are set to rise at a steady pace over the forecast period. Growth will be shaped by sustainability, affordability, and demographic shifts, particularly the ageing population’s impact on adult incontinence and away-from-home hygiene.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Netherlands 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 Netherlands, 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 Netherlands 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 Netherlands?
- Which are the leading brands in Tissue and Hygiene in Netherlands?
- How are products distributed in Tissue and Hygiene in Netherlands?
- 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 the Netherlands
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
DISCLAIMER
Away-From-Home Tissue and Hygiene in the Netherlands
KEY DATA FINDINGS
Away-from-home hygiene driven by an ageing population, away-from-home tissue by hospitality
Away-from-home adult incontinence growth subdued as elderly remain at home longer
Innovation focused on improving absorption and operational efficiency
Ageing population and foodservice recovery to drive away-from-home growth
Procurement strategies to focus on cost-efficiency and innovation
Innovation to address sustainability and staff shortages
Retail Adult Incontinence in the Netherlands
KEY DATA FINDINGS
Ageing population and greater acceptance of incontinence drive category growth
Essity maintains market leadership, but private label gains traction
E-commerce emerges as a key distribution channel, though offline remains dominant
Ageing population to remain the primary driver of category growth
E-commerce to expand further as digital literacy increases
Innovation to focus on multifunctionality and sustainability
Nappies/Diapers/Pants in the Netherlands
KEY DATA FINDINGS
Value growth driven by price increases, while volume remains under pressure
Pampers retains dominance, while private label gains ground
E-commerce emerges as the fastest-growing distribution channel
Slower value growth expected due to reduced price inflation and volume stagnation
E-commerce to continue expanding as parents seek cost savings and convenience
Innovation to focus on sustainability in disposable nappies
Menstrual Care in the Netherlands
KEY DATA FINDINGS
Consumers prioritise affordability amid economic uncertainty
Private label gains traction as price-sensitive consumers trade down
E-commerce experiences strong growth driven by price competitiveness and convenience
Growth in menstrual care expected to slow as reusable alternatives gain traction
E-commerce to expand further as digital adoption increases
Innovation to shift towards reusable menstrual care solutions
Wipes in the Netherlands
KEY DATA FINDINGS
Value growth driven by increased demand and price increases
Private label dominates, driven by strong price-quality positioning
Grocery remains the largest channel, while e-commerce gains traction
Sustainability and alternative solutions to influence category performance
E-commerce to remain the fastest-growing channel
Innovation to focus on sustainability and multifunctionality
Retail Tissue in the Netherlands
KEY DATA FINDINGS
Price increases drive growth
Private label dominates, while premium products gain traction
Grocery remains dominant, while discounters and e-commerce gain ground
Hybrid working trends and price sensitivity to shape category growth
Grocery to remain dominant, but discounters and variety stores to gain share
Innovation to focus on sustainability and enhanced functionality
Rx/Reimbursement Adult Incontinence in the Netherlands
KEY DATA FINDINGS
Negative volume growth puts downward pressure on value
TENA remains the most significant player despite insurance contract limitations
Distribution confined to pharmacies and medical device specialists
Reselling unopened products may slow down market growth
Sustainability concerns drive further product innovation
Home delivery to dominate distribution as the population ages
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
-
- Pantyliners
- Tampons
-
-
- Standard Towels With Wings
- Standard Towels Without Wings
-
- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
-
- Menstrual Care Including Intimate Wipes
-
-
-
- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
-
-
- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
-
-
- 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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-
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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.
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This report originates from Passport, our Tissue and Hygiene research and analysis database.
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