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Albert Heijn Shifts Value Focus with Affordable Luxury Private Label
In 2025, tissue and hygiene in the Netherlands sustained steady value growth, signalling ongoing resilience despite a stabilising environment following earlier price volatility. The market is highly attractive due to its high penetration, robust consumer demand for everyday essentials, and an evolving landscape driven by innovation in convenience, sustainability, and premiumisation, with further upside from demographic shifts such as an expanding population aged 65 and over. Success requires brands to move beyond basic value propositions by investing in material innovation, enhancing sustainability credentials, and differentiating through convenience and premium features, as competition intensifies between private label, which leverages affordability and improved quality, and branded players, which defend share with advanced product development. Channel strategy is also pivotal, with e-commerce accelerating as shoppers seek larger pack sizes, online promotions, and discreet delivery, particularly in wipes and adult incontinence, while supermarkets and drugstores maintain strong shopper loyalty through assortment breadth and integrated promotions. Brands that effectively align with regulatory sustainability standards, capitalise on convenience-driven consumption, and respond to shifting demographics are best positioned to capture value as consumer caution persists but willingness to trade up increases in a gradually recovering economy.
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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
Albert Heijn Shifts Value Focus with Affordable Luxury Private Label
Key Data Insights
Chart 1 Key Industry Trends for Tissue and Hygiene
Albert Heijn Shifts Value Focus with Affordable Luxury Private Label
Chart 2 Care is Positioned as Affordable Luxury
Edet’S Coreless Launch Raises Sustainability Standards and Brand Value
Seni Active Normalises Incontinence with Discreet, Lifestyle-Led Solutions
Chart 3 Seni's Active Offers Pants Suitable for an Active Lifestyle
Chart 4 Value Sales 2020-2030
Chart 5 Value Sales by Category 2025
Retailers and Brands Shift to Premium and Sustainable Formats to Drive Value
Adult Incontinence Brands Set to Accelerate Innovation as Population Ages and Stigma Falls
Sustainability Requirements to Reshape Portfolios and Supply Chains
Chart 6 Analyst Insight for Tissue and Hygiene
Chart 7 Forecast Value Sales 2020-2030
Chart 8 Forecast Value Sales by Category 2025-2030
Albert Heijn and Branded Leaders Shape Value with Premiumisation
Chart 9 Company Shares 2025
Chart 10 Brand Shares 2025
Albert Heijn and Jumbo Retain Shopper Loyalty through Weekly Convenience
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 the Netherlands
Key Data Insights
Resilient Expansion Amid Economic Pressures
Chart 19 Key Industry Trends for Away-From-Home Tissue and Hygiene
Resilient Expansion Amid Economic Pressures
Smart Hygiene Systems Transform Care Staff Efficiency
Chart 20 WeSense Sensors Provide an Affordable Way of Tracking Patient Needs
Hygiene and Convenience Drive Demand for Controlled Dispensing
Chart 21 Tork PeakServe Exemplifies Shift to Smart Dispensing
Chart 22 Value Sales 2020-2030
Chart 23 Value Sales by Category 2025
Facility Managers Poised to Adopt High-Efficiency Systems
Away-From-Home Hygiene Set To Expand Amid Ageing Population and Evolving Procurement
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
Horeca Expansion and Hospital Demand Drive Product Uptake
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 the Netherlands
Key Data Insights
Ageing Population and Inclusivity Fuel Market Expansion
Chart 35 Key Industry Trends for Retail Adult Incontinence
Ageing Population and Inclusivity Fuel Market Expansion
Convenience and Lifestyle Drive Pants to Lead Moderate and Heavy Needs
Chart 36 This Product Offers Pants for those with an Active Lifestyle
Abena and E-Commerce Platforms Enable Bulk Buying for Value-Conscious Shoppers
Chart 37 Abena Offers Products in Bulk Format with Lower Unit Prices
Chart 38 Value Sales 2020-2030
Chart 39 Volume Sales 2020-2030
Chart 40 Value Sales by Category 2025
Men’S Ranges and Pants Formats to Accelerate New User Adoption
Light Solutions To Remain Largest Category and Lead Both Volume and Value Growth
Chart 41 Analyst Insight for Retail Adult Incontinence
Chart 42 Forecast Value Sales 2020-2030
Chart 43 Forecast Value Sales by Category 2025-2030
Essity Strengthens Tena’S Dominance through Broad Channel Reach
Chart 44 Company Shares 2025
Chart 45 Brand Shares 2025
Kruidvat and Etos Attract Loyal Shoppers with In-Store Experiences
Online Drugstores Accelerate Growth as Older Shoppers Embrace Digital Convenience
Chart 46 Retail Channels 2020-2025
Chart 47 Economic Context for Retail Adult Incontinence
Chart 48 Real Gdp Growth 2020-2030
Chart 49 Inflation 2020-2030
Chart 50 Consumer Context for Retail Adult Incontinence
Chart 51 Population 2020-2030
Chart 52 Consumer Expenditure 2020-2030
Chart 53 Population by Generation 2025
Nappies/Diapers/Pants in the Netherlands
Key Data Insights
Convenience-Led Innovation Fuels Premium Pants Adoption
Chart 54 Key Industry Trends for Nappies/Diapers/Pants
Convenience-Led Innovation Fuels Premium Pants Adoption
Chart 55 Pampers Pants Exemplifies Convenience
Brands and Private Label Compete through Premiumisation
Chart 56 Albert Heijn Launches New Line of Nappies: Extra Dry and Soft
Kruidvat Links High Absorption to Sustainability and Performance Gains
Chart 57 Value Sales 2020-2030
Chart 58 Volume Sales 2020-2030
Chart 59 Value Sales by Category 2025
Parents Shift to Bulk and Online Buying as Population Growth Slows
Eco-Friendly Nappies Gain Traction Amid Green Demand
Chart 60 Analyst Insight for Nappies/Diapers/Pants
Chart 61 Forecast Value Sales 2020-2030
Chart 62 Forecast Value Sales by Category 2025-2030
Pampers and Private Label Shape Consumer Loyalty and Value
Chart 63 Company Shares 2025
Chart 64 Brand Shares 2025
Kruidvat Leverages Private Label Strength as Parents Seek Value
Comparison Sites and Bulk Buying Accelerate Online Sales Growth
Chart 65 Retail Channels 2020-2025
Chart 66 Economic Context for Nappies/Diapers/Pants
Chart 67 Real Gdp Growth 2020-2030
Chart 68 Inflation 2020-2030
Chart 69 Consumer Context for Nappies/Diapers/Pants
Chart 70 Population 2020-2030
Chart 71 Consumer Expenditure 2020-2030
Chart 72 Population by Generation 2025
Menstrual Care in the Netherlands
Key Data Insights
Albert Heijn Expands Affordable Luxury to Win Price-Conscious Shoppers
Chart 73 Key Industry Trends for Menstrual Care
Albert Heijn Expands Affordable Luxury to Win Price-Conscious Shoppers
Chart 74 Albert Heijn Launches Care – a Product Positioned as Affordable Luxury
Sustainability Drives Adoption of Reusable and Plastic-Free Products
Chart 75 Natracare Offers Products Non-Toxic to the Body and Environment
Clean Wellness Drives Demand for Organic Products
Chart 76 Yoni Menstrual Care Products Made With 100% Organic Cotton
Chart 77 Value Sales 2020-2030
Chart 78 Volume Sales 2020-2030
Chart 79 Value Sales by Category 2025
Private Label to Expand as Reusable Formats Limit Growth
Pantyliners Set to Maintain Lead As Disposable Pants Post Fastest Growth
Chart 80 Analyst Insight for Menstrual Care
Chart 81 Forecast Value Sales 2020-2030
Chart 82 Forecast Value Sales by Category 2025-2030
Procter & Gamble Protects Its Lead as Private Label Chips Away at Share
Yoni Leverages Organic Positioning to Gain Ground among Health-Focused Shoppers
Chart 83 Company Shares 2025
Chart 84 Brand Shares 2025
Health and Wellness Stores Capture Shoppers with Broad Assortments and Pricing Strategies
Chart 85 Retail Channels 2020-2025
Chart 86 Economic Context for Menstrual Care
Chart 87 Real Gdp Growth 2020-2030
Chart 88 Inflation 2020-2030
Chart 89 Consumer Context for Menstrual Care
Chart 90 Population 2020-2030
Chart 91 Consumer Expenditure 2020-2030
Chart 92 Population by Generation 2025
Wipes in the Netherlands
Key Data Insights
Personal Wipes Leads with Clean Natural Formulations
Chart 93 Key Industry Trends for Wipes
Personal Wipes Leads with Clean Natural Formulations
Chart 94 Pampers Harmonie Reflects Clean Wellness Trend
Convenience Reshapes Consumer Expectations
Chart 95 Page Fris En Schoon Moist Toilet Wipes Offer Convenience
Sustainability Pressures Drive Reformulation
Chart 96 Value Sales 2020-2030
Chart 97 Value Sales by Category 2025
Dutch Drugstores Use Private Label to Set New Standards
Baby Wipes to Remain Resilient as Reusable Options Gain Traction
Chart 98 Analyst Insight for Wipes
Chart 99 Forecast Value Sales 2020-2030
Chart 100 Forecast Value Sales by Category 2025-2030
Private Label Gains Ground As Promotional Offers Reshape Consumer Choices
Chart 101 Company Shares 2025
Chart 102 Brand Shares 2025
Kruidvat and Etos Outperform Supermarkets by Leveraging Private Label Strength
Bol.Com and Drugstore Websites Accelerate Bulk Sales of Baby Wipes Online
Chart 103 Retail Channels 2020-2025
Chart 104 Economic Context for Wipes
Chart 105 Real Gdp Growth 2020-2030
Chart 106 Inflation 2020-2030
Chart 107 Consumer Context for Wipes
Chart 108 Population 2020-2030
Chart 109 Population by Generation 2025
Retail Tissue in the Netherlands
Key Data Insights
Toilet Paper Dominates as Tempo Exemplifies Premiumisation Strategy
Chart 110 Key Industry Trends for Retail Tissue
Toilet Paper Dominates as Tempo Exemplifies Premiumisation Strategy
Chart 111 Tempo Brand Refresh to Diversify Customer Targeting
Edet Drives Sustainable Innovation to Defend Shelf Space and Value
Chart 112 Essity Launches Coreless Edet Toilet Paper for Sustainability
Chart 113 Value Sales 2020-2030
Chart 114 Volume Sales 2020-2030
Chart 115 Value Sales by Category 2025
Competition Set to Intensify as Innovation Shifts to Practical Upgrades
Chart 116 Analyst Insight for Retail Tissue
Chart 117 Forecast Value Sales 2020-2030
Chart 118 Forecast Value Sales by Category 2025-2030
Lidl, Albert Heijn and Kimberly-Clark Leverage Pricing and Innovation to Sustain Lead
Chart 119 Company Shares 2025
Chart 120 Brand Shares 2025
Supermarkets and Discounters Shape Tissue Purchasing through Promotions and Convenience
Grocery E-Commerce Sees Steady Gains as Online Shopping Complements In-Store Habits
Chart 121 Retail Channels 2020-2025
Chart 122 Economic Context for Retail Tissue
Chart 123 Real Gdp Growth 2020-2030
Chart 124 Inflation 2020-2030
Chart 125 Consumer Context for Retail Tissue
Chart 126 Population 2020-2030
Chart 127 Consumer Expenditure 2020-2030
Chart 128 Population by Generation 2025
Rx/Reimbursement Adult Incontinence in the Netherlands
Key Data Insights
Insurer Contracts Steer Patient Choices, Favouring Established Brands
Chart 129 Key Industry Trends for Rx/Reimbursement Adult Incontinence
Insurer Contracts Steer Patient Choices, Favouring Established Brands
Chart 130 TENA is a Frequent Choice Due to Their Market Leadership Status
Abena Responds to Sustainability and Efficiency Demands
Chart 131 ABENA Responds to Sustainability Demands Through Product Efficiency
Chart 132 Value Sales 2020-2030
Chart 133 Volume Sales 2020-2030
Insurers Tighten Contracts as Demand Remains Resilient
Healthcare Providers Drive Sustainability and Waste Reduction Initiatives
Chart 134 Analyst Insight for Rx/Reimbursement Adult Incontinence
Chart 135 Forecast Value Sales 2020-2030
Chart 136 Economic Context for Rx/Reimbursement Adult Incontinence
Chart 137 Real Gdp Growth 2020-2030
Chart 138 Inflation 2020-2030
Chart 139 Consumer Context for Rx/Reimbursement Adult Incontinence
Chart 140 Population 2020-2030
Chart 141 Consumer Expenditure 2020-2030
Chart 142 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)
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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
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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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