Competitive Landscape
Procter & Gamble Germany Gmbh & Co Operations Ohg Defends Leadership with Swiffer and Pampers
The competitive landscape in wipes remains concentrated, with the top company, Procter & Gamble Germany GmbH & Co Operations oHG, holding a 25% share in 2025. This leadership is followed by dm-Drogerie Markt GmbH & Co KG with 10% and Dirk Rossmann GmbH, Essity AB, and Aldi Group with 8% each.
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Overview:
Understand the latest market trends and future growth opportunities for the Wipes 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.
If you're in the Wipes 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 Wipes 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 Wipes in Germany?
- Which are the leading brands in Wipes in Germany?
- How are products distributed in Wipes 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 Wipes products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Wipes in Germany - Category analysis
Key Data Insights
Affordability and Convenience Drive Consumer Loyalty in Baby Wipes
Affordability and Convenience Drive Consumer Loyalty in Baby Wipes
Sustainability Trends Drive Innovation in Wipes
Wellness-Focus and Quality Ingredients Drive Premiumisation
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
Procter & Gamble Germany Gmbh & Co Operations Ohg Defends Leadership with Swiffer and Pampers
Health and Beauty Specialists Capture Shoppers Seeking Variety and Private Label
Tissue and Hygiene in Germany - Industry Overview
Affordability Fuelled Growth Amid Cautious Spending Habits
Key Data Insights
Affordability Fuelled Growth Amid Cautious Spending Habits
Premium and Wellness Innovation Boosts Growth in Wipes and Wellness Formats
Tena’S Sustainability Initiatives Strengthen Consumer Trust and Loyalty
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
Aldi Group and Procter & Gamble Reinforce Leadership as Private Label Gains Ground
Discounters Extend Lead as Consumers Favour Lower Prices
Country Reports Disclaimer
The following categories and subcategories are included:
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
Wipes
This is the aggregation of personal wipes and household cleaning wipes
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Wipes research and analysis database.
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