While the usage of most household paper products remains steady, facial tissue consumption continues to decline, particularly among younger consumers. This demographic tends to use other paper products to wipe their nose and primarily turns to tissues only when unwell. To reignite interest, brands can innovate in features like flu-relief ingredients or cosmetic benefits, such as oil control, to expand usage occasions.
Despite the bulky nature of paper products, which makes them well suited for online shopping, they are still purchased less frequently online, at only 20%, compared to other household care items. Key barriers include high delivery costs (33%) and the perception that shopping online is less environmentally friendly (29%). These issues can be addressed with same-day delivery for urban-dwelling customers as well as bundled product offerings to reduce shipping expenses.
Sustainability remains a critical factor, with 41% of household care shoppers opting for eco-friendly household paper products. However, challenges persist, such as the perceived inferiority of unbleached paper products and uncertainty around alternative fibres. To stay competitive, brands should educate consumers about the benefits of sustainable alternatives and invest in bolstering unbleached paper’s image to meet consumer and regulatory demands.
Sustainability remains key, but household paper brands can differentiate themselves further by centring softness and innovating with skin-friendly ingredients.
Yasemin Holtemayer, Household Care Research Analyst, Germany
The German household paper product market comprises three basic product types:
This Report includes moistened or scented varieties of toilet and facial tissues, napkins and serviettes as well as recycled versions of all three varieties.
Mintel is the world’s leading market intelligence agency. We show you how consumers think today and tomorrow. As a trusted partner to industry leaders, we deliver game-changing insights to businesses across the globe, fuelling their marketing and innovation strategies that will shape the future.
Access high-quality market research with every purchase of Mintel’s consumer reports. Here’s what else is included in your report purchase:
From consumer reports to customised growth strategies. We have an option to suit your business requirements.
Find out more£ 5,000 – £ 21,600
Mintel’s 2024-25 Global Outlook on Sustainability: A Consumer Study is designed to help you understand what brands and companies should prioritise in order to educate consumers and ensure...
Find out more£ 495
Dishwashing Products - Germany by Mintel Market Sizes provides you with annual year-end market size data, most recently updated in 2024. This market comprises all products for hand...
Find out more£ 2,195
Sustainability in household care is changing. Though eco-friendly product purchases have dropped since 2023, it doesn’t necessarily mean interest in sustainability is fading. Instead, it reflects the growing...
Find out more£ 495
Paper Products - Germany by Mintel Market Sizes provides you with annual year-end market size data, most recently updated in 2023. This market covers toilet paper, facial tissues...
Find out more£ 2,195
Despite 55% of Germans with cleaning responsibilities believing insect pest control products are dangerous, 43% of them still...
Find out more£ 2,195
In Germany, the economic landscape remains challenging due to ongoing inflation, impacting consumer spending power, particularly in pet and household care products. Indeed, pet ownership trends reveal that...
Find out more
We have such a great working relationship with Mintel on lots of different levels. As an insight partner, they have helped us to develop our business planning in specific categories as well as supporting our creative process but they’ve also been super helpful with facilitating our events in their inspirational offices near St Paul’s.
They’re an innovative company, with a client-focused team that always delivers.
At Jackman, we believe that powerful strategies are based on human insight. Mintel’s leading-edge reports and insights into consumer attitudes and behaviors are an important input as we develop and execute strategy.
We use Mintel to inform our thinking and reinforce strategy. If you’re presenting new ideas, it’s essential they are underpinned by robust data and evidence, and clearly rooted in fact.
Mintel gives us all that. It’s a great brand and one that is trusted by clients.
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.
We’ve found it so useful working more closely with Mintel. They helped support our recent flagship event for our top suppliers by providing a really unique viewpoint on the future of online retailing.
Nick Carroll from their Retail Team was also an excellent panelist, sharing useful and actionable consumer insights. We definitely look forward to working with Mintel again on future projects.
From consumer reports to customised growth strategies. We have an option to suit your business requirements.
Find out more
