2021
9
Germany Household Paper Products Market Report 2021
2021-05-21T15:03:14+01:00
REP290D963C_75F4_4E6D_A8CC_16389FE983F8
2195
138549
[{"name":"Paper Products","url":"https:\/\/store.mintel.com\/industries\/household-home\/paper-products"}]
Report
en_GB
The COVID-19 pandemic has raised the profile of home hygiene and spurred short-term growth in paper products, with opportunities to launch more products with antibacterial and hygiene claims, especially in…

Germany Household Paper Products Market Report 2021

£ 2,195 (Excl.Tax)

Description

Providing the most comprehensive and up-to-date information and analysis of Household Paper Products in Germany including the behaviours, preferences and habits of the consumer.

While men lag behind women in their use of household paper products, the pandemic has increased their experiences with household paper products. Brands can leverage such experiences post-pandemic to strengthen sales across the category, for instance by positioning facial tissues to men as an on the go personal care product to maintain good hygiene in outside spaces.

Read on to find out more or take a look at all of our Germany Household Market Research

Quickly Understand

  • What is the usage and purchase of household paper products?
  • What is the purpose and change in usage frequency of kitchen towels?
  • What are important purchase factors when buying kitchen towels?
  • What is consumers’ interest in innovations within this market?
  • What new product developments and opportunities for innovation exist in this German market?
  • How does COVID-19 affect the household paper products market including toilet paper, kitchen paper and facial tissues segments?

Covered in this report

Brands mentioned: Alouette, Danke, DM, Duniwell, Edeka, Essity Aktiebolag (publ), Floralys, Hakle GmbH, Kimberly-Clark Corporation, Pandoo, Regina, REWE, Sofidel S.p.A., Soffione, Soft Star, Tempo, Zewa, etc.

Products covered: 

The German household paper products market comprises three basic product types:

  • Toilet tissue
  • Kitchen towels
  • Facial tissues

Moistened or scent-impregnated varieties of toilet and facial tissues are included, as are recycled versions of all three varieties.

Expert analysis from a specialist in the field

Written by Dr. Christina Wessels, a leading analyst in the Household sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The COVID-19 pandemic has raised the profile of home hygiene and spurred short-term growth in paper products, with opportunities to launch more products with antibacterial and hygiene claims, especially in the kitchen roll category.

Dr. Christina Wessels
Senior Analyst – Household & Leisure

Table of Contents

  1. EXECUTIVE SUMMARY

    • Key issues covered in this Report
    • A note on COVID-19
    • Impact of COVID-19 on household paper products
    • Market context
    • Mintel predicts
    • What consumers want, and why
    • Graph 1: purpose for using kitchen roll, December 2020
    • Opportunities
    • The competitive landscape
    • Marketing mix
  2. MARKET DRIVERS

    • COVID-19 and the German economy
    • Graph 2: key economic data, in real terms, 2019-22
    • Graph 3: [no title]
    • Graph 4: [no title]
    • Graph 5: household final consumption compared with previous period, percentage change, 2020
    • Ageing population
    • Graph 6: percentage of total population by age band, 2020, 2025 & 2030
    • Household size
    • Graph 7: share of households by size, 1991 & 2019
    • Sustainability
  3. WHAT CONSUMERS WANT, AND WHY

    • Impact of COVID-19 on consumer behaviour
    • Graph 8: Mintel’s COVID-19 exposure anxiety index, 3 March 2020-12 April 2021
    • Graph 9: Mintel’s COVID-19 lifestyle concerns index, 3 March 2020-12 April 2021
    • Use and purchase of household paper products
    • Graph 10: use of household paper products in the last month, December 2020
    • Graph 11: use of household paper products in the last month, by gender, December 2020
    • Graph 12: use of household paper products in the last month, by income, December 2020
    • Graph 13: purchase of household paper products in the last six months, December 2020
    • Graph 14: purchase of household paper products in the last six months (NET), by household size, December 2020
    • Purpose and change in usage frequency of kitchen roll
    • Graph 15: usage frequency of kitchen roll, December 2020
    • Graph 16: using kitchen roll more, by gender and age, December 2020
    • Graph 17: usage frequency of kitchen roll, by parental status, December 2020
    • Graph 18: purpose of kitchen roll use, December 2020
    • Graph 19: use of kitchen roll, by age (selected uses), December 2020
    • Factors considered when purchasing kitchen roll
    • Graph 20: importance of factors when choosing kitchen roll, December 2020
    • Graph 21: importance of factors when choosing kitchen roll, selected factors, by gender, December 2020
    • Graph 22: importance of factors when choosing kitchen roll, interest in design, by age, December 2020
    • Household paper product behaviours
    • Graph 23: household paper product behaviour, December 2020
    • Graph 24: purchased a new brand in the last six months, by gender and age, December 2020
    • Graph 25: starting to purchase household paper products online in the last six months, parent of under-16s, December 2020
    • Graph 26: desire to limit waste, by household size, December 2020
    • Interest in innovations
    • Graph 27: interest in household paper innovations, December 2020
    • Graph 28: interest in household paper innovations, by gender and age (females 16-24), December 2020
    • Graph 29: interest in household paper innovations, by age, December 2020
    • Graph 30: interest in household paper innovations, parents of under-18s, December 2020
    • Attitudes towards household paper products
    • Graph 31: attitudes towards household paper products, December 2020
    • Graph 32: agreement with “Kitchen roll is more hygienic than reusable cloths”, by gender and age, December 2020
    • Graph 33: agreement with “Using kitchen roll as an alternative to cloths is bad for the environment”, by gender and age, December 2020
  4. LAUNCH ACTIVITY AND INNOVATION

    • Graph 34: NPD in household, top five categories, January 2016-March 2021
    • Graph 35: NPD in household paper products, by sub-category, January 2016-March 2021
    • Graph 36: share of NPD in household paper products, by launch type, January 2016-March 2021
    • Graph 37: NPD in household paper products, by leading claims, January 2017-March 2021
    • Graph 38: most appealing on-pack claims when buying household care products, 2019
    • Graph 39: NPD in household paper products, by top 10 companies, 2020
    • Advertising and marketing activity
  5. MARKET SHARE

  6. MARKET SEGMENTATION, SIZE AND FORECAST

    • Forecasting during the COVID-19 pandemic
  7. APPENDIX

    • Appendix – products covered, retail definitions, abbreviations, consumer research methodology and language usage
    • Appendix – market size and forecast

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

The consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

Below is a sample report, understand what you are buying.

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Germany Sample Report Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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