Get ahead with Mintel’s tissue and hygiene paper in Germany market forecast and learn how trends are impacting the Household Paper Products Market Germany! Our Market Report about the tissue paper industry in Germany 2023 is packed with insights on German consumer attitudes. By purchasing this report, you’ll have the knowledge about German household paper products market size, market share, and market growth.
Quickly Understand the Tissue Paper Industry in Germany
- The short-, medium- and long-term impact of the economic situation and inflation on the household paper products market Germany.
- Tissue and hygiene paper in Germany market forecast of trends in usage and purchase.
- Important purchase factors for toilet tissue and facial tissue as well as actions taken to save money.
- Recently adopted consumer behaviours as a reaction to the rising cost of living.
- Interest in trying and willingness to pay more for household paper innovations.
- Attitudes towards household paper products.
- Launch activity and innovation opportunities for brands in the tissue paper industry in Germany.
- German household paper products market size and share.
German Household Paper Products Market Overview
The cost-of-living crisis continues to leave its mark on German consumers’ spending habits. While the overall German household paper products market size hasn’t been impacted between 2020 and 2023, there has been lower usage of the three most popular product segments, including kitchen roll.
At the moment, German household paper products market growth is driven by value sales through inflation and subsequent price hikes. With inflation slowing down and consumers continuing to display money-saving behaviours, these value sales are expected to fall. To hold on to their German household paper products market share, brands can prove their relevance with sustainable innovation that resonates with cost-conscious behaviours.
Household Paper Products Market Germany: What Consumers Want and Why
In times of squeezed budgets, consumers look towards own labels and/or reduce their usage of products to alleviate financial stress. Many consumers reduced their overall usage of kitchen roll due to rising prices. To address this, brands can respond by adapting their products to match changing consumer behaviours.
While price increases threaten the German household paper products market, innovation around non-plastic packaging and alternative fibres can keep climate-conscious consumer interest high.
- Tissue Paper Industry Trends: With 59%, softness remains one of the most important purchase factors for consumers.
- Household Paper Products Consumer Behaviour: 27% of German consumers have reduced their overall usage of kitchen roll and tissue paper due to inflation induced price hikes.
- German Household Paper Products Market Opportunities: German consumers are demanding more sustainability efforts. 63% of German buyers are interested in toilet tissue made from agricultural byproducts.
German Household Paper Products Market Opportunities
Brands will be able to retain their German household Paper Products market share by responding to consumer demands for more sustainability, and by adapting their products to changing consumer behaviours due to squeezed incomes.
To learn more about what your audience wants and how you can tap into lucrative opportunities, purchase our full report about the German household paper products market. Changing spending behaviours, sustainability demands, and a gap in education surrounding health and household paper products hold an array of opportunities you can tap into to gain a head start on the future of the tissue paper industry in Germany.
To discover more about the Household Paper Products Market Germany, read our Paper Products in Germany Market Sizes Date Sheet 2023, or take a look at our extensive House and Home Market Research.
Covered in this Report
Products: Toilet tissue (regular, moistened, scented, recycled), kitchen towels (regular or recycled), facial tissues (regular, moistened, scented, recycled), napkins and serviettes (regular or recycled).
Brands: Müller, BambooLogic, Essity, Tempo, dm, Zewa, Elleair, Favora, The Cheeky Panda, Weleda, Cottonelle, Kleenex, Uoma, Hakle, Wepa Mach M!t, Renova, Rossmann, Lidle, Kimberly-Clark, REWE, Netto, Sofidel, and many more.
Expert Insights into the German Household Paper Products Market
This report, written by Yasemin Holtemayer, Research Analyst, delivers in-depth commentary and analysis to highlight German household paper products market volume and trends, and adds expert context to the numbers.
With squeezed budgets, consumers are turning to own labels. Brands can gain an edge by investing in health-related innovation, such as allergy-relieving facial tissues or toilet tissue designed to improve intimate health.
Yasemin Holtemayer
Research Analyst – Household Care, Germany
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EXECUTIVE SUMMARY
- Key issues covered in this Report
- Market context
- Mintel predicts
- Opportunities
- The competitive landscape
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MARKET DRIVERS
- The German economy
- Graph 1: key economic data, in real terms, 2019-24
- Demographic changes
- Sustainability
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WHAT CONSUMERS WANT AND WHY
- Usage and purchase of household paper products
- Graph 2: usage of household paper products in the last month, 2020 vs 2023
- Graph 3: usage of facial tissue in the past month, by gender and age, 2023
- Graph 4: purchase of household paper products in the last six months, by any children, 2023
- Purchase factors
- Graph 5: purchase factors for toilet paper/tissues and facial tissues, 2023
- Interest in household paper product innovation
- Graph 6: interest in innovation, 2023
- Money-saving behaviours
- Attitudes towards household paper products
- Graph 7: attitudes towards household paper products, 2023
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LAUNCH ACTIVITY AND INNOVATION
- Graph 8: NPD in household paper products, by sub-category, 2018-22
- Graph 9: NPD in household paper products, top five categories, 2018-22
- Graph 10: NPD in household paper products, by top five package materials, 2021-22
- Graph 11: share of NPD in household paper products, by launch type, 2020-22
- Graph 12: NPD in household paper products, by leading claims, 2018-22
- Graph 13: NPD in household paper products, by top 10 companies, 2020-22
- Advertising and marketing activity
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MARKET SHARE
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MARKET SIZE, SEgmentation AND FORECAST
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APPENDIX
- Appendix – products covered, abbreviations, consumer research methodology and language usage
- Appendix – market size and central forecast methodology
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