Germany Intimate Hygiene Market Report 2023
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The intimate hygiene category is ready for disruption. Brands should focus on breaking taboos, driving innovation and engaging non-users, especially men. Henrike Philipp, Junior Research Analyst, Germany…

Germany Intimate Hygiene Market Report 2023

£ 2,195 (Excl.Tax)


Stay ahead of the curve in the German intimate hygiene market and future-proof your business with Mintel’s Feminine Hygiene Germany Report 2023. Our full report is packed with consumer-led market intelligence, the latest trends, and consumer behaviours affecting your industry. Get a 360° view of the intimate hygiene market in Germany including intimate hygiene Germany market size, share and forecasted growth to help you align your strategy with what your audience demands.

Below, we’ve handpicked some key insights from the full report.

Our Feminine Hygiene Germany Report Delivers Key Insights for Market Professionals On

  • What are the short-, medium- and long-term effects of inflation on intimate hygiene in Germany?
  • The usage of intimate hygiene products as well as menstrual and incontinence products.
  • The interest in intimate hygiene products innovation.
  • How are German consumers’ shopping behaviours changing?
  • Launch activity and innovation in the intimate hygiene market in Germany.

German Intimate Hygiene Market Overview

Mintel’s feminine hygiene in Germany market research shows that inflation is currently driving value growth in this category. Due to its non-discretionary nature, consumers will still buy intimate hygiene products but will adopt more savvy shopping behaviours.

The continued breaking down of taboos and barriers, e.g. menopause, the stigma of periods or men using intimate hygiene products, will lead to more users in the category and as a result, will open up more opportunities for brands.

Feminine Hygiene in Germany Market Research: What Consumers Want and Why

  • Feminine Hygiene Market Forecast & Trends: A brand’s focus on naturalness and sustainable products can help prove the value of intimate hygiene products and justify higher prices for shoppers with 35% of buyers demanding more eco-friendly alternatives. This trend will continue and innovation in eco-ethical products will be key. However, the popularity of disposables remains high, counteracting the rise of reusables and consumers’ focus on eco friendliness. Nevertheless, the offer of reusables will grow further and providers of disposables will need to prepare to offer a more holistic approach to the topic to keep up with innovations.
  • German Intimate Hygiene Market Challenges: 50% of consumers do not use intimate hygiene products and 22% of those who experience incontinence do not use any products either. Consumers’ worries about intimate hygiene products need to be dispelled and the inhibition threshold for buying incontinence products needs to be lowered by, e.g. offering discreet delivery boxes. The intimate hygiene market in Germany is ripe for disruption in terms of modernising existing products and giving them a less-clinical feeling while expanding engagement among non-users.
  • German Intimate Hygiene Market Opportunities: Men make up the majority of non-users but 36% of men who have bought intimate hygiene products before are interested in products designed specifically for men.

Feminine Hygiene Market Forecast: What’s Next for Intimate Hygiene in Germany?

To learn how to connect with your audience, purchase our full Feminine Hygiene Germany Report. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.


Benefits this market report holds for your business:

  • Expert insights on intimate hygiene in Germany.
  • A detailed German intimate hygiene market outlook.
  • How your business can tap into opportunities to increase your intimate hygiene Germany market share.


Additional features included in your purchase of Mintel’s Feminine Hygiene Germany Report:

  • Interactive Data Book: This gives you access to a consumer confidence tracker that is segmented into 25 different demographic categories.
  • Different Digital Formats: PDF to share with your team, PowerPoint to instantly include our data in your own presentation.
  • Mintel’s Clients Portal: You will be given a log in to our clients portal to access more new data and trend pieces relevant to your industry, and you may browse for more relevant market research reports.

Leading Brands in the German Intimate Hygiene Market and Products covered in this Report

Brands: NeverNot, WooWoo, Essity (TENA), Procter & Gamble, Edgewell Personal Care (carefree), Boots, DM (Jessa), always, SELENACARE, erdbeerwoche, Summer’s Eve, Mantle, Aromatica, Yope, Primavera, Luna Daily, and many more.

Products: Tampons (reusable and disposable), panty liner, sanitary towels (reusable and disposable), menstrual cups, intimate washes, intimate wipes, intimate deodorants, vaginal moisturiser, vaginal serum, and many more.

Expert Insights on the Intimate Hygiene Market in Germany

This report, written by Henrike Philipp, Junior Research Analyst, delivers in-depth commentary on intimate hygiene products to highlight industry trends in the German intimate hygiene market, and adds expert context to the numbers.

The intimate hygiene market in Germany is ready for disruption. Brands should focus on breaking taboos, driving innovation, and engaging non-users, especially men.

Henrike Philipp - Junior Research Analyst
Henrike Philipp
Junior Research Analyst

Table of Contents


    • Key issues covered in this Report
    • Market context
    • Mintel predicts
    • Opportunities
    • The competitive landscape
    • Graph 1: company shares of feminine hygiene products, 2022
    • Graph 2: company shares of adult incontinence products, 2022

    • Graph 3: key economic data, in real terms, 2019-24

    • Usage of menstrual products
    • Graph 4: types of menstrual product used, 2023
    • Graph 5: type of menstrual product used, by age group, 2023
    • Graph 6: types of menstrual products used, by financial situation, 2023
    • Usage of intimate hygiene products
    • Graph 7: types of intimate hygiene products used, 2023
    • Usage of incontinence products
    • Graph 8: usage of incontinence products, 2023
    • Graph 9: types of incontinence products used, by gender, 2023
    • Consumer interest in innovation from sanitary protection, intimate hygiene or incontinence brands
    • Graph 10: interest in innovation from sanitary protection, intimate hygiene or incontinence brands, 2023
    • Savvy shopping behaviours
    • Graph 11: savvy shopping behaviours for sanitary protection, intimate hygiene and incontinence products, 2023

    • Graph 12: top 10 claims in intimate hygiene products, 2020-22
    • Graph 13: intimate hygiene product launches with ethical and environmental claims, 2018-22
    • Advertising and marketing activity


      • Market segmentation

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

    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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