Tissue and Hygiene in the Netherlands

Abstract
Tissue and hygiene experienced positive value sales growth in 2022 due to high inflation. Volume sales were however down slightly as consumers turned to more sustainable solutions such as reusable tissue and hygiene products. Inflation in the Netherlands increased to high levels in the second half of the year prompting consumers to be cautious, choosing to forgo some products, look for bargains and visit more channels for the purpose of price comparison.

Euromonitor International's Tissue and Hygiene in Netherlands report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2018-2022, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they new product developments, distribution or pricing issues. Forecasts to 2027 illustrate how the market is set to change.

Product coverage: Away-from-Home Tissue and Hygiene, Retail Tissue and Hygiene, Rx/Reimbursement adult incontinence, Total Tissue and Hygiene.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Tissue and Hygiene market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Content
Tissue and Hygiene in the Netherlands
March 2023

List Of Contents And Tables

TISSUE AND HYGIENE IN THE NETHERLANDS
EXECUTIVE SUMMARY
Tissue and hygiene in 2022: The big picture
2022 key trends
Established companies engage in price promotions as many consumers turn to private label
Slowdown in e-commerce sales in tissue and hygiene as fears of contagion diminish
What next for tissue and hygiene?
MARKET INDICATORS
Table 1 Birth Rates 2017-2022
Table 2 Infant Population 2017-2022
Table 3 Female Population by Age 2017-2022
Table 4 Total Population by Age 2017-2022
Table 5 Households 2017-2022
Table 6 Forecast Infant Population 2022-2027
Table 7 Forecast Female Population by Age 2022-2027
Table 8 Forecast Total Population by Age 2022-2027
Table 9 Forecast Households 2022-2027
MARKET DATA
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2017-2022
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2017-2022
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2018-2022
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2019-2022
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2017-2022
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2017-2022
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2022
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2022-2027
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 1 Research Sources
SANITARY PROTECTION IN THE NETHERLANDS
KEY DATA FINDINGS
2022 DEVELOPMENTS
Sanitary protection volume sales decline
Consumers motivated by sustainability choose alternatives
Sanitary protection manufacturers focus on different sizes to fit a variety of women
PROSPECTS AND OPPORTUNITIES
Volume sales of sanitary protection dampened by reusable alternatives
More emphasis on the reduction in sanitary protection over the forecast period
Innovations in sanitary protection are limited over the forecast period
CATEGORY DATA
Table 19 Retail Sales of Sanitary Protection by Category: Value 2017-2022
Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2017-2022
Table 21 Retail Sales of Tampons by Application Format: % Value 2017-2022
Table 22 NBO Company Shares of Retail Sanitary Protection: % Value 2018-2022
Table 23 LBN Brand Shares of Retail Sanitary Protection: % Value 2019-2022
Table 24 Forecast Retail Sales of Sanitary Protection by Category: Value 2022-2027
Table 25 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2022-2027
NAPPIES/DIAPERS/PANTS IN THE NETHERLANDS
KEY DATA FINDINGS
2022 DEVELOPMENTS
Nappies/diapers/pants faces a decline in volume sales in 2022
Competition in nappies/diapers/pants intensifies as established brands struggle to increase volume sales
Municipalities inspire parents to adopt reusable nappies/pants for their offspring
PROSPECTS AND OPPORTUNITIES
Nappies/diapers/pants declines slightly in volume sales over the forecast period
Eco brands in nappies/diapers/pants grow in popularity while large manufacturers engage in takeovers
Despite growth in reusable nappies/diapers, nappies/diapers/pants continues to dominate
CATEGORY DATA
Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2017-2022
Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2017-2022
Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2018-2022
Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2019-2022
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2022-2027
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2022-2027
RETAIL ADULT INCONTINENCE IN THE NETHERLANDS
KEY DATA FINDINGS
2022 DEVELOPMENTS
Retail adult incontinence records volume growth driven by ageing population
Disposable incontinent pants grow from a niche base
Brands characterise retail adult incontinence although patients also seek out cheaper alternatives
PROSPECTS AND OPPORTUNITIES
Positive outlook for retail adult incontinence volume sales over the forecast period
Retail adult incontinence included in waste reduction initiatives
Reusable washable incontinent pants grows from a niche base
CATEGORY DATA
Table 32 Sales of Retail Adult Incontinence by Category: Value 2017-2022
Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2017-2022
Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2018-2022
Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2019-2022
Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2022-2027
Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2022-2027
WIPES IN THE NETHERLANDS
KEY DATA FINDINGS
2022 DEVELOPMENTS
Wipes records value growth driven by high inflation in 2022
Personal care wipes driven by product innovations
Environmental concerns limit demand for impregnated wet wipes
PROSPECTS AND OPPORTUNITIES
Generally positive trend for sales of wipes over the forecast period
Innovations in wipes limited to the improvement of existing products rather than new product launches
Reusable wipes grows from a niche base in personal care wipes
CATEGORY DATA
Table 38 Retail Sales of Wipes by Category: Value 2017-2022
Table 39 Retail Sales of Wipes by Category: % Value Growth 2017-2022
Table 40 NBO Company Shares of Retail Wipes: % Value 2018-2022
Table 41 LBN Brand Shares of Retail Wipes: % Value 2019-2022
Table 42 Forecast Retail Sales of Wipes by Category: Value 2022-2027
Table 43 Forecast Retail Sales of Wipes by Category: % Value Growth 2022-2027
RETAIL TISSUE IN THE NETHERLANDS
KEY DATA FINDINGS
2022 DEVELOPMENTS
Retail tissue resilient as volume sales stabilise in 2022
Consumers return to basics as they shun unnecessary products
Manufacturers increase their use of alternative materials as consumers demand sustainable tissue
PROSPECTS AND OPPORTUNITIES
Increasing volume sales of retail tissue over the forecast period
Sustainable choices drive consumers towards reusable products
Manufacturers of retail tissue remain concerned about sustainability and cost efficiencies
CATEGORY DATA
Table 44 Retail Sales of Tissue by Category: Value 2017-2022
Table 45 Retail Sales of Tissue by Category: % Value Growth 2017-2022
Table 46 NBO Company Shares of Retail Tissue: % Value 2018-2022
Table 47 LBN Brand Shares of Retail Tissue: % Value 2019-2022
Table 48 Forecast Retail Sales of Tissue by Category: Value 2022-2027
Table 49 Forecast Retail Sales of Tissue by Category: % Value Growth 2022-2027
AWAY-FROM-HOME TISSUE AND HYGIENE IN THE NETHERLANDS
KEY DATA FINDINGS
2022 DEVELOPMENTS
Away-from-home tissue and hygiene grows as businesses rebound from lockdowns
Inflation pushes prices up resulting in high value sales
Away-from-home hygiene sales benefit from demographics
PROSPECTS AND OPPORTUNITIES
Steady growth of away-from-home tissue and hygiene sales over the forecast period
Away-from-home tissue and hygiene faces sustainability challenges over the forecast period
Ageing population benefits away-from-home hygiene over the forecast period
CATEGORY DATA
Table 50 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2017-2022
Table 51 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2017-2022
Table 52 Sales of Away-From-Home Paper Towels by Type: % Value 2017-2022
Table 53 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2017-2022
Table 54 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2022
Table 55 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2022-2027
Table 56 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2022-2027
RX/REIMBURSEMENT ADULT INCONTINENCE IN THE NETHERLANDS
KEY DATA FINDINGS
2022 DEVELOPMENTS
Restrictive health care costs lead to a decline in volume sales in Rx/reimbursement adult incontinence
Government encourages the use of washable incontinent alternatives
Focus on preventive measures further reduces the number of users of Rx/reimbursement adult incontinence
PROSPECTS AND OPPORTUNITIES
Volume sales slowdown as the government aims to reduce health care costs
Growing popularity of sustainable reusable Rx/reimbursement adult incontinence over the forecast period
Preventive measures remain at the core as costs skyrocket with no intervention
CATEGORY DATA
Table 57 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2017-2022
Table 58 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2017-2022
Table 59 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2022-2027
Table 60 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2022-2027