Tissue and Hygiene in the Netherlands
Euromonitor International
August 2022

List Of Contents And Tables

TISSUE AND HYGIENE IN THE NETHERLANDS
EXECUTIVE SUMMARY
Tissue and hygiene sees growth in 2021 amidst less strict lockdowns
Inflation pushes up unit prices in tissue and hygiene in 2021
Manufacturers rethink environmentally-friendly and natural products
E-commerce continues to grow, whilst local shopping becomes more the norm
Tissue and hygiene to remain resilient in the post-pandemic environment
CHART 1 Retail Tissue and Hygiene Value Sales Growth Scenarios: 2019-2026
CHART 2 Retail Tissue and Hygiene Impact of Drivers on Value Sales: 2019-2026
MARKET INDICATORS
Table 1 Birth Rates 2016-2021
Table 2 Infant Population 2016-2021
Table 3 Female Population by Age 2016-2021
Table 4 Total Population by Age 2016-2021
Table 5 Households 2016-2021
Table 6 Forecast Infant Population 2021-2026
Table 7 Forecast Female Population by Age 2021-2026
Table 8 Forecast Total Population by Age 2021-2026
Table 9 Forecast Households 2021-2026
MARKET DATA
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2016-2021
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2016-2021
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2017-2021
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2018-2021
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2016-2021
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2016-2021
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2021
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2021-2026
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
SANITARY PROTECTION IN THE NETHERLANDS
KEY DATA FINDINGS
2021 DEVELOPMENTS
Value growth driven by higher prices and switch to 100% cotton products
Demographics continue to limit volume growth in sanitary protection
Leading brands continue to dominate sanitary protection in 2021
PROSPECTS AND OPPORTUNITIES
Value growth in sanitary protection set to increase amidst a decline in volume sales
Alternatives a threat to volume growth of sanitary protection
Private label set to make gains, whilst online subscription likely to face more competition
CATEGORY DATA
Table 19 Retail Sales of Sanitary Protection by Category: Value 2016-2021
Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2016-2021
Table 21 Retail Sales of Tampons by Application Format: % Value 2016-2021
Table 22 NBO Company Shares of Retail Sanitary Protection: % Value 2017-2021
Table 23 LBN Brand Shares of Retail Sanitary Protection: % Value 2018-2021
Table 24 Forecast Retail Sales of Sanitary Protection by Category: Value 2021-2026
Table 25 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2021-2026
NAPPIES/DIAPERS/PANTS IN THE NETHERLANDS
KEY DATA FINDINGS
2021 DEVELOPMENTS
Nappies/diapers/pants records slight growth in 2021, impacted by COVID-19
Online subscription based-services focus on the natural trend and specialised products
Procter & Gamble leads innovation in nappies/diapers/pants
PROSPECTS AND OPPORTUNITIES
Declining birth rate likely to hinder volume growth, but high prices expected to maintain value growth
New alternative products anticipated to hamper volume sales
Natural and environmentally-friendly products expected to grow over the coming years
CATEGORY DATA
Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2016-2021
Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2016-2021
Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2017-2021
Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2018-2021
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2021-2026
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2021-2026
RETAIL ADULT INCONTINENCE IN THE NETHERLANDS
KEY DATA FINDINGS
2021 DEVELOPMENTS
Healthy growth continues in retail adult incontinence in 2021
Online sales continue to rise, offering opportunities for small players
Leading players attract consumers to their premium products with promotions
PROSPECTS AND OPPORTUNITIES
Demographics and restrictions on reimbursed products to favour growth in retail
Unit price increases and switch to premium-priced products set to boost growth
Lack of innovation in retail adult incontinence will result in more small eco brands
CATEGORY DATA
Table 32 Sales of Retail Adult Incontinence by Category: Value 2016-2021
Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2016-2021
Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2017-2021
Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2018-2021
Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2021-2026
Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2021-2026
RX/REIMBURSEMENT ADULT INCONTINENCE IN THE NETHERLANDS
KEY DATA FINDINGS
2021 DEVELOPMENTS
Tightened regulations hinder volume growth in Rx/reimbursement adult incontinence
Better healthcare means improved products in Rx/reimbursement adult incontinence
Manufacturers push away from pads towards incontinence pants
PROSPECTS AND OPPORTUNITIES
Decline in users of Rx/reimbursement adult incontinence set to continue
Opportunities to offer value-added products that lighten carers' work set to grow
Manufacturers set to focus on value addition to improve growth prospects
CATEGORY DATA
Table 38 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2016-2021
Table 39 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2016-2021
Table 40 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2021-2026
Table 41 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2021-2026
WIPES IN THE NETHERLANDS
KEY DATA FINDINGS
2021 DEVELOPMENTS
Consumers' need to maintain hygiene spurs growth in wipes
Sustainability and the natural trend become increasingly important in wipes
Kimberly-Clark and Procter & Gamble lead wipes
PROSPECTS AND OPPORTUNITIES
Wipes likely to benefit from the ongoing COVID-19 pandemic
Availability of natural and sustainable wipes likely to increase
Established brands and private label to compete fiercely with small eco brands
CATEGORY DATA
Table 42 Retail Sales of Wipes by Category: Value 2016-2021
Table 43 Retail Sales of Wipes by Category: % Value Growth 2016-2021
Table 44 NBO Company Shares of Retail Wipes: % Value 2017-2021
Table 45 LBN Brand Shares of Retail Wipes: % Value 2018-2021
Table 46 Forecast Retail Sales of Wipes by Category: Value 2021-2026
Table 47 Forecast Retail Sales of Wipes by Category: % Value Growth 2021-2026
RETAIL TISSUE IN THE NETHERLANDS
KEY DATA FINDINGS
2021 DEVELOPMENTS
Retail tissue returns to more normal growth in 2021, after a spike in 2020
E-commerce continues to grow, with subscription-based services still dynamic
Kimberly-Clark retains its lead in retail tissue with its brands Page and Kleenex
PROSPECTS AND OPPORTUNITIES
After-effects of COVID-19 expected to influence sales in retail tissue
Innovation in raw materials used for retail tissue likely to push up unit prices
Subscription-based players expected to remain resolute in attracting new customers
CATEGORY DATA
Table 48 Retail Sales of Tissue by Category: Value 2016-2021
Table 49 Retail Sales of Tissue by Category: % Value Growth 2016-2021
Table 50 NBO Company Shares of Retail Tissue: % Value 2017-2021
Table 51 LBN Brand Shares of Retail Tissue: % Value 2018-2021
Table 52 Forecast Retail Sales of Tissue by Category: Value 2021-2026
Table 53 Forecast Retail Sales of Tissue by Category: % Value Growth 2021-2026
AWAY-FROM-HOME TISSUE AND HYGIENE IN THE NETHERLANDS
KEY DATA FINDINGS
2021 DEVELOPMENTS
AFH tissue and hygiene bounces back in 2021 thanks to lifting of most restrictions
AFH tablecloths suffers decline due to fewer meals out for Dutch consumers
Sales of AFH hygiene products rise as a result of the pandemic
PROSPECTS AND OPPORTUNITIES
AFH tissue and hygiene likely to be influenced by the sustainability trend
The pandemic is expected to continue to drive sales in AFH tissue and hygiene
Cultural change to online food ordering and home-cooked meals to hinder growth
CATEGORY DATA
Table 54 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2016-2021
Table 55 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2016-2021
Table 56 Sales of Away-From-Home Paper Towels by Type: % Value 2016-2021
Table 57 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2016-2021
Table 58 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2021
Table 59 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2021-2026
Table 60 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2021-2026