Sanitary Product Manufacturing in Germany - Market Research Report (2013-2028)
Frankfurt, Germany
Last Updated: November 2023
WZ C17.22DERevenue
€7.2bn
Past 5-Year Growth
Profit
€XXX.Xm
Employees
22,483
Businesses
45
Wages
€X.Xbn
Sanitary Product Manufacturing in Germany industry analysis
The sector for the manufacture of household and hygiene articles made of paper developed largely stably over the past five years, but recorded a slight decline in sales. Since 2018, the industry's sales decreased by an average of 1.3% per year. This slight decline in sales can be explained by the strong competition within the industry and the high market power of important customer groups in the retail sector. In addition, competition has intensified as a result of imports from abroad and foreign manufacturers are entering the German market more strongly. High energy prices also led to isolated production interruptions at some of the leading players over the past two years.The outbreak of the coronavirus pandemic in spring 2020 had ambivalent effects on the development of the industry. While consumer demand initially rose significantly in 2020 due to a higher proportion of home workers and increased stockpiling, demand from bulk buyers such as offices, schools, and the hotel and catering industry fell. In 2021, consumers gradually liquidated their inventories and therefore purchased lower volumes of key industry products such as toilet paper. At the same time, business with corporate customers slowly began to recover. For 2023, IBISWorld expects the industry to generate sales of €7.2 billion. This represents a decrease of 1.8% compared to 2022.IBISWorld expects a slightly positive sales trend in the industry over the next five years. Sales are expected to increase by an average of 1.3% per year and reach €7.7 billion in 2028. Important product groups such as diapers and incontinence products are expected to develop positively. Manufacturers are hoping for a growing market for adult incontinence products in particular, due to demographic change. Further improvements in the sustainability of products and the energy efficiency of production are also expected to have a positive impact on the revenues of industry players in the long term.
Trends and Insights
- Demographic change offers growth prospects for manufacturers of incontinence products. Due to the aging population, more and more adult diapers are likely to be in demand in the future, prompting manufacturers to invest in improving such products.
- Toilet paper is the most important product in the industry. Demand is closely linked to population size and is relatively independent of economic developments. Consumers mostly prefer the private labels.
- Most of the tissue paper manufacturers' operations are located in the center of Germany. Within the region, the plants of the industry players are concentrated in North Rhine-Westphalia and Rhineland-Palatinate.
- Competition in the industry is extremely intense. This is due to the fact that the products produced often do not have special features that allow customers to form a preference. Therefore, industry players compete primarily on price.
Industry Overview
Market size and recent performance (2013-2028)
Industry revenue has declined at a CAGR of 1.3 % over the past five years, to reach an estimated €7.2bn in 2023.
Trends and Insights
Paper household and hygiene products are fast-moving consumer goods with stable demand
- Paper household and hygiene products are an essential part of life. Many products in the industry are difficult to replace and are generally in consistent and uniform demand as well as being consumed. Therefore, they generate stable demand that is relatively independent of external influencing factors such as the economic situation or the development of household incomes.
- Additional trends and insights available with purchase
Source: IBISWorld
Industry outlook (2024-2029)
Market size is projected to grow over the next five years.
Trends and Insights
Despite increased hygiene awareness, sales are not expected to increase in most product segments
- Although the population's health and hygiene awareness increased during the Corona pandemic, this did not lead to a sustained increase in consumption in many product segments.
Biggest companies in the Sanitary Product Manufacturing in Germany
| Company | Market Share (%)
2023 | Revenue (€m)
2023 |
|---|---|---|
Essity AB | 1,231.0 | |
Wepa SE | 538.0 | |
Metsä Tissue GmbH | 378.0 |
To view the market share and analysis for all 4 top companies in this industry, view purchase options.
Products & Services Segmentation
Source: IBISWorld
Industry revenue is measured across several distinct product and services lines, including Toilet paper, Paper towels and Diapers. Toilet paper is the largest segment of the Sanitary Product Manufacturing in Germany.
Trends and Insights
Toilet paper is the most important product in the industry
- The manufacture of toilet paper represents the largest product category in the industry in terms of sales. Toilet paper can be made from pulp, obtained from wood and fibers such as straw and eucalyptus, or from recovered paper.
- More insights available in the full report
Widen you competitive advantage with related industries
Competitors
- There are no industries to display.
Complementors
- Paper & Paperboard Manufacturing in Germany
International industries
- Sanitary Paper Product Manufacturing in the US
- Sanitary Paper Product Manufacturing in Canada
- Sanitary Paper Product Manufacturing in Australia
- Sanitary Product Manufacturing in the UK
Table of Contents
About this industry
Industry definition
The paper household and hygiene products manufacturing industry includes the production of household and hygiene products from various types of pulp or waste paper. Important products of the industry are toilet and kitchen paper, paper towels, handkerchiefs, paper tablecloths and napkins, handkerchiefs and make-up removal tissues, tampons, sanitary towels and diapers.
What's included in this industry?
Toilet paperPaper towelsDiapersTampons and padsNapkins and tableclothsHandkerchiefsCompanies
Essity ABWepa SEMetsä Tissue GmbHPurchase this report to view all 4 major companies in this industry.
Related Terms
FAST MOVING CONSUMER GOODSCELLULARTISSUE PAPERIndustry Code
WZ 17.22 - Sanitary Product Manufacturing in Germany
Performance
Get an indication of the industry's health through historical, current and forward-looking trends in the performance indicators that make or break businesses.
Analyst insights
Demographic change offers growth prospects for manufacturers of incontinence products. Due to the aging population, more and more adult diapers are likely to be in demand in ...
In this chapter (4)
- Current Performance
- Outlook
- Volatility
- Life Cycle
Key metrics
- Annual Revenue, Recent Growth, Forecast, Revenue Volatility
- Number of Employees, Recent Growth, Forecast, Employees per Business, Revenue per Employee
- Number of Businesses, Recent Growth, Forecast, Employees per Business, Revenue per Business
- Total Profit, Profit Margin, Profit per Business
Charts
- Revenue, including historical (2013-2022) and forecast (2023-2028)
- Employees, including historical (2013-2022) and forecast (2023-2028)
- Businesses, including historical (2013-2022) and forecast (2023-2028)
- Profit, including historical (2013-2023)
- Industry Volatility vs. Revenue Growth
- Industry Life Cycle
Detailed analysis
- Trends in supply, demand and current events that are driving current industry performance
- Expected trends, economic factors and ongoing events that drive the industry's outlook
- Key success factors for businesses to overcome volatility
- How contribution to GDP, industry saturation, innovation, consolidation, and technology and systems influence the industry's life cycle phase.
Products and Markets
Learn about an industry's products and services, markets and trends in international trade.
Analyst insight
Toilet paper is the most important product in the industry. Demand is closely linked to population size and is relatively independent of economic developments. Consumers most...
In this chapter
- Products & Services
- Major Markets
- International Trade
Key metrics
- Largest market segment and value in 2023
- Product innovation level
- Total imports, level and trend
- Total exports, level and trend
- Trade Balance
Charts
- Products & services segmentation in 2023
- Major market segmentation in 2023
- International trade, including imports by country and exports by country
Detailed analysis
- Trends impacting the recent performance of the industry's various segments
- Innovations in the industry's product or service offering, specialization or delivery method
- Key factors that successful businesses consider in their offerings
- Buying segments and key trends influencing demand for industry products and services
- Recent trends in import and export volumes, country of origin or destination, and expected future trends
Geographic Breakdown
Discover where business activity is most concentrated in an industry and the factors driving these trends to find opportunities and conduct regional benchmarking.
Analyst insights
Most of the tissue paper manufacturers' operations are located in the center of Germany. Within the region, the plants of the industry players are concentrated in North Rhine...
In this chapter (1)
- Business Locations
Charts
- Share of revenue, establishment, wages and employment in each region
- Share of population compared to establishments in each region in 2023
Tables
- Number and share of establishments in each region in 2023
- Number and share of revenue each region accounts for in 2023
- Number and share of wages each region accounts for in 2023
- Number and share of employees in each region in 2023
Detailed analysis
- Geographic spread of the industry across Europe, and trends associated with changes in the business landscape
- Key success factors for businesses to use location to their advantage
Competitive Forces
Get data and insights on what's driving competition in an industry and the challenges industry operators and new entrants may face, with analysis built around Porter's Five Forces framework.
Analyst insights
Competition in the industry is extremely intense. This is due to the fact that the products produced often do not have special features that allow customers to form a prefere...
In this chapter (4)
- Concentration
- Barriers to Entry
- Substitutes
- Buyer & Supplier Analysis
Key metrics
- Industry concentration level
- Industry competition level and trend
- Barriers to entry level and trend
- Substitutes level and trend
- Buyer power level and trend
- Supplier power level and trend
Charts
- Market share concentration among the top 4 suppliers from 2018-2023
- Supply chain including upstream supplying industries and downstream buying industries, flow chart
Detailed analysis
- Factors impacting the industry’s level of concentration, such as business distribution, new entrants, or merger and acquisition activity.
- Key success factors for businesses to manage the competitive environment of the industry.
- Challenges that potential industry entrants face such as legal, start-up costs, differentiation, labor/capital intensity and capital expenses.
- Key success factors for potential entrants to overcome barriers to entry.
- Competitive threats from potential substitutes for the industry’s own products and services.
- Key success factors for how successful businesses can compete with substitutes.
- Advantages that buyers have to keep favorable purchasing conditions.
- Advantages that suppliers have to maintain favorable selling conditions.
- Key success factors for how businesses can navigate buyer and supplier power.
Companies
Learn about the performance of the top companies in the industry.
Analyst insights
In the industry of the production of household and hygiene articles made of paper, there is a low market concentration. The leading company by far in the domestic market is t...
In this chapter
- Market Share Concentration
- Companies
- Company Spotlights
Charts
- Industry market share by company in 2019 through 2023
- Major companies in the industry, including market share, revenue, profit and profit margin in 2023
- Overview of Essity AB's performance by revenue, market share and profit margin from 2017 through 2023
- Overview of Wepa SE's performance by revenue, market share and profit margin from 2017 through 2023
- Overview of Metsä Tissue GmbH's performance by revenue, market share and profit margin from 2017 through 2023
- Overview of revenue, market share and profit margin trend for one additional company
Detailed analysis
- Description and key data for Essity AB, and factors influencing its performance in the industry
- Description and key data for Wepa SE, and factors influencing its performance in the industry
- Description and key data for Metsä Tissue GmbH, and factors influencing its performance in the industry
- Description, key data and performance trends for one additional company
External Environment
Understand the demographic, economic and regulatory factors that shape how businesses in an industry perform.
Analyst insights
Under the EU Timber Regulation, industry players must ensure that the wood they use in production comes from legal logging. The corresponding proof must be provided by comply...
In this chapter
- External Drivers
- Regulation & Policy
- Assistance
Key metrics
- Regulation & policy level and trend
- Assistance level and trend
Charts
- Regulation & Policy historical data and forecast (2013-2028)
- Assistance historical data and forecast (2013-2028)
Detailed analysis
- Demographic and macroeconomic factors influencing the industry, including Regulation & Policy and Assistance
- Major types of regulations, regulatory bodies, industry standards or specific regulations impacting requirements for industry operators
- Key governmental and non-governmental groups or policies that may provide some relief for industry operators.
Financial Benchmarks
View average costs for industry operators and compare financial data against an industry's financial benchmarks over time.
Analyst insights
The profit margin of the industry is very low. The intense competition in the industry and the high market power of the main customers limit the profit.
In this chapter
- Cost Structure
- Financial Ratios
- Key Ratios
Key metrics
- Profit margin, and how it compares to the sector-wide margin
- Average wages, and how it compares to the sector-wide average wage
- Largest cost component as a percentage of revenue
- Industry average ratios for days' receivables, industry coverage and debt-to-net-worth ratio
Charts
- Average industry operating costs as a share of revenue, including purchases, wages, depreciation, utilities, rent, other costs and profit in 2023
- Average sector operating costs as a share of revenue, including purchases, wages, depreciation, utilities, rent, other costs and profit in 2023
- Investment vs. share of economy
Data tables
- Cash Flow & Debt Service Ratios (2013-2028)
- Revenue per Employee (2013-2028)
- Revenue per Enterprise (2013-2028)
- Employees per Establishment (2013-2028)
- Employees per Enterprise (2013-2028)
- Average Wage (2013-2028)
- Wages/Revenue (2013-2028)
- Establishments per Enterprise (2013-2028)
- IVA/Revenue (2013-2028)
- Imports/Demand (2013-2028)
- Exports/Revenue (2013-2028)
Detailed analysis
- Trends in the cost component for industry operators and their impact on industry costs and profitability
Key Statistics
Industry Data
Data Tables
Including values and annual change:
- Revenue (2013-2028)
- IVA (2013-2028)
- Establishments (2013-2028)
- Enterprises (2013-2028)
- Employment (2013-2028)
- Exports (2013-2028)
- Imports (2013-2028)
- Wages (2013-2028)
Methodology
How are IBISWorld reports created?
IBISWorld has been a leading provider of trusted industry research for over 50 years to the most successful companies worldwide. With offices in Australia, the United States, the United Kingdom, Germany and China, we are proud to have local teams of analysts that conduct research, data analysis and forecasting to produce data-driven industry reports.
Our analysts start with official, verified and publicly available sources of data to build the most accurate picture of each industry. Analysts then leverage their expertise and knowledge of the local markets to synthesize trends into digestible content for IBISWorld readers. Finally, each report is reviewed by one of IBISWorld’s editors, who provide quality assurance to ensure accuracy and readability.
IBISWorld relies on human-verified data and human-written analysis to compile each standard industry report. We do not use generative AI tools to write insights, although members can choose to leverage AI-based tools within the platform to generate additional analysis formats.
What data sources do IBISWorld analysts use?
Each industry report incorporates data and research from government databases, industry-specific sources, industry contacts, and our own proprietary database of statistics and analysis to provide balanced, independent and accurate insights.
Key data sources in Germany include:
- German Federal Statistics Office (Destatis)
- European Statistics Office (Eurostat)
- United Nations Comtrade
Analysts also use industry specific sources to complement catch-all sources, although their perspective may focus on a particular organization or representative body, rather than a clear overview of all industry operations. However, when balanced against other perspectives, industry-specific sources provide insights into industry trends.
These sources include:
- Industry and trade associations
- Industry federations or regulators
- Major industry players annual or quarterly filings
Finally, IBISWorld’s global data scientists maintain a proprietary database of macroeconomic and demand drivers, which our analysts use to help inform industry data and trends. They also maintain a database of statistics and analysis on thousands of industries, which has been built over our more than 50-year history and offers comprehensive insights into long-term trends.
How does IBISWorld forecast its data?
IBISWorld’s analysts and data scientists use the sources above to create forecasts for our proprietary datasets and industry statistics. Depending on the dataset, they may use regression analysis, multivariate analysis, time-series analysis or exponential smoothing techniques to project future data for the industry or driver. Additionally, analysts will leverage their local knowledge of industry operating and regulatory conditions to impart their best judgment on the forecast model.
IBISWorld prides itself on being a trusted, independent source of data, with over 50 years of experience building and maintaining rich datasets and forecasting tools. We are proud to be the keystone source of industry information for thousands of companies across the world.
Learn more about our methodology and data sourcing on the Help Center.
Frequently Asked Questions
Unlock comprehensive answers and precise data upon purchase. View purchase options.
What is the market size of the Sanitary Product Manufacturing industry in Germany in 2024?
The market size of the Sanitary Product Manufacturing industry in Germany is €7.2bn in 2024.
How many businesses are there in the Sanitary Product Manufacturing in Germany industry in 2023?
There are 45 businesses in the Sanitary Product Manufacturing industry in Germany, which has declined at a CAGR of 1.7 % between 2018 and 2023.
Has the Sanitary Product Manufacturing industry in Germany grown or declined over the past 5 years?
The market size of the Sanitary Product Manufacturing industry in Germany has been declining at a CAGR of 1.3 % between 2018 and 2023.
What is the forecast growth of the Sanitary Product Manufacturing industry in Germany over the next 5 years?
Over the next five years, the Sanitary Product Manufacturing industry in Germany is expected to grow.
What are the biggest companies in the Sanitary Product Manufacturing market in Germany?
The biggest companies operating in the Sanitary Product Manufacturing market in Germany are Essity AB, Wepa SE and Metsä Tissue GmbH
What does the Sanitary Product Manufacturing in Germany include?
Toilet paper and Paper towels are part of the Sanitary Product Manufacturing industry.
Which companies have the highest market share in the Sanitary Product Manufacturing in Germany?
The company holding the most market share in Germany is Essity AB.
How competitive is the Sanitary Product Manufacturing industry in Germany?
The level of competition is high and steady in the Sanitary Product Manufacturing industry in Germany.
