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Wipes in the Netherlands

Publisher Euromonitor International
Published Apr 23, 2026
Length 36 Pages
SKU # EP21149161

Description

In 2025, wipes in the Netherlands recorded retail current value sales of EUR139 million, reflecting a continued upward trajectory after years of strong expansion. Growth reached 3% in retail value terms, slightly slowed from 2023 and 2024, as the market adjusted to stabilising input costs and easing inflation. Performance s is better than many non-durable consumer goods in Western Europe, where high single-use plastic scrutiny and changing consumption habits shape demand. Lower input costs for f...

Euromonitor International's Wipes 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 2021-2025, 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 2030 illustrate how the market is set to change.

Product coverage: Home Care Wipes and Floor Cleaning Systems, Personal Wipes.

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

Why buy this report?
* Get a detailed picture of the Wipes 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.

Table of Contents

36 Pages
Wipes in the Netherlands
Euromonitor International
April 2026
List Of Contents And Tables
WIPES IN THE NETHERLANDS
Key Data Insights
2025 Developments
Personal Wipes Leads with Clean Natural Formulations
Key Industry Trends
CHART 1 Key Industry Trends for Wipes
Industry Performance
CHART 2 Pampers Harmonie Reflects Clean Wellness Trend
Convenience Reshapes Consumer Expectations
CHART 3 Page Fris En Schoon Moist Toilet Wipes Offer Convenience
Sustainability Pressures Drive Reformulation
CHART 4 Value Sales 2020-2030
CHART 5 Value Sales by Category 2025
What's Next?
Dutch Drugstores Use Private Label to Set New Standards
Baby Wipes to Remain Resilient as Reusable Options Gain Traction
CHART 6 Analyst Insight for Wipes
CHART 7 Forecast Value Sales 2020-2030
CHART 8 Forecast Value Sales by Category 2025-2030
Competitive Landscape
Private Label Gains Ground As Promotional Offers Reshape Consumer Choices
CHART 9 Company Shares 2025
CHART 10 Brand Shares 2025
Channels
Kruidvat and Etos Outperform Supermarkets by Leveraging Private Label Strength
Bol.Com and Drugstore Websites Accelerate Bulk Sales of Baby Wipes Online
CHART 11 Retail Channels 2020-2025
Economic Context
CHART 12 Economic Context for Wipes
CHART 13 Real Gdp Growth 2020-2030
CHART 14 Inflation 2020-2030
Consumer Context
CHART 15 Consumer Context for Wipes
CHART 16 Population 2020-2030
CHART 17 Population by Generation 2025
Country Reports Disclaimer
CHART 18 Key Industry Trends for Tissue and Hygiene
CHART 19 Care is Positioned as Affordable Luxury
CHART 20 Seni's Active Offers Pants Suitable for an Active Lifestyle
CHART 21 Value Sales 2020-2030
CHART 22 Value Sales by Category 2025
CHART 23 Analyst Insight for Tissue and Hygiene
CHART 24 Forecast Value Sales 2020-2030
CHART 25 Forecast Value Sales by Category 2025-2030
CHART 26 Company Shares 2025
CHART 27 Brand Shares 2025
CHART 28 Retail Channels 2020-2025
CHART 29 Economic Context for Tissue and Hygiene
CHART 30 Real Gdp Growth 2020-2030
CHART 31 Inflation 2020-2030
CHART 32 Consumer Context for Tissue and Hygiene
CHART 33 Population 2020-2030
CHART 34 Consumer Expenditure 2020-2030
CHART 35 Population by Generation 2025
TISSUE AND HYGIENE IN THE NETHERLANDS
Executive Summary
Albert Heijn Shifts Value Focus with Affordable Luxury Private Label
Key Data Insights
Key Industry Trends
Industry Performance
Edet’S Coreless Launch Raises Sustainability Standards and Brand Value
Seni Active Normalises Incontinence with Discreet, Lifestyle-Led Solutions
What's Next?
Retailers and Brands Shift to Premium and Sustainable Formats to Drive Value
Adult Incontinence Brands Set to Accelerate Innovation as Population Ages and Stigma Falls
Sustainability Requirements to Reshape Portfolios and Supply Chains
Competitive Landscape
Albert Heijn and Branded Leaders Shape Value with Premiumisation
Channels
Albert Heijn and Jumbo Retain Shopper Loyalty through Weekly Convenience
Economic Context
Consumer Context
Country Reports Disclaimer

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