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Tissue and Hygiene in the Netherlands

Published Apr 23, 2026
Length 132 Pages
SKU # EP21149201

Description

In 2025, tissue and hygiene in the Netherlands sustained steady value growth, signalling ongoing resilience despite a stabilising environment following earlier price volatility. The market is highly attractive due to its high penetration, robust consumer demand for everyday essentials, and an evolving landscape driven by innovation in convenience, sustainability, and premiumisation, with further upside from demographic shifts such as an expanding population aged 65 and over. Success requires bra...

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 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: 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.

Table of Contents

132 Pages
Tissue and Hygiene in the Netherlands
Euromonitor International
April 2026
List Of Contents And Tables
TISSUE AND HYGIENE IN THE NETHERLANDS
Executive Summary
Albert Heijn Shifts Value Focus with Affordable Luxury Private Label
Key Data Insights
Key Industry Trends
CHART 1 Key Industry Trends for Tissue and Hygiene
Industry Performance
CHART 2 Care is Positioned as Affordable Luxury
Edet’S Coreless Launch Raises Sustainability Standards and Brand Value
Seni Active Normalises Incontinence with Discreet, Lifestyle-Led Solutions
CHART 3 Seni's Active Offers Pants Suitable for an Active Lifestyle
CHART 4 Value Sales 2020-2030
CHART 5 Value Sales by Category 2025
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
CHART 6 Analyst Insight for Tissue and Hygiene
CHART 7 Forecast Value Sales 2020-2030
CHART 8 Forecast Value Sales by Category 2025-2030
Competitive Landscape
Albert Heijn and Branded Leaders Shape Value with Premiumisation
CHART 9 Company Shares 2025
CHART 10 Brand Shares 2025
Channels
Albert Heijn and Jumbo Retain Shopper Loyalty through Weekly Convenience
CHART 11 Retail Channels 2020-2025
Economic Context
CHART 12 Economic Context for Tissue and Hygiene
CHART 13 Real Gdp Growth 2020-2030
CHART 14 Inflation 2020-2030
Consumer Context
CHART 15 Consumer Context for Tissue and Hygiene
CHART 16 Population 2020-2030
CHART 17 Consumer Expenditure 2020-2030
CHART 18 Population by Generation 2025
Country Reports Disclaimer
MENSTRUAL CARE IN THE NETHERLANDS
Key Data Insights
2025 Developments
Albert Heijn Expands Affordable Luxury to Win Price-Conscious Shoppers
Key Industry Trends
CHART 19 Key Industry Trends for Menstrual Care
Industry Performance
CHART 20 Albert Heijn Launches Care – a Product Positioned as Affordable Luxury
Sustainability Drives Adoption of Reusable and Plastic-Free Products
CHART 21 Natracare Offers Products Non-Toxic to the Body and Environment
Clean Wellness Drives Demand for Organic Products
CHART 22 Yoni Menstrual Care Products Made With 100% Organic Cotton
CHART 23 Value Sales 2020-2030
CHART 24 Volume Sales 2020-2030
CHART 25 Value Sales by Category 2025
What's Next?
Private Label to Expand as Reusable Formats Limit Growth
Pantyliners Set to Maintain Lead As Disposable Pants Post Fastest Growth
CHART 26 Analyst Insight for Menstrual Care
CHART 27 Forecast Value Sales 2020-2030
CHART 28 Forecast Value Sales by Category 2025-2030
Competitive Landscape
Procter & Gamble Protects Its Lead as Private Label Chips Away at Share
Yoni Leverages Organic Positioning to Gain Ground among Health-Focused Shoppers
CHART 29 Company Shares 2025
CHART 30 Brand Shares 2025
Channels
Health and Wellness Stores Capture Shoppers with Broad Assortments and Pricing Strategies
CHART 31 Retail Channels 2020-2025
Economic Context
CHART 32 Economic Context for Menstrual Care
CHART 33 Real Gdp Growth 2020-2030
CHART 34 Inflation 2020-2030
Consumer Context
CHART 35 Consumer Context for Menstrual Care
CHART 36 Population 2020-2030
CHART 37 Consumer Expenditure 2020-2030
CHART 38 Population by Generation 2025
Country Reports Disclaimer
NAPPIES/DIAPERS/PANTS IN THE NETHERLANDS
Key Data Insights
2025 Developments
Convenience-Led Innovation Fuels Premium Pants Adoption
Key Industry Trends
CHART 39 Key Industry Trends for Nappies/Diapers/Pants
Industry Performance
CHART 40 Pampers Pants Exemplifies Convenience
Brands and Private Label Compete through Premiumisation
CHART 41 Albert Heijn Launches New Line of Nappies: Extra Dry and Soft
Kruidvat Links High Absorption to Sustainability and Performance Gains
CHART 42 Value Sales 2020-2030
CHART 43 Volume Sales 2020-2030
CHART 44 Value Sales by Category 2025
What's Next?
Parents Shift to Bulk and Online Buying as Population Growth Slows
Eco-Friendly Nappies Gain Traction Amid Green Demand
CHART 45 Analyst Insight for Nappies/Diapers/Pants
CHART 46 Forecast Value Sales 2020-2030
CHART 47 Forecast Value Sales by Category 2025-2030
Competitive Landscape
Pampers and Private Label Shape Consumer Loyalty and Value
CHART 48 Company Shares 2025
CHART 49 Brand Shares 2025
Channels
Kruidvat Leverages Private Label Strength as Parents Seek Value
Comparison Sites and Bulk Buying Accelerate Online Sales Growth
CHART 50 Retail Channels 2020-2025
Economic Context
CHART 51 Economic Context for Nappies/Diapers/Pants
CHART 52 Real Gdp Growth 2020-2030
CHART 53 Inflation 2020-2030
Consumer Context
CHART 54 Consumer Context for Nappies/Diapers/Pants
CHART 55 Population 2020-2030
CHART 56 Consumer Expenditure 2020-2030
CHART 57 Population by Generation 2025
Country Reports Disclaimer
RETAIL ADULT INCONTINENCE IN THE NETHERLANDS
Key Data Insights
2025 Developments
Ageing Population and Inclusivity Fuel Market Expansion
Key Industry Trends
CHART 58 Key Industry Trends for Retail Adult Incontinence
Industry Performance
Convenience and Lifestyle Drive Pants to Lead Moderate and Heavy Needs
CHART 59 This Product Offers Pants for those with an Active Lifestyle
Abena and E-Commerce Platforms Enable Bulk Buying for Value-Conscious Shoppers
CHART 60 Abena Offers Products in Bulk Format with Lower Unit Prices
CHART 61 Value Sales 2020-2030
CHART 62 Volume Sales 2020-2030
CHART 63 Value Sales by Category 2025
What's Next?
Men’S Ranges and Pants Formats to Accelerate New User Adoption
Light Solutions  To Remain Largest Category and Lead Both Volume and Value Growth
CHART 64 Analyst Insight for Retail Adult Incontinence
CHART 65 Forecast Value Sales 2020-2030
CHART 66 Forecast Value Sales by Category 2025-2030
Competitive Landscape
Essity Strengthens Tena’S Dominance through Broad Channel Reach
CHART 67 Company Shares 2025
CHART 68 Brand Shares 2025
Channels
Kruidvat and Etos Attract Loyal Shoppers with In-Store Experiences
Online Drugstores Accelerate Growth as Older Shoppers Embrace Digital Convenience
CHART 69 Retail Channels 2020-2025
Economic Context
CHART 70 Economic Context for Retail Adult Incontinence
CHART 71 Real Gdp Growth 2020-2030
CHART 72 Inflation 2020-2030
Consumer Context
CHART 73 Consumer Context for Retail Adult Incontinence
CHART 74 Population 2020-2030
CHART 75 Consumer Expenditure 2020-2030
CHART 76 Population by Generation 2025
Country Reports Disclaimer
RX/REIMBURSEMENT ADULT INCONTINENCE IN THE NETHERLANDS
Key Data Insights
2025 Developments
Insurer Contracts Steer Patient Choices, Favouring Established Brands
Key Industry Trends
CHART 77 Key Industry Trends for Rx/Reimbursement Adult Incontinence
Industry Performance
CHART 78 TENA is a Frequent Choice Due to Their Market Leadership Status
Abena Responds to Sustainability and Efficiency Demands
CHART 79 ABENA Responds to Sustainability Demands Through Product Efficiency
CHART 80 Value Sales 2020-2030
CHART 81 Volume Sales 2020-2030
What's Next?
Insurers Tighten Contracts as Demand Remains Resilient
Healthcare Providers Drive Sustainability and Waste Reduction Initiatives
CHART 82 Analyst Insight for Rx/Reimbursement Adult Incontinence
CHART 83 Forecast Value Sales 2020-2030
Economic Context
CHART 84 Economic Context for Rx/Reimbursement Adult Incontinence
CHART 85 Real Gdp Growth 2020-2030
CHART 86 Inflation 2020-2030
Consumer Context
CHART 87 Consumer Context for Rx/Reimbursement Adult Incontinence
CHART 88 Population 2020-2030
CHART 89 Consumer Expenditure 2020-2030
CHART 90 Population by Generation 2025
Country Reports Disclaimer
WIPES IN THE NETHERLANDS
Key Data Insights
2025 Developments
Personal Wipes Leads with Clean Natural Formulations
Key Industry Trends
CHART 91 Key Industry Trends for Wipes
Industry Performance
CHART 92 Pampers Harmonie Reflects Clean Wellness Trend
Convenience Reshapes Consumer Expectations
CHART 93 Page Fris En Schoon Moist Toilet Wipes Offer Convenience
Sustainability Pressures Drive Reformulation
CHART 94 Value Sales 2020-2030
CHART 95 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 96 Analyst Insight for Wipes
CHART 97 Forecast Value Sales 2020-2030
CHART 98 Forecast Value Sales by Category 2025-2030
Competitive Landscape
Private Label Gains Ground As Promotional Offers Reshape Consumer Choices
CHART 99 Company Shares 2025
CHART 100 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 101 Retail Channels 2020-2025
Economic Context
CHART 102 Economic Context for Wipes
CHART 103 Real Gdp Growth 2020-2030
CHART 104 Inflation 2020-2030
Consumer Context
CHART 105 Consumer Context for Wipes
CHART 106 Population 2020-2030
CHART 107 Population by Generation 2025
Country Reports Disclaimer
RETAIL TISSUE IN THE NETHERLANDS
Key Data Insights
2025 Developments
Toilet Paper Dominates as Tempo Exemplifies Premiumisation Strategy
Key Industry Trends
CHART 108 Key Industry Trends for Retail Tissue
Industry Performance
CHART 109 Tempo Brand Refresh to Diversify Customer Targeting
Edet Drives Sustainable Innovation to Defend Shelf Space and Value
CHART 110 Essity Launches Coreless Edet Toilet Paper for Sustainability
CHART 111 Value Sales 2020-2030
CHART 112 Volume Sales 2020-2030
CHART 113 Value Sales by Category 2025
What's Next?
Competition Set to Intensify as Innovation Shifts to Practical Upgrades
CHART 114 Analyst Insight for Retail Tissue
CHART 115 Forecast Value Sales 2020-2030
CHART 116 Forecast Value Sales by Category 2025-2030
Competitive Landscape
Lidl, Albert Heijn and Kimberly-Clark Leverage Pricing and Innovation to Sustain Lead
CHART 117 Company Shares 2025
CHART 118 Brand Shares 2025
Channels
Supermarkets and Discounters Shape Tissue Purchasing through Promotions and Convenience
Grocery E-Commerce Sees Steady Gains as Online Shopping Complements In-Store Habits
CHART 119 Retail Channels 2020-2025
Economic Context
CHART 120 Economic Context for Retail Tissue
CHART 121 Real Gdp Growth 2020-2030
CHART 122 Inflation 2020-2030
Consumer Context
CHART 123 Consumer Context for Retail Tissue
CHART 124 Population 2020-2030
CHART 125 Consumer Expenditure 2020-2030
CHART 126 Population by Generation 2025
Country Reports Disclaimer
AWAY-FROM-HOME TISSUE AND HYGIENE IN THE NETHERLANDS
Key Data Insights
2025 Developments
Resilient Expansion Amid Economic Pressures
Key Industry Trends
CHART 127 Key Industry Trends for Away-From-Home Tissue and Hygiene
Industry Performance
Smart Hygiene Systems Transform Care Staff Efficiency
CHART 128 WeSense Sensors Provide an Affordable Way of Tracking Patient Needs
Hygiene and Convenience Drive Demand for Controlled Dispensing
CHART 129 Tork PeakServe Exemplifies Shift to Smart Dispensing
CHART 130 Value Sales 2020-2030
CHART 131 Value Sales by Category 2025
What's Next?
Facility Managers Poised to Adopt High-Efficiency Systems
Away-From-Home Hygiene Set To Expand Amid Ageing Population and Evolving Procurement
CHART 132 Analyst Insight for Away-From-Home Tissue and Hygiene
CHART 133 Forecast Value Sales 2020-2030
CHART 134 Forecast Value Sales by Category 2025-2030
Channels
Horeca Expansion and Hospital Demand Drive Product Uptake
CHART 135 Retail Channels 2020-2025
Economic Context
CHART 136 Economic Context for Away-From-Home Tissue and Hygiene
CHART 137 Real Gdp Growth 2020-2030
CHART 138 Inflation 2020-2030
Consumer Context
CHART 139 Consumer Context for Away-From-Home Tissue and Hygiene
CHART 140 Population 2020-2030
CHART 141 Consumer Expenditure 2020-2030
CHART 142 Population by Generation 2025
Country Reports Disclaimer

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