Tissue and Hygiene in the Netherlands
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.
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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