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Wipes in Germany

Publisher Euromonitor International
Published Apr 15, 2026
Length 35 Pages
SKU # EP21132246

Description

In 2025, wipes in Germany continued to deliver steady retail value growth, reaching EUR741 million, an increase of 2% from the previous year. While this growth was below the regional average, it outperformed several neighbouring markets that experienced either slower expansion or faced stagnation due to economic caution and persistent inflationary pressures. Floor cleaning systems was the fastest growing category with 5% current value growth, to reach EUR50 million. However, personal wipes remai...

Euromonitor International's Wipes in Germany 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

35 Pages
Wipes in Germany
Euromonitor International
April 2026
List Of Contents And Tables
WIPES IN GERMANY
Key Data Insights
2025 Developments
Affordability and Convenience Drive Consumer Loyalty in Baby Wipes
Key Industry Trends
CHART 1 Key Industry Trends for Wipes
Industry Performance
Sustainability Trends Drive Innovation in Wipes
CHART 2 Tempo Launches Moist Toilet Paper with Flax
Wellness-Focus and Quality Ingredients Drive Premiumisation
CHART 3 Lillydoo Prebiotic Wipes
CHART 4 Value Sales 2020-2030
CHART 5 Value Sales by Category 2025
What's Next?
Private Label Gains Traction as Consumers Continue to Prioritise Affordability and Quality
Multifunctional Formats and Skin Health Claims to Fuel Growth
Eco-Focussed Innovation to Accelerate as Regulations Drive Sustainability
CHART 6 Analyst Insight for Wipes
CHART 7 Forecast Value Sales 2020-2030
CHART 8 Forecast Value Sales by Category 2025-2030
Competitive Landscape
Procter & Gamble Germany Gmbh & Co Operations Ohg Defends Leadership with Swiffer and Pampers
CHART 9 Company Shares 2025
CHART 10 Brand Shares 2025
Channels
Health and Beauty Specialists Capture Shoppers Seeking Variety and Private Label
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 Consumer Expenditure 2020-2030
CHART 18 Population by Generation 2025
Country Reports Disclaimer
CHART 19 Key Industry Trends for Tissue and Hygiene
CHART 20 Rossmann's XXL Toilet Paper
CHART 21 Lillydoo's Wellness Wipes
CHART 22 Value Sales 2020-2030
CHART 23 Value Sales by Category 2025
CHART 24 Analyst Insight for Tissue and Hygiene
CHART 25 Forecast Value Sales 2020-2030
CHART 26 Forecast Value Sales by Category 2025-2030
CHART 27 Company Shares 2025
CHART 28 Brand Shares 2025
CHART 29 Retail Channels 2020-2025
CHART 30 Economic Context for Tissue and Hygiene
CHART 31 Real GDP Growth 2020-2030
CHART 32 Inflation 2020-2030
CHART 33 Consumer Context for Tissue and Hygiene
CHART 34 Population 2020-2030
CHART 35 Consumer Expenditure 2020-2030
CHART 36 Population by Generation 2025
TISSUE AND HYGIENE IN GERMANY
Executive Summary
Affordability Fuelled Growth Amid Cautious Spending Habits
Key Data Insights
Key Industry Trends
Industry Performance
Premium and Wellness Innovation Boosts Growth in Wipes and Wellness Formats
Tena’S Sustainability Initiatives Strengthen Consumer Trust and Loyalty
What's Next?
Affordability and Value-For-Money to Continue to Take Priority
Eco-Efficient Innovation and Sustainability to Be a Competitive Advantage
Smart Hygiene Solutions and Digitalisation to Reshape Product Strategies
Competitive Landscape
Aldi Group and Procter & Gamble Reinforce Leadership as Private Label Gains Ground
Channels
Discounters Extend Lead as Consumers Favour Lower Prices
Economic Context
Consumer Context
Country Reports Disclaimer

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