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Away-From-Home Tissue and Hygiene in Germany

Germany AFH tissue market: EUR 1 billion industry in 2012

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2014-02-04 01:01:01 - Away-From-Home Tissue and Hygiene in Germany - a new market research report on

The main player in the Germany AFH tissue market remains SCA Hygiene in 2012. Not only does SCA Hygiene have a very strong brand with Tena in AFH hygiene, but also in AFH tissues with Tork, for example. In AFH hygiene, Paul Hartmann, with MoliMed and Molicare as incontinence product brands, and Attends, with the same named brand, join SCA in the lead. Additional strong brands in AFH tissue are Duni and Papstar Vertriebs GmbH & Co KG.

Compared with the review period CAGR, the performance in 2012, with growth of 3%, is clearly above average in current value terms. 2012 experiences slightly higher growth than in 2011, which was said to be the best year in the review period so



far. Given the fact that the review period also includes years of financial crisis and insecurity, it is no surprise that the years following faced comparatively higher growth, especially with several big (sports) events adding to the already beneficial situation.

Over the forecast period to 2017, constant value sales of AFH tissue and hygiene in Germany are expected to see a slight increase by 1%, with sales reaching €1,048 million; €30 million higher than in 2012. The positive trends and developments working in favour of AFH product sales are expected to mostly remain present in the market over the forecast period, thus granting a further increase of sales. It is not likely, for example, for the demographic development to change rapidly again, slowing down the aging of the German population significantly; neither are perception of sanitary necessities and hygiene standards likely to change.

Key Headlines

- AFH tissue and hygiene grows 3% in current value terms in Germany in 2012, to reach €1.0 billion
- With further positive development in consumer foodservices amongst other channels, comes continuing growth in AFH product sales
- Overall, average unit prices of AFH products show stable development in Germany in 2012
- AFH tissue and hygiene presents a large number of competitors within the market, with a growing number of small local companies trying to invade the ranks of the few large global players
- AFH tissue and hygiene is expected to show a slight growth in constant value terms, with a CAGR of 1% in Germany over the forecast period

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