Care Products market in Germany

The German Care Products eCommerce market is predicted to reach US$9,329.3 million by 2024 and accounts for 8.4% of the total eCommerce market in Germany. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 7.2%, resulting in a projected market volume of US$12,336.7 million by 2028. Within the Care Products market ECDB considers the following three sub-markets: Health Care, Personal Care, and Household Care.

Market development

eCommerce revenue development in the Toilet Paper market in Germany

The German Toilet Paper eCommerce market is predicted to reach US$292.3 million by 2024 and accounts for 71.5% of the Hygiene eCommerce market in Germany. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 9.6%, resulting in a projected market volume of US$421.9 million by 2028. The Toilet Paper eCommerce market is a sub-market of the Hygiene market. Further categories within the Hygiene market are: Feminine Hygiene, Handkerchiefs, and Other Hygiene.

eCommerce revenue development in the Toilet Paper market in Germany

in million US$

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

eCommerce revenue growth in the Toilet Paper market in Germany

in %

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

Net eCommerce revenue split by sub-category

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

20202021202220232024202520262027
Revenue (in mUS$)0.00.00.00.00.00.00.00.0
Growth (in %)71.815.394.357.656.777.666.586.2

Online share

eCommerce online share of the total Toilet Paper market in Germany

The online share refers to the proportion of the retail volume that is transacted via the Internet. It includes purchases via desktop PC, tablet or smartphone, both via website or app. Only retail of physical goods is taken into account. In the German Toilet Paper retail market, the online share is 38.5% and will increase by an average of 0.1% to 38.6% by 2028.

eCommerce online share of the total Toilet Paper market in Germany

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

20202021202220232024202520262027
Online share (in %)76.7%85.4%37.0%35.2%78.3%43.6%21.0%55.5%

Market definition

Definition of the Toilet Paper market within the Care Products market

Market definition: Care Products > Personal Care > Hygiene > Toilet Paper The category Toilet Paper includes the online trade of toilet paper (e.g. 1-3 ply toilet paper, ultra-soft toilet paper, scented toilet paper) and wet wipes. This category does not cover handkerchiefs. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Toilet paper (e.g. 1-3 ply toilet paper, ultra-soft toilet paper, scented toilet paper)
  • Wet wipes

Out-of-scope

  • Handkerchiefs

Market comparison

The German Toilet Paper market in a global comparison

Market comparison by growth, online share, and revenue in 2023

in %

Source: ECDB analysis