World Market for Retail Tissue and Hygiene

April 2024

As demand for tissue and hygiene products further recovers, key demographic fundamentals and lifestyle factors are back as drivers of category performance. With inflation still imposing pressure on consumer spending, businesses need to benchmark growth strategies against geographical characteristics across categories, consumer routines and preferences, and adjacent life stage wellness needs to be better positioned in a still challenging environment.

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This report comes in PPT.

Key Findings

Category resilience restored by recovery of developing world

Tissue and hygiene remains a resilient industry seeing further demand normalisation in 2023 despite lingering inflation pressure. Improved retail macroeconomics and spending, favourable demographic and population trends and enhanced health routines in key low-penetration regions such as Asia Pacific continue to support category growth, particularly adult incontinence, facial tissues and moist toilet wipes, as well as high-demand formats such as disposable pants and thin menstrual goods.

Back to basics

Inflation-related price sensitivity and sustained health priorities lead to more consumers clamouring for products delivering higher cost-benefit value, as manifested in the further rise of private label. Therefore, businesses have responded with enhanced product design and messaging focused on core product selling points, such as performance, quality, convenience and comfort across use occasions and need states.

Blurring wellness

In the challenging macro context, premiumisation demands businesses to move beyond core product functionalities to adopt a broader wellness positioning by tapping well-known health halo ingredients such as biotics, plant-based and antibacterial, alternative washable and hybrid formats, and multifunctionalities catering to body, mind, emotions and adjacent lifecycle needs.

Digital-led category redefine

As consumers demand more ownership of personal health and wellness and become more sophisticated digitally, businesses will further leverage digital tools to not only improve shopping process but also redefine health routines and carve out new categories. Hygiene is an increasingly dynamic segment, with health monitoring, screening and diagnostics key growth extensions aided by digital developments.

Affordable sustainability

Companies are highlighting ethical sustainability across the supply chain as a part of brand strategy, focusing particularly on plastics reduction through plant-based sourcing and end-of-life management. However, with cost pressure and consumer reluctance to pay more for sustainability, circularity endeavours require sharpened claim choices, transparency and tangible incentives for consumer participation.

Five trends shaping retail tissue and hygiene
2023 sees further demand recovery in retail tissue and hygiene
Inflation extends gap between volume and nominal value growth in 2023
Retail tissues leads incremental growth in 2023, while retail hygiene shows divergent performance
MEA leads forecast growth driven by positive population trends and low saturation
Income-spending gap signals MEA’s affordability priority and APAC’s premiumisation trend
Facial tissues’ growth solidifies APAC’s leadership in retail tissue
Toilet paper tracks sustained per capita volume growth, despite tranforming toilet routines
Businesses tie innovations to evolving use occasions and need gaps to differentiate
Disposable facial cloths, a growth adjacency, gain popularity in APAC
AFH tissue sales below historical levels, echoing travel and foodservice recovery patterns
Toilet paper leads AFH gains, driven by Horeca recovery and back-to-office enforcement
Retail adult incontinence charts fastest growth in retail hygiene across regions
Retail to lead growth of all channels, with moderate/heavy segment outperforming
Absorbency, fit, skin health and convenience underpin key incontinence innovations
Retail incontinence performance can be further shaped by public policies and Rx schemes
Developed markets lead retail adult incontinence consumption, building on income strength
Slim towels a key growth driver for menstrual care, mainly driven by APAC demand
Pant format leads menstrual care penetration in China
India to replace the US as the second largest market in menstrual care by 2028
Diapers witness continued shift towards pants, led by APAC
Improved accessibility, size diversification and feature localisation support pants’ expansion
Skin health, gender inclusivity and specific occasion care form key pillars of diaper innovation
Indonesia to replace Brazil as the third largest market in nappies/diapers/pants
Baby wipes drive bulk of gains in disposable wet wipes, while moist toilet wipes lead growth
Top growth market China witnessing a bathroom renaissance
Clean and antibacterial health attributes drive baby wipes’ expansion across markets
Key baby wipes forecast growth markets deep dive: Mexico to lead forecast incremental growth
Inflation remains a key, yet diminishing, effect on nominal retail tissue and hygiene growth
Growth decomposition shows stronger fundamentals in APAC vs. macro headwinds in LatAm
Unmet potential indicates varied penetration timeline among developing markets
E-commerce shows tapered yet continued growth
E-commerce expansion carries local characteristics
Market fragmentation escalates in APAC and MEA, driven by agile local rivals
Softys and Hengan sustain tissue share gains supported by channel and supply chain strength
Hygiene sees stronger foothold among top players
Western Europe leads privat e label penetration and historic period growth
Private label further attracts consumers across Western Europe with sustainability initiatives
Chinese Shanghai Xier capitalises on consumer-centric localised innovations and holistic care approach
Five trends shaping tissue and hygiene
Businesses growth plans hinge on company offerings and consumers
Key themes shaping innovations in tissue and hygiene
Quality, comfort and value for money lead spending priorities
Consumers continue to opt for alternative hygiene formats
Essity diversifies product options across hygiene symptoms and life occasions
Unicharm carves out a femtech category with bio-based fertility liner
Daye and Dyper step into diagnostics and telehealth to broaden accessibility to self care
Pay gap demands tangible benefits to incentivise sustainability participation
TerraCycle’s tiniest Biome service brings a wellness incentive for nappy/diaper recycling
Global snapshot of Retail Tissue
Regional snapshot of Retail Tissue in Asia Pacific
Regional snapshot of Retail Tissue in Australasia
Regional snapshot of Retail Tissue in Eastern Europe
Regional snapshot of Retail Tissue in Latin America
Regional snapshot of Retail Tissue in Middle East and Africa
Regional snapshot of Retail Tissue in North America
Regional snapshot of Retail Tissue in Western Europe
Global snapshot of Retail Hygiene
Regional snapshot of Retail Hygiene in Asia Pacific
Regional snapshot of Retail Hygiene in Australasia
Regional snapshot of Retail Hygiene in Eastern Europe
Regional snapshot of Retail Hygiene in Latin America
Regional snapshot of Retail Hygiene in Middle East and Africa
Regional snapshot of Retail Hygiene in North America
Regional snapshot of Retail Hygiene in Western Europe

Tissue and Hygiene

This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.

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