Competitive Landscape
Essity Maintains Lead with Circular Services as Private Label Intensifies Price Pressure
The competitive landscape for away-from-home tissue and hygiene in Belgium in 2025 was characterised by concentration at the top, with Essity maintaining a leadership position through its Tork brand. This concentration has been reinforced by Essity's strong distribution network and its focus on circular service offerings, which have proven highly effective in securing and retaining major contracts across institutional and professional settings.
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Overview:
Understand the latest market trends and future growth opportunities for the Away-From-Home Tissue and Hygiene industry in Belgium with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Away-From-Home Tissue and Hygiene industry in Belgium, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Away-From-Home Tissue and Hygiene in Belgium report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Away-From-Home Tissue and Hygiene in Belgium?
- Which are the leading brands in Away-From-Home Tissue and Hygiene in Belgium?
- How are products distributed in Away-From-Home Tissue and Hygiene in Belgium?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Away-From-Home Tissue and Hygiene products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Away-From-Home Tissue and Hygiene in Belgium - Category analysis
Key Data Insights
Hospital and Hospitality Lull Limits Tissue Uptake
Hospital and Hospitality Lull Limits Tissue Uptake
Iot-Enabled Dispensers Reduce Waste and Streamline Facility Cleaning
Eco-Labelled Recycled Fibre Tissues Secure Public Contracts and Drive Compliance
Iot-Driven Care Contracts Sset to Transform Staff Shortages into Efficiency Gains
Closed-Loop Supply Chains Will Secure Contracts and Lock in Loyalty
Usage-Based Pricing Projected to Convert Tissue into a Pay-Per-Use Utility
Essity Maintains Lead with Circular Services as Private Label Intensifies Price Pressure
Horeca Wholesalers Secure Supply Contracts with Integrated Solutions
Online Channels Remain Negligible as Professional Buyers Favour Integration
Tissue and Hygiene in Belgium - Industry Overview
Colruyt’S Expanded Private Label Wipes Prompt Branded Discounting
Key Data Insights
Colruyt’S Expanded Private Label Wipes Prompt Branded Discounting
Moi Et Marie’S Period Underwear Expands Convenience-Driven Innovation
Sanytol’S Biodegradable Wipes Win Hospital Tenders Amid Stricter Rules
Male-Focused Innovation and E-Commerce Set to Reshape Incontinence Sales
Reusable Nappies and Subscription Models Set to Erode Disposable Diaper Volume
Subscription Services and Digital Brands Projected to Bypass Shelf Constraints
Pampers and Private Label Outpace Rivals with Targeted Innovation and Promotion
Moi Et Marie and O.B. Disrupt Tradition with Period Underwear and Clean-Wellness Launches
Supermarkets Defend Leadership as Discounters and E-Commerce Accelerate Share Gains
Health Specialists and Subscription Models Reshape Access to Hygiene Products
Online Platforms Drive Growth in Discreet and Premium Hygiene Purchases
Country Reports Disclaimer
The following categories and subcategories are included:
Away-From-Home Tissue and Hygiene
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- AFH Adult Incontinence
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- AFH Boxed Facial Tissues
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- AFH Napkins
- AFH Tablecloths
- AFH Paper Towels
- AFH Toilet Paper
- AFH Wipers
Away-From-Home Tissue and Hygiene
Away-from-home sales covers all sales of tissue and hygiene products in the Incontinence, Wipes, Toilet Paper, Tissues, Paper Tableware and Paper Towels sectors that are intended for use outside of the home. This could be in medical institutions, offices, hotels and restaurants or government controlled environments such as schools and the military.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Away-From-Home Tissue and Hygiene research and analysis database.
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