In 2025, away-from-home tissue and hygiene in New Zealand continued its robust value growth trajectory, reaching NZD109 million, which reflected a 4% increase on the previous year. This sustained growth outpaced both population expansion and economic recovery, with New Zealand's total population reaching 5.3 million and real GDP growth returning to positive territory at 1% after a contraction in 2024. The market's momentum in 2025 stood out against a backdrop of moderating inflation to sit at3%
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Overview:
Understand the latest market trends and future growth opportunities for the Away-From-Home Tissue and Hygiene industry in New Zealand 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 New Zealand, 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 New Zealand 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 New Zealand?
- Which are the leading brands in Away-From-Home Tissue and Hygiene in New Zealand?
- How are products distributed in Away-From-Home Tissue and Hygiene in New Zealand?
- 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 New Zealand - Category analysis
Key Data Insights
Essity Leverages Geothermal Energy to Accelerate Eco-Led Gains
Essity Leverages Geothermal Energy to Accelerate Eco-Led Gains
Away-From-Home Hygiene Drives Value While Away-From-Home Hygiene Experiences Dynamic Growth
Private Label Gains Traction as Affordability Shapes Purchasing Decisions
Corporate Buyers to Prioritise Local, Sustainable Supply to Meet New Reporting Norms
Bulk Paper Solutions and Contract Supply Reinforce Dominance in High-Traffic Venues
Touchless Dispensers to Help Drive Technological Efficiency
Essity Strengthens Business Wins through Sustainability and Trust
E-Commerce Remains Marginal as Institutional Buyers Prioritise Direct Supply
Tissue and Hygiene in New Zealand - Industry Overview
Woolworths and Foodstuffs Drive Value Shift as Shoppers Prioritise Essentials
Key Data Insights
Woolworths and Foodstuffs Drive Value Shift as Shoppers Prioritise Essentials
Sorbent Leverages Premium Innovation to Sustain Value Despite Trading Down
Essity’S Geothermal-Powered Production Secures Eco-Conscious Loyalty
Private Label to Gain Volume Share as Value-Conscious Shoppers Drive Polarisation
Domestic Producers Will Gain Advantage as Sustainability Becomes Non-Negotiable
Ageing Population to Accelerate Growth in Adult Incontinence and Lifestyle Hygiene
Private Label Gains Erode Leaders’ Share as Affordability Drives Loyalty Shifts
Supermarkets Strengthen Hold as Shoppers Seek Weekly Convenience
Retail E-Commerce Captures Loyalty with Bulk and Privacy-Focused Offers
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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