In 2025, away-from-home tissue and hygiene in the United Kingdom saw a 1% current value sales increase to reach GBP790 million. This performance is consistent with a stabilising post-Coronavirus (COVID-19) pandemic environment, underpinned by the recovery of out-of-home activities. These include office attendance and travel, both of which are identified as crucial drivers in the market. While the pace of current value sales growth in both 2024 and 2025 was slower than the double-digit increases
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Overview:
Understand the latest market trends and future growth opportunities for the Away-From-Home Tissue and Hygiene industry in United Kingdom 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 United Kingdom, 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 United Kingdom 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 United Kingdom?
- Which are the leading brands in Away-From-Home Tissue and Hygiene in United Kingdom?
- How are products distributed in Away-From-Home Tissue and Hygiene in United Kingdom?
- 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 the United Kingdom - Category analysis
Key Data Insights
Population and Macroeconomic Factors Support Category Performance
Population and Macroeconomic Factors Support Category Performance
Wide Use across Channels Underpins Away-From-Home Tissue
Sustainability and Technological Innovation Trends Are Shaping the Away-From-Home Environment
Healthcare Institutions Prioritise Advanced Hygiene Solutions as the Population Ages
Sustainability Innovations Prompt Buyers to Favour Environmentally-Focused Launches
Stable Distribution Patterns Persist as Channel Shifts Remain Absent
Tissue and Hygiene in the United Kingdom - Industry Overview
Persistent Demand for Advanced Features, Comfort and Eco-Friendly Products
Key Data Insights
Persistent Demand for Advanced Features, Comfort and Eco-Friendly Products
Demographic Trends Play a Strong and Growing Role in Tissue and Hygiene
Novelties Address Consumers' Sustainability, Hygiene and Convenience Concerns
Demographic Trends to Continue to Exert a Strong Influence on Category Performances
Eco-Innovation and Premiumisation to Reshape Consumer Loyalty and Competition
Kimberly-Clark and Procter & Gamble Maintain Lead as Private Label Competes on Price
Shift From Retail Offline to Online
Subscription Models, Seamless Shopping and Broad Assortments Fuel Online Loyalty
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?
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This report originates from Passport, our Away-From-Home Tissue and Hygiene research and analysis database.
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