Competitive Landscape
Asaleo Care Leverages Brand Strength to Retain Shopper Loyalty
Retail tissue in New Zealand remains concentrated, with the top three companies—Asaleo Care, Cottonsoft, and Kimberly-Clark New Zealand—collectively holding 79% value share in 2025. Asaleo Care (Purex and Sorbent for Essity) leads with a 33% share, followed closely by Cottonsoft (Kiwisoft) at 30% and Kimberly-Clark New Zealand (Cottonelle, Kleenex) at 16%.
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Overview:
Understand the latest market trends and future growth opportunities for the Retail Tissue 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 Retail Tissue 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 Retail Tissue 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 Retail Tissue in New Zealand?
- Which are the leading brands in Retail Tissue in New Zealand?
- How are products distributed in Retail Tissue 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 Retail Tissue products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Retail Tissue in New Zealand - Category analysis
Key Data Insights
Sorbent Broadens Affordable Tissue Choices as Shoppers Balance Value and Sustainability
Sorbent Broadens Affordable Tissue Choices as Shoppers Balance Value and Sustainability
Essity Reduces Emissions with Geothermal-Powered Production, Boosting Lower-Carbon Tissue Supply
Digital-First Strategies and Subscriptions Transform Shopper Convenience and Loyalty
Value-Conscious Purchasing and Tiered Portfolios to Drive Steady Growth
Sustainable Innovation and Digital Convenience Reshape Shopper Loyalty and Product Choice
Asaleo Care Leverages Brand Strength to Retain Shopper Loyalty
Supermarkets Retain Dominance as E-Commerce Accelerates Bulk Sales
Essity’S Cultural Collaboration Boosts Brand Appeal and Loyalty
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:
Retail Tissue
- Paper Towels
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- Napkins
- Tablecloths
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- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
Why 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 Retail Tissue research and analysis database.
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