Competitive Landscape
Kimberly-Clark and Ict Reclaim Share as Price War Narrows Gap
The competitive environment for retail tissue in Spain remains concentrated, with Mercadona holding the leading position at 28% share in 2025, followed by Carrefour at 15% and other retailers such as Dia and Lidl each maintaining single-digit shares. While private label has historically maintained over 80% volume share and exerted a strong influence on the landscape, 2025 marks a rare instance of manufacturers regaining ground, reversing the gradual erosion of brand share that has characterised the previous years.
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Overview:
Understand the latest market trends and future growth opportunities for the Retail Tissue industry in Spain 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 Spain, 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 Spain 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 Spain?
- Which are the leading brands in Retail Tissue in Spain?
- How are products distributed in Retail Tissue in Spain?
- 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 Spain - Category analysis
Key Data Insights
National Brands Focus on Premiumisation to Regain Share in Toilet Paper
National Brands Focus on Premiumisation to Regain Share in Toilet Paper
Renova Transforms Textile Waste into High-Value Tissue Innovation
Private Label Expected to Raise the Bar with Professional-Grade Innovation
Manufacturers Set to Achieve Energy Independence and Digitalisation to Protect Affordability
Kimberly-Clark and Ict Reclaim Share as Price War Narrows Gap
Grocery Retailers' Digital Push Accelerates Omnichannel Tissue Sales
Renova Transforms Denim Waste into Premium Upcycled Tissue
Kimberly-Clark and Ict Narrow Price Gaps to Reclaim Share
Retailers Drive Premium Private Label, Reshaping Value Dynamics
Tissue and Hygiene in Spain - Industry Overview
Private Label Reshapes Tissue Aisles as Shoppers Prioritise Affordability
Key Data Insights
Private Label Reshapes Tissue Aisles as Shoppers Prioritise Affordability
Brands Drive Premiumisation and Segmentation as Innovation Offsets Price Wars
Mercadona Shifts Shopping Habits as Digital-First Habits Expected to Accelerate
Menstrual Cup Overtakes Pads as Reusables Expected to Continue Disrupting Disposables
Store Brands Expected to Invest in Premium Features to Win Loyalty and Value
Mercadona Grows Share as Private Label Powers Value Expansion
Supermarkets Remain in the Lead as Discounters Capture Increased Walletshare
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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