The rise of Gen Alpha in Asia is redefining consumer behaviour, with a focus on ultra-convenience, digital integration, and health and wellbeing, creating opportunities for brands to innovate and capture a significant share of the region's growing consumer market, worth over USD10 trillion.

In a price-sensitive environment, consumers demand quality at a price that matches increasingly stringent perceived value, especially in the commoditising tissue and hygiene market. As the economies of scale that bolstered volume sales plateau, premiumisation through meaningfully better products and services beyond greater cost becomes imperative to defend share and sustain growth. This briefing examines key premiumisation opportunities for tissue and hygiene businesses to drive growth.

This report bring together results from Euromonitor’s Voice of the Industry Survey, fielded in March and October 2025, which tracks sales performance and expectation, innovation initiatives, digital trends and technology investment. It highlights insights from industry professionals to understand short- and long-term business priorities and growth strategies.

This report highlights the health-related results of Euromonitor’s International Voice of the Consumer: Health and Nutrition Survey 2025. It covers global consumers’ health perceptions, short and long-term concerns, treatment preferences and habits towards healthier lifestyles.

This report explores the latest trends and dynamic shifts within the beauty and personal care sector in the Middle East and Africa region, projected to drive growth. These insights help businesses stay ahead of the competition and foster growth amidst disruption by anticipating shopping motivations and addressing unmet consumer demands.

The global FMCG market is projected to grow by 4.6% in current value terms to reach USD6.6 trillion. Growth is largely price led and financial concerns are weighing heavily on consumer behaviour given sustained cost-of-living pressures. Opportunities lie in emerging markets, health and wellness trends, and e-commerce. Key growth industries include soft drinks and beauty and personal care.

Euromonitor International’s “Top 100 FMCG E-Commerce Brands” report offers a definitive view of the brands winning in digital commerce. By spotlighting the Top 100 brands and their strategies, this report equips FMCG leaders to track, benchmark and gain intelligence to inform their digital strategy as they compete in an increasingly high-stakes arena.

Tissue and hygiene players face a challenging environment of tighter consumer spending and fierce competition. Volume recovery and margin protection are forcing market players to reassess their priorities. They are banking on value creation through stronger value proposition, usage expansion, e-commerce penetration and better-for-you sustainability branding to strike the right chord in such a fragile environment.

Tissue and hygiene saw current value growth in Israel in 2024. The year was characterised by shifting rates of inflation. For example, inflation reached 2.5% in February, rising to 3.2% in July and then again to 3.5% by September. Economic growth over 2024 was also volatile due to the impact of the Israel-Hamas war. In the first quarter, there was reported growth of just over 14%, although by the second quarter this had slipped to 1.2%. The economy showed a very slight improvement as the year pr

Sales of tissue and hygiene rose in both value and volume terms in 2024, reflecting growing penetration and consumer adoption across categories. There has been a notable upsurge in usage – especially in urban areas – driven by rising income levels and a growing middle class. As urban consumers gain more spending power, demand for tissue and hygiene products is expanding, encouraging increased production output from local manufacturers and sustained import activity. This improved availability, in

In a baby bust economy, the baby diaper industry must address declining birth rates by harnessing per capita penetration. This involves targeted portfolio segmentation, evidence-backed wellness enhancement and agile channel strategies. Adjacent areas of broader baby and maternity care and senior hygiene offer scope beyond diapers for long-term growth and customer lifetime value.

Rapidly ageing populations present both a socio-economic challenge and a business opportunity. As wellness narratives shift from lifespan to healthspan, priorities centre on early-stage prevention, optimising healthy years, and enabling active ageing in later life. Creating value, improving health outcomes, and driving business growth requires targeted consumer segmentation aligned with a broad spectrum of longevity-led solutions and a holistic ecosystem of life-stage needs.

Consumers no longer assess brands by price alone but by a shifting matrix of priorities – from health and convenience to sustainability and digital experience. As disruptors – including new platforms and non-traditional players – move faster and intensify competition, companies across industries must recalibrate their value strategies to maintain relevance, defend market share, and capture new growth opportunities.

Gen Z makes up 17% of Europe’s beauty and personal care spend, set to hit 20% by 2029. To stay relevant, brands must align with Gen Z’s values: authenticity, inclusivity, and sustainability. For this generation, beauty is about self-expression and wellness, shaped by both ideals and economic limits. They favor e-commerce but still value in-store experiences. As Gen Z gains financial power, their beauty influence and loyalty will keep evolving

Growth in the tissue and hygiene sales is being supported by increasing product availability through importers and distributors, despite challenges such as rising import taxes and environmental concerns over non-biodegradable products.

This report highlights Euromonitor International's Path to Purchase methodology and insights approach, with a focus on the results of the Voice of the Consumer: Beauty Survey. It covers the skin care category, examining global consumer beauty routines, skin care habits and purchase journey trends. Euromonitor’s Voice of the Consumer: Beauty Survey uncovers insights about today’s consumers.

In 2024, tissue and hygiene sales rose in value terms. Sales are being driven by urbanisation, rising hygiene awareness, and expanding retail access, while economic pressures are pushing consumers towards affordable, value-orientated products. The market is growing steadily, with nappies/diapers/pants and toilet paper being among the most popular.

Tissue and hygiene sales saw strong and steady growth in current value terms in 2024, following a similar pattern seen in the previous few years. Growth was driven by urbanisation, rising hygiene awareness, and expanding retail access. However, economic pressures are pushing consumers toward more affordable, value-oriented products, which led to slightly slower growth in 2024 compared to 2023.

Tissue and hygiene maintained positive value sales in Singapore in 2024, at slightly lower rates of growth than seen in 2023, albeit still at a healthy level. This slight decline in value can be attributed to lowering levels of inflation, which have stabilised again after two years of elevations. Overall, however, all categories in tissue and hygiene experienced positive sales in 2024.

With tissue and hygiene experiencing a further shift from price-led growth to volume recovery, the lingering cost-of-living crisis reinforces value as a central theme. Businesses need to benchmark growth and sharpen their portfolio and product positioning against demographic characteristics, consumer preferences, wellness priorities and lifecycle needs to be better positioned in an economically uncertain environment.

Tissue and hygiene sales continued to grow in Estonia in 2024, but at a much slower pace compared to recent years. This slowdown is mainly due to the market stabilising after the surge in demand driven by the pandemic. With consumers no longer stockpiling products and hygiene routines returning to normal, growth is now in line with pre-pandemic levels.

The rate of growth in retail current value sales of tissue and hygiene slowed significantly in 2024, as price growth moderated in the face of easing inflation and manufacturers offered more frequent discounts in an effort to support volume sales in the face of increasing private label competition. The boost to demand provided by COVID-19 is fading, as restrictions are eased and daily routines normalize. However, the heightened awareness of the importance of hygiene engendered by COVID-19 lingers

Tissue and hygiene value sales slowed in Austria during 2024, after a short period of strong growth fuelled by inflationary pressures and price rises. High production costs and inflation continued to challenge tissue and hygiene players in 2024. In addition, economic uncertainty had a strong influence on purchasing decisions as consumers grappled with higher costs of living. Consumer demand for value remained important leading consumers to opt for private label alternatives that provide similar

The picture was bleak for tissue and hygiene in Ecuador in 2024, with a fall in both current and constant value sales. Ecuador encountered a series of challenges in 2024. Notably, in early 2024, a significant security crisis prompted the newly appointed government of Daniel Noboa to impose nighttime curfews in major cities. These measures were gradually relaxed over the subsequent months.