Tissue and hygiene in 2024: The big picture
Value sales of tissue and hygiene in Australia continued to rise in 2024, albeit more slowly compared to the previous year, mainly due to economic challenges and changes in consumer preferences. As cost-of-living inflation persisted during the year, it influenced consumers’ decision-making as they turned towards more affordable options, such as private label and bulk buying.
2024 key trends
Toilet paper, the largest value category overall, continued to record steady demand, although due to rising cost pressures, many local consumers have become more focused on affordable alternatives. At the same time, there are other important features that consumers consider as part of the purchasing process, including sustainability and convenience.
Competitive landscape
In 2024, Kimberly-Clark Australia Pty Ltd retained its convincing leadership of overall tissue and hygiene ahead of its closest competitors, Solaris Paper Pty Ltd and ABC Tissue Products Pty Ltd. Kimberly-Clark benefits from strong brand positioning in different categories, which has helped it to develop consumer loyalty in the local market.
Retail developments
Supermarkets continued to dominate distribution of tissue and hygiene in 2024, mainly represented by major retailers Coles and Woolworths, which are supported by their vast outlet networks and large economies of scale. They are highly influential within the industry, leverage high foot traffic through their stores, while also offering regular promotional strategies to push their private label offerings and drive volume sales.
What next for tissue and hygiene?
Sustainability-led product innovation, the further rise of e-commerce, and demographic-driven demand shifts will shape tissue and hygiene in Australia over the forecast period, with value sales (at constant 2024 prices) set to continue rising steadily. As economic pressures ease, local growth trends, business activity, and e-commerce innovations will shape market expansion.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Australia 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Away-From-Home Tissue and Hygiene
- Retail Adult Incontinence
- Nappies/Diapers/Pants
- Sanitary Protection
- Wipes
- Retail Tissue
- RX/Reimbursement Adult Incontinence
If you're in the Tissue and Hygiene industry in Australia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Tissue and Hygiene in Australia 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 Tissue and Hygiene in Australia?
- Which are the leading brands in Tissue and Hygiene in Australia?
- How are products distributed in Tissue and Hygiene in Australia?
- 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 Tissue and Hygiene products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Tissue and Hygiene in Australia
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
DISCLAIMER
Away-From-Home Tissue and Hygiene in Australia
KEY DATA FINDINGS
Travel’s recovery and major events drive sales of away-from-home tissue
Growth for AFH adult incontinence amid demographic shift and institutional demand
New ESP policy to drive sustainable procurement for AFH channels
Further growth expected for away-from-home tissue and hygiene, with AFH adult incontinence a strong performer
Digital procurement and automation to help shape AFH supplies in Australia
ESG reporting and the future of away-from-home tissue and hygiene in Australia
Retail Adult Incontinence in Australia
KEY DATA FINDINGS
Increasing awareness of incontinence helps drive category sales
Essity extends lead over Kimberly-Clark
Strong distribution mix between supermarkets and e-commerce
Greater awareness set to expand target audience to younger consumers
Sustainability will be key to future development and innovation
E-commerce helps support access to retail adult incontinence in Australia
Nappies/Diapers/Pants in Australia
KEY DATA FINDINGS
Pressure on category as Australia’s birth rate declines
Kimberly-Clark retains dominance of competitive landscape
Supermarkets retains dominance despite falling sales
Sustainability to become a defining feature of Australian brands
Subscription models can help drive future growth through e-commerce
Local brand looks to redefine nappies/diapers/pants
Menstrual Care in Australia
KEY DATA FINDINGS
Raising awareness and personalisation to address individual needs
Essity AustralAsia and period poverty
Supermarkets remains dominant distribution channel
Immigration set to support stable demand
Data-driven strategies an opportunity for brand loyalty
Sustainability to retain its importance
Wipes in Australia
KEY DATA FINDINGS
Wipes brands align with sustainability and adjustments to evolving expectations
Kimberly-Clark retains lead but smaller brands make gains
Different channels target different consumer segments
Greater awareness among consumers will enhance product segmentation
E-commerce and data are strong resources to drive future growth
Innovation set to drive further sustainability efforts
Retail Tissue in Australia
KEY DATA FINDINGS
Cost pressures, sustainability, and distribution dominance shape retail tissue in 2024
Sustainability partnerships and offers
Supermarket dominance and further share gain for e-commerce
Value for money will continue to influence demand for retail tissue
E-commerce and D2C models will slowly change consumer preferences
Sustainability regulations set to propel innovation in local retail tissue
Rx/Reimbursement Adult Incontinence in Australia
KEY DATA FINDINGS
Rising demand but unequal access to products due to regional discrepancies
Cost of reimbursement is rising for local authorities
Increase in budget for the CAPS as demand for rx/reimbursement rises
Continence Foundation of Australia is key for future of rx solutions
Digital innovation in reimbursement schemes reshape incontinence support
Demand for professional guidance can create new avenues for CAPS distribution
The following categories and subcategories are included:
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
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- Light Adult Incontinence
- Moderate/Heavy Adult Incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Pantyliners
- Tampons
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- Standard Towels with Wings
- Standard Towels without Wings
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- Slim/Thin/Ultra-Thin Towels with Wings
- Slim/Thin/Ultra-Thin Towels without Wings
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- Menstrual Care Including Intimate Wipes
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- Paper Towels
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- Napkins
- Tablecloths
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- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
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- Rx/Reimbursement adult incontinence
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- AFH Adult Incontinence
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- Retail Light Adult Incontinence
- Retail Moderate/Heavy Adult Incontinence
- Rx/Reimbursement adult incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Pantyliners
- Tampons
-
-
- Standard Towels With Wings
- Standard Towels Without Wings
-
- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
-
- Menstrual Care Including Intimate Wipes
-
-
-
- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
-
-
- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
-
-
- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- AFH Napkins
- Retail Napkins
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- AFH Tablecloths
- Retail Tablecloths
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-
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- AFH Boxed Facial Tissues
- Retail Boxed Facial Tissues
- Pocket Handkerchiefs
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- AFH Paper Towels
- Retail Paper Towels
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- AFH Toilet Paper
- Retail Toilet Paper
- AFH Wipers
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Tissue and Hygiene
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.
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This report originates from Passport, our Tissue and Hygiene research and analysis database.
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