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Premium and Budget Brands Respond to Polarised Consumer Expectations
Sales of tissue and hygiene in France faced a challenging environment in 2025, with current value sales declining by 2% to EUR5,128 million. This deceleration outpaced regional contraction due to economic pressures, subdued GDP growth, and low inflation. The landscape is marked by a pronounced shift in consumer behaviour, as price sensitivity drives migration towards private label and value-focussed products, while demand for innovation and premium quality persists in specific areas, particularly those associated with health and wellbeing. The ageing population is fueling healthy growth in retail adult incontinence, counterbalancing the contraction in nappies/diapers/pants driven by the continued birth rate decline. All the while, ongoing regulatory changes and evolving consumer health concerns are reshaping competitive dynamics. The environment rewards brands that deliver transparent, health-oriented innovation and cost-effective offerings, particularly as private label and green brands chip away at the dominance of traditional manufacturers, and national brands adapt to new constraints in promotional activity. To succeed, businesses must balance affordability and quality, tailor innovation to demographic shifts, and strengthen sustainability and ingredient transparency to capture the trust and loyalty of a more discerning consumer base.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in France 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 France, 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 France 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 France?
- Which are the leading brands in Tissue and Hygiene in France?
- How are products distributed in Tissue and Hygiene in France?
- 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 France
Premium and Budget Brands Respond to Polarised Consumer Expectations
Key Data Insights
Chart 1 Key Industry Trends for Tissue and Hygiene
Premium and Budget Brands Respond to Polarised Consumer Expectations
Chart 2 Demographic Changes Fuel Retail Adult Incontinence Sales
Menstrual Care Dominates While Adult Incontinence Surges in France
Chart 3 Value Sales of Tissue and Hygiene 2020-2030
Chart 4 Value Sales of Tissue and Hygiene by Category 2025
Older Adults Set to Boost Incontinence Demand as Birth Rates Projected to Continue Falling
Chart 5 Analyst Insight for Tissue and Hygiene
Brands Expected to Respond to Health Concerns by Improving Product Composition
Chart 6 Forecast Value Sales of Tissue and Hygiene 2020-2030
Chart 7 Forecast Value Sales of Tissue and Hygiene by Category 2025-2030
Private Label Makes Steady Gains as National Brands Lose Ground
Chart 8 Company Shares of Tissue and Hygiene 2025
Chart 9 Brand Shares of Tissue and Hygiene 2025
Grocery Retailers Retain Leading Channel Place as Shoppers Prioritise Value and Convenience
Retail E-Commerce Gains Traction as Click-And-Collect Reshapes Shopping Habits
Discount Stores Attract Value-Focussed Shoppers with Low-Cost Tissue and Hygiene Products
Chart 10 Retail Channels for Tissue and Hygiene 2020-2025
Chart 11 Economic Context for Tissue and Hygiene
Chart 12 Real Gdp Growth 2020-2030
Chart 13 Inflation 2020-2030
Chart 14 Consumer Context for Tissue and Hygiene
Chart 15 Population 2020-2030
Chart 16 Consumer Expenditure 2020-2030
Chart 17 Population by Generation 2025
Away-From-Home Tissue and Hygiene in France
Key Data Insights
Consumer Spending Cutbacks Lead to Weak Tissue Sales
Chart 18 Key Industry Trends Away-from-Home
Consumer Spending Cutbacks Lead to Weak Tissue Sales
Healthcare Centres Drive Hygiene Gains as Tissue Stagnates
Chart 19 Value Sales of Away-from-Home 2020-2030
Chart 20 Value Sales of Away-from-Home by Category 2025
Nursing Homes Set to Drive Hygiene Demand
Elderly Population Expansion Set to Fuel Hygiene Gains
Chart 21 Forecast Value Sales of Away-from-Home 2020-2030
Chart 22 Forecast Value Sales of Away-from-Home by Category 2025-2030
Hospitality, Restaurants and Catering Maintain Stability as Business and Industry Falter
Chart 23 Retail Channels for Away-from-Home 2020-2025
Chart 24 Economic Context for Away-from-Home
Chart 25 Real Gdp Growth 2020-2030
Chart 26 Inflation 2020-2030
Chart 27 Consumer Context for Away-from-Home
Chart 28 Population 2020-2030
Chart 29 Consumer Expenditure 2020-2030
Chart 30 Population by Generation 2025
Retail Adult Incontinence in France
Key Data Insights
Age-Driven Demand Lifts Value and Volume Performance
Chart 31 Key Industry Trends for Retail Adult Incontinence
Age-Driven Demand Lifts Value and Volume Performance
Chart 32 France's Ageing Population Affects Value and Volume Sales
Light Adult Incontinence Leads Volumes as Acceptance Grows
Chart 33 Value Sales of Retail Adult Incontinence 2020-2030
Chart 34 Volume Sales of Retail Adult Incontinence 2020-2030
Chart 35 Value Sales of Retail Adult Incontinence by Category 2025
Premiumisation Trend Set to Continue as Population Ages and Usage Grows
Chart 36 Forecast Value Sales of Retail Adult Incontinence 2020-2030
Chart 37 Forecast Value Sales of Retail Adult Incontinence by Category 2025-2030
Essity Ab Adjusts to Rising Procter & Gamble Value Share and Private Label Pressure
Chart 38 Company Shares of Retail Adult Incontinence 2025
Chart 39 Brand Shares of Retail Adult Incontinence 2025
Grocery Stores Secure Shopper Loyalty through Wide Product Ranges and Promotions
Click-And-Collect Boosts E-Commerce as Consumers Seek Flexibility
Chart 40 Retail Channels for Retail Adult Incontinence 2020-2025
Chart 41 Economic Context for Retail Adult Incontinence
Chart 42 Real Gdp Growth 2020-2030
Chart 43 Inflation 2020-2030
Chart 44 Consumer Context for Retail Adult Incontinence
Chart 45 Population 2020-2030
Chart 46 Consumer Expenditure 2020-2030
Chart 47 Population by Generation 2025
Nappies/Diapers/Pants in France
Key Data Insights
Declining Birth Rate Continues to Dampen Category Sales
Chart 48 Key Industry Trends for Nappies/Diapers/Pants
Declining Birth Rate Continues to Dampen Category Sales
Chart 49 Green Brands Are Attracting Parents
Parents Accelerate Shift to Private Label as Premium Options Lose Ground
Chart 50 Value Sales of Nappies/Diapers/Pants 2020-2030
Chart 51 Volume Sales of Nappies/Diapers/Pants 2020-2030
Chart 52 Value Sales of Nappies/Diapers/Pants by Category 2025
Green Brands Capture Health-Driven Demand as Demographics Decline
Health Concerns and Composition Claims Expected to Accelerate Brand Polarisation
Chart 53 Forecast Value Sales of Nappies/Diapers/Pants 2020-2030
Chart 54 Forecast Value Sales of Nappies/Diapers/Pants by Category 2025-2030
Procter & Gamble France Snc Loses Share as Private Label and Green Brands Advance
Chart 55 Company Shares of Nappies/Diapers/Pants 2025
Chart 56 Brand Shares of Nappies/Diapers/Pants 2025
Grocery Retailers Secure Shopper Loyalty with Wide Selection and Deals
Click-And-Collect Boosts E-Commerce as Busy Families Seek Flexibility
Chart 57 Retail Channels for Nappies/Diapers/Pants 2020-2025
Chart 58 Economic Context for Nappies/Diapers/Pants
Chart 59 Real Gdp Growth 2020-2030
Chart 60 Inflation 2020-2030
Chart 61 Consumer Context for Nappies/Diapers/Pants
Chart 62 Population 2020-2030
Chart 63 Consumer Expenditure 2020-2030
Chart 64 Population by Generation 2025
Menstrual Care in France
Key Data Insights
Value Sales Slippage Continues as Volume Sales Decline
Chart 65 Key Industry Trends for Menstrual Care
Value Sales Slippage Continues as Volume Sales Decline
Chart 66 Millions of Women in France Experience Period Poverty
Towels Remain Essential as Tampons Lose Relevance and Reusable Products Grow
Love & Green Foregrounds Natural Innovation as Composition Scrutiny Intensifies
Chart 67 Sustainable Brands Are Viewed Positively by Consumers
Chart 68 Value Sales of Menstrual Care 2020-2030
Chart 69 Volume Sales of Menstrual Care 2020-2030
Chart 70 Value Sales of Menstrual Care by Category 2025
Private Label Set to Gain Ground Amid Value Focus, While Innovation Stalls
Pantyliners Projected to Outpace Towels in Value as Usage Habits Shift
Chart 71 Analyst Insight for Menstrual Care
Reusable Options Plateau as Hybrid Usage Sets the Norm
Chart 72 Forecast Value Sales of Menstrual Care 2020-2030
Chart 73 Forecast Value Sales of Menstrual Care by Category 2025-2030
Procter & Gamble France Snc Leverages Brand Loyalty as Private Label Intensifies Price Competition
Chart 74 Company Shares of Menstrual Care 2025
Chart 75 Brand Shares of Menstrual Care 2025
Grocery Stores Expand Value Offers as Click-And-Collect Fuels E-Commerce Growth
Chart 76 Retail Channels for Menstrual Care 2020-2025
Chart 77 Economic Context for Menstrual Care
Chart 78 Real Gdp Growth 2020-2030
Chart 79 Inflation 2020-2030
Chart 80 Consumer Context for Menstrual Care
Chart 81 Population 2020-2030
Chart 82 Consumer Expenditure 2020-2030
Chart 83 Population by Generation 2025
Wipes in France
Key Data Insights
Consumers Prioritise Affordability and Sustainability, Shifting Away From Single-Use Wipes
Chart 84 Key Industry Trends for Wipes
Consumers Prioritise Affordability and Sustainability, Shifting Away From Single-Use Wipes
Chart 85 Consumers Prioritise Affordability and Sustainability
Chart 86 Value Sales of Wipes 2020-2030
Chart 87 Value Sales of Wipes by Category 2025
Sustainable Alternatives Will Continue to Limit Growth in Disposable Wipes
Chart 88 Analyst Insight for Wipes
Chart 89 Forecast Value Sales of Wipes 2020-2030
Chart 90 Forecast Value Sales of Wipes by Category 2025-2030
Leading Brands Strengthen Market Position through Effective Communication and Pricing Strategies
Chart 91 Company Shares of Wipes 2025
Chart 92 Brand Shares of Wipes 2025
Offline Retail Maintains Dominance as E-Commerce Gains Share
Chart 93 Retail Channels for Wipes 2020-2025
Chart 94 Economic Context for Wipes
Chart 95 Real Gdp Growth 2020-2030
Chart 96 Inflation 2020-2030
Chart 97 Consumer Context for Wipes
Chart 98 Population 2020-2030
Chart 99 Consumer Expenditure 2020-2030
Chart 100 Population by Generation 2025
Retail Tissue in France
Key Data Insights
Private Label and Discounters Win Shoppers as Budgets Tighten
Chart 101 Key Industry Trends for Retail Tissue
Private Label and Discounters Win Shoppers as Budgets Tighten
Chart 102 Renova Aims to Segment Through Niche,Seasonal Demand
Toilet Paper Dominates French Retail Tissue Market Amid Consumer Restraint
Chart 103 Value Sales of Retail Tissue 2020-2030
Chart 104 Volume Sales of Retail Tissue 2020-2030
Chart 105 Value Sales of Retail Tissue by Category 2025
Bulk Buying to Remain Popular as Shoppers Prioritise Essentials and Value
Chart 106 Analyst Insight for Retail Tissue
Sustainable Innovation Projected to Rebound as Consumer Confidence Improves
Chart 107 Forecast Value Sales of Retail Tissue 2020-2030
Chart 108 Forecast Value Sales of Retail Tissue by Category 2025-2030
Market Fragmentation Increases as Private Label Sales Grow
Chart 109 Company Shares of Retail Tissue 2025
Chart 110 Brand Shares of Retail Tissue 2025
Grocery Stores and Click-And-Collect Support Continued Dominance of Offline Retail Sales
Chart 111 Retail Channels for Retail Tissue 2020-2025
Chart 112 Economic Context for Retail Tissue
Chart 113 Real Gdp Growth 2020-2030
Chart 114 Inflation 2020-2030
Chart 115 Consumer Context for Retail Tissue
Chart 116 Population 2020-2030
Chart 117 Consumer Expenditure 2020-2030
Chart 118 Population by Generation 2025
Rx/Reimbursement Adult Incontinence in France
Key Data Insights
Ageing Population Increases Reliance on Reimbursement Incontinence Products
Chart 119 Key Industry Trends for Rx/Reimbursement Adult Incontinence
Ageing Population Increases Reliance on Reimbursement Incontinence Products
Financial Aid Directs Demand Towards Highly Absorbent Incontinence Solutions
Chart 120 Value Sales of Rx/Reimbursement Adult Incontinence 2020-2030
Chart 121 Volume Sales of Rx/Reimbursement Adult Incontinence 2020-2030
Older Adults Set to Drive Stable Demand as Reimbursement Remains Restricted
Chart 122 Forecast Value Sales of Rx/Reimbursement Adult Incontinence 2020-2030
Eligibility Rules Sustain Leadership as New Entrants Remain Absent
Pharmacies Drive Sales as Receipts Enable Reimbursement
Chart 123 Economic Context for Rx/Reimbursement Adult Incontinence
Chart 124 Real Gdp Growth 2020-2030
Chart 125 Inflation 2020-2030
Chart 126 Consumer Context for Rx/Reimbursement Adult Incontinence
Chart 127 Population 2020-2030
Chart 128 Consumer Expenditure 2020-2030
Chart 129 Population by Generation 2025
Country Reports Disclaimer
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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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other 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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- Disposable Period Pants
- 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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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
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- 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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- Disposable Period Pants
- 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)
-
-
- 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
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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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- 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.
See all of our definitions
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