Tissue and hygiene in 2024: The big picture
Tissue and hygiene products in France experienced a mixed performance in 2024, primarily shaped by persistent inflationary pressures that meant declining value sales and contributed to slightly lower volumes sold. While supply chain challenges eased somewhat, the industry continued to contend with elevated costs.
2024 key trends
In 2024, retail tissue accounted for the highest current value sales within tissue and hygiene overall, while menstrual care generated the largest volume sales. Rx/reimbursement adult incontinence registered the fastest growth in both volume and current value terms, reflecting changing market needs and demographic influences.
Competitive landscape
Essity held on to its leading position in France’s tissue and hygiene market in 2024, leveraging its robust presence across retail and AFH channels. Tena, Tork, Lotus, and Nana remained key brands, and strategic pricing decisions contributed to steady value gains.
Retail developments
Hypermarkets remained the top distribution channel for overall tissue and hygiene in 2024, while supermarkets, despite registering only marginal growth, outperformed others by avoiding a decline. Although the popularity of larger-format stores has been waning overall, economic instability in 2024 nudged consumers back towards hypermarkets and supermarkets in search of competitive pricing and wide assortments of essential items.
What next for tissue and hygiene?
Sales of tissue and hygiene are projected to return to positive current value growth in 2025 and trend modestly upwards over the forecast period, reflecting a gradual improvement in market conditions. Nonetheless, the overall pace of expansion is expected to stay muted, owing to the sector’s maturity and the limited scope for volume gains beyond the incremental boosts driven by household formation and demographic shifts.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
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
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 France
KEY DATA FINDINGS
AFH adult incontinence drives volume growth in 2024
Sales supported by post-pandemic patterns, with Essity leading through Tork brand
Decline in value persists despite help from horeca channels
Tourism should help support sales during forecast period
Adult incontinence set to rise further
Recent inflation to leave lasting impact
Retail Adult Incontinence in France
KEY DATA FINDINGS
Slowed growth for retail adult incontinence in 2024
Essity leads companies, while P&G’s Always Discreet heads up brands
Hypermarkets as key channel, and innovation focuses on sustainability
Steady rises predicted for forecast period
Private label to maintain high appeal
Growth supported by national health system, while reusable options hold potential for growth
Nappies/Diapers/Pants in France
KEY DATA FINDINGS
Category sees subdued performances in line with demographic trends
Private label players reap rewards while P&G still leads overall
Green brands see greater interest in 2024
Sales of nappies/diapers/pants set for marginal growth
2025 will be an extension of 2024
Green variants will drive value sales while private labels hold high volume sales potential
Menstrual Care in France
KEY DATA FINDINGS
Value sales decline while volumes rise in 2024
Procter & Gamble maintains overall leadership of menstrual care
Hypermarkets lead amid widespread decline for distribution channels
Positive growth projected for menstrual care
E-commerce set to rebound in late forecast period
Persistent and rising threat from reusable alternatives
Wipes in France
KEY DATA FINDINGS
Wipes falls faster in 2024
P&G remains ahead of the rest thanks to Pampers and Swiffer brands
Outdoor use as bigger supporter of sales than indoor use
Anticipated return to positive growth for wipes in France
Eco trends to drive development, though category faces competition from alternative solutions
Moist toilet wipes to see further growth
Retail Tissue in France
KEY DATA FINDINGS
Retail tissue struggles against uncertain economic background in 2024
Essity holds on to number one spot in terms of value share
Hypermarkets leads distribution, while recycled options remain slow to gain ground
Boxed facial tissues set to lead value growth during forecast period
Consumers likely to remain cautious spenders
Sustainability and health as central to innovation
Rx/Reimbursement Adult Incontinence in France
KEY DATA FINDINGS
Essential nature of products ensures continued growth
New law for Rx menstrual care products
Rx/reimbursement adult incontinence remains a limited area in France
Growth to follow demographic trends
Rx menstrual care products to have little impact on rx adult incontinence
Restricted scope will remain
The following categories and subcategories are included:
Tissue and Hygiene
-
-
- AFH Adult Incontinence
-
- AFH Boxed Facial Tissues
-
- AFH Napkins
- AFH Tablecloths
- AFH Paper Towels
- AFH Toilet Paper
- AFH Wipers
-
-
-
-
- Light Adult Incontinence
- Moderate/Heavy Adult Incontinence
-
- Disposable Pants
-
- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
-
- 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
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
-
-
- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
-
- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
-
-
-
- Paper Towels
-
- Napkins
- Tablecloths
-
- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
-
- Rx/Reimbursement adult incontinence
-
-
-
- AFH Adult Incontinence
-
- Retail Light Adult Incontinence
- Retail Moderate/Heavy Adult Incontinence
- Rx/Reimbursement adult incontinence
-
- Disposable Pants
-
- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
-
- 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
-
-
- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
-
- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
-
-
-
-
-
- AFH Napkins
- Retail Napkins
-
- AFH Tablecloths
- Retail Tablecloths
-
-
-
- AFH Boxed Facial Tissues
- Retail Boxed Facial Tissues
- Pocket Handkerchiefs
-
-
- AFH Paper Towels
- Retail Paper Towels
-
- AFH Toilet Paper
- Retail Toilet Paper
- AFH Wipers
-
-
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 definitionsWhy 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 Tissue and Hygiene research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!