Tissue and hygiene in 2024: The big picture
Tissue and hygiene in India experienced significant current value growth in 2024, with increases for both retail and AFH tissue and hygiene, driven by evolving consumer preferences, heightened hygiene awareness post-COVID-19, and the rise of e-commerce platforms.
2024 key trends
In 2024, nappies/diapers/pants was the largest category within tissue and hygiene in India, and maintained solid growth. The growing population of young families, and increasing urbanisation, coupled with heightened awareness regarding infant hygiene, led to a significant rise in demand. India maintains a high birth rate, contributing to a growing consumer base for such baby care products. As more families transition to urban living, there has also been a notable shift towards convenient products such as disposable nappies/diapers/pants. Urban parents often seek solutions that accommodate their hectic lifestyles, making disposable products popular. Parents also increasingly emphasise comfort and hygiene for their children, which is propelling the demand for superior quality products. Rising awareness of the importance of infant hygiene has prompted parents to invest in high-quality nappies/diapers/pants which help prevent rashes and skin irritations. Brands such as Pampers, Huggies, and MamyPoko have maintained strong popularity due to their established reputation for reliability and comfort.
Competitive landscape
Under Procter & Gamble Hygiene & Health Care Ltd, and Procter & Gamble Home Products Ltd, The Procter & Gamble Co remained the leading player in tissue and hygiene in value terms in 2024, with well-known brands such as Pampers in nappies/diapers/pants, and Whisper in menstrual care. Procter & Gamble’s strategy emphasises ongoing innovation, including the launch of new features, such as wetness indicators and improved absorbency technologies. The company has also dedicated resources to consumer education initiatives aimed at increasing awareness of hygiene, which has contributed to its significant share of sales. However, challenges such as inflation are impacting consumers’ spending patterns, prompting some people to seek more budget-friendly options and reducing its share of sales in 2024.
Retail developments
Offline retail continued to lead the distribution of retail tissue and hygiene products in India in 2024, due to its broad reach and consumer familiarity, with health and beauty specialists remaining the leading channel, followed by hypermarkets and supermarkets. Retailers such as Big Bazaar, Reliance Fresh, and D-Mart have successfully attracted consumers by offering a diverse selection of retail tissue products, as well as nappies/diapers/pants, menstrual care products, and wipes. In 2024, retail offline experienced a decline in share as e-commerce gained momentum. Nevertheless, it still maintained the dominant share of sales, largely due to the convenience of bulk purchasing during monthly shopping excursions. The most prominent categories within offline retail are retail tissue, nappies/diapers/pants, and menstrual care, sale of which are consistently driven by immediate consumer demand for these necessities.
What next for tissue and hygiene?
Tissue and hygiene in India is poised for continued current value growth in the forecast period, with growth for both retail and AFH tissue and hygiene, as brands adapt to consumer demands for quality, sustainability, and convenience. In addition, the COVID-19 pandemic has fundamentally altered consumer perceptions regarding hygiene, resulting in an increase in demand for tissue and hygiene products. Marketing initiatives and hygiene education programmes are driving this transformation, especially in rural regions, where market penetration is lower than in urban areas. Although growth forecasts remain optimistic, challenges such as inflation and economic instability may influence consumers’ spending behaviour. As consumers become more sensitive to prices, there may be a trend towards selecting more economical alternatives or private label lines.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in India 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 India, 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 India 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 India?
- Which are the leading brands in Tissue and Hygiene in India?
- How are products distributed in Tissue and Hygiene in India?
- 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 India
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 India
KEY DATA FINDINGS
AFH tissue experiences continued growth as establishments prioritise customer safety
AFH adult incontinence continues its growth trajectory, as notable brands continue targeting sales to healthcare facilities
Brands focus on integrating smart technology to facilitate consumer convenience and safety
AFH tissue and hygiene set for further growth as the focus on hygiene in public places and healthcare facilities grows
Businesses will look towards e-commerce to facilitate bulk purchases in the forecast period
Sustainability and technology to be further integrated into AFH tissue and hygiene products
Retail Adult Incontinence in India
KEY DATA FINDINGS
Ageing population and improved healthcare create demand for adult incontinence products
Brands focus on destigmatisation efforts and eco-friendly products
Offline retail continues to dominate, while retail e-commerce sees growth, mostly in urban areas
Adult pad type products to continue dominating over the forecast period
Retail e-commerce expected to be a primary driver of growth in the coming years
A focus on product development within retail adult incontinence in the forecast period
Nappies/Diapers/Pants in India
KEY DATA FINDINGS
Product features the focus of attention within nappies/diapers/pants
MamyPoko positions itself as a premium brand thanks to continuous product advances
Convenience the leading factor for choice of distribution channel
Disposable nappies/diapers/pants likely to gain further traction
High growth expected in sales via retail e-commerce, with subscription services an expected trend
Disposable eco-friendly nappies/diapers/pants likely to gain further traction
Menstrual Care in India
KEY DATA FINDINGS
Towels dominates menstrual care, while period poverty remains a concern
Leading brand Whisper prioritises social impact, while Stayfree focuses on product improvement
Health and beauty specialists and hypermarkets remain the primary distribution channels, while retail e-commerce grows
Sustainability and affordability will be priorities in the forecast period
Channel sales for menstrual care to be driven by hybrid model due to digitalisation
Product diversification and sustainability expected to be growing trends in the forecast period
Wipes in India
KEY DATA FINDINGS
Baby wipes remains the dominant category within wipes
Himalaya leads wipes as chemical-free ingredients take priority for consumers
Retail e-commerce shows growth, while traditional channels continue to dominate
Wipes set for further growth as consumers look to prioritise infant hygiene
Quick commerce set for further growth in baby wipes as consumers prioritise convenience and speed
Eco-friendly and multifunctional innovations likely to be a growing trend within wipes
Retail Tissue in India
KEY DATA FINDINGS
Facial tissues sees demand boosted by usage in urban homes
Origami remains a major player in several retail tissue categories
Hybrid distribution model dominates retail tissue in India
Retail tissue to experience further growth as the urban population set to grow
E-commerce set to drive growth for retail tissue
Product features and their effect on health and the environment to be a priority in the forecast period
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
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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
-
-
- 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.
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This report originates from Passport, our Tissue and Hygiene research and analysis database.
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