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Plenty and Cushelle Drive Sustainable Innovation with Eco-Focused Launches
Tissue and hygiene in Ireland recorded stronger value growth in 2025 than much of western Europe, with current value sales increasing by 3% to EUR481 million, supported by a combination of economic stability, a rising population of 5.4 million and increased consumer expenditure. The environment is attractive due to the interplay of premiumisation, sustainability and digital channel expansion, which enables leading brands to secure higher price points and foster loyalty, while demographic shifts, such as the increase in the population aged 65 and above, help fuel ongoing demand for wellness-orientated and convenience-driven solutions. To succeed, brands must accelerate eco-innovation, invest in comfort- and skin health-driven upgrades, and leverage both supermarkets and fast-growing e-commerce channels, ensuring that product launches are aligned with evolving regulatory requirements and consumer expectations for sustainability, value and convenience.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Ireland 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 Ireland, 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 Ireland 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 Ireland?
- Which are the leading brands in Tissue and Hygiene in Ireland?
- How are products distributed in Tissue and Hygiene in Ireland?
- 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 Ireland
Plenty and Cushelle Drive Sustainable Innovation with Eco-Focused Launches
Key Data Insights
Chart 1 Key Industry Trends for Tissue and Hygiene
Plenty and Cushelle Drive Sustainable Innovation with Eco-Focused Launches
Chart 2 Brands Continue Sustainability Focus with Eco-Friendly Innovations
Tena and Bodyform Boost Clean Wellness with Skin-Focused Innovations
Convenient Formats and E-Commerce Fuel Demand for Functional Upgrades
Chart 3 Value Sales 2020-2030
Chart 4 Value Sales by Category 2025
Fsc-Certified Fibres and Compostable Packaging to Set New Standards for Value Growth
Premium Comfort and Eco-Friendly Features to Reshape Buying Decisions
Population Ageing and Rising Expenditure to Amplify Demand for Hygiene Upgrades
Chart 5 Forecast Value Sales 2020-2030
Chart 6 Forecast Value Sales by Category 2025-2030
Procter & Gamble and Kimberly-Clark Remain the Leading Players, but Private Label Continues Gaining Share
Chart 7 Andrex Reinforces Premium Positioning with Ultimate Fresh Wipes
Chart 8 Company Shares 2025
Chart 9 Brand Shares 2025
Supermarkets Maintain the Leadership but E-Commerce Is Reshaping Channel Share
E-Commerce Attracts Premium Buyers with Subscription Convenience
Chart 10 Retail Channels 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 Ireland
Key Data Insights
Rebound in Hospitality and Foodservice Helps Drive Growth
Chart 18 Key Industry Trends Away-from-Home
Rebound in Hospitality and Foodservice Helps Drive Growth
Fsc-Certified Tissue Outpaces Hygiene Products as Procurement Priorities Shift
Essity Secures Institutional Contracts by Championing Sustainability
Chart 19 Value Sales 2020-2030
Chart 20 Value Sales by Category 2025
Sustainability Demands Reshape Procurement as Compliance Becomes Essential
High-Capacity Systems and Premium Features Reduce Operational Costs
Eco-Friendly Product Lines and Digital Procurement Drive Business Resilience
Chart 21 Analyst Insight for Away-from-Home
Chart 22 Forecast Value Sales 2020-2030
Chart 23 Forecast Value Sales by Category 2025-2030
Essity Supplying Fsc-Certified Toilet Paper and Paper Towels to Hospitality, Healthcare and Foodservice
Hospitality Rebounds as Travel and Office Demand Lifts Horeca Sales
Hospitality Channel Outpaces Others as Travel Fuels Growth
Healthcare and Hospitality Sustain Demand While E-Commerce Remains Limited
Chart 24 Retail Channels 2020-2025
Chart 25 Economic Context for Away-from-Home
Chart 26 Real Gdp Growth 2020-2030
Chart 27 Inflation 2020-2030
Chart 28 Consumer Context for Away-from-Home
Chart 29 Population 2020-2030
Chart 30 Consumer Expenditure 2020-2030
Chart 31 Population by Generation 2025
Retail Adult Incontinence in Ireland
Key Data Insights
Tena Accelerates Eco-Driven Design to Capture Premium Demand
Chart 32 Key Industry Trends for Retail Adult Incontinence
Tena Accelerates Eco-Driven Design to Capture Premium Demand
Tena Drives Wellness and Comfort with Proskin Innovation
Chart 33 Tena Expands Proskin Range with Pants Designed for Skin Health and Comfort
Population Ageing and Wellness Focus Sustain Value Growth
Chart 34 Value Sales 2020-2030
Chart 35 Volume Sales 2020-2030
Chart 36 Value Sales by Category 2025
Online Platforms Will Attract Buyers Seeking Privacy and Tailored Offers
Innovators in Discreet Comfort and Eco-Design Likely to Win Loyalty
Ageing Population and Rising Incomes Sustain Demand Momentum
Chart 37 Forecast Value Sales 2020-2030
Chart 38 Forecast Value Sales by Category 2025-2030
Essity and Kimberly-Clark Defend Share as Private Label Gains Slow
Tena Reduces Carbon Footprint to Meet Eco-Demand
Chart 39 Tena Continues Reducing Carbon Footprint
Chart 40 Company Shares 2025
Chart 41 Brand Shares 2025
Supermarkets Sustain Lead by Combining Convenience and Value
Chart 42 Analyst Insight for Retail Adult Incontinence
Online Shopping Gains Traction with Discreet Delivery and Premium Focus
Health and Beauty Specialists Attract Premium Buyers with Wellness Positioning
Chart 43 Retail Channels 2020-2025
Chart 44 Economic Context for Retail Adult Incontinence
Chart 45 Real Gdp Growth 2020-2030
Chart 46 Inflation 2020-2030
Chart 47 Consumer Context for Retail Adult Incontinence
Chart 48 Population 2020-2030
Chart 49 Consumer Expenditure 2020-2030
Chart 50 Population by Generation 2025
Nappies/Diapers/Pants in Ireland
Key Data Insights
Pampers Strengthens Premium Leadership as Value Sales Rise on the Back of Comfort and Innovation
Chart 51 Key Industry Trends for Nappies/Diapers/Pants
Pampers Strengthens Premium Leadership as Value Sales Rise on the Back of Comfort and Innovation
Parents Shift to Diaper Pants for Convenience, Boosting Value Sales Growth
Cheeky Panda and Pampers Respond to Eco and Wellness Demand with Product Upgrades
Chart 52 Pampers Continues Premium Focus with Upgraded Premium Protection Nappies
Chart 53 Analyst Insight for Nappies/Diapers/Pants
Chart 54 Value Sales 2020-2030
Chart 55 Volume Sales 2020-2030
Chart 56 Value Sales by Category 2025
Eco-Conscious Parents Will Accelerate Adoption of Reusable and Plant-Based Options
Brands Diversify Formats and Materials to Meet Shifting Consumer Needs
Chart 57 Forecast Value Sales 2020-2030
Chart 58 Forecast Value Sales by Category 2025-2030
Pampers Maintains Premium Lead as Competitors Focus on Affordability
Cheeky Panda and Its Peers Drive Mainstream Adoption of Sustainable Nappies
Chart 59 Eco-conscious Diaper Brands Expand Sustainable Offerings in Ireland
Chart 60 Company Shares 2025
Chart 61 Brand Shares 2025
Supermarkets Retain Top Spot as E-Commerce Overtakes Hypermarkets
Online Platforms Accelerate Share Gains through Subscriptions and Bulk Offers
Chart 62 Retail Channels 2020-2025
Chart 63 Economic Context for Nappies/Diapers/Pants
Chart 64 Real Gdp Growth 2020-2030
Chart 65 Inflation 2020-2030
Chart 66 Consumer Context for Nappies/Diapers/Pants
Chart 67 Population 2020-2030
Chart 68 Consumer Expenditure 2020-2030
Chart 69 Population by Generation 2025
Menstrual Care in Ireland
Key Data Insights
Positive Growth for Menstrual Care in Ireland in 2025
Chart 70 Key Industry Trends for Menstrual Care
Positive Growth for Menstrual Care in Ireland in 2025
Towels the Biggest Category
Joii and Bodyform Redefine Period Care with Femtech and Wellness Innovation
Chart 71 Analyst Insight for Menstrual Care
Chart 72 Value Sales 2020-2030
Chart 73 Volume Sales 2020-2030
Chart 74 Value Sales by Category 2025
Retailers to Drive Reusable Period Underwear Adoption with Education and Expanded Ranges
Smart Menstrual Solutions and Organic Materials to Reshape Consumer Expectations
Chart 75 Forecast Value Sales 2020-2030
Chart 76 Forecast Value Sales by Category 2025-2030
Procter & Gamble Sustains Leadership as Discounters and Retailers Gain Share
Chart 77 Bodyform Continues Clean Wellness Focus with Ultimate Towels for Skin Health
Riley, Bodyform and Joii Expand Product Portfolios to Address Changing Consumer Needs
Chart 78 Riley Continues Sustainability Drive with Organic Cotton Tampons and Bio-Based Applicators
Chart 79 Company Shares 2025
Chart 80 Brand Shares 2025
Supermarkets Retain Lead as E-Commerce Expands with Premium and Sustainable Offers
E-Commerce Leverages Privacy and Convenience to Boost Premium Product Sales
Chart 81 Retail Channels 2020-2025
Chart 82 Economic Context for Menstrual Care
Chart 83 Real Gdp Growth 2020-2030
Chart 84 Inflation 2020-2030
Chart 85 Consumer Context for Menstrual Care
Chart 86 Population 2020-2030
Chart 87 Consumer Expenditure 2020-2030
Chart 88 Population by Generation 2025
Wipes in Ireland
Key Data Insights
Wipes Returns to Positive Growth in 2025
Chart 89 Key Industry Trends for Wipes
Wipes Returns to Positive Growth in 2025
Chart 90 Analyst Insight for Wipes
Waterwipes Upgrade Enhances Convenience for Busy Consumers
Chart 91 WaterWipes Launches Upgraded Thicker and Softer Wipes
Waterwipes, Cheeky Panda and Lupilu Accelerate Shift to Biodegradable Options
Chart 92 Value Sales 2020-2030
Chart 93 Value Sales by Category 2025
Eco-Friendly Launches to Reshape Consumer Loyalty and Value Creation
Personal Wipes Will Outpace the Other Categories by Integrating Wellness and Versatility
Brands Adopting Sustainable Innovation to Accelerate Premium Price Realisation
Chart 94 Forecast Value Sales 2020-2030
Chart 95 Forecast Value Sales by Category 2025-2030
Waterwipes Reinforces Its Lead
Andrex Drives Premiumisation with Sensory-Rich Innovation
Chart 96 Andrex Launches Ultimate Fresh Hygiene Wipes with Odour Control
Chart 97 Company Shares 2025
Chart 98 Brand Shares 2025
E-Commerce Continues to Make Gains, but Supermarkets Remain the Leading Channel
E-Commerce Leverages Convenience and Bulk-Buying to Capture Value
Chart 99 Retail Channels 2020-2025
Chart 100 Economic Context for Wipes
Chart 101 Real Gdp Growth 2020-2030
Chart 102 Inflation 2020-2030
Chart 103 Consumer Context for Wipes
Chart 104 Population 2020-2030
Chart 105 Consumer Expenditure 2020-2030
Chart 106 Population by Generation 2025
Retail Tissue in Ireland
Key Data Insights
Economic Stability and Easing Inflation Help Drive Retail Tissue Growth
Chart 107 Key Industry Trends for Retail Tissue
Economic Stability and Easing Inflation Help Drive Retail Tissue Growth
Plenty’S Compostable Rolls and Cheeky Panda’S Bamboo Drive Sustainability and Premiumisation
Chart 108 Plenty Continues Sustainability Focus with FSC-Certified Compostable Kitchen Rolls
Chart 109 Value Sales 2020-2030
Chart 110 Volume Sales 2020-2030
Chart 111 Value Sales by Category 2025
Longer Rolls and Premium Features to Drive Consumer Loyalty
Toilet Paper Maintains Dominance as Paper Towels Accelerate
Eco-Friendly Innovation Sets New Standards for Product Development
Chart 112 Forecast Value Sales 2020-2030
Chart 113 Forecast Value Sales by Category 2025-2030
Andrex the Leading Brand, but Private Label Players Remain to the Fore
Plenty and Cheeky Panda Set New Benchmarks in Eco-Friendly and Premium Features
Chart 114 Cheeky Panda and Cushelle Drive Premium Tissue Trend with Ultra-Soft and Bamboo Options
Chart 115 Company Shares 2025
Chart 116 Brand Shares 2025
Supermarkets and Discounters Attract Shoppers with Bulk Packs and Promotions
E-Commerce Outpaces Offline Rivals as Shoppers Seek Home Delivery and Premium Options
Kimberly-Clark and Suzano Reshape Brand Landscape through Strategic Partnership
Chart 117 Analyst Insight for Retail Tissue
Chart 118 Retail Channels 2020-2025
Chart 119 Economic Context for Retail Tissue
Chart 120 Real Gdp Growth 2020-2030
Chart 121 Inflation 2020-2030
Chart 122 Consumer Context for Retail Tissue
Chart 123 Population 2020-2030
Chart 124 Consumer Expenditure 2020-2030
Chart 125 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)
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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
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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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This report originates from Passport, our Tissue and Hygiene research and analysis database.
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