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Price Sensitivity Drives Private Label Nappies/Diapers and Trade-Down Behaviour
Tissue and hygiene in Israel demonstrated robust resilience in 2025, advancing in value by 6% to ILS4.5 billion, reflecting continued demand for essentials even as inflation moderated and GDP growth stabilised at 2%. Performance aligned with broader regional patterns of essential goods’ stability but was distinguished by a particularly pronounced consumer focus on affordability, with price sensitivity driving routine preference for promotions, larger pack sizes, and cost-efficient options. The environment is attractive for both established and challenger brands due to the maturity of demand, steady population growth to 10.1 million, and the sustained purchasing power of households, but is also fiercely competitive as brands must balance operational efficiency, transparent pricing, and reliable product performance to capture value-oriented shoppers. To succeed, businesses must leverage promotional activity, strengthen distribution through discounters and e-commerce for bulk and repeat purchases, and communicate value with clarity, while selective innovation, especially in sustainability and incremental product improvements, can unlock further engagement, particularly among younger and environmentally-conscious consumers.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Israel 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 Israel, 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 Israel 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 Israel?
- Which are the leading brands in Tissue and Hygiene in Israel?
- How are products distributed in Tissue and Hygiene in Israel?
- 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 Israel
Price Sensitivity Drives Private Label Nappies/Diapers and Trade-Down Behaviour
Key Data Insights
Chart 1 Key Industry Trends for Tissue and Hygiene
Price Sensitivity Drives Private Label Nappies/Diapers and Trade-Down Behaviour
Chart 2 Private Label Nappies/Diapers Remain Widely Available and Promotion-Led
Shrinkflation by Huggies Intensifies Consumer Focus on Value per Unit
Chart 3 Huggies Reduces Pack Size of Wipes as Part of Shrinkflation Strategy
Modibodi Expands Reusable Underwear, Promoting Sustainable Period Care
Chart 4 Modibodi Expands Reusuable Menstrual Underwear Range
Chart 5 Value Sales 2020-2030
Chart 6 Value Sales by Category 2025
Discounters and E-Commerce Influence Value-Driven Purchasing Decisions
Nappies/Diapers/Pants to Sustain Value Lead within Hygiene
Chart 7 Analyst Insight for Tissue and Hygiene
Private Label and Cost Efficiency Shape Future Business Models
Chart 8 Forecast Value Sales 2020-2030
Chart 9 Forecast Value Sales by Category 2025-2030
Kimberly-Clark Defends Lead as Smaller Players Gain Ground
Chart 10 Company Shares 2025
Chart 11 Brand Shares 2025
Discounters Attract Routine Shoppers with Value on Essentials
Retail E-Commerce Expands for Bulk and Repeat Purchases
Chart 12 Retail Channels 2020-2025
Chart 13 Economic Context for Tissue and Hygiene
Chart 14 Real GDP Growth 2020-2030
Chart 15 Inflation 2020-2030
Chart 16 Consumer Context for Tissue and Hygiene
Chart 17 Population 2020-2030
Chart 18 Consumer Expenditure 2020-2030
Chart 19 Population by Generation 2025
Away-From-Home Tissue and Hygiene in Israel
Key Data Insights
Sano Professional Drives Demand for Cost-Effective Large Formats
Chart 20 Key Industry Trends for Away-From-Home Tissue and Hygiene
Sano Professional Drives Demand for Cost-Effective Large Formats
Chart 21 Sano Professional Expands AFH Toilet Paper Offering with Large Format
Kimberly-Clark Professional Strengthens Zero-Waste Manufacturing Credentials
Chart 22 Kimberly-Clark Professional Highlights Zero-Waste Manufacturing
Away-From-Home Tissue Drives Value Sales, but Hygiene Outperforms
Chart 23 Value Sales 2020-2030
Chart 24 Value Sales by Category 2025
Procurement Teams Prioritise Cost Efficiency as Volume Rises Steadily
Institutional Buyers Favour Tissue for Reliability While Hygiene Products Accelerate
Public Tenders Drive Sustainability Compliance without Premium Product Innovation
Chart 25 Forecast Value Sales 2020-2030
Chart 26 Forecast Value Sales by Category 2025-2030
Hospitals/Healthcare Sustains Stable Procurement through Centralised Contracts
Chart 27 Retail Channels 2020-2025
Chart 28 Economic Context for Away-From-Home Tissue and Hygiene
Chart 29 Real GDP Growth 2020-2030
Chart 30 Inflation 2020-2030
Chart 31 Consumer Context for Away-From-Home Tissue and Hygiene
Chart 32 Population 2020-2030
Chart 33 Consumer Expenditure 2020-2030
Chart 34 Population by Generation 2025
Retail Adult Incontinence in Israel
Key Data Insights
Depend Drives Digital Engagement to Reduce Stigma and Support Discovery
Chart 35 Key Industry Trends for Retail Adult Incontinence
Depend Drives Digital Engagement to Reduce Stigma and Support Discovery
Chart 36 Depend Israel Leverages Tiktok to Support Digital Discovery in Adult Incontinence
Players Leverage Digital and Emotional Engagement to Normalise Use
Chart 37 Online Community and Educational Sessions Aim to Support Users’ Wellbeing
Depend Updates Packaging to Improve Confidence at Pos
Chart 38 Depend's Updated Packaging Aims to Simplify Messaging
Chart 39 Value Sales 2020-2030
Chart 40 Volume Sales 2020-2030
Chart 41 Value Sales by Category 2025
Manufacturers to Prioritise Reassurance and Packaging to Sustain Volume Growth
Light Incontinence Solutions to Attract Ageing Consumers and Drive Fastest Growth
Chart 42 Analyst Insight for Retail Adult Incontinence
Value-Conscious Shoppers Will Support Established Brands Amid Limited Innovation
Chart 43 Forecast Value Sales 2020-2030
Chart 44 Forecast Value Sales by Category 2025-2030
Kimberly-Clark Israel Strengthens Trust with Reassurance-Led Initiatives
Chart 45 Company Shares 2025
Chart 46 Brand Shares 2025
Health and Beauty Specialists Secure Trust through Advice-Led Purchasing
Retail E-Commerce Accelerates Growth by Driving Repeat Purchases and Meeting Privacy Needs
Chart 47 Retail Channels 2020-2025
Chart 48 Economic Context for Retail Adult Incontinence
Chart 49 Real GDP Growth 2020-2030
Chart 50 Inflation 2020-2030
Chart 51 Consumer Context for Retail Adult Incontinence
Chart 52 Population 2020-2030
Chart 53 Consumer Expenditure 2020-2030
Chart 54 Population by Generation 2025
Nappies/Diapers/Pants in Israel
Key Data Insights
Shufersal Baby Promotions Reinforce Price-Driven Buying
Chart 55 Key Industry Trends for Nappies/Diapers/Pants
Shufersal Baby Promotions Reinforce Price-Driven Buying
Chart 56 Private Label Options Remain Widely Available and Promotion-Led
Huggies Overnights Drives Occasion-Led Growth as Nappies/Diapers Dominate
Chart 57 Huggies Overnights Targets Night-Time Convenience with Extended Protection
Kimberly-Clark’S Shrinkflation Move Intensifies Value Scrutiny
Chart 58 Value Sales 2020-2030
Chart 59 Volume Sales 2020-2030
Chart 60 Value Sales by Category 2025
Multinational Brands and Private Label to Drive Margin Competition
Chart 61 Analyst Insight for Nappies/Diapers/Pants
Sustainability Demands and Regulatory Scrutiny Raise Industry Costs
Chart 62 Forecast Value Sales 2020-2030
Chart 63 Forecast Value Sales by Category 2025-2030
Shufersal and Super-Pharm Accelerate Share Gains as Branded Leaders Hold Firm
Chart 64 Company Shares 2025
Chart 65 Brand Shares 2025
Discounters Leverage Price Promotions to Sustain Distribution Leadership
Grocery Retailers’ Online Platforms Drive Repeat Bulk Purchases
Chart 66 Retail Channels 2020-2025
Chart 67 Economic Context for Nappies/Diapers/Pants
Chart 68 Real GDP Growth 2020-2030
Chart 69 Inflation 2020-2030
Chart 70 Consumer Context for Nappies/Diapers/Pants
Chart 71 Population 2020-2030
Chart 72 Consumer Expenditure 2020-2030
Chart 73 Population by Generation 2025
Menstrual Care in Israel
Key Data Insights
Life Boosts Private Label Appeal as Price Drives Brand Choice
Chart 74 Key Industry Trends for Menstrual Care
Life Boosts Private Label Appeal as Price Drives Brand Choice
Chart 75 Private Label Life Refreshes Tampon Packaging to Strengthen Value Positioning
Tulipon Sets New Direction as Smart Hygiene Meets Menstrual Health
Chart 76 Israeli Femtech Tulipon Opens Research Sales of Smart Menstrual Biomarker Device
Modibodi Captures Momentum as Reusable Options Gain Visibility
Chart 77 Value Sales 2020-2030
Chart 78 Volume Sales 2020-2030
Chart 79 Value Sales by Category 2025
Leading Players to Prioritise Pricing and Incremental Updates over Breakthrough Innovation
Pantyliners Will Sustain Volume Leadership as Towels and Tampons Lag behind
Chart 80 Analyst Insight for Menstrual Care
Health-Oriented Technologies and Research Tools Shift Focus to Wellness and Education
Chart 81 Forecast Value Sales 2020-2030
Chart 82 Forecast Value Sales by Category 2025-2030
Procter & Gamble Israel Mod Ltd Defends Lead as Rivals Struggle to Gain Ground
Chart 83 Company Shares 2025
Chart 84 Brand Shares 2025
Health and Beauty Specialists Reinforce Leadership as Discounters Gain Momentum
Retail E-Commerce Grows through Convenience and Assortment but Remains Secondary
Chart 85 Retail Channels 2020-2025
Chart 86 Economic Context for Menstrual Care
Chart 87 Real GDP Growth 2020-2030
Chart 88 Inflation 2020-2030
Chart 89 Consumer Context for Menstrual Care
Chart 90 Population 2020-2030
Chart 91 Consumer Expenditure 2020-2030
Chart 92 Population by Generation 2025
Wipes in Israel
Key Data Insights
Balloons Leverages Skin Wellness Claims to Strengthen Daily Use
Chart 93 Key Industry Trends for Wipes
Balloons Leverages Skin Wellness Claims to Strengthen Daily Use
Chart 94 Balloons Expands Wipes with Skin-Sensitive Range
Huggies Navigates Rising Costs with Strategic Pack-Size Changes
Chart 95 Huggies Reduces Pack Size from 64 to 56 Units in Israel
Albaad’S Plant-Based Innovations Drive Sustainability Focus and Justify Price Premiums
Chart 96 Value Sales 2020-2030
Chart 97 Value Sales by Category 2025
Established Brands to Strengthen Value Focus as Pricing Gains Importance
Personal Wipes Set to Sustain Lead as Home Care Options Lag behind
Chart 98 Analyst Insight for Wipes
Gradual Material Shifts and Cost Efficiencies Reshape Product Design
Chart 99 Forecast Value Sales 2020-2030
Chart 100 Forecast Value Sales by Category 2025-2030
Kimberly-Clark Israel Ltd Adapts to Price Sensitivity as New Challengers Gain Ground
Chart 101 Company Shares 2025
Chart 102 Brand Shares 2025
Health and Beauty Specialists and Discounters Capture Loyalty as Shoppers Seek Reassurance and Value
Retail E-Commerce Regains Relevance through Bulk Buying and Family Convenience
Chart 103 Retail Channels 2020-2025
Chart 104 Economic Context for Wipes
Chart 105 Real GDP Growth 2020-2030
Chart 106 Inflation 2020-2030
Chart 107 Consumer Context for Wipes
Chart 108 Population 2020-2030
Chart 109 Consumer Expenditure 2020-2030
Chart 110 Population by Generation 2025
Retail Tissue in Israel
Key Data Insights
Lily Elevates Value with Premium Launches as Price Sensitivity Persists
Chart 111 Key Industry Trends for Retail Tissue
Lily Elevates Value with Premium Launches as Price Sensitivity Persists
Chart 112 Lily Launches Limited-Edition Premium Toilet Paper to Elevate Value
Kleenex Builds Loyalty with Packaging Upgrades Amid Competition
Chart 113 Kleenex Refreshes Packaging to Reinforce Quality and Brand Trust
Toilet Paper Maintains Dominance as Paper Towels Lead Growth
Chart 114 Value Sales 2020-2030
Chart 115 Volume Sales 2020-2030
Chart 116 Value Sales by Category 2025
Branded Players to Boost Promotions as Private Label Gains Ground
Toilet Paper to Remain Dominant as Paper Towels Accelerate Gains
Chart 117 Analyst Insight for Retail Tissue
Sustainability Messaging and Pack Upgrades Will Sharpen Brand Competition
Chart 118 Forecast Value Sales 2020-2030
Chart 119 Forecast Value Sales by Category 2025-2030
Kimberly-Clark Israel Ltd Sustains Lead as Rivals Hold Steady
Chart 120 Company Shares 2025
Chart 121 Brand Shares 2025
Discounters Extend Leadership as Affordability Shapes Purchasing Patterns
Retail E-Commerce Gains Traction with Bulk Buying and Convenience
Chart 122 Retail Channels 2020-2025
Chart 123 Economic Context for Retail Tissue
Chart 124 Real GDP Growth 2020-2030
Chart 125 Inflation 2020-2030
Chart 126 Consumer Context for Retail Tissue
Chart 127 Population 2020-2030
Chart 128 Consumer Expenditure 2020-2030
Chart 129 Population by Generation 2025
Rx/Reimbursement Adult Incontinence in Israel
Key Data Insights
Tender-Driven Procurement Limits New Launches and Innovation
Chart 130 Key Industry Trends for Rx/Reimbursement Adult Incontinence
Tender-Driven Procurement Limits New Launches and Innovation
Distributors Prioritise Continuity and Supply over New Formats
Chart 131 Value Sales 2020-2030
Chart 132 Volume Sales 2020-2030
Reimbursement Criteria to Keep Demand Stable as Population Ages
Manufacturers to Focus on Efficiency Rather Than Innovation
Chart 133 Forecast Value Sales 2020-2030
Contracted Suppliers Maintain Stable Supply as Competitive Shifts Stall
Pharmacies and Medical Supply Outlets Sustain Product Access
Chart 134 Economic Context for Rx/Reimbursement Adult Incontinence
Chart 135 Real GDP Growth 2020-2030
Chart 136 Inflation 2020-2030
Chart 137 Consumer Context for Rx/Reimbursement Adult Incontinence
Chart 138 Population 2020-2030
Chart 139 Consumer Expenditure 2020-2030
Chart 140 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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