Tissue and hygiene in 2024: The big picture
Tissue and hygiene saw current value growth in Israel in 2024. The year was characterised by shifting rates of inflation. For example, inflation reached 2.5% in February, rising to 3.2% in July and then again to 3.5% by September. Economic growth over 2024 was also volatile due to the impact of the Israel-Hamas war. In the first quarter, there was reported growth of just over 14%, although by the second quarter this had slipped to 1.2%. The economy showed a very slight improvement as the year progressed, demonstrating that the economy remained under tight pressure due to the ongoing negative effects of the Israel-Hamas war and its extension into neighbouring Lebanon over the summer of 2024.
2024 key trends
Menstrual care saw good growth over 2023-2024 due to the fact that consumers donated large quantities of menstrual care to female soldiers and women in displaced families as part of a drive to get consumers to help these groups. The call to donate menstrual care was very visible over the first half of 2024 and this boosted volume sales across the board in menstrual care. However, despite large donations from consumers who bought extra menstrual care products when they shopped, as Israelis became used to the impact of the Israel-Hamas war on their lives, donations dropped off as both the military and displaced families adjusted to their situations.
Competitive landscape
Kimberly Clark remained the clear leader in tissue and hygiene in Israel in 2024, with Procter & Gamble following some way behind in second place. The strength of these players is founded on their well-known brands in nappies/diapers/pants, wipes and menstrual care. Israeli consumers are typically very brand conscious and want the best for their children and themselves, which helped to keep both players in strong positions in their key categories.
Retail developments
Discounters was the largest distribution channel for tissue and hygiene products in Israel in 2024. The channel saw its share grow during the year as it benefited from the shift towards less expensive products as consumers sought to cut back on spending to save money. Due to the rising costs of products inside the country as a direct result of a rise in shipping costs, consumers suffered from a loss of purchasing power that fuelled the drive towards discounters. In addition, donations of nappies and menstrual care also helped to fuel sales, as the demand for consumers to help out and buy these products for displaced women and female soldiers helped to fuel sales via this channel.
What next for tissue and hygiene?
Tissue and hygiene is expected to see further value growth in Israel over the forecast period. Sales of tissue and hygiene will continue to be plagued by the effects of the Israel-Hamas war and a related rise in consumer prices and decrease in consumer spending power. In addition to an already gloomy economic picture over 2024, consumers have been hit with a VAT rise of one percentage point since 1 January 2025. As a result, the forecast period is likely to be governed by increasing price sensitivity, with consumers trading down to private label or becoming reliant on sales and discounts when they are available. Depending on what happens at the geopolitical level, 2026-2027 is hoped to see the Israel-Hamas war come to an end, which in turn should serve to push prices down.
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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
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 Israel
KEY DATA FINDINGS
AFH hit by lack of tourist arrivals, slowdown in restaurant visits and more hospitalisation
Kimberly Clark and Sano Bruno continue to dominate the market.
Tight economic picture and budget deficit squeeze out innovation
AFH market to be hit over 2025 as institutions look to save money
Returning tourists around 2026 will boost AFH demand in consumer foodservice and hotels
Eco-friendly products and themes to drive consumer demand
Retail Adult Incontinence in Israel
KEY DATA FINDINGS
Incontinence products plod on thanks to ageing population.
Kimberly Clark continues to lead thanks to its well-known name inside Israel
Pharmacies channel benefits from consumers seeking a friendly face and help
An ageing population and war injuries to fuel demand.
E-commerce expected to do well but will suffer from infrastructure damage.
No innovation expected due to tense political situation and lack of money.
Nappies/Diapers/Pants in Israel
KEY DATA FINDINGS
Stockpiling and donations to displaced families bolster growth over 2024
Kimberly Clark sees slight drop in sales over 2024 as consumers shift down
Discounters sees good performance on the back of falling purchasing power.
“War babies” to boost demand for new born nappies
E-commerce sales flatten as consumers prefer to shop in brick-and-mortar stores
New AI tool introduced in 2024 may help to stimulate sales
Menstrual Care in Israel
KEY DATA FINDINGS
Bulk buys to donate to military and displaced families bolster growth
Pursuit of cheaper products dampens growth for Procter & Gamble Israel
Personalisation and trust keep pharmacies going, whilst discounters offers cheap products
Menstrual care affected by geopolitics, infrastructure damage and rising prices
E-commerce to see continued trend of decelerated growth
Period underwear may start to become increasingly popular over the forecast period.
Wipes in Israel
KEY DATA FINDINGS
Baby wipes remains the leading category in 2024.
Huggies loses share as prices rise and consumers trade down
It’s all about the price!
Other types of wipes expected to profit from Import Reform Law
E-commerce slows down as consumers remain underwhelmed by this channel
Compostable wipes may see launches towards the end of the forecast period
Retail Tissue in Israel
KEY DATA FINDINGS
Stockpiling helps to boost sales, whilst tableware suffers from lack of hiking activities
The search for cheap products and Israel-Hamas war affect sales
Discounters and supermarkets dominate as they offer the cheapest products
Contracting purchasing power due to VAT rises to slow future growth
Discounters and supermarkets benefit from low consumer purchasing power
Innovation remains basic although some eco-friendly launches may occur later in the forecast period
Rx/Reimbursement Adult Incontinence in Israel
KEY DATA FINDINGS
Rx/reimbursement products bought with welfare allowance
Rise in 64+ population drives growth of Rx/reimbursement products.
Distribution via pharmacies is the norm
Rise in ageing population continues to drive growth
Little innovation expected as money is tight due to political climate
Distribution via pharmacies likely to be the main channel
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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