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.
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.
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.
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.
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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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.
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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 definitionsThis report originates from Passport, our Tissue and Hygiene research and analysis database.
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