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Woolworths and Foodstuffs Drive Value Shift as Shoppers Prioritise Essentials
In 2025, tissue and hygiene in New Zealand demonstrated resilience and steady growth, with retail current value sales increasing by 5% to NZD798, although this uplift was primarily attributed to inflationary pressures rather than a substantial expansion in unit volumes. Compared to regional counterparts where premiumisation and sustainability are more prominent, New Zealand’s performance is shaped by pronounced cost-of-living concerns, prompting consumers to prioritise affordable essentials and trade down to value-focused and private label products. The environment remains attractive for suppliers able to adapt, as continued population growth, essential household penetration, and the emergence of differentiated value, mid-tier, and premium offerings create clear opportunities for both volume and margin expansion. Brands seeking success must segment their portfolios, invest in sustainable production practices that are becoming mandatory for major retailers, and leverage innovation in comfort, packaging, and supply chain reliability to address the increasingly polarised preferences of both price-sensitive and quality-oriented shoppers.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in New Zealand 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 New Zealand, 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 New Zealand 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 New Zealand?
- Which are the leading brands in Tissue and Hygiene in New Zealand?
- How are products distributed in Tissue and Hygiene in New Zealand?
- 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 New Zealand
Woolworths and Foodstuffs Drive Value Shift as Shoppers Prioritise Essentials
Key Data Insights
Chart 1 Key Industry Trends for Tissue and Hygiene
Woolworths and Foodstuffs Drive Value Shift as Shoppers Prioritise Essentials
Chart 2 Private Label Ranges Help Customers Through Cost of Living Challenge
Sorbent Leverages Premium Innovation to Sustain Value Despite Trading Down
Chart 3 Sorbent Luxe & Large Premium 3-Ply Toilet Tissue
Essity’S Geothermal-Powered Production Secures Eco-Conscious Loyalty
Chart 4 Value Sales 2020-2030
Chart 5 Value Sales by Category 2025
Private Label to Gain Volume Share as Value-Conscious Shoppers Drive Polarisation
Domestic Producers Will Gain Advantage as Sustainability Becomes Non-Negotiable
Chart 6 Analyst Insight for Tissue and Hygiene
Ageing Population to Accelerate Growth in Adult Incontinence and Lifestyle Hygiene
Chart 7 Forecast Value Sales 2020-2030
Chart 8 Forecast Value Sales by Category 2025-2030
Private Label Gains Erode Leaders’ Share as Affordability Drives Loyalty Shifts
Chart 9 Company Shares 2025
Chart 10 Brand Shares 2025
Supermarkets Strengthen Hold as Shoppers Seek Weekly Convenience
Retail E-Commerce Captures Loyalty with Bulk and Privacy-Focused Offers
Chart 11 Retail Channels 2020-2025
Chart 12 Economic Context for Tissue and Hygiene
Chart 13 Real Gdp Growth 2020-2030
Chart 14 Inflation 2020-2030
Chart 15 Consumer Context for Tissue and Hygiene
Chart 16 Population 2020-2030
Chart 17 Consumer Expenditure 2020-2030
Chart 18 Population by Generation 2025
Away-From-Home Tissue and Hygiene in New Zealand
Key Data Insights
Essity Leverages Geothermal Energy to Accelerate Eco-Led Gains
Chart 19 Key Industry Trends for Away-From-Home Tissue and Hygiene
Essity Leverages Geothermal Energy to Accelerate Eco-Led Gains
Away-From-Home Hygiene Drives Value While Away-From-Home Hygiene Experiences Dynamic Growth
Private Label Gains Traction as Affordability Shapes Purchasing Decisions
Chart 20 Value Sales 2020-2030
Chart 21 Value Sales by Category 2025
Corporate Buyers to Prioritise Local, Sustainable Supply to Meet New Reporting Norms
Bulk Paper Solutions and Contract Supply Reinforce Dominance in High-Traffic Venues
Touchless Dispensers to Help Drive Technological Efficiency
Chart 22 Forecast Value Sales 2020-2030
Chart 23 Forecast Value Sales by Category 2025-2030
Essity Strengthens Business Wins through Sustainability and Trust
E-Commerce Remains Marginal as Institutional Buyers Prioritise Direct Supply
Chart 24 Retail Channels 2020-2025
Chart 25 Economic Context for Away-From-Home Tissue and Hygiene
Chart 26 Real Gdp Growth 2020-2030
Chart 27 Inflation 2020-2030
Chart 28 Consumer Context for Away-From-Home Tissue and Hygiene
Chart 29 Population 2020-2030
Chart 30 Consumer Expenditure 2020-2030
Chart 31 Population by Generation 2025
Retail Adult Incontinence in New Zealand
Key Data Insights
Contiflow’S Reusable Trial Sets Affordability and Sustainability Agenda
Chart 32 Key Industry Trends for Retail Adult Incontinence
Contiflow’S Reusable Trial Sets Affordability and Sustainability Agenda
Chart 33 Contiflow’s 2025 Reusable Incontinence Pilot Targets Long- Term Affordability
Light Adult Incontinence Dominates, but Moderate/Heavy Drives Growth
Continence Nz Drives Awareness as Ageing Fuels Product Demand
Chart 34 Continence NZ’s 2025 Awareness Push Highlights Growing Need Among Ageing New Zealanders
Chart 35 Value Sales 2020-2030
Chart 36 Volume Sales 2020-2030
Chart 37 Value Sales by Category 2025
Light Solutions Set to Maintain Lead as Comfort and Dignity Reshape Preferences
Eco-Friendly Solutions and E-Commerce Will Reshape Business Strategies
Chart 38 Analyst Insight for Retail Adult Incontinence
Chart 39 Forecast Value Sales 2020-2030
Chart 40 Forecast Value Sales by Category 2025-2030
Essity and Kimberly-Clark Reinforce Dominance through Trust and Innovation
Reusable Innovations and Niche Brands Create New Growth Avenues
Chart 41 Company Shares 2025
Chart 42 Brand Shares 2025
Supermarkets Dominate with Convenience
Online Subscriptions and Specialist Platforms Reshape Shopping Habits
Collaborations Help Drive Innovation with Education and Workplace Solutions
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 New Zealand
Key Data Insights
Kiddicare Gains Traction as Value Formats Outpace Premium Rivals
Chart 51 Key Industry Trends for Nappies/Diapers/Pants
Kiddicare Gains Traction as Value Formats Outpace Premium Rivals
Chart 52 Value Nappies Gain Momentum as Families Prioritise Affordability
Little Genie Drives Eco-Friendly Innovation to Meet Rising Demand
Chart 53 Little Genie Expands Biodegradable Nappy Line with Compostable Packaging
Rascal & Friends Captures Digital Shoppers with Online-First Strategy
Chart 54 Value Sales 2020-2030
Chart 55 Volume Sales 2020-2030
Chart 56 Value Sales by Category 2025
E-Commerce Platforms Reshape Nappy Purchasing as Parents Seek Convenience and Value
Eco-Friendly Innovations to Challenge Established Brands as Sustainability Becomes Mainstream
Disposable Pants to Outpace Nappies/Diapers as Demand for Convenience Drives Growth
Chart 57 Analyst Insight for Nappies/Diapers/Pants
Chart 58 Forecast Value Sales 2020-2030
Chart 59 Forecast Value Sales by Category 2025-2030
Rascals International Leverages Digital Channels to Narrow the Gap with Kimberly-Clark's Huggies
Chart 60 Company Shares 2025
Chart 61 Brand Shares 2025
Supermarkets Retain Bulk Buyers as E-Commerce Accelerates Premium Shift
Online Platforms Reshape Value and Premium Shopping Habits
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 New Zealand
Key Data Insights
Woolworths and Local Brands Address Affordability to Boost Product Access
Chart 70 Key Industry Trends for Menstrual Care
Woolworths and Local Brands Address Affordability to Boost Product Access
Stayfree Expands Ultra-Thin Pads to Capture Comfort-Driven Spending
Chart 71 Premiumisation in Menstrual Care as Consumers Trade Up for Comfort and Absorbency
Natracare and Ruby Cup Lead the Shift Towards Eco-Conscious Solutions
Chart 72 Eco-Conscious Products Drive Purchase Decisions
Chart 73 Value Sales 2020-2030
Chart 74 Volume Sales 2020-2030
Chart 75 Value Sales by Category 2025
Sustainable Brands Win Loyalty as Eco-Conscious Values Reshape Demand
Towels to Maintain Lead as Comfort-Focused Innovation Outpaces Rivals
Digital Convenience and Premiumisation Reshape How Consumers Buy and Brands Compete
Chart 76 Analyst Insight for Menstrual Care
Chart 77 Forecast Value Sales 2020-2030
Chart 78 Forecast Value Sales by Category 2025-2030
Asaleo Care and Johnson & Johnson Defend Lead as Sustainable Challengers Gain Ground
Chart 79 Company Shares 2025
Chart 80 Brand Shares 2025
Supermarkets Maintain Lead as Offline Dominates
Awwa and Modibodi Disrupt with Sustainability and Digital Reach
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 New Zealand
Key Data Insights
Premium Brands and Eco Ranges Capture Value as Spending Shifts Online
Chart 89 Key Industry Trends for Wipes
Premium Brands and Eco Ranges Capture Value as Spending Shifts Online
Chart 90 Dettol Wipes Lead Convenience Trend with Portable, Multi-Purpose Hygiene Solutions
Personal Wipes Outpace Household Wipes as Premium and Natural Claims Boost Sales
Silk and Earthsmart Drive Sustainability as Flushable Wipes Gain Sewer Approval
Chart 91 EarthSmart Eco Wipes Leverage Natural Premium Demand
Chart 92 Value Sales 2020-2030
Chart 93 Value Sales by Category 2025
Eco Innovations and Flushability Standards to Push Brands to Reformulate
Multi-Purpose and Portable Formats Will Encourage Repeat Purchases and Trading up
Chart 94 Analyst Insight for Wipes
E-Commerce and Premiumisation Expand Reach and Drive Value Growth
Chart 95 Forecast Value Sales 2020-2030
Chart 96 Forecast Value Sales by Category 2025-2030
Kimberly-Clark Sustains Lead as Eco Challengers Gain Niche Traction
Chart 97 Company Shares 2025
Chart 98 Brand Shares 2025
Supermarkets Retain Dominance through Convenience
Eco Brands Expand Reach through Online Platforms
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 New Zealand
Key Data Insights
Sorbent Broadens Affordable Tissue Choices as Shoppers Balance Value and Sustainability
Chart 107 Key Industry Trends for Retail Tissue
Sorbent Broadens Affordable Tissue Choices as Shoppers Balance Value and Sustainability
Chart 108 Sorbent Strengthens Market with Affordable, Locally Made Tissue Across Multiple Price
Essity Reduces Emissions with Geothermal-Powered Production, Boosting Lower-Carbon Tissue Supply
Digital-First Strategies and Subscriptions Transform Shopper Convenience and Loyalty
Chart 109 Value Sales 2020-2030
Chart 110 Volume Sales 2020-2030
Chart 111 Value Sales by Category 2025
Value-Conscious Purchasing and Tiered Portfolios to Drive Steady Growth
Chart 112 Analyst Insight for Retail Tissue
Sustainable Innovation and Digital Convenience Reshape Shopper Loyalty and Product Choice
Chart 113 Forecast Value Sales 2020-2030
Chart 114 Forecast Value Sales by Category 2025-2030
Asaleo Care Leverages Brand Strength to Retain Shopper Loyalty
Chart 115 Company Shares 2025
Chart 116 Brand Shares 2025
Supermarkets Retain Dominance as E-Commerce Accelerates Bulk Sales
Essity’S Cultural Collaboration Boosts Brand Appeal and Loyalty
Chart 117 Retail Channels 2020-2025
Chart 118 Economic Context for Retail Tissue
Chart 119 Real Gdp Growth 2020-2030
Chart 120 Inflation 2020-2030
Chart 121 Consumer Context for Retail Tissue
Chart 122 Population 2020-2030
Chart 123 Consumer Expenditure 2020-2030
Chart 124 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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