Tissue and hygiene in 2024: The big picture
In 2024, tissue and hygiene in Spain saw positive growth in current value terms, reflecting a strong recovery driven in large part by retail tissue. After three consecutive years of declining volumes, retail tissue rebounded to positive volume growth as unit prices stabilised following a reduction in cellulose costs, a raw material with prices that had experienced significant volatility in recent years.
2024 key trends
Retail tissue accounted for the largest share of total value sales within overall tissue and hygiene in 2024, and recorded solid growth, albeit at a slightly reduced pace compared to 2023. Within retail hygiene, pantyliners was responsible for the biggest proportion of volume sales.
Competitive landscape
Private label players performed robustly in 2024, with Mercadona leading overall tissue and hygiene in terms of value share. Procter & Gamble came in second, maintaining a strong presence particularly within retail hygiene segment – most notably in nappies/diapers/pants and menstrual care.
Retail developments
Supermarkets continues to lead distribution for tissue and hygiene products in Spain. Grocery retailers, particularly supermarkets, hypermarkets and discounters such as Lidl and Aldi, are benefiting significantly from the rising popularity of private label offerings.
What next for tissue and hygiene?
Looking ahead, tissue and hygiene in Spain is poised to continue its growth trajectory in terms of both value and volume sales during the forecast period. Adult incontinence products and paper towels are forecast to remain key growth drivers.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Spain 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 Spain, 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 Spain 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 Spain?
- Which are the leading brands in Tissue and Hygiene in Spain?
- How are products distributed in Tissue and Hygiene in Spain?
- 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 Spain
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 Spain
KEY DATA FINDINGS
Tourism bolsters growth for AFH in 2024
Expansion of old-age care homes fuels growth for AFH adult incontinence
Price sensitivity and limited innovation seen in AFH tissue
Rising demand through horeca, and a sharper focus on sustainability
Horeca and healthcare as growth drivers
Sustainable innovation in tissue solutions
Retail Adult Incontinence in Spain
KEY DATA FINDINGS
Heightened consumer awareness pushes demand
Essity leads as private label continues to expand
Offline channels lead in terms of value share
Expansion through male-targeted innovation
Subscription services boost online presence
Smart, sustainable innovations set to drive development
Nappies/Diapers/Pants in Spain
KEY DATA FINDINGS
Falling birth rate continues to undermine demand in 2024
Procter & Gamble leads with Dodot brand
Supermarkets leads distribution as subscription services propel e-commerce
Delayed potty training set to support future growth
E-commerce will continue to expand, bolstered by a greater prevalence of subscription models
Innovation driven by rising interest in sustainability and skincare
Menstrual Care in Spain
KEY DATA FINDINGS
Shift towards reusable options puts downward pressure on menstrual care
Private label expands as leading player Procter & Gamble loses share
Health and beauty specialists as only channel to rise in 2024
Growing adoption of reusable menstrual solutions
Steady e-commerce growth anticipated, though offline grocery retail will remain preferred distribution channel
Transformation through sustainability and waste reduction
Wipes in Spain
KEY DATA FINDINGS
Rising concern with hygiene and skincare supports sales in 2024
Mercadona leads thanks while baby wipes embrace multifunctionality
Supermarkets leads distribution, followed by discounter and hypermarkets
Further growth and innovation forecast for wipes
E-commerce to enjoy continued expansion
Sustainability will drive future innovation
Retail Tissue in Spain
KEY DATA FINDINGS
Recovery for retail tissue in 2024
Private label goes from strength to strength, with Lidl in the lead
Supermarkets maintain leadership of distribution channels, with e-commerce rising fastest in 2024
Bright future projected for retail tissue in Spain
E-commerce and discounters to remain key channels
Sustainable packaging innovation as central focus
Rx/Reimbursement Adult Incontinence in Spain
KEY DATA FINDINGS
Local infrastructure supports continued growth in 2024
Concentrated landscape with major names leading
Diversity among distribution channels
Demographic trends will continue to impact demand
Environmental concerns to direct product innovation
Evolution of distribution channels
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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