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Active Ageing Population Drives Incontinence Growth as Action Entry Intensifies Value Competition
Tissue and hygiene in Switzerland records positive value growth in 2025, driven by expansion in retail adult incontinence as an ageing yet active population increasingly seeks discreet, high-quality solutions. The competitive landscape remains moderately concentrated, with Migros Genossenschaftsbund eG, Procter & Gamble Switzerland Sàrl and Essity AB maintaining leadership through strong consumer trust and sustainability credentials, while private labels continue to gain share. Supermarkets retain channel leadership due to convenience and broad assortments, while discounters capture share by offering improved quality at lower prices. Retail e-commerce continues to expand, particularly in discreet categories such as adult incontinence and menstrual care, where privacy, subscriptions and home delivery resonate with consumers. Overall, the market is characterised by value-seeking behaviour alongside persistent premiumisation expectations, as consumers combine promotion-led purchasing and private-label adoption with demands for credible sustainability claims and transparency before accepting higher prices. Demographic shifts, including population ageing and declining birth rates, are set to reshape the category mix, with retail adult incontinence expected to sustain faster growth and sustainability commitments increasingly defining competitive success over the forecast period.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Switzerland 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 Switzerland, 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 Switzerland 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 Switzerland?
- Which are the leading brands in Tissue and Hygiene in Switzerland?
- How are products distributed in Tissue and Hygiene in Switzerland?
- 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 Switzerland
Active Ageing Population Drives Incontinence Growth as Action Entry Intensifies Value Competition
Key Data Insights
Chart 1 Key Industry Trends for Tissue and Hygiene
Active Ageing Population Drives Incontinence Growth as Action Entry Intensifies Value Competition
Kimberly-Clark Expands Renew Programme across European Markets
Chart 2 Kimberly-Clark Professional Evolves Rightcycle into Renew by Kimberly-Clark Professional
Essity Brands Capture Quality Expectations through Innovation
Chart 3 A Connected Software Solution for Smart Restroom Servicing
Chart 4 Value Sales 2020-2030
Chart 5 Value Sales by Category 2025
Sustainability Commitments Shape Consumer Choices as Demographics Reshape Category Mix
Active Ageing Population Accelerates Adult Incontinence Expansion
Chart 6 Analyst Insight for Tissue and Hygiene
Chart 7 Forecast Value Sales 2020-2030
Chart 8 Forecast Value Sales by Category 2025-2030
Migros Leverages Consumer Trust to Withstand Private-Label Gains
Chart 9 Company Shares 2025
Chart 10 Brand Shares 2025
Supermarkets Retain Leadership as E-Commerce Expands in Discreet Categories
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 Switzerland
Key Data Insights
Tourism Rebound Drives Growth as Essity Launches Coreless System
Chart 19 Key Industry Trends for Away-From-Home Tissue and Hygiene
Tourism Rebound Drives Growth as Essity Launches Coreless System
Chart 20 Tork Optiserve Toilet Paper System Saves Time for Facility Managers and Cleaning Teams
Touch-Free Systems Capture Hospitality Premium Positioning
Chart 21 A Connected Software Solution for Smart Restroom Servicing
Chart 22 Value Sales 2020-2030
Chart 23 Value Sales by Category 2025
Hospitality Spending Rebound Fuels Steady Expansion
Connected Dispensers Transform Operational Management
Chart 24 Analyst Insight for Away-From-Home Tissue and Hygiene
Chart 25 Forecast Value Sales 2020-2030
Chart 26 Forecast Value Sales by Category 2025-2030
Hospitals Lead as Return-To-Office Policies Support Business Growth
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 Switzerland
Key Data Insights
Active Ageing Drives Growth as Advanced Features Capture Premium Demand
Chart 35 Key Industry Trends for Retail Adult Incontinence
Active Ageing Drives Growth as Advanced Features Capture Premium Demand
Chart 36 Tena Proskin Slip Relaunch with Noticeable Benefits
Environmental Packaging Improvements Reshape Product Design Standards
Online Platforms Expand Discreet Access through Specialist Development
Chart 37 Value Sales 2020-2030
Chart 38 Volume Sales 2020-2030
Chart 39 Value Sales by Category 2025
Active Ageing Population Drives Light Adult Incontinence Growth
Digital Personalisation and Sustainable Materials Attract New Users
Biodegradable Materials Establish Sustainability Credentials
Chart 40 Analyst Insight for Retail Adult Incontinence
Chart 41 Forecast Value Sales 2020-2030
Chart 42 Forecast Value Sales by Category 2025-2030
Essity and Migros Respond to Shrinking Shares with Brand Trust
Chart 43 Company Shares 2025
Chart 44 Brand Shares 2025
Supermarkets Maintain Leadership as Health and Beauty Specialists Gain Momentum
Chart 45 Retail Channels 2020-2025
Chart 46 Economic Context for Retail Adult Incontinence
Chart 47 Real Gdp Growth 2020-2030
Chart 48 Inflation 2020-2030
Chart 49 Consumer Context for Retail Adult Incontinence
Chart 50 Population 2020-2030
Chart 51 Consumer Expenditure 2020-2030
Chart 52 Population by Generation 2025
Nappies/Diapers/Pants in Switzerland
Key Data Insights
Bulk Purchasing Drives Value as Disposable Pants Outpace Flat Market
Chart 53 Key Industry Trends for Nappies/Diapers/Pants
Bulk Purchasing Drives Value as Disposable Pants Outpace Flat Market
Chart 54 Milette Baby Care Naturals Nappies Provide Affordable Sustainability
Dermatological Certification Elevates Product Standards
Chart 55 Rascals Premium Diapers Available at Galaxus
Plant-Based Materials Reshape Packaging Standards
Chart 56 Value Sales 2020-2030
Chart 57 Volume Sales 2020-2030
Chart 58 Value Sales by Category 2025
Premium Features Offset Volume Decline as Disposable Pants Accelerate
E-Commerce Bulk Purchasing Expands Reach beyond Traditional Channels
Sustainability Integration Establishes Baseline Competitive Standard
Chart 59 Analyst Insight for Nappies/Diapers/Pants
Chart 60 Forecast Value Sales 2020-2030
Chart 61 Forecast Value Sales by Category 2025-2030
Procter & Gamble Expands Lead as Migros Appeals to Value Seekers
Chart 62 Company Shares 2025
Chart 63 Brand Shares 2025
Supermarkets Retain Leadership as Discounters Gain Momentum
Chart 64 Retail Channels 2020-2025
Chart 65 Economic Context for Nappies/Diapers/Pants
Chart 66 Real Gdp Growth 2020-2030
Chart 67 Inflation 2020-2030
Chart 68 Consumer Context for Nappies/Diapers/Pants
Chart 69 Population 2020-2030
Chart 70 Consumer Expenditure 2020-2030
Chart 71 Population by Generation 2025
Menstrual Care in Switzerland
Key Data Insights
Organyc Captures Premium Organic Cotton Demand
Chart 72 Key Industry Trends for Menstrual Care
Organyc Captures Premium Organic Cotton Demand
Chart 73 Organyc Organic Cotton Tampons & Pads
Natracare Addresses Environmental Impact through Compostability
Fragrance-Free Hypoallergenic Products Gain Traction
Chart 74 Value Sales 2020-2030
Chart 75 Volume Sales 2020-2030
Chart 76 Value Sales by Category 2025
Reusable Formats and Sustainable Materials Drive Growth
Digital Education Empowers Consumer Choice
Chart 77 Analyst Insight for Menstrual Care
Chart 78 Forecast Value Sales 2020-2030
Chart 79 Forecast Value Sales by Category 2025-2030
Procter & Gamble Secures Lead as Migros Accelerates Growth in Value-Focused Products
Chart 80 Company Shares 2025
Chart 81 Brand Shares 2025
Supermarkets Expand Reach as E-Commerce Accelerates Growth
Chart 82 Retail Channels 2020-2025
Chart 83 Economic Context for Menstrual Care
Chart 84 Real Gdp Growth 2020-2030
Chart 85 Inflation 2020-2030
Chart 86 Consumer Context for Menstrual Care
Chart 87 Population 2020-2030
Chart 88 Consumer Expenditure 2020-2030
Chart 89 Population by Generation 2025
Wipes in Switzerland
Key Data Insights
Affordability Drives Cautious Wipes Growth
Chart 90 Key Industry Trends for Wipes
Affordability Drives Cautious Wipes Growth
Plant-Based Materials Answer Environmental Expectations
Chart 91 Attitude Baby Leaves 99% Water Wipes
Dermatologist-Tested Credentials Drive Clean Wellness
Chart 92 Value Sales 2020-2030
Chart 93 Value Sales by Category 2025
Biodegradable Wipes and Eco-Packaging to Drive Growth
Chart 94 Analyst Insight for Wipes
Safety Credentials Set to Boost Intimate and Baby Wipes
Chart 95 Forecast Value Sales 2020-2030
Chart 96 Forecast Value Sales by Category 2025-2030
Migros Genossenschaftsbund Strengthens Position as Innovation Reshapes Leadership
Chart 97 Company Shares 2025
Chart 98 Brand Shares 2025
Supermarkets Lead as E-Commerce Gains Personal Care Share
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 Switzerland
Key Data Insights
Action's Value Entry Intensifies Affordability Focus
Chart 107 Key Industry Trends for Retail Tissue
Action's Value Entry Intensifies Affordability Focus
Chart 108 Papier Toilette Pure Soft Doux & Ultra Résistant
Tempo Enhances Reputation by Combining Softness and Sustainability
Chart 109 Softer Than Ever Thanks to the Use of Softer Fibers
Chart 110 Value Sales 2020-2030
Chart 111 Volume Sales 2020-2030
Chart 112 Value Sales by Category 2025
Limited Innovation Constrains Volume Growth Potential
Environmental Pressures Clash with Promotional Intensity
Chart 113 Analyst Insight for Retail Tissue
Chart 114 Forecast Value Sales 2020-2030
Chart 115 Forecast Value Sales by Category 2025-2030
Migros and Essity Sustain Dominance by Offering Breadth and Trust
Chart 116 Company Shares 2025
Chart 117 Brand Shares 2025
Supermarkets Dominate as E-Eommerce and Discounters Gain Ground
Chart 118 Retail Channels 2020-2025
Chart 119 Economic Context for Retail Tissue
Chart 120 Real Gdp Growth 2020-2030
Chart 121 Inflation 2020-2030
Chart 122 Consumer Context for Retail Tissue
Chart 123 Population 2020-2030
Chart 124 Consumer Expenditure 2020-2030
Chart 125 Population by Generation 2025
Rx/Reimbursement Adult Incontinence in Switzerland
Key Data Insights
Ageing Population Sustains Growth as Affordability Shapes Selection
Chart 126 Key Industry Trends for Rx/Reimbursement Adult Incontinence
Ageing Population Sustains Growth as Affordability Shapes Selection
Kimberly-Clark Introduces Renew Programme for Hard-To-Recycle Products
Chart 127 Kimberly-Clark Professional Evolves Rightcycle into Renew by Kimberly-Clark Professional
Chart 128 Value Sales 2020-2030
Chart 129 Volume Sales 2020-2030
Declining Stigma Drives Programme Participation as Product Design Normalises Care
E-Commerce Privacy Advantage Expands Access for Mobility-Limited Users
Chart 130 Analyst Insight for Rx/Reimbursement Adult Incontinence
Chart 131 Forecast Value Sales 2020-2030
Chart 132 Economic Context for Rx/Reimbursement Adult Incontinence
Chart 133 Real Gdp Growth 2020-2030
Chart 134 Inflation 2020-2030
Chart 135 Consumer Context for Rx/Reimbursement Adult Incontinence
Chart 136 Population 2020-2030
Chart 137 Consumer Expenditure 2020-2030
Chart 138 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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