Tissue and hygiene in 2024: The big picture
Following several years of dynamic value growth, driven by high inflation and escalating production costs, tissue and hygiene in the UK recorded a more subdued performance in 2024. This was particularly evident in retail tissue, the largest value category overall, as inflation and the cost of production decreased in the latter stages of 2023 and into 2024, in addition to a decline in pulp costs and other raw materials.
2024 key trends
Within retail tissue, boxed facial tissues was a particularly dynamic performer in 2024, with sales boosted by a strong flu season in the UK. Some local consumers started to purchase more premium products, especially in the last six months of the year, further boosting value growth of boxed facial tissues.
Competitive landscape
Kimberly-Clark Holding Ltd retained its overall lead of tissue and hygiene in 2024, offering a wide portfolio of well-known brands that are present across several categories, including retail adult incontinence with Depend, nappies/diapers/pants with Huggies Pull-Ups, menstrual care with Kotex, wipes, and retail tissue, where it offers Andrex, the leading brand in toilet paper. On the other hand, private label lost ground in 2024, as some consumers moved away from more economical options due to improving disposable incomes.
Retail developments
In 2024, supermarkets remained the leading distribution channel for consumers of tissue and hygiene in the UK, followed closely by hypermarkets. As the most popular brands are available in many of the leading retailers, in addition to these stores offering their own affordable private label ranges, local consumers find it convenient to purchase their tissue and hygiene needs at the same time as when they are doing their regular grocery shop.
What next for tissue and hygiene?
Retail hygiene offers further strong growth potential over the forecast period. As products such as menstrual care and nappies/diapers/pants are considered essential, they will always be prioritised to some extent in consumers’ purchasing decisions.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in United Kingdom 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 United Kingdom, 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 United Kingdom 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 United Kingdom?
- Which are the leading brands in Tissue and Hygiene in United Kingdom?
- How are products distributed in Tissue and Hygiene in United Kingdom?
- 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 the United Kingdom
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 the United Kingdom
KEY DATA FINDINGS
Volume growth of away-from-home tissue outperforms value in 2024
AFH adult incontinence demand driven by population factors
NHS losing money on inferior incontinence products according to Essity study
Positive outlook across away-from-home tissue and hygiene
Despite ingrained work habits, sales of away-from-home tissue will remain stable
Retail Adult Incontinence in the United Kingdom
KEY DATA FINDINGS
Light adult incontinence remains most popular format in category
Essity retains dominance with Tena range
E-commerce makes further share gain in 2024
Ageing population set to drives sales over forecast period
E-commerce offers further growth potential as convenient and discreet channel
New drug could potentially impact demand for retail adult incontinence
Nappies/Diapers/Pants in the United Kingdom
KEY DATA FINDINGS
Unit price increases drive category’s value growth
Procter & Gamble retains convincing lead with Pampers
Supermarkets leads distribution, but e-commerce makes further gains by offering convenience and competitive prices
Premiumisation offers value growth potential despite strength of private label
E-commerce set to gain further ground by offering multiple advantages to consumers
Focus on superior quality and sustainability expected to gain momentum
Menstrual Care in the United Kingdom
KEY DATA FINDINGS
Rising demand and unit price growth drive value sales
Procter & Gamble leads category, supported by Always and Tampax
E-commerce continues to grow, but retail offline dominates distribution
Positive outlook for menstrual care despite growing impact of substitutes
E-commerce offers platform for smaller brands
Sustainable brands expected to perform well over forecast period
Wipes in the United Kingdom
KEY DATA FINDINGS
Wipes continues to perform positively, supported by habitual use
Procter & Gamble retains lead, while WaterWipes records most dynamic growth
Amazon and e-commerce platforms of grocery retailers popular for wipes
Baby wipes and general purpose wipes to continue growing, while deodorant wipes will struggle from niche positioning
Amazon important for e-commerce sales of wipes
Ban on use of plastic in wipes unlikely to have major impact on demand
Retail Tissue in the United Kingdom
KEY DATA FINDINGS
Flat performance for mature category of retail tissue
Kimberly-Clark retains leadership due to established presence of Andrex and Kleenex
E-commerce continues to gain share from modern grocery retailers
Premiumisation set to support value sales
Omnichannel approach could be the key to future growth
Consumers willing to spend more if they perceive a product to offer greater value
Rx/Reimbursement Adult Incontinence in the United Kingdom
KEY DATA FINDINGS
Competition from other categories negatively impacts sales
NHS waiting times a contributing factor to decline
Volume sales set to further decline over the forecast period
Substitutes, reusable alternatives and NHS waiting times set to be major limiting factors for category
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)
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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.
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This report originates from Passport, our Tissue and Hygiene research and analysis database.
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