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Persistent Demand for Advanced Features, Comfort and Eco-Friendly Products
Tissue and hygiene in the United Kingdom registered a modest rise in retail current value sales in 2025, albeit largely in line with the 2024 performance. However, in a Western European context, the market tended to see higher levels of innovation and more premium launches. The environment remains attractive for brands able to balance premiumisation, sustainability and value, underpinned by rising consumer expenditure and a growing population, particularly relating to the 65-year-old-and-over cohort. Shoppers are increasingly willing to pay for advanced features and eco-friendly solutions, even as affordability and value for money drive the continued success of private label and bulk pack options. The most successful strategies involve combining innovation in product composition and format with robust digital channel execution and clear value communication. This is especially germane as retail e-commerce became the top channel and subscription models gain traction for frequently replenished products. Demographic changes, environmental priorities and the need for convenience continue to steer both new product developments and competitive positioning, making it essential for brands to deliver differentiated, sustainable and accessible solutions.
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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
Persistent Demand for Advanced Features, Comfort and Eco-Friendly Products
Key Data Insights
Chart 1 Key Industry Trends for Tissue and Hygiene
Persistent Demand for Advanced Features, Comfort and Eco-Friendly Products
Chart 2 Andrex Ultimate Fresh XL Hygiene Wipes
Demographic Trends Play a Strong and Growing Role in Tissue and Hygiene
Chart 3 Fluus Launches in Tesco
Novelties Address Consumers' Sustainability, Hygiene and Convenience Concerns
Chart 4 The Cheeky Panda Unveils Bamboo based Products
Chart 5 Value Sales 2020-2030
Chart 6 Value Sales by Category 2025
Demographic Trends to Continue to Exert a Strong Influence on Category Performances
Eco-Innovation and Premiumisation to Reshape Consumer Loyalty and Competition
Chart 7 Forecast Value Sales 2020-2030
Chart 8 Forecast Value Sales by Category 2025-2030
Kimberly-Clark and Procter & Gamble Maintain Lead as Private Label Competes on Price
Chart 9 Analyst Insight for Tissue and Hygiene
Chart 10 Company Shares 2025
Chart 11 Brand Shares 2025
Shift From Retail Offline to Online
Subscription Models, Seamless Shopping and Broad Assortments Fuel Online Loyalty
Chart 12 Retail Channels 2020-2025
Chart 13 Economic Context for Menstrual Care
Chart 14 Real Gdp Growth 2020-2030
Chart 15 Inflation 2020-2030
Chart 16 Consumer Context for Menstrual Care
Chart 17 Population 2020-2030
Chart 18 Consumer Expenditure 2020-2030
Chart 19 Population by Generation 2025
Away-From-Home Tissue and Hygiene in the United Kingdom
Key Data Insights
Population and Macroeconomic Factors Support Category Performance
Chart 20 Key Industry Trends Away-from-Home
Population and Macroeconomic Factors Support Category Performance
Wide Use across Channels Underpins Away-From-Home Tissue
Sustainability and Technological Innovation Trends Are Shaping the Away-From-Home Environment
Chart 21 Kimberly-Clark Professional Launches Onvation
Chart 22 Value Sales 2020-2030
Chart 23 Value Sales by Category 2025
Healthcare Institutions Prioritise Advanced Hygiene Solutions as the Population Ages
Sustainability Innovations Prompt Buyers to Favour Environmentally-Focused Launches
Chart 24 Northwood Hygiene Products Launches Natural Range Made of Recycled Cardboard
Chart 25 Forecast Value Sales 2020-2030
Chart 26 Forecast Value Sales by Category 2025-2030
Stable Distribution Patterns Persist as Channel Shifts Remain Absent
Chart 27 Retail Channels 2020-2025
Chart 28 Economic Context for Away-from-Home
Chart 29 Real Gdp Growth 2020-2030
Chart 30 Inflation 2020-2030
Chart 31 Consumer Context for Away-from-Home
Chart 32 Population 2020-2030
Chart 33 Consumer Expenditure 2020-2030
Chart 34 Population by Generation 2025
Retail Adult Incontinence in the United Kingdom
Key Data Insights
Demographic Trends Remain a Key Growth Avenue
Chart 35 Key Industry Trends for Retail Adult Incontinence
Demographic Trends Remain a Key Growth Avenue
Chart 36 Tena Launches Campaign to Decrease Stigma
Light Incontinence Leads Usage While Male-Focused Innovation Accelerates Growth
Chart 37 ViraCare Launches New Range for Men
Destigmatisation, Innovation and Convenience Provide Key Growth Drivers
Chart 38 Tena Introduces New Tena ProSkin Pants
Chart 39 Value Sales 2020-2030
Chart 40 Volume Sales 2020-2030
Chart 41 Value Sales by Category 2025
Awareness Campaigns to Continue to Give Confidence to the Underserved Male Consumer Group
Absorbency-Focused Innovation to Accelerate Growth in Moderate/Heavy Adult Incontinence
Reusable Solutions and Comfort to Reshape Consumers' Purchasing Decisions
Chart 42 Forecast Value Sales 2020-2030
Chart 43 Forecast Value Sales by Category 2025-2030
Essity Strengthens Lead as Rivals Lose Ground
Chart 44 Analyst Insight for Retail Adult Incontinence
Chart 45 Company Shares 2025
Chart 46 Brand Shares 2025
E-Commerce Leverages Convenience and Discreetness to Outpace Offline Rivals
Chart 47 Retail Channels 2020-2025
Chart 48 Economic Context for Retail Adult Incontinence
Chart 49 Real Gdp Growth 2020-2030
Chart 50 Inflation 2020-2030
Chart 51 Consumer Context for Retail Adult Incontinence
Chart 52 Population 2020-2030
Chart 53 Consumer Expenditure 2020-2030
Chart 54 Population by Generation 2025
Nappies/Diapers/Pants in the United Kingdom
Key Data Insights
Rascals Expands Retail Reach as Premiumisation Offsets Birth Rate Decline
Chart 55 Key Industry Trends for Nappies/Diapers/Pants
Rascals Expands Retail Reach as Premiumisation Offsets Birth Rate Decline
Chart 56 Rascals Launches in Morrisons
Disposable Pants Brands Use Innovation and Marketing to Capture Growth
Chart 57 Rascals "We Get It" Campaign Increases the Competition
Pura’S Recycling Initiative Shows Sustainability’S Role in Driving up Unit Prices
Chart 58 Pura Pushes Sustainability Drive
Chart 59 Value Sales 2020-2030
Chart 60 Volume Sales 2020-2030
Chart 61 Value Sales by Category 2025
Brands to Accelerate Innovation in Disposable Pants to Offset Shrinking User Base
Sustainability and Premium Features Command Price Premiums as Consumer Priorities Evolve
Chart 62 Forecast Value Sales 2020-2030
Chart 63 Forecast Value Sales by Category 2025-2030
Procter & Gamble Leverages Brand Strength to Sustain Value Lead but Private Label Advances
Chart 64 Analyst Insight for Nappies/Diapers/Pants
Chart 65 Company Shares 2025
Chart 66 Brand Shares 2025
Supermarkets Maintains Lead as Discounters Gains Ground
Retail E-Commerce Attracts Convenience Seekers and Subscription Buyers
Chart 67 Retail Channels 2020-2025
Chart 68 Economic Context for Nappies/Diapers/Pants
Chart 69 Real Gdp Growth 2020-2030
Chart 70 Inflation 2020-2030
Chart 71 Consumer Context for Nappies/Diapers/Pants
Chart 72 Population 2020-2030
Chart 73 Consumer Expenditure 2020-2030
Chart 74 Population by Generation 2025
Menstrual Care in the United Kingdom
Key Data Insights
Totm and Fluus Fit with the Key Trends Reshaping Consumer Preferences
Chart 75 Key Industry Trends for Menstrual Care
Totm and Fluus Fit with the Key Trends Reshaping Consumer Preferences
Chart 76 Menstrual Care Brand TOTM Launches in Waitrose
Slim/Thin/Ultra-Thin Towels Retains Retail Value Sales Leadership as Disposable Period Pants Surge From a Low Base
Chart 77 Fluus Arrives in Tesco
Sustainability Claims and Ethical Sourcing Differentiate Brands and Drive Value Sales Growth
Chart 78 The Cheeky Panda Enters with Bamboo-based, Biodegradable Pads
Chart 79 Value Sales 2020-2030
Chart 80 Volume Sales 2020-2030
Chart 81 Value Sales by Category 2025
Slim Towels and Premium Launches Keep Value Ahead of Volume
Sustainability and Premiumisation Drive Business Model Shifts
Chart 82 Forecast Value Sales 2020-2030
Chart 83 Forecast Value Sales by Category 2025-2030
Procter & Gamble Defends Leadership as Private Label Remains Popular
Chart 84 Analyst Insight for Menstrual Care
Chart 85 Company Shares 2025
Chart 86 Brand Shares 2025
Health and Beauty Specialists Maintains Leadership as E-Commerce Accelerates
Direct-To-Consumer Brands Drive E-Commerce Expansion through Subscriptions
Chart 87 Retail Channels 2020-2025
Chart 88 Economic Context for Menstrual Care
Chart 89 Real Gdp Growth 2020-2030
Chart 90 Inflation 2020-2030
Chart 91 Consumer Context for Menstrual Care
Chart 92 Population 2020-2030
Chart 93 Consumer Expenditure 2020-2030
Chart 94 Population by Generation 2025
Wipes in the United Kingdom
Key Data Insights
Andrex Drives Convenience-Led Growth as Everyday Use Expands
Chart 95 Key Industry Trends for Wipes
Andrex Drives Convenience-Led Growth as Everyday Use Expands
Chart 96 Andrex Ultimate Fresh XL Hygiene Wipes
Personal Wipes Outpace Home Care Wipes and Private Label Expands Reach
Chart 97 Andrex Launches New Format for New Moist Toilet Wipes Range
Wype Challenges Disposables as Eco Concerns Shift Consumer Choices
Chart 98 Wype Turns Toilet Paper into a Moist Toilet Wipe
Chart 99 Value Sales 2020-2030
Chart 100 Value Sales by Category 2025
Personal Wipes to Sustain Momentum as Innovation Shifts Value Propositions
Sustainability Concerns Reshape Consumer Habits and Product Development
E-Commerce and Channel Diversification Enable Accessible and Convenient Purchasing
Chart 101 Forecast Value Sales 2020-2030
Chart 102 Forecast Value Sales by Category 2025-2030
Procter & Gamble and Kimberly-Clark Maintain the Leading Positions as Investment and Trust Offset Share Erosion
Chart 103 Analyst Insight for Wipes
Chart 104 Company Shares 2025
Chart 105 Brand Shares 2025
Direct-To-Consumer Brands and Online Grocers Boost E-Commerce
Subscription Services and Omnichannel Strategies Fuel Online Sales Growth
Chart 106 Retail Channels 2020-2025
Chart 107 Economic Context for Wipes
Chart 108 Real Gdp Growth 2020-2030
Chart 109 Inflation 2020-2030
Chart 110 Consumer Context for Wipes
Chart 111 Population 2020-2030
Chart 112 Consumer Expenditure 2020-2030
Chart 113 Population by Generation 2025
Retail Tissue in the United Kingdom
Key Data Insights
Waitrose Responds to Demand for Better Value for Money with Product Relaunch
Chart 114 Key Industry Trends for Retail Tissue
Waitrose Responds to Demand for Better Value for Money with Product Relaunch
Chart 115 Waitrose Brings Back its Larger Private Label Toilet Paper
Who Gives a Crap Expands into Tesco and Drives Eco-Focused Innovation
Chart 116 Who Gives a Crap Moves into Tesco
Toilet Paper Dominates a Mature Category
Chart 117 Value Sales 2020-2030
Chart 118 Volume Sales 2020-2030
Chart 119 Value Sales by Category 2025
Brands to Prioritise Differentiation as Stable Demand Limits Volume Gains
Eco-Friendly Launches and Value-Led Strategies Shape Competitive Outcomes
Direct-To-Consumer Brands Gain Traction through Online Subscriptions
Chart 120 Forecast Value Sales 2020-2030
Chart 121 Forecast Value Sales by Category 2025-2030
Kimberly-Clark Leverages Brand Strength to Resist Private Label
Chart 122 Analyst Insight for Retail Tissue
Chart 123 Company Shares 2025
Chart 124 Brand Shares 2025
E-Commerce Overtakes Hypermarkets as Consumers Seek Convenience and Choice
Online Retail Reshapes Competition as Subscription Models and Variety Drive Growth
Chart 125 Retail Channels 2020-2025
Chart 126 Economic Context for Retail Tissue
Chart 127 Real Gdp Growth 2020-2030
Chart 128 Inflation 2020-2030
Chart 129 Consumer Context for Retail Tissue
Chart 130 Population 2020-2030
Chart 131 Consumer Expenditure 2020-2030
Chart 132 Population by Generation 2025
Rx/Reimbursement Adult Incontinence in the United Kingdom
Key Data Insights
Nhs Waiting Times Shift Consumer Behaviour
Chart 133 Key Industry Trends for Rx/Reimbursement Adult Incontinence
Nhs Waiting Times Shift Consumer Behaviour
Chart 134 Ontex Launches iD Discreet range in Europe
Ontex Launches a Key New Range and Develops an Education Initiative
Chart 135 Ontex Academy Issues Over 2000 Certificates to Healthcare Professionals
Chart 136 Value Sales 2020-2030
Chart 137 Volume Sales 2020-2030
Consumers Shift to Retail Alternatives as Nhs Access Delays Persist
Chart 138 Forecast Value Sales 2020-2030
Tena Sustains Leadership as Alternatives Lack Strong Evidence
Nhs Distribution Model Leaves No Room for Retail Channel Shifts
Chart 139 Economic Context for Rx/Reimbursement Adult Incontinence
Chart 140 Real Gdp Growth 2020-2030
Chart 141 Inflation 2020-2030
Chart 142 Consumer Context for Rx/Reimbursement Adult Incontinence
Chart 143 Population 2020-2030
Chart 144 Consumer Expenditure 2020-2030
Chart 145 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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