Tissue and Hygiene in Western Europe

May 2024

In spite of inflation still hitting consumer spending power in 2023, the tissue and hygiene market was recording positive growth in real value terms in this year. However, price sensitivity has seen a trend towards rising shares for private label in many of the region’s countries. Nevertheless, players have continued to introduce more sustainable products to appeal to eco-conscious consumers,, such as bamboo-based toilet paper or fully compostable nappies/diapers.

USD 1,475
Request More Information

Delivery

This report comes in PPT.

Key findings

Private label share growing in Germany

Private label, already holding a major sales share, was making further gains in Germany in 2023. German consumers see private label products as good-quality and trustworthy, making downtrading a viable option for many shoppers. This was particularly the case at the end of the review period, with local consumers more price sensitive due to the inflationary environment.

Sustainability remains important despite high inflation

Despite the cost-of-living crisis, sustainability remained high on the agenda in tissue and hygiene in the UK in 2023, with brands utilising alternative fibres for their products, such as plant-based, eg bamboo. For example, The Good Roll is a 100% bamboo-based toilet paper and paper towels brand, while Drylock unveiled a new bio-based and biodegradable nappy/diaper.

Modern grocery retailers dominate distribution

The e-commerce share reached 10% of retail value sales in 2023, although growth has slowed considerably since the pandemic. Modern grocery retailers continue to dominate sales in Western Europe, with the big supermarket, hypermarket and discounter chains, as well as health and beauty specialists, generally stocking wide ranges of their own private label lines alongside the branded products of well-known tissue and hygiene manufacturers.

Cataluña plans free distribution of menstrual care products

The Spanish region of Cataluña was planning free distribution of a variety of reusable menstrual care products via pharmacies across the region, which has a population of eight million people. This regulation was expected to be implemented in the first trimester of 2024 and could impact retail sales of menstrual care as well as accelerate the transition to reusable products.

Scope
Key findings
Toilet paper the biggest category in Western European tissue and hygiene
Western Europe records the strongest value sales growth in 2023
Positive if modest growth expected in the coming years in Western Europe
Strong growth for retail tissue in Turkey over 2018-2023
Rising demand for facial cleansing wipes
Toilet paper accounts for half of the new sales added in 2018-2023
Sustainability trend continues developing in Italy
Supermarkets the leading distribution channel in Western European tissue and hygiene
E-commerce continues to make gains, albeit more slowly than during the pandemic
Relatively consolidated competitive landscapes in most Western European countries
Private label has the biggest share of tissue and hygiene retail value sales
Greece and Turkey are home to the only single-market top 10 players in Western Europe
Pampers continues to lead the brand rankings in 2023
Positive, if modest, growth expected during the forecast period
Free reusable menstrual care products expected to become available in Cataluña
Austria: Market Context
Austria: Competitive and Retail Landscape
Belgium: Market Context
Belgium: Competitive and Retail Landscape
Denmark: Market Context
Denmark: Competitive and Retail Landscape
Finland: Market Context
Finland: Competitive and Retail Landscape
France: Market Context
France: Competitive and Retail Landscape
Germany: Market Context
Germany: Competitive and Retail Landscape
Greece: Market Context
Greece: Competitive and Retail Landscape
Ireland: Market Context
Ireland: Competitive and Retail Landscape
Italy: Market Context
Italy: Competitive and Retail Landscape
Netherlands: Market Context
Netherlands: Competitive and Retail Landscape
Norway: Market Context
Norway: Competitive and Retail Landscape
Portugal: Market Context
Portugal: Competitive and Retail Landscape
Spain: Market Context
Spain: Competitive and Retail Landscape
Sweden: Market Context
Sweden: Competitive and Retail Landscape
Switzerland: Market Context
Switzerland: Competitive and Retail Landscape
Turkey: Market Context
Turkey: Competitive and Retail Landscape
UK: Market Context
UK: Competitive and Retail Landscape

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
Share:

NEW REPORT GUARANTEE

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!

;