Tissue and hygiene in Malaysia witnessed moderate value growth of 5% in 2025 and outpaced inflation to reach MYR3,175 million. Robust consumer expenditure and the implementation of financial aid via the Sumbangan Asas Rahmah (SARA) government initiative is driving growth. Malaysia's rising population and ageing demographic is expanding the consumer base and need for tissue and hygiene products. The retail landscape plays a pivotal role in driving growth, where leading brands maintain dominance

Tissue and hygiene in Ecuador showed moderate growth in 2025, with a retail value increase of 2% to USD562 million. The landscape is increasingly shaped by heightened price sensitivity, with cost-conscious shoppers fuelling a pronounced shift towards discounter channels and private label. While overall consumer spending in Ecuador reached USD83.3 billion in 2025 and economic indicators stabilised, the cautious approach to household budgets remains entrenched, making affordability a decisive fact

Tissue and hygiene in Poland demonstrated a resilient performance in 2025, outperforming many regional counterparts by recording value growth of 6% to PLN11.7 billion supported by real GDP growth of 3% and rising consumer expenditure. This environment remains attractive, as strong volume sales are driven by ongoing demand for essential products, despite continuing population decline and increased price sensitivity. Health and beauty specialists maintains their retail channel lead at 33%, and dis

Tissue and hygiene in Myanmar in 2025 demonstrated a marked departure from regional dynamics, with the environment shaped by acute economic instability, double-digit inflation, and sustained currency devaluation. Together, these factors have drastically eroded purchasing power and are pushing consumers to prioritise affordability above all else. Unlike neighbouring markets that have benefited from premiumisation and innovation, Myanmar’s landscape is characterised by consumers overwhelmingly dow

Retail tissue and hygiene faces fragile demand amid sustained price sensitivity, requiring a precise balance between affordability and benefit led premiumisation. Growth is driven by e commerce, regional divergence and portfolio reset, while ageing and wellness reinforce structural demand. Long term upside lies in emerging markets and mixed use routines, where value clarity and segmentation determine competitive success.

Tissue and hygiene in Estonia in 2025 demonstrated notable resilience, despite subdued growth, with current value rising only marginally to EUR98.7 million, a pace well below the inflation-driven surges experienced in the region’s recent past. The landscape is shaped by heightened price sensitivity and budget pressures, causing shoppers to gravitate towards private label and large-format packs, with discounters and supermarkets expanding their shares through aggressive promotions and value-centr

In 2025, tissue and hygiene in Portugal demonstrated continued value expansion due to resilient retail hygiene and robust demand in adult incontinence, with retail sales underpinned by a total population of 11 million. The environment remains highly attractive for investment, as manufacturers successfully stabilise private label share and drive premiumisation through targeted discounts, while innovative launches—such as products made with recycled textile fibres—signal a shift towards sustainabi

Tissue and hygiene in Georgia recorded notable momentum in 2025, outpacing many regional peers as retail sales improved compared to the previous year, supported by rising real GDP and growing disposable incomes. The landscape is highly attractive for investment, driven by strong fundamentals including a forecast rise in consumer expenditure, and further bolstered by ongoing premiumisation, expansion of modern retail and innovation in product safety and sustainability. Leading brands succeed by p

Tissue and hygiene in Turkey demonstrated resilience and momentum in 2025, with dynamic growth in retail current value sales. This growth outpaces typical regional benchmarks amid persistent inflationary pressures and constrained disposable incomes. This environment intensifies the appeal of the Turkish market, driven by robust demand for essential goods, high population figures and ongoing consumer shifts towards bulk formats, economy lines and private label, while simultaneously allowing premi

Despite a recovery in tissue and hygiene demand in Argentina during 2025, value growth was largely propelled by inflation, while real improvements in consumption were concentrated among higher-income groups, underscoring continued economic pressure on lower-income households. The combination of persistent inflation at 40% and only marginal gains in essential goods highlights that growth in retail value, which reached ARS4 trillion in 2025, is masking ongoing challenges in real purchasing power.

Japan’s tissue and hygiene market witnessed moderate value growth in 2025, largely driven by inflation-linked price increases, as well as rising logistics and labour costs and sustained demand for adult incontinence products. In constant terms, retail value growth declined marginally to reach JPY1,149 billion in 2025. The notable decline in the Japanese population and rising inflation were challenging factors for players. Nonetheless, market attractiveness remained high due to the premiumisat

Tissue and hygiene in South Korea maintained low positive growth in 2025, supported by dynamic expansion in retail adult incontinence and innovation-led advances in menstrual care and wipes. The local performance is primarily due to South Korea’s highly mature market, a contracting population, and a sharp increase in those aged 65 and over, which is reshaping both demand and product innovation. Despite headwinds such as a low birth rate, the market remains attractive due to the rapid shift to e-

Tissue and hygiene in Saudi Arabia demonstrated healthy growth in 2025, with retail sales rising by 6% to SAR5.9 billion, outpacing inflation and underlining the resilience of this space compared to wider regional patterns. The combination of robust economic growth, a growing population—now exceeding 36 million—and a large base of young and family households has intensified demand, positioning tissue and hygiene as a highly attractive environment for both value and premium innovation. With the m

Tissue and hygiene in Slovenia demonstrated robust and stable momentum in 2025, with value sales increasing by 4% to EUR88.6 million, signalling a shift from recent inflation-fuelled gains to more volume-driven expansion as cost pressures ease. The attractiveness of the Slovenian tissue and hygiene environment is underpinned by structurally resilient demand for essentials, a steadily rising population of 2.1 million, and a marked increase in consumer expenditure to EUR36.7 billion, yet is temper

Tissue and hygiene in Cameroon delivered mid-single-digit value growth in 2025, but this was slightly below the acceleration seen in some regional counterparts where premiumisation is more pronounced. The Cameroonian landscape stands out for its persistent focus on affordability and essential consumption, driven by a young and urbanising population, rising access to sanitation, and ongoing cost-of-living constraints. Market attractiveness remains high, underpinned by a large and expanding consum

Tissue and hygiene in the Dominican Republic demonstrated stable value growth of 3% in 2025, reaching DOP19,486 million, yet the pace of growth has moderated as the landscape matures and price competition intensifies. The appeal for investment remains strong due to robust consumer spending, a population of 11.5 million, and clear headroom for expansion in higher-value offerings, particularly those responding to the evolving needs of both younger and ageing consumers. The environment is defined b

Tissue and hygiene in Egypt demonstrated resilient value growth in 2025, as retail current value reached EGP58 billion with an 9% value growth increase, driven by unique pressures from rapid currency depreciation and high inflation. The landscape is defined by a pronounced shift towards value-focused purchasing, with local production and domestic supply chains enabling companies to maintain stable prices and reliable availability, despite import cost volatility. Brands are able to succeed by pri

Tissue and hygiene in Guatemala in 2025 demonstrated stable expansion, underpinned by the country’s steady economic growth, rising consumer expenditure, and population increase. The environment is increasingly attractive for both established and new entrants, as the balance of moderate inflation at 2%, expanding middle-class, and gradual shift in consumer preferences support ongoing volume and value gains, even as growth rates soften from previous highs. Key drivers include pronounced innovation

Tissue and hygiene in Peru in 2025 displayed notable resilience amid macroeconomic stabilisation, yet real sales saw only a marginal uplift, as households maintained a cautious stance on non-essential spending despite GDP growth and consumer expenditure increasing. Flat retail value sales, combined with a sharp focus on cost management, signalled an environment where brands face mounting pressure to demonstrate clear functional value and affordability, particularly as discounters and pharmacy-le

Tissue and hygiene in Pakistan demonstrated notable resilience in 2025, achieving a 17% rise in current value sales to outperforming broader Asia Pacific peers by sustaining both value and volume growth despite inflationary pressures and shifting consumer priorities. The environment remains attractive due to the scale of underlying demand, underpinned by a population of 255 million, growing urbanisation, and rising awareness of health and hygiene, although affordability remains a key constraint

Tissue and hygiene in Sri Lanka in 2025 demonstrates steady but slower value growth compared to prior years, as households remain cautious in their spending following a period of economic instability. The overall environment is attractive for brands able to compete on affordability, as aggressive discounting, bundle promotions, and a surge in private label offerings from major retailers such as Cargills Food City, Keells, and Spar have shifted consumer priorities away from brand loyalty towards

Tissue and hygiene in Honduras achieved steady retail value gains in 2025, outperforming several neighbouring Central American markets facing more severe inflationary pressures. However, the landscape remains shaped by widespread poverty and the lowest per-capita incomes in the region, making affordability the core driver of purchasing decisions and constraining opportunities for premiumisation. The environment is attractive for those able to compete on price and distribution reach, particularl

Tissue and hygiene in Qatar in 2025 continues to demonstrate resilience and underlying growth potential, as evidenced by retail sales reaching QAR853 million and a value growth of 2%, despite a deceleration from the prior year. The environment remains attractive due to a combination of high consumer expenditure, a young and expanding population, and premiumisation supported by elevated GDP per capita, but success hinges on navigating the pronounced duality between value-seeking and premium-orien

Tissue and hygiene in Azerbaijan demonstrates sustained growth in 2025, with retail value sales rising to AZN572 million, supported by continued population expansion and resilient household spending despite inflation of 6%. The landscape remains attractive due to robust demand for essential products and a projected CAGR of 7% through 2030. Value-driven purchasing is increasingly prominent, with large pack formats and private label offerings gaining traction, while competition intensifies as Turk