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Market Research on the Tissue and Hygiene Industry

Euromonitor International publishes the world's most comprehensive market research on tissues and hygiene. We provide data and analysis on everything from total market sizes, market shares and industry trends to specific sub-category level information, including:

Related to this market: personal care, health and wellness products, retailing, luxury goods, nutrition, ingredients, institutional channels, hot drinks, soft drinks, dairy drinks, tobacco, packaged food and consumer electronics.

In addition we can provide in-depth data and statistics on: consumer lifestyles, income and expenditure, population, cities, households, the digital consumer, economy, finance and trade.

As well as: business dynamics and commercial industrial supply chains.

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Global Briefing

Facial Tissue: Category Versatility and Opportunities in the Developing Markets

Value sales growth for facial tissues in mature markets throughout Western Europe and North America has hit a ceiling. Manufacturers of facial tissue are now looking to the fast-moving Asia Pacific, Middle East and Africa, and Latin American regions ...

Jun 2016 | US$1,325 | Add to cart | View details

Country Report

Away-From-Home Tissue and Hygiene in the US

Away-from-home tissue and hygiene witnessed a marginal uptick in growth in 2015 in the US. This has remained in line with overall population growth and an increase in outlet growth for businesses such as hotels and restaurants as well as an increase ...

Jun 2016 | US$990 | Pages: 22 | Add to cart | View details

Country Report

Incontinence in the US

A continued change in cultural attitudes towards incontinence continues to provide sales growth for the category. Additionally, increased exposure through innovative advertising campaigns such as Kimberly-Clark’s “Underwareness” for its Depend brand ...

Jun 2016 | US$990 | Pages: 25 | Add to cart | View details

Country Report

Nappies/Diapers/Pants in the US

Per capita volume use of nappies/diapers/pants for children aged 0-36 months increased in 2015 to 1,269.4. Low population growth of children remains as the biggest factor that could negatively affect volume sales growth of diapers.

Jun 2016 | US$990 | Pages: 26 | Add to cart | View details

Country Report

Tissue and Hygiene in the US

Tissue and hygiene continued its steady growth throughout 2015. Tissue and hygiene in the US is fairly saturated as most of the products are viewed as essential, so growth is mainly attributed to population growth. Growth in incontinence continues to...

Jun 2016 | US$2,650 | Pages: 62 | Add to cart | View details

Country Report

Retail Tissue in the US

US retail tissue sales reached US$18 billion in 2015, an increase of 1% on 2014. The US is a mature market for many consumer packaged goods – and retail tissue does not stray from this analysis. Due to high penetration rates for tissue products among...

Jun 2016 | US$990 | Pages: 26 | Add to cart | View details

Country Report

Sanitary Protection in the US

Sanitary protection reached current value sales of US$3.1 billion in 2015, up by 1%. Retail volume sales remained stable with 1% growth.

Jun 2016 | US$990 | Pages: 26 | Add to cart | View details

Country Report

Wipes in the US

Facial cleansing wipes was among the top performers within overall wipes during the review period with a current value CAGR of 6%. Johnson & Johnson’s Neutrogena brand within facial cleansing wipes led overall with a 27% value share. Johnson & ...

Jun 2016 | US$990 | Pages: 28 | Add to cart | View details

Country Report

Incontinence in Australia

In 2015 the incontinence category in Australia continued to benefit from a shift in cultural attitudes towards such products, with advertising campaigns and medical initiatives helping to reduce the stigma surrounding incontinence problems. The risk ...

Jun 2016 | US$990 | Pages: 20 | Add to cart | View details

Country Report

Nappies/Diapers/Pants in Australia

Nappies/diapers/pants posted retail volume growth of 4% and current value growth of 5% in 2015. These results were in large part attributable to the dynamic performance of disposable pants. This category continued to benefit from growing consumer ...

Jun 2016 | US$990 | Pages: 20 | Add to cart | View details

Country Report

Tissue and Hygiene in Australia

Growth in tissue and hygiene retail current value sales in 2015 was up slightly on the review period CAGR. Tissue and hygiene in Australia is a mature market that is highly commoditised, with many product types considered to be basic household ...

Jun 2016 | US$2,650 | Pages: 53 | Add to cart | View details

Country Report

Retail Tissue in Australia

Toilet paper, by far the largest retail tissue category, saw current value sales grow by 2% in 2015 to reach A$959 million in 2015. Over the review period, the distinction between premium and standard products became increasingly blurred in toilet ...

Jun 2016 | US$990 | Pages: 23 | Add to cart | View details

Country Report

Sanitary Protection in Australia

Unlike items such as sunscreen and condoms, sanitary protection products are deemed as non-essential goods for taxation purposes in Australia, and therefore subject to a goods and services tax (GST) of 10%. In 2015 there was much debate over whether ...

Jun 2016 | US$990 | Pages: 21 | Add to cart | View details

Country Report

Wipes in Australia

Many Australians consider wipes to be easier to use and dispose of than surface care sprays, as well as more hygienic. This convenience factor remained the key driver of growth in current value sales for the entire wipes category in 2015.

Jun 2016 | US$990 | Pages: 23 | Add to cart | View details

Country Report

Away-From-Home Tissue and Hygiene in Australia

Kimberly-Clark Professional and Asaleo Care remained by far the biggest players in AFH tissue and hygiene in Australia in 2015, with the remainder of the category comprised of relatively small manufacturers and importers. These two leading companies ...

Jun 2016 | US$990 | Pages: 19 | Add to cart | View details

Global Briefing

Corporate Strategies for Success – Industry Focus or Diversification?

Traditionally, conglomerates have spread their presence across different markets to dilute risk, but now leading manufacturers are increasingly streamlining their portfolios to release resources for their core operations, but this limits the growth ...

May 2016 | US$1,325 | Pages: 45 | Add to cart | View details

Country Report

Away-From-Home Tissue and Hygiene in Kenya

The development of improved road infrastructure in Kenya as well as growing mall culture and rising disposable income levels among the country’s urban consumers are all leading to improvements in lifestyles, resulting in the expansion of hotels and ...

May 2016 | US$990 | Add to cart | View details

Country Report

Nappies/Diapers/Pants in Kenya

During 2015, 12% of the Kenyan population were babies and infants aged up to 36 months. In addition, per capita volume sales of nappies/diapers/pants rose to 40 units per child in 2015. Growth in volume terms was the result of rising disposable ...

May 2016 | US$990 | Add to cart | View details

Country Report

Tissue and Hygiene in Kenya

The growth potential of Kenya’s tissue and hygiene market remains largely untapped due to low consumer usage. However, rising disposable incomes, positive economic growth forecasts, the rising importation of affordable products and expansion of ...

May 2016 | US$2,650 | Pages: 42 | Add to cart | View details

Country Report

Retail Tissue in Kenya

Industry sources indicate that modern retailing accounts for only 20% of retail outlets in operation in Kenya, with neighbourhood kiosks, market stalls and independent small grocery shops having a wider footprint. Over the review period, modern ...

May 2016 | US$990 | Add to cart | View details

Country Report

Sanitary Protection in Kenya

29% of the total population of Kenya comprises women aged between 12 and 54 years old, the core consumer base for sanitary protection products. The usage of sanitary protection products in Kenya has increased to seven units per woman in 2015. This ...

May 2016 | US$990 | Add to cart | View details

Country Report

Wipes in Kenya

2015 saw a proliferation of affordable disposable nappies/diapers imported into Kenya from Asia, these products are increasingly retailed through traditional retail channels such as kiosks and open air markets. The improved ease of access to ...

May 2016 | US$990 | Add to cart | View details

Country Report

Away-From-Home Tissue and Hygiene in Saudi Arabia

The Saudi economy continued to perform well in 2015 with growth of around ??4%. The Government, in an effort to keep pace with the global marketplace, continued to invest ?in various programmes to encourage investment in different sectors. Religious ...

May 2016 | US$990 | Pages: 18 | Add to cart | View details

Country Report

Incontinence in Saudi Arabia

Saudi Arabian society is gradually embracing modernisation, albeit within the limits of Sharia law. The topics and issues which were previously considered a taboo are increasingly being discussed more openly, especially on social media. Women are ...

May 2016 | US$990 | Pages: 16 | Add to cart | View details

Country Report

Nappies/Diapers/Pants in Saudi Arabia

Although the overall ?birth rate in Saudi Arabia has been falling slightly due to a shift towards smaller households, it still ?remained high, keeping the country in the top 100 in terms of high birth rate. This has been beneficial to the baby care ...

May 2016 | US$990 | Pages: 19 | Add to cart | View details

Country Report

Tissue and Hygiene in Saudi Arabia

Tissue and hygiene in Saudi Arabia continues to perform well, showing healthy growth rates among all categories. Growing hygiene concerns, high birth rates in the country and retailing industry growth, were the main drivers of sales growth in 2015. ...

May 2016 | US$2,650 | Pages: 49 | Add to cart | View details

Country Report

Retail Tissue in Saudi Arabia

The growth of the retail industry in Saudi Arabia, most ?notably the grocery retailers channel, continues to drive sales growth. Modern grocery retailers continued to expand ?aggressively over the review period, a situation that provides better ...

May 2016 | US$990 | Pages: 20 | Add to cart | View details

Country Report

Sanitary Protection in Saudi Arabia

Women are becoming more empowered in Saudi Arabia, and the number of women joining the workforce is increasing every year. They are gaining more knowledge and becoming more aware of health and hygiene issues. This has positively impacted the category...

May 2016 | US$990 | Pages: 21 | Add to cart | View details

Country Report

Wipes in Saudi Arabia

The ongoing health concerns and fear of epidemics in Saudi Arabia have led people to become more hygiene conscious, and fuelled demand for products such as wipes, hand sanitisers and face masks. Health scares continued to hit Saudi Arabia in 2015 ...

May 2016 | US$990 | Pages: 21 | Add to cart | View details

Country Report

Incontinence in Belgium

The main factor behind the strong performance of incontinence products in 2015 was the ageing population. This demographic factor translated into a larger consumer base and volume sales benefited from this. However, the category also profited from ...

May 2016 | US$990 | Pages: 19 | Add to cart | View details

Country Report

Nappies/Diapers/Pants in Belgium

Despite manufacturers’ innovation and dynamism in terms of advertising and promotion, nappies/diapers/pants recorded a slight retail volume decline in 2015, mainly due to the marginal decline of the population aged 0-36 months. In terms of per capita...

May 2016 | US$990 | Pages: 19 | Add to cart | View details

Country Report

Tissue and Hygiene in Belgium

In 2015, tissue and hygiene witnessed a continuation of the trend observed over the review period: slight value growth accompanied by relatively flat volume sales. The slight decline in volume sales in 2015 was due to saturation in tissue and to ...

May 2016 | US$2,650 | Pages: 50 | Add to cart | View details

Country Report

Retail Tissue in Belgium

Retail tissue was dynamic in 2015, with the strong performance due to both manufacturers’ efforts to innovate and communicate, and to increasing consumer demand for high quality, comfort and innovation.

May 2016 | US$990 | Pages: 22 | Add to cart | View details

Country Report

Sanitary Protection in Belgium

With 289 units per women aged 12-54 years, Belgian per capita use of sanitary protection ranks slightly higher than the average of Western European countries. Demand for sanitary protection, however, recorded a slightly negative tendency in volume ...

May 2016 | US$990 | Pages: 19 | Add to cart | View details

Country Report

Wipes in Belgium

The performance of wipes was highly polarised in 2015. On the one hand, home care wipes and floor cleaning systems registered a weak negative performance, dragged down by consumer trends which favoured different formats, predominantly spray. On the ...

May 2016 | US$990 | Pages: 21 | Add to cart | View details

Country Report

Away-From-Home Tissue and Hygiene in Belgium

Despite the improved economic context in Belgium, as attested by the increased willingness of consumers to spend on out-of-home activities, sales of away-from-home tissue and hygiene products decreased in 2015. The main factor behind this decline was...

May 2016 | US$990 | Pages: 18 | Add to cart | View details

Country Report

Away-From-Home Tissue and Hygiene in Portugal

The improvements recorded in Portugal’s economic environment, with GDP growing by 2% in 2015, boosted away-from-home (AFH) tissue and hygiene’s sales.

May 2016 | US$990 | Pages: 20 | Add to cart | View details

Country Report

Incontinence in Portugal

The increasing life expectancy of the national population, boosted by the developments in medical healthcare allied to improvements in general living conditions, fuelled demand for incontinence products over the review period. The Portuguese ...

May 2016 | US$990 | Pages: 19 | Add to cart | View details

Country Report

Nappies/Diapers/Pants in Portugal

With increasingly busy lifestyles, there is a growing importance being placed on employment stability with marriage being postponed, which was reflected in the downturn in the birth rate in 2015. This trend impacted demand for nappies/diapers/pants ...

May 2016 | US$990 | Pages: 19 | Add to cart | View details

Country Report

Tissue and Hygiene in Portugal

After the escalation of the economic crisis with a decline in GDP and an increase in the unemployment rate and in the number of bankruptcies, Portugal is now showing signs of a recovery. Consumers are regaining their purchasing power and with ...

May 2016 | US$2,650 | Pages: 55 | Add to cart | View details

Country Report

Retail Tissue in Portugal

After recording successive declines in current value terms, retail tissue saw stable growth for the first time since 2009. Economic improvements fuelled demand for more expensive products with private label losing share.

May 2016 | US$990 | Pages: 24 | Add to cart | View details

Country Report

Sanitary Protection in Portugal

The signs of an economic recovery with a decline in the unemployment rate and growth in GDP helped fuel value sales of sanitary protection in 2015, with a shift towards higher priced categories. Standard towels declined by 2% in current value terms ...

May 2016 | US$990 | Pages: 23 | Add to cart | View details

Country Report

Wipes in Portugal

The positive economic landscape with a decline in the unemployment rate and growth in GDP helped fuel consumer expenditure in 2015. Personal wipes grew by 3% in 2015 having declined by 1% in 2014. Baby wipes grew by 2% in current value terms in 2015 ...

May 2016 | US$990 | Pages: 25 | Add to cart | View details

Strategy Briefing

Brexit and the Implications for the Consumer Goods Industry

As the UK heads towards its EU membership referendum, there remains much uncertainty over both the outcome and the implications of a vote to leave. In fact uncertainty is the key challenge in regard to Brexit, and this uncertainty will contribute to ...

May 2016 | US$1,325 | Pages: 24 | Add to cart | View details

Country Report

Away-From-Home Tissue and Hygiene in Estonia

The AFH tissue and hygiene category saw moderate current value terms growth of 2% in 2015. Growth was underpinned by a combination of price increases and rising demand. The latter was supported by an increasing number of tourists, which fuelled sales...

May 2016 | US$990 | Pages: 16 | Add to cart | View details

Country Report

Incontinence in Estonia

The incontinence products category saw a continued improvement in its performance in 2015 with a current value terms increase of 2%. This was due to greater awareness of incontinence issues, along with a willingness to find solutions to this problem....

May 2016 | US$990 | Pages: 16 | Add to cart | View details

Country Report

Nappies/Diapers/Pants in Estonia

Nappies/diapers/pants continued to demonstrate an upward trend in 2015 with current value growth of 3% almost double the increase seen the previous year. Growth was largely underpinned by consumers’ rising living standards and increased spending ...

May 2016 | US$990 | Pages: 16 | Add to cart | View details

Country Report

Tissue and Hygiene in Estonia

Being essential everyday items products in the tissue and hygiene market saw relatively rapid recovery from the impact of the recent economic crisis in 2015. Improved living standards and spending power supported growth in purchases for home use, as ...

May 2016 | US$2,650 | Pages: 47 | Add to cart | View details

Country Report

Retail Tissue in Estonia

2015 saw retail tissue achieve further growth, rising by 4% in current value terms. Consumers demonstrated greater interest in products with more layers, concomitant with a shift towards more expensive products. As living standards and spending power...

May 2016 | US$990 | Pages: 19 | Add to cart | View details

Country Report

Sanitary Protection in Estonia

The sanitary protection category saw an improved performance in 2015 with current value terms growth of 3%. Growth occurred as recovery from the recession continued, underpinned by rising levels of disposable income and increasing demand for ...

May 2016 | US$990 | Pages: 17 | Add to cart | View details
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