In 2023, inflation was once again the major factor impacting the performance of tissue and hygiene in the UK. Both retail tissue and retail hygiene experienced high single-digit value growth in 2023, mainly propelled by the high inflationary environment, increased raw material costs as well as the cost of the manufacturing process, resulting in another rise in unit prices across the board.
Despite the rising cost of living, sustainability remained high on the agenda within retail tissue and hygiene in 2023, with many players leaning into the trend. Many brands have been utilising alternative fibres for their products, such as plant-based or bamboo, as well as targeting biodegradable and environmentally-friendly packaging.
There were no major developments in the competitive landscape of retail tissue and hygiene in 2023. The local market is led by key players such as Kimberly-Clark Holding Ltd, Procter & Gamble UK Ltd, and Essity AB, which managed to retain their positions in 2023 as their brands are appreciated by consumers, while they also are able to leverage their positions in terms of research and development, leading to more innovative functions and features.
Store-based channels continued to dominate distribution of retail tissue and hygiene in 2023, supported by supermarkets, hypermarkets and health and beauty specialists, as consumers appreciate the convenience of purchasing tissue and hygiene products while also shopping for groceries or other related items that are sold in the same store. Some brands have even turned to retail channels for increased exposure, such as the brand Who Gives A Crap, which made its retail offline debut after it secured a national deal with Waitrose to sell toilet paper and facial tissues in its stores, with the brand previously focusing on online direct-to-consumer sales.
Retail tissue and hygiene is predicted to record a positive performance over the forecast period, as the market stabilises in the years following high inflation and elevated unit prices. Consumer expenditure growth as well as population growth is expected to be fairly low over the forecast period, and with retail tissue being a very mature category, particularly on a per capita basis, there is not significant potential for a stronger performance.
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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 DefinitionsThis report originates from Passport, our Tissue and Hygiene research and analysis database.
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