Tissue and Hygiene

In 2023, the wipes landscape saw increased penetration in Moroccan, leading to double-digit retail value growth, with consumers appreciating the convenience and hygiene offered by these products. While some wipes categories, such as general-purpose…

The sales performance of wipes in Lithuania faced multifaceted challenges throughout 2023. Despite being a staple household item, the product area encountered hurdles stemming from factors such as a restricted and, in some instances, diminishing…

Moist toilet wipes experienced an unprecedented surge in demand throughout 2023, marking a significant milestone in the evolution of the wipes market. This surge was reflected in both value and volume metrics, with notable implications for consumer…

Wipes are extremely underdeveloped in Kenya, with close to all sales generated by baby wipes. There are no visible sales of household products; in addition, the consumer base is limited to urban middle- and upper-income consumer bases with higher…

Consumers’ remained price-sensitive in Italy in 2023, which translates into the popularity of discounter stores for products such as wipes. Indeed, non-food discounter stores offer lower prices for many basic and essential products, which is notable…

Wipes in Ireland witnessed robust current value growth in 2023, aided largely by higher unit prices caused by inflationary conditions. In constant value terms, sales are now back on a par with pre-pandemic levels. The largest category baby wipes saw…

In 2023, wipes recorded high levels of double-digit retail value growth in Hungary, driven by rising price points. As such, while the overall retail value was positive, retail volume levels were challenged. Personal wipes, moist toilet wipes, baby…

Overall, wipes in Guatemala registered modest constant value growth, as retail prices continued to rise. In households, baby wipes have become versatile tools and are often use for various cleaning purposes. For baby care, trusted brands like Huggies…

In 2023, wipes in Greece recorded a retail value decline, with retail volume declining in all areas apart from baby wipes. These declines were the result of higher price points and the rising cost of living, with consumers prioritising essential…

Despite being a mature product area, wipes in Finland continued to thrive in 2023, propelled by the enduring appeal of convenience. The price increase during the year prompted consumers to adopt a more discerning approach, carefully evaluating…

In 2023, demand for wipes in Algeria remained healthy, especially as prices were kept at a reasonable level despite soaring inflation in the country due to the ongoing economic downturn. The category also benefited from not yet being mature and fully…

Tissue and hygiene in Uganda is thriving in 2023 due to increased consumer awareness. Post pandemic, sales are surging with the resumption of businesses and a growing economy. Modernisation and urbanisation are impacting products like retail tissue,…

Tissue and hygiene struggled to grow in volume terms in 2023, with many threats on the horizon. This included high price increases, dampening demand, as well as threats from non-disposable categories in menstrual care and hygiene but increasingly in…

In 2023, tissue and hygiene in Oman is increasing, fuelled by increasing disposable incomes, urbanisation rates, and a growing awareness of cleanliness. In terms of the competitive landscape, the industry rewards those embracing e-commerce, premium…

In 2023, unit prices for tissue and hygiene products experienced a significant increase, driven primarily by inflationary pressures. While fuel costs stabilised after the initial shock of the 2022 Russian invasion of Ukraine, the temporary removal of…

In 2023, tissue and hygiene in Morocco recorded double-digit retail value growth, driven by rising prices. The price of raw materials and consumer goods, in particular energy products, reached historic highs in 2022 and 2023. As a result of high…

In the year 2023, tissue and hygiene products sales in Lithuania experienced a gradual return to normalcy as the effects of the pandemic began to subside. However, despite this transition, the product area faced persistent challenges stemming from…

Tissue and hygiene in 2023 witnessed substantial expansion, encompassing both retail and away-from-home tissue and hygiene products. This growth is underpinned by a multitude of factors, notably the elevated standards of personal hygiene and a…

In Kenya, there is a growing demand for tissue and hygiene products as consumers become more hygiene-conscious and the middle classes expand. Volume sales have shown resilience in the face of global events like COVID-19 and the Ukraine-Russia war,…

Tissue and hygiene continued to see healthy value growth in Italy in 2023, supported by inflationary pressures which have pushed up unit prices. Meanwhile, this same inflationary environment is causing price-sensitivity in consumers, thus, many…