Tissue and Hygiene

Wipes in Switzerland continues to benefit from consumers’ higher hygiene standards since the COVID-19 pandemic. Swiss consumers were drawn to the portability and efficiency of wipes as life outside the home and travel resumed in 2023. Additionally,…

Wipes in Austria saw continued growth in current value terms in 2023. However, this was driven to a large extent by inflationary pressures, which led to an increase in unit prices. Personal wipes remained highly popular with consumers, having…

In 2023, tissue and hygiene in Switzerland posted modest value sales growth fuelled by high inflation.

Retail sales of tissue and hygiene in Austria registered a positive performance in current value terms in 2023, following the significant growth of the previous year. However, this was mainly due to prevailing inflationary pressures, as rising raw…

An ageing population in need of constant care is driving growth of Rx/reimbursement adult incontinence products in Switzerland among both elderly and temporary post-partum incontinence sufferers. Many Swiss consumers are visiting their doctors more…

Rx/reimbursement adult incontinence recorded strong growth in current value terms in 2023 continuing the trend of the previous year. However, this was mainly due to prevailing inflationary pressures, as rising raw material, production and transport…

Retail tissue in Switzerland reported growth across all subcategories in 2023, with toilet paper the largest product category overall. Spending patterns are normalising after the pandemic resulting in steady demand for retail tissue products such as…

Retail tissue in Austria recorded continued growth in current value terms during 2022, supported by an increase in average unit prices. With raw material, energy and transport prices rising substantially, manufacturers were faced with higher…

The stigma surrounding adult incontinence is gradually subsiding in Switzerland, with adults becoming more confident to purchase retail adult incontinence products. Growing demand for light adult incontinence products is underpinned by the…

Retail adult incontinence in Austria recorded strong growth in current value terms in 2023. While this was partly due to inflationary pressures, such products also experienced a heightened demand, due to the growing number of consumers suffering from…

Demand for nappies/diapers/pants in Switzerland continued declining at a steady pace in 2023. Significantly fewer babies were born in 2022 and 2023, following the baby boom observed in 2021. The rising cost of living and fears about the future have…

Demand for nappies, diapers and pants in Austria increased in 2023. While many women postponed their plans to start a family during the COVID-19 pandemic, the number of babies aged 0-1 years in the population rose in 2022 and remained at a stable…

Demand for menstrual care in Switzerland continues to normalise in the post-pandemic era. Retail volume and value sales posted solid growth in 2023, with the latter fuelled in part by inflation and higher costs of raw materials and production. Since…

Menstrual care in Austria saw only modest growth in current value terms in 2023. Moreover, this increase was entirely attributable to inflationary pressures, as rising raw material and supply chain costs led to an increase in unit prices. The cost of…

Away-from-home tissue and hygiene in Switzerland registered strong growth in 2023 with demand rising in both the public and private sectors. Many individuals are back to working in an office, even if only part-time, which contributed to the growth in…

Away-from-home tissue and hygiene in Austria registered a positive performance in current value terms in 2023, following the significant growth of the previous year. However, this was mainly due to prevailing inflationary pressures, as rising raw…

Wipes in Germany have been enjoying popularity since the pandemic, given their hygiene efficiency and portability function. Despite the impact of the pandemic continuing to wane, hygiene habits persist in Germany, and wipes meet the needs of busy…

In 2023, tissue and hygiene in Germany experienced a persistent increase in value following significant growth the previous year. This continued growth was mainly driven by the sustained rising costs of raw materials and production. Despite a lower…

In 2023, rx/reimbursement adult incontinence in Germany continued to record positive value growth, particularly given the increased costs of products and the impact of a high inflation rate. Nevertheless, volume growth decreased marginally, in a…

Retail tissue in Germany continued to record a positive performance in 2023, with demand improving from the previous year, while value growth was slower compared to 2022, when it had reached double digits. Overall demand continued to be dominated by…

The demand for retail adult incontinence in Germany, comprising both light and moderate/heavy options, continued to grow in 2023. This growth trajectory can be attributed to factors that include an ageing population and the growing prevalence of…

Although Germany’s birth rate marginally declined in 2023 after an increase in 2021, demand for nappies/diapers/pants continued to rise. However, value growth was considerably higher. 2022’s record-high inflation that led to higher average prices…

In 2023, value sales of menstrual care in Germany continued to grow, following a dynamic performance in 2022. Increased costs of raw materials and production added to the continued inflation felt throughout the year. Health and hygiene awareness has…

The pandemic brought particular challenges to away-from-home tissue and hygiene in Germany as businesses, restaurants and hospitality sectors were forced to remain closed and limited in terms of operating over an extended period. A tentative revival…

Wipes in the UK grew by 9% in current value terms in 2023, with all types recording a positive performance except for toilet care wipes and deodorant wipes as a result of low volume demand. While overall value growth was sustained by demand for some…

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…

Rx/reimbursement adult incontinence in the UK continued to record volume declines in 2023. The category has been in decline for many years in the local market, with consumers shifting towards retail adult incontinence as the availability and…

Inflationary pressures in 2023 marginally eased when compared to the previous year, but continued to exert strong influence on demand for retail tissue in the UK. Sales mostly rebounded in the second half of 2023, although not sufficiently to avoid…

Retail adult incontinence in the UK continued to record a dynamic performance in 2023. Overall demand for these products was based on several different factors, such as an ageing consumer base, increasing awareness, and greater availability in terms…

Nappies/diapers/pants in the UK experienced positive retail volume growth in 2023 across the category. These products are deemed essential, ensuring stable demand, despite prices soaring. However, with birth rates in the UK gradually falling, growth…

Menstrual care in the UK experienced growth in both volume and value terms in 2023. Continuing on from its strong performance in 2022, the category’s current value growth in high single digits was only marginally below the previous year. As inflation…

The away-from-home channel in the UK experienced strong value growth in tissue and hygiene in 2023, with both categories growing by over 10%, albeit at marginally slower rates than the previous year. Value growth for away-from-home hygiene was partly…

Despite challenging economic conditions in 2023, the sales volume of personal wipes in Turkey experienced a modest increase. This growth can be attributed to the availability of a wider range of specialised wipes catering to specific needs and…

In 2023, retail value sales of wipes registered a moderate rise. Inflation drove up retail prices of wipes in 2023 as manufacturers faced rising costs from energy, raw materials and imports. Cost inflation, increased input prices, supply chain…

In 2023, wipes in Portugal recorded positive retail value growth, driven by rising price points. Personal wipes continued to record a solid volume performance, with baby wipes and moist toilet wipes performing well. The economic constraints and…

Throughout 2023, the economic crisis in Turkey cast a substantial shadow over tissue and hygiene sales, leading to a marked decrease in consumers' disposable incomes. This financial strain prompted individuals to adopt more frugal spending habits,…

Retail value sales of tissue and hygiene grew in 2023, underpinned by rising retail price points. In retail volume terms, price increases dampened the magnitude of volume growth rates relative to value.

In 2023, tissue and hygiene in Portugal recorded positive retail value growth, boosted by increased price points. However, the prevalence of low wages, global price increases, and rising interest rates strongly impacted consumer purchasing behaviour,…

The demand for Rx (prescription) adult incontinence products in Turkey experienced robust growth in 2023, driven by a surge in volume sales. Open-tape adult diapers designed for heavy incontinence dominated the market, with the Social Security…

In 2023, current value sales of Rx/reimbursement adult incontinence rose substantially due to a spike in unit prices. Although Rx/reimbursement adult incontinence products are available free of charge through Sweden’s public healthcare system, volume…

Retail tissue demonstrated a single-digit volume growth in 2023, spurred partly by population growth and increased demand. Bulk purchases ahead of significant price increases in July 2023 also contributed to this modest growth, along with promotional…

In 2023, rising prices led to a dramatic increase in current value sales of retail tissue, as manufacturers passed on higher costs to consumers. Retail volume sales increased marginally in the year, as consumption patterns normalised given the full…

In 2023, retail tissue in Portugal recorded positive retail value growth, driven by heightened price points. As such, while value sales grew, retail volume growth was challenged, with consumers reducing purchases of items they deemed unessential.…

Despite economic headwinds, retail adult incontinence products in Turkey demonstrated a noteworthy single-digit volume growth in 2023. This growth was spurred by several factors, including the increasing elderly population in the country and a rising…

Retail volume growth of retail adult incontinence slowed in 2023 as consumers were confronted with higher priced adult incontinence products. Cost inflation rose throughout the year as the war in Ukraine put upward pressure on energy prices, raw…

In 2023, retail adult incontinence in Portugal recorded positive retail value and volume growth, benefiting from the return of out-of-home activities post-COVID-19. This encouraged further use of products, more frequent replacements and an investment…

The year 2023 marked a challenging period for the nappies/diapers/pants product area in Turkey, as it witnessed a negative volume growth driven by the prevailing economic downturn. This decline was primarily attributed to the adverse impact of…

Nappies/diapers/pants registered moderate growth in retail value sales in 2023. Broad increases in retail price points across nappies/diapers/pants were driven by cost inflation in the form of energy, material sourcing, labour, logistics and supply…

In 2023, nappies/diapers/pants saw positive retail value and volume growth, having recovered from a decline across the review period. While the birth rate dipped in 2021, the number of newborns was positive throughout 2022 and 2023, driving sales in…

The year 2023 witnessed a notable surge in the volume sales of menstrual care products in Turkey, marking a modest yet significant rebound from the preceding year's decline. This growth was chiefly fuelled by the introduction of new and innovative…