The World Market for Retail Tissue and Hygiene

Delivery

This report comes in PPT.

Key findings

Growth now relies on balancing volume protection with selective premium gains

After years of price‑led gains, growth is re‑balancing. Affordability tools, promotions, value tiers and private label are critical to stabilise volume, while premium still works where benefits are tangible (efficacy, comfort, lifestyle fit). Portfolio success depends on managing this balancing act, not choosing sides.

Category growth diverges structurally, making global standardisation ineffective

Growth engines diverge sharply by region and category. Adult incontinence anchors value growth in the Western Hemisphere through ageing and destigmatisation, while tissue and baby care drive volume gains in emerging Asia and Africa via penetration and access. Winning strategies must be market‑ and category‑specific, not globally standardised.

Local cost economics are forcing multinationals to exit commodity terrain and reset portfolio

Multinational dominance continues to be eroded by maturing private label and locally-attuned local players with sharper value propositions. As scale advantages fade, multinationals respond by pruning exposure to commoditised tissue and reallocating capital towards higher‑margin personal care and hygiene adjacencies.

Emerging markets lead incremental growth through access and habit formation

Forecast growth concentrates in Southeast Asia, Latin America and MEA, led by penetration, affordability and habit formation. Developing Asia holds scale but uneven near‑term payoff. In mature markets, constrained headroom shifts growth to usage expansion, lifecycle segmentation and tightly justified premium formats.

Digital retail shifts the basis of competition towards speed and value clarity

E‑commerce has become a main arena where share is won or lost. Marketplaces and social commerce accelerate trial, compress decision‑making and reward brands that communicate value and efficacy instantly. This shifts power towards players that are digitally fluent, capable of fast innovation cycles and disciplined on price‑per‑use.