Executive Summary

Mar 2019
Tissue and hygiene continues to grow

Tissue and hygiene recorded another year of retail value growth in 2018. Retail adult incontinence and personal wipes achieved the strongest retail value growth as convenience became a crucial trend, whilst the ageing population of Australia remains a permanent factor influencing retail adult incontinence sales.

Changes in government regulations announced

The Australian government announced in 2018 that it will be removing the sales tax on feminine hygiene products. As other products such as retail adult incontinence already enjoy government support, several groups promoting and supporting the removal of tax on sanitary protection products achieved their demands.

Price competition remains a challenge for brand manufacturers

The price war between brand manufacturers and retailers intensified in 2018 as manufacturers pushed for price increases. However, private label continued to record retail volume growth in most categories, as well as greater shelf space in supermarkets and thereby negatively affected a number of brand manufacturers, which lost out due to their higher retail prices.

Retail tissue categories witness the effects of saturation

Retail tissue witnessed no significant developments in 2018 as it continued to struggle with saturation and a lack of significant innovation. As a result, retail value growth remained limited over the review period, with only paper towels performing well.

Environmentally conscious consumers to play a greater role

Tissue and hygiene is yet to see a shift to sustainable or environmentally friendly products. Although this trend is already present in other industries such as home care, innovation around environmental sustainability in tissue and hygiene is limited and consumers are therefore less aware of the options available.

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Tissue and Hygiene in Australia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Tissue and Hygiene industry in Australia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Tissue and Hygiene industry in Australia, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Australia for free:

The Tissue and Hygiene in Australia market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Tissue and Hygiene in Australia?
  • What are the major brands in Australia?
  • What are the most dynamic tissue and hygiene categories?
  • What are the major markets for tissue products sales?
  • What are the major markets for hygiene products sales?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Tissue and Hygiene market research database.

Tissue and Hygiene in Australia

EXECUTIVE SUMMARY

Tissue and hygiene continues to grow
Changes in government regulations announced
Price competition remains a challenge for brand manufacturers
Retail tissue categories witness the effects of saturation
Environmentally conscious consumers to play a greater role

MARKET INDICATORS

Table 1 Birth Rates 2013-2018
Table 2 Infant Population 2013-2018
Table 3 Female Population by Age 2013-2018
Table 4 Total Population by Age 2013-2018
Table 5 Households 2013-2018
Table 6 Forecast Infant Population 2018-2023
Table 7 Forecast Female Population by Age 2018-2023
Table 8 Forecast Total Population by Age 2018-2023
Table 9 Forecast Households 2018-2023

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Away-From-Home Tissue and Hygiene in Australia

HEADLINES

PROSPECTS

Ageing population remains a strong driver for AFH adult incontinence
Close relationship between institution and manufacturers
Growth in travel, retail and food services sectors to stimulate AFH tissue sales

COMPETITIVE LANDSCAPE

A mixture of services and quality products

CATEGORY DATA

Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2013-2018
Table 20 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 21 Sales of Away-From-Home Paper Towels by Type: % Value 2014-2018
Table 22 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2013-2018
Table 23 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2013-2018
Table 24 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2013-2018
Table 25 Sales of Away-From-Home Wipers by Format through Public: % Value 2013-2018
Table 26 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2013-2018
Table 27 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2018
Table 28 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2018-2023
Table 29 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2018-2023

Nappies/Diapers/Pants in Australia

HEADLINES

PROSPECTS

“Nappy-pants” grow in popularity
Significant price discounting activity negatively affects unit prices
Strong emphasis on product quality

COMPETITIVE LANDSCAPE

Wesfarmers launches a new private label range of nappies
Kimberley-Clark Australia leads nappies/diapers/pants

CATEGORY DATA

Table 30 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018
Table 31 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2013-2018
Table 32 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2014-2018
Table 33 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-2018
Table 34 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 35 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023

Retail Adult Incontinence in Australia

HEADLINES

PROSPECTS

Retail adult incontinence not solely dependent on the ageing population
Innovation and tactful advertising boost demand
Average unit prices expected to remain steady in current terms

COMPETITIVE LANDSCAPE

Asaleo Care extends its lead
Private label increases its presence in retail adult incontinence

CATEGORY DATA

Table 36 Sales of Retail Adult Incontinence by Category: Value 2013-2018
Table 37 Sales of Retail Adult Incontinence by Category: % Value Growth 2013-2018
Table 38 NBO Company Shares of Retail Adult Incontinence: % Value 2014-2018
Table 39 LBN Brand Shares of Retail Adult Incontinence: % Value 2015-2018
Table 40 Forecast Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 41 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023

Retail Tissue in Australia

HEADLINES

PROSPECTS

Paper towels records strong retail value growth
Recycled toilet paper continues to struggle in Australia

COMPETITIVE LANDSCAPE

Retailers resist price increases by manufacturers
The leaders lose share
ABC Tissue Products continues to lead retail tissue

CATEGORY DATA

Table 42 Retail Sales of Tissue by Category: Value 2013-2018
Table 43 Retail Sales of Tissue by Category: % Value Growth 2013-2018
Table 44 NBO Company Shares of Retail Tissue: % Value 2014-2018
Table 45 LBN Brand Shares of Retail Tissue: % Value 2015-2018
Table 46 Forecast Retail Sales of Tissue by Category: Value 2018-2023
Table 47 Forecast Retail Sales of Tissue by Category: % Value Growth 2018-2023

Rx/Reimbursement Adult Incontinence in Australia

HEADLINES

PROSPECTS

Continence Aids Payments Scheme remains the major programme for Australians
Pharmacies play an important role
National Continence Program and its role in incontinence prevention

CATEGORY DATA

Table 48 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2013-2018
Table 49 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2013-2018
Table 50 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2018-2023
Table 51 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2018-2023

Sanitary Protection in Australia

HEADLINES

PROSPECTS

GST scrapped for sanitary protection products
Trend towards slim/thin/ultra-thin towels remains strong in Australia
Brand manufacturers to stimulate sanitary protection

COMPETITIVE LANDSCAPE

Asaleo Care maintains its lead in sanitary protection despite losing share
Strong price discounting remains a challenge for manufacturers
Price not the only differentiator

CATEGORY DATA

Table 52 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 53 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 54 Retail Sales of Tampons by Application Format: % Value 2013-2018
Table 55 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 56 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 57 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 58 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Wipes in Australia

HEADLINES

PROSPECTS

All purpose cleaning wipes continues to achieve growth
Environmental concerns to shape the future of personal wipes
Price competition in personal wipes to restrict retail value growth

COMPETITIVE LANDSCAPE

Kimberly-Clark Australia continues to lead wipes
Reckitt Benckiser (Australia) continues to lead home care wipes and floor cleaning systems

CATEGORY DATA

Table 59 Retail Sales of Wipes by Category: Value 2013-2018
Table 60 Retail Sales of Wipes by Category: % Value Growth 2013-2018
Table 61 NBO Company Shares of Retail Wipes: % Value 2014-2018
Table 62 LBN Brand Shares of Retail Wipes: % Value 2015-2018
Table 63 Forecast Retail Sales of Wipes by Category: Value 2018-2023
Table 64 Forecast Retail Sales of Wipes by Category: % Value Growth 2018-2023