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Affordability Significantly Influences Tissues and Hygiene Performance
Tissue and hygiene in Australia demonstrated resilient value growth in 2025, supported by sustained population growth and rising consumer expenditure. In contrast to neighbouring regions, price stability and affordability became structural features, with the shift towards permanent pricing initiatives and the rise of private label setting Australia apart from regional peers still experiencing higher price volatility. The environment remains attractive for brands able to deliver operational transparency, measurable cost efficiency, and supply continuity, as access to distribution increasingly depends on proof of performance and compliance with evolving procurement and sustainability standards. Companies must now prioritise data-driven service models, a strong digital presence, and regulatory alignment, while adapting to a consumer base that rewards reliability, ethical sourcing, and convenience over short-term incentives. The most successful strategies will focus on embedding value, embracing digital and automated purchasing, and demonstrating environmental and social responsibility to secure loyalty and future relevance.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Away-From-Home Tissue and Hygiene
- Retail Adult Incontinence
- Nappies/Diapers/Pants
- Sanitary Protection
- Wipes
- Retail Tissue
- RX/Reimbursement Adult Incontinence
If you're in the Tissue and Hygiene industry in Australia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Tissue and Hygiene in Australia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Tissue and Hygiene in Australia?
- Which are the leading brands in Tissue and Hygiene in Australia?
- How are products distributed in Tissue and Hygiene in Australia?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Tissue and Hygiene products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Tissue and Hygiene in Australia
Affordability Significantly Influences Tissues and Hygiene Performance
Key Data Insights
Chart 1 Key Industry Trends for Tissue and Hygiene
Affordability Significantly Influences Tissues and Hygiene Performance
Chart 2 Woolworth's Affordability Expansion
Sustainability Shifts From a Rising Trend to a Government Requirement Amid Eco-Regulations
Chart 3 Essity Debuts Geothermal-Powered Tissue Production
Digital-First Hygiene Supported by the Mainstream Adoption of E-Commerce
Chart 4 Value Sales 2020-2030
Chart 5 Value Sales by Category 2025
Convenience, Consistency and an Ageing Population Set to Boost Incontinence Sales
Automated Replenishment and Operational Transparency to Drive Loyalty
Trust and Authenticity to Influence Thoughtful Spending Habits
Chart 6 Analyst Insight for Tissue and Hygiene
Chart 7 Forecast Value Sales 2020-2030
Chart 8 Forecast Value Sales by Category 2025-2030
Kimberly-Clark Pty Ltd Defends Lead as Challengers Gain through Digital and Sustainability
Emerging Brands Cleanlife and Kine Australia Grow Awareness through Innovation
Femlibre's Free Menstrual Care Model Reshapes Expectations
Chart 9 Company Shares 2025
Chart 10 Brand Shares 2025
Everyday Essentials Drive Grocery Retailer Dominance
Emerging Brands and Collaborations Set New Standard, Impacting Purchasing Decisions
Chart 11 Retail Channels 2020-2025
Chart 12 Economic Context for Menstrual Care
Chart 13 Real Gdp Growth 2020-2030
Chart 14 Inflation 2020-2030
Chart 15 Consumer Context for Menstrual Care
Chart 16 Population 2020-2030
Chart 17 Consumer Expenditure 2020-2030
Chart 18 Population by Generation 2025
Away-From-Home Tissue and Hygiene in Australia
Key Data Insights
Institutional Buyers Shift to Digital Procurement and Demand Sustainable Supply
Chart 19 Key Industry Trends Away-from-Home
Institutional Buyers Shift to Digital Procurement and Demand Sustainable Supply
Chart 20 E-Commerce Gains Power in AFH with Amazon Business
Government Procurement Rules Push Suppliers to Prioritise Emissions and Packaging
Essity Leverages Geothermal Energy to Meet Low-Carbon Procurement Standards
Chart 21 Essity Debuts Geothermal-Powered Tissue Production
Chart 22 Value Sales 2020-2030
Chart 23 Value Sales by Category 2025
Digital Procurement and Sustainability Redefine Supplier Contracts
E-Commerce and Digitalisation to Disrupt Traditional Distribution
Sustainability to Evolve to a Performance Benchmark
Chart 24 Forecast Value Sales 2020-2030
Chart 25 Forecast Value Sales by Category 2025-2030
Bunzl Australasia Consolidates Supply with National Coverage and Integrated Services
Chart 26 Retail Channels 2020-2025
Chart 27 Economic Context for Away-from-Home
Chart 28 Real Gdp Growth 2020-2030
Chart 29 Inflation 2020-2030
Chart 30 Consumer Context for Away-from-Home
Chart 31 Population 2020-2030
Chart 32 Consumer Expenditure 2020-2030
Chart 33 Population by Generation 2025
Retail Adult Incontinence in Australia
Key Data Insights
Affordability Drives Consumer Loyalty and Trade-Down
Chart 34 Key Industry Trends for Retail Adult Incontinence
Affordability Drives Consumer Loyalty and Trade-Down
Chart 35 Aldi Sana Sets Value Standard
Light Adult Incontinence Leads Growth through Convenience
Chart 36 Cole's Assure Men
Evidence-Based Premiumisation Becomes More Popular
Chart 37 MoliCare New Range
Chart 38 Value Sales 2020-2030
Chart 39 Volume Sales 2020-2030
Chart 40 Value Sales by Category 2025
Affordability to Remain a Permanent Value Driver
Light Adult Incontinence to Maintain Dominance Amid Rising Active Population
Loyality to Be Determined through Transparency and Credibility
Chart 41 Analyst Insight for Retail Adult Incontinence
Chart 42 Forecast Value Sales 2020-2030
Chart 43 Forecast Value Sales by Category 2025-2030
Tena Sustains Trust Due to Well-Known Brand Image
Confidenceclub Reshapes Expectations with Design-Led Innovation and Digital-First Delivery
Chart 44 Company Shares 2025
Chart 45 Brand Shares 2025
Coles and Woolworths Drive Routine Shopping as E-Commerce Surges on Privacy and Convenience
Confidenceclub Direct-To-Consumer Model Grows Retail Channel Presence
Chart 46 Retail Channels 2020-2025
Chart 47 Economic Context for Retail Adult Incontinence
Chart 48 Real Gdp Growth 2020-2030
Chart 49 Inflation 2020-2030
Chart 50 Consumer Context for Retail Adult Incontinence
Chart 51 Population 2020-2030
Chart 52 Consumer Expenditure 2020-2030
Chart 53 Population by Generation 2025
Nappies/Diapers/Pants in Australia
Key Data Insights
Woolworths and Coles Drive Down Nappy Prices and Shift Parent Expectations
Chart 54 Key Industry Trends for Nappies/Diapers/Pants
Woolworths and Coles Drive Down Nappy Prices and Shift Parent Expectations
Chart 55 Supermarkets Reinforce Affordability
Skin and Comfort Focus Drives Premium Brand Upgrades
Chart 56 Campaign Links Softness to Premium Credibility
E-Commerce Rivals Loyalty with Bulk-Buy and Subscriptions
Chart 57 Value Sales 2020-2030
Chart 58 Volume Sales 2020-2030
Chart 59 Value Sales by Category 2025
Affordability to Be Redefined through Trust and Reliability
Digital Access to Be Fundamental for Brand Growth
Sustainability to Regain Momentum as Economic Pressures Lessen
Chart 60 Analyst Insight for Nappies/Diapers/Pants
Chart 61 Forecast Value Sales 2020-2030
Chart 62 Forecast Value Sales by Category 2025-2030
Kimberly-Clark and Unicharm Strengthen Lead as Price Focus Reshapes Competition
Niche Brands Appeal to Eco-Conscious Parents
Chart 63 Company Shares 2025
Chart 64 Brand Shares 2025
Supermarkets Anchor Leadership with Price Locks and Private Label Ranges
Rapid Delivery and Digital Fulfilment Reshape Shopping Habits
Chart 65 Retail Channels 2020-2025
Chart 66 Economic Context for Nappies/Diapers/Pants
Chart 67 Real Gdp Growth 2020-2030
Chart 68 Inflation 2020-2030
Chart 69 Consumer Context for Nappies/Diapers/Pants
Chart 70 Population 2020-2030
Chart 71 Consumer Expenditure 2020-2030
Chart 72 Population by Generation 2025
Menstrual Care in Australia
Key Data Insights
Affordability Drives Brand Partnerships to Ensure Accessibility
Chart 73 Key Industry Trends for Menstrual Care
Affordability Drives Brand Partnerships to Ensure Accessibility
Chart 74 Woolworths and Share the Dignity Boost Menstrual Product Access
E-Commerce Surge Streamlines Access and Improves Convenience
Chart 75 FemLibre's Free Period Subscription Model
Mainstream Acceptance of Reusable Menstrual Products Increases
Chart 76 Value Sales 2020-2030
Chart 77 Volume Sales 2020-2030
Chart 78 Value Sales by Category 2025
Retailers Expand Reusable Ranges as Younger Shoppers Set New Standards
Government-Supported Public Access Programmes to Boost Menstrual Care Availability
Chart 79 Analyst Insight for Menstrual Care
Sustainability Regulations Drive Product Redesign and Competitive Advantage
Chart 80 Forecast Value Sales 2020-2030
Chart 81 Forecast Value Sales by Category 2025-2030
Essity Leverages Multi-Brand Strategy to Defend Leadership
Chart 82 Company Shares 2025
Chart 83 Brand Shares 2025
Woolworths and Coles Drive Value as Weekly Routines Shape Purchasing Patterns
Victoria’S Free Vending Machines Normalise Public Access and Reshape Affordability
Chart 84 Retail Channels 2020-2025
Chart 85 Economic Context for Menstrual Care
Chart 86 Real Gdp Growth 2020-2030
Chart 87 Inflation 2020-2030
Chart 88 Consumer Context for Menstrual Care
Chart 89 Population 2020-2030
Chart 90 Consumer Expenditure 2020-2030
Chart 91 Population by Generation 2025
Wipes in Australia
Key Data Insights
Affordability Becomes Central as Wipes Shift From Convenience-Led Purchases to Everyday Essentials
Chart 92 Key Industry Trends for Wipes
Affordability Becomes Central as Wipes Shift From Convenience-Led Purchases to Everyday Essentials
Sustainability Continues to Be Key Driver in Wipes Innovation
Chart 93 Kine's Plastic-Free Flushable Wipes
Direct-To-Consumer and E-Commerce Initiatives Build Loyality
Chart 94 Comfy Koalas Eco-Wipes
Chart 95 Value Sales 2020-2030
Chart 96 Value Sales by Category 2025
Brands to Invest in Gaining Consumer Trust to Secure Long-Term Loyalty
Digital Visibility to Fuel Competition with Omnichannel Strategies
Sustainability to Remain a Household Priority
Chart 97 Forecast Value Sales 2020-2030
Chart 98 Forecast Value Sales by Category 2025-2030
Incumbents Defend Lead as Eco-Challengers Gain Ground
Emerging Companies Marquise Baby and Hygiene Co Grow with Product Innovation
Chart 99 Company Shares 2025
Chart 100 Brand Shares 2025
Supermarket Secures Loyalty with Price-Locks and Private Label
Hygiene Co Leverages Bunnings Partnership to Expand Sustainable Wipes
Chart 101 Retail Channels 2020-2025
Chart 102 Economic Context for Wipes
Chart 103 Real Gdp Growth 2020-2030
Chart 104 Inflation 2020-2030
Chart 105 Consumer Context for Wipes
Chart 106 Population 2020-2030
Chart 107 Consumer Expenditure 2020-2030
Chart 108 Population by Generation 2025
Retail Tissue in Australia
Key Data Insights
Retail Tissue Remains Stable through Cost of Living Pressures
Chart 109 Key Industry Trends for Retail Tissue
Retail Tissue Remains Stable through Cost of Living Pressures
Affordability Drives Retail Tissue as a Cost-Of-Living Benchmark
Sorbent Leverages Sustainable Fibre to Gain an Operational Edge
Chart 110 Sorbent’s Sustainable Tissues
Chart 111 Value Sales 2020-2030
Chart 112 Volume Sales 2020-2030
Chart 113 Value Sales by Category 2025
Stable Pricing and Reliable Availability to Grow Value-Driven Consumer Loyalty
National Packaging Targets Continue to Drive Sustainability
Chart 114 Forecast Value Sales 2020-2030
Market Remains Concentrated as Top Players Maintain Lead
Chart 115 Company Shares 2025
Chart 116 Brand Shares 2025
Coles and Woolworths Secure Shopper Loyalty through Value-Led Strategies
Chart 117 Retail Channels 2020-2025
Chart 118 Economic Context for Retail Tissue
Chart 119 Real Gdp Growth 2020-2030
Chart 120 Inflation 2020-2030
Chart 121 Consumer Context for Retail Tissue
Chart 122 Population 2020-2030
Chart 123 Consumer Expenditure 2020-2030
Chart 124 Population by Generation 2025
Rx/Reimbursement Adult Incontinence in Australia
Key Data Insights
Government Indexation Preserves Purchasing Power for Incontinence Recipients
Chart 125 Key Industry Trends for Rx/Reimbursement Adult Incontinence
Government Indexation Preserves Purchasing Power for Incontinence Recipients
Chart 126 CAPS Indexation Maintains Access
Independence Australia Streamlines Ordering with Direct Payment Integration
Chart 127 Direct-to-Supplier Payment Integration Under CAPS
Chart 128 Value Sales 2020-2030
Chart 129 Volume Sales 2020-2030
Suppliers to Align Pricing and Digital Systems to Secure Funding Access
Improved Digital Infrastructure to Be Integral for Future Sales
Government Oversight and Compliance Frameworks to Shape Supplier Participation
Chart 130 Forecast Value Sales 2020-2030
Independence Australia Streamlines Funding Access through Digital Delivery
Chart 131 Economic Context for Rx/Reimbursement Adult Incontinence
Chart 132 Real Gdp Growth 2020-2030
Chart 133 Inflation 2020-2030
Chart 134 Consumer Context for Rx/Reimbursement Adult Incontinence
Chart 135 Population 2020-2030
Chart 136 Consumer Expenditure 2020-2030
Chart 137 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Tissue and Hygiene
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- AFH Adult Incontinence
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- AFH Boxed Facial Tissues
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- AFH Napkins
- AFH Tablecloths
- AFH Paper Towels
- AFH Toilet Paper
- AFH Wipers
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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Disposable Period Pants
- Pantyliners
- Tampons
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- Standard Towels With Wings
- Standard Towels Without Wings
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- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
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- Menstrual Care Including Intimate Wipes
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- Paper Towels
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- Napkins
- Tablecloths
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- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
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- Rx/Reimbursement adult incontinence
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- AFH Adult Incontinence
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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
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- Rx/Reimbursement adult incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Disposable Period Pants
- Pantyliners
- Tampons
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- Standard Towels With Wings
- Standard Towels Without Wings
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- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
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- Menstrual Care Including Intimate Wipes
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- AFH Napkins
- Retail Napkins
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- AFH Tablecloths
- Retail Tablecloths
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- AFH Boxed Facial Tissues
- Retail Boxed Facial Tissues
- Pocket Handkerchiefs
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- AFH Paper Towels
- Retail Paper Towels
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- AFH Toilet Paper
- Retail Toilet Paper
- AFH Wipers
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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 definitions
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This report originates from Passport, our Tissue and Hygiene research and analysis database.
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