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Brands Balance Premium Push with Demands From Cost-Conscious Consumers
Tissue and hygiene in Canada maintained low value growth in 2025, as consumers selectively invested in products that enhance everyday wellbeing, despite persistent inflationary pressures and rising living costs. The environment remains attractive for brands able to innovate and differentiate, as premiumisation and sustainability both underpin ongoing expansion—reflected in current value sales and continued growth in demand fuelled by a rising population of 41.6 million. Competitive intensity is shaped by the dominance of established players with national reach, yet new opportunities are emerging through digital channels and evolving consumer priorities, especially among younger and environmentally aware shoppers. Success in this landscape depends on agile channel strategies, strong brand trust, and investment in products that deliver clear benefits around comfort, health, and environmental responsibility.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Canada 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 Canada, 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 Canada 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 Canada?
- Which are the leading brands in Tissue and Hygiene in Canada?
- How are products distributed in Tissue and Hygiene in Canada?
- 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 Canada
Brands Balance Premium Push with Demands From Cost-Conscious Consumers
Key Data Insights
Chart 1 Key Industry Trends for Tissue and Hygiene
Brands Balance Premium Push with Demands From Cost-Conscious Consumers
Chart 2 Canadian Tissues Brand Cascades Launches a New Line of Premium Toilet Paper in 2025
Consumer Demand for Gentle and Clean Wellness Solutions Continues
Chart 3 Waterwipes Launches New and Improved Sensitive Newborn & Baby Wipes
Sustainable Demands Expand Eco-Friendly Menstrual Care
Chart 4 Iris + Arlo Organic Pads
Chart 5 Value Sales 2020-2030
Chart 6 Value Sales by Category 2025
Premiumisation to Drive Growth through Retail Tissue and Adult Incontinence
Retailers to Strengthen Omnichannel Strategies as E-Commerce Accelerates
Continued Sustainability Focus to Reshape Product Development and Consumer Loyalty
Chart 7 Analyst Insight for Tissue and Hygiene
Chart 8 Forecast Value Sales 2020-2030
Chart 9 Forecast Value Sales by Category 2025-2030
Procter & Gamble and Kruger Strengthen Brand Leadership through Broad Retail Reach
Chart 10 Company Shares 2025
Chart 11 Brand Shares 2025
Supermarkets and Hypermarkets Retain In-Store Strength
E-Commerce Accelerates as Direct-To-Consumer Brands Shift Online Shopping Habits
Chart 12 Retail Channels 2020-2025
Chart 13 Economic Context for Tissue and Hygiene
Chart 14 Real GDP Growth 2020-2030
Chart 15 Inflation 2020-2030
Chart 16 Consumer Context for Tissue and Hygiene
Chart 17 Population 2020-2030
Chart 18 Consumer Expenditure 2020-2030
Chart 19 Population by Generation 2025
Away-From-Home Tissue and Hygiene in Canada
Key Data Insights
Us Tariffs Lead to Increased Domestic Travel as Consumers Seek to Save Costs
Chart 20 Key Industry Trends for Away-From-Home
US Tariffs Lead to Increased Domestic Travel as Consumers Seek to Save Costs
Domestic Tourism Growth Boosts Demand for Convenient Solutions
Chart 21 Air Canada Expands Domestic Routes, Boosting Demand for Convenient Hygiene Solutions
Chart 22 Value Sales 2020-2030
Chart 23 Value Sales by Category 2025
Rising Domestic Travel Lifts Demand for High-Capacity Tissue Solutions
Foodservice Venues Increase Paper-Based Hygiene as Dining Out Rises
Procurement Shifts to Sustainability as Regulations and Cost Efficiency Converge
Chart 24 Forecast Value Sales 2020-2030
Chart 25 Forecast Value Sales by Category 2025-2030
Domestic Brands and Private Label Intensify Competition for B2b Contracts
Hospitality Venues Drive Tissue Demand as Domestic Travel Surges
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 Canada
Key Data Insights
Walmart Canada Drives E-Commerce Innovation to Meet Shifting Shopper Needs
Chart 34 Key Industry Trends for Retail Adult Incontinence
Walmart Canada Drives E-Commerce Innovation to Meet Shifting Shopper Needs
Premiumisation Creates Polarisation
Chart 35 Tena's Premium Briefs
E-Commerce Grows as Consumers Seek Convenient and Discreet Options
Chart 36 Walmart Canada Offers Multiple Online Delivery Options for Adult Incontinence Products
Chart 37 Value Sales 2020-2030
Chart 38 Volume Sales 2020-2030
Chart 39 Value Sales by Category 2025
Light Incontinence Pads Will Continue to Gain Traction as Older Adults Prioritise Active Lifestyles
E-Commerce and Innovation Reshape Purchasing Behaviours as Brands Invest in Skin Health and Discretion
Product Innovation to Be a Top Priority for Manufacturers
Chart 40 Analyst Insight for Retail Adult Incontinence
Chart 41 Forecast Value Sales 2020-2030
Chart 42 Forecast Value Sales by Category 2025-2030
Kimberly-Clark Canada Inc Sustains Strong Lead as Brand Loyalty Offsets Rising Challengers
Chart 43 Company Shares 2025
Chart 44 Brand Shares 2025
Health and Beauty Specialists Continue to Lead Offline Retail with Pharmacies
Amazon and Subscription Models Drive Online Growth
Chart 45 Retail Channels 2020-2025
Chart 46 Economic Context for Retail Adult Incontinence
Chart 47 Real GDP Growth 2020-2030
Chart 48 Inflation 2020-2030
Chart 49 Consumer Context for Retail Adult Incontinence
Chart 50 Population 2020-2030
Chart 51 Consumer Expenditure 2020-2030
Chart 52 Population by Generation 2025
Nappies/Diapers/Pants in Canada
Key Data Insights
Premium Push Fails to Offset Canada's Diaper Decline
Chart 53 Key Industry Trends for Nappies/Diapers/Pants
Premium Push Fails to Offset Canada's Diaper Decline
Chart 54 Rascals Launches Night Pants, Premium Nighttime Underwear in Canada in 2025
E-Commerce Feeds Convenience Demands From Consumers
Chart 55 Eco-Pea, an Eco-Friendly Canadian Diaper Brand, Offers Online Diaper Subscriptions
Manufacturers Respond to Wellness and Sustainability Demands
Chart 56 Value Sales 2020-2030
Chart 57 Volume Sales 2020-2030
Chart 58 Value Sales by Category 2025
Premiumisation to Drive Sales as Birth Rate Continues to Decline
E-Commerce to Aid the Further Expansion of New and Incumbent Brands
Attitude and Eco Pea Co Capture Premium with Eco-Friendly Innovation
Chart 59 Analyst Insight for Nappies/Diapers/Pants
Chart 60 Forecast Value Sales 2020-2030
Chart 61 Forecast Value Sales by Category 2025-2030
Kimerly-Clark and Procter & Gamble Sustain Dominance as Rivals Lag
Chart 62 Company Shares 2025
Chart 63 Brand Shares 2025
Supermarkets and Hypermarkets Maintain In-Store Leadership
Amazon and Eco Pea Co Drive E-Commerce Growth through Convenience and Innovation
Chart 64 Retail Channels 2020-2025
Chart 65 Economic Context for Nappies/Diapers/Pants
Chart 66 Real GDP Growth 2020-2030
Chart 67 Inflation 2020-2030
Chart 68 Consumer Context for Nappies/Diapers/Pants
Chart 69 Population 2020-2030
Chart 70 Consumer Expenditure 2020-2030
Chart 71 Population by Generation 2025
Menstrual Care in Canada
Key Data Insights
Retailers Focus on Budget-Focussed Shoppers Amid Polarisation
Chart 72 Key Industry Trends for Menstrual Care
Retailers Focus on Budget-Focussed Shoppers Amid Polarisation
Chart 73 Consumers Look for Affordable Wipes Such as Walmart's Equate Thin Pads with Flexi-Wings
Demand for Sustainability Shapes Brand Listings
Investment into Omnichannel Strategies Assists Emerging Brands
Chart 74 Canadian Dtc Menstrual Products Brand Alea Protection Embraces E-Commerce
Chart 75 Value Sales 2020-2030
Chart 76 Volume Sales 2020-2030
Chart 77 Value Sales by Category 2025
Menstrual Care Set to Experience Recovering Growth
Integration of Omnichannel Strategies to Support Retailers
Period Poverty to Remain a Key Focus for Corporations and Government
Chart 78 Analyst Insight for Menstrual Care
Chart 79 Forecast Value Sales 2020-2030
Chart 80 Forecast Value Sales by Category 2025-2030
Procter and Gamble Secures Leadership as Consumer Trust and National Reach Drive Growth
Chart 81 Company Shares 2025
Chart 82 Brand Shares 2025
Health and Beauty Specialists Drive In-Store Loyalty as E-Commerce Gains Ground
Chart 83 Retail Channels 2020-2025
Chart 84 Economic Context for Menstrual Care
Chart 85 Real GDP Growth 2020-2030
Chart 86 Inflation 2020-2030
Chart 87 Consumer Context for Menstrual Care
Chart 88 Population 2020-2030
Chart 89 Consumer Expenditure 2020-2030
Chart 90 Population by Generation 2025
Wipes in Canada
Key Data Insights
Consumers Respond to Economic Pressures by Trading Down and Seeking Value
Chart 91 Key Industry Trends for Wipes
Consumers Respond to Economic Pressures by Trading Down and Seeking Value
Chart 92 Consumers Look for Affordable Wipes Such as Walmart's Equate Unscented Baby Wipes
Walmart’S Private Label and Waterwipes Capture Distinct Shopper Needs
E-Commerce Broadens Access to Premium and Value-Driven Wipe Options
Chart 93 Waterwipes Launches New and Improved Sensitive Newborn & Baby Wipes
Chart 94 Value Sales 2020-2030
Chart 95 Value Sales by Category 2025
Premiumisation and Clean Wellness to Evolve to Include Value-Driven Consumers
E-Commerce to Further Integrate Itself as a Key Channel
Municipal Campaigns and Sustainability Pressures Force Innovation in Wipes
Chart 96 Analyst Insight for Wipes
Chart 97 Forecast Value Sales 2020-2030
Chart 98 Forecast Value Sales by Category 2025-2030
Procter & Gamble Inc Leverages Brand Strength to Sustain Leadership
Chart 99 Company Shares 2025
Chart 100 Brand Shares 2025
Supermarkets and Health and Beauty Specialists Continue to Lead as Retail Channels
E-Commerce and Direct-To-Consumer Models Shift Manufacturer Distribution Focus
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 Canada
Key Data Insights
Premiumisation Boosts Value Sales Amid Economic Constrains
Chart 109 Key Industry Trends for Retail Tissue
Premiumisation Boosts Value Sales Amid Economic Constrains
Enhanced Comfort and Absorbency Drive Toilet Paper and Pocket Handkerchief Growth
Chart 110 Canadian Tissues Brand Cascades Launches a New Line of Premium Bathroom Tissue in 2025
Premium Innovations and Value-Seeking Define Consumer Behaviour
Chart 111 Who Gives a Crap, the Australia-Based Eco-Friendly Toilet Paper Brand, Launched in Canada in 2025
Chart 112 Value Sales 2020-2030
Chart 113 Volume Sales 2020-2030
Chart 114 Value Sales by Category 2025
Premium Brands to Aid Growth in Paper Towels and Facial Tissues
Omnichannel Strategies and E-Commerce to Continue Influencing Growth
Chart 115 Analyst Insight for Retail Tissue
Chart 116 Forecast Value Sales 2020-2030
Chart 117 Forecast Value Sales by Category 2025-2030
Kp Tissue Inc Accelerates Share Gains through Brand Loyalty and National Reach
Chart 118 Company Shares 2025
Chart 119 Brand Shares 2025
Supermarkets and Hypermarkets Drive In-Store Leadership as Online Shopping Gains Ground
Chart 120 Retail Channels 2020-2025
Chart 121 Economic Context for Retail Tissue
Chart 122 Real GDP Growth 2020-2030
Chart 123 Inflation 2020-2030
Chart 124 Consumer Context for Retail Tissue
Chart 125 Population 2020-2030
Chart 126 Consumer Expenditure 2020-2030
Chart 127 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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