Executive Summary

Mar 2019
A good year overall

Ireland has been experiencing a mini economic boom since 2015, with GDP outperforming the EU average and disposable incomes increasing. 2018 was again a year of heated economic activity, with retail sales generally booming across all channels and a very warm summer driving growth in tourism and domestic social activity.

The environment is top-of-mind for consumers in their product choice

Irish consumers are becoming increasingly concerned about the environmental impact of their product choices. Sustainability and flushability are two top features for consumers when considering product alternatives.

Private label continues to win share, but multinationals dominate

Private label continued its solid value sales and share growth in 2018. Private label products from Aldi, Lidl and Tesco in particular continued to be a popular choice for price-conscious Irish consumers.

Internet retailing continues to grow

Click-and-collect represents a huge opportunity for traditional bricks-and-mortar retailers. Irish consumers are traditionally brand-loyal and increasingly time-strapped due to the heated economy.

Reasonable outlook for tissue and hygiene

Despite a number of significant challenges, the outlook remains reasonably positive for the majority of categories within tissue and hygiene. Irish economic activity is set to be positive until the middle part of the forecast period at least, with GDP expected to outperform the EU average in 2019, 2020 and 2021.

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Tissue and Hygiene in Ireland

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Overview

Discover the latest market trends and uncover sources of future market growth for the Tissue and Hygiene industry in Ireland 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 Ireland, 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 Ireland for free:

The Tissue and Hygiene in Ireland 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 Ireland?
  • What are the major brands in Ireland?
  • 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 Ireland

EXECUTIVE SUMMARY

A good year overall
The environment is top-of-mind for consumers in their product choice
Private label continues to win share, but multinationals dominate
Internet retailing continues to grow
Reasonable outlook for tissue and hygiene

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 Ireland

HEADLINES

PROSPECTS

Dry wipes expected to become increasingly prominent
Growth in tourism is set to continue to support AFH tissue and hygiene
Wider economic context to positively impact AFH tissue and hygiene

COMPETITIVE LANDSCAPE

Essity continues to dominate
An increase in niche providers

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 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2013-2018
Table 26 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2018
Table 27 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2018-2023
Table 28 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2018-2023

Nappies/Diapers/Pants in Ireland

HEADLINES

PROSPECTS

Technological innovation in nappies is set to accelerate
Demographics set to significantly alter the market
Environmental concerns remain

COMPETITIVE LANDSCAPE

New entrants could radically change the landscape
Private label continues to gain share
Procter & Gamble remains the dominant player despite increasing pressure

CATEGORY DATA

Table 29 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018
Table 30 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2013-2018
Table 31 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2014-2018
Table 32 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-2018
Table 33 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 34 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023

Retail Adult Incontinence in Ireland

HEADLINES

PROSPECTS

Increasing awareness of male incontinence drives growth
Alternative treatments will moderate growth

COMPETITIVE LANDSCAPE

Essity and Kimberly-Clark remain dominant
Smaller players increase their shares
Online sales are increasingly important

CATEGORY DATA

Table 35 Sales of Retail Adult Incontinence by Category: Value 2013-2018
Table 36 Sales of Retail Adult Incontinence by Category: % Value Growth 2013-2018
Table 37 NBO Company Shares of Retail Adult Incontinence: % Value 2014-2018
Table 38 LBN Brand Shares of Retail Adult Incontinence: % Value 2015-2018
Table 39 Forecast Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 40 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023

Retail Tissue in Ireland

HEADLINES

PROSPECTS

The number of allergy sufferers continues to grow
Environmental concerns to dominate and shape consumer preferences

COMPETITIVE LANDSCAPE

New product developments to focus on packaging, differentiation and volume
Mergers, acquisitions and divestments expected over the forecast period
Tesco and discounters make significant gains

CATEGORY DATA

Table 41 Retail Sales of Tissue by Category: Value 2013-2018
Table 42 Retail Sales of Tissue by Category: % Value Growth 2013-2018
Table 43 NBO Company Shares of Retail Tissue: % Value 2014-2018
Table 44 LBN Brand Shares of Retail Tissue: % Value 2015-2018
Table 45 Forecast Retail Sales of Tissue by Category: Value 2018-2023
Table 46 Forecast Retail Sales of Tissue by Category: % Value Growth 2018-2023

Sanitary Protection in Ireland

HEADLINES

PROSPECTS

Digital vs applicator tampons
Alternatives to traditional products are set to multiply

COMPETITIVE LANDSCAPE

Discounters is rapidly gaining share in towels
Associated initiatives in sanitary protection
The wider consumer context will shape the category

CATEGORY DATA

Table 47 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 48 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 49 Retail Sales of Tampons by Application Format: % Value 2013-2018
Table 50 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 51 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 52 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 53 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Wipes in Ireland

HEADLINES

PROSPECTS

EU directive to impact wipes
Some categories set to show moderate growth, some a decline
Pollution and air quality concerns set to help boost growth

COMPETITIVE LANDSCAPE

Wider consumer concerns shape the competitive landscape
New products to address consumer demand
Boots continues to win value share

CATEGORY DATA

Table 54 Retail Sales of Wipes by Category: Value 2013-2018
Table 55 Retail Sales of Wipes by Category: % Value Growth 2013-2018
Table 56 NBO Company Shares of Retail Wipes: % Value 2014-2018
Table 57 LBN Brand Shares of Retail Wipes: % Value 2015-2018
Table 58 Forecast Retail Sales of Wipes by Category: Value 2018-2023
Table 59 Forecast Retail Sales of Wipes by Category: % Value Growth 2018-2023