Overall retail current value sales growth for tissue and hygiene in Ireland in 2022 was markedly faster than that recorded in 2021, as unit prices rose substantially due to a dramatic and prolonged spike in inflation fuelled by the global recovery from COVID-19 and the fallout of Russia’s invasion of Ukraine. However, most product types remained reasonably affordable, and together with the fact that many are considered basic necessities, this limited the impact price hikes had on volume sales.
Concerns about environmental sustainability continued to gain influence over purchasing decisions in the Irish tissue and hygiene market in 2022. Having been reinforced by the pandemic, this well-established trend saw more consumers migrate to products that are made with recycled, recyclable and easily renewable raw materials and have greener packaging solutions.
Private label have long had a strong presence in tissue and hygiene in Ireland, claiming aggregate volume and value shares that were only slightly lower than or surpassed those of branded competitors in several categories throughout the review period. They continued to gain ground across the market in 2022, with their comparatively affordable price positioning becoming more attractive to many consumers as the cost of living rose sharply due to soaring inflation.
Supermarkets remained by far the most important retail distribution channel for tissue and hygiene products in Ireland in value sales terms in 2022. Hypermarkets placed a distant second overall, closely followed by e-commerce and discounters.
The outlook for tissue and hygiene in Ireland over the forecast period is bright on the whole, with robust growth in total current value sales predicted and the majority of categories set to develop positively in volume terms. The expansion of the entire market will be underpinned by growth in the Irish population and the total number of households in the country.
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Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Ireland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
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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
This report originates from Passport, our Tissue and Hygiene research and analysis database.
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