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Country Report

Tissue and Hygiene in

Tissue and Hygiene in Ireland

Mar 2021

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Executive Summary

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COVID-19 impact on tissue and hygiene

There were significant increases in demand for various retail tissue items in 2020, buoyed by stockpiling behaviour that lasted well into 2020 and working-from-home arrangements, which maintained higher product usage, especially in the case of toilet paper and kitchen towels. Regarding sanitary protection (eg tampons and towels) and wipes, there was also stockpiling as consumers prepared for home seclusion and became highly vigilant in terms of disinfecting their homes regularly and thoroughly, but to a lesser extent, given that sanitary protection usage did not significantly increase and the greater preference of consumers for soap rather than wipes.

COVID-19 country impact

On 12 March 2020, any events involving outdoor gatherings of over 500 people and indoor gatherings of over 100 people were cancelled in Ireland, and schools, colleges and other public facilities were closed. On 15 March – two days before the St Patrick’s Day celebrations – all pubs and bars closed.

Company response

Tissue and hygiene was already significantly represented by private label ranges, and these continued to grow in popularity in 2020, fuelled by competitive pricing and wide availability. However, such was the extensive demand for staple tissue goods, especially private label options, that retailers struggled to maintain supplies.

Retailing shift

Supermarkets, hypermarkets and discounters made the biggest gains in value sales in 2020 as consumers had to limit their shopping frequency amid lockdown restrictions on movement. Fear of COVID-19 transmission also played a role in consumers reducing the number of stores visited for shopping.

What next for tissue and hygiene?

Individual brands are likely to maintain their high rankings in retail tissue and hygiene, with Pampers at the summit, in 2021. However, a further substantial advance in private label’s performance is predicted while disposable income is still adversely affected by the financial fallout of the health crisis and while the threat of COVID-19 lingers, maintaining economic uncertainty.

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Tissue and Hygiene Sample Report Tissue and Hygiene Sample Data

Overview

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.

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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.

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Tissue and Hygiene in Ireland

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Company response

Retailing shift

What next for tissue and hygiene?

Chart 1 Tissue and Hygiene Value Sales Growth Scenarios: 2018-2025
Chart 2 Tissue and Hygiene Impact of Drivers on Value Sales: 2018-2025

MARKET INDICATORS

Table 1 Birth Rates 2015-2020
Table 2 Infant Population 2015-2020
Table 3 Female Population by Age 2015-2020
Table 4 Total Population by Age 2015-2020
Table 5 Households 2015-2020
Table 6 Forecast Infant Population 2020-2025
Table 7 Forecast Female Population by Age 2020-2025
Table 8 Forecast Total Population by Age 2020-2025
Table 9 Forecast Households 2020-2025

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2015-2020
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2016-2020
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2017-2020
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2015-2020
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2015-2020
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2020
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2020-2025
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Sanitary Protection in Ireland

KEY DATA FINDINGS

2020 IMPACT

Volume sales performance for 2020 largely unchanged by pandemic, though lockdown compounds period poverty

Sustainability on the rise in sanitary protection

Procter & Gamble leads sales

RECOVERY AND OPPORTUNITIES

Stable demand to prevail in Ireland

Lower-priced options now increasingly prioritised

Greener direction to be followed by the bigger players

CATEGORY DATA

Table 19 Retail Sales of Sanitary Protection by Category: Value 2015-2020
Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2015-2020
Table 21 Retail Sales of Tampons by Application Format: % Value 2015-2020
Table 22 NBO Company Shares of Retail Sanitary Protection: % Value 2016-2020
Table 23 LBN Brand Shares of Retail Sanitary Protection: % Value 2017-2020
Table 24 Forecast Retail Sales of Sanitary Protection by Category: Value 2020-2025
Table 25 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2020-2025

Nappies/Diapers/Pants in Ireland

KEY DATA FINDINGS

2020 IMPACT

Strong discounting push from retailers as birth rate declines

Irish family sizes are now smaller, while women are having children later

Multinational giant Procter & Gamble dominates

RECOVERY AND OPPORTUNITIES

Pandemic unlikely to hold long-term sway on sales

Standard nappies/diapers to drive overall sales growth

Value performance set to exceed volume performance

CATEGORY DATA

Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2015-2020
Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2015-2020
Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2016-2020
Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2017-2020
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2020-2025
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2020-2025

Retail Adult Incontinence in Ireland

KEY DATA FINDINGS

2020 IMPACT

COVID-19 has little effect on sales other than mild distribution switch in 2020

Innovation increasing as embarrassment factor eases

Essity is still out in front but private label is gaining

RECOVERY AND OPPORTUNITIES

Further gains predicted regardless of COVID-19

Increasing embracement of the products to combine positively with new ways of purchasing

Competitors target new goals to expand product usage

CATEGORY DATA

Table 32 Sales of Retail Adult Incontinence by Category: Value 2015-2020
Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2015-2020
Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2016-2020
Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2017-2020
Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2020-2025
Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2020-2025

Wipes in Ireland

KEY DATA FINDINGS

2020 IMPACT

Sales of disinfectant wipes boom as consumers become meticulous in hygiene practice

Pollution triggers skin care concerns, driving up demand for wipes

Boots improves private label competitiveness

RECOVERY AND OPPORTUNITIES

Emphasis on sanitation to remain strong, bolstering further demand for wipes

Boost to baby wipes and moist toilet wipes unlikely to outlast pandemic

Demand to remain steady for general purpose wipes

CATEGORY DATA

Table 38 Retail Sales of Wipes by Category: Value 2015-2020
Table 39 Retail Sales of Wipes by Category: % Value Growth 2015-2020
Table 40 NBO Company Shares of Retail Wipes: % Value 2016-2020
Table 41 LBN Brand Shares of Retail Wipes: % Value 2017-2020
Table 42 Forecast Retail Sales of Wipes by Category: Value 2020-2025
Table 43 Forecast Retail Sales of Wipes by Category: % Value Growth 2020-2025

Retail Tissue in Ireland

KEY DATA FINDINGS

2020 IMPACT

Sales growth accelerates as Ireland goes into lockdown, with private label especially in demand

Convincing consumers of eco-credentials is a challenge in Ireland

Private label in the driving seat

RECOVERY AND OPPORTUNITIES

Consumers are now well stocked up, slowing demand down in 2021

Premium options can serve to address eco-concerns while allowing brands to compete better with private label

Bigger packs, POS promotion and packaging are other ways for brands to challenge private label

CATEGORY DATA

Table 44 Retail Sales of Tissue by Category: Value 2015-2020
Table 45 Retail Sales of Tissue by Category: % Value Growth 2015-2020
Table 46 NBO Company Shares of Retail Tissue: % Value 2016-2020
Table 47 LBN Brand Shares of Retail Tissue: % Value 2017-2020
Table 48 Forecast Retail Sales of Tissue by Category: Value 2020-2025
Table 49 Forecast Retail Sales of Tissue by Category: % Value Growth 2020-2025

Away-From-Home Tissue and Hygiene in Ireland

KEY DATA FINDINGS

2020 IMPACT

Tissue usage away from home declines significantly amid lockdown

Thriving tourism in Ireland abruptly halted by pandemic

Retail giant Essity also a key player in AFH

RECOVERY AND OPPORTUNITIES

Road to recovery unlikely to be swift for AFH tissue

Players now readapting for a new business climate

Public sector under pressure to deliver eco-friendly products

CATEGORY DATA

Table 50 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2015-2020
Table 51 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 52 Sales of Away-From-Home Paper Towels by Type: % Value 2015-2020
Table 53 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2015-2020
Table 54 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2015-2020
Table 55 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2015-2020
Table 56 Sales of Away-From-Home Wipers by Format through Public: % Value 2015-2020
Table 57 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2015-2020
Table 58 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2019
Table 59 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2020-2025
Table 60 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2020-2025

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Megatrends

Country Report

Tissue and Hygiene in Ireland

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Company response

Retailing shift

What next for tissue and hygiene?

Samples

Overview

Why buy this report?

Samples: FAQs about samples

Want to find out more about this report?

Table of Contents

Tissue and Hygiene in Ireland

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Company response

Retailing shift

What next for tissue and hygiene?

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Sanitary Protection in Ireland

KEY DATA FINDINGS

2020 IMPACT

Volume sales performance for 2020 largely unchanged by pandemic, though lockdown compounds period poverty

Sustainability on the rise in sanitary protection

Procter & Gamble leads sales

RECOVERY AND OPPORTUNITIES

Stable demand to prevail in Ireland

Lower-priced options now increasingly prioritised

Greener direction to be followed by the bigger players

CATEGORY DATA

Nappies/Diapers/Pants in Ireland

KEY DATA FINDINGS

2020 IMPACT

Strong discounting push from retailers as birth rate declines

Irish family sizes are now smaller, while women are having children later

Multinational giant Procter & Gamble dominates

RECOVERY AND OPPORTUNITIES

Pandemic unlikely to hold long-term sway on sales

Standard nappies/diapers to drive overall sales growth

Value performance set to exceed volume performance

CATEGORY DATA

Retail Adult Incontinence in Ireland

KEY DATA FINDINGS

2020 IMPACT

COVID-19 has little effect on sales other than mild distribution switch in 2020

Innovation increasing as embarrassment factor eases

Essity is still out in front but private label is gaining

RECOVERY AND OPPORTUNITIES

Further gains predicted regardless of COVID-19

Increasing embracement of the products to combine positively with new ways of purchasing

Competitors target new goals to expand product usage

CATEGORY DATA

Wipes in Ireland

KEY DATA FINDINGS

2020 IMPACT

Sales of disinfectant wipes boom as consumers become meticulous in hygiene practice

Pollution triggers skin care concerns, driving up demand for wipes

Boots improves private label competitiveness

RECOVERY AND OPPORTUNITIES

Emphasis on sanitation to remain strong, bolstering further demand for wipes

Boost to baby wipes and moist toilet wipes unlikely to outlast pandemic

Demand to remain steady for general purpose wipes

CATEGORY DATA

Retail Tissue in Ireland

KEY DATA FINDINGS

2020 IMPACT

Sales growth accelerates as Ireland goes into lockdown, with private label especially in demand

Convincing consumers of eco-credentials is a challenge in Ireland

Private label in the driving seat