Tissue and Hygiene

Despite challenging economic conditions in 2023, the sales volume of personal wipes in Turkey experienced a modest increase. This growth can be attributed to the availability of a wider range of specialised wipes catering to specific needs and…

Wipes in the UK grew by 9% in current value terms in 2023, with all types recording a positive performance except for toilet care wipes and deodorant wipes as a result of low volume demand. While overall value growth was sustained by demand for some…

Value sales growth of wipes in the Netherlands continued to be significant in 2023, driven by high increases in price. Underlying factors that led to price increases included high transport costs, high energy costs and increased costs of raw…

Wipes in Switzerland continues to benefit from consumers’ higher hygiene standards since the COVID-19 pandemic. Swiss consumers were drawn to the portability and efficiency of wipes as life outside the home and travel resumed in 2023. Additionally,…

In 2023, retail value sales of wipes registered a moderate rise. Inflation drove up retail prices of wipes in 2023 as manufacturers faced rising costs from energy, raw materials and imports. Cost inflation, increased input prices, supply chain…

The challenges faced by the wipes category were similar to those affecting other tissue and hygiene products, with the inflation crisis causing a shift in consumer behaviour and priorities. The drop in demand for wipes was associated with the…

In 2023, wipes in Portugal recorded positive retail value growth, driven by rising price points. Personal wipes continued to record a solid volume performance, with baby wipes and moist toilet wipes performing well. The economic constraints and…

In 2023, in the wipes product area in Norway there was a notable increase in product claims focusing on clean wellness, highlighting the absence of harmful substances and the use of plant-based or natural ingredients. This trend is driven by…

Consumers’ remained price-sensitive in Italy in 2023, which translates into the popularity of discounter stores for products such as wipes. Indeed, non-food discounter stores offer lower prices for many basic and essential products, which is notable…

Wipes in Ireland witnessed robust current value growth in 2023, aided largely by higher unit prices caused by inflationary conditions. In constant value terms, sales are now back on a par with pre-pandemic levels. The largest category baby wipes saw…

In 2023, wipes in Greece recorded a retail value decline, with retail volume declining in all areas apart from baby wipes. These declines were the result of higher price points and the rising cost of living, with consumers prioritising essential…

Wipes in Germany have been enjoying popularity since the pandemic, given their hygiene efficiency and portability function. Despite the impact of the pandemic continuing to wane, hygiene habits persist in Germany, and wipes meet the needs of busy…

Wipes overall saw current value sales flatline in France in 2023. General purpose wipes declined deeply in both volume and current value terms, with pandemic-inspired habits falling away. Though local consumers continue to wash their hands more…

Despite being a mature product area, wipes in Finland continued to thrive in 2023, propelled by the enduring appeal of convenience. The price increase during the year prompted consumers to adopt a more discerning approach, carefully evaluating…

Consistent with the observations across tissue and hygiene, wipes in Denmark saw pronounced increases in retail price points, which impacted category performance. Higher prices for wipes were driven by cost inflation, covering factors like energy,…

In 2023, wipes in Belgium faced a decline driven by economic uncertainty, as high inflation deterred consumers who viewed wipes as a discretionary purchase. However, amidst this downturn, eco-friendly wipes, particularly moist toilet paper, witnessed…

Wipes in Austria saw continued growth in current value terms in 2023. However, this was driven to a large extent by inflationary pressures, which led to an increase in unit prices. Personal wipes remained highly popular with consumers, having…

Technological advances in 2024 will continue to reshape consumer behaviour. This annual report explores the top five digital shopper trends that will redefine commerce the most in the year ahead. Some of the trends included in this report’s edition…

Now in its seventh edition, this report explores the top digital shopper trends that will redefine commerce the most in the year ahead. Some of the trends included in this edition touch on topics such as second-hand shopping, community group buying,…

In spite of inflation still hitting consumer spending power in 2023, the tissue and hygiene market was recording positive growth in real value terms in this year. However, price sensitivity has seen a trend towards rising shares for private label in…

Throughout 2023, the economic crisis in Turkey cast a substantial shadow over tissue and hygiene sales, leading to a marked decrease in consumers' disposable incomes. This financial strain prompted individuals to adopt more frugal spending habits,…

In 2023, inflation was once again the major factor impacting the performance of tissue and hygiene in the UK. Both retail tissue and retail hygiene experienced high single-digit value growth in 2023, mainly propelled by the high inflationary…

Tissue and hygiene struggled to grow in volume terms in 2023, with many threats on the horizon. This included high price increases, dampening demand, as well as threats from non-disposable categories in menstrual care and hygiene but increasingly in…

In 2023, tissue and hygiene in Switzerland posted modest value sales growth fuelled by high inflation.

Retail value sales of tissue and hygiene grew in 2023, underpinned by rising retail price points. In retail volume terms, price increases dampened the magnitude of volume growth rates relative to value.

2023 was marked by considerable challenges with regard to the raw materials required for tissue and hygiene products. Dramatic fluctuations in cellulose prices alongside general inflation led to rising costs for most players which they were forced to…

In 2023, tissue and hygiene in Portugal recorded positive retail value growth, boosted by increased price points. However, the prevalence of low wages, global price increases, and rising interest rates strongly impacted consumer purchasing behaviour,…

Tissue and hygiene experienced robust value growth in Norway in 2023, driven primarily by persistent inflationary pressures. While inflation moderated from its 2022 spike, it remained elevated historically, resulting in notable percentage increases…

Tissue and hygiene continued to see healthy value growth in Italy in 2023, supported by inflationary pressures which have pushed up unit prices. Meanwhile, this same inflationary environment is causing price-sensitivity in consumers, thus, many…

Tissue and hygiene registered solid retail volume growth in 2023, reflecting the strong consumer demand for tissue and hygiene in Ireland. Overall consumption has lowered compared to 2022 levels, as demand patterns normalised within the tissue and…

In 2023, the tissue and hygiene landscape in Greece recorded double-digit retail value growth, driven by rising price points. However, the decline in disposable incomes influenced and shaped consumer behaviour in the tissue and hygiene market. While…

In 2023, tissue and hygiene in Germany experienced a persistent increase in value following significant growth the previous year. This continued growth was mainly driven by the sustained rising costs of raw materials and production. Despite a lower…

Tissue and hygiene in France saw continued robust current value growth in 2023, at double the rate of the previous year and marking the second consecutive year of rapid current value rises driven by persistent inflationary pressures. Despite supply…

Tissue and hygiene in Finland witnessed a notable change in 2023, marked by a slowdown in price increases. However, the lingering effects of previous hikes left consumers highly attuned to costs, driving a preference for more affordable options. The…

In tissue and hygiene in Denmark, retail and away-from-home (AFH) current value sales continued to grow strongly in 2023, driven mainly by price increases. Price inflation remained elevated compared to the early-to-mid-review period, but lower than…

Tissue and hygiene in Belgium faced significant challenges in 2023, primarily driven by inflation and soaring energy prices. However, the essential nature of most products in this category mitigated the extent of the decline. The decreasing birth…

Retail sales of tissue and hygiene in Austria registered a positive performance in current value terms in 2023, following the significant growth of the previous year. However, this was mainly due to prevailing inflationary pressures, as rising raw…

The demand for Rx (prescription) adult incontinence products in Turkey experienced robust growth in 2023, driven by a surge in volume sales. Open-tape adult diapers designed for heavy incontinence dominated the market, with the Social Security…

Rx/reimbursement adult incontinence in the UK continued to record volume declines in 2023. The category has been in decline for many years in the local market, with consumers shifting towards retail adult incontinence as the availability and…

Value sales of RX/reimbursement adult incontinence products registered moderate growth in 2023. For many people who are embarrassed about incontinence issues, there is a preference to buy incontinence products online, despite insurance reimbursement…

An ageing population in need of constant care is driving growth of Rx/reimbursement adult incontinence products in Switzerland among both elderly and temporary post-partum incontinence sufferers. Many Swiss consumers are visiting their doctors more…

In 2023, current value sales of Rx/reimbursement adult incontinence rose substantially due to a spike in unit prices. Although Rx/reimbursement adult incontinence products are available free of charge through Sweden’s public healthcare system, volume…

For nearly 40 years. the Spanish Public Health system has included adult incontinence protection in the list of Rx/reimbursement medical products. These products can be purchased through e-commerce and in health and beauty specialists with the…

Unit price points for Rx/reimbursement adult incontinence experienced a high but moderating spike in Norway in 2023. This increase can be attributed to inflationary pressures, including rising input costs such as energy, materials, labour, and…

Rx/reimbursement adult incontinence remained in a slump in Italy in 2023, as the government continues to reduce its spending in the healthcare system. In 2024, public expenditure in hospitals and so-called “Community Health Houses” will be further…

In 2023, rx/reimbursement adult incontinence in Germany continued to record positive value growth, particularly given the increased costs of products and the impact of a high inflation rate. Nevertheless, volume growth decreased marginally, in a…

Rx/reimbursement adult incontinence in France continued its positive growth trend in 2023, in terms of both volume and current value sales, benefitting from the essential nature of the category’s products. There was a small deceleration in the first…

Noteworthy unit price increases in 2023 also affected Rx/Reimbursement adult incontinence in Denmark. Significant price increases were driven by cost inflation covering aspects like energy, material sourcing, labour, logistics and supply chain…

The year 2023 witnessed a notable increase in demand for RX/reimbursement adult incontinence products in Belgium, spurred by several key drivers. Firstly, Belgium's ageing population continued to fuel sustained demand for such products. Additionally,…

Rx/reimbursement adult incontinence recorded strong growth in current value terms in 2023 continuing the trend of the previous year. However, this was mainly due to prevailing inflationary pressures, as rising raw material, production and transport…