Rapidly ageing populations present both a socio-economic challenge and a business opportunity. As wellness narratives shift from lifespan to healthspan, priorities centre on early-stage prevention, optimising healthy years, and enabling active ageing in later life. Creating value, improving health outcomes, and driving business growth requires targeted consumer segmentation aligned with a broad spectrum of longevity-led solutions and a holistic ecosystem of life-stage needs.

Consumers no longer assess brands by price alone but by a shifting matrix of priorities – from health and convenience to sustainability and digital experience. As disruptors – including new platforms and non-traditional players – move faster and intensify competition, companies across industries must recalibrate their value strategies to maintain relevance, defend market share, and capture new growth opportunities.

Gen Z makes up 17% of Europe’s beauty and personal care spend, set to hit 20% by 2029. To stay relevant, brands must align with Gen Z’s values: authenticity, inclusivity, and sustainability. For this generation, beauty is about self-expression and wellness, shaped by both ideals and economic limits. They favor e-commerce but still value in-store experiences. As Gen Z gains financial power, their beauty influence and loyalty will keep evolving

Growth in the tissue and hygiene sales is being supported by increasing product availability through importers and distributors, despite challenges such as rising import taxes and environmental concerns over non-biodegradable products.

This report highlights Euromonitor International's Path to Purchase methodology and insights approach, with a focus on the results of the Voice of the Consumer: Beauty Survey. It covers the skin care category, examining global consumer beauty routines, skin care habits and purchase journey trends. Euromonitor’s Voice of the Consumer: Beauty Survey uncovers insights about today’s consumers.

In 2024, tissue and hygiene sales rose in value terms. Sales are being driven by urbanisation, rising hygiene awareness, and expanding retail access, while economic pressures are pushing consumers towards affordable, value-orientated products. The market is growing steadily, with nappies/diapers/pants and toilet paper being among the most popular.

Tissue and hygiene sales saw strong and steady growth in current value terms in 2024, following a similar pattern seen in the previous few years. Growth was driven by urbanisation, rising hygiene awareness, and expanding retail access. However, economic pressures are pushing consumers toward more affordable, value-oriented products, which led to slightly slower growth in 2024 compared to 2023.

Tissue and hygiene maintained positive value sales in Singapore in 2024, at slightly lower rates of growth than seen in 2023, albeit still at a healthy level. This slight decline in value can be attributed to lowering levels of inflation, which have stabilised again after two years of elevations. Overall, however, all categories in tissue and hygiene experienced positive sales in 2024.

With tissue and hygiene experiencing a further shift from price-led growth to volume recovery, the lingering cost-of-living crisis reinforces value as a central theme. Businesses need to benchmark growth and sharpen their portfolio and product positioning against demographic characteristics, consumer preferences, wellness priorities and lifecycle needs to be better positioned in an economically uncertain environment.

Tissue and hygiene sales continued to grow in Estonia in 2024, but at a much slower pace compared to recent years. This slowdown is mainly due to the market stabilising after the surge in demand driven by the pandemic. With consumers no longer stockpiling products and hygiene routines returning to normal, growth is now in line with pre-pandemic levels.

The rate of growth in retail current value sales of tissue and hygiene slowed significantly in 2024, as price growth moderated in the face of easing inflation and manufacturers offered more frequent discounts in an effort to support volume sales in the face of increasing private label competition. The boost to demand provided by COVID-19 is fading, as restrictions are eased and daily routines normalize. However, the heightened awareness of the importance of hygiene engendered by COVID-19 lingers

Tissue and hygiene value sales slowed in Austria during 2024, after a short period of strong growth fuelled by inflationary pressures and price rises. High production costs and inflation continued to challenge tissue and hygiene players in 2024. In addition, economic uncertainty had a strong influence on purchasing decisions as consumers grappled with higher costs of living. Consumer demand for value remained important leading consumers to opt for private label alternatives that provide similar

The picture was bleak for tissue and hygiene in Ecuador in 2024, with a fall in both current and constant value sales. Ecuador encountered a series of challenges in 2024. Notably, in early 2024, a significant security crisis prompted the newly appointed government of Daniel Noboa to impose nighttime curfews in major cities. These measures were gradually relaxed over the subsequent months.

Tissue and hygiene in Lithuania witnessed steady value growth over 2024, despite rapidly cooling inflation. The consumption of key tissue products, notably toilet paper, is driven by demographic factors, with demand rising in 2024 due to a growing number of immigrants in the country. The war in Ukraine has led to an influx of migrants from Ukraine and Belarus, among other countries. Promotional efforts are key in tissue and hygiene, with most players relying on this marketing strategy to drive s

This report identifies key long-term megatrends shaping consumer behaviour in Latin America. Technological advancements and wider internet access drive digital living, offering solutions to regional challenges. Better access to financial services fuels e-commerce and s-commerce growth. Inflation and changing household dynamics are driving consumers to focus on saving time and money, while also prioritising their overall wellbeing in the face of economic and geopolitical uncertainty.

Brazil holds a significant position in tissue and hygiene globally. The country is a major producer of cellulose, which is the primary raw material for tissue products. However, the Brazilian economy has faced significant challenges, including the impact of global trade tensions and fluctuating raw materials costs. The ongoing trade war between China and the US has led to increased tariffs and disrupted supply chains, affecting the availability and cost of essential components. The pricing dynam

The global retail tissue and hygiene market saw moderate growth in 2024 amid inflationary pressures raising raw material costs and a shift to more affordable and private label brands. Remote work decline hit retail sales, while e-commerce strengthened - especially in Asia Pacific and North America - driven by convenience and pricing. Growth will continue, with hygiene outpacing tissue, as awareness rises and demand for value, price competitiveness and stronger consumer engagement shapes the mark

Despite a positive performance in 2024, impressive value growth of tissue and hygiene in South Africa was mainly driven by inflation. South African consumers faced several challenges in the first half of 2024, including political uncertainty, elevated food and fuel prices and high interest rates. Annual consumer price inflation was 5.6% in February 2024, although following the national elections in May and the establishment of the Government of National Unity (GNU), this figure was down to 2.8%

Following several years of dynamic value growth, driven by high inflation and escalating production costs, tissue and hygiene in the UK recorded a more subdued performance in 2024. This was particularly evident in retail tissue, the largest value category overall, as inflation and the cost of production decreased in the latter stages of 2023 and into 2024, in addition to a decline in pulp costs and other raw materials. This resulted in no movement in the average unit price and flat value sales,

Significant shifts in US policies on tariffs, taxation, spending, regulation, migration, AI/tech, and energy are expected to impact the global economy and key industries like food and drinks, health and beauty, home and tech, travel, and automotive. Trump's policies can undermine global economic growth, affect consumer sentiment, risk higher prices, and disrupt production and distribution network. However, some opportunities will arise as the global supply chain rewires and consumers adapt.

Total current value sales growth for tissue and hygiene in Algeria in 2024 was slightly weaker than that recorded in 2023. This was partly explained by more intense price competition amidst the gradual easing of inflationary pressures related to the global rebound from the pandemic and Russia’s invasion of Ukraine. However, the dip also reflected trading down to cheaper options as consumers continued to exercise greater caution in their spending habits following the sharp rise in the cost of liv

With tissue and hygiene experiencing a further shift from price-led growth to volume recovery, the lingering cost-of-living crisis reinforces affordability as a central theme. Businesses need to benchmark growth and sharpen their portfolio against geographical and demographic characteristics across categories, consumer preferences, and natural adjacent lifecycle needs to be better positioned in a still challenging environment.

Tissue and hygiene in Chile experienced a notable slowdown in value growth terms in 2024 compared to the previous year, with sales remaining fairly flat. This slowdown in growth was mainly due to a stagnation in unit prices, following 2023’s sustained increases in line with inflation. High levels of promotional activity by retailers defined the local market in 2024, particularly through modern channels, as Chilean consumers remained cautious with their spending and continued to prioritise conven

Tissue and hygiene in Sri Lanka grew steadily in 2024 despite inflationary pressures and macroeconomic challenges. Sales of tissue and hygiene products increased both in value terms and volume terms, supported by innovation, urban consumer demand, and the recovery of institutional and away-from-home channels. However, higher production costs, driven by increased raw material prices, contributed to rising retail prices, which in turn dampened demand in more price-sensitive groups. Premium and eco