Retail tissue maintained positive growth in Singapore in 2024, in both value and volume terms, with toilet paper showing the strongest performance. Retail tissue benefits from baseline demand, alongside consumers seeking both convenience and functionality. Indeed, as consumers lead increasingly busy lives, convenience remains a significant driver. For example, small on-the-go tissue packs, such as Tissue Box’s Pocket Tissues and Kleenex Go Anywhere, have seen strong demand as they fit easily int

Retail tissue value sales in Estonia recorded moderate growth in 2024, driven by rising prices. Whilst volume sales remained stable, rising production and transport costs led to higher prices, boosting value sales. In addition, consumers showed a growing preference for premium and eco-friendly options, including soft, multi-ply, and recycled tissue, increasing average spend in the category. Strong supermarket promotions and the expansion of private label further contributed to growth in 2024.

It was a bleak picture for retail tissue in Ecuador in 2024, with both current value and volume sales falling. In light of a difficult economy, consumers were highly price sensitive and traded down as much as possible. In response, several players reduced the size of their offerings in order to offer lower prices. Toilet paper continued to account for most value sales, though it also registered a fall in volume sales, as did paper towels and napkins. The only product that saw volume sales increa

The rate of growth in current value sales of retail tissue slowed in 2024, mainly due to a slowdown in the rate of unit price growth amid increased discounting. Brand loyalty is limited in retail tissue, with price the main determinant of purchasing decisions. There is also increased demand for larger pack sizes. Toilet paper continued to dominate retail tissue sales, but paper towels remained the best-performing category in terms of value sales growth.

In 2024, volume sales of retail tissue in Lithuania remained stagnant, partly reflecting the maturity of this category. Affordability is key for Lithuanians who generally shop around for the most attractive promotional deals. Innovation is limited in retail tissue given the high degree of price sensitivity, with consumers drawn to cheaper private label options that appeal to the consumer’s need for value.

Retail tissue in Austria witnessed a slowdown in 2024, with volume sales seeing only marginal growth and growth muted in current value terms. The weak performance stems from the slight contraction in toilet paper volume sales, the largest category within retail tissue in 2024, with this linked to some competition from toilet wipes.

Retail tissue in Brazil continued to grow steadily in both volume and current value terms in 2024. This was driven primarily by the largest category, toilet paper, which saw the highest increases in both value and volume terms. Overall retail tissue in Brazil expanded slightly above the inflation rate, indicating a stable yet modest increase in consumer demand. Brazilian consumers still have relatively low per capita usage of tissue products compared with their Latin American neighbours, highlig

Retail tissue in South Africa continued to record solid growth rates in 2024, supported by the essential nature of many of these products. While the country’s unstable economic landscape suppressed consumer affordability and spending towards the end of the review period, sales of retail tissue remained resilient through the high inflationary period. The economy showed signs of recovery in the second half of 2024 with inflation levels easing compared to the previous year, thereby having a positiv

With inflation and the cost of production easing in 2024, as well as a decrease in pulp costs and other raw materials, the average unit price of retail tissue in the UK marginally declined during the year, ultimately having a negative impact on value sales but encouraging volume sales. This trend was particularly evident in toilet paper, the largest value category in retail tissue.

While retail tissue in Algeria continued to perform positively in volume and current value sales terms in 2024, growth rates fell slightly below those recorded in 2023. This was partly due to encroaching maturity, though the slowdown mainly reflected weakened purchasing power among the population following the dramatic surge in the cost of living towards the end of the review period. With household finances still strained, many consumers sought to save money by going without discretionary items

Value sales of retail tissue in Chile, dominated by toilet paper, stagnated in 2024, with declines for products such as napkins and paper towels compared to the previous year, when the average unit price recorded double-digit growth. However, with more levelled inflation in 2024, the average unit price of retail tissue marginally declined due to discounts by major channels, resulting in a positive volume performance. Consumers in Chile have been more cautious with their purchases, seeking conven

Retail tissue experienced sustained growth in current value terms in Mexico in 2024, although volume growth was more moderate. Paper towels was the best-performing category, registering value growth two percentage points above the average for retail tissue. In contrast, napkins showed a weaker performance, growing two percentage points below the average, and seeing volume decline, indicating a trend amongst consumers of replacing napkins with products which are perceived as more premium, such as

Retail tissue experienced robust current value growth in South Korea in 2024, outpacing inflation. All categories recorded increases in sales, although paper towels saw the strongest rise. Nevertheless, it was the already mature toilet paper category which remined the largest in 2024, and also continued to see solid current value growth. While some consumers are seeking affordable private label products, there remains steady demand for premium products amongst consumers who do not want to compro

Retail value sales of retail tissue rose in 2024. Toilet paper remained the largest category, with value sales increasing. The category continues to be an essential household staple, with demand supported by growing consumer preference for premium features such as added softness, strength, and higher ply counts. At the same time, paper towels were the most dynamic category, with value sales increasing notably. This growth reflects heightened hygiene awareness and the appeal of paper towels as a

Retail tissue recorded further growth in 2024, driven by social changes and consumer habits, especially in urban areas. Growing consumer confidence due to higher disposable incomes, population growth and urbanisation also stimulated sales, as did the rising popularity of competitively-priced private label products. Key retailers, including Carrefour, Géant and Monoprix, have invested in their own private label brands.

Despite negative demographic trends, improved living standards and the convenience trend were major factors in driving current value growth across retail tissue in North Macedonia in 2024. Inflation exerted downward pressure on household incomes and upward pressure on prices, compelling local consumers to find ways to save money and prioritise necessary purchases. Many preferred to buy in bulk as a cost-saving strategy, showing little to no loyalty to brands, and often opting for lower-priced br

While slower than in 2022 and 2023, inflation continued to impact prices of retail tissue in Slovenia in 2024. This underpinned the increased focus on less expensive brands and private label, reducing loyalty as most price-sensitive consumers pursued value for money. Thus, more consumers chased price promotions to ensure they paid less when purchasing particular brands. Consumer knowledge of prices improved significantly and many remained vigilant and alert to price promotions. In 2024, retail t

In retail tissue, value sales declined in 2024, despite an increase in volume sales. Retail prices decreased significantly in toilet paper due largely to government-imposed price caps, which directly impacted value sales. While consumers purchased a greater quantity of tissue products, particularly toilet paper, the drop in prices cut into revenues and led to declining value sales. Retail tissue is highly sensitive to price regulations and government interventions.

Retail tissue in Japan continued its downward trend in retail volume terms in 2024, influenced by factors such as population decline, reduced time spent at home, and lower pollen levels compared with 2023. Nevertheless, sales increased in retail current value terms. Over the last three decades, Japan experienced relatively stable inflation rates, with a few exceptions. However, in 2022 inflation rose by 2.5%, followed by 3.3% in 2023, and another increase of over 2% in 2024. This marked a notabl

Retail tissue in India witnessed robust volume and current value growth in 2024, primarily driven by heightened hygiene awareness following the COVID-19 pandemic, with all categories seeing solid increases. However, facial tissues led growth in 2024, and also accounted for the highest sales within retail tissue, largely due to the widespread use of such products in households. Boxed facial tissues experienced particularly strong growth, whilst pocket handkerchiefs experienced a slower but still

In 2024, retail tissue maintained volume and current value growth in China, with similar slow increases by both measures. Despite a notable decline in consumer confidence in the Chinese economy, retail tissue products are essential in every Chinese household, which helped maintain growth. In addition, the upward trajectory can be attributed to several other influencing factors, including lower pulp prices, alleviated cost pressures for manufacturers, and evolving consumer preferences, alongside

In 2024, consumer demand for affordability, private label development, and supermarket pricing strategies drove up volume and value sales of retail tissue in Australia. Rising cost-of-living concerns encouraged some consumers to choose more affordable private label options, with a notable presence for major grocery retailers Woolworths (Vevelle, Homebrand) and Wesfarmers (Coles). This gives them significant influence over trend development within the category. Bulk buying and promotional discoun

Retail tissue experienced healthy value growth in Turkey in 2024, in line with the cross-category trend of high inflation leading to high prices, thus supporting value sales. While overall volume showed positive growth, this was only in low single-digit figures, which reflects consumers’ price sensitivity in light of the inflationary pressures. Paper towels showed the strongest value growth, with volume sales in paper towels also slightly higher than the overall average. Meanwhile, toilet paper

Following two years of double-digit growth, retail tissue in Kazakhstan saw total current value sales decline moderately in 2024. This was primarily due to the intensification of price-based promotional activity as the recent spike in inflation fuelled by the global recovery from the pandemic and Russia’s invasion of Ukraine steadily receded. Discounting was most aggressive in toilet paper, which remained the dominant category and was the only one to contract in value terms. However, together wi