Tissue and Hygiene in New Zealand

March 2025
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Overview:

Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in New Zealand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Away-From-Home Tissue and Hygiene
  • Retail Adult Incontinence
  • Nappies/Diapers/Pants
  • Sanitary Protection
  • Wipes
  • Retail Tissue
  • RX/Reimbursement Adult Incontinence

If you're in the Tissue and Hygiene industry in New Zealand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Tissue and Hygiene in New Zealand report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Tissue and Hygiene in New Zealand?
  • Which are the leading brands in Tissue and Hygiene in New Zealand?
  • How are products distributed in Tissue and Hygiene in New Zealand?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
  • How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Tissue and Hygiene products?
  • Where is future growth expected to be most dynamic?
  • How important will sustainability and recycling be in generating future growth?

Tissue and Hygiene in New Zealand

Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
Table 1 Birth Rates 2019-2024
Table 2 Infant Population 2019-2024
Table 3 Female Population by Age 2019-2024
Table 4 Total Population by Age 2019-2024
Table 5 Households 2019-2024
Table 6 Forecast Infant Population 2024-2029
Table 7 Forecast Female Population by Age 2024-2029
Table 8 Forecast Total Population by Age 2024-2029
Table 9 Forecast Households 2024-2029
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2020-2024
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2021-2024
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2019-2024
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2019-2024
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2024
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2024-2029
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2024-2029

DISCLAIMER

Summary 1 Research Sources

Away-From-Home Tissue and Hygiene in New Zealand

KEY DATA FINDINGS

The downturn of the hospitality industry impacts value growth of AFH tissue
The ageing population drives ongoing growth in AFH adult incontinence
Innovation focuses on cost efficiencies for clients within AFH tissue
The economic recovery is expected to boost demand for AFH tissue
As the ageing population move into rest homes, share shifts from retail to AFH sales
The demand for touchless hygiene solutions is expected to rise
Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
Table 20 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024
Table 21 Sales of Away-From-Home Paper Towels by Type: % Value 2019-2024
Table 22 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2019-2024
Table 23 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2024
Table 24 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2024-2029
Table 25 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2024-2029

Retail Adult Incontinence in New Zealand

KEY DATA FINDINGS

The ageing population drives volume growth, while unit price slows as inflationary pressures ease
Asaleo Care Ltd and Kimberly-Clark New Zealand maintain their firm leads
Supermarkets remains the leading channel while health and beauty specialists increase share
The ageing population is expected to continuing driving growth in retail adult incontinence
The share of retail e-commerce is expected to grow as online retail rises
Sustainability trends are set to shape product innovation, aligning with rising demands
Table 26 Sales of Retail Adult Incontinence by Category: Value 2019-2024
Table 27 Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024
Table 28 NBO Company Shares of Retail Adult Incontinence: % Value 2020-2024
Table 29 LBN Brand Shares of Retail Adult Incontinence: % Value 2021-2024
Table 30 Forecast Sales of Retail Adult Incontinence by Category: Value 2024-2029
Table 31 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2024-2029

Nappies/Diapers/Pants in New Zealand

KEY DATA FINDINGS

Cost of living pressures influence purchasing decisions in nappies/diapers/pants
Kimberly-Clark New Zealand Ltd continues to lead, despite growing competition
Supermarkets remain the leading channel while retail e-commerce increases its share
Retail value growth is expected to slow as inflationary pressures ease
Subscription services could offer start up brands growth opportunities
A focus on sustainability is expected to characterise product development over the forecast period
Table 32 Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
Table 33 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024
Table 34 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2020-2024
Table 35 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2021-2024
Table 36 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2024-2029
Table 37 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2024-2029

Menstrual Care in New Zealand

KEY DATA FINDINGS

Consumers reach for larger pack sizes and bulk purchases to save costs
Asaleo Care Ltd continues to lead, offering top selling brand Libra
Supermarkets benefit from offering consumers one-stop-shop locations
Conscious consumerism is set to drive value sales as inflationary pressures start to ease
Retail e-commerce is set to boost sales of sustainable options across menstrual care
Gender inclusivity is expected to be a key focus when marketing menstrual care products
Table 38 Retail Sales of Menstrual Care by Category: Value 2019-2024
Table 39 Retail Sales of Menstrual Care by Category: % Value Growth 2019-2024
Table 40 Retail Sales of Tampons by Application Format: % Value 2019-2024
Table 41 NBO Company Shares of Retail Menstrual Care: % Value 2020-2024
Table 42 LBN Brand Shares of Retail Menstrual Care: % Value 2021-2024
Table 43 Forecast Retail Sales of Menstrual Care by Category: Value 2024-2029
Table 44 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2024-2029

Wipes in New Zealand

KEY DATA FINDINGS

Consumer bulk-buy to save costs, driving down retail value growth
Kimberly-Clark New Zealand Ltd retains its lead with Huggies
Supermarkets remain the go-to channel for wipes while retail e-commerce improves its share
Value growth is expected to slow as inflationary pressures ease
Retail e-commerce penetration is set to grow as consumers become more accustomed to shopping online
A rising focus on menstrual and feminine hygiene will drive growth in intimate wipes
Table 45 Retail Sales of Wipes by Category: Value 2019-2024
Table 46 Retail Sales of Wipes by Category: % Value Growth 2019-2024
Table 47 NBO Company Shares of Retail Wipes: % Value 2020-2024
Table 48 LBN Brand Shares of Retail Wipes: % Value 2021-2024
Table 49 Forecast Retail Sales of Wipes by Category: Value 2024-2029
Table 50 Forecast Retail Sales of Wipes by Category: % Value Growth 2024-2029

Retail Tissue in New Zealand

KEY DATA FINDINGS

A unit price slowdown sees value growth remain stable despite an uplift in volume sales
Asaleo Care Ltd continues to lead while private label offerings gain ground
Supermarkets remain the leading channel while recording the strongest performance
Economic recovery is set to support value growth rates over the forecast period
Technological advancements and sustainability trends should drive growth for retail e-commerce
Sustainability is expected to influence ongoing innovation, boosting value growth
Table 51 Retail Sales of Tissue by Category: Value 2019-2024
Table 52 Retail Sales of Tissue by Category: % Value Growth 2019-2024
Table 53 NBO Company Shares of Retail Tissue: % Value 2020-2024
Table 54 LBN Brand Shares of Retail Tissue: % Value 2021-2024
Table 55 Forecast Retail Sales of Tissue by Category: Value 2024-2029
Table 56 Forecast Retail Sales of Tissue by Category: % Value Growth 2024-2029
Download table of contents
The following categories and subcategories are included:

Tissue and Hygiene

      • AFH Adult Incontinence
      • AFH Boxed Facial Tissues
        • AFH Napkins
        • AFH Tablecloths
      • AFH Paper Towels
      • AFH Toilet Paper
      • AFH Wipers
        • Light Adult Incontinence
        • Moderate/Heavy Adult Incontinence
        • Disposable Pants
          • Junior Nappies/Diapers
          • New Born Nappies/Diapers
          • Standard Nappies/Diapers
        • Pantyliners
        • Tampons
            • Standard Towels with Wings
            • Standard Towels without Wings
            • Slim/Thin/Ultra-Thin Towels with Wings
            • Slim/Thin/Ultra-Thin Towels without Wings
        • Menstrual Care Including Intimate Wipes
            • Starter Kits/Sweepers/Sticks (Dry Electro-Static)
            • Wipes and Refills (Dry Electro-Static)
              • Cleaning Solution
              • Refill Wipes/Pads
            • Starter Kits/Trigger Device
            • All Purpose Cleaning Wipes
            • Furniture Polish Wipes
            • Toilet Care Wipes
            • Window/Glass Wipes
            • Other Impregnated Wipes
          • Starter Kits/Sweepers/Sticks (Excluding Wipes)
          • Wipes (Excluding Starter Kits/Sweepers/Sticks)
          • General Purpose Wipes
          • Intimate Wipes
          • Baby Wipes
            • Facial Cleansing Wipes
            • Deodorant Wipes
          • Moist Toilet Wipes
      • Paper Towels
        • Napkins
        • Tablecloths
        • Boxed Facial Tissues
        • Pocket Handkerchiefs
      • Toilet Paper
  • Rx/Reimbursement adult incontinence
        • AFH Adult Incontinence
          • Retail Light Adult Incontinence
          • Retail Moderate/Heavy Adult Incontinence
        • Rx/Reimbursement adult incontinence
        • Disposable Pants
          • Junior Nappies/Diapers
          • New Born Nappies/Diapers
          • Standard Nappies/Diapers
        • Pantyliners
        • Tampons
            • Standard Towels With Wings
            • Standard Towels Without Wings
            • Slim/Thin/Ultra-Thin Towels With Wings
            • Slim/Thin/Ultra-Thin Towels Without Wings
        • Menstrual Care Including Intimate Wipes
            • Starter Kits/Sweepers/Sticks (Dry Electro-Static)
            • Wipes and Refills (Dry Electro-Static)
              • Cleaning Solution
              • Refill Wipes/Pads
            • Starter Kits/Trigger Device
            • All Purpose Cleaning Wipes
            • Furniture Polish Wipes
            • Toilet Care Wipes
            • Window/Glass Wipes
            • Other Impregnated Wipes
          • General Purpose Wipes
          • Intimate Wipes
          • Baby Wipes
            • Facial Cleansing Wipes
            • Deodorant Wipes
          • Moist Toilet Wipes
          • AFH Napkins
          • Retail Napkins
          • AFH Tablecloths
          • Retail Tablecloths
          • AFH Boxed Facial Tissues
          • Retail Boxed Facial Tissues
        • Pocket Handkerchiefs
        • AFH Paper Towels
        • Retail Paper Towels
        • AFH Toilet Paper
        • Retail Toilet Paper
      • AFH Wipers

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.

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This report originates from Passport, our Tissue and Hygiene research and analysis database.

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