Tissue and Hygiene in the United Kingdom

April 2025
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EUR 2,550
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Overview:

Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in United Kingdom 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 United Kingdom, 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 United Kingdom 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 United Kingdom?
  • Which are the leading brands in Tissue and Hygiene in United Kingdom?
  • How are products distributed in Tissue and Hygiene in United Kingdom?
  • 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 the United Kingdom

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 the United Kingdom

KEY DATA FINDINGS

Volume growth of away-from-home tissue outperforms value in 2024
AFH adult incontinence demand driven by population factors
NHS losing money on inferior incontinence products according to Essity study
Positive outlook across away-from-home tissue and hygiene
Despite ingrained work habits, sales of away-from-home tissue will remain stable
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 the United Kingdom

KEY DATA FINDINGS

Light adult incontinence remains most popular format in category
Essity retains dominance with Tena range
E-commerce makes further share gain in 2024
Ageing population set to drives sales over forecast period
E-commerce offers further growth potential as convenient and discreet channel
New drug could potentially impact demand for retail adult incontinence
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 the United Kingdom

KEY DATA FINDINGS

Unit price increases drive category’s value growth
Procter & Gamble retains convincing lead with Pampers
Supermarkets leads distribution, but e-commerce makes further gains by offering convenience and competitive prices
Premiumisation offers value growth potential despite strength of private label
E-commerce set to gain further ground by offering multiple advantages to consumers
Focus on superior quality and sustainability expected to gain momentum
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 the United Kingdom

KEY DATA FINDINGS

Rising demand and unit price growth drive value sales
Procter & Gamble leads category, supported by Always and Tampax
E-commerce continues to grow, but retail offline dominates distribution
Positive outlook for menstrual care despite growing impact of substitutes
E-commerce offers platform for smaller brands
Sustainable brands expected to perform well over forecast period
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 the United Kingdom

KEY DATA FINDINGS

Wipes continues to perform positively, supported by habitual use
Procter & Gamble retains lead, while WaterWipes records most dynamic growth
Amazon and e-commerce platforms of grocery retailers popular for wipes
Baby wipes and general purpose wipes to continue growing, while deodorant wipes will struggle from niche positioning
Amazon important for e-commerce sales of wipes
Ban on use of plastic in wipes unlikely to have major impact on demand
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 the United Kingdom

KEY DATA FINDINGS

Flat performance for mature category of retail tissue
Kimberly-Clark retains leadership due to established presence of Andrex and Kleenex
E-commerce continues to gain share from modern grocery retailers
Premiumisation set to support value sales
Omnichannel approach could be the key to future growth
Consumers willing to spend more if they perceive a product to offer greater value
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

Rx/Reimbursement Adult Incontinence in the United Kingdom

KEY DATA FINDINGS

Competition from other categories negatively impacts sales
NHS waiting times a contributing factor to decline
Volume sales set to further decline over the forecast period
Substitutes, reusable alternatives and NHS waiting times set to be major limiting factors for category
Table 57 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2019-2024
Table 58 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2019-2024
Table 59 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2024-2029
Table 60 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 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
        • 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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