Where Consumers Shop for Tissue and Hygiene

April 2025

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

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Key Findings

Sluggish retail market growth in 2024 driven by inflation and shifting consumer preferences

In 2024, the global retail market for tissue and hygiene products experienced slow growth of approximately 1%. This was primarily driven by inflationary pressures that increased raw material costs, coupled with a shift in consumer preferences towards more affordable brands and private label alternatives. Additionally, the decline in remote work further contributed to reduced consumption in the retail channel.

E-commerce sets a new baseline with leadership in Asia Pacific and North America

E-commerce has established a new baseline in retail sales of tissue and hygiene products, driven by the surge in online shopping during the pandemic. Asia Pacific and North America lead in e-commerce share across most tissue and hygiene categories. Consumers are increasingly choosing online channels due to better prices, free shipping and the convenience of shopping anytime, anywhere.

Rising popularity of discounters and private label amid economic uncertainty

Economic uncertainty is pushing consumers towards more affordable options, boosting the popularity of discounters and warehouse clubs. Private label is also gaining ground, representing 25% of retail tissue value sales in 2024. This growth is driven by a widening price gap and improved product quality. As consumers grow more price-conscious, value-for-money is reshaping purchasing behaviour in the tissue category.

Strong growth in emerging markets and the key role of local small retailers

Asia Pacific, the Middle East, Africa and Latin America show high growth potential in tissue and hygiene, driven by low category penetration, urbanisation and rising disposable incomes. In these regions, local small retailers remain essential, not only as distribution channels but also as social anchors, offering proximity, trust and a deeper understanding of cultural needs and consumer behaviour within their communities.

 

Retail tissue and hygiene market summary
Key findings
Key facts to share
Drivers of consumer markets and impact on tissue and hygiene
Our expert’s view of Retail Tissue and Hygiene in 2025
Less time at home, less tissue at retail
From essentials to elastic budgets: The hygiene market’s balancing act
Demographics hold the key to growth opportunities
Regional market performance
Challenges and opportunities for tissue and hygiene
An uneven e-commerce revolution across mature and emerging markets
E-commerce continues to attract consumers amid shifts in retail T&H channels
Asia Pacific dominates e-commerce share in nearly all T&H segments
Competitive pricing and convenience drive global e-commerce in 2025
Store-based snapshot in 2024
Retail resilience in times of economic uncertainty
Small local grocers: A key community anchor for essential goods in emerging markets
Discounters rise in global tissue and hygiene, led by Western Europe
Private label rising to compete with leading brands and capture market share
Private label penetration reflects economic and retail development across regions
Kokett reflects the strength of Aldi as a leading discounter and private label champion
E-commerce reshapes the global tissue and hygiene landscape
Asia Pacific at the forefront of e-commerce expansion in tissue and hygiene
China and US fuel e-commerce growth, as marketplaces empower smaller brands
Attn: Grace - redefining incontinence care with purpose, innovation and empathy
The evolution of commerce: How social media is reshaping shopping habits
China transforms sales strategies via social media
Private label and discounters slow growth, making innovation key in retail tissue
Awareness and innovation drive growth in retail hygiene's underpenetrated categories
Opportunities for growth

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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