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
This report comes in PPT.
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 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.
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.
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.
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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