Value sales of tissue and hygiene in Australia continued to rise in 2024, albeit more slowly compared to the previous year, mainly due to economic challenges and changes in consumer preferences. As cost-of-living inflation persisted during the year, it influenced consumers’ decision-making as they turned towards more affordable options, such as private label and bulk buying. Supermarkets, including the likes of Coles and Woolworths, continued to dominate distribution, although digital transforma...
Euromonitor International's Tissue and Hygiene in Australia report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they new product developments, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.
Product coverage: Away-from-Home Tissue and Hygiene, Retail Tissue and Hygiene, Rx/Reimbursement adult incontinence, Total Tissue and Hygiene.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
* Get a detailed picture of the Tissue and Hygiene market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.
- Tissue and Hygiene in Australia
- Euromonitor International
- March 2025
- List Of Contents And Tables
- TISSUE AND HYGIENE IN AUSTRALIA
- EXECUTIVE SUMMARY
- Tissue and hygiene in 2024: The big picture
- 2024 key trends
- Competitive landscape
- Retail developments
- What next for tissue and hygiene?
- MARKET INDICATORS
- 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
- MARKET DATA
- 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
- SOURCES
- Summary 1 Research Sources
- MENSTRUAL CARE IN AUSTRALIA
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Raising awareness and personalisation to address individual needs
- Essity AustralAsia and period poverty
- Supermarkets remains dominant distribution channel
- PROSPECTS AND OPPORTUNITIES
- Immigration set to support stable demand
- Data-driven strategies an opportunity for brand loyalty
- Sustainability to retain its importance
- CATEGORY DATA
- Table 19 Retail Sales of Menstrual Care by Category: Value 2019-2024
- Table 20 Retail Sales of Menstrual Care by Category: % Value Growth 2019-2024
- Table 21 Retail Sales of Tampons by Application Format: % Value 2019-2024
- Table 22 NBO Company Shares of Retail Menstrual Care: % Value 2020-2024
- Table 23 LBN Brand Shares of Retail Menstrual Care: % Value 2021-2024
- Table 24 Forecast Retail Sales of Menstrual Care by Category: Value 2024-2029
- Table 25 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2024-2029
- NAPPIES/DIAPERS/PANTS IN AUSTRALIA
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Pressure on category as Australia’s birth rate declines
- Kimberly-Clark retains dominance of competitive landscape
- Supermarkets retains dominance despite falling sales
- PROSPECTS AND OPPORTUNITIES
- Sustainability to become a defining feature of Australian brands
- Subscription models can help drive future growth through e-commerce
- Local brand looks to redefine nappies/diapers/pants
- CATEGORY DATA
- Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
- Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024
- Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2020-2024
- Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2021-2024
- Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2024-2029
- Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2024-2029
- RETAIL ADULT INCONTINENCE IN AUSTRALIA
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Increasing awareness of incontinence helps drive category sales
- Essity extends lead over Kimberly-Clark
- Strong distribution mix between supermarkets and e-commerce
- PROSPECTS AND OPPORTUNITIES
- Greater awareness set to expand target audience to younger consumers
- Sustainability will be key to future development and innovation
- E-commerce helps support access to retail adult incontinence in Australia
- CATEGORY DATA
- Table 32 Sales of Retail Adult Incontinence by Category: Value 2019-2024
- Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024
- Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2020-2024
- Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2021-2024
- Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2024-2029
- Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2024-2029
- RX/REIMBURSEMENT ADULT INCONTINENCE IN AUSTRALIA
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Rising demand but unequal access to products due to regional discrepancies
- Cost of reimbursement is rising for local authorities
- Increase in budget for the CAPS as demand for rx/reimbursement rises
- PROSPECTS AND OPPORTUNITIES
- Continence Foundation of Australia is key for future of rx solutions
- Digital innovation in reimbursement schemes reshape incontinence support
- Demand for professional guidance can create new avenues for CAPS distribution
- CATEGORY DATA
- Table 38 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2019-2024
- Table 39 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2019-2024
- Table 40 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2024-2029
- Table 41 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2024-2029
- WIPES IN AUSTRALIA
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Wipes brands align with sustainability and adjustments to evolving expectations
- Kimberly-Clark retains lead but smaller brands make gains
- Different channels target different consumer segments
- PROSPECTS AND OPPORTUNITIES
- Greater awareness among consumers will enhance product segmentation
- E-commerce and data are strong resources to drive future growth
- Innovation set to drive further sustainability efforts
- CATEGORY DATA
- Table 42 Retail Sales of Wipes by Category: Value 2019-2024
- Table 43 Retail Sales of Wipes by Category: % Value Growth 2019-2024
- Table 44 NBO Company Shares of Retail Wipes: % Value 2020-2024
- Table 45 LBN Brand Shares of Retail Wipes: % Value 2021-2024
- Table 46 Forecast Retail Sales of Wipes by Category: Value 2024-2029
- Table 47 Forecast Retail Sales of Wipes by Category: % Value Growth 2024-2029
- RETAIL TISSUE IN AUSTRALIA
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Cost pressures, sustainability, and distribution dominance shape retail tissue in 2024
- Sustainability partnerships and offers
- Supermarket dominance and further share gain for e-commerce
- PROSPECTS AND OPPORTUNITIES
- Value for money will continue to influence demand for retail tissue
- E-commerce and D2C models will slowly change consumer preferences
- Sustainability regulations set to propel innovation in local retail tissue
- CATEGORY DATA
- Table 48 Retail Sales of Tissue by Category: Value 2019-2024
- Table 49 Retail Sales of Tissue by Category: % Value Growth 2019-2024
- Table 50 NBO Company Shares of Retail Tissue: % Value 2020-2024
- Table 51 LBN Brand Shares of Retail Tissue: % Value 2021-2024
- Table 52 Forecast Retail Sales of Tissue by Category: Value 2024-2029
- Table 53 Forecast Retail Sales of Tissue by Category: % Value Growth 2024-2029
- AWAY-FROM-HOME TISSUE AND HYGIENE IN AUSTRALIA
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Travel’s recovery and major events drive sales of away-from-home tissue
- Growth for AFH adult incontinence amid demographic shift and institutional demand
- New ESP policy to drive sustainable procurement for AFH channels
- PROSPECTS AND OPPORTUNITIES
- Further growth expected for away-from-home tissue and hygiene, with AFH adult incontinence a strong performer
- Digital procurement and automation to help shape AFH supplies in Australia
- ESG reporting and the future of away-from-home tissue and hygiene in Australia
- CATEGORY DATA
- Table 54 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
- Table 55 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024
- Table 56 Sales of Away-From-Home Paper Towels by Type: % Value 2019-2024
- Table 57 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2019-2024
- Table 58 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2024
- Table 59 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2024-2029
- Table 60 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2024-2029
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