Tissue and Hygiene in the United Kingdom

Following several years of dynamic value growth, driven by high inflation and escalating production costs, tissue and hygiene in the UK recorded a more subdued performance in 2024. This was particularly evident in retail tissue, the largest value category overall, as inflation and the cost of production decreased in the latter stages of 2023 and into 2024, in addition to a decline in pulp costs and other raw materials. This resulted in no movement in the average unit price and flat value sales,...

Euromonitor International's Tissue and Hygiene in United Kingdom 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 the United Kingdom
Euromonitor International
April 2025
List Of Contents And Tables
TISSUE AND HYGIENE IN THE UNITED KINGDOM
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 THE UNITED KINGDOM
KEY DATA FINDINGS
2024 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
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 THE UNITED KINGDOM
KEY DATA FINDINGS
2024 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
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 THE UNITED KINGDOM
KEY DATA FINDINGS
2024 DEVELOPMENTS
Light adult incontinence remains most popular format in category
Essity retains dominance with Tena range
E-commerce makes further share gain in 2024
PROSPECTS AND OPPORTUNITIES
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
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 THE UNITED KINGDOM
KEY DATA FINDINGS
2024 DEVELOPMENTS
Competition from other categories negatively impacts sales
NHS waiting times a contributing factor to decline
PROSPECTS AND OPPORTUNITIES
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
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 THE UNITED KINGDOM
KEY DATA FINDINGS
2024 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
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 THE UNITED KINGDOM
KEY DATA FINDINGS
2024 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
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 THE UNITED KINGDOM
KEY DATA FINDINGS
2024 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
Positive outlook across away-from-home tissue and hygiene
Despite ingrained work habits, sales of away-from-home tissue will remain stable
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

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook
Cookie Settings