In spite of inflation still hitting consumer spending power in 2023, the tissue and hygiene market was recording positive growth in real value terms in this year. However, price sensitivity has seen a trend towards rising shares for private label in many of the region’s countries. Nevertheless, players have continued to introduce more sustainable products to appeal to eco-conscious consumers,, such as bamboo-based toilet paper or fully compostable nappies/diapers.
This report comes in PPT.
Private label, already holding a major sales share, was making further gains in Germany in 2023. German consumers see private label products as good-quality and trustworthy, making downtrading a viable option for many shoppers. This was particularly the case at the end of the review period, with local consumers more price sensitive due to the inflationary environment.
Despite the cost-of-living crisis, sustainability remained high on the agenda in tissue and hygiene in the UK in 2023, with brands utilising alternative fibres for their products, such as plant-based, eg bamboo. For example, The Good Roll is a 100% bamboo-based toilet paper and paper towels brand, while Drylock unveiled a new bio-based and biodegradable nappy/diaper.
The e-commerce share reached 10% of retail value sales in 2023, although growth has slowed considerably since the pandemic. Modern grocery retailers continue to dominate sales in Western Europe, with the big supermarket, hypermarket and discounter chains, as well as health and beauty specialists, generally stocking wide ranges of their own private label lines alongside the branded products of well-known tissue and hygiene manufacturers.
The Spanish region of Cataluña was planning free distribution of a variety of reusable menstrual care products via pharmacies across the region, which has a population of eight million people. This regulation was expected to be implemented in the first trimester of 2024 and could impact retail sales of menstrual care as well as accelerate the transition to reusable products.
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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