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    Tissue and Hygiene

    Market research on the tissue and hygiene industry. Our reports feature standardised and cross-comparable total market sizes, market and brand share data, distribution and trends.​​


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    Strategy Briefing

    Strategy Briefing

    Retail Toilet Paper: Growth, Opportunities, Disruptors

    Jan 2020

    Toilet paper is the largest consumer retail tissue category, and still presents opportunities for the industry, as many markets are characterised by low per capita consumption. However, the category is likely to face challenges from the expansion of ...

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    Hengan International Group Co Ltd in Tissue and Hygiene

    Jan 2020

    Hengan International Group in a key leading player in global tissue and hygiene with a focus on China. With a wide coverage of product categories and brand portfolio, the company manages to retain its advantage over the competition via product ...

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    Strategy Briefing

    Strategy Briefing

    Tissue and Hygiene Quarterly Briefing Q4 2019

    Dec 2019

    The fourth quarter forecast update for consumer tissue and disposable hygiene products still places the industry in the red, with the majority of the markets facing downgrades. However, the extent of the downgrades remains small compared to ...

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    Kimberly-Clark Corp in Tissue and Hygiene

    Dec 2019

    Kimberly-Clark remains one of the top-ranked players globally in consumer tissue and disposable hygiene. However, the company continues to feel pressure from macroeconomic and political headwinds, pricing and intense competitive pressures across ...

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    Strategy Briefing

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    Retail Adult Incontinence in Western Europe

    Nov 2019

    Sales of retail adult incontinence products are expected to increase in Western Europe, due to its ageing population. In addition to demographics, efforts by manufacturers to improve understanding around incontinence and to develop more discreet, ...

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    Strategy Briefing

    Strategy Briefing

    Sustainability in Disposable Hygiene: Meeting Current and Future Challenges

    Nov 2019

    Sustainability in disposable hygiene is one of the hot topics to support brand reputation and future growth, as well as a part of cost-efficiency measures. This report highlights key sustainability challenges facing the industry and response ...

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    Strategy Briefing

    Strategy Briefing

    Strategic Opportunities Within Private Label in Tissue and Hygiene

    Oct 2019

    This report explores growth opportunities for private label in tissue and hygiene. In mature markets like Western Europe and North America, private label’s share is high, due to the structure of the retailing landscape, and manufacturers now have to ...

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    Strategy Briefing

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    Adult Incontinence in Asia Pacific

    Oct 2019

    With the fastest ageing population in the world, Asia Pacific shows great potential for the sales of retail adult incontinence. While Japan has the oldest population and continues to contribute the largest percentage, developing countries like India ...

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    Adult Incontinence in Eastern Europe

    Sep 2019

    Although Eastern Europe lags other regions in adult incontinence, the region shows favourable demographic trends and a recovering economy. Positive macroeconomic trends coupled with increased consumer awareness and active marketing are expected to ...

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    Strategy Briefing

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    Nappies/Diapers and pants in the Middle East and Africa

    Sep 2019

    Africa and Middle East offers great potential as it currently has the lowest per capita usage of nappies and diapers globally. Sales are growing due to more women entering the workforce and changing cultural practices encouraged by company and ...

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    Strategy Briefing

    Strategy Briefing

    Eight Trends in African Innovation

    Sep 2019

    With Africa on the rise, consumer opportunities have typically been looked at through socioeconomic metrics. With the challenges the continent faces, opportunities can be developed by turning challenges into concepts and turning those concepts into ...

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    Strategy Briefing

    Nappies/Diapers/Pants in Asia Pacific

    Aug 2019

    Asia Pacific continues to be the world’s largest market for nappies/diapers/pants, with healthy projected growth over the period to 2023, except for expected further contractions in Japan and South Korea. While GPD growth remains one of the key ...

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    Strategy Briefing

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    Adult Incontinence in Latin America

    Aug 2019

    Although Latin America is behind developed regions in per capita adult incontinence sales, it has favourable demographic trends and recovering major economies. Positive macroeconomic trends, combined with increased consumer awareness and active ...

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    Strategy Briefing

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    Tissue and Hygiene Quarterly Briefing Q3 2019

    Aug 2019

    The third quarter forecast update demonstrates yet another marginal global downgrade to industry projections, indicative of persistent macroeconomic weakness and still shaky consumer sentiment as a result. Long-term untapped potential globally ...

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    Strategy Briefing

    Strategy Briefing

    Adult Incontinence in 2019 and Beyond: Prevalence, Industry Growth, Innovation

    Aug 2019

    Retail adult incontinence is one of the best performing hygiene categories, and still offers significant opportunities for growth. The self-reported prevalence of incontinence is low, particularly in developing markets, but efforts by industry and ...

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    Strategy Briefing

    Strategy Briefing

    Nappies/Diapers/Pants in Latin America

    Aug 2019

    Latin America is seeing growth in sales of nappies/diapers/pants, although a number of markets are still impacted by economic headwinds and cautious consumer sentiment and spending. Per capita consumption in the region is still generally below that ...

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    Strategy Briefing

    Strategy Briefing

    Feminine Care in Latin America: Current Developments and Future Opportunities

    Aug 2019

    Per capita use of sanitary protection in Latin America is reaching high levels, raising the risks of commoditization and placing meaningful innovation at the top of the agenda to drive revenues. This report analyses trends in period prevalence and ...

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    Strategy Briefing

    Strategy Briefing

    Sanitary Protection in Asia Pacific

    Jul 2019

    Sanitary protection in Asia Pacific has been growing the fastest globally due to rising disposable incomes, better product access and product innovation. The segment is expected to continue to grow given the substantial unmet growth potential in ...

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    Strategy Briefing

    Strategy Briefing

    Competitor Strategies in Tissue and Hygiene

    Jun 2019

    Global leaders continue to face pressure from domestic and regional players, private label, and online-only brands, including those launched successfully in China. The latter benefit from cross-border e-commerce and cost efficiencies, which also ...

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    Strategy Briefing

    Strategy Briefing

    Nappies/Diapers/Pants in Western Europe

    Jun 2019

    Nappies/ Diapers/Pants has suffered negative value growth in Western Europe as a result of the maturity level in the market for basic products. Similarly, this has been coupled with an overall decline in birth rates in the region which has diminished...

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