Adult Incontinence is the Fastest Growing Category in Retail Tissue and Hygiene Globally

research company
Euromonitor International released today new global
tissue and hygiene industry data. According to the latest research, the
global market for tissue and hygiene products totalled USD $165 billion

The Asia-Pacific region is the world’s largest growing retail tissue and
hygiene market with USD $56.2 billion in sales. China leads the
region with USD $36.2 billion and Japan falls in second with USD $8.1
billion dollars in sales. While store-based retail accounts for majority
of the tissue and disposable hygiene sales in the region, online retail
is gaining traction. For example, in China, 26 percent of all diapers
were sold online in 2015, compared to five percent five years ago.

Overall, many tissue and hygiene companies struggled in 2015, as
currency devaluation and economic difficulties in many markets put
industry revenues and profit margins under heavy pressure. Increases in
import and production costs affected companies relying on imported raw
materials and goods. But while many international players struggled to
drive sales and revenues in these conditions, domestic manufacturers
capitalized on them, increasing their branded and private label product
sales. In Russia, for instance, private label nearly doubled its share
of retail tissue sales from 2013 to 2015.

Within tissue and hygiene, one of the categories that saw the most
growth was adult incontinence, with USD $7.2 billion in sales in 2015.
It is forecasted a seven percent compound annual growth rate (CAGR)
through 2020.

According to the Global Head of Tissue and Hygiene Research at
Euromonitor, Svetlana Uduslivaia, “The adult incontinence category
continues to grow due to consumer education, better understanding of
incontinence and better consumer awareness of products available.
Additionally, the category is driven by expanding product assortment in
stores and online channels, including specialized adult incontinence
online-only retailers and innovation that sees increasing product
segmentation and formats to address various types of adult incontinence.”

To learn more about Euromonitor tissue and hygiene research visit:

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