Sections
| Title | Starting Page | Number of Pages |
|---|
| Cover Page | 1 | 1 |
| Contents | 2 | 1 |
| Contents (CONT) | 3 | 1 |
| Graph - Key findings | 4 | 1 |
| KEY FINDINGS | 5 | 1 |
| KEY FINDINGS | 6 | 1 |
| Graph - Introduction | 7 | 1 |
| Global giants under pressure as regional players win with value and efficiency | 8 | 1 |
| Graph - Graph/Chart Analysis | 8 | 1 |
| INTRODUCTION | 9 | 1 |
| Local upstarts lead growth by scaling accessible premium experience | 9 | 1 |
| Graph - Retail Tissue and Hygiene: Top Companies Sales in 2025 and 2020-2025 % CAGR historic growth - USD million | 9 | 1 |
| INTRODUCTION | 10 | 1 |
| INTRODUCTION | 11 | 1 |
| INTRODUCTION (CONT) | 12 | 1 |
| COMPETITIVE OVERVIEW | 13 | 1 |
| Most top players remain sector focused, signalling value of specialisation | 13 | 1 |
| Graph - Industry Dependence: Top 10 Tissue and Hygiene Companies, 2025 Company Retail Sales RSP - USD million - Current - Fixed 2025 Exchange Rates | 13 | 1 |
| COMPETITIVE OVERVIEW | 14 | 1 |
| Private label ascends: From price fighter to proactive trend setter | 14 | 1 |
| Graph - Graph/Chart Analysis | 14 | 1 |
| COMPETITIVE OVERVIEW | 15 | 1 |
| Beyond market growth: Where competitive advantage is being built | 15 | 1 |
| Sales Growth Decomposition by Contributing Factors, 2020-2025 | 15 | 1 |
| Table/Chart: Company Retail Sales RSP - USD million - Current - Fixed 2025 Exchange Rates | 15 | 1 |
| Table/Chart: Tabular Data Analysis | 15 | 1 |
| COMPETITIVE OVERVIEW | 16 | 1 |
| Winning emerging markets through local production | 16 | 1 |
| Graph - Graph/Chart Analysis | 16 | 1 |
| Focus beats scale in the fight for category leadership | 17 | 1 |
| Graph - Graph/Chart Analysis | 17 | 1 |
| COMPETITIVE OVERVIEW | 18 | 1 |
| Most top players concentrate growth in a handful of power brands | 18 | 1 |
| Graph - Company Dependence on its Leading Brands, 2020-2025 Company Retail Sales RSP - USD million - Current - Fixed 2025 Exchange Rates | 18 | 1 |
| From shelf to screen: Social commerce is rewriting the rules of scale | 19 | 1 |
| Graph - Top E-Commerce Retailers in Retail Tissue and Hygiene 2024-2025 USD million (excl sales tax) | 19 | 1 |
| Graph - Brand or Shopping-Related Activities: TikTok/Douyin 2025 % share of connected consumers | 19 | 1 |
| Graph - COMPETITIVE OVERVIEW | 20 | 1 |
| Graph - Strategic actions by brands | 21 | 1 |
| STRATEGIC ACTIONS BY BRANDS | 22 | 1 |
| Kimberly-Clark's Kenvue deal reflects a broader shift beyond tissue and hygiene | 22 | 1 |
| Graph - Graph/Chart Analysis | 22 | 1 |
| Essity is concentrating resources behind higher-value hygiene needs | 23 | 1 |
| Graph - Essity AB: Top Markets and Categories 2020-2025 | 23 | 1 |
| Graph - Top Categories (17) Actuals and Growth, Retail Value, GBO, USD mn, fixed ex rates | 23 | 1 |
| STRATEGIC ACTIONS BY BRANDS | 24 | 1 |
| Leading players are tailoring growth strategies to local realities | 24 | 1 |
| Table/Chart: Tabular Data Analysis | 24 | 1 |
| STRATEGIC ACTIONS BY BRANDS | 25 | 1 |
| Challenger brands are turning wellness credentials into premium value | 25 | 1 |
| Graph - Graph/Chart Analysis | 25 | 1 |
| Graph - A Moment of Zen for Your Intimate Skin | 25 | 1 |
| Table/Chart: Tabular Data Analysis | 25 | 1 |
| STRATEGIC ACTIONS BY BRANDS | 26 | 1 |
| Graph - World: Quarterly Price Y-o-Y % Growth Q1 2023-Q4 2026 | 26 | 1 |
| STRATEGIC ACTIONS BY BRANDS | 27 | 1 |
| Graph - Graph/Chart Analysis | 28 | 1 |
| CONCLUSION | 29 | 1 |
| Opportunities for growth | 29 | 1 |
| How far can personal care adjacencies extend? | 30 | 1 |
| Can localisation scale without fragmenting brands? | 30 | 1 |
| Where is the ceiling for science-backed premiumisation? | 30 | 1 |
| About the author | 31 | 1 |
| About the author: | 31 | 1 |
| Expertise areas: | 31 | 1 |
| Recent publications: | 31 | 1 |
| Euromonitor's research spans 210 countries and 99.9% of the world's consumers | 32 | 1 |
| Analysts in 100 countries | 32 | 1 |
| Graph - Strategic knowledge, tactical data and thought-provoking insights, all in one place | 32 | 1 |
| Tailor these insights to your business | 33 | 1 |
