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Tissue and hygiene in India experienced significant current value growth in 2024, with increases for both retail and AFH tissue and hygiene, driven by evolving consumer preferences, heightened hygiene awareness post-COVID-19, and the rise of e-commerce platforms.

Euromonitor International's Tissue and Hygiene in India 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.

TABLE OF CONTENTS

List Of Contents And Tables

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 INDIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Towels dominates menstrual care, while period poverty remains a concern
• Leading brand Whisper prioritises social impact, while Stayfree focuses on product improvement
• Health and beauty specialists and hypermarkets remain the primary distribution channels, while retail e-commerce grows

PROSPECTS AND OPPORTUNITIES

• Sustainability and affordability will be priorities in the forecast period
• Channel sales for menstrual care to be driven by hybrid model due to digitalisation
• Product diversification and sustainability expected to be growing trends in the 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 INDIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Product features the focus of attention within nappies/diapers/pants
• MamyPoko positions itself as a premium brand thanks to continuous product advances
• Convenience the leading factor for choice of distribution channel

PROSPECTS AND OPPORTUNITIES

• Disposable nappies/diapers/pants likely to gain further traction
• High growth expected in sales via retail e-commerce, with subscription services an expected trend
• Disposable eco-friendly nappies/diapers/pants likely to gain further traction

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 INDIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Ageing population and improved healthcare create demand for adult incontinence products
• Brands focus on destigmatisation efforts and eco-friendly products
• Offline retail continues to dominate, while retail e-commerce sees growth, mostly in urban areas

PROSPECTS AND OPPORTUNITIES

• Adult pad type products to continue dominating over the forecast period
• Retail e-commerce expected to be a primary driver of growth in the coming years
• A focus on product development within retail adult incontinence in the forecast period

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

WIPES IN INDIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Baby wipes remains the dominant category within wipes
• Himalaya leads wipes as chemical-free ingredients take priority for consumers
• Retail e-commerce shows growth, while traditional channels continue to dominate

PROSPECTS AND OPPORTUNITIES

• Wipes set for further growth as consumers look to prioritise infant hygiene
• Quick commerce set for further growth in baby wipes as consumers prioritise convenience and speed
• Eco-friendly and multifunctional innovations likely to be a growing trend within wipes

CATEGORY DATA

• Table 38 Retail Sales of Wipes by Category: Value 2019-2024
• Table 39 Retail Sales of Wipes by Category: % Value Growth 2019-2024
• Table 40 NBO Company Shares of Retail Wipes: % Value 2020-2024
• Table 41 LBN Brand Shares of Retail Wipes: % Value 2021-2024
• Table 42 Forecast Retail Sales of Wipes by Category: Value 2024-2029
• Table 43 Forecast Retail Sales of Wipes by Category: % Value Growth 2024-2029

AWAY-FROM-HOME TISSUE AND HYGIENE IN INDIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• AFH tissue experiences continued growth as establishments prioritise customer safety
• AFH adult incontinence continues its growth trajectory, as notable brands continue targeting sales to healthcare facilities
• Brands focus on integrating smart technology to facilitate consumer convenience and safety

PROSPECTS AND OPPORTUNITIES

• AFH tissue and hygiene set for further growth as the focus on hygiene in public places and healthcare facilities grows
• Businesses will look towards e-commerce to facilitate bulk purchases in the forecast period
• Sustainability and technology to be further integrated into AFH tissue and hygiene products

CATEGORY DATA

• Table 44 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
• Table 45 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024
• Table 46 Sales of Away-From-Home Paper Towels by Type: % Value 2019-2024
• Table 47 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2019-2024
• Table 48 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2024
• Table 49 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2024-2029
• Table 50 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2024-2029

RETAIL TISSUE IN INDIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Facial tissues sees demand boosted by usage in urban homes
• Origami remains a major player in several retail tissue categories
• Hybrid distribution model dominates retail tissue in India

PROSPECTS AND OPPORTUNITIES

• Retail tissue to experience further growth as the urban population set to grow
• E-commerce set to drive growth for retail tissue
• Product features and their effect on health and the environment to be a priority in the forecast period

CATEGORY DATA

• Table 51 Retail Sales of Tissue by Category: Value 2019-2024
• Table 52 Retail Sales of Tissue by Category: % Value Growth 2019-2024
• Table 53 NBO Company Shares of Retail Tissue: % Value 2020-2024
• Table 54 LBN Brand Shares of Retail Tissue: % Value 2021-2024
• Table 55 Forecast Retail Sales of Tissue by Category: Value 2024-2029
• Table 56 Forecast Retail Sales of Tissue by Category: % Value Growth 2024-2029