Look Towards A New Future

May 2, 2012

Tissue and Hygiene in Australia

Discover the latest market trends and uncover sources of future market growth for the Tissue and Hygiene industry in Australia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Tissue and Hygiene industry in Australia, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Australia for free:
  • Away-from-home tissue and hygiene
  • Cotton wool, buds, and pads
  • Incontinence
  • Kitchen towels
  • Nappies, diapers, and pants
  • Paper tableware
  • Sanitary protection
  • Tissues
  • Toilet paper
  • Wipes
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Published: April 2012
Price: US $ 8500

Tissue and hygiene experiences marginal growth in 2011

As Australia’s economy enters its fourth year of slow growth consumers are increasingly cutting back on spending, triggering perhaps the most influential event in the Australian tissue and hygiene market in 2011: a price war between the two major retailers, supermarkets Coles and Woolworths. Although this led to significant unit price drops across a range of products, toilet paper was the primary battleground. This led not only to plummeting unit prices, but also to a change in the long established hierarchy of toilet paper brands, as Quilton overtook Kleenex.

Ageing population boosts demand for incontinence products

Similar to many developed markets, Australia is experiencing an ageing of its population as the baby boomer generation reaches old age. This is having a significant impact on a wide variety of products. It is putting downwards pressure on sanitary protection, for example, as female members of the baby boomer generation reach menopause. However, the greatest impact is on incontinence products, which experienced double-digit growth. This performance was further stimulated in 2011 by a change in government programmes, which have driven an increasing number of incontinence sufferers to make purchases in the retail channel.

As easy as ABC

With the exception of private label products, the fastest growing company in tissue and hygiene in Australia is ABC Tissue, particularly its Quilton brand. While the two major players – Kimberly-Clark and SCA Hygiene – source and manufacture most of their products within Australia, ABC Tissue imports tissues in bulk parent rolls and simply converts the products in Australia. This allows it to undercut the other two major manufacturers in terms of price while not sacrificing quality – a business model that has helped the company make significant gains in 2011.

Supermarkets the channel of choice

Supermarkets represent the dominant channel for tissue and hygiene products in Australia, but despite price wars between Coles and Woolworths, this dominance weakened in 2011. The primary reason for this is the growing popularity of discounter Aldi. This player has gained a loyal following across a variety of categories, with its nappies/diapers/pants brand Mamia proving particularly popular.    

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