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Tissue and Hygiene in Israel

Publisher Euromonitor International
Published Apr 17, 2026
Length 140 Pages
SKU # EP21132429

Description

Tissue and hygiene in Israel demonstrated robust resilience in 2025, advancing in value by 6% to ILS4.5 billion, reflecting continued demand for essentials even as inflation moderated and GDP growth stabilised at 2%. Performance aligned with broader regional patterns of essential goods’ stability but was distinguished by a particularly pronounced consumer focus on affordability, with price sensitivity driving routine preference for promotions, larger pack sizes, and cost-efficient options. The e...

Euromonitor International's Tissue and Hygiene in Israel report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2021-2025, 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 2030 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

140 Pages
Tissue and Hygiene in Israel
Euromonitor International
April 2026
List Of Contents And Tables
TISSUE AND HYGIENE IN ISRAEL
Executive Summary
Price Sensitivity Drives Private Label Nappies/Diapers and Trade-Down Behaviour
Key Data Insights
Key Industry Trends
CHART 1 Key Industry Trends for Tissue and Hygiene
Industry Performance
CHART 2 Private Label Nappies/Diapers Remain Widely Available and Promotion-Led
Shrinkflation by Huggies Intensifies Consumer Focus on Value per Unit
CHART 3 Huggies Reduces Pack Size of Wipes as Part of Shrinkflation Strategy
Modibodi Expands Reusable Underwear, Promoting Sustainable Period Care
CHART 4 Modibodi Expands Reusuable Menstrual Underwear Range
CHART 5 Value Sales 2020-2030
CHART 6 Value Sales by Category 2025
What's Next?
Discounters and E-Commerce Influence Value-Driven Purchasing Decisions
Nappies/Diapers/Pants to Sustain Value Lead within Hygiene
CHART 7 Analyst Insight for Tissue and Hygiene
Private Label and Cost Efficiency Shape Future Business Models
CHART 8 Forecast Value Sales 2020-2030
CHART 9 Forecast Value Sales by Category 2025-2030
Competitive Landscape
Kimberly-Clark Defends Lead as Smaller Players Gain Ground
CHART 10 Company Shares 2025
CHART 11 Brand Shares 2025
Channels
Discounters Attract Routine Shoppers with Value on Essentials
Retail E-Commerce Expands for Bulk and Repeat Purchases
CHART 12 Retail Channels 2020-2025
Economic Context
CHART 13 Economic Context for Tissue and Hygiene
CHART 14 Real GDP Growth 2020-2030
CHART 15 Inflation 2020-2030
Consumer Context
CHART 16 Consumer Context for Tissue and Hygiene
CHART 17 Population 2020-2030
CHART 18 Consumer Expenditure 2020-2030
CHART 19 Population by Generation 2025
Country Reports Disclaimer
MENSTRUAL CARE IN ISRAEL
Key Data Insights
2025 Developments
Life Boosts Private Label Appeal as Price Drives Brand Choice
Key Industry Trends
CHART 20 Key Industry Trends for Menstrual Care
Industry Performance
CHART 21 Private Label Life Refreshes Tampon Packaging to Strengthen Value Positioning
Tulipon Sets New Direction as Smart Hygiene Meets Menstrual Health
CHART 22 Israeli Femtech Tulipon Opens Research Sales of Smart Menstrual Biomarker Device
Modibodi Captures Momentum as Reusable Options Gain Visibility
CHART 23 Value Sales 2020-2030
CHART 24 Volume Sales 2020-2030
CHART 25 Value Sales by Category 2025
What's Next?
Leading Players to Prioritise Pricing and Incremental Updates over Breakthrough Innovation
Pantyliners Will Sustain Volume Leadership as Towels and Tampons Lag behind
CHART 26 Analyst Insight for Menstrual Care
Health-Oriented Technologies and Research Tools Shift Focus to Wellness and Education
CHART 27 Forecast Value Sales 2020-2030
CHART 28 Forecast Value Sales by Category 2025-2030
Competitive Landscape
Procter & Gamble Israel Mod Ltd Defends Lead as Rivals Struggle to Gain Ground
CHART 29 Company Shares 2025
CHART 30 Brand Shares 2025
Channels
Health and Beauty Specialists Reinforce Leadership as Discounters Gain Momentum
Retail E-Commerce Grows through Convenience and Assortment but Remains Secondary
CHART 31 Retail Channels 2020-2025
Economic Context
CHART 32 Economic Context for Menstrual Care
CHART 33 Real GDP Growth 2020-2030
CHART 34 Inflation 2020-2030
Consumer Context
CHART 35 Consumer Context for Menstrual Care
CHART 36 Population 2020-2030
CHART 37 Consumer Expenditure 2020-2030
CHART 38 Population by Generation 2025
Country Reports Disclaimer
NAPPIES/DIAPERS/PANTS IN ISRAEL
Key Data Insights
2025 Developments
Shufersal Baby Promotions Reinforce Price-Driven Buying
Key Industry Trends
CHART 39 Key Industry Trends for Nappies/Diapers/Pants
Industry Performance
CHART 40 Private Label Options Remain Widely Available and Promotion-Led
Huggies Overnights Drives Occasion-Led Growth as Nappies/Diapers Dominate
CHART 41 Huggies Overnights Targets Night-Time Convenience with Extended Protection
Kimberly-Clark’S Shrinkflation Move Intensifies Value Scrutiny
CHART 42 Value Sales 2020-2030
CHART 43 Volume Sales 2020-2030
CHART 44 Value Sales by Category 2025
What's Next?
Multinational Brands and Private Label to Drive Margin Competition
CHART 45 Analyst Insight for Nappies/Diapers/Pants
Sustainability Demands and Regulatory Scrutiny Raise Industry Costs
CHART 46 Forecast Value Sales 2020-2030
CHART 47 Forecast Value Sales by Category 2025-2030
Competitive Landscape
Shufersal and Super-Pharm Accelerate Share Gains as Branded Leaders Hold Firm
CHART 48 Company Shares 2025
CHART 49 Brand Shares 2025
Channels
Discounters Leverage Price Promotions to Sustain Distribution Leadership
Grocery Retailers’ Online Platforms Drive Repeat Bulk Purchases
CHART 50 Retail Channels 2020-2025
Economic Context
CHART 51 Economic Context for Nappies/Diapers/Pants
CHART 52 Real GDP Growth 2020-2030
CHART 53 Inflation 2020-2030
Consumer Context
CHART 54 Consumer Context for Nappies/Diapers/Pants
CHART 55 Population 2020-2030
CHART 56 Consumer Expenditure 2020-2030
CHART 57 Population by Generation 2025
Country Reports Disclaimer
RETAIL ADULT INCONTINENCE IN ISRAEL
Key Data Insights
2025 Developments
Depend Drives Digital Engagement to Reduce Stigma and Support Discovery
Key Industry Trends
CHART 58 Key Industry Trends for Retail Adult Incontinence
Industry Performance
CHART 59 Depend Israel Leverages Tiktok to Support Digital Discovery in Adult Incontinence
Players Leverage Digital and Emotional Engagement to Normalise Use
CHART 60 Online Community and Educational Sessions Aim to Support Users’ Wellbeing
Depend Updates Packaging to Improve Confidence at Pos
CHART 61 Depend's Updated Packaging Aims to Simplify Messaging
CHART 62 Value Sales 2020-2030
CHART 63 Volume Sales 2020-2030
CHART 64 Value Sales by Category 2025
What's Next?
Manufacturers to Prioritise Reassurance and Packaging to Sustain Volume Growth
Light Incontinence Solutions to Attract Ageing Consumers and Drive Fastest Growth
CHART 65 Analyst Insight for Retail Adult Incontinence
Value-Conscious Shoppers Will Support Established Brands Amid Limited Innovation
CHART 66 Forecast Value Sales 2020-2030
CHART 67 Forecast Value Sales by Category 2025-2030
Competitive Landscape
Kimberly-Clark Israel Strengthens Trust with Reassurance-Led Initiatives
CHART 68 Company Shares 2025
CHART 69 Brand Shares 2025
Channels
Health and Beauty Specialists Secure Trust through Advice-Led Purchasing
Retail E-Commerce Accelerates Growth by Driving Repeat Purchases and Meeting Privacy Needs
CHART 70 Retail Channels 2020-2025
Economic Context
CHART 71 Economic Context for Retail Adult Incontinence
CHART 72 Real GDP Growth 2020-2030
CHART 73 Inflation 2020-2030
Consumer Context
CHART 74 Consumer Context for Retail Adult Incontinence
CHART 75 Population 2020-2030
CHART 76 Consumer Expenditure 2020-2030
CHART 77 Population by Generation 2025
Country Reports Disclaimer
RX/REIMBURSEMENT ADULT INCONTINENCE IN ISRAEL
Key Data Insights
2025 Developments
Tender-Driven Procurement Limits New Launches and Innovation
Key Industry Trends
CHART 78 Key Industry Trends for Rx/Reimbursement Adult Incontinence
Industry Performance
Distributors Prioritise Continuity and Supply over New Formats
CHART 79 Value Sales 2020-2030
CHART 80 Volume Sales 2020-2030
What's Next?
Reimbursement Criteria to Keep Demand Stable as Population Ages
Manufacturers to Focus on Efficiency Rather Than Innovation
CHART 81 Forecast Value Sales 2020-2030
Competitive Landscape
Contracted Suppliers Maintain Stable Supply as Competitive Shifts Stall
Channels
Pharmacies and Medical Supply Outlets Sustain Product Access
Economic Context
CHART 82 Economic Context for Rx/Reimbursement Adult Incontinence
CHART 83 Real GDP Growth 2020-2030
CHART 84 Inflation 2020-2030
Consumer Context
CHART 85 Consumer Context for Rx/Reimbursement Adult Incontinence
CHART 86 Population 2020-2030
CHART 87 Consumer Expenditure 2020-2030
CHART 88 Population by Generation 2025
Country Reports Disclaimer
WIPES IN ISRAEL
Key Data Insights
2025 Developments
Balloons Leverages Skin Wellness Claims to Strengthen Daily Use
Key Industry Trends
CHART 89 Key Industry Trends for Wipes
Industry Performance
CHART 90 Balloons Expands Wipes with Skin-Sensitive Range
Huggies Navigates Rising Costs with Strategic Pack-Size Changes
CHART 91 Huggies Reduces Pack Size from 64 to 56 Units in Israel
Albaad’S Plant-Based Innovations Drive Sustainability Focus and Justify Price Premiums
CHART 92 Value Sales 2020-2030
CHART 93 Value Sales by Category 2025
What's Next?
Established Brands to Strengthen Value Focus as Pricing Gains Importance
Personal Wipes Set to Sustain Lead as Home Care Options Lag behind
CHART 94 Analyst Insight for Wipes
Gradual Material Shifts and Cost Efficiencies Reshape Product Design
CHART 95 Forecast Value Sales 2020-2030
CHART 96 Forecast Value Sales by Category 2025-2030
Competitive Landscape
Kimberly-Clark Israel Ltd Adapts to Price Sensitivity as New Challengers Gain Ground
CHART 97 Company Shares 2025
CHART 98 Brand Shares 2025
Channels
Health and Beauty Specialists and Discounters Capture Loyalty as Shoppers Seek Reassurance and Value
Retail E-Commerce Regains Relevance through Bulk Buying and Family Convenience
CHART 99 Retail Channels 2020-2025
Economic Context
CHART 100 Economic Context for Wipes
CHART 101 Real GDP Growth 2020-2030
CHART 102 Inflation 2020-2030
Consumer Context
CHART 103 Consumer Context for Wipes
CHART 104 Population 2020-2030
CHART 105 Consumer Expenditure 2020-2030
CHART 106 Population by Generation 2025
Country Reports Disclaimer
RETAIL TISSUE IN ISRAEL
Key Data Insights
2025 Developments
Lily Elevates Value with Premium Launches as Price Sensitivity Persists
Key Industry Trends
CHART 107 Key Industry Trends for Retail Tissue
Industry Performance
CHART 108 Lily Launches Limited-Edition Premium Toilet Paper to Elevate Value
Kleenex Builds Loyalty with Packaging Upgrades Amid Competition
CHART 109 Kleenex Refreshes Packaging to Reinforce Quality and Brand Trust
Toilet Paper Maintains Dominance as Paper Towels Lead Growth
CHART 110 Value Sales 2020-2030
CHART 111 Volume Sales 2020-2030
CHART 112 Value Sales by Category 2025
What's Next?
Branded Players to Boost Promotions as Private Label Gains Ground
Toilet Paper to Remain Dominant as Paper Towels Accelerate Gains
CHART 113 Analyst Insight for Retail Tissue
Sustainability Messaging and Pack Upgrades Will Sharpen Brand Competition
CHART 114 Forecast Value Sales 2020-2030
CHART 115 Forecast Value Sales by Category 2025-2030
Competitive Landscape
Kimberly-Clark Israel Ltd Sustains Lead as Rivals Hold Steady
CHART 116 Company Shares 2025
CHART 117 Brand Shares 2025
Channels
Discounters Extend Leadership as Affordability Shapes Purchasing Patterns
Retail E-Commerce Gains Traction with Bulk Buying and Convenience
CHART 118 Retail Channels 2020-2025
Economic Context
CHART 119 Economic Context for Retail Tissue
CHART 120 Real GDP Growth 2020-2030
CHART 121 Inflation 2020-2030
Consumer Context
CHART 122 Consumer Context for Retail Tissue
CHART 123 Population 2020-2030
CHART 124 Consumer Expenditure 2020-2030
CHART 125 Population by Generation 2025
Country Reports Disclaimer
AWAY-FROM-HOME TISSUE AND HYGIENE IN ISRAEL
Key Data Insights
2025 Developments
Sano Professional Drives Demand for Cost-Effective Large Formats
Key Industry Trends
CHART 126 Key Industry Trends for Away-From-Home Tissue and Hygiene
Industry Performance
CHART 127 Sano Professional Expands AFH Toilet Paper Offering with Large Format
Kimberly-Clark Professional Strengthens Zero-Waste Manufacturing Credentials
CHART 128 Kimberly-Clark Professional Highlights Zero-Waste Manufacturing
Away-From-Home Tissue Drives Value Sales, but Hygiene Outperforms
CHART 129 Value Sales 2020-2030
CHART 130 Value Sales by Category 2025
What's Next?
Procurement Teams Prioritise Cost Efficiency as Volume Rises Steadily
Institutional Buyers Favour Tissue for Reliability While Hygiene Products Accelerate
Public Tenders Drive Sustainability Compliance without Premium Product Innovation
CHART 131 Forecast Value Sales 2020-2030
CHART 132 Forecast Value Sales by Category 2025-2030
Channels
Hospitals/Healthcare Sustains Stable Procurement through Centralised Contracts
CHART 133 Retail Channels 2020-2025
Economic Context
CHART 134 Economic Context for Away-From-Home Tissue and Hygiene
CHART 135 Real GDP Growth 2020-2030
CHART 136 Inflation 2020-2030
Consumer Context
CHART 137 Consumer Context for Away-From-Home Tissue and Hygiene
CHART 138 Population 2020-2030
CHART 139 Consumer Expenditure 2020-2030
CHART 140 Population by Generation 2025
Country Reports Disclaimer

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