Market context

The consumer tissue market is undergoing significant transformation. Economic pressures are prompting many households to seek greater value, shifting preferences from premium to more cost-effective products. At the same time, new competitors are reshaping the competitive environment, driving the need for strategic differentiation. Sustainability has become a defining expectation, with customers and retailers demanding not only certified, environmentally responsible products but also resilient supply chains that can withstand global disruptions.

Market leadership

Essity is uniquely positioned to lead in this environment. By leveraging our scale, expertise, and recognised leadership in sustainability, we deliver high-quality, innovative tissue solutions that not only address the needs of households and retail partners but also contribute to reduced environmental footprint. We ensure relevance in diverse markets through a business model, offering both brand and retail brand tissue products. With focus on speed, innovation and customer centricity, Essity is not only responding to today’s challenges but actively shaping the future of consumer tissue. 

Our commitment to decarbonization extends across the entire value chain—from sourcing renewable energy to rethinking raw materials and pioneering product designs that use resources more efficiently. By investing in cleaner technologies, reducing emissions, and embracing circular solutions, we aim not only to minimize our environmental footprint but also to set new industry standards for responsible manufacturing. This holistic approach ensures that every step, from production to consumption, contributes to a healthier planet and a more sustainable future for generations to come.

Our portfolio

Essity’s portfolio in Consumer Tissue portfolio helps people feel confident and ready for what’s next, through everyday hygiene they can rely on, meeting the hygiene and comfort needs of households worldwide with superior quality and sustainable innovation. 

Our range includes high-quality toilet tissue, hankies and facial tissues, napkins, and kitchen towels for personal and family care. Brands such as Zewa, Lotus, Cushelle, Regio, and Familia reflect our commitment to better reliable hygiene, delivering a comfortable, complete clean while reducing our environmental footprint.

We continuously innovate to make hygiene smarter and more sustainable. Highlights include our coreless assortment, eliminating inner cores to reduce waste; Just1 toilet paper, designed for optimal sheet efficiency and comfort; and our moist tissue assortment, offering an extra touch of freshness and care for everyday hygiene routines.

Value proposition

Essity’s Consumer Tissue business delivers strategic value through scale, expertise, and ability to offer both strong brands and private label brands that respond to specific shopper, customer and consumer requirements. This flexibility allows Essity to act as a category captain for retailers and provide tailored solutions that address the unique needs of each customer. Our deep understanding of customers and consumers enables us to anticipate market trends and respond proactively, ensuring that partners benefit from both reliability and innovation. We create measurable impact by focusing on high product quality, continuous innovation, and operational excellence. Our leadership in sustainability further reinforces our position as a trusted partner, offering confidence and stability even in unpredictable times.