Our market

The UK soft tissue market is worth £1.6bn with private label products comprising circa 50%. Accrol is the leading supplier to the private label market, which is growing at over 8% year on year.

Brand killers


The rapid growth of private label products is being driven by suppliers, like Accrol, producing the best quality for price point paid.

Toilet tissue private label vs branded

Kitchen towel private label vs branded


Accrol is the largest independent supplier of private label toilet roll and kitchen towel in the UK, supplying three of the top four retailers and all the major discounters.

With the largest range of customers in the UK, Accrol is in a unique position to benefit from this ongoing change in consumer buying habits. This broad customer base also gives insight across all consumer purchasing channels, allowing the Group to monitor buying patterns and react quickly to changing consumer trends.


Understanding the consumer is key. A good example of Accrol’s ability to react to market demand is the launch of the new “Oceans” plastic free range. Accrol is the first tissue converter to offer a completely plastic free tissue product. The Group has teamed up with the Marine Conservation Society to offer proven products, in plastic free packaging, giving the consumer choice. The product is priced at a level between private label and branded products, ensuring that the consumer is still able to save money whilst making a more environmentally friendly choice.

Much achieved but more to do.
Brand killers.