Tissue and hygiene registered a slight increase in constant value sales in Pakistan in 2023. Inflation continued to be very high and was being driven by several factors, including international commodity prices, global supply disruptions, flood damage to crops, steep currency depreciation and political uncertainty in the country.
Retail tissue performer very strongly in terms of volume growth in 2023, with volume sales for toilet paper increasing by a fifth. While traditionally toilet paper has not been widely used in Pakistan, with water used instead, especially in rural areas, this is changing.
Local company, Packages Ltd, continued to lead the competitive landscape, accounting for over a quarter of value share. Its success is due to its dominance in retail tissue, where it was the first to establish a foothold and has a wide distribution network and strong brand positioning.
Small local grocers continued to dominate, though supermarkets and hypermarkets have gained value share over the review period. Hypermarkets and supermarkets are slowly becoming the preferred option for many urban consumers in Pakistan, thanks to the convenience trend.
Tissue and hygiene will register healthy constant value and volume growth over the forecast period, with a growing population supporting increased volume sales. Value for money will still be the key driver of value sales and players will offer promotions and discounts to drive volume sales.
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Tissue and Hygiene
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.
See All of Our DefinitionsThis report originates from Passport, our Tissue and Hygiene research and analysis database.
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