Africa

MEA posted a moderate CAGR despite being one of the smaller markets globally. Despite low consumer awareness and social taboos surrounding incontinence, the region is showing promise. Ageing populations boost demand for adult incontinence products.…

The coronavirus (COVID-19) pandemic has triggered the most severe global recession since World War II. In Q4 2020, the end of the pandemic started as countries began administering effective vaccines among the population; however, vaccine distribution…

Slower growth, surging inflation, rising geopolitical risks and an accelerating deglobalisation trend are factors shaping the global economic, financial and trade landscape in 2022 and beyond. Despite the challenges, there are opportunities for…

This report examines inflation levels and drivers globally and in key countries. Global inflation is reaching a peak, although geopolitical risks and uncertainty in the energy market remain key risks. The impact varies between countries, with…

Now in its seventh edition, this report explores the top digital shopper trends that will redefine commerce the most in the year ahead. Some of the trends included in this edition touch on topics such as second-hand shopping, community group buying,…

This report examines inflation levels and drivers globally and in key countries. In 2023, global inflation is expected to ease from its peak in 2022, but remaining significantly above-trend. Geopolitical risks and uncertainty in the energy market are…

Retail current value sales of adult incontinence remain negligible in Cameroon. While the number of elderly consumers in Cameroon is growing, this consumer group remains small at well under one million people in 2022. As a result, demand for retail…

This report examines inflation levels and drivers globally and in key countries in Q4 2023 and 2024. Global inflation is moderating, although divergence remains among the key economies. Higher volatility in the energy markets and disruption of…

Technological advances in 2024 will continue to reshape consumer behaviour. This annual report explores the top five digital shopper trends that will redefine commerce the most in the year ahead. Some of the trends included in this report’s edition…

In 2023, Ghana's tissue and hygiene industry continues to be characterised by affordability, prompting a shift towards more economical brands given the ongoing economic disarray. Intense competition compels companies to innovate, employing diverse…

Healthcare facilities, including hospitals, saw an uptick in their usage of away-from-home hygiene products and toilet paper in 2023. With hospitals returning to regular schedules and patients feeling more confident about seeking medical care, the…

Retail sales of menstrual care products in Egypt recorded extraordinary growth in 2023. This value increase was largely driven by price increases, however, with volume growth being more muted. Inflationary pressures continued to be felt in the…

Despite the notable impact of high pricing on the overall demand for nappies/diapers/pants in Egypt, positive sales volume persisted during 2023. The sales volume of nappies/diapers/pants witnessed a modest decline, primarily driven by a sharp…

Retail sales of adult incontinence products in Egypt recorded double-digit growth in 2023. This value increase was largely driven by price increases, however, as inflationary pressures continued to be felt in the country throughout the year. During…

Despite price pressures stemming from high inflation and currency devaluation, the sales volume of facial tissues experienced positive growth in 2023. Boxed facial tissues particularly saw an increase in sales volume, accompanied by a double-digit…

Despite facing complex economic challenges, tissue and hygiene in Egypt demonstrated resilience during 2023, maintaining growth and expansion. Consumers exhibited heightened price sensitivity, with the cost playing a significant role in their…

Personal wipes in Egypt experienced a decline in sales volume in 2023, largely attributed to a significant increase in prices. Despite the enduring health and wellness trend, personal wipes were deemed non-essential by consumers facing economic…

Away-from-home tissue and hygiene sales in Algeria recorded healthy growth in 2023, driven mainly by the foodservice industry, which is flourishing in the country. Indeed, following two hard years during the pandemic, followed high inflation in 2022,…

The away-from-home tissue and hygiene category in Kenya is a promising area with much potential for growth. Current volume and value growth is driven by the urbanisation trend with more businesses and services operating in urban centres. Following…

In 2023, Morocco's away-from-home tissue and hygiene landscape saw positive results. The propensity to dine out, coupled with a boom in the tourist industry, positively impacted sales and growth. As life returned to normal following the outbreak of…

In 2023, volume sales of menstrual care in Algeria recorded higher growth than the previous year as players in the market aimed to maintain reasonable prices despite inflation, which boosted demand. Healthy volume growth was also supported by…

Rising consumer awareness of menstrual health, together with the wider variety of sanitary products available in Kenya, is driving sales of menstrual care in 2023. Manufacturers commonly leverage mass media (including television, outdoor) and online…

In 2023, menstrual care in Morocco continued to show double-digit retail value growth, with positive retail volume sales. Ongoing growth was driven by changes in perception and growing awareness of menstrual care, alongside the expanding coverage of…

In 2023, nappies/diapers/pants in Algeria registered positive volume growth, supported by strong consumer awareness and convenience. However, in constant value terms, growth was muted by a slowing birth rate, which has also started to dampen volume…

Rising inflation has forced consumers to switch to cheaper nappies/diaper/pants products in Kenya. On account of this, manufacturers have ramped up efforts to launch more affordable products, with a key focus on targeting young suburban mothers who…

In 2023, nappies/diapers/pants in Morocco recorded positive retail value growth, driven by price rises as retail volume growth remained low level, under 1%. During the review period, births in Morocco continued to fall, with the birth rate dropping…

Retail adult incontinence in Algeria registered higher volume growth in 2023 in comparison with the review period thanks to an ageing population, with the number of those aged over 65 increasing due to soaring inflation rates. However, in value…

Retail adult incontinence remains a very new concept in Kenya and thus it is still a relatively small category in tissue and hygiene. Whilst awareness is still low, there is a growing regard for the transformative impact of using adult incontinence…

In 2023, demand for retail adult incontinence continued to rise in Morocco, leading to double-digit retail value and volume growth. This strong performance was driven by rising awareness of the products, partnered with ongoing ageing in Morocco,…

Toilet paper remained the largest product area in terms of volume and value sales in retail tissue in Algeria in 2023, although paper towels and napkins are reaching a more significant size due to increased local production. In volume terms, overall…

In 2023, retail tissue in Kenya witnessed a significant slowdown in volume growth as rising prices of toilet paper weakened consumption. High inflation and pressures on household budgets created a challenging environment for the toilet paper…

In 2023, retail tissue categories recorded dynamic growth in Morocco, leading to double-digit retail value growth. A key driver of growth was the expanding consumer base. With per capita consumption of retail tissue in Morocco estimated at around…

Despite the fallout from the ongoing economic downturn and the Russia-Ukraine conflict, which led to high inflation, tissue and hygiene in Algeria performed well in 2023, recording healthy volume and current value growth in the year. This was…

In Kenya, there is a growing demand for tissue and hygiene products as consumers become more hygiene-conscious and the middle classes expand. Volume sales have shown resilience in the face of global events like COVID-19 and the Ukraine-Russia war,…

In 2023, tissue and hygiene in Morocco recorded double-digit retail value growth, driven by rising prices. The price of raw materials and consumer goods, in particular energy products, reached historic highs in 2022 and 2023. As a result of high…

Tissue and hygiene in Uganda is thriving in 2023 due to increased consumer awareness. Post pandemic, sales are surging with the resumption of businesses and a growing economy. Modernisation and urbanisation are impacting products like retail tissue,…

In 2023, demand for wipes in Algeria remained healthy, especially as prices were kept at a reasonable level despite soaring inflation in the country due to the ongoing economic downturn. The category also benefited from not yet being mature and fully…

Wipes are extremely underdeveloped in Kenya, with close to all sales generated by baby wipes. There are no visible sales of household products; in addition, the consumer base is limited to urban middle- and upper-income consumer bases with higher…

In 2023, the wipes landscape saw increased penetration in Moroccan, leading to double-digit retail value growth, with consumers appreciating the convenience and hygiene offered by these products. While some wipes categories, such as general-purpose…

In 2023, tissue and hygiene in Tanzania is experiencing robust growth driven by an expanding urban population, rising numbers of mid-to-high income earners, and increased demand from foreigners. Notably, local companies like DRAFCO Group T Ltd and NN…

AFH hygiene in Cameroon in 2023 remains non-existent, whilst AFH tissue is impacted by a lack of manufacturing infrastructure and restricted distribution channels for products. This situation continues to create a challenging environment for the…

Standard towels with wings continue to hold a dominant position in the menstrual care market in Cameroon in 2023, with a strong presence in both modern and traditional retailers. In addition to widespread availability, the category also benefits from…

Whilst price increases for the main diapers/nappies brands in Cameroon, Softcare, Moby Bébé, Baby Sita and Joylinks, slowed in 2023, ongoing inflation and declining disposable incomes have driven a shift to single nappies, which are available in…

Prices of retail tissue products in Cameroon can vary significantly, depending on the outlet and location. For instance, the price difference for paper towel in local markets and supermarkets can be as much as 22%. Price is a key issue impacting all…

Despite a significant increase in awareness of personal health and hygiene, spurred notably by the pandemic, the tissue and hygiene market in Cameroon in 2023 has not experienced significant volume growth. In the retail tissue market, a recent report…

Personal wipes in Cameroon continues to be dominated by baby wipes in 2023 as the shift to disposable baby diapers has spurred demand for baby wipes. The increased presence of several economically priced brands, including Softcare, Familia, Cutties,…

Within away-from-home tissue and hygiene in Tunisia, away-from-home tissue is by far the largest product in terms of value sales and in 2023, it registered double-digit percentage current value growth, though constant value growth was more moderate,…

Menstrual care in Tunisia registered both moderate constant value and volume growth in 2023, despite continuing inflation and a challenging economy. Continuing population growth supported increased volume sales, as did frequent discounting from the…

Nappies/diapers/pants in Tunisia registered modest constant value growth and only muted volumed growth in 2023, despite continuing population growth. High inflation dampened volume sales and many consumers opted for reusable home-made cloth nappies…

Retail adult incontinence in Tunisia registered significant volume growth in 2023. This was due to several factors. Foor instance, increased awareness of the availability of such products support volume growth. In addition, Tunisia’s population is…