In 2020, COVID-19 will have a reasonably strong positive impact on volume sales of retail tissue in Egypt. Consumers were keen to stock these products, particularly toilet paper and boxed facial tissues, to practice good hygiene and thus engaged in some panic buying at the start of the lockdown.
Boxed facial tissues will continue to see the strongest current value growth within retail tissue in 2020, as well as maintaining a strong volume increase. Over the review period, boxed facial tissues benefitted from the fact that these products are available in some retail channels that other tissue products are not.
Al Bardi Paper Mill Co Egypt will continue to lead retail tissue in value terms in 2020, thanks to the performance of its Fine brand. The brand leads paper towels, facial tissues and toilet paper, and also has presence in paper tableware.
Over the forecast period, the increasing population, urbanisation, and greater distribution reach will continue to lead to the rising demand for tissue products across most categories. Furthermore, COVID-19 will contribute to greater interest in hygiene and create a habitual, long-term positive change in the consumers’ spending on tissue products.
Since this category is set for a strong positive forecast for this category, it is expected that there will be intense competition amongst players in this category. Both local and international players are looking to localise and expand their production to meet the rising demand and be more competitive in terms through lowering costs and increasing profit margins.
Over the review period, the threat of illegal products continued to loom, enjoying popularity amongst consumers who could not afford legal products or easily access them through the distribution system. Seizures of unknown brands and counterfeit brand copies were reported in recent years with the authorities continuing to crack down on illegal factories producing tissue products.
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Understand the latest market trends and future growth opportunities for the Retail Tissue industry in Egypt with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Retail Tissue research and analysis database.
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