With the economic recovery in 2018 following the recession of 2016 and slow economic growth in 2017, retail tissue witnessed good growth in volume terms in 2018. Retail tissue has bright prospects over the forecast period as the category is far from mature, with usage still low in per capita terms in Nigeria.
Toilet paper remained the largest category in retail tissue in 2018 and thus drove overall actual growth. Toilet paper is relatively cheap and is therefore more widely used than other retail tissue products (although its sales in per capita terms are also quite low).
Rising rates of urbanisation, with the urban population forecast to overtake the rural population by 2022, will be key to growth as consumption of retail tissue is largely limited to urban areas. With less time to spare washing reusable cloth alternatives (such as handkerchiefs) and with the greater convenience offered by disposable tissue products, urban consumers are keen to adopt such products.
Domestic manufacturer Bel Impex maintained its strong lead in retail tissue in 2018 with its wide product range. The company enjoys strong local awareness and an extensive distribution network and maintains affordable prices.
Hayat Kimya Nigeria grew its share strongly after launching two brands, Papia and Familia, in 2017. With its products being based on 100% pulp, they stand out as quality brands which are locally produced, positioning the company well for growth over the forecast period, which would see a return of consumers to higher-quality, albeit affordable, products.
While the ban on toilet paper imports was the reason for the near oligopoly of local players in the category until Hayat Kimya entered through local production, niche categories of kitchen towels and facial tissue were traditionally characterised by multinationals. This has, however, changed as local players introduced affordable brands in these categories which appeal to middle-income consumers.
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This industry report originates from Passport, our Tissue and Hygiene market research database.