Retail tissue continued to grow in Pakistan in 2021 due to the modernisation of lifestyles and improved affordability among the urban middle class of the country. Advertising campaigns by leading manufacturers promoting the use of retail tissue as a regular lifestyle choice also played an important role in increasing consumption.
Packages Ltd continued to lead retail tissue in 2021 due to the success of its legacy boxed facial tissue brand, Rose Petal. Recently, the brand witnessed a revival through fresh advertising and promotional campaigns, resulting in renewed consumer interest.
Bikya Industries Pvt Ltd experienced significant growth over the review period and enjoyed the highest growth in value share terms in retail tissue in 2021. The company’s brand, Tux, was launched in 2015 and has since become one of the fastest growing brands in the industry.
Growth in the forecast period will be a factor of increased hygiene consciousness regarding a further move away from reusable cloths or towels, along with supporting socioeconomic factors such as further urbanisation boosting consumption in the market. Marketing efforts from leading brands and an influx of small, regional brands in a relatively easy-to-enter category will further improve penetration and increase consumption.
Boxed facial tissues are gaining more popularity than pocket handkerchiefs in Pakistan. Their use is gaining prevalence amongst urban upper-middle and upper-income segments, whilst use of the latter is common amongst lower socioeconomic segments.
The retail tissue market in Pakistan remained almost entirely dominated by domestic manufacturers, with only a minimal presence of international brands. This is because local players were the first to establish a foothold in the market and have since developed strong distribution networks and a strong brand positioning in the minds of the consumer.
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Understand the latest market trends and future growth opportunities for the Retail Tissue industry in Pakistan 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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