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Learn moreDec 2018
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This regional briefing explores the dynamics shaping the retail tissue markets in the Middle East and Africa (MEA). It discusses the most salient drivers of growth, which include growing populations, rising hygiene awareness and continued urbanisation. This briefing also identifies key players, highlighting the increasing importance of local production to the industry. Forecast predictions are included and indicate the increasing importance of economy tissue products across the region.
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Economic and social developments have helped to raise hygiene awareness levels in many countries across the Middle East and Africa, and this proved to be a key growth driver of retail tissue over 2012-2017. Additionally, continued urbanisation in the region has led to more people having access to disposable retail tissue products through modern grocery retailers.
The macroeconomic environments of the individual countries across the Middle East and Africa have a major influence on the region’s retail tissue market. With several countries seeing economic hardship in 2016 and 2017, including Egypt and Nigeria, the region’s overall retail tissue market recorded relatively slow growth in these years.
While large international tissue companies, such as Kimberly-Clark Corp and Essity, still have a strong grip on the region’s retail tissue market, they saw their market shares decline over 2012-2017. Conversely, some local and regional companies, such as Hayat Holding AS and Boulos Group of Cos, strengthened their positions.
Many countries in the Middle East and Africa have very low per capita consumption levels of retail tissue products. This can partly be attributed to local traditions of using water rather than using toilet paper.
As a result of the low per capita consumption levels across the region, the Middle East and Africa has vast unmet market potential. This indicates that there is significant room for growth, and offers compelling opportunities for companies operating in the region’s retail tissue market.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.