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Strategy Briefing

Retail Tissue in the Middle East and Africa

59 pages, Mar 2017

US$1,325

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About This Report

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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

With significant unmet potential, the region sees positive growth in retail tissue volume. Habit formation and soft drivers, including improved product availability, help to support the demand. However, economic and political instability in the region led to pricing pressures, which adversely affect industry revenues. Adding to pricing pressures is the expansion of regional, especially Turkish, and domestic brands and private label, which offer quality products are lower price points.

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Overview

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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.

Financial headwinds and competitive pressures impact value growth

Countries in the Middle East and Africa recorded positive growth in retail tissue volume in 2016, supported by improving product diversity and availability, and innovation. Iran has become one of the markets to watch for future industry growth. However, economic difficulties experienced by many markets in the region, financial uncertainties and local currency fluctuations resulted in increased costs, pricing pressures in retail and subsequently reduced revenues for the industry.

Regional and domestic brands make significant inroads across markets

As consumers and markets in the region continue to evolve, well-established companies and brands are facing stronger competitive pressures, which further intensified during the economic and financial downturns. While on the whole Kimberly-Clark is still ranked the number one overall in the Middle East and Africa’s retail tissue sales, the company has been steadily losing its share of sales while a number of regional, especially Turkish, and domestic brands have made good inroads into the region’s markets, placing emphasis on a good balance of competitive price and quality.

Modern retail gains ground and supports private label expansion

While traditional independent grocers remains an important retail distribution channel in the majority of the regional markets, modern retail chains continued to expand and benefit from the urbanisation trend across countries in the Middle East and Africa. Expansion of modern retail continues to support growing adoption of retail tissue, with also increased emphasis on private label products that have been evolving and gaining acceptance across the markets.

Increasing product diversification

While in some Middle East and Africa markets facial tissues remains the key product category, improved retail access and consumer acceptance of other tissue products, underpinned also by product innovation, will continue to support more product diversification and growth across tissue categories. Toilet paper is expected to see the strongest gains in volume terms over 2016-2021. The category, however, also sees more promotions and discounts, including bulk purchases, which creates challenges for value growth.

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Introduction

Scope

Key findings

Regional Overview

Putting the Middle East and Africa into context

Recovery and positive growth trajectory through 2021

Expansion in tissue market in Iran

Better quality toilet paper gaining ground

South Africa and Egypt struggle, while Iran on upswing

Economic uncertainties and rising costs impede revenue growth

Modern retail gains ground

Better product assortment and private label rise in modern retail

Leading Companies and Brands

Increasing competition to established players

Kimberly-Clark loses footing in the region

Regional brands gain ground

Forecast Projections

Egypt, United Arab Emirates and South Africa in slow recovery mode

Untapped consumers vs economic headwinds and pricing pressure

Growth drivers: Habit formation and soft drivers vs fundamentals

Future performance: Supporting routine adoption and competitive price

Country Snapshots

Algeria: Market context

Algeria: Competitive and retail landscape

Cameroon: Market context

Cameroon: Competitive and retail landscape

Egypt: Market context

Egypt: Competitive and retail landscape

Iran: Market context

Iran: Competitive and retail landscape

Israel: Market context

Israel: Competitive and retail landscape

Kenya: Market context

Kenya: Competitive and retail landscape

Morocco: Market context

Morocco: Competitive and retail landscape

Nigeria: Market context

Nigeria: Competitive and retail landscape

Saudi Arabia: Market context

Saudi Arabia: Competitive and retail landscape

South Africa: Market context

South Africa: Competitive and retail landscape

Tunisia: Market context

Tunisia: Competitive and retail landscape

United Arab Emirates: Market context

United Arab Emirates: Competitive and retail landscape

Appendix: Competitor Analytics

Competitor Analytics tool

Overview

Competitors

Market Overlap

Treemap

Overlap Matrices

Appendix: Industry Forecast Model

About Euromonitor International’s Industry Forecast Model

Soft drivers and the Industry Forecast Model

Growth decomposition explained

Significance and applications for growth decomposition

Key applications for Industry Forecast Models

Why buy this report?

Want to find out more about this report?

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Megatrends

Strategy Briefing

Retail Tissue in the Middle East and Africa

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Financial headwinds and competitive pressures impact value growth

Regional and domestic brands make significant inroads across markets

Modern retail gains ground and supports private label expansion

Increasing product diversification

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

Regional Overview

Putting the Middle East and Africa into context

Recovery and positive growth trajectory through 2021

Expansion in tissue market in Iran

Better quality toilet paper gaining ground

South Africa and Egypt struggle, while Iran on upswing

Economic uncertainties and rising costs impede revenue growth

Modern retail gains ground

Better product assortment and private label rise in modern retail

Leading Companies and Brands

Increasing competition to established players

Kimberly-Clark loses footing in the region

Regional brands gain ground

Forecast Projections

Egypt, United Arab Emirates and South Africa in slow recovery mode

Untapped consumers vs economic headwinds and pricing pressure

Growth drivers: Habit formation and soft drivers vs fundamentals

Future performance: Supporting routine adoption and competitive price

Country Snapshots

Algeria: Market context

Algeria: Competitive and retail landscape

Cameroon: Market context

Cameroon: Competitive and retail landscape

Egypt: Market context

Egypt: Competitive and retail landscape

Iran: Market context

Iran: Competitive and retail landscape

Israel: Market context

Israel: Competitive and retail landscape

Kenya: Market context

Kenya: Competitive and retail landscape

Morocco: Market context

Morocco: Competitive and retail landscape

Nigeria: Market context

Nigeria: Competitive and retail landscape

Saudi Arabia: Market context

Saudi Arabia: Competitive and retail landscape

South Africa: Market context

South Africa: Competitive and retail landscape

Tunisia: Market context

Tunisia: Competitive and retail landscape

United Arab Emirates: Market context

United Arab Emirates: Competitive and retail landscape

Appendix: Competitor Analytics

Competitor Analytics tool

Overview

Competitors

Market Overlap

Treemap

Overlap Matrices

Appendix: Industry Forecast Model

About Euromonitor International’s Industry Forecast Model

Soft drivers and the Industry Forecast Model

Growth decomposition explained

Significance and applications for growth decomposition

Key applications for Industry Forecast Models

Why buy this report?

Want to find out more about this report?

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