Despite the fallout from the ongoing economic downturn and the Russia-Ukraine conflict, which led to high inflation, tissue and hygiene in Algeria performed well in 2023, recording healthy volume and current value growth in the year. This was supported by rising consumer awareness due to an increasing variety of products available, a greater focus on hygiene, and notable population growth.
Moderate volume growth of tissue and hygiene products, which are considered essential items, was attributable to promotions and players keeping price increases to a minimum in order to boost consumption despite the high inflation in the country in 2023. Brand loyalty remained low in the year, and product choices were not, as in other countries, influenced by the sustainability trend, as consumers prioritised price due to their rising price sensitivity as a result of declining disposable incomes.
Although imported goods remain more attractive to Algerians due to their strong brand names, rising inflation forced many consumers to switch to cheaper local products to the detriment of premium imported brands, which continued to lose share in 2023. Local producers also benefited from the frequent stock-outs of imported brands due to restrictions on imports and their high prices as a result of the local currency devaluation.
E-commerce continued to experience growth in 2023, following the general global trend, and online sales have reached a sizeable level in Algeria since the outbreak of COVID-19. However, growth was limited by underdeveloped delivery and payment systems.
The ongoing economic downturn and decline in consumer purchasing power will continue to impact consumption levels and slow growth over the forecast period. Consumers will continue to shift to cheaper brands and spend less on non-essential products.
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Tissue and Hygiene
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.
See All of Our DefinitionsThis report originates from Passport, our Tissue and Hygiene research and analysis database.
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