In 2022 demand for tissue and hygiene products had resumed pre-pandemic norms. Products that benefited from the pandemic started to slow while those that were negatively affected started to recover.
Tissue and hygiene products continued to be in high demand for personal, commercial, and household consumption in 2022. Moreover, competition among brands remained high: small brands that were previously not popular became so because they are more affordable than some of the large and better known brands.
Ghanaian society has made considerable progress with regard to people becoming more willing to discuss sensitive issues such as menstruation, toilet hygiene and adult incontinence. However, attitudes remain conservative among much of the country’s population.
Consumers continue to make rational decisions and thus are shifting more towards affordable brands, especially with prices of all consumer goods, including tissue and hygiene products going up astronomically. The situation is shifting demand towards new and cheaper brands across all tissue and hygiene categories.
Tissue and hygiene products are mainly bought via small local grocers and health and beauty specialists. The position of health and beauty specialists is due to the strength of this channel in retail hygiene, mainly sanitary protection but also adult incontinence and to a lesser degree nappies/diapers.
Fragrance and colours are major trends set to be seen over the forecast period and which will have an influence on the tissue and hygiene market. Consumers are becoming interested in tissue and hygiene products with nice-smelling fragrances.
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Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Ghana with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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