Strong growth was recorded in tissue and hygiene in 2020 and 2021 despite the impact of the COVID-19 pandemic and the lingering effects of armed conflict. One exception was the AFH channel, with dramatic declines seen in 2020 as the strict approach to home seclusion deprived suppliers of sales opportunities.
While the COVID-19 pandemic continued to have an impact on demand for tissue and hygiene throughout 2020 and 2021, the most important influence on sales across the industry during both years was the ongoing adverse economic and political situation in Iraq and the devaluation of the Iraqi dinar, which has resulted in high inflation and substantial pressure on consumer spending. Within this context, basic, low-cost items imported from Turkey have emerged as an extremely popular option.
Most Iraqi people use tissue and hygiene products on a daily bases, with the amount of products used generally influenced by household income level and whether the consumer lives in an urban or rural part of the country. More affluent consumers and those living in urban major cities are much more likely to use a wider range of tissue and hygiene products, with less affluent people and most rural-dwellers tending to use only a narrow range of such items.
Shifting socioeconomic trends are among the main factors underpinning expanding demand for tissue and hygiene products in Iraq. Recent years have seen Iraqi people gain far freer access to information via the internet than at any time in the country’s history and this has exposed the local population to a much wider social context, resulting in the emergence of new consumption trends.
With the exchange value of the Iraqi Dinar falling steeply towards the end of the review period, the cost of importing tissue and hygiene products into Iraq has increased substantially. At the same time, the cost of local manufacturing is also rising due to the higher prices that must be paid of imported inputs, denominated in local currency.
Tissue and hygiene is set to register a positive performance over the forecast period, with sales set to benefit from greater social and economic stability as the country continues with its rebuilding and recovery from many years of conflict. More importantly, disposable income levels are likely to increase.
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Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Iraq 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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