Tissue and Hygiene in Nigeria

March 2023
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Overview:

Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Nigeria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Away-From-Home Tissue and Hygiene
  • Retail Adult Incontinence
  • Nappies/Diapers/Pants
  • Sanitary Protection
  • Wipes
  • Retail Tissue
  • RX/Reimbursement Adult Incontinence

If you're in the Tissue and Hygiene industry in Nigeria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Tissue and Hygiene in Nigeria report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Tissue and Hygiene in Nigeria?
  • Which are the leading brands in Tissue and Hygiene in Nigeria?
  • How are products distributed in Tissue and Hygiene in Nigeria?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
  • How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Tissue and Hygiene products?
  • Where is future growth expected to be most dynamic?
  • How important will sustainability and recycling be in generating future growth?
Download Table of Contents

Tissue and Hygiene in Nigeria

Tissue and hygiene in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for tissue and hygiene?
Table 1 Birth Rates 2017-2022
Table 2 Infant Population 2017-2022
Table 3 Female Population by Age 2017-2022
Table 4 Total Population by Age 2017-2022
Table 5 Households 2017-2022
Table 6 Forecast Infant Population 2022-2027
Table 7 Forecast Female Population by Age 2022-2027
Table 8 Forecast Total Population by Age 2022-2027
Table 9 Forecast Households 2022-2027
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2017-2022
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2017-2022
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2018-2022
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2019-2022
Table 14 Distribution of Retail Tissue and Hygiene by Format: % Value 2017-2022
Table 15 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2022
Table 16 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2022-2027
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2022-2027

DISCLAIMER

Summary 1 Research Sources

Away-From-Home Tissue and Hygiene in Nigeria

KEY DATA FINDINGS

Away-from-home tissue and hygiene performs well despite poor economic climate
Hotels and restaurants drive growth for toilet paper and napkins while adult incontinence benefits from growing demand among the elderly
Consumer foodservice is a key driver of retail tissue growth in 2022
Improvement in the economy will drive strong growth in away-from-home tissue and hygiene in the coming years
Tissue products will drive overall away-from-home growth due to demand within the hospitality industry
Rapid growth of consumer foodservice will drive growth in AFH napkins
Table 18 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2017-2022
Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2017-2022
Table 20 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2017-2022
Table 21 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2022
Table 22 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2022-2027
Table 23 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2022-2027

Retail Adult Incontinence in Nigeria

KEY DATA FINDINGS

Growing elderly population and awareness drives positive volume growth in 2022
Competitive activities boost awareness and affordability of incontinence products
Distribution is growing beyond chemists/pharmacies
Economic recovery will drive category growth over the forecast period
Strong competition will continue driving awareness and stabilising prices
Moderate/heavy adult incontinence will continue to dominate the category in the years ahead
Table 24 Sales of Retail Adult Incontinence by Category: Value 2017-2022
Table 25 Sales of Retail Adult Incontinence by Category: % Value Growth 2017-2022
Table 26 NBO Company Shares of Retail Adult Incontinence: % Value 2018-2022
Table 27 LBN Brand Shares of Retail Adult Incontinence: % Value 2019-2022
Table 28 Forecast Sales of Retail Adult Incontinence by Category: Value 2022-2027
Table 29 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2022-2027

Nappies/Diapers/Pants in Nigeria

KEY DATA FINDINGS

Inflation impacts consumer spending power but population growth boosts demand
Price competition helps to minimise unit price increases in 2022
Standard nappies/diapers performance best, but disposable pants sees volume decline
Still immature, nappies/diapers/pants has good scope for growth
Strong company competition is expected to drive growth further
Disposable pants is expected to benefit from greater economic stability in the years ahead
Table 30 Retail Sales of Nappies/Diapers/Pants by Category: Value 2017-2022
Table 31 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2017-2022
Table 32 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2018-2022
Table 33 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2019-2022
Table 34 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2022-2027
Table 35 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2022-2027

Sanitary Protection in Nigeria

KEY DATA FINDINGS

Sanitary protection is impacted by inflation and poor economic conditions in 2022
Intense competition among brands tempers increases in average unit prices
Slim/thin-ultra-thin towels see dynamic performance as the number of working women increases
Sanitary protection is not yet mature and has further scope for growth
Brand competition will drive affordability and innovation in the coming years
Campaigns from health bodies and non-governmental organisations will boost awareness
Table 36 Retail Sales of Sanitary Protection by Category: Value 2017-2022
Table 37 Retail Sales of Sanitary Protection by Category: % Value Growth 2017-2022
Table 38 Retail Sales of Tampons by Application Format: % Value 2017-2022
Table 39 NBO Company Shares of Retail Sanitary Protection: % Value 2018-2022
Table 40 LBN Brand Shares of Retail Sanitary Protection: % Value 2019-2022
Table 41 Forecast Retail Sales of Sanitary Protection by Category: Value 2022-2027
Table 42 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2022-2027

Wipes in Nigeria

KEY DATA FINDINGS

Wipes declines in volume terms in 2022 due to inflationary pressures
Strong competition helps drives innovation and limit price increases
Baby wipes sees best performance due to its essential profile
Wipes will benefit from a growing population and economic recovery
Company competition to boost demand through innovations and affordability
By offering convenience and hygienic cleaning products, niche segments will grow as the local economy recovers
Table 43 Retail Sales of Wipes by Category: Value 2017-2022
Table 44 Retail Sales of Wipes by Category: % Value Growth 2017-2022
Table 45 NBO Company Shares of Retail Wipes: % Value 2018-2022
Table 46 LBN Brand Shares of Retail Wipes: % Value 2019-2022
Table 47 Forecast Retail Sales of Wipes by Category: Value 2022-2027
Table 48 Forecast Retail Sales of Wipes by Category: % Value Growth 2022-2027

Retail Tissue in Nigeria

KEY DATA FINDINGS

Retail tissue sales decline in volume in 2022 due to negative economic conditions
Retail tissue sees consolidation as Boulos Group acquires Banrut Rolls
Toilet paper performs best due to being most essential
Population growth will drive performance in retail tissue over the forecast period
Toilet paper remains immature in Nigeria, offering significant scope for growth
Niche categories of napkins, paper towels, boxed facial tissues and pocket handkerchiefs will benefit from an improving economy
Table 49 Retail Sales of Tissue by Category: Value 2017-2022
Table 50 Retail Sales of Tissue by Category: % Value Growth 2017-2022
Table 51 NBO Company Shares of Retail Tissue: % Value 2018-2022
Table 52 LBN Brand Shares of Retail Tissue: % Value 2019-2022
Table 53 Forecast Retail Sales of Tissue by Category: Value 2022-2027
Table 54 Forecast Retail Sales of Tissue by Category: % Value Growth 2022-2027
The following categories and subcategories are included:

Tissue and Hygiene

      • AFH Adult Incontinence
      • AFH Boxed Facial Tissues
        • AFH Napkins
        • AFH Tablecloths
      • AFH Paper Towels
      • AFH Toilet Paper
      • AFH Wipers
        • Light Adult Incontinence
        • Moderate/Heavy Adult Incontinence
        • Disposable Pants
          • Junior Nappies/Diapers
          • New Born Nappies/Diapers
          • Standard Nappies/Diapers
        • Pantyliners
        • Tampons
            • Standard Towels with Wings
            • Standard Towels without Wings
            • Slim/Thin/Ultra-Thin Towels with Wings
            • Slim/Thin/Ultra-Thin Towels without Wings
        • Sanitary Protection Including Intimate Wipes
            • Starter Kits/Sweepers/Sticks (Dry Electro-Static)
            • Wipes and Refills (Dry Electro-Static)
              • Cleaning Solution
              • Refill Wipes/Pads
            • Starter Kits/Trigger Device
            • All Purpose Cleaning Wipes
            • Furniture Polish Wipes
            • Toilet Care Wipes
            • Window/Glass Wipes
            • Other Impregnated Wipes
          • Starter Kits/Sweepers/Sticks (Excluding Wipes)
          • Wipes (Excluding Starter Kits/Sweepers/Sticks)
          • General Purpose Wipes
          • Intimate Wipes
          • Baby Wipes
            • Facial Cleansing Wipes
            • Deodorant Wipes
          • Moist Toilet Wipes
      • Paper Towels
        • Napkins
        • Tablecloths
        • Boxed Facial Tissues
        • Pocket Handkerchiefs
      • Toilet Paper
  • Rx/Reimbursement adult incontinence
        • AFH Adult Incontinence
          • Retail Light Adult Incontinence
          • Retail Moderate/Heavy Adult Incontinence
        • Rx/Reimbursement adult incontinence
        • Disposable Pants
          • Junior Nappies/Diapers
          • New Born Nappies/Diapers
          • Standard Nappies/Diapers
        • Pantyliners
        • Tampons
            • Standard Towels With Wings
            • Standard Towels Without Wings
            • Slim/Thin/Ultra-Thin Towels With Wings
            • Slim/Thin/Ultra-Thin Towels Without Wings
        • Sanitary Protection Including Intimate Wipes
            • Starter Kits/Sweepers/Sticks (Dry Electro-Static)
            • Wipes and Refills (Dry Electro-Static)
              • Cleaning Solution
              • Refill Wipes/Pads
            • Starter Kits/Trigger Device
            • All Purpose Cleaning Wipes
            • Furniture Polish Wipes
            • Toilet Care Wipes
            • Window/Glass Wipes
            • Other Impregnated Wipes
          • General Purpose Wipes
          • Intimate Wipes
          • Baby Wipes
            • Facial Cleansing Wipes
            • Deodorant Wipes
          • Moist Toilet Wipes
          • AFH Napkins
          • Retail Napkins
          • AFH Tablecloths
          • Retail Tablecloths
          • AFH Boxed Facial Tissues
          • Retail Boxed Facial Tissues
        • Pocket Handkerchiefs
        • AFH Paper Towels
        • Retail Paper Towels
        • AFH Toilet Paper
        • Retail Toilet Paper
      • AFH Wipers

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.

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This report originates from Passport, our Tissue and Hygiene research and analysis database.

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