Tissue and Hygiene in Nigeria

May 2026
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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?

Tissue and Hygiene in Nigeria

Companies Expand Affordable Pack Sizes to Drive Brand Loyalty

Key Data Insights

Chart 1 Key Industry Trends for Tissue and Hygiene
Companies Expand Affordable Pack Sizes to Drive Brand Loyalty
Chart 2 BeSense launches Star Pack
Convenience and Comfort Boost Retail Adult Incontinence
Chart 3 Depend FIT-FLEX Launch
Brands Tap into Demand for Natural and Skin-Friendly Products
Chart 4 Value Sales 2020-2030
Chart 5 Value Sales by Category 2025
Rising Incomes to Prompt Shift From Substitutes to Specialised Hygiene
Retail Adult Incontinence to Continue Leading Growth as Brands Target Awareness
Brand Innovation and Awareness Campaigns Set to Expand Reach and Boost Demand
Chart 6 Analyst Insight for Tissue and Hygiene
Chart 7 Forecast Value Sales 2020-2030
Chart 8 Forecast Value Sales by Category 2025-2030
Mallinson Group Disrupts Share Hierarchy as Bel Impex Consolidates Leadership
Chart 9 Company Shares 2025
Chart 10 Brand Shares 2025
Small Local Grocers Drive Immediate Purchases as Consumers Prioritise Proximity
Supermarkets and E-Commerce Attract Value Seekers and Modern Shoppers
Chart 11 Retail Channels 2020-2025
Chart 12 Economic Context for Tissue and Hygiene
Chart 13 Real GDP Growth 2020-2030
Chart 14 Inflation 2020-2030
Chart 15 Consumer Context for Tissue and Hygiene
Chart 16 Population 2020-2030
Chart 17 Consumer Expenditure 2020-2030
Chart 18 Population by Generation 2025

Away-From-Home Tissue and Hygiene in Nigeria

Key Data Insights

Toilet Paper and Napkins Fuel Away-From-Home Growth
Chart 19 Key Industry Trends for Away-From-Home Tissue and Hygiene
Toilet Paper and Napkins Fuel Away-From-Home Growth
Chart 20 Swantex Premium Quality Napkins
Online Expansion Fuels Growth for Care Home Suppliers
Chart 21 Clinicaid.ng Begins Offering Adult Incontinence Products
Chart 22 Value Sales 2020-2030
Chart 23 Value Sales by Category 2025
Hotels and Modern Foodservice Chains Fuel Demand for Tissue Products
Care Providers Prioritise Adult Incontinence as Population Ages
Chart 24 Forecast Value Sales 2020-2030
Chart 25 Forecast Value Sales by Category 2025-2030
Foodservice Chains and Hotels Drive Tissue Demand as Travel Rises
Chart 26 Retail Channels 2020-2025
Chart 27 Economic Context for Away-From-Home Tissue and Hygiene
Chart 28 Real GDP Growth 2020-2030
Chart 29 Inflation 2020-2030
Chart 30 Consumer Context for Away-From-Home Tissue and Hygiene
Chart 31 Population 2020-2030
Chart 32 Consumer Expenditure 2020-2030
Chart 33 Population by Generation 2025

Retail Adult Incontinence in Nigeria

Key Data Insights

Dr Brown’S Leverages Affordability to Defend Share as Premium Brands Gain Ground
Chart 34 Key Industry Trends for Retail Adult Incontinence
Dr Brown’S Leverages Affordability to Defend Share as Premium Brands Gain Ground
Chart 35 Fitright Adult Diapers
Newer Brands Drive Premiumisation as Pants Gain Visibility
Convenience Features Aid Premium Sales Amid Price-Conscious Shoppers
Chart 36 Depend Fit-Flex
Chart 37 Value Sales 2020-2030
Chart 38 Volume Sales 2020-2030
Chart 39 Value Sales by Category 2025
Brands Continue to Drive Awareness as E-Commerce Is Expected to Expand Product Visibility
Moderate/Heavy Products to Attract Investment as Health Drivers Boost Demand
Shifting Economic Conditions to Reshape Product Adoption
Chart 40 Forecast Value Sales 2020-2030
Chart 41 Forecast Value Sales by Category 2025-2030
Wemy Industries Ltd Maintains Lead as Imports Face Headwinds
Chart 42 Company Shares 2025
Chart 43 Brand Shares 2025
Health and Beauty Specialists Retain Dominance as E-Commerce Gains Ground
Chart 44 Retail Channels 2020-2025
Chart 45 Economic Context for Retail Adult Incontinence
Chart 46 Real GDP Growth 2020-2030
Chart 47 Inflation 2020-2030
Chart 48 Consumer Context for Retail Adult Incontinence
Chart 49 Population 2020-2030
Chart 50 Consumer Expenditure 2020-2030
Chart 51 Population by Generation 2025

Nappies/Diapers/Pants in Nigeria

Key Data Insights

Affordability Wins Shares as Consumers Trade Down
Chart 52 Key Industry Trends for Nappies/Diapers/Pants
Affordability Wins Shares as Consumers Trade Down
Chart 53 Mallinson Group Introduces Veesper Economy Brand
Consumers Demand Affordable Options with a Clean Wellness Focus
Chart 54 Goodfit Diapers Launched by Bordar Group
Convenience Focus Not Enough to Aid Volume Sales for Pants
Chart 55 Value Sales 2020-2030
Chart 56 Volume Sales 2020-2030
Chart 57 Value Sales by Category 2025
Brands to Intensify Competition to Capture Value-Focused Parents
Disposable Pants to Attract Employed Parents Seeking Convenience and Quality
Chart 58 Forecast Value Sales 2020-2030
Chart 59 Forecast Value Sales by Category 2025-2030
Bordar Group Overtakes Hayat Kimya as Affordability Reshapes Brand Hierarchy
Chart 60 Company Shares 2025
Chart 61 Brand Shares 2025
Small Local Grocers Maintain Dominance as Supermarkets and Pharmacies Expand Reach
Chart 62 Retail Channels 2020-2025
Chart 63 Economic Context for Nappies/Diapers/Pants
Chart 64 Real GDP Growth 2020-2030
Chart 65 Inflation 2020-2030
Chart 66 Consumer Context for Nappies/Diapers/Pants
Chart 67 Population 2020-2030
Chart 68 Consumer Expenditure 2020-2030
Chart 69 Population by Generation 2025

Menstrual Care in Nigeria

Key Data Insights

Leading Brands Drive Affordable Choice with Diverse Packs
Chart 70 Key Industry Trends for Menstrual Care
Leading Brands Drive Affordable Choice with Diverse Packs
Chart 71 BeSense launches Star Pack
Combination Packs and Convenience Innovation Reshape Brand Leadership
Skin-Focused Launches Set New Consumer Standards
Chart 72 Softcare New Herbal Series
Chart 73 Value Sales 2020-2030
Chart 74 Volume Sales 2020-2030
Chart 75 Value Sales by Category 2025
New Entrants and Urban Consumers Accelerate Product Uptake
Towels Will Maintain Leadership through Essential Nature
Reusable Pads and Affordability Continue to Reshape Consumer Choices and Brand Strategy
Chart 76 Analyst Insight for Menstrual Care
Chart 77 Forecast Value Sales 2020-2030
Chart 78 Forecast Value Sales by Category 2025-2030
Mallinson Group Overtakes Procter & Gamble by Driving Affordable Innovation
Chart 79 Company Shares 2025
Chart 80 Brand Shares 2025
Small Local Grocers Retain Dominance as Shoppers Seek Affordability and Convenience
Chart 81 Retail Channels 2020-2025
Chart 82 Economic Context for Menstrual Care
Chart 83 Real GDP Growth 2020-2030
Chart 84 Inflation 2020-2030
Chart 85 Consumer Context for Menstrual Care
Chart 86 Population 2020-2030
Chart 87 Consumer Expenditure 2020-2030
Chart 88 Population by Generation 2025

Wipes in Nigeria

Key Data Insights

Asian and Local Brands Win Share as Affordability Takes Centre Stage
Chart 89 Key Industry Trends for Wipes
Asian and Local Brands Win Share as Affordability Takes Centre Stage
Chart 90 Imported Cherix Baby Wipes
Demand Shifts Towards Mild and Natural Wipes
Chart 91 Baby Secret Baby Wipes
Emerging Brands Leverage Natural Positioning to Gain Distribution
Chart 92 Value Sales 2020-2030
Chart 93 Value Sales by Category 2025
Brands to Attract New Buyers with Affordable Baby Wipes and Wider Choice
Brands to Continue to Innovate with Skin-Friendly and Antibacterial Features
Chart 94 Forecast Value Sales 2020-2030
Chart 95 Forecast Value Sales by Category 2025-2030
Wemy Industries Strengthen Lead as Rivals Capture Value with Affordable and Premium Wipes
Chart 96 Company Shares 2025
Chart 97 Brand Shares 2025
Health and Beauty Specialists Expand Reach as Pharmacies Drive Trust
Chart 98 Retail Channels 2020-2025
Chart 99 Economic Context for Wipes
Chart 100 Real GDP Growth 2020-2030
Chart 101 Inflation 2020-2030
Chart 102 Consumer Context for Wipes
Chart 103 Population 2020-2030
Chart 104 Consumer Expenditure 2020-2030
Chart 105 Population by Generation 2025

Retail Tissue in Nigeria

Key Data Insights

Brands Extend Lead by Prioritising Affordability and Smaller Packs
Chart 106 Key Industry Trends for Retail Tissue
Brands Extend Lead by Prioritising Affordability and Smaller Packs
Chart 107 Bel Impex Ltd's Kiki Plus
Toilet Paper Maintains Dominance as Multi-Purpose Essential in Harsh Climate
Premium Slowdown Spurs New Promotion Strategies
Chart 108 Banrut's Price Promotions
Chart 109 Value Sales 2020-2030
Chart 110 Volume Sales 2020-2030
Chart 111 Value Sales by Category 2025
Urban Consumers Boost Demand as Disposable Incomes Recover
Local Sourcing and E-Commerce Innovation Reshape Pricing and Access
Chart 112 Forecast Value Sales 2020-2030
Chart 113 Forecast Value Sales by Category 2025-2030
Bel Impex Outpaces Import-Reliant Rivals as Local Sourcing Shields Share
Chart 114 Company Shares 2025
Chart 115 Brand Shares 2025
Small Local Grocers Sustain Lead as Modern Retail Expands
Chart 116 Retail Channels 2020-2025
Chart 117 Economic Context for Retail Tissue
Chart 118 Real GDP Growth 2020-2030
Chart 119 Inflation 2020-2030
Chart 120 Consumer Context for Retail Tissue
Chart 121 Population 2020-2030
Chart 122 Consumer Expenditure 2020-2030
Chart 123 Population by Generation 2025

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Download table of contents
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
          • Liners
          • Light Pads
          • Other Light Adult Incontinence
          • Moderate/Heavy Pads
          • Diapers
          • Pants
          • Other Moderate/Heavy Adult Incontinence
        • Disposable Pants
          • Junior Nappies/Diapers
          • New Born Nappies/Diapers
          • Standard Nappies/Diapers
        • Disposable Period Pants
        • Pantyliners
        • Tampons
            • Standard Towels With Wings
            • Standard Towels Without Wings
            • Slim/Thin/Ultra-Thin Towels With Wings
            • Slim/Thin/Ultra-Thin Towels Without Wings
        • Menstrual Care 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
            • Liners
            • Light Pads
            • Other Light Adult Incontinence
            • Moderate/Heavy Pads
            • Diapers
            • Pants
            • Other Moderate/Heavy Adult Incontinence
        • Rx/Reimbursement adult incontinence
        • Disposable Pants
          • Junior Nappies/Diapers
          • New Born Nappies/Diapers
          • Standard Nappies/Diapers
        • Disposable Period Pants
        • Pantyliners
        • Tampons
            • Standard Towels With Wings
            • Standard Towels Without Wings
            • Slim/Thin/Ultra-Thin Towels With Wings
            • Slim/Thin/Ultra-Thin Towels Without Wings
        • Menstrual Care 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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