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The main impact of the COVID-19 pandemic on Pakistan’s tissue and hygiene market in 2020 will be the slump in AFH tissue sales as a result of lockdowns and full or partial closures of many businesses and retail and foodservice establishments. The pandemic will have a much more muted effect on retail tissue and hygiene sales, with many of these products increasingly seen as important everyday items.
After COVID-19 arrived in Pakistan in late February 2020, the government implemented lockdowns across the country in March, with retail and business closures, travel restrictions and the population asked to stay at home, where possible. The Prime Minister Imran Khan officially ended the lockdown on 9 May, citing economic concerns as the primary reason for this decision, rather than having brought the outbreak of the virus fully under control.
Awareness campaigns remained a key feature of tissue and hygiene in Pakistan in 2019, with NGOs, the government and brand owners all looking to educate consumers on the health advantages of using these products. For example, in 2018 UNICEF launched its campaign to encourage positive menstrual hygiene, while, in retail tissue, leading company Packages Ltd focused on the hygiene benefits of using disposable retail tissue products both in the home and AFH.
Multinational players continued to lead retail hygiene in 2019, with Procter & Gamble the dominant company through its Always and Pampers brands. Thanks to its early-mover advantage and significant investment in the marketing and distribution of its products, they have become synonymous with sanitary protection and nappies/diapers/pants, respectively.
The COVID-19 pandemic will have a major effect on Pakistan’s tissue and hygiene industry, primarily in the AFH channel, which will see a dramatic slump in sales in 2020, and will not recover until 2022. Retail sales will continue growing, in spite of the COVID-19 outbreak, albeit at generally slightly slower rates than previously expected, as consumers and businesses feel the impact of the economic consequences of the COVID-19 lockdowns.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Tissue and Hygiene industry in Pakistan with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Tissue and Hygiene industry in Pakistan, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Tissue and Hygiene market research database.
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