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Country Report

Tissue and Hygiene in

Tissue and Hygiene in Pakistan

Jul 2020

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Executive Summary

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COVID-19 impact on tissue and hygiene

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.

COVID-19 country impact

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.

Efforts to improve awareness help drive sales

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.

Multinationals lead retail hygiene, while local players dominate retail tissue

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.

Retail tissue and hygiene will continue growing, AFH tissue will recover from 2022

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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Tissue and Hygiene Sample Report Tissue and Hygiene Sample Data

Overview

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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.

When you purchase this report, you also get the data and the content from these category reports in Pakistan for free:

The Tissue and Hygiene in Pakistan market research report includes:

Analysis of key supply-side and demand trends
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Tissue and Hygiene in Pakistan?
What are the major brands in Pakistan?
What are the most dynamic tissue and hygiene categories?
What are the major markets for tissue products sales?
What are the major markets for hygiene products sales?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

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

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Tissue and Hygiene in Pakistan

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Efforts to improve awareness help drive sales

Multinationals lead retail hygiene, while local players dominate retail tissue

Retail tissue and hygiene will continue growing, AFH tissue will recover from 2022

MARKET INDICATORS

Table 1 Birth Rates 2014-2019
Table 2 Infant Population 2014-2019
Table 3 Female Population by Age 2014-2019
Table 4 Total Population by Age 2014-2019
Table 5 Households 2014-2019
Table 6 Forecast Infant Population 2019-2024
Table 7 Forecast Female Population by Age 2019-2024
Table 8 Forecast Total Population by Age 2019-2024
Table 9 Forecast Households 2019-2024

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2014-2019
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2015-2019
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2016-2019
Table 14 Distribution of Retail Tissue and Hygiene by Format: % Value 2014-2019
Table 15 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2019
Table 16 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Sanitary Protection in Pakistan

HEADLINES

PRE-COVID-19 PERFORMANCE

Sanitary protection continues to grow as players and organisations look to raise awareness

Women favour towels due to cultural barriers and a lack of awareness

Procter & Gamble and Santex invest in awareness campaigns

2020 AND BEYOND

COVID-19 impact

Affected products within sanitary protection

Recovery and opportunities

CATEGORY DATA

Table 18 Retail Sales of Sanitary Protection by Category: Value 2014-2019
Table 19 Retail Sales of Sanitary Protection by Category: % Value Growth 2014-2019
Table 20 NBO Company Shares of Retail Sanitary Protection: % Value 2015-2019
Table 21 LBN Brand Shares of Retail Sanitary Protection: % Value 2016-2019
Table 22 Forecast Retail Sales of Sanitary Protection by Category: Value 2019-2024
Table 23 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2019-2024

Nappies/Diapers/Pants in Pakistan

HEADLINES

PRE-COVID-19 PERFORMANCE

High birth rate continues to support growth

Busier parents increasingly switching to packaged nappies/diapers/pants

Pampers and Canbebe increase their shares, as newcomer Molfix doubles its sales

2020 AND BEYOND

COVID-19 impact

Affected products within nappies/diapers/pants

Recovery and opportunities

CATEGORY DATA

Table 24 Retail Sales of Nappies/Diapers/Pants by Category: Value 2014-2019
Table 25 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2014-2019
Table 26 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2015-2019
Table 27 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2016-2019
Table 28 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
Table 29 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024

Retail Adult Incontinence in Pakistan

PROSPECTS

Wipes in Pakistan

HEADLINES

PRE-COVID-19 PERFORMANCE

Baby wipes continues to see dynamic growth, but overall potential still limited by high prices

Social media and online reviews boost facial cleansing wipes

Pampers leads a fragmented category

2020 AND BEYOND

COVID-19 impact

Affected products within wipes

Recovery and opportunities

CATEGORY DATA

Table 30 Retail Sales of Wipes by Category: Value 2014-2019
Table 31 Retail Sales of Wipes by Category: % Value Growth 2014-2019
Table 32 NBO Company Shares of Retail Wipes: % Value 2015-2019
Table 33 LBN Brand Shares of Retail Wipes: % Value 2016-2019
Table 34 Forecast Retail Sales of Wipes by Category: Value 2019-2024
Table 35 Forecast Retail Sales of Wipes by Category: % Value Growth 2019-2024

Retail Tissue in Pakistan

HEADLINES

PRE-COVID-19 PERFORMANCE

Modernisation and urbanisation drive growth, but half of sales still through unorganised distribution channels

Growing awareness of hygiene issues supports demand for disposable facial tissues

Packages continues to lead, newcomer Hayat Kimya Sanayi again sees dynamic growth

2020 AND BEYOND

COVID-19 impact

Affected products within retail tissue

Recovery and opportunities

CATEGORY DATA

Table 36 Retail Sales of Tissue by Category: Value 2014-2019
Table 37 Retail Sales of Tissue by Category: % Value Growth 2014-2019
Table 38 NBO Company Shares of Retail Tissue: % Value 2015-2019
Table 39 LBN Brand Shares of Retail Tissue: % Value 2016-2019
Table 40 Forecast Retail Sales of Tissue by Category: Value 2019-2024
Table 41 Forecast Retail Sales of Tissue by Category: % Value Growth 2019-2024

Away-From-Home Tissue and Hygiene in Pakistan

HEADLINES

PRE-COVID-19 PERFORMANCE

AFH tissue again sees slightly slowing growth in 2019

AFH hygiene sales remain negligible

Packages Ltd leads AFH tissue, with domestic players stronger than foreign companies

2020 AND BEYOND

COVID-19 impact

Affected products within away-from-home tissue and hygiene

Recovery and opportunities

CATEGORY DATA

Table 42 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2014-2019
Table 43 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2014-2019
Table 44 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2014-2019
Table 45 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2019
Table 46 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
Table 47 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024

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Megatrends

Country Report

Tissue and Hygiene in Pakistan

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Efforts to improve awareness help drive sales

Multinationals lead retail hygiene, while local players dominate retail tissue

Retail tissue and hygiene will continue growing, AFH tissue will recover from 2022

Samples

Overview

Why buy this report?

Samples: FAQs about samples

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Table of Contents

Tissue and Hygiene in Pakistan

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Efforts to improve awareness help drive sales

Multinationals lead retail hygiene, while local players dominate retail tissue

Retail tissue and hygiene will continue growing, AFH tissue will recover from 2022

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Sanitary Protection in Pakistan

HEADLINES

PRE-COVID-19 PERFORMANCE

Sanitary protection continues to grow as players and organisations look to raise awareness

Women favour towels due to cultural barriers and a lack of awareness

Procter & Gamble and Santex invest in awareness campaigns

2020 AND BEYOND

COVID-19 impact

Affected products within sanitary protection

Recovery and opportunities

CATEGORY DATA

Nappies/Diapers/Pants in Pakistan

HEADLINES

PRE-COVID-19 PERFORMANCE

High birth rate continues to support growth

Busier parents increasingly switching to packaged nappies/diapers/pants

Pampers and Canbebe increase their shares, as newcomer Molfix doubles its sales

2020 AND BEYOND

COVID-19 impact

Affected products within nappies/diapers/pants

Recovery and opportunities

CATEGORY DATA

Retail Adult Incontinence in Pakistan

PROSPECTS

Wipes in Pakistan

HEADLINES

PRE-COVID-19 PERFORMANCE

Baby wipes continues to see dynamic growth, but overall potential still limited by high prices

Social media and online reviews boost facial cleansing wipes

Pampers leads a fragmented category

2020 AND BEYOND

COVID-19 impact

Affected products within wipes

Recovery and opportunities

CATEGORY DATA

Retail Tissue in Pakistan

HEADLINES

PRE-COVID-19 PERFORMANCE

Modernisation and urbanisation drive growth, but half of sales still through unorganised distribution channels

Growing awareness of hygiene issues supports demand for disposable facial tissues

Packages continues to lead, newcomer Hayat Kimya Sanayi again sees dynamic growth

2020 AND BEYOND

COVID-19 impact

Affected products within retail tissue

Recovery and opportunities

CATEGORY DATA

Away-From-Home Tissue and Hygiene in Pakistan

HEADLINES

PRE-COVID-19 PERFORMANCE

AFH tissue again sees slightly slowing growth in 2019