Executive Summary

Apr 2019
Tissue and hygiene continues on strong growth path

Pakistan continued to record strong economic growth in 2018 which helped support the ongoing development of tissue and hygiene in the country. With rapid population growth, urbanisation and rising disposable income the consumer base for these products continues to see rapid growth.

Efforts to improve awareness provides dividends

Awareness campaigns remained a key feature of tissue and hygiene in Pakistan in 2018 with NGOs, the government and brands 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 away-from-from.

Multinationals lead retail hygiene while local players dominate retail tissue

Multinational players continued to lead retail hygiene in 2018 with Procter & Gamble dominating with its Always and Pampers brands. Thanks to its early-mover advantage and significant investment in marketing and distribution its products have become synonymous with sanitary protection and nappies/diapers/pants, respectively.

Modern grocery retailers channel expands improving distribution

With the number of supermarkets and hypermarkets in Pakistan rapidly expanding over the review period there was a shift in the distribution of retail tissue and hygiene. With urban consumers leading increasingly busy lives many are switching to carrying out their weekly shop under one roof at a supermarket or hypermarket.

Bright future predicted for tissue and hygiene

With a rapidly growing population and improving standards of living tissue and hygiene is expected to see even stronger growth over the forecast period than was seen over the review period, in current value terms. As the urban population grows and consumers become more aware of the benefits of these products demand is likely to soar.

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Tissue and Hygiene in Pakistan

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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.

Tissue and Hygiene in Pakistan

EXECUTIVE SUMMARY

Tissue and hygiene continues on strong growth path
Efforts to improve awareness provides dividends
Multinationals lead retail hygiene while local players dominate retail tissue
Modern grocery retailers channel expands improving distribution
Bright future predicted for tissue and hygiene

MARKET INDICATORS

Table 1 Birth Rates 2013-2018
Table 2 Infant Population 2013-2018
Table 3 Female Population by Age 2013-2018
Table 4 Total Population by Age 2013-2018
Table 5 Households 2013-2018
Table 6 Forecast Infant Population 2018-2023
Table 7 Forecast Female Population by Age 2018-2023
Table 8 Forecast Total Population by Age 2018-2023
Table 9 Forecast Households 2018-2023

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 14 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 15 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 16 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources

Away-From-Home Tissue and Hygiene in Pakistan

HEADLINES

PROSPECTS

Strong economy boosts demand for AFH tissue products
AFH toilet paper sees further growth in popularity
AFH hygiene sales remain negligible

COMPETITIVE LANDSCAPE

Packages leads AFH tissue
Domestic players lead the way

CATEGORY DATA

Table 18 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2013-2018
Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 20 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2013-2018
Table 21 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2018
Table 22 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: Value 2018-2023
Table 23 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: % Value Growth 2018-2023

Nappies/Diapers/Pants in Pakistan

HEADLINES

PROSPECTS

Search for convenience drives demand for nappies/diapers/pants
High birth rate supports growth
Development of modern retailing improving access to nappies/diapers/pants

COMPETITIVE LANDSCAPE

Pampers remains synonymous with nappies/diapers/pants in Pakistan
Hayat Group enters Pakistan
Local player Shield Corp Ltd continues its rapid ascension

CATEGORY DATA

Table 24 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018
Table 25 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2013-2018
Table 26 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2014-2018
Table 27 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-2018
Table 28 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 29 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023

Retail Adult Incontinence in Pakistan

PROSPECTS

Sales of retail adult incontinence remain negligible

Retail Tissue in Pakistan

HEADLINES

PROSPECTS

Modernisation driving growth of retail tissue in Pakistan
Growing awareness of hygiene issues supports demand for disposable facial tissues
Toilet paper offers strong potential

COMPETITIVE LANDSCAPE

Packages maintains strong lead thanks to ongoing investments
Turkish giant enters Pakistan
Bikiya Industries sees dynamic growth with premium range

CATEGORY DATA

Table 30 Retail Sales of Tissue by Category: Value 2013-2018
Table 31 Retail Sales of Tissue by Category: % Value Growth 2013-2018
Table 32 NBO Company Shares of Retail Tissue: % Value 2014-2018
Table 33 LBN Brand Shares of Retail Tissue: % Value 2015-2018
Table 34 Forecast Retail Sales of Tissue by Category: Value 2018-2023
Table 35 Forecast Retail Sales of Tissue by Category: % Value Growth 2018-2023

Sanitary Protection in Pakistan

HEADLINES

PROSPECTS

Sanitary protection continues to see strong growth as awareness increases
Campaigners seeking to end menstruation taboo in Pakistan
Women favour towels due to a lack of awareness and cultural barriers

COMPETITIVE LANDSCAPE

Procter & Gamble maintains dominance
Santex invests in awareness campaigns
Pan focuses on quality and value

CATEGORY DATA

Table 36 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 37 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 38 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 39 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 40 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 41 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Wipes in Pakistan

HEADLINES

PROSPECTS

Baby wipes sees dynamic growth
Urban image-conscious women drive demand for cosmetic wipes
Supermarkets and hypermarkets improve access to wipes

COMPETITIVE LANDSCAPE

Pampers leads a fragmented category
No standout brands in cosmetic wipes
Cool & Cool looks to build brand awareness

CATEGORY DATA

Table 42 Retail Sales of Wipes by Category: Value 2013-2018
Table 43 Retail Sales of Wipes by Category: % Value Growth 2013-2018
Table 44 NBO Company Shares of Retail Wipes: % Value 2014-2018
Table 45 LBN Brand Shares of Retail Wipes: % Value 2015-2018
Table 46 Forecast Retail Sales of Wipes by Category: Value 2018-2023
Table 47 Forecast Retail Sales of Wipes by Category: % Value Growth 2018-2023