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Country Report

Tissue and Hygiene in

Tissue and Hygiene in Pakistan

Mar 2021

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Executive Summary

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COVID-19 impact on tissue and hygiene

Demand for retail tissue and hygiene in Pakistan experienced a notable upturn in 2020 as a direct result of the pandemic. The government’s response in terms of a lockdown in March in an attempt to control the spread of the virus restricted movement outside of the home including work and study from home measures, which therefore led to notable stockpiling of many essential products despite rising inflation.

COVID-19 country impact

The initial impact of COVID-19 in Pakistan began at the start of 2020 when Pakistan International Airlines (PIA), cancelled all flights between Pakistan and China for most of January. By March, government-enforced restrictions began as Pakistan’s borders were closed and flights were grounded.

Company response

With increasing price sensitivity as a result of the pandemic-induced lockdown, consumers searched for more affordable options offered by local players, resulting in domestic player Packages Ltd, which offers its line of products under the Rose Petal brand, gaining leadership of overall tissue and hygiene in value share terms from multinational Procter & Gamble in 2020. Packages Ltd benefits from its strong presence in retail tissue by catering to different income segments and constantly investing in its products and manufacturing.

Retailing shift

While traditional grocery retailers continued to dominate the distribution of tissue and hygiene in 2020, notable stockpiling during the initial stages of the lockdown as a result of the pandemic which left some retailers with empty shelves, forced consumers to visit a wider variety of channels in their attempt to find essential household products. This resulted in share gain for modern grocery retailers such as supermarkets and hypermarkets and e-commerce.

What next for tissue and hygiene?

Following the stockpiling and home seclusion trends of 2020, demand for retail tissue and hygiene is set to notably slow for some categories, and in the case of wipes and retail tissue decline, heading into the forecast period due to rising price sensitivity and a prioritising of expenditure. Nevertheless, overall retail tissue and hygiene is set to quickly recover from 2022 onwards due to further urbanisation, a return to the workplace including further penetration of the female workforce, and increased hygiene awareness, with consumers likely to focus their expenditure on disposable products that reduce cross contamination including wipes and retail tissue.

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Tissue and Hygiene Sample Report Tissue and Hygiene Sample Data

Overview

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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.

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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

Company response

Retailing shift

What next for tissue and hygiene?

MARKET INDICATORS

Table 1 Birth Rates 2015-2020
Table 2 Infant Population 2015-2020
Table 3 Female Population by Age 2015-2020
Table 4 Total Population by Age 2015-2020
Table 5 Households 2015-2020
Table 6 Forecast Infant Population 2020-2025
Table 7 Forecast Female Population by Age 2020-2025
Table 8 Forecast Total Population by Age 2020-2025
Table 9 Forecast Households 2020-2025

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2015-2020
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2016-2020
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2017-2020
Table 14 Distribution of Retail Tissue and Hygiene by Format: % Value 2015-2020
Table 15 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2020
Table 16 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2020-2025
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Sanitary Protection in Pakistan

KEY DATA FINDINGS

2020 IMPACT

Stockpiling by consumers during initial stages of lockdown boosts demand for sanitary protection in 2020

Further expansion of target audience, increasing education and greater hygiene awareness generally support further growth of sanitary protection in Pakistan

Procter & Gamble retains overall dominance of sanitary protection in 2020

RECOVERY AND OPPORTUNITIES

Sanitary protection offers further growth potential due to ongoing expansion of target audience

Further education and increasing hygiene awareness will be supporting factors in expanding category

Expanding distribution will support greater accessibility and product awareness

CATEGORY DATA

Table 18 Retail Sales of Sanitary Protection by Category: Value 2015-2020
Table 19 Retail Sales of Sanitary Protection by Category: % Value Growth 2015-2020
Table 20 NBO Company Shares of Retail Sanitary Protection: % Value 2016-2020
Table 21 LBN Brand Shares of Retail Sanitary Protection: % Value 2017-2020
Table 22 Forecast Retail Sales of Sanitary Protection by Category: Value 2020-2025
Table 23 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2020-2025

Nappies/Diapers/Pants in Pakistan

KEY DATA FINDINGS

2020 IMPACT

Initial stockpiling and home seclusion trend boosts demand for nappies/diaper/pants in 2020

E-commerce continues to expand, driven by convenience of home delivery and competitive prices

Procter & Gamble’s Pampers remains convincing leader but smaller brands are continuing to gain in popularity

RECOVERY AND OPPORTUNITIES

Despite slowdown in 2021, demand for category is set to remain strong over the forecast period

Increasing urbanisation and greater entry of female employees to the workplace will lead to greater demand for convenient disposable nappies/diapers

Greater distribution and marketing will help increase awareness and accessibility

CATEGORY DATA

Table 24 Retail Sales of Nappies/Diapers/Pants by Category: Value 2015-2020
Table 25 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2015-2020
Table 26 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2016-2020
Table 27 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2017-2020
Table 28 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2020-2025
Table 29 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2020-2025

Wipes in Pakistan

KEY DATA FINDINGS

2020 IMPACT

Notable upturn in demand for wipes in 2020 due to home seclusion trend and greater personal hygiene awareness

Rose Petal’s new launch could pave way for penetration of all purpose cleaning wipes

Multinationals continue to lead fragmented competitive landscape dominated by small regional brands

RECOVERY AND OPPORTUNITIES

Dip in demand in 2021 after stockpiling during pandemic but wipes still offers potential for further growth, particularly for brands with antibacterial claims

Stronger performance by cosmetics wipes driven by urban households and return to the workplace

E-commerce offers further potential for growth, albeit from low base

CATEGORY DATA

Table 30 Retail Sales of Wipes by Category: Value 2015-2020
Table 31 Retail Sales of Wipes by Category: % Value Growth 2015-2020
Table 32 NBO Company Shares of Retail Wipes: % Value 2016-2020
Table 33 LBN Brand Shares of Retail Wipes: % Value 2017-2020
Table 34 Forecast Retail Sales of Wipes by Category: Value 2020-2025
Table 35 Forecast Retail Sales of Wipes by Category: % Value Growth 2020-2025

Away-From-Home Tissue and Hygiene in Pakistan

KEY DATA FINDINGS

2020 IMPACT

Significant declines for AFH tissue in 2020 due to lockdown and closure of dominant horeca channel

AFH toilet paper and napkins remain dominant types

Local player Packages Ltd has notable strength in both AFH and retail tissue

RECOVERY AND OPPORTUNITIES

Upturn in demand predicted from 2021 onwards, but full recovery unlikely until 2024

Preventative health trend likely to support greater demand over forecast period

Growing influence of the West will continue to drive demand for specific AFH tissue products and a move away from traditional methods

CATEGORY DATA

Table 36 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2015-2020
Table 37 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 38 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2015-2020
Table 39 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2020
Table 40 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: Value 2020-2025
Table 41 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: % Value Growth 2020-2025

Retail Adult Incontinence in Pakistan

2020 IMPACT

Retail Tissue in Pakistan

KEY DATA FINDINGS

2020 IMPACT

Stockpiling and home seclusion trend result in notable upturn in demand for retail tissue in 2020

Strong volume growth for boxed facial tissues supported by preventative health trend

Local player Packages Ltd strengthens dominance in 2020 but Turkish company Hayat continues to make impressive gains

RECOVERY AND OPPORTUNITIES

Dip in demand predicted for 2021 following stockpiling and home seclusion trend previous year

Increasing hygiene awareness and rising urbanisation to drive further expansion of category

Toilet paper will remain largest volume category supported by further penetration of flushable toilets

CATEGORY DATA

Table 42 Retail Sales of Tissue by Category: Value 2015-2020
Table 43 Retail Sales of Tissue by Category: % Value Growth 2015-2020
Table 44 NBO Company Shares of Retail Tissue: % Value 2016-2020
Table 45 LBN Brand Shares of Retail Tissue: % Value 2017-2020
Table 46 Forecast Retail Sales of Tissue by Category: Value 2020-2025
Table 47 Forecast Retail Sales of Tissue by Category: % Value Growth 2020-2025

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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

Company response

Retailing shift

What next for tissue and hygiene?

Samples

Overview

Why buy this report?

Samples: FAQs about samples

Want to find out more about this report?

Table of Contents

Tissue and Hygiene in Pakistan

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Company response

Retailing shift

What next for tissue and hygiene?

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Sanitary Protection in Pakistan

KEY DATA FINDINGS

2020 IMPACT

Stockpiling by consumers during initial stages of lockdown boosts demand for sanitary protection in 2020

Further expansion of target audience, increasing education and greater hygiene awareness generally support further growth of sanitary protection in Pakistan

Procter & Gamble retains overall dominance of sanitary protection in 2020

RECOVERY AND OPPORTUNITIES

Sanitary protection offers further growth potential due to ongoing expansion of target audience

Further education and increasing hygiene awareness will be supporting factors in expanding category

Expanding distribution will support greater accessibility and product awareness

CATEGORY DATA

Nappies/Diapers/Pants in Pakistan

KEY DATA FINDINGS

2020 IMPACT

Initial stockpiling and home seclusion trend boosts demand for nappies/diaper/pants in 2020

E-commerce continues to expand, driven by convenience of home delivery and competitive prices

Procter & Gamble’s Pampers remains convincing leader but smaller brands are continuing to gain in popularity

RECOVERY AND OPPORTUNITIES

Despite slowdown in 2021, demand for category is set to remain strong over the forecast period

Increasing urbanisation and greater entry of female employees to the workplace will lead to greater demand for convenient disposable nappies/diapers

Greater distribution and marketing will help increase awareness and accessibility

CATEGORY DATA

Wipes in Pakistan

KEY DATA FINDINGS

2020 IMPACT

Notable upturn in demand for wipes in 2020 due to home seclusion trend and greater personal hygiene awareness

Rose Petal’s new launch could pave way for penetration of all purpose cleaning wipes

Multinationals continue to lead fragmented competitive landscape dominated by small regional brands

RECOVERY AND OPPORTUNITIES

Dip in demand in 2021 after stockpiling during pandemic but wipes still offers potential for further growth, particularly for brands with antibacterial claims

Stronger performance by cosmetics wipes driven by urban households and return to the workplace

E-commerce offers further potential for growth, albeit from low base

CATEGORY DATA

Away-From-Home Tissue and Hygiene in Pakistan

KEY DATA FINDINGS

2020 IMPACT

Significant declines for AFH tissue in 2020 due to lockdown and closure of dominant horeca channel

AFH toilet paper and napkins remain dominant types

Local player Packages Ltd has notable strength in both AFH and retail tissue

RECOVERY AND OPPORTUNITIES

Upturn in demand predicted from 2021 onwards, but full recovery unlikely until 2024

Preventative health trend likely to support greater demand over forecast period

Growing influence of the West will continue to drive demand for specific AFH tissue products and a move away from traditional methods

CATEGORY DATA

Retail Adult Incontinence in Pakistan

2020 IMPACT

Retail Tissue in Pakistan

KEY DATA FINDINGS

2020 IMPACT

Stockpiling and home seclusion trend result in notable upturn in demand for retail tissue in 2020