Retail tissue and hygiene benefited from the outbreak of Coronavirus (COVID-19) in 2020, as the pandemic increased awareness of the importance of hygiene and cleanliness to offer resistance to the virus. The spikes in volume growth in retail tissue in 2020 were followed by decreases in 2021, although market sizes remained higher than in 2019.
Despite strong retail volume sales growth, the per capita consumption of tissue and hygiene products remained very low in Pakistan in 2022, compared with more developed countries. In light of high prices, many consumers have long considered tissue and hygiene products to be luxury, not essential items.
Tissue and hygiene remained consolidated with a few international companies dominating the competitive landscape of retail hygiene. However, local companies, led by Packages Ltd, led retail and AFH tissue, while more local branded players are emerging.
Tissue and hygiene products in Pakistan are sold through a variety of modern and traditional retail channels, although small local grocers dominates retail value sales across retail tissue and hygiene. The increasing demand for tissue and hygiene products has compelled manufacturers to invest in retail penetration and widen their distribution networks.
Strong retail volume and value (constant 2022 prices) growth is projected for tissue and hygiene over the forecast period. With higher disposable income levels, accelerating urbanisation and the adoption of Western habits, more people are anticipated to purchase tissue and hygiene products.
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Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Pakistan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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.See All of Our Definitions
This report originates from Passport, our Tissue and Hygiene research and analysis database.
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