Rising awareness of hygiene amongst consumers, rapid urbanisation and a growing middle-income group with increasing disposable incomes are factors that have collaboratively resulted in the growth of tissue and hygiene in Pakistan in 2021. With increasing advertising and promotional activities by manufacturers, consumers are also becoming more aware of branded tissue and hygiene products and can easily access them due to improving distribution networks and retail penetration of brands in the country.
The per capita consumption of tissue and hygiene products is very low in Pakistan compared with developed countries as consumers have always considered tissue and hygiene products to be luxury, not essential items. Consumers therefore prefer low cost, multi-purpose and reusable alternatives such as cloth for all their hygiene needs.
The competitive environment in tissue and hygiene remained largely consolidated, with a handful of manufacturers leading a number tissue and hygiene categories. However, despite the leadership of international manufacturers, new and domestic manufacturers were active in their brand building efforts over the review period and have acquired comparable value shares in many categories.
Traditionally, health and beauty specialist retailers accounted for the leading share of value sales of tissue and hygiene products in Pakistan as they predominantly sold these products. This was also because purchasing tissue and hygiene products such as sanitary protection openly was considered a taboo and so availability was restricted to female-focused market places and beauty specialists.
Further growth of tissue and hygiene in Pakistan is expected in the period to 2026. Women are the primary target for tissue and hygiene products in the country and marketing communications by leading manufacturers such as Procter & Gamble Pakistan are almost always directed towards women as they are either direct consumers of tissues, tableware, wipes, paper towels, sanitary towels etc, or customers of nappies/diapers/pants for their children.
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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 DefinitionsThis report originates from Passport, our Tissue and Hygiene research and analysis database.
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