Executive Summary

Mar 2019
Growth continues to slow amidst economic reforms and rising living costs

With Saudisation in full swing in 2018, as well as the rise in the expat dependent levy and increasing living costs, such as electricity prices, the migration among a number of expat populations from the country steadily continued and primarily formed the reason for a slowdown across all fmcg industries, including tissue and hygiene. The slowdown in growth was also a consequence of consumers trying to control and optimise their spending habits across all areas of the retail industry due to restricted disposable income.

Changing consumer shopping behaviour in Saudi Arabia

The current economic fluctuation has stimulated more refined shopping behaviour among consumers in Saudi Arabia. Previously, it was a normal trend and often a cultural habit among consumers for pantry-filling and buying surplus products during every visit to a store.

International brands continue to lead the Saudi Arabian tissue and hygiene market

The Saudi Arabian tissue and hygiene market is populated with long-standing international brands that have found favour with local consumers due to their high quality, product innovation and wide ranges. These brands continue to lead the market amidst the economic reform thanks to intensifying their marketing strategies, which includes offering their product ranges in promotions and attractive value deals.

Discounters gaining a foothold in tissue and hygiene

While supermarkets and hypermarkets remain the leading channels for sales of tissue and hygiene products due to consumers’ preferences for doing their grocery shopping in such stores and the widespread geographical presence of supermarkets and hypermarkets in the country, discounters have been slowly attracting footfall in Saudi Arabia in this industry. Discounters offer tissue and hygiene products at a cost of SAR5 to SAR20.

Tissue and hygiene to see a slowdown in growth over forecast period

Due to the changing demographic and economic factors affecting the actual number of consumers in the country over the forecast period, the tissue and hygiene market will see a slowdown in the growth compared to the review period. However, growth will still be seen due to improved product features, new product developments and massive promotional campaigns that include digital media communication.

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Tissue and Hygiene in Saudi Arabia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Tissue and Hygiene industry in Saudi Arabia 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.

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The Tissue and Hygiene in Saudi Arabia 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 Saudi Arabia?
  • What are the major brands in Saudi Arabia?
  • 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 Saudi Arabia

EXECUTIVE SUMMARY

Growth continues to slow amidst economic reforms and rising living costs
Changing consumer shopping behaviour in Saudi Arabia
International brands continue to lead the Saudi Arabian tissue and hygiene market
Discounters gaining a foothold in tissue and hygiene
Tissue and hygiene to see a slowdown in growth over forecast period

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 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Away-From-Home Tissue and Hygiene in Saudi Arabia

HEADLINES

PROSPECTS

New mega development projects to support the growth of AFH tissue and hygiene
Annual rise in religious tourism supports AFH tissue sales growth in Saudi Arabia
AFH napkins records highest sales growth driven by expanding food industry

COMPETITIVE LANDSCAPE

Fine Solutions leads sales of AFH tissue and hygiene

CATEGORY DATA

Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2013-2018
Table 20 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 21 Sales of Away-From-Home Paper Towels by Type: % Value 2014-2018
Table 22 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2013-2018
Table 23 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2013-2018
Table 24 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2013-2018
Table 25 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2013-2018
Table 26 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2018
Table 27 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2018-2023
Table 28 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2018-2023

Nappies/Diapers/Pants in Saudi Arabia

HEADLINES

PROSPECTS

Nappies/diapers records negative growth in 2018
Below-the-line marketing gaining prominence as most effective medium for the category
Trends determining the sale of nappies/diapers/pants in Saudi Arabia

COMPETITIVE LANDSCAPE

Unicharm Gulf Hygienic Industries Ltd leads nappies/diapers/pants
International brands dominate nappies/diapers/pants
Supermarkets the favourite outlet for purchasing nappies/diapers/pants

CATEGORY DATA

Table 29 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018
Table 30 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2013-2018
Table 31 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2014-2018
Table 32 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-2018
Table 33 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 34 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023

Retail Adult Incontinence in Saudi Arabia

HEADLINES

PROSPECTS

Sales value decreases in retail adult incontinence
Moderate/heavy incontinence products dominate the category
Key trends in retail adult continence in Saudi Arabia

COMPETITIVE LANDSCAPE

Zimmo Trading Company continues to lead
Domestic brands dominate the adult incontinence category
Health and beauty specialist retailers the biggest channel

CATEGORY DATA

Table 35 Sales of Retail Adult Incontinence by Category: Value 2013-2018
Table 36 Sales of Retail Adult Incontinence by Category: % Value Growth 2013-2018
Table 37 NBO Company Shares of Retail Adult Incontinence: % Value 2014-2018
Table 38 LBN Brand Shares of Retail Adult Incontinence: % Value 2015-2018
Table 39 Forecast Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 40 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023

Retail Tissue in Saudi Arabia

HEADLINES

PROSPECTS

Retail tissue continues to see slow growth in 2018
Pricing and promotions drive tissue sales in the country
Trends and challenges in retail tissue in Saudi Arabia

COMPETITIVE LANDSCAPE

Hygienic Paper Co Ltd (Fine) leads sales of retail tissue in 2018
Strong competition between domestic and international players
Hypermarkets and supermarkets the main distribution channels in 2018

CATEGORY DATA

Table 41 Retail Sales of Tissue by Category: Value 2013-2018
Table 42 Retail Sales of Tissue by Category: % Value Growth 2013-2018
Table 43 NBO Company Shares of Retail Tissue: % Value 2014-2018
Table 44 LBN Brand Shares of Retail Tissue: % Value 2015-2018
Table 45 Forecast Retail Sales of Tissue by Category: Value 2018-2023
Table 46 Forecast Retail Sales of Tissue by Category: % Value Growth 2018-2023

Sanitary Protection in Saudi Arabia

HEADLINES

PROSPECTS

Value and economy pack sizes frequently seen on store shelves in Saudi Arabia
Standard towels continues to account for the highest value sales in sanitary protection
Sustainability and its awareness surrounding sanitary protection products in Saudi Arabia

COMPETITIVE LANDSCAPE

Modern Products Co continues to lead sanitary protection
International brands dominate sales
Supermarkets/hypermarkets holds the biggest share of sanitary protection sales

CATEGORY DATA

Table 47 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 48 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 49 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 50 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 51 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 52 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Wipes in Saudi Arabia

HEADLINES

PROSPECTS

Personal wipes continue to see value growth in 2018
All-purpose cleaning wipes record strong growth in 2018
Low potential demand for moist toilet wipes in Saudi Arabia

COMPETITIVE LANDSCAPE

Arabian Trading Supplies maintains its leading position in 2018
International brands dominate wipes in Saudi Arabia
Supermarkets the leading retail channel for wipes

CATEGORY DATA

Table 53 Retail Sales of Wipes by Category: Value 2013-2018
Table 54 Retail Sales of Wipes by Category: % Value Growth 2013-2018
Table 55 NBO Company Shares of Retail Wipes: % Value 2014-2018
Table 56 LBN Brand Shares of Retail Wipes: % Value 2015-2018
Table 57 Forecast Retail Sales of Wipes by Category: Value 2018-2023
Table 58 Forecast Retail Sales of Wipes by Category: % Value Growth 2018-2023