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Country Report

Tissue and Hygiene in

Tissue and Hygiene in Saudi Arabia

Mar 2021

US$2,650

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Executive Summary

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COVID-19 impact on tissue and hygiene

As in many parts of the world, COVID-19 had a notable impact on tissue and hygiene in Saudi Arabia in 2020. Retail tissue and hygiene performed relatively well due to increased consumer awareness of and demand for cleanliness and hygiene, which contributed to growth in wipes and retail tissue, for instance.

COVID-19 country impact

Saudi Arabia locked down the capital Riyadh and its Islamic holy cities of Makkah and Madinah from 25 March 2020. With the borders of the cities closed and a 24-hour curfew in place, travel restrictions were also imposed on 13 regions.

Company response

Modern Products maintained its lead in retail tissue and hygiene in 2020. This is the local representative of The Procter & Gamble Co in the country, offering the well-known international brands Pampers and Always/Whisper.

Retailing shift

Hypermarkets and supermarkets remained the leading distribution channels for retail tissue and hygiene products in 2020, together accounting for more than half of sales, and they continued to see slight increases in their value shares. During the COVID-19 pandemic, many consumers preferred to visit major retailers to stock up on all necessities at once to minimise trips outside of the home.

What next for tissue and hygiene?

Retail tissue and hygiene is set to see increasing normalisation in 2021 and beyond, as COVID-19 comes under control thanks to social distancing, mask-wearing and the rollout of vaccines. However, having witnessed a pandemic on such a scale, it seems highly unlikely that all consumers will go back to their old routines immediately.

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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 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.

If you're in the Tissue and Hygiene industry in Saudi Arabia, 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 Saudi Arabia for free:

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.

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Tissue and Hygiene in Saudi Arabia

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Company response

Retailing shift

What next for tissue and hygiene?

Chart 1 Retail Tissue and Hygiene Value Sales Growth Scenarios: 2018-2025
Chart 2 Retail Tissue and Hygiene Impact of Drivers on Value Sales: 2018-2025

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 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2015-2020
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2015-2020
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2020
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2020-2025
Table 18 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 Saudi Arabia

KEY DATA FINDINGS

2020 IMPACT

Dynamic value increase due to VAT increase rather than COVID-19

Towels remains the dominant category

Developments focus on efficacy and comfort rather than environmental concern

RECOVERY AND OPPORTUNITIES

Growth in the consumer base will ensure a continued rise in sales

Pantyliners to maintain the highest growth, but standard towels will remain dominant

Greater interest in reusable products, although little impact expected on sanitary protection

CATEGORY DATA

Table 19 Retail Sales of Sanitary Protection by Category: Value 2015-2020
Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2015-2020
Table 21 NBO Company Shares of Retail Sanitary Protection: % Value 2016-2020
Table 22 LBN Brand Shares of Retail Sanitary Protection: % Value 2017-2020
Table 23 Forecast Retail Sales of Sanitary Protection by Category: Value 2020-2025
Table 24 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2020-2025

Nappies/Diapers/Pants in Saudi Arabia

KEY DATA FINDINGS

2020 IMPACT

Sales rise despite the falling number of children aged under three

Some parents try out disposable pants during home seclusion

Baby Joy and Pampers together maintain their dominance

RECOVERY AND OPPORTUNITIES

Potential launch of reusable products due to lower incomes for some consumers

Continued growth, with quality products demanded by parents

E-commerce expected to maintain its share growth

CATEGORY DATA

Table 25 Retail Sales of Nappies/Diapers/Pants by Category: Value 2015-2020
Table 26 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2015-2020
Table 27 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2016-2020
Table 28 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2017-2020
Table 29 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2020-2025
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2020-2025

Retail Adult Incontinence in Saudi Arabia

KEY DATA FINDINGS

2020 IMPACT

Moderate/heavy adult incontinence continues to dominate due to efficacy

E-commerce grows due to COVID-19 and embarrassment

Tena declines as consumers switch to more affordable local brands

RECOVERY AND OPPORTUNITIES

Growth set to be maintained due to the rising consumer base

Wider availability will contribute to growth and lead to shifts in distribution

Factors such as price, embarrassment and use of alternatives will hinder growth

CATEGORY DATA

Table 31 Sales of Retail Adult Incontinence by Category: Value 2015-2020
Table 32 Sales of Retail Adult Incontinence by Category: % Value Growth 2015-2020
Table 33 NBO Company Shares of Retail Adult Incontinence: % Value 2016-2020
Table 34 LBN Brand Shares of Retail Adult Incontinence: % Value 2017-2020
Table 35 Forecast Sales of Retail Adult Incontinence by Category: Value 2020-2025
Table 36 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2020-2025

Wipes in Saudi Arabia

KEY DATA FINDINGS

2020 IMPACT

Home care wipes performs well as consumers maintain hygiene in the home

New launches in baby wipes, but not all categories perform well in personal wipes

New launches in baby wipes change the competitive landscape

RECOVERY AND OPPORTUNITIES

All purpose cleaning wipes set to lose much of the gains from 2020

Personal wipes is expected to perform well, thanks to baby wipes

A move towards more natural and eco-friendly products expected

CATEGORY DATA

Table 37 Retail Sales of Wipes by Category: Value 2015-2020
Table 38 Retail Sales of Wipes by Category: % Value Growth 2015-2020
Table 39 NBO Company Shares of Retail Wipes: % Value 2016-2020
Table 40 LBN Brand Shares of Retail Wipes: % Value 2017-2020
Table 41 Forecast Retail Sales of Wipes by Category: Value 2020-2025
Table 42 Forecast Retail Sales of Wipes by Category: % Value Growth 2020-2025

Retail Tissue in Saudi Arabia

KEY DATA FINDINGS

2020 IMPACT

Boxed facial tissues maintains its dominance and growth

Dynamism for e-commerce in a fragmented distribution environment

Sterilised tissues help Fine extend its lead

RECOVERY AND OPPORTUNITIES

Solid growth expected to continue as better hygiene habits are established

Dominance of boxed facial tissues set to continue

Continued product innovation expected, to maintain consumers’ interest

CATEGORY DATA

Table 43 Retail Sales of Tissue by Category: Value 2015-2020
Table 44 Retail Sales of Tissue by Category: % Value Growth 2015-2020
Table 45 NBO Company Shares of Retail Tissue: % Value 2016-2020
Table 46 LBN Brand Shares of Retail Tissue: % Value 2017-2020
Table 47 Forecast Retail Sales of Tissue by Category: Value 2020-2025
Table 48 Forecast Retail Sales of Tissue by Category: % Value Growth 2020-2025

Away-From-Home Tissue and Hygiene in Saudi Arabia

KEY DATA FINDINGS

2020 IMPACT

AFH hygiene maintains dynamic growth due to rising hospital admissions

Strong volume decline for AFH tissue due to disruption to businesses and horeca

Fine Solutions and Kleenex extend their lead as smaller players struggle

RECOVERY AND OPPORTUNITIES

Continued growth for AFH hygiene along with the rising elderly population

Slow recovery forecast for AFH tissue

Horeca will maintain its dominance as customer service is improved

CATEGORY DATA

Table 49 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2015-2020
Table 50 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 51 Sales of Away-From-Home Paper Towels by Type: % Value 2015-2020
Table 52 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2015-2020
Table 53 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2015-2020
Table 54 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2015-2020
Table 55 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2015-2020
Table 56 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2019
Table 57 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2020-2025
Table 58 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2020-2025

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Megatrends

Country Report

Tissue and Hygiene in Saudi Arabia

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 Saudi Arabia

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 Saudi Arabia

KEY DATA FINDINGS

2020 IMPACT

Dynamic value increase due to VAT increase rather than COVID-19

Towels remains the dominant category

Developments focus on efficacy and comfort rather than environmental concern

RECOVERY AND OPPORTUNITIES

Growth in the consumer base will ensure a continued rise in sales

Pantyliners to maintain the highest growth, but standard towels will remain dominant

Greater interest in reusable products, although little impact expected on sanitary protection

CATEGORY DATA

Nappies/Diapers/Pants in Saudi Arabia

KEY DATA FINDINGS

2020 IMPACT

Sales rise despite the falling number of children aged under three

Some parents try out disposable pants during home seclusion

Baby Joy and Pampers together maintain their dominance

RECOVERY AND OPPORTUNITIES

Potential launch of reusable products due to lower incomes for some consumers

Continued growth, with quality products demanded by parents

E-commerce expected to maintain its share growth

CATEGORY DATA

Retail Adult Incontinence in Saudi Arabia

KEY DATA FINDINGS

2020 IMPACT

Moderate/heavy adult incontinence continues to dominate due to efficacy

E-commerce grows due to COVID-19 and embarrassment

Tena declines as consumers switch to more affordable local brands

RECOVERY AND OPPORTUNITIES

Growth set to be maintained due to the rising consumer base

Wider availability will contribute to growth and lead to shifts in distribution

Factors such as price, embarrassment and use of alternatives will hinder growth

CATEGORY DATA

Wipes in Saudi Arabia

KEY DATA FINDINGS

2020 IMPACT

Home care wipes performs well as consumers maintain hygiene in the home

New launches in baby wipes, but not all categories perform well in personal wipes

New launches in baby wipes change the competitive landscape

RECOVERY AND OPPORTUNITIES

All purpose cleaning wipes set to lose much of the gains from 2020

Personal wipes is expected to perform well, thanks to baby wipes

A move towards more natural and eco-friendly products expected

CATEGORY DATA

Retail Tissue in Saudi Arabia

KEY DATA FINDINGS

2020 IMPACT

Boxed facial tissues maintains its dominance and growth

Dynamism for e-commerce in a fragmented distribution environment

Sterilised tissues help Fine extend its lead