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Learn moreJun 2020
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COVID-19 has had a generally positive impact on sales of retail tissue and hygiene, with retail tissue seeing greater demand resulting from home seclusion and the desire to adopt greater hygiene practices in view of the infectious nature of the virus. Retail tissue in Saudi Arabia saw minimal impact from stockpiling at the start of the pandemic, but it has experienced a significant boost from Saudi Arabia’s series of lockdowns, curfew and travel restrictions which resulted in more people – men and women, employed outside home or not – staying home and consuming greater quantities of retail tissue products than before.
As of 13 May 2020, Saudi Arabia had seen 273 deaths due to COVID-19 and 44,830 cases. Saudi Arabia locked down the capital Riyadh and its Islamic holy cities of Makkah and Madinah from 25 March.
Among the key developments noted in the tissue and hygiene market in 2019 was an increase in disposable household income thanks to a surge in Saudi employment that allowed consumers to show some affection for premium products. The market was swamped with exotic and soft new launches trying to pamper the senses.
Multinational brands continued to play leading roles in Saudi Arabia’s retail tissue and hygiene market in 2019, as they have long been favoured by local consumers that appreciate their wide product ranges, high quality and product innovation. Global brands, such as Always and Kotex in sanitary protection, Tena in retail adult incontinence, Pampers and Baby Joy in nappies/diapers, Dettol and Johnson’s Baby in wipes and Kleenex in retail tissue continued to lead the market amidst Saudi Arabia’s economic reform thanks to intensified sales strategies that included offering their product ranges in promotions and attractive value deals and marketing strategies focused on digital media.
Over the forecast period, tissue and hygiene is expected to perform well, with growth of some categories ongoing in line with pre-COVID-19 trends, others peaking in 2020-2021 then starting to slightly slow down, and most maintaining a similar growth level to what we are seeing in 2020. Sanitary protection and adult retail incontinence, which were among the categories least affected by the pandemic-related lockdowns and travel disruptions, will maintain steady growth, as they are essential hygiene products.
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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:
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This industry report originates from Passport, our Tissue and Hygiene market research database.
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.