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Country Report

Tissue and Hygiene in

Tissue and Hygiene in Saudi Arabia

Jun 2020

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Executive Summary

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COVID-19 impact on tissue and hygiene

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.

COVID-19 country impact

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.

Key developments in 2019 include a plethora of new value-added product launches and intensified in-store and online marketing efforts to boost their sales

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 continue to play leading roles in retail tissue and hygiene, but private label and local brands are working hard to gain more traction

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.

Prospects look positive, despite COVID-19 and drop in oil prices

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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Tissue and Hygiene Sample Report Tissue and Hygiene Sample Data

Overview

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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

Key developments in 2019 include a plethora of new value-added product launches and intensified in-store and online marketing efforts to boost their sales

Multinational brands continue to play leading roles in retail tissue and hygiene, but private label and local brands are working hard to gain more traction

Prospects look positive, despite COVID-19 and drop in oil prices

Chart 1 Tissue and Hygiene Value Sales Growth Scenarios: 2017-2024
Chart 2 Tissue and Hygiene Impact of Soft Drivers on Value Sales: 2016-2024

MARKET INDICATORS

Table 1 Birth Rates 2014-2019
Table 2 Infant Population 2014-2019
Table 3 Female Population by Age 2014-2019
Table 4 Total Population by Age 2014-2019
Table 5 Households 2014-2019
Table 6 Forecast Infant Population 2019-2024
Table 7 Forecast Female Population by Age 2019-2024
Table 8 Forecast Total Population by Age 2019-2024
Table 9 Forecast Households 2019-2024

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2014-2019
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2015-2019
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2016-2019
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2014-2019
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2014-2019
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2019
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Sanitary Protection in Saudi Arabia

HEADLINES

PRE-COVID-19 PERFORMANCE

Standard towels with wings continues to account for highest share of sales, but pantyliners and slim/ultra-thin products see higher growth in 2019

Reusable menstrual cups are unavailable in stores and seldom offered online in Saudi Arabia, but Vision 2030 and rising interest in sustainability could change that

Fam launches extensive online educational campaign to promote Fam Protect, a crossover sanitary protection protection/bladder leakage product, in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within sanitary protection

Recovery and opportunities

CATEGORY DATA

Table 19 Retail Sales of Sanitary Protection by Category: Value 2014-2019
Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2014-2019
Table 21 NBO Company Shares of Retail Sanitary Protection: % Value 2015-2019
Table 22 LBN Brand Shares of Retail Sanitary Protection: % Value 2016-2019
Table 23 Forecast Retail Sales of Sanitary Protection by Category: Value 2019-2024
Table 24 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2019-2024

Nappies/Diapers/Pants in Saudi Arabia

HEADLINES

PRE-COVID-19 PERFORMANCE

While overall category value sales continue to decline in 2019, strong educational promotion efforts help disposable pants see higher growth in 2019

Pampers partners with Saudi Paediatric Association perform community service that delivers a million preemie diapers to hospitals across Saudi Arabia in 2019

Bambi maintains multifaceted digital marketing campaign, Huggies expands its disposable diapers range and Pureborn is the first to offer organic diapers in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within nappies/diapers/pants

Recovery and opportunities

CATEGORY DATA

Table 25 Retail Sales of Nappies/Diapers/Pants by Category: Value 2014-2019
Table 26 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2014-2019
Table 27 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2015-2019
Table 28 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2016-2019
Table 29 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024

Retail Adult Incontinence in Saudi Arabia

HEADLINES

PRE-COVID-19 PERFORMANCE

Moderate/heavy adult incontinence products dominate sales, while light adult incontinence remains in an introductory phase in 2019

Cultural taboos still deter the majority of women from seeking medical advice for incontinence in 2019, so many opt to use feminine hygiene products instead

Tena remains the leading brand, but Fine increases its market penetration, shelf space and further boosts its performance with an online store in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within retail adult incontinence

Recovery and opportunities

CATEGORY DATA

Table 31 Sales of Retail Adult Incontinence by Category: Value 2014-2019
Table 32 Sales of Retail Adult Incontinence by Category: % Value Growth 2014-2019
Table 33 NBO Company Shares of Retail Adult Incontinence: % Value 2015-2019
Table 34 LBN Brand Shares of Retail Adult Incontinence: % Value 2016-2019
Table 35 Forecast Sales of Retail Adult Incontinence by Category: Value 2019-2024
Table 36 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024

Wipes in Saudi Arabia

HEADLINES

PRE-COVID-19 PERFORMANCE

Personal wipes maintains the strongest growth, but all wipes categories continue to gain traction in line with changing lifestyles in 2019

Both international and domestic brands focus on adding value such as higher water concentration in baby wipes and 100% viscose facial cleansing wipes

Greater penetration of wipes in the marketplace boosts growth of wipes in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within wipes

Recovery and opportunities

CATEGORY DATA

Table 37 Retail Sales of Wipes by Category: Value 2014-2019
Table 38 Retail Sales of Wipes by Category: % Value Growth 2014-2019
Table 39 NBO Company Shares of Retail Wipes: % Value 2015-2019
Table 40 LBN Brand Shares of Retail Wipes: % Value 2016-2019
Table 41 Forecast Retail Sales of Wipes by Category: Value 2019-2024
Table 42 Forecast Retail Sales of Wipes by Category: % Value Growth 2019-2024

Retail Tissue in Saudi Arabia

HEADLINES

PRE-COVID-19 PERFORMANCE

Mature market, with very high per capita consumption, is characterised by price promotion, slowing value growth in 2019

Three leading players – two domestic, one international – account for the majority of retail tissue sales in 2019

In 2019, all three leading players introduce innovative retail tissue products to gain higher value share in a mature category

2020 AND BEYOND

COVID-19 impact

Affected products within retail tissue

Recovery and opportunities

CATEGORY DATA

Table 43 Retail Sales of Tissue by Category: Value 2014-2019
Table 44 Retail Sales of Tissue by Category: % Value Growth 2014-2019
Table 45 NBO Company Shares of Retail Tissue: % Value 2015-2019
Table 46 LBN Brand Shares of Retail Tissue: % Value 2016-2019
Table 47 Forecast Retail Sales of Tissue by Category: Value 2019-2024
Table 48 Forecast Retail Sales of Tissue by Category: % Value Growth 2019-2024

Away-From-Home Tissue and Hygiene in Saudi Arabia

HEADLINES

PRE-COVID-19 PERFORMANCE

Saudi Arabia opens its doors to foreign tourists for the first time in 2019, anticipating a boost in tourism that could drive growth of AFH tissue and hygiene

Huge development opportunities seen for the hospitality industry in 2019

Leading local brand Fine Solutions expands its presence in the AFH industry, while Kimberly-Clark’s premium brands gain inroads with growth of luxury hotels in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within away-from-home tissue and hygiene

Recovery and opportunities

CATEGORY DATA

Table 49 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2014-2019
Table 50 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2014-2019
Table 51 Sales of Away-From-Home Paper Towels by Type: % Value 2015-2019
Table 52 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2014-2019
Table 53 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2014-2019
Table 54 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2014-2019
Table 55 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2014-2019
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 2019-2024
Table 58 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024

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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

Key developments in 2019 include a plethora of new value-added product launches and intensified in-store and online marketing efforts to boost their sales

Multinational brands continue to play leading roles in retail tissue and hygiene, but private label and local brands are working hard to gain more traction

Prospects look positive, despite COVID-19 and drop in oil prices

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

Key developments in 2019 include a plethora of new value-added product launches and intensified in-store and online marketing efforts to boost their sales

Multinational brands continue to play leading roles in retail tissue and hygiene, but private label and local brands are working hard to gain more traction

Prospects look positive, despite COVID-19 and drop in oil prices

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Sanitary Protection in Saudi Arabia

HEADLINES

PRE-COVID-19 PERFORMANCE

Standard towels with wings continues to account for highest share of sales, but pantyliners and slim/ultra-thin products see higher growth in 2019

Reusable menstrual cups are unavailable in stores and seldom offered online in Saudi Arabia, but Vision 2030 and rising interest in sustainability could change that

Fam launches extensive online educational campaign to promote Fam Protect, a crossover sanitary protection protection/bladder leakage product, in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within sanitary protection

Recovery and opportunities

CATEGORY DATA

Nappies/Diapers/Pants in Saudi Arabia

HEADLINES

PRE-COVID-19 PERFORMANCE

While overall category value sales continue to decline in 2019, strong educational promotion efforts help disposable pants see higher growth in 2019

Pampers partners with Saudi Paediatric Association perform community service that delivers a million preemie diapers to hospitals across Saudi Arabia in 2019

Bambi maintains multifaceted digital marketing campaign, Huggies expands its disposable diapers range and Pureborn is the first to offer organic diapers in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within nappies/diapers/pants

Recovery and opportunities

CATEGORY DATA

Retail Adult Incontinence in Saudi Arabia

HEADLINES

PRE-COVID-19 PERFORMANCE

Moderate/heavy adult incontinence products dominate sales, while light adult incontinence remains in an introductory phase in 2019

Cultural taboos still deter the majority of women from seeking medical advice for incontinence in 2019, so many opt to use feminine hygiene products instead

Tena remains the leading brand, but Fine increases its market penetration, shelf space and further boosts its performance with an online store in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within retail adult incontinence

Recovery and opportunities

CATEGORY DATA

Wipes in Saudi Arabia

HEADLINES

PRE-COVID-19 PERFORMANCE

Personal wipes maintains the strongest growth, but all wipes categories continue to gain traction in line with changing lifestyles in 2019

Both international and domestic brands focus on adding value such as higher water concentration in baby wipes and 100% viscose facial cleansing wipes

Greater penetration of wipes in the marketplace boosts growth of wipes in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within wipes

Recovery and opportunities

CATEGORY DATA

Retail Tissue in Saudi Arabia

HEADLINES

PRE-COVID-19 PERFORMANCE

Mature market, with very high per capita consumption, is characterised by price promotion, slowing value growth in 2019

Three leading players – two domestic, one international – account for the majority of retail tissue sales in 2019

In 2019, all three leading players introduce innovative retail tissue products to gain higher value share in a mature category