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Country Report

Tissue and Hygiene in

Tissue and Hygiene in South Africa

Mar 2019

US$2,650

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Executive Summary

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Despite challenges and declining consumer spending, tissue and hygiene performs reasonably well

With South Africa entering a technical recession in its second quarter, many industries struggled to perform up to their standards as consumer spending declined and prices of imported raw materials increased. However, tissue and hygiene performed relatively well despite these challenges.

Announcement of VAT exemption on sanitary protection products warmly received after years of lobbying

Although the country was hit by a technical recession in its second quarter, there was some cause for joy, especially for the female population. After years of lobbying by women in parliament, academics and other relevant civil society organisations calling for the abolishment of VAT on sanitary protection products for women, their calls were answered in April with the finance minister announcing that these products will be exempt from the 15% VAT.

Product diversification, expansion and investment by domestic players bodes well for competition

Private label offerings remain popular in South Africa as cash-strapped consumers trade down to these products. In addition, interesting developments in sanitary protection and nappies/diapers were evident as local players gained shares in highly competitive product categories.

Store-based retailing remains the main channel for the majority of South African consumers

Store-based retailing remains by far the leading point of purchase for South African consumers, as many frequent supermarkets or traditional grocery retailers daily. The most popular channel remains supermarkets, with this channel highlighted by frequent specials and promotions.

Players to continue with price promotions and product diversification in the face of constrained economic growth

As South Africans continue to face financial limitations due to constrained economic growth, it is anticipated that leading players and retailers will continue to promote their products via price promotions and various product claims and differentiators in order to stimulate sales growth and combat inflationary obstacles over the forecast period. With regards to specific product categories, in sanitary protection it is anticipated that economy brands are likely to benefit the most from the recent tax exemption announcement, although the positive effects of the exemption, namely lower average unit prices, are more likely to be evident over the medium to long term as raw material costs must still be covered.

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Tissue and Hygiene Sample Report Tissue and Hygiene Sample Data

Overview

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.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Tissue and Hygiene industry in South Africa 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 South Africa, 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 South Africa for free:

The Tissue and Hygiene in South Africa 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 South Africa?
What are the major brands in South Africa?
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 South Africa

EXECUTIVE SUMMARY

Despite challenges and declining consumer spending, tissue and hygiene performs reasonably well

Announcement of VAT exemption on sanitary protection products warmly received after years of lobbying

Product diversification, expansion and investment by domestic players bodes well for competition

Store-based retailing remains the main channel for the majority of South African consumers

Players to continue with price promotions and product diversification in the face of constrained economic growth

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 South Africa

HEADLINES

PROSPECTS

Performance and forecast of away-from-home tissue and hygiene not as expected, albeit robust

Oversupply of AFH tissue

AFH paper towels records significant growth due to changing consumer preferences

COMPETITIVE LANDSCAPE

AFH becoming commoditised and competitive yet challenging

Universal Paper and Plastics maintains its lead with investment and a diverse product offering

Innovation, investment and acquisitions anticipated to drive growth and maintain competition

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 Sales of Away-From-Home Wipers by Format through Public: % Value 2013-2018
Table 26 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2013-2018
Table 27 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2018
Table 28 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2018-2023
Table 29 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2018-2023

Nappies/Diapers/Pants in South Africa

HEADLINES

PROSPECTS

High average birth rates sustain demand

Private label offerings accommodate various consumer segments

Advice and how-to suggestions remain important for first-time parents

COMPETITIVE LANDSCAPE

Huggies remains relevant with continued product innovation and new ranges

Cuddlers gains share

Branded products anticipated to remain ahead of private label ranges

CATEGORY DATA

Table 30 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018
Table 31 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2013-2018
Table 32 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2014-2018
Table 33 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-2018
Table 34 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 35 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023

Retail Adult Incontinence in South Africa

HEADLINES

PROSPECTS

Usage of retail adult incontinence increases as awareness of the ailment and appropriate steps to take increases

Adult incontinence growth boosted by a number of factors

VAT exemption on sanitary protection to disrupt value growth of light adult incontinence

COMPETITIVE LANDSCAPE

Clicks continues to successfully promote private label retail adult incontinence

Essity continues its product innovation

Moderate/heavy adult incontinence products used more frequently

CATEGORY DATA

Table 36 Sales of Retail Adult Incontinence by Category: Value 2013-2018
Table 37 Sales of Retail Adult Incontinence by Category: % Value Growth 2013-2018
Table 38 NBO Company Shares of Retail Adult Incontinence: % Value 2014-2018
Table 39 LBN Brand Shares of Retail Adult Incontinence: % Value 2015-2018
Table 40 Forecast Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 41 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023

Retail Tissue in South Africa

HEADLINES

PROSPECTS

Regulation ensures quality and control as consumers aspire to two-ply formats

Oversupply as a number of small players enter retail tissue

Paper towels performs well

COMPETITIVE LANDSCAPE

No-frills packaging remains popular for economy brands

Twinsaver maintains its strong position thanks to continued innovation and investment

Private label remains popular

CATEGORY DATA

Table 42 Retail Sales of Tissue by Category: Value 2013-2018
Table 43 Retail Sales of Tissue by Category: % Value Growth 2013-2018
Table 44 NBO Company Shares of Retail Tissue: % Value 2014-2018
Table 45 LBN Brand Shares of Retail Tissue: % Value 2015-2018
Table 46 Forecast Retail Sales of Tissue by Category: Value 2018-2023
Table 47 Forecast Retail Sales of Tissue by Category: % Value Growth 2018-2023

Sanitary Protection in South Africa

HEADLINES

PROSPECTS

Dignity for women as VAT exemption on sanitary protection to be implemented in 2019

Effects of the VAT exemption to increase over time

Product innovation and the large female population anticipated to lead to greater usage

COMPETITIVE LANDSCAPE

The Lion Match Company continues its product diversification in sanitary protection

Leading brands remain relevant by tailoring product ranges and offerings to specific segments of the female population

VAT exemption to support economy brands

CATEGORY DATA

Table 48 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 49 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 50 Retail Sales of Tampons by Application Format: % Value 2013-2018
Table 51 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 52 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 53 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 54 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Wipes in South Africa

HEADLINES

PROSPECTS

Baby wipes not only utilised for babies

The power of social media and pressure groups need to be considered

Private label remains popular amongst cash-strapped consumers

COMPETITIVE LANDSCAPE

Wide product assortment bodes well for value sales and growth

Home care wipes and floor cleaning systems continues to grow, mainly due to the presence of private label

Convenience and effectivness the most popular attributes among consumers

CATEGORY DATA

Table 55 Retail Sales of Wipes by Category: Value 2013-2018
Table 56 Retail Sales of Wipes by Category: % Value Growth 2013-2018
Table 57 NBO Company Shares of Retail Wipes: % Value 2014-2018
Table 58 LBN Brand Shares of Retail Wipes: % Value 2015-2018
Table 59 Forecast Retail Sales of Wipes by Category: Value 2018-2023
Table 60 Forecast Retail Sales of Wipes by Category: % Value Growth 2018-2023

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Megatrends

Country Report

Tissue and Hygiene in South Africa

New Report Guarantee

Executive Summary

New Report Guarantee

Despite challenges and declining consumer spending, tissue and hygiene performs reasonably well

Announcement of VAT exemption on sanitary protection products warmly received after years of lobbying

Product diversification, expansion and investment by domestic players bodes well for competition

Store-based retailing remains the main channel for the majority of South African consumers

Players to continue with price promotions and product diversification in the face of constrained economic growth

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 South Africa

EXECUTIVE SUMMARY

Despite challenges and declining consumer spending, tissue and hygiene performs reasonably well

Announcement of VAT exemption on sanitary protection products warmly received after years of lobbying

Product diversification, expansion and investment by domestic players bodes well for competition

Store-based retailing remains the main channel for the majority of South African consumers

Players to continue with price promotions and product diversification in the face of constrained economic growth

MARKET INDICATORS

MARKET DATA

SOURCES

Away-From-Home Tissue and Hygiene in South Africa

HEADLINES

PROSPECTS

Performance and forecast of away-from-home tissue and hygiene not as expected, albeit robust

Oversupply of AFH tissue

AFH paper towels records significant growth due to changing consumer preferences

COMPETITIVE LANDSCAPE

AFH becoming commoditised and competitive yet challenging

Universal Paper and Plastics maintains its lead with investment and a diverse product offering

Innovation, investment and acquisitions anticipated to drive growth and maintain competition

CATEGORY DATA

Nappies/Diapers/Pants in South Africa

HEADLINES

PROSPECTS

High average birth rates sustain demand

Private label offerings accommodate various consumer segments

Advice and how-to suggestions remain important for first-time parents

COMPETITIVE LANDSCAPE

Huggies remains relevant with continued product innovation and new ranges

Cuddlers gains share

Branded products anticipated to remain ahead of private label ranges

CATEGORY DATA

Retail Adult Incontinence in South Africa

HEADLINES

PROSPECTS

Usage of retail adult incontinence increases as awareness of the ailment and appropriate steps to take increases

Adult incontinence growth boosted by a number of factors

VAT exemption on sanitary protection to disrupt value growth of light adult incontinence

COMPETITIVE LANDSCAPE

Clicks continues to successfully promote private label retail adult incontinence

Essity continues its product innovation

Moderate/heavy adult incontinence products used more frequently

CATEGORY DATA

Retail Tissue in South Africa

HEADLINES

PROSPECTS

Regulation ensures quality and control as consumers aspire to two-ply formats

Oversupply as a number of small players enter retail tissue

Paper towels performs well

COMPETITIVE LANDSCAPE

No-frills packaging remains popular for economy brands

Twinsaver maintains its strong position thanks to continued innovation and investment

Private label remains popular

CATEGORY DATA

Sanitary Protection in South Africa

HEADLINES

PROSPECTS

Dignity for women as VAT exemption on sanitary protection to be implemented in 2019

Effects of the VAT exemption to increase over time

Product innovation and the large female population anticipated to lead to greater usage

COMPETITIVE LANDSCAPE

The Lion Match Company continues its product diversification in sanitary protection

Leading brands remain relevant by tailoring product ranges and offerings to specific segments of the female population